. culture .

. definitions & elements .

DefinitionDefinition

Edward B. Tylor, 1871: “That complex whole which includes knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by man as a member of society.”

(Borgata and Montgomery, 2001)

Includes: Language, religious beliefs, customs & courtesies, laws, clothing & jewelry, diet, artistic expression, recreation.

. theories & models .

Pattern TheoryPattern Theory

“The culture from any given society can be formally described… it can be placed in formal categories representing different spheres of social life to facilitate comparison between societies. As such, universal patterns of culture can be constructed.”

(Borgata and Montgomery, 2001)

Specific Culture/Society

Subcultures

. theories & models .

Layers of Culture: Model #1Layers of Culture: Model #1(O’Neil, 2006)

. theories & models .

Layers of Culture: Model #1Layers of Culture: Model #1(O’Neil, 2006)

*Cultural Universals: Recurring Characteristics of Human Culture

1. Verbal Language, including a specific vocabulary of sounds and grammatical means for constructing sentences.

2. Age, gender, marriage and kinship are used to categorize people (e.g., teenager, woman, wife, uncle).

3. Children are raised in some variation of a family setting.4. Sexual division of labor (men's work, women's work).5. Concept of privacy.6. Rules and taboos to regulate sexual behavior.7. Distinctions between good and bad behavior.8. Variations of body ornamentation.9. Making jokes, playing games.10. Art.11. Leadership roles for the implementation of community decisions.

. theories & models .

Layers of Culture: Model #2Layers of Culture: Model #2 (Rousseau, 1990)

Anderson’s Dimensions of Non-Western & Western WorldviewsAnderson’s Dimensions of Non-Western & Western Worldviews(Anderson, 1988)

Non-Western* Western*

Cooperation/Group Achievement Individual/Competition

Social Orientation Task Orientation

Emotionally Expressive Limited Emotional Expression

Extended Family Nuclear Family

Values Harmony with Nature Values Mastery & Control of Nature

Time is Relative Time Proved Invariant Structure

Religion Permeates Culture Religion is Separate from Culture

Accepts Other Worldviews Believe Western Worldview is Superior

Holistic/Relational Thinking (individual elements are perceived as part of a larger whole/field)

Analytical Thinking(elements are perceived as separate & distinct

from the larger whole/field)

*American Indians, Mexican-Americans, African-Americans, Vietnamese-Americans,

Puerto Rican-Americans, Chinese-Americans, Japanese-Americans & many Euro/American

Females

* Euro/Americans (primarily males) & Minorities with a High-Degree

of Western Acculturation

. theories & models .

Intercultural Communications: Edward T. Hall’s Cultural FactorsIntercultural Communications: Edward T. Hall’s Cultural Factors(Hall, 1971)

. theories & models .

Factors/Signifiers High-Context Culture Low-Context Culture

Who?Japanese, African-American, Latino,

French, Arab, MediterraneanAmerican, German, Swiss, Northern-

European, English

Messages- Overt or Covert?

Covert & Implicit; Metaphor; “Read Between the Lines”

Overt & Explicit; Simple & Clear; “Spell Everything Out”

Control & Failure Attribution Inner Locus of Control; Personal Acceptance for Failure  

Outer Locus of Control; Blame Others for Failure

Verbal or Nonverbal Communication?

Nonverbal Communication; Body Language is Important

Focus on Verbal Communication; Body Language Tends to be

Secondary

Expressing Reaction Reactions Tend to be Reserved & Inward

Reactions Tend to be Visible, External & Outward

Groups-Cohesive or Separated?

Strong Distinction between In-Group & Out-Group; Strong Sense of Family

Flexible & Open Group Patterns; Group Loyalties More

Likely to Change as Needed

People Bonds Strong People Bonds; Affiliation to Family & Community

Fragile Bonds; Little Sense of Loyalty

Commitment: Relationship or Work?

 High Commitment to Long-Term Relationships: Relationship

Trumps Work

Low Commitment to Long-Term Relationships; Work Trumps Relationship

Flexibility of Time Open & Flexible Highly Organized; Scheduling

Process or Product? Process over Product Product over Process

DiversityDiversity The variations in any given population:

-Ethnicity -Language

-Age -Gender

-Sexual Orientation -Socio-Economic Levels

-Education -Ideologies & Beliefs

-Physical Differences -Disability

. diversity & multiculturalism .

MulticulturalismMulticulturalism

An ideology or philosophy that purposefully

recognizes & seeks to maintain

ethnic and cultural diversity.

. diversity .

Globalization Globalization •The process by which the experience of everyday life, marked by the consumption of commodities and ideas, is becoming standardized around the world, especially since the late 20th century.

(New Encyclopedia Britannica, 2007)

The extension of culture and commerce across traditional national boundaries.

(World Book Dictionary, 2007)

McDonald’s in Italy … Panini in Colorado

. globalization .

Globalization’s Effect in LibrariesGlobalization’s Effect in LibrariesResource Sharing

– World Cat

– Interlibrary Loan

Professional Organizations

– International Federation of

Library Associations

& Institutions (AFLA)

. globalization .

Types of Cultural ShiftsTypes of Cultural Shifts

•Influx of Foreign Language Speakers

•Growing Epidemiological Issues

•Aging Populations

•Growing Youth Population

•Changes in Ethnic/Racial Demographics

. cultural identifiers & library adaptations .

. cultural identifiers & library adaptations .

Tracking Cultural ChangeTracking Cultural Change

• Census Data• State & Local Health Departments• Community Advisory Boards• Library Comment Cards• Public Meetings for Community Feedback• ALA Committee on Diversity

. cultural identifiers & library adaptations .

Health Materials

Wellness Fairs

Health Materials

Wellness Fairs

ESL Programs

Minority Staffing

Foreign Language Materials

ESL Programs

Minority Staffing

Foreign Language Materials

Year-Round Storytime

Classroom Materials

Children’s Group Tours

Year-Round Storytime

Classroom Materials

Children’s Group Tours

Digitization of Collections

Online Services

Public Computer Terminals

Digitization of Collections

Online Services

Public Computer Terminals

Traditional Information Services

Traditional Information Services

Adaptations to Changing CultureAdaptations to Changing Culture

How does a professional execute

diagnosis, prescription, treatment & evaluation

of the client with culture in mind?(Grover, 1993)

. service design & the culture of the individual user .

DIAGNOSIS

Consider:Consider:

• Language and communication style (oral versus written)

• Values

• Rules of behavior

• Tools, skills, and level of technology use

. service design & the culture of the individual user .

DiagnosisDiagnosis

Use neutral questioning techniques to discover:

• How the person communicates

• How the person learns best (learning style)

• What the person feels are roadblocks or limitations in his or her search

(Dervin, 1986)

. service design & the culture of the individual user .

Prescription Prescription

• Understanding culture can help expose the frame of reference or knowledge base of an individual.

• The insight gained helps the information

professional identify the knowledge gap of the client

(Dervin, 1986)

. service design & the culture of the individual user .

TreatmentTreatment

Information CustomizationInformation can be better catered to the individual

based on cultural background

Information RepackagingThe information

professional can “translate” library resources to fit the

preexisting knowledge baseof the client

Over time, the information professional may learn to:

• Associate patterns of social networking within various cultures

• Recognize styles of knowledge seeking

• Know when to intervene (mediate) depending upon various cultural attitudes and approaches to learning

. service design & the culture of the individual user .

EvaluationEvaluation

• Culture and individual behavior can come into play as an information professional attempts to find out how well the knowledge gap has been filled.

• Use the communication skills gained in the diagnosis phase to assist in evaluation as well.

. service design & the culture of the individual user .

. library roles & culture .

Culture:Culture: An Information An Information Professional’s Role Professional’s Role

• Authority on culture: classic or current, global or subculture

• Protect and preserve

• Old Paradigm: disseminator of cultureNew Paradigm: diffuser of culture

New Laws of Librarianship:New Laws of Librarianship:

• Libraries serve humanity.

• Respect all forms by which knowledge is communicated.

• Use technology intelligently to enhance service.

• Protect free access to knowledge.

• Honor the past & create the future.

(American Libraries, 1995)

. library roles & culture .

. culture .