1. Culture and Media Chapter 3 Lecture PowerPoint © W. W. Norton & Company, 2008

2. Definitions of Culture You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 2  Culture can be loosely defined as a set of beliefs, traditions, and practices.

3. Definitions of Culture You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 3  The concept of culture has evolved and expanded throughout history.  The oldest understandings of culture focus on the distinction between: Natural environment What is modified or created by humans

4. Definitions of Culture You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 4  As Europeans came into contact with non-Westerners, culture evolved in terms of differences between peoples, which could be viewed positively or negatively.  In the eighteenth and nineteenth centuries, a new dimension was added to the concept of culture—the idea that culture involved the pursuit of intellectual refinement.

5. Material vs. Nonmaterial Culture You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 5  Material culture = constructed physical environment, such as books, technology, fashion, and monuments.  Nonmaterial culture = values, beliefs, behaviors, and social norms.

6. Elements of Nonmaterial Culture  Norms = rules defining appropriate and inappropriate behavior Mores = great moral significance (e.g. some sexual behaviors, child abuse, not working for a living are considered morally wrong). Laws = norms that are formally defined and enforced. May come from mores. Folkways = less significant, customs and habits (e.g. etiquette, fashion)

7. Elements of Nonmaterial Culture  Values = broad cultural principles defining what is desirable May be basis for norms May help achieve consensus & loyalty American values: achievement, success, work, practicality, equality, democracy, American superiority

8. Elements of Culture  Symbols = things that represent something else Objects, logos, language, body language, etc. Easily recognized, shared meaning Facilitate communication and integration Shape world view. Examples: BRB ROFL :-D

9. Elements of Culture  Beliefs = ideas about what is true Involve religion, politics, science Related to ideology – system of concepts and relationships  Democracy  Christianity  Scientific paradigms

10. Elements of Culture  Technology = ways of doing things Material tech. – design of things, equipment, machinery, computer systems, communications, infrastructure, etc. Social tech. – design of social systems (management, organizations, education, health care, etc.)

11. Subcultures and Countercultures You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 11  A subculture is a group united by sets of concepts, values, traits, and/or behavioral patterns that distinguish it from others within the same culture or society. Still part of the dominant culture Ethnicity, geography, religion, may be basis for subcultures

12. Cultural relativity You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 12  Cultural relativism is the idea that we should recognize differences across cultures without passing judgment or assigning value to those differences.  Multiculturalism emphasizes different views, experiences, and contribution of minorities.  Melting pot is idea that all cultures should blend into single “American” culture

13. Where does culture come from? You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 13  Reflection theory: culture reflects underlying social structures. Equal opportunity (value) reflects democracy (structure) Sexual freedom (norm) reflects individual family (structure) Consumerism (value) reflects market economy (structure)

14. Where does culture come from?  Hegemony = Marxist view: culture is taught and reinforced in all institutions. Version of reflection theory. Material culture influences social arrangements. Examples:  Agricultural economy: patriarchal extended family, feudal system.  Industrial economy: breadwinner-homemaker family; democratic system  Post-industrial: individual family, democratic system

15. Where does culture come from?  Interactionist view: culture is created in social interaction. Meanings are central Example: Calling someone to arrange a social visit – what does this mean?  U.S.- few class differences historically. Everyone in same situation. Social calls taken for granted  Japan – originally rigid caste system. Complex social etiquette survives. Not OK to just call someone. May be considered rude.

16. Where does culture come from?  Functional view: culture is necessary for social stability Promotes consensus, group identity Defines expectations for social situations, makes life predictable Enables communication and interaction Dysfunction: subcultures may conflict with each other or larger culture

17. Media: Carriers of Culture You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 17  Media are any formats or vehicles that carry, present, or communicate information – books, posters, Web pages, clay tablets, and radio.  Mass media refers to any form of media that reaches the mass of the people.

18. Media: carriers of culture You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 18  Hegemony: people and societies shape and are shaped by culture. Media encourage people to “buy in” to dominant values.

19. The Media Life Cycle You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 19  Begins with message (text) created by people May be decided by powerful elites  Message shapes culture Marketing uses this principle  Culture influences behavior Marketing, education  People use media to change text and reshape culture “culture jamming” = subverting media message through media itself

20. Media Effects You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 20  Media effects can be placed into four categories Short-term and deliberate (advertising) Long-term and deliberate (education) Short-term and unintentional (violent behavior, sex) Long-term and unintentional (stereotypes, desensitizing)

21. Where Do Stereotypes Come From? You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 21  Media can create or reinforce stereotypes  Stereotypes sometimes used intentionally to sell product or program  Common stereotypes Women as young, thin, beautiful, sexual Men as competent at work but incompetent at home Minorities as working class Minorities as separate culture (clothing, music) Fewer minorities in lead roles Fewer minorities appear on prime time TV

22. Political Economy of the Media You May Ask Yourself Copyright © 2008 W.W. Norton & Company, Inc. 22  Media in the U.S. controlled by 6 companies. affect the information and messages to the public. may be somewhat balanced by internet  Media play a large role in consumerism happiness and fulfillment can be achieved through acquisition of material possessions.  Media reaches into all parts of world: “soft power” American culture influences foreign markets Some backlash among anti-American cultures