culture and media chapter 3 lecture powerpoint © w. w. norton & company, 2008
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Culture and
Media
Chapter 3
Lecture PowerPoint
© W. W. Norton & Company, 2008
Definitions of Culture
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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Culture can be loosely defined as a set of beliefs, traditions, and practices.
Definitions of Culture
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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
Definitions of Culture
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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.
Material vs. Nonmaterial Culture
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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Material culture = constructed physical environment, such as books, technology, fashion, and monuments.
Nonmaterial culture =
values, beliefs, behaviors, and social
norms.
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)
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
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
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
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.)
Subcultures and Countercultures
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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
Cultural relativity
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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
Where does culture come from?
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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)
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
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.
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
Media: Carriers of Culture
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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.
Media: carriers of culture
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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Hegemony: people and societies shape and are shaped by culture. Media encourage people to “buy in” to dominant values.
The Media Life Cycle
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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
Media Effects
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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)
Where Do Stereotypes Come From?
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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
Political Economy of the Media
You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.
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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