September 22nd

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Lecture 3: Culture

Homework: Introduction to Sociology: Chapter 16 (only

pages 520-526) Outline of research paper and source list due

on Wednesday

Lecture Three

What Makes Us Social Beings?

A Sociology of Culture

What is Culture?

Culture is the lens through which we see the world Gives shape and meaning to our daily lives

Analogy: a computer The hardware – social structure The software - culture

Culture is a social process

Shared

Learned

Taken for granted

Symbolic

Varies across time and place

Material and Non-material Culture Material Culture

First indicators of cultural differences

Non-material culture Beliefs – the truth of it all Values – the right and wrong Norms – the rules Rituals – practice and reaffirmation Language – the heart of it all

Common Culture, Shared Variations Dominant culture

Cultural form that receives the most support in society and constitutes the major belief system

Sub-cultures Values and norms of behavior differ

Counter-cultures Reaction to the dominant culture

Consumer Culture

The dominant culture in American society today is the consumer culture Define ourselves in terms of goods we purchase

Consumer culture both unifies us – we all participate – and differentiates us from one another Sub-cultures (and counter-cultures?) are reflected

in our visible consumption

The Functions of Consumption In a consumer society consumption has both

manifest and latent functions Manifest: intended or expressed outcome Latent: unintended or unexpressed outcome

Veblen: “conspicuous consumption is…a heightening or reaffirmation of social status.” Reference groups: groups that provide the

standard

What are the Manifest and Latent Functions of … Cadillac Escalade SUV

Chanel Lipstick

Apple iPod

Look at the advertisement that your groups has been given… What reference group is the add trying to appeal to? How?

What is the manifest function of the product? Does the advertisement focus on this function? How?

What latent functions does the advertisement associate with the product? How does the advertisement present this function?

Does the advertisement focus more on the manifest function or the latent (symbolic) function? Why do you think?

Role of Mass Media

Mass Media plays a central role in the consumer culture Increases the symbolic value of “Brands” Stretches our reference groups

How much influence? Adults see an average of 2000 advertisements a day Children see an average of 40,000 commercials a year We use 6.5 hours of mass media a day

Marketing Culture Mass media shapes the public sphere and

directs cultural flows in our modern society “Culture Industries” : The Big Ten

With the Internet, Satellite TV, radio, and film, cultural practices are not longer fixed to locality Speed up of cultural flows Unified global market of consumers

Cultural Globalization

Two contradictory processes emerge1. Homogenization

1. Spread of Anglo-American values

2. Consumer Culture

2. Differentiation 1. Glocalization: new cultural forms emerge that have both

global and local characteristics

So What?

Do you think cultural globalization is a good thing or a bad thing? Why?

Do you think the cultural exchange through global mass media is even?