cultural anthropology (14th ed)
DESCRIPTION
Chapter 1TRANSCRIPT
Innovation succeeds best when it is culturally
appropriate. This axiom of applied anthropology
could guide the international spread not only of
development projects but also of businesses,
such as fast food. Each time McDonald’s or
Burger King expands to a new nation, it must
devise a culturally appropriate strategy for fi t-
ting into the new setting.
McDonald’s has been successful interna-
tionally, with more than a quarter of its sales
outside the United States. One place where
McDonald’s is expanding successfully is Brazil,
where more than 50 million middle-class peo-
ple, most living in densely packed cities, pro-
vide a concentrated market for a fast-food
chain. Still, it took McDonald’s some time to
fi nd the right marketing strategy for Brazil.
In 1980 when I visited Brazil after a seven-
year absence, I fi rst noticed, as a manifestation
of Brazil’s growing participation in the world
economy, the appearance of two McDonald’s
restaurants in Rio de Janeiro. There wasn’t
much difference between Brazilian and North
American McDonald’s. The restaurants looked
alike. The menus were more or less the same,
as was the taste of the quarter-pounders. I
picked up an artifact, a white paper bag with
yellow lettering, exactly like the take-out bags
then used in American McDonald’s. An adver-
tising device, it carried several messages about
how Brazilians could bring McDonald’s into
their lives. However, it seemed to me that
McDonald’s Brazilian ad campaign was missing
some important points about how fast food
should be marketed in a culture that values
large, leisurely lunches.
The bag proclaimed, “You’re going to enjoy
the [McDonald’s] difference,” and listed several
“favorite places where you can enjoy McDonald’s
products.” This list confi rmed that the marketing
people were trying to adapt to Brazilian middle-
class culture, but they were making some mis-
takes. “When you go out in the car with the kids”
transferred the uniquely developed North Amer-
ican cultural combination of highways, afford-
able cars, and suburban living to the very
different context of urban Brazil. A similar sug-
gestion was “traveling to the country place.”
Even Brazilians who owned country places could
not fi nd McDonald’s, still confi ned to the cities,
on the road. The ad creator had apparently never
attempted to drive up to a fast-food restaurant in
a neighborhood with no parking spaces.
Several other suggestions pointed custom-
ers toward the beach, where cariocas (Rio na-
tives) do spend much of their leisure time. One
D I V E R S I T YCulturally Appropriate Marketing
appreciating
>“Appreciating Diversity” boxes explore the rich diversity of cultures (past and present)
that anthropologists study. These boxes supplement the extensive discussions of cultures
around the world presented throughout the text.
In a recent survey, “appreciating human diversity” was rated the most important outcomeof an introductory anthropology course.
If you would like to participate in any of the McGraw-Hill research
initiatives, please contact us at www.mhhe.com/faculty-research
These are just some of the reasons why three out of
four Kottak adopters report that they will adopt the new edition of the text.
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Innovation succeeds best when it is culturally
appropriate. This axiom of applied anthropology
could guide the international spread not only of
development projects but also of businesses,
such as fast food. Each time McDonald’s or
Burger King expands to a new nation, it must
devise a culturally appropriate strategy for fi t-
ting into the new setting.
McDonald’s has been successful interna-
tionally, with more than a quarter of its sales
outside the United States. One place where
McDonald’s is expanding successfully is Brazil,
where more than 50 million middle-class peo-
ple, most living in densely packed cities, pro-
vide a concentrated market for a fast-food
chain. Still, it took McDonald’s some time to
fi nd the right marketing strategy for Brazil.
In 1980 when I visited Brazil after a seven-
year absence, I fi rst noticed, as a manifestation
of Brazil’s growing participation in the world
economy, the appearance of two McDonald’s
restaurants in Rio de Janeiro. There wasn’t
much difference between Brazilian and North
American McDonald’s. The restaurants looked
alike. The menus were more or less the same,
as was the taste of the quarter-pounders. I
picked up an artifact, a white paper bag with
yellow lettering, exactly like the take-out bags
then used in American McDonald’s. An adver-
tising device, it carried several messages about
how Brazilians could bring McDonald’s into
their lives. However, it seemed to me that
McDonald’s Brazilian ad campaign was missing
some important points about how fast food
should be marketed in a culture that values
large, leisurely lunches.
The bag proclaimed, “You’re going to enjoy
the [McDonald’s] difference,” and listed several
“favorite places where you can enjoy McDonald’s
products.” This list confi rmed that the marketing
people were trying to adapt to Brazilian middle-
class culture, but they were making some mis-
takes. “When you go out in the car with the kids”
transferred the uniquely developed North Amer-
ican cultural combination of highways, afford-
able cars, and suburban living to the very
different context of urban Brazil. A similar sug-
gestion was “traveling to the country place.”
Even Brazilians who owned country places could
not fi nd McDonald’s, still confi ned to the cities,
on the road. The ad creator had apparently never
attempted to drive up to a fast-food restaurant in
a neighborhood with no parking spaces.
Several other suggestions pointed custom-
ers toward the beach, where cariocas (Rio na-
tives) do spend much of their leisure time. One
D I V E R S I T YCulturally Appropriate Marketing
appreciating
>“Appreciating Diversity” boxes explore the rich diversity of cultures (past and present)
that anthropologists study. These boxes supplement the extensive discussions of cultures
around the world presented throughout the text.
In a recent survey, “appreciating human diversity” was rated the most important outcomeof an introductory anthropology course.
If you would like to participate in any of the McGraw-Hill research
initiatives, please contact us at www.mhhe.com/faculty-research
These are just some of the reasons why three out of
four Kottak adopters report that they will adopt the new edition of the text.
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Appreciating Cultural Diversity
Cultural Anthropology
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Anthropology: Appreciating Human Diversity,14th ed. (2011)
Mirror for Humanity: A Concise Introduction to Cultural Anthropology,7th ed. (2010)
Window on Humanity: A Concise Introduction to Anthropology,4th ed. (2010)
On Being Different: Diversity and Multiculturalism in the North American Mainstream,3rd ed. (2008, with Kathryn A. Kozaitis)
Assault on Paradise: The Globalization of a Little Community in Brazil,4th ed. (2006)
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Appreciating Cultural Diversity
Fourteenth Edition
Conrad Phillip KottakUniversity of Michigan
Cultural Anthropology
TM
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To my mother, Mariana Kottak Roberts
Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY 10020. Copyright © 2011, 2009, 2008, 2006, 2004, 2002, 2000, 1997, 1994, 1991, 1987, 1982, 1978, 1974 by The McGraw-Hill Companies, Inc. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, any network or other electronic storage or transmission, or broadcast for distance learning.
Some ancillaries, including electronic and print components, may not be available to customers outside the United States.
This book is printed on acid-free paper.
1 2 3 4 5 6 7 8 9 0 DOW/DOW 9 8 7 6 5 4 3 2 1 0
ISBN: 978-0-07-811698-8MHID: 0-07-811698-8
Vice President, Editorial: Michael RyanDirector, Editorial: Beth MejiaSponsoring Editor: Gina BoedekerDirector of Development: Rhona RobbinDevelopmental Editor: Emily PecoraMarketing Manager: Caroline McGillenProduction Editor: Leslie RacanelliManuscript Editor: Patricia OhlenrothDesign Manager: Cassandra ChuInterior Designer: Maureen McCutcheonCover Designer: Cassandra ChuMap Preparations: Mapping SpecialistsPhoto Research Coordinator: Nora AgbayaniPhoto Researcher: Barbara SalzProduction Supervisor: Louis SwaimMedia Project Manager: Jami WoyComposition: 9.5/11 Palatino by Aptara®, Inc.Printing: 45# New Era Matte by R. R. Donnelley & Sons
Cover image: Guang Niu/Getty Images
The credits for this book begin on page 421 and is considered an extension of the copyright page.
Library of Congress Cataloging-in-Publication Data
Kottak, Conrad Phillip. Cultural anthropology: Appreciating cultural diversity / Conrad Phillip Kottak. — 14th ed. p. cm. Includes bibliographical references and index. ISBN-13: 978-0-07-811698-8 (alk. paper) ISBN-10: 0-07-811698-8 (alk. paper)1. Ethnology. I. Title. 2009943479
The Internet addresses listed in the text were accurate at the time of publication. The inclu-sion of a website does not indicate an endorsement by the authors or McGraw-Hill, and McGraw-Hill does not guarantee the accuracy of the information presented at these sites.
www.mhhe.com
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vii
List of Boxes xix
About the Author xxi
Preface xxii
PART 1 Introduction to Anthropology 1 WHAT IS ANTHROPOLOGY? 2
2 CULTURE 24
3 METHOD AND THEORY IN CULTURAL ANTHROPOLOGY 48
PART 2 Appreciating Cultural Diversity 4 APPLYING ANTHROPOLOGY 78
5 LANGUAGE AND COMMUNICATION 100
6 ETHNICITY AND RACE 124
7 MAKING A LIVING 154
8 POLITICAL SYSTEMS 182
9 GENDER 210
10 FAMILIES, KINSHIP, AND DESCENT 238
11 MARRIAGE 260
12 RELIGION 284
13 ARTS, MEDIA, AND SPORTS 310
PART 3 The Changing World 14 THE WORLD SYSTEM AND COLONIALISM 340
15 GLOBAL ISSUES TODAY 366
Glossary 393
Bibliography 401
Credits 421
Index 423
Map Atlas 439
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viii
List of Boxes xix
About the Author xxi
Preface xxii
1 What Is Anthropology? 2
UNDERSTANDING OURSELVES 4
Human Diversity 4Adaptation, Variation, and Change 5
APPRECIATING DIVERSITY: “Give Me a Hug” 6
General Anthropology 8Cultural Forces Shape Human Biology 9
The Subdisciplines of Anthropology 9Cultural Anthropology 9
Archaeological Anthropology 10
Biological, or Physical, Anthropology 12
Linguistic Anthropology 12
Anthropology and Other Academic Fields 13
THROUGH THE EYES OF OTHERS: Changing Places, Changing Identities 13
Cultural Anthropology and Sociology 14
Anthropology and Psychology 14
Applied Anthropology 15
The Scientifi c Method 15Theories, Associations, and Explanations 15
APPRECIATING ANTHROPOLOGY: Anthropologist’s Son Elected President 16
When Multiple Variables Predict 18
Summary 20
Key Terms 21
Test Yourself! 21
Suggested Additional Readings 23
PA
RT
1 IN
TRO
DU
CTI
ON
TO
AN
THR
OP
OLO
GY
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Contents ix
3 Method and Theory in Cultural Anthropology 48UNDERSTANDING OURSELVES 50
Ethnography: Anthropology’s Distinctive Strategy 51
Ethnographic Techniques 51Observation and Participant Observation 51
APPRECIATING DIVERSITY: Even Anthropologists Get Culture Shock 52
Conversation, Interviewing, and Interview Schedules 52
The Genealogical Method 54
Key Cultural Consultants 54
Life Histories 55
Local Beliefs and Perceptions, and the Ethnographer’s 55
Problem-Oriented Ethnography 56
2 Culture 24UNDERSTANDING OURSELVES 26
What Is Culture? 27Culture Is Learned 27
Culture Is Symbolic 27
Culture Is Shared 28
Culture and Nature 28
Culture Is All-Encompassing 29
Culture Is Integrated 29
APPRECIATING ANTHROPOLOGY: Remote and Poked, Anthropology’s Dream Tribe 30
Culture Can Be Adaptive and Maladaptive 32
Culture’s Evolutionary Basis 33
THROUGH THE EYES OF OTHERS: Bulgarian Hospitality 33
What We Share with Other Primates 33
How We Differ from Other Primates 34
Universality, Generality, and Particularity 35Universality 35
Generality 35
Particularity: Patterns of Culture 36
Culture and the Individual: Agency and Practice 37
Levels of Culture 38
Ethnocentrism, Cultural Relativism, and Human Rights 39
APPRECIATING DIVERSITY: Culture Clash: Makah Seek Return to Whaling Past 40
Mechanisms of Cultural Change 42
Globalization 43
Summary 44
Key Terms 45
Test Yourself! 45
Suggested Additional Readings 47
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x Contents
Longitudinal Research 56
Team Research 57
Culture, Space, and Scale 57
Survey Research 58
APPRECIATING ANTHROPOLOGY: Should Anthropologists Study Terrorism? 60
Theory in Anthropology over Time 62Evolutionism 62
The Boasians 63
Functionalism 65
Confi gurationalism 66
Neoevolutionism 67
Cultural Materialism 68
Science and Determinism 68
Culture and the Individual 68
Symbolic and Interpretive Anthropology 69
Structuralism 70
Processual Approaches 71
World-System Theory and Political Economy 71
Culture, History, Power 72
Anthropology Today 72
Summary 74
Key Terms 75
Test Yourself! 75
Suggested Additional Readings 77
4 Applying Anthropology 78
UNDERSTANDING OURSELVES 80
The Role of the Applied Anthropologist 82Early Applications 82
Academic and Applied Anthropology 82
Applied Anthropology Today 82
APPRECIATING ANTHROPOLOGY: Archaeologist in New Orleans Finds a Way to Help the Living 84
Development Anthropology 84Equity 85
Strategies for Innovation 86Overinnovation 86
Underdifferentiation 87
Indigenous Models 87
Anthropology and Education 88
Urban Anthropology 89Urban versus Rural 89
Medical Anthropology 91
APPRECIATING DIVERSITY: Culturally Appropriate Marketing 94
Anthropology and Business 94
Careers and Anthropology 95
Summary 96
Key Terms 97
Test Yourself! 97
Suggested Additional Readings 99
PA
RT 2
A
PP
RE
CIA
TIN
G C
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UR
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DIV
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SIT
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Contents xi
6 Ethnicity and Race 124UNDERSTANDING OURSELVES 126
Ethnic Groups and Ethnicity 127Status Shifting 127
Human Biological Diversity and the Race Concept 128
Explaining Skin Color 131
APPRECIATING ANTHROPOLOGY: What’s Wrong with Race? 134
Race and Ethnicity 134
The Social Construction of Race 136Hypodescent: Race in the United States 136
Race in the Census 137
Not Us: Race in Japan 138
Phenotype and Fluidity: Race in Brazil 140
5 Language and Communication 100UNDERSTANDING OURSELVES 102
What is Language? 102
Nonhuman Primate Communication 103Call Systems 103
Sign Language 103
The Origin of Language 105
Nonverbal Communication 105
The Structure of Language 107Speech Sounds 107
Language, Thought, and Culture 108The Sapir-Whorf Hypothesis 108
Focal Vocabulary 109
Meaning 110
THROUGH THE EYES OF OTHERS: It’s All in the Nickname 111
Sociolinguistics 111Linguistic Diversity 111
APPRECIATING DIVERSITY: Googling Locally 112
Gender Speech Contrasts 113
Language and Status Position 114
Stratifi cation 115
Black English Vernacular (BEV) 116
Historical Linguistics 118Language Loss 118
APPRECIATING ANTHROPOLOGY: Using Modern Technology to Preserve Linguistic and Cultural Diversity 120
Summary 121
Key Terms 121
Test Yourself! 122
Suggested Additional Readings 123
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xii Contents
7 Making a Living 154
UNDERSTANDING OURSELVES 156
Adaptive Strategies 156
Foraging 157San: Then and Now 158
Correlates of Foraging 160
Cultivation 161Horticulture 161
Agriculture 162
The Cultivation Continuum 163
Intensifi cation: People and the Environment 163
APPRECIATING ANTHROPOLOGY: A World on Fire 164
THROUGH THE EYES OF OTHERS: Children, Parents, and Family Economics 166
Pastoralism 166
Modes of Production 168Production in Nonindustrial Societies 168
Means of Production 169
Alienation in Industrial Economies 170
Economizing and Maximization 171Alternative Ends 171
APPRECIATING DIVERSITY: Scarcity and the Betsileo 172
Distribution, Exchange 174The Market Principle 174
Redistribution 174
Reciprocity 174
Coexistence of Exchange Principles 176
Potlatching 176
Summary 179
Key Terms 179
Test Yourself! 180
Suggested Additional Readings 181
Ethnic Groups, Nations, and Nationalities 141
Nationalities and Imagined Communities 141
Ethnic Tolerance and Accommodation 142Assimilation 142
The Plural Society 142
Multiculturalism and Ethnic Identity 143
Roots of Ethnic Confl ict 145Prejudice and Discrimination 145
Chips in the Mosaic 146
Aftermaths of Oppression 146
APPRECIATING DIVERSITY: The Basques 148
Summary 150
Key Terms 151
Test Yourself! 151
Suggested Additional Readings 153
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Contents xiii
9 Gender 210UNDERSTANDING OURSELVES 212
Sex and Gender 212
Recurrent Gender Patterns 214
Gender among Foragers 217
APPRECIATING DIVERSITY: A Women’s Train for India 218
Gender among Horticulturalists 220Reduced Gender Stratifi cation—Matrilineal, Matrilocal Societies 221
Reduced Gender Stratifi cation—Matrifocal Societies 222
THROUGH THE EYES OF OTHERS: Motherhood as the Key Component of Female Identity in Serbia 223
Matriarchy 223
Increased Gender Stratifi cation—Patrilineal-Patrilocal Societies 224
Gender among Agriculturalists 225
Patriarchy and Violence 226
Gender and Industrialism 226The Feminization of Poverty 228
Sexual Orientation 229
APPRECIATING ANTHROPOLOGY: Hidden Women, Public Men–Public Women, Hidden Men 230
Summary 233
Key Terms 234
Test Yourself! 234
Suggested Additional Readings 236
8 Political Systems 182UNDERSTANDING OURSELVES 184
What is “The Political”? 184
Types and Trends 185
Bands and Tribes 186Foraging Bands 186
Tribal Cultivators 189
The Village Head 189
APPRECIATING DIVERSITY: Yanomami Update: Venezuela Takes Charge, Problems Arise 190
The “Big Man” 192
Pantribal Sodalities and Age Grades 192
Nomadic Politics 194
Chiefdoms 196Political and Economic Systems in Chiefdoms 197
Social Status in Chiefdoms 197
THROUGH THE EYES OF OTHERS: Comparing Political Parties in Guatemala and the United States 198
Status Systems in Chiefdoms and States 198
Stratifi cation 199
States 199Population Control 200
Judiciary 201
Enforcement 201
Fiscal Systems 201
Social Control 202Hegemony 203
Weapons of the Weak 203
Politics, Shame, and Sorcery 204
Summary 206
Key Terms 207
Test Yourself! 207
Suggested Additional Readings 209
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xiv Contents
11 Marriage 260UNDERSTANDING OURSELVES 262
What Is Marriage? 262
Incest and Exogamy 263
Explaining the Taboo 265Although Tabooed, Incest Does Happen 265
Instinctive Horror 266
Biological Degeneration 266
Attempt and Contempt 266
Marry Out or Die Out 267
Endogamy 267Caste 267
Royal Endogamy 268
Marital Rights and Same-Sex Marriage 269
THROUGH THE EYES OF OTHERS: Families, Kinship, and Descent (a Turkmen Student Writes) 269
10 Families, Kinship, and Descent 238
UNDERSTANDING OURSELVES 240
Families 240Nuclear and Extended Families 241
Industrialism and Family Organization 243
APPRECIATING DIVERSITY: Social Security, Kinship Style 244
Changes in North American Kinship 244
The Family among Foragers 247
Descent 248Descent Groups 248
Lineages, Clans, and Residence Rules 249
Ambilineal Descent 249
Family versus Descent 249
Kinship Calculation 250Genealogical Kin Types and Kin Terms 251
APPRECIATING ANTHROPOLOGY: When Are Two Dads Better than One?—When the Women Are in Charge 252
Kinship Terminology 253Lineal Terminology 254
Bifurcate Merging Terminology 254
Generational Terminology 255
Bifurcate Collateral Terminology 255
Summary 256
Key Terms 257
Test Yourself! 257
Suggested Additional Readings 259
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Contents xv
12 Religion 284UNDERSTANDING OURSELVES 286
What Is Religion? 286
Origins, Functions, and Expressions of Religion 287
Animism 287
Mana and Taboo 287
Magic and Religion 289
Anxiety, Control, Solace 289
Rituals 290
Rites of Passage 290
Totemism 291
APPRECIATING ANTHROPOLOGY: A Parisian Celebration and a Key Tourist Destination 292
THROUGH THE EYES OF OTHERS: Driven by Religion or by Popular Culture 294
Religion and Cultural Ecology 294Sacred Cattle in India 294
Social Control 295
Kinds of Religion 297
Religion in States 298Protestant Values and the Rise of Capitalism 298
World Religions 299
Religion and Change 300Revitalization Movements 301
Syncretisms 301
APPRECIATING DIVERSITY: Islam Expanding Globally, Adapting Locally 302
Antimodernism and Fundamentalism 304
A New Age 305
Secular Rituals 306
Summary 306
Key Terms 307
Test Yourself! 307
Suggested Additional Readings 309
Marriage as Group Alliance 271Bridewealth and Dowry 271
APPRECIATING ANTHROPOLOGY: Love and Marriage 272
Durable Alliances 275
Divorce 276
Plural Marriages 277Polygyny 277
APPRECIATING DIVERSITY: Five Wives and 55 Children 278
Polyandry 280
Summary 280
Key Terms 281
Test Yourself! 281
Suggested Additional Readings 283
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xvi Contents
14 The World System and Colonialism 340UNDERSTANDING OURSELVES 342
The World System 343The Emergence of the World System 343
APPRECIATING DIVERSITY: Bones Reveal Some Truth in “Noble Savage” Myth 344
Industrialization 346Causes of the Industrial Revolution 346
Socioeconomic Effects of Industrialization 348
Industrial Stratifi cation 348
THROUGH THE EYES OF OTHERS: Education and Colonialism 350
Colonialism 350British Colonialism 351
13 Arts, Media, and Sports 310
UNDERSTANDING OURSELVES 312
What Is Art? 312Art and Religion 313
Locating Art 314
Art and Individuality 316
The Work of Art 316
Art, Society, and Culture 317Ethnomusicology 317
THROUGH THE EYES OF OTHERS: Visual Arts in Hong Kong and the United States 320
Representations of Art and Culture 320
Art and Communication 320
Art and Politics 321
The Cultural Transmission of the Arts 321
The Artistic Career 323
APPRECIATING ANTHROPOLOGY: I’ll Get You, My Pretty, and Your Little R2 324
Continuity and Change 325
Media and Culture 327Using the Media 327
Assessing the Effects of Television 329
APPRECIATING DIVERSITY: What Ever Happened to Class? 330
Sports and Culture 332Football 332
What Determines International Sports Success? 333
Summary 336
Key Terms 337
Test Yourself! 337
Suggested Additional Readings 339
PA
RT 3
TH
E C
HA
NG
ING
WO
RLD
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Contents xvii
15 Global Issues Today 366UNDERSTANDING OURSELVES 368
Global Climate Change 369
APPRECIATING DIVERSITY: The Plight of Climate Refugees 370
Environmental Anthropology 373Global Assaults on Local Autonomy 375
Deforestation 376
Risk Perception 377
Interethnic Contact 378Religious Change 378
Cultural Imperialism 379
Making and Remaking Culture 381Indigenizing Popular Culture 381
A Global System of Images 381
A Global Culture of Consumption 382
People in Motion 383
APPRECIATING ANTHROPOLOGY: Giving up the American Dream 384
Indigenous Peoples 386Identity in Indigenous Politics 387
The Continuance of Diversity 388
Summary 388
Key Terms 389
Test Yourself! 389
Suggested Additional Readings 391
Glossary 393
Bibliography 401
Credits 421
Index 423
Map Atlas 439
French Colonialism 352
Colonialism and Identity 353
Postcolonial Studies 353
Development 354Neoliberalism 354
The Second World 355Communism 355
Postsocialist Transitions 356
The World System Today 357
APPRECIATING ANTHROPOLOGY: Is Mining Sustainable? 358
Industrial Degradation 359
Summary 361
Key Terms 362
Test Yourself! 362
Suggested Additional Readings 364
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xix
appreciating ANTHROPOLOGY
Anthropologist’s Son Elected President 16
Remote and Poked, Anthropology’s Dream Tribe 30
Should Anthropologists Study Terrorism? 60
Archaeologist in New Orleans Finds a Way to Help the Living 84
Using Modern Technology to Preserve Linguistic and Cultural Diversity 120
What’s Wrong with Race? 134
A World on Fire 164
Hidden Women, Public Men—Public Women, Hidden Men 230
When Are Two Dads Better than One?—When the Women Are in Charge 252
Love and Marriage 272
A Parisian Celebration and a Key Tourist Destination 292
I’ll Get You, My Pretty, and Your Little R2 324
Is Mining Sustainable? 358
Giving up the American Dream 384
appreciating D I V E R S I T Y
“Give Me a Hug” 6
Culture Clash: Makah Seek Return to Whaling Past 40
Even Anthropologists Get Culture Shock 52
Culturally Appropriate Marketing 94
Googling Locally 112
The Basques 148
Scarcity and the Betsileo 172
Yanomami Update: Venezuela Takes Charge, Problems Arise 190
A Women’s Train for India 218
Social Security, Kinship Style 244
Five Wives and 55 Children 278
Islam Expanding Globally, Adapting Locally 302
What Ever Happened to Class? 330
Bones Reveal Some Truth in “Noble Savage” Myth 344
The Plight of Climate Refugees 370
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xx List of Boxes
living anthropology VIDEOS
“New” Knowledge among the Batak 10
Being Raised Canela 29
Adoption into the Canela 56
Unearthing Evil: Archaeology in the Cause of Justice 81
Language Acquisition 108
The Return Home 146
Insurance Policies for Hunter-Gatherers? 175
Leadership among the Canela 189
Marginalization of Women 213
Tradition Meets Law: Families of China 242
Courtship among the Dinka 275
Ritual Possession 299
Art of the Aborigines 322
Globalization 355
Cultural Survival through History 380
RECAP
Forms of Cultural and Biological Adaptation (to High Altitude) 8
Ethnography and Ethnology—Two Dimensions of Cultural Anthropology 10
Steps in the Scientifi c Method 19
Ethnography and Survey Research Contrasted 59
Timeline and Key Works in Anthropological Theory 73
The Four Subfi elds and Two Dimensions of Anthropology 81
Advantages and Disadvantages (Depending on Environment) of Dark and Light Skin Color 132
Language Contrasted with Call Systems 105
Types of Ethnic Interaction 147
Foragers Then and Now 159
Yehudi Cohen’s Adaptive Strategies (Economic Typology) Summarized 167
Economic Basis of and Political Regulation in Bands, Tribes, Chiefdoms, and States 199
The Four Systems of Kinship Terminology, with Their Social and Economic Correlates 256
Oppositions between Liminality and Normal Social Life 291
Anthony F. C. Wallace’s Typology of Religions 298
Star Wars as a Structural Transformation of The Wizard of Oz 326
Ascent and Decline of Nations within the World System 357
What Heats, What Cools, the Earth? 373
through the eyes of OTHERS
Changing Places, Changing Identities 13
Bulgarian Hospitality 33
It’s All in the Nickname 111
Children, Parents, and Family Economics 166
Comparing Political Parties in Guatemala and the United States 198
Motherhood as the Key Component of Female Identity in Serbia 223
Families, Kinship, and Descent (a Turkmen Student Writes) 269
Driven by Religion or by Popular Culture 294
Visual Arts in Hong Kong and the United States 320
Education and Colonialism 350
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Conrad Phillip Kottak (A.B. Columbia College, 1963;
Ph.D. Columbia University, 1966) is the Julian H. Steward
Collegiate Professor of Anthropology at the University
of Michigan, where he has taught since 1968. He
served as Anthropology Department chair from 1996
to 2006. In 1991 he was honored for his teaching by
the university and the state of Michigan. In 1992 he
received an excellence in teaching award from the
College of Literature, Sciences, and the Arts of the Uni-
versity of Michigan. In 1999 the American Anthropo-
logical Association (AAA) awarded Professor Kottak
the AAA/Mayfi eld Award for Excellence in the Under-
graduate Teaching of Anthropology. In 2005 he was
elected to the American Academy of Arts and Sciences,
and in 2008 to the National Academy of Sciences.
Professor Kottak has done ethnographic fi eldwork
in Brazil (since 1962), Madagascar (since 1966), and
the United States. His general interests are in the pro-
cesses by which local cultures are incorporated—and
resist incorporation—into larger systems. This inter-
est links his earlier work on ecology and state forma-
tion in Africa and Madagascar to his more recent
research on globalization, national and international
culture, and the mass media.
The fourth edition of Kottak’s popular case study
Assault on Paradise: The Globalization of a Little Com-
munity in Brazil, based on his continuing fi eld work in
Arembepe, Bahia, Brazil, was published in 2006 by
McGraw-Hill. In a research project during the 1980s,
Kottak blended ethnography and survey research in
studying “Television’s Behavioral Effects in Brazil.”
That research is the basis of Kottak’s book Prime-Time
Society: An Anthropological Analysis of Television and
Culture (revised edition published by Left Coast Press
in 2010)—a comparative study of the nature and im-
pact of television in Brazil and the United States.
Kottak’s other books include The Past in the Pres-
ent: History, Ecology and Cultural Variation in Highland
Madagascar (1980), Researching American Culture:
A Guide for Student Anthropologists (edited 1982)
(both University of Michigan Press), and Madagascar:
Society and History (edited 1986) (Carolina Academic
Press). His most recent editions (14th) of Anthropol-
ogy: Appreciating Human Diversity and Cultural
Anthropology: Appreciating Cul-
tural Diversity (this book) are be-
ing published by McGraw-Hill in
2010. He also is the author of Mir-
ror for Humanity: A Concise Intro-
duction to Cultural Anthropology
(7th ed., McGraw-Hill, 2010) and
Window on Humanity: A Concise
Introduction to Anthropology
(4th ed., McGraw-Hill, 2010). With
Kathryn A. Kozaitis, he wrote On
Being Different: Diversity and Multiculturalism in the
North American Mainstream (3rd ed., McGraw-Hill,
2008).
Conrad Kottak’s articles have appeared in aca-
demic journals, including American Anthropologist,
Journal of Anthropological Research, American Eth-
nologist, Ethnology, Human Organization, and Luso-
Brazilian Review. He also has written for more popular
journals, including Transaction/SOCIETY, Natural His-
tory, Psychology Today, and General Anthropology.
In recent research projects, Kottak and his col-
leagues have investigated the emergence of ecological
awareness in Brazil, the social context of deforestation
and biodiversity conservation in Madagascar, and
popular participation in economic development plan-
ning in northeastern Brazil. Professor Kottak has been
active in the University of Michigan’s Center for the
Ethnography of Everyday Life, supported by the Alfred
P. Sloan Foundation. In that capacity, for a research
project titled “Media, Family, and Work in a Middle-
Class Midwestern Town,” Kottak and his colleague
Lara Descartes have investigated how middle-class
families draw on various media in planning, manag-
ing, and evaluating their choices and solutions with
respect to the competing demands of work and
family. That research is the basis of his recent book
Media and Middle Class Moms: Images and Realties
of Work and Family (Descartes and Kottak 2009,
Routledge/Taylor and Francis).
Conrad Kottak appreciates comments about his
books from professors and students. He can be
reached by e-mail at the following Internet address:
Conrad Phillip Kottak
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