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1 03 CHAPTER Individual IS CULTURE? ONE DIFFERENTIATES CULTURE DOES CULTURE INFLUENCE DOES CULTURE SOCIOLOGICAL SOCIOLOGICAL THEORY AND STUDY? FROM ANOTHER? “Today, we “Today, must look to the city of Las

WHAT HOW WHAT entrepreneurial adventures. If adventures. there is entrepreneurial no such statue, there ought to be, just as there is a statue of a Minute Man to recall the Age of Boston, as the Statue of Liberty recalls the Age of New York. for as our national a Nevada, metaphor Vegas, thirty-foot- a symbol its aspiration, and character a and of a machine slot picture cardboard high devot- entirely city a is Vegas Las For girl. chorus pro- such as and entertainment, of idea dis- the to public ed all which in culture a of spirit the claims the of form takes entertain- increasingly course edu- athletics, news, religion, politics, Our ment. have and been transformed cation, commerce into congenial adjuncts of show largely without protest or business, even much popular notice. The result is that we are a people on the verge of amusing ourselves to death.” for the Q A Framework times in our history, different cities have different been times in our history, the focal point of a radiating American spirit. In the late eighteenth century, for example, radicalism political a of center the was Boston that ignited a shot heard round the world—a shot that could not have any been other fired report, its At Boston. of suburbs the but place all Americans, including Virginians, became Bostonians at heart. In the became the symbol of mid-nineteenth the New York century, idea of a melting-pot America—or at least a non-English one—as the wretched from refuse all over the world disembarked at Ellis Island and spread over the land their strange languages and even stranger ways. In the early twentieth century, Chicago, the city of big shoulders and heavy winds, symbolize came to the of a is a statue If there of America. dynamism industrial hog butcher somewhere energy in Chicago, then it and stands as a reminder America was railroads, of cattle, steel mills and the time when “At different “At CULTURE 47

1 03 CHAPTER Individual IS CULTURE? ONE DIFFERENTIATES CULTURE DOES CULTURE INFLUENCE DOES CULTURE SOCIOLOGICAL SOCIOLOGICAL THEORY AND STUDY? FROM ANOTHER? “Today, we “Today, must look to the city of Las

WHAT HOW WHAT entrepreneurial adventures. If adventures. there is entrepreneurial no such statue, there ought to be, just as there is a statue of a Minute Man to recall the Age of Boston, as the Statue of Liberty recalls the Age of New York. for as our national a Nevada, metaphor Vegas, thirty-foot- a symbol its aspiration, and character a and of a machine slot picture cardboard high devot- entirely city a is Vegas Las For girl. chorus pro- such as and entertainment, of idea dis- the to public ed all which in culture a of spirit the claims the of form takes entertain- increasingly course edu- athletics, news, religion, politics, Our ment. have and been transformed cation, commerce into congenial adjuncts of show largely without protest or business, even much popular notice. The result is that we are a people on the verge of amusing ourselves to death.” for the Q A Framework times in our history, different cities have different been times in our history, the focal point of a radiating American spirit. In the late eighteenth century, for example, radicalism political a of center the was Boston that ignited a shot heard round the world—a shot that could not have any been other fired report, its At Boston. of suburbs the but place all Americans, including Virginians, became Bostonians at heart. In the became the symbol of mid-nineteenth the New York century, idea of a melting-pot America—or at least a non-English one—as the wretched from refuse all over the world disembarked at Ellis Island and spread over the land their strange languages and even stranger ways. In the early twentieth century, Chicago, the city of big shoulders and heavy winds, symbolize came to the of a is a statue If there of America. dynamism industrial hog butcher somewhere energy in Chicago, then it and stands as a reminder America was railroads, of cattle, steel mills and the time when “At different “At CULTURE Chapter 3 48 get the topic: the get thosewho came before us. our adopt Wesocieties. human for and by builtframework a is It culture: about there’s “natural” nothing but us, to naturalperfectly seem mayfollow we behavioralcodes the and speak languageswe The butcan we name the vice president? which star TV recently got arrested, who’sdating who in Hollywood and that focuses trivia. on We know all rapidly areWe becoming society a that a that generations of a society.a of generations future to on pass to enough important are that objects material CULTURE professor and social commentator Neil Postman Neil commentator social and professor culture based purely on technology and TV and technology on purely based culture © is the language, beliefs, values, norms, behaviors, and behaviors, norms, values, beliefs, language, the is sounds a sociological alarm, warning readers warning alarm, sociological a sounds is not necessarily a culture worth enjoying. worth culture a necessarily not is --- In his book his In Amusing Ourselves to Death to Ourselves Amusing I of w i cu t f t R a m n a o h f WHAT IS CULTURE?WHATIS

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Due to conquest,commerce,toand planet.Due the ferentlanguages on writing systems, but all cultures use some form of language. 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Culture 9 9 4 4 Chapter 3 48 get the topic: the get thosewho came before us. our adopt Wesocieties. human for and by builtframework a is It culture: about there’s “natural” nothing but us, to naturalperfectly seem mayfollow we behavioralcodes the and speak languageswe The butcan we name the vice president? which star TV recently got arrested, who’sdating who in Hollywood and that focuses trivia. on We know all rapidly areWe becoming society a that a that generations of a society.a of generations future to on pass to enough important are that objects material CULTURE professor and social commentator Neil Postman Neil commentator social and professor culture based purely on technology and TV and technology on purely based culture © is the language, beliefs, values, norms, behaviors, and behaviors, norms, values, beliefs, language, the is sounds a sociological alarm, warning readers warning alarm, sociological a sounds is not necessarily a culture worth enjoying. worth culture a necessarily not is --- In his book his In Amusing Ourselves to Death to Ourselves Amusing I of w i cu t f t R a m n a o h f WHAT IS CULTURE?WHATIS

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Culture 9 9 4 4 51 Culture are are two or Value Value clusters differences in the differences occurs. occurs. For example, equality and racism are structure of language structure in parallel differences the thinking of the speakers “The of those languages.” are are two or more values that support each other. occurs when two or more values are at odds. help us define values, usually in terms of opposites. help help us define values, usually in terms of opposites. For are symbols we make using our bodies, such as facial value value conflict are are a part nonmaterial of culture that a represent society’s , part of a society’s nonmaterial culture, represent cultural standards cultural represent culture, nonmaterial society’s a of part , Value Value pairs GESTURES expressions, hand movements, eye contact, bodyand language.other types of VALUES cultural standards by which we determine what is good, bad, right, or wrong. PAIRS VALUE CLUSTERS VALUE VALUE CONFLICT VALUE VALUES Values by which we determine what is good, bad, right, or wrong. Sometimes, these as values are or expressed proverbs that sayings teach us how to live. Do you the recognize phrase, “Life is like a box of chocolates—you popular is saying modern-day This get”? to going you’re what know never capa- are Cultures unpredictability. life’s embrace who those among today to change values a for culture’s possible so it’s change, and of growth ble time. over every positive value, we have a negative one. We may also hold values that support or contradict and our equality both other value you values. say Let’s other. each support that values more con- similar are they because cluster value a form values These tolerance. When two or values are more at each odds, other. cepts that strengthen a however, conflicting values. values. conflicting A NSWERS : 1. b; 2. a; 3. b 3. a; 2. b; 1. you know what it means to give a high five in Honduras or a to it a what give in thumbs- you means know five Honduras high pat your mouth and let out a giant yawn a giant out let and mouth your pat flute imaginary an playing mime fingers index and middle your with nose your push “What’s going on?” going “What’s a rat—literally.” smell “I itches!” nose “My using the right hand for eating for hand right the using shoe your of sole the someone showing someone with hand in hand walking How would you let a French person know he’s boring you to tears? to you boring he’s know person a French let you would How a. b. c. Your Puerto Rican friend wiggles her nose at you. What’s she saying? she What’s you. at nose her wiggles friend Rican Puerto Your a. b. c. Which gesture is considered offensive in Egypt? in offensive considered is gesture Which a. b. c. International Gestures Quiz savvy. Think culturally you’re if out find to IQ language body your Test Thailand? in up 1. 2. 3. are symbols we make using our bodies, such expres- such as we facial our using make bodies, symbols are sions, hand movements, eye contact, and of eye types other contact, body language. hand movements, sions, symbolic meaning can A vary widely When between cultures: gesture’s I client’s my I interpreted man, American a Native to a counselor as worked that learned I until distrust of sign a as me with contact eye make to refusal rude. considered is eye the in someone looking culture, his in GESTURE not it’s culture, of nonmaterial is component a primary language Although the only one. Another symbol system that differs by culture is gesture. Gestures Imagine The The Sapir-Whorf 7 after studying many after studying 6 er’s worldview. er’s Have Have you ever considered The The structure of a language strongly influences the influences speak- strongly how much language actually language how much 2. influences influences our thinking? locations; instead, the group has Australia Australia has no words for relative group group from Cape York Peninsula in Ongoing research into the Sapir-Whorf research Ongoing cepts? cepts? Probably not. An aboriginal that the English language had no words no had language English the that for right, left, front, or back. Would you or Would back. front, left, for right, still still be able to understand these con- 8 but our use of language speak languages. speak Sapir-Whorf hypothesis, Sapir-Whorf when asked to describe their location in relative in location their describe to asked when terms. do learn English, do so learn English, they have an understand- learn learn English at an early age, they struggle ing of relative location. However, if they do ing However, not of location. relative hypothesis hypothesis suggests that because language north, north, and south. Most members of the group words for absolute location, such as east, west, east, as such location, absolute for words influences thinking, it also influences culture. influences also it thinking, influences differences differences in the thinking of the people who The differences in the structure of language parallel language of structure the in differences The influences influences how we perceive 1. 1. which which in turn influences our expe- things, Language hypothesis proposes two key points: points: key two proposes hypothesis

>>> and languages different the people who spoke them. conclusion, known as the conclusion, The Sapir-Whorf The Hypothesis Sapir-Whorf of in the language our to Benjamin importance lives. overstate difficult It’s language that suggested Sapir, Edward anthropologist of a student Whorf, this reached Whorf and Sapir connected. directly are patterns thinking and rience of the world. Our experiences help us develop language, also influences our experience. All All languages contain what 4 is a hypothesis, first advanced by is a hypothesis, first advanced is culture passing from one generation to generation one from passing culture is For instance, the subject of a sentence gen- sentence a of subject the instance, For 5 do you think this is? The lyrics of rap music . Thanks to cultural trans- cultural to Thanks . transmission cultural >>> Why often prize material culture. Language not only advances our knowledge; it also Research by Coppola and Newport supports much of Chomsky’s the- Chomsky’s of much supports Newport and Coppola by Research CULTURAL TRANSMISSION CULTURAL language. through next the SAPIR-WHORF HYPOTHESIS Edward Sapir in 1929 and subsequently developed by Benjamin Whorf, that Whorf, Benjamin by developed subsequently and and 1929 in perception Sapir Edward speaker’s native a determines language a of structure the experience. of categorization

erally appears at the beginning of the statement. Such findings point to an to point findings Such statement. the of beginning the at appears erally theo- Chomsky’s support and of language construction in the logic innate grammar. universal of ry brings us together by helping us create social con- sensus, or agreement. If you and I were to meet, we could use language to exchange ideas, debate, or decide on a course of action. Language is inherently social: It serves as a tool for sharing past memories, making plans, and building relationships. mission, you can use information improve your own life. others transmissionCultural also have helps spread learned to technology: Scientific studies of electricity and the development cell today’s made microchip the and technology microwave of phones and computers possible. Cultural Cultural Transmission evi- of plenty There’s crucial? culturally it is but tool, useful a is Language dence to support the idea that a system of communication is, in fact, a critical aspect of culture. Culture often passes from one generation to the next through language. We phenomenon call this Universal Grammar to ability beings’ human that suggests Chomsky Noam linguist famous The use language comes from common roots. ory. In their study of deaf subjects who were isolated and knew no and knew official isolated who were of subjects deaf study In their ory. sign language, Coppola and Newport found that these “home people’s sign language” (i.e., language that they follows developed themselves) a style. grammatical predictable Chomsky calls a “universal grammar.” This term refers not to particular lan- particular to not refers term This grammar.” “universal a calls Chomsky Chomsky constructed. are languages which in way the to but rules guage that, in theorizes among other construc- sentence things, commonalities tion and word pronunciation connect languages throughout the world. he Furthermore, says, grammar universal begins in at children about the same age, regardless of culture. observations Chomsky’s suggest that language. for need innate an have humans

Chapter 3 Chapter 0 0 5 5 51 Culture are are two or Value Value clusters differences in the differences occurs. occurs. For example, equality and racism are structure of language structure in parallel differences the thinking of the speakers “The of those languages.” are are two or more values that support each other. occurs when two or more values are at odds. help us define values, usually in terms of opposites. help help us define values, usually in terms of opposites. For are symbols we make using our bodies, such as facial value value conflict are are a part nonmaterial of culture that a represent society’s , part of a society’s nonmaterial culture, represent cultural standards cultural represent culture, nonmaterial society’s a of part , Value Value pairs GESTURES expressions, hand movements, eye contact, bodyand language.other types of VALUES cultural standards by which we determine what is good, bad, right, or wrong. PAIRS VALUE CLUSTERS VALUE VALUE CONFLICT VALUE VALUES Values by which we determine what is good, bad, right, or wrong. Sometimes, these as values are or expressed proverbs that sayings teach us how to live. Do you the recognize phrase, “Life is like a box of chocolates—you popular is saying modern-day This get”? to going you’re what know never capa- are Cultures unpredictability. life’s embrace who those among today to change values a for culture’s possible so it’s change, and of growth ble time. over every positive value, we have a negative one. We may also hold values that support or contradict and our equality both other value you values. say Let’s other. each support that values more con- similar are they because cluster value a form values These tolerance. When two or values are more at each odds, other. cepts that strengthen a however, conflicting values. values. conflicting A NSWERS : 1. b; 2. a; 3. b 3. a; 2. b; 1. you know what it means to give a high five in Honduras or a to it a what give in thumbs- you means know five Honduras high pat your mouth and let out a giant yawn a giant out let and mouth your pat flute imaginary an playing mime fingers index and middle your with nose your push “What’s going on?” going “What’s a rat—literally.” smell “I itches!” nose “My using the right hand for eating for hand right the using shoe your of sole the someone showing someone with hand in hand walking How would you let a French person know he’s boring you to tears? to you boring he’s know person a French let you would How a. b. c. Your Puerto Rican friend wiggles her nose at you. What’s she saying? she What’s you. at nose her wiggles friend Rican Puerto Your a. b. c. Which gesture is considered offensive in Egypt? in offensive considered is gesture Which a. b. c. International Gestures Quiz savvy. Think culturally you’re if out find to IQ language body your Test Thailand? in up 1. 2. 3. are symbols we make using our bodies, such expres- such as we facial our using make bodies, symbols are sions, hand movements, eye contact, and of eye types other contact, body language. hand movements, sions, symbolic meaning can A vary widely When between cultures: gesture’s I client’s my I interpreted man, American a Native to a counselor as worked that learned I until distrust of sign a as me with contact eye make to refusal rude. considered is eye the in someone looking culture, his in GESTURE not it’s culture, of nonmaterial is component a primary language Although the only one. Another symbol system that differs by culture is gesture. Gestures Imagine The The Sapir-Whorf 7 after studying many after studying 6 er’s worldview. er’s Have Have you ever considered The The structure of a language strongly influences the influences speak- strongly how much language actually language how much 2. influences influences our thinking? locations; instead, the group has Australia Australia has no words for relative group group from Cape York Peninsula in Ongoing research into the Sapir-Whorf research Ongoing cepts? cepts? Probably not. An aboriginal that the English language had no words no had language English the that for right, left, front, or back. Would you or Would back. front, left, for right, still still be able to understand these con- 8 but our use of language speak languages. speak Sapir-Whorf hypothesis, Sapir-Whorf when asked to describe their location in relative in location their describe to asked when terms. do learn English, do so learn English, they have an understand- learn learn English at an early age, they struggle ing of relative location. However, if they do ing However, not of location. relative hypothesis hypothesis suggests that because language north, north, and south. Most members of the group words for absolute location, such as east, west, east, as such location, absolute for words influences thinking, it also influences culture. influences also it thinking, influences differences differences in the thinking of the people who The differences in the structure of language parallel language of structure the in differences The influences influences how we perceive 1. 1. which which in turn influences our expe- things, Language hypothesis proposes two key points: points: key two proposes hypothesis

>>> and languages different the people who spoke them. conclusion, known as the conclusion, The Sapir-Whorf The Hypothesis Sapir-Whorf of in the language our to Benjamin importance lives. overstate difficult It’s language that suggested Sapir, Edward anthropologist of a student Whorf, this reached Whorf and Sapir connected. directly are patterns thinking and rience of the world. Our experiences help us develop language, also influences our experience. All All languages contain what 4 is a hypothesis, first advanced by is a hypothesis, first advanced is culture passing from one generation to generation one from passing culture is For instance, the subject of a sentence gen- sentence a of subject the instance, For 5 do you think this is? The lyrics of rap music . Thanks to cultural trans- cultural to Thanks . transmission cultural >>> Why often prize material culture. Language not only advances our knowledge; it also Research by Coppola and Newport supports much of Chomsky’s the- Chomsky’s of much supports Newport and Coppola by Research CULTURAL TRANSMISSION CULTURAL language. through next the SAPIR-WHORF HYPOTHESIS Edward Sapir in 1929 and subsequently developed by Benjamin Whorf, that Whorf, Benjamin by developed subsequently and and 1929 in perception Sapir Edward speaker’s native a determines language a of structure the experience. of categorization

erally appears at the beginning of the statement. Such findings point to an to point findings Such statement. the of beginning the at appears erally theo- Chomsky’s support and of language construction in the logic innate grammar. universal of ry brings us together by helping us create social con- sensus, or agreement. If you and I were to meet, we could use language to exchange ideas, debate, or decide on a course of action. Language is inherently social: It serves as a tool for sharing past memories, making plans, and building relationships. mission, you can use information improve your own life. others transmissionCultural also have helps spread learned to technology: Scientific studies of electricity and the development cell today’s made microchip the and technology microwave of phones and computers possible. Cultural Cultural Transmission evi- of plenty There’s crucial? culturally it is but tool, useful a is Language dence to support the idea that a system of communication is, in fact, a critical aspect of culture. Culture often passes from one generation to the next through language. We phenomenon call this Universal Grammar to ability beings’ human that suggests Chomsky Noam linguist famous The use language comes from common roots. ory. In their study of deaf subjects who were isolated and knew no and knew official isolated who were of subjects deaf study In their ory. sign language, Coppola and Newport found that these “home people’s sign language” (i.e., language that they follows developed themselves) a style. grammatical predictable Chomsky calls a “universal grammar.” This term refers not to particular lan- particular to not refers term This grammar.” “universal a calls Chomsky Chomsky constructed. are languages which in way the to but rules guage that, in theorizes among other construc- sentence things, commonalities tion and word pronunciation connect languages throughout the world. he Furthermore, says, grammar universal begins in at children about the same age, regardless of culture. observations Chomsky’s suggest that language. for need innate an have humans

Chapter 3 Chapter 0 0 5 5 >>> It’s customary for players and Nationalism and Patriotism. We use the term civil religion to Fifteen U.S. Values According to Sociologist ROBIN WILLIAMS 12 describe national pride and patriotism when it takes on an fans alike to remove their hat, almost religious context.13 In our everyday lives, you and I might engage place their right hand on their in ritualistic patriotism without much thought. For example: If someone asked you to list the values of people in today’s society, hearts, and sing the national • What does singing the national anthem before sporting events have to what would you include? Famous sociologist Robin Williams (not the anthem before sporting events. do with sports? comedian) suggests there are fifteen dominant values in the United States.9 Why do so at an event that has • What does starting the school day with the pledge of allegiance have nothing to do with politics, to do with learning? Democracy. As any politician running for elected office patriotism, or war? 13 would be happy to tell you, voting is a valuable aspect of civic engagement in our democracy. For a significant number of U.S. cit- Achievement and Success. What do you want to accomplish Progress. People who value progress believe in “moving forward” izens, inspiring democratic systems of government in other nations is 1 with your life? Each of us has our own definition of success. For 6 by making changes and proposing ideas designed to improve valuable, too. In the past 18 years, the number of electoral democracies some it means having a high income, for others a college degree, still society. For example, you (and most of the people you know) probably in the world has doubled. Although more than half of the countries in the others simply want a better life than their parents had. Since success is believe that, to some extent at least, new technology improves life. This world have democracies, not all of those countries give their residents the an abstract concept, we often look at our achievements to determine belief is one motivator behind the One Laptop Per Child program, which freedoms U.S. citizens take for granted. In 2005, Freedom House report- whether or not we’ve been successful. sends kid-friendly, wireless-enabled laptops to developing countries in an ed that only 89 of the 122 electoral democracies are “free” in the same attempt to increase children’s educational opportunities.12 14 Activity and Work. It’s what you might call the American dream: With sense as the United States is. 2 enough hard work, anyone can pave a path to success. Thanks in part Material Comfort. If you’ve ever felt like you have too much Individual Personality. When Williams discusses “individual to this widely held belief, work has become a strong cultural value in the United 7 “stuff”—and yet you still want more—you’re far from alone. The 14 personality,” he’s talking about individualism, or the tendency States. We don’t like when others call us “lazy” or “idle,” and we fill free time desire for material comfort drives many of us to buy bigger homes and fill to look at the world through the lens of the individual rather than the lens with hobbies and activities. In fact, we spend more time on the job than most them with things that make our lives easier, like wireless Internet. There 10 of family or community. If you have an individualist worldview, you believe people in the industrialized world. are more Wi-Fi hotspots in the United States than in the United Kingdom, that people are autonomous—in other words, people’s choices and the Russian Federation, and Taiwan combined. actions are not predetermined by their positions in society. Because indi- Moral Orientation. U.S. citizens have a tendency toward vidualists tend to place personal goals ahead of group goals, tension 3 absolute ethical judgments regarding what is good, bad, right, or Equality. Since the Declaration of Independence was penned, often develops in groups of individualists.15 wrong. For example, when President George W. Bush suggested in 2003 8 people in the United States have embraced the notion that all

that North Korea, Iran, and Iraq formed an “axis of evil,” he was using an people should be treated equally regardless of race, gender, social class, Racism and Related Group Superiority. According to 5 2 3 5 absolute moral orientation. or religious background. However, we don’t always put our egalitarian 15 Williams, racism is a value in the United States, though not a

values into practice. For example, female CEOs ran only 12 Fortune 500 positive one. Historical examples of racism toward non-Caucasian citi- Culture 4 Humanitarianism. In the United States, many people are generous companies in 2007. This gender disparity reflects women’s struggle to Science and Secular Rationality. In the United States, zens abound, but racism is very much a contemporary issue. The town and value philanthropy. In times of crisis, we are willing to help. After achieve equality in the workplace. 11 scientific proof and rational thought aren’t concepts to be of Jena, Louisiana, made national headlines when, in 2006, nooses were Hurricane Katrina in 2005, people all over the country assisted the residents Chapter 3 sneezed at. The essence of the scientific method is to use logic, order, hung from a tree and six African-American students were charged with Freedom. Generally, U.S. citizens place high value on civil liberties of New Orleans and the Gulf Coast area. Organizations raised more than and rational thought to attain knowledge. Many of us believe that logic attempted murder for beating up a white student. The case of the “Jena 11 9 and the rights of the individual. Civil liberties limit the power of the $3.27 billion, including about $1 billion in the first three weeks. and science can solve any problem that arises, including complex issues Six” makes it painfully clear that the United States continues to struggle government in our daily lives. We value our freedom to speak our minds, such as a cure for cancer or a solution to global warming. with issues of race.16 Efficiency and Practicality. People in the United States seek the hold independent beliefs, and follow the religious practices of our choice. 5 most benefit for the least effort. We believe that efficiency helps us achieve goals quickly and easily. External Conformity. Don’t underestimate the power of a 10 group to influence your choices. If you value external conform- ity, you’re probably eager to fit in with those around you. When you were in high school, for example, other students probably influenced your desire to have the latest and great- Individualistic and are less likely to answer with extremes on sur- U.S. companies are likely to find that their est clothes, shoes, or haircut. veys. On a survey that allows participants to business strategies don’t succeed as well. Collectivistic Views strongly agree, agree, disagree, and strongly dis- Collectivist nations’ business styles often dif- Individualism, while it may be a core U.S. agree, U.S. citizens are more likely to choose fer from those of U.S. companies; In China, value, is hardly universal across the globe; “strongly agree” and “strongly disagree,” whereas for example, businesspeople greatly value people in countries such as Japan are more Chinese and Japanese participants tend to guanxi, or relationship development. While 19 apt to see things through the lens of collec- choose the less extreme responses. people working in the United States might 17 <<< Judging from the tivism. In a collectivist culture, interdepend- Important cultural differences like these can not be used to building strong interpersonal quantity of belongings ence is valued over independence, group inform business situations. For example, relationships with potential business partners 18 goals valued over individual wants and needs. research has found that a culture’s orientation, before even starting to work on a project, this strewn across the lawn, How do our individualist or collectivist whether individualistic or collectivist, does influ- type of in-depth relationship cultivation is crit- it’s safe to say that this views affect us in practical terms? For starters, ence economic development, and vice versa. ical in China. U.S. companies must be sensi- let’s consider how we respond to questions. When individualist U.S. businesses enter collec- tive to cultural differences and adapt their family places a high value Research has shown that people from more tivist countries without well-established legal business practices accordingly to 20 on material comfort. collective societies, such as China and Japan, codes, regulations, and court systems, these be successful. >>> It’s customary for players and Nationalism and Patriotism. We use the term civil religion to Fifteen U.S. Values According to Sociologist ROBIN WILLIAMS 12 describe national pride and patriotism when it takes on an fans alike to remove their hat, almost religious context.13 In our everyday lives, you and I might engage place their right hand on their in ritualistic patriotism without much thought. For example: If someone asked you to list the values of people in today’s society, hearts, and sing the national • What does singing the national anthem before sporting events have to what would you include? Famous sociologist Robin Williams (not the anthem before sporting events. do with sports? comedian) suggests there are fifteen dominant values in the United States.9 Why do so at an event that has • What does starting the school day with the pledge of allegiance have nothing to do with politics, to do with learning? Democracy. As any politician running for elected office patriotism, or war? 13 would be happy to tell you, voting is a valuable aspect of civic engagement in our democracy. For a significant number of U.S. cit- Achievement and Success. What do you want to accomplish Progress. People who value progress believe in “moving forward” izens, inspiring democratic systems of government in other nations is 1 with your life? Each of us has our own definition of success. For 6 by making changes and proposing ideas designed to improve valuable, too. In the past 18 years, the number of electoral democracies some it means having a high income, for others a college degree, still society. For example, you (and most of the people you know) probably in the world has doubled. Although more than half of the countries in the others simply want a better life than their parents had. Since success is believe that, to some extent at least, new technology improves life. This world have democracies, not all of those countries give their residents the an abstract concept, we often look at our achievements to determine belief is one motivator behind the One Laptop Per Child program, which freedoms U.S. citizens take for granted. In 2005, Freedom House report- whether or not we’ve been successful. sends kid-friendly, wireless-enabled laptops to developing countries in an ed that only 89 of the 122 electoral democracies are “free” in the same attempt to increase children’s educational opportunities.12 14 Activity and Work. It’s what you might call the American dream: With sense as the United States is. 2 enough hard work, anyone can pave a path to success. Thanks in part Material Comfort. If you’ve ever felt like you have too much Individual Personality. When Williams discusses “individual to this widely held belief, work has become a strong cultural value in the United 7 “stuff”—and yet you still want more—you’re far from alone. The 14 personality,” he’s talking about individualism, or the tendency States. We don’t like when others call us “lazy” or “idle,” and we fill free time desire for material comfort drives many of us to buy bigger homes and fill to look at the world through the lens of the individual rather than the lens with hobbies and activities. In fact, we spend more time on the job than most them with things that make our lives easier, like wireless Internet. There 10 of family or community. If you have an individualist worldview, you believe people in the industrialized world. are more Wi-Fi hotspots in the United States than in the United Kingdom, that people are autonomous—in other words, people’s choices and the Russian Federation, and Taiwan combined. actions are not predetermined by their positions in society. Because indi- Moral Orientation. U.S. citizens have a tendency toward vidualists tend to place personal goals ahead of group goals, tension 3 absolute ethical judgments regarding what is good, bad, right, or Equality. Since the Declaration of Independence was penned, often develops in groups of individualists.15 wrong. For example, when President George W. Bush suggested in 2003 8 people in the United States have embraced the notion that all

that North Korea, Iran, and Iraq formed an “axis of evil,” he was using an people should be treated equally regardless of race, gender, social class, Racism and Related Group Superiority. According to 5 2 3 5 absolute moral orientation. or religious background. However, we don’t always put our egalitarian 15 Williams, racism is a value in the United States, though not a

values into practice. For example, female CEOs ran only 12 Fortune 500 positive one. Historical examples of racism toward non-Caucasian citi- Culture 4 Humanitarianism. In the United States, many people are generous companies in 2007. This gender disparity reflects women’s struggle to Science and Secular Rationality. In the United States, zens abound, but racism is very much a contemporary issue. The town and value philanthropy. In times of crisis, we are willing to help. After achieve equality in the workplace. 11 scientific proof and rational thought aren’t concepts to be of Jena, Louisiana, made national headlines when, in 2006, nooses were Hurricane Katrina in 2005, people all over the country assisted the residents Chapter 3 sneezed at. The essence of the scientific method is to use logic, order, hung from a tree and six African-American students were charged with Freedom. Generally, U.S. citizens place high value on civil liberties of New Orleans and the Gulf Coast area. Organizations raised more than and rational thought to attain knowledge. Many of us believe that logic attempted murder for beating up a white student. The case of the “Jena 11 9 and the rights of the individual. Civil liberties limit the power of the $3.27 billion, including about $1 billion in the first three weeks. and science can solve any problem that arises, including complex issues Six” makes it painfully clear that the United States continues to struggle government in our daily lives. We value our freedom to speak our minds, such as a cure for cancer or a solution to global warming. with issues of race.16 Efficiency and Practicality. People in the United States seek the hold independent beliefs, and follow the religious practices of our choice. 5 most benefit for the least effort. We believe that efficiency helps us achieve goals quickly and easily. External Conformity. Don’t underestimate the power of a 10 group to influence your choices. If you value external conform- ity, you’re probably eager to fit in with those around you. When you were in high school, for example, other students probably influenced your desire to have the latest and great- Individualistic and are less likely to answer with extremes on sur- U.S. companies are likely to find that their est clothes, shoes, or haircut. veys. On a survey that allows participants to business strategies don’t succeed as well. Collectivistic Views strongly agree, agree, disagree, and strongly dis- Collectivist nations’ business styles often dif- Individualism, while it may be a core U.S. agree, U.S. citizens are more likely to choose fer from those of U.S. companies; In China, value, is hardly universal across the globe; “strongly agree” and “strongly disagree,” whereas for example, businesspeople greatly value people in countries such as Japan are more Chinese and Japanese participants tend to guanxi, or relationship development. While 19 apt to see things through the lens of collec- choose the less extreme responses. people working in the United States might 17 <<< Judging from the tivism. In a collectivist culture, interdepend- Important cultural differences like these can not be used to building strong interpersonal quantity of belongings ence is valued over independence, group inform business situations. For example, relationships with potential business partners 18 goals valued over individual wants and needs. research has found that a culture’s orientation, before even starting to work on a project, this strewn across the lawn, How do our individualist or collectivist whether individualistic or collectivist, does influ- type of in-depth relationship cultivation is crit- it’s safe to say that this views affect us in practical terms? For starters, ence economic development, and vice versa. ical in China. U.S. companies must be sensi- let’s consider how we respond to questions. When individualist U.S. businesses enter collec- tive to cultural differences and adapt their family places a high value Research has shown that people from more tivist countries without well-established legal business practices accordingly to 20 on material comfort. collective societies, such as China and Japan, codes, regulations, and court systems, these be successful. Chapter 3 54 1 2 eulzd oit. hs li solnt e surprising—music, television, be shouldn’t claim society. sexualized This aboutoversextime,theyconclude arethatbecomingwe increasingly an f o dsrb bat, ts iey o e n em o big on and young being of terms in fit. physically be to likely it’s beauty, describe you if thesetraits. andpeople sexy,in intimate poses. That’s because today’s society values youthful,physicallymagazineimagesofbodiescover, seefitwill you and thattoday’s societywarrants addition thevalues.newtwoany Lookof at believe I old,years 30 thanmore is values U.S. of listWilliams’Because ValuesAdditional haps strange in a country that has increasingly high rates of obesity. from other countries or cultures. or countries other from to your own. your to appreciate a group’s ways of life without prejudice.group’swithout a appreciatelife of ways a slower pace than technological changes. technological than pace slower a CULTURALLAG NORMATIVERELATIVISM CULTURALRELATIVISM XENOCENTRISM XENOPHOBIA ETHNOCENTRISM TABOO MORES FOLKWAYS SANCTION NORMS abide by a norm or violate it. violate or norm a by abide place. to place from vary can they conditional; are that values specific on culture to judge another culture. another judge to culture values. that society’sthat norms. Physical Fitness and Youthfulnessand Fitness Physical value a youthful appearance and a physically fit body. This is per- body.is fit This physically a and appearance youthful a value SexualityRomanceand detail the history of sexuality in the United States. is an act that is socially unacceptable. socially is that act an is are norms that represent a community’srepresenta that important norms aremost are rules developed for appropriate behavior based behavior appropriate for developed rules are is a prize or punishment you receive when you either you when receive you punishment or prize a is are informal types of norms. of types informal are refers to fear and hostility toward people who are who people toward hostility and fear to refers occurs when social and cultural changes occur at occur changes cultural and social when occurs is perceiving other groups or societies as superior as societies or groups other perceiving is occurs when a person uses his or her own her or his uses person a when occurs means making a deliberate effort to effort deliberate a making means is the evaluation of a society based on based society a of evaluation the is . JohnD’Emilio. Estelle andFreedmanB. showtheir love. to giftsother androses of dollars billion 13 buy consumers adult Day. EveryFebruary 14th, about Valentine’shalfof like romance of value our to speaks nothing society, our In affection. of ings involves sexual attraction and feel- which love, romantic is sexuality sexuality.feelingsabouttoLinked glorify to tend all magazines and actress ShilpaShetty it’s considered a it’s considered <<< India. . People in the United States United the in People . While this gesture iscommon In 2007 23 22 Reviewing data 21 Yet, Richard Gere ugratinIndia. vulgar act own culture’s norm. the deceased. This Micronesian funeral norm probably differs greatly from your thosewho have opposing values. punishingand valuesthose hold who rewardingpeopleture’s by values formal sanction. Sanctions, both positive and negative, can reinforce a cul- receiveformalnegativea sanction. speeding exampleAa oneticket ofis we rule,writtenformalsome or law aviolate we ifHoweverterrible joke. therules, you earnnegativea sanction. dowhat you are supposed to do, you get apositive sanction; if you break punishment you receive when you either abide by a norm or violate it. If you peopletoenjoy entertainment without regret. place to escape from cultural norms in other cities; the norm in Vegas is for placescontradictmay theircultural these values.VegasLas a known nowasis at participation how about guilty feeling without restaurants and tourism board wanted visitors to frequent their city’s casinos, bars, shows, The Here.”Stays Here, Happens “Whatadvertising tagline the launched AuthorityVisitorsVegasConventionandLas the 2003 Inplace. to place ues. We call these rules norms. all,theymightdevelop rulesappropriate for behaviorthose basedval-on peopleenforceupholdeverydaycanandtheirvaluesHowinlife?Firstof Sanctions and Norms nection. al ritual in which native islanders ate partknown of as the Micronesia, dead person anthropologist to maintain aBronislaw con- death, Malinowski however, witnessed these a funer-norms vary widelydisposing dead. specific Many thefrom of cultural culture norms surround funerals to and culture. In what isple, nowfuneral rites are culturala universal because all cultures behaviorhave methods or event of is a cultural universal, or common consider particular study culture,to to whether ideaall you good aWhen it’scultures. a For exam- Culture of Study The tion.Acts that lead us to feel revulsion, such as murder, are taboos. violatemores aregivenparticularly a serious typeformalof negative sanc- youmurder person,a you’ve violated oneofsociety’s mores.. People who tantvalues. A moreserious. Although folkways are informal norms, mores (pronounced MORE-ayes) are MORES minor, for sanctions. negative informal call violated, when that, customs social often are Folkways jail. to go won’t you but rude, considered be might you person, the on slam door the let you her.If or him for door the hold will you packages, with struggling person a see you if example, For norms. of types other for than severe less are applied sanctions the norms, of types serious less are they Because expectations. social on based are and behavior Folkways FOLKWAYS on thecheekata publiceventin Most sanctions are informal, like when your friend rolls her eyes at your Norms provide the justificationprovidesanctions.NormstheA for 25 Aftereating, they would vomit in an attempt to create distance from are informal types of norms. They provide a framework for our Mores taboo caused astirwhen he isanact that issocially unacceptable. For example, if arenorms that represent acommunity’s most impor- in theUnited States, Norms are conditional; they can vary from sanction kissed is a prize or prize a is

24 soldiers terrorizing women and children in the in children and women terrorizing soldiers <<< United States led to widespread xenophobia. widespread to led States United Harbo Americansand locked many ininternment camps. PearlHarbor in 1941, people in the United States began to fear Japanese phobia. When the United States entered World War II after Japan bombed othercountriescultures. orhistorylong xeno-UnitedThe ofStatesa has your personal biases to complicate your understanding.complicateyour to biasespersonal your When studying culture from a sociological perspective, you must not allow CULTURALRELATIVISM AND ETHNOCENTRISM tionsabout different cultures. incorrectassump-to lead sociologistscan dangeroustially tobecauseit Nearly all people in the world are ethnocentric, but ethnocentrism is poten- occurs when a person uses his or her own culture to judge another culture. Xenophobia the Pr opagnd . na

TerrifyingJapanese of images tion refers to fear and hostility toward people who are from are who peopletowardhostility and fear to refers af poster ter 26 the s Ja poed panes up bomed

al Ethnocentrism

over Pear l that are standards by which we should evaluate cultures.evaluateshould we which standardsby are that innormative relativism, weevaluate acts within their cultural contexts. seem unfair because it would violate U.S. cultural norms. wouldpracticeWhen education,the we anengage get to allowednot wereStates United interpretednormalfunctionaculture.that as of However, thewomeninif be could practice this countries, these of context the Withineducation. In some Islamic countries, for instance, women are not encouraged to seek becausebasesitevaluationthe societyathat ofsociety’son norms.own dice.Philosophers sometimes refer thistoeffort as effortto appreciate agroup’s ways of life in its own context, without preju- whenstudying other cultures. followsuit and interact with one another more. discussing ideas. I remember wishing that people in my own culture would hostmyfamily watched verylittle television. Instead, thefamily spenttime noticedthat Mexico,I inliving When own. our superior societiesto asor Sometimes,we engage in 120million solar stoves are used around the world. stoves’benefits,people’sthe of thanmorereluctancetodayand waned, Haiti showed that people were reluctant to use these stoves. After learning problem,solarstovesweredeveloped. However, Africainitialandtestsin usedmosttheof felled lumber heattostoves forcooking. To combat this Peopleworld. the ofregions poorerdeforestation ofthe withconcerned were scientists 1970s, late the In culture. a changes and enters nology tech-newtechnologicalwhenthancase pacethe often changes. isThis lag Cultural CULTURESHOCK CULTURALAND LAG Room Hotel American Central a of Perspectives turethat does not allow this isinferior and exploitive ofwomen. argument,everyculturethiscul-educated,anyinwomenshouldbe and it through an through it of cultural relativism cultural of ethnocentric When expectations there was was there hotels nice very in even that noticed viewed this observation through an through observation this viewed oe epe hwvr ru ta tee r uiesl ua values human universal are there that however, argue people, Some sociologistThinkingapractice strivinglikemeansculturaltorelativism o al esnl iss eut n ngtv ve o frin cultures. foreign of view negative a in result biases personal all Not traveling in Central America Central in traveling happenswhen social and cultural changes occur at a slower rarely a television in the room. the in television a rarely , lens based on my on based lens but I was also able to view to able also was I but objective, prejudice-free lens prejudice-free objective, xenocentrism Cultural relativism Cultural . whenwe perceive other groups consistsdeliberateofa 28 normative relativism normative cultural , , 27 I Accordingto

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Culture 5 5 5 5 Chapter 3 54 1 2 eulzd oit. hs li solnt e surprising—music, television, be shouldn’t claim society. sexualized This aboutoversextime,theyconclude arethatbecomingwe increasingly an f o dsrb bat, ts iey o e n em o big on and young being of terms in fit. physically be to likely it’s beauty, describe you if thesetraits. andpeople sexy,in intimate poses. That’s because today’s society values youthful,physicallymagazineimagesofbodiescover, seefitwill you and thattoday’s societywarrants addition thevalues.newtwoany Lookof at believe I old,years 30 thanmore is values U.S. of listWilliams’Because ValuesAdditional haps strange in a country that has increasingly high rates of obesity. from other countries or cultures. or countries other from to your own. your to appreciate a group’s ways of life without prejudice.group’swithout a appreciatelife of ways a slower pace than technological changes. technological than pace slower a CULTURALLAG NORMATIVERELATIVISM CULTURALRELATIVISM XENOCENTRISM XENOPHOBIA ETHNOCENTRISM TABOO MORES FOLKWAYS SANCTION NORMS abide by a norm or violate it. violate or norm a by abide place. to place from vary can they conditional; are that values specific on culture to judge another culture. another judge to culture values. that society’sthat norms. Physical Fitness and Youthfulnessand Fitness Physical value a youthful appearance and a physically fit body. This is per- body.is fit This physically a and appearance youthful a value SexualityRomanceand detail the history of sexuality in the United States. is an act that is socially unacceptable. socially is that act an is are norms that represent a community’srepresenta that important norms aremost are rules developed for appropriate behavior based behavior appropriate for developed rules are is a prize or punishment you receive when you either you when receive you punishment or prize a is are informal types of norms. of types informal are refers to fear and hostility toward people who are who people toward hostility and fear to refers occurs when social and cultural changes occur at occur changes cultural and social when occurs is perceiving other groups or societies as superior as societies or groups other perceiving is occurs when a person uses his or her own her or his uses person a when occurs means making a deliberate effort to effort deliberate a making means is the evaluation of a society based on based society a of evaluation the is . JohnD’Emilio. Estelle andFreedmanB. showtheir love. to giftsother androses of dollars billion 13 buy consumers adult Day. EveryFebruary 14th, about Valentine’shalfof like romance of value our to speaks nothing society, our In affection. of ings involves sexual attraction and feel- which love, romantic is sexuality sexuality.feelingsabouttoLinked glorify to tend all magazines and actress ShilpaShetty it’s considered a it’s considered <<< India. . People in the United States United the in People . While this gesture iscommon In 2007 23 22 Reviewing data 21 Yet, Richard Gere ugratinIndia. vulgar act own culture’s norm. the deceased. This Micronesian funeral norm probably differs greatly from your nection. al ritual in which native islanders ate partknown of as the Micronesia, dead person anthropologist to maintain aBronislaw con- death, Malinowski however, witnessed these a funer-norms vary widelydisposing dead. specific Many thefrom of cultural culture norms surround funerals to and culture. In what isple, nowfuneral rites are culturala universal because all cultures behaviorhave methods or event of is a cultural universal, or common consider particular study culture,to to whether ideaall you good aWhen it’scultures. a For exam- Culture of Study The moreserious. Although folkways are informal norms, mores (pronounced MORE-ayes) are MORES minor, for sanctions. negative informal call violated, when that, customs social often are Folkways jail. to go won’t you but rude, considered be might you person, the on slam door the let you her.If or him for door the hold will you packages, with struggling person a see you if example, For norms. of types other for than severe less are applied sanctions the norms, of types serious less are they Because expectations. social on based are and behavior Folkways FOLKWAYS thosewho have opposing values. punishingand valuesthose hold who rewardingpeopleture’s by values formal sanction. Sanctions, both positive and negative, can reinforce a cul- receiveformalnegativea sanction. speeding exampleAa oneticket ofis we rule,writtenformalsome or law aviolate we ifHoweverterrible joke. therules, you earnnegativea sanction. dowhat you are supposed to do, you get apositive sanction; if you break punishment you receive when you either abide by a norm or violate it. If you peopletoenjoy entertainment without regret. place to escape from cultural norms in other cities; the norm in Vegas is for placescontradictmay theircultural these values.VegasLas a known nowasis at participation how about guilty feeling without restaurants and tourism board wanted visitors to frequent their city’s casinos, bars, shows, The Here.”Stays Here, Happens “Whatadvertising tagline the launched AuthorityVisitorsVegasConventionandLas the 2003 Inplace. to place ues. We call these rules norms. all,theymightdevelop rulesappropriate for behaviorthose basedval-on peopleenforceupholdeverydaycanandtheirvaluesHowinlife?Firstof Sanctions and Norms tion.Acts that lead us to feel revulsion, such as murder, are taboos. violatemores aregivenparticularly a serious typeformalof negative sanc- youmurder person,a you’ve violated oneofsociety’s mores.. People who tantvalues. A on thecheekata publiceventin Most sanctions are informal, like when your friend rolls her eyes at your justificationprovidesanctions.NormstheA for 25 Aftereating, they would vomit in an attempt to create distance from are informal types of norms. They provide a framework for our Mores taboo caused astirwhen he isanact that issocially unacceptable. For example, if arenorms that represent acommunity’s most impor- in theUnited States, Norms are conditional; they can vary from sanction kissed is a prize or prize a is

24 soldiers terrorizing women and children in the in children and women terrorizing soldiers <<< United States led to widespread xenophobia. widespread to led States United Harbo Americansand locked many ininternment camps. PearlHarbor in 1941, people in the United States began to fear Japanese phobia. When the United States entered World War II after Japan bombed othercountriescultures. orhistorylong xeno-UnitedThe ofStatesa has tionsabout different cultures. incorrectassump-to lead sociologistscan dangeroustially tobecauseit Nearly all people in the world are ethnocentric, but ethnocentrism is poten- occurs when a person uses his or her own culture to judge another culture.understanding.complicateyour to biasespersonal your When studying culture from a sociological perspective, you must not allow CULTURALRELATIVISM AND ETHNOCENTRISM Xenophobia the Pr opagnd . na

TerrifyingJapanese of images tion refers to fear and hostility toward people who are from are who peopletowardhostility and fear to refers af poster ter 26 the s Ja poed panes up bomed

al Ethnocentrism

over Pear l that are standards by which we should evaluate cultures.evaluateshould we which standardsby are that innormative relativism, weevaluate acts within their cultural contexts. seem unfair because it would violate U.S. cultural norms. wouldpracticeWhen education,the we anengage get to allowednot wereStates United interpretednormalfunctionaculture.that as of However, thewomeninif be could practice this countries, these of context the Withineducation. In some Islamic countries, for instance, women are not encouraged to seek becausebasesitevaluationthe societyathat ofsociety’son norms.own dice.Philosophers sometimes refer thistoeffort as effortto appreciate agroup’s ways of life in its own context, without preju- whenstudying other cultures. followsuit and interact with one another more. discussing ideas. I remember wishing that people in my own culture would hostmyfamily watched verylittle television. Instead, thefamily spenttime noticedthat Mexico,I inliving When own. our superior societiesto asor Sometimes,we engage in 120million solar stoves are used around the world. stoves’benefits,people’sthe of thanmorereluctancetodayand waned, Haiti showed that people were reluctant to use these stoves. After learning problem,solarstovesweredeveloped. However, Africainitialandtestsin usedmosttheof felled lumber heattostoves forcooking. To combat this Peopleworld. the ofregions poorerdeforestation ofthe withconcerned were scientists 1970s, late the In culture. a changes and enters nology tech-newtechnologicalwhenthancase pacethe often changes. isThis lag Cultural CULTURESHOCK CULTURALAND LAG Room Hotel American Central a of Perspectives turethat does not allow this isinferior and exploitive ofwomen. argument,everyculturethiscul-educated,anyinwomenshouldbe and it through an through it of cultural relativism cultural of ethnocentric When expectations there was was there hotels nice very in even that noticed viewed this observation through an through observation this viewed oe epe hwvr ru ta tee r uiesl ua values human universal are there that however, argue people, Some sociologistThinkingapractice strivinglikemeansculturaltorelativism o al esnl iss eut n ngtv ve o frin cultures. foreign of view negative a in result biases personal all Not traveling in Central America Central in traveling happenswhen social and cultural changes occur at a slower rarely a television in the room. the in television a rarely , lens based on my on based lens but I was also able to view to able also was I but objective, prejudice-free lens prejudice-free objective, xenocentrism Cultural relativism Cultural . whenwe perceive other groups consistsdeliberateofa 28 normative relativism normative cultural , , 27 I Accordingto

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Culture 5 5 5 5 In complex societies, subcultures allow people to connect with other peo- CULTURE SHOCK occurs when a person encounters a culture Global Village foreign to his or her own and has an emotional response to the ple who have similar interests. Churches, civic organizations, clubs, and even online communities can become subcultures. differences between the cultures. In the 1960s, Marshall McLuhan popular- When you read the term counterculture, images of mafia organizations SUBCULTURE is a subset of the dominant culture that has distinct ized the term “global village,” which values, beliefs, and norms. When a subculture expresses values or beliefs refers to the “shrinking” of the world COUNTERCULTURES are groups with value systems that are in that are in direct opposition to the dominant through immediate electronic communi- opposition to the dominant group’s values. group’s values, it becomes a counterculture. cations.30 McLuhan’s work suggests that MULTICULTURALISM is a concept that supports the inherent value time and space differences are rapidly of different cultures within society. becoming irrelevant as a result of technol- and violent motorcycle gangs might come to mind. These groups are ASSIMILATION is the process by which minority groups adopt the ogy. But is technology really bringing peo- countercultures because their value systems are in opposition to the patterns of the dominant culture. ple closer together? dominant group’s values. Sometimes, countercultures can merge with and GLOBAL VILLAGE refers to the “shrinking” of the world through Before the advent of the Internet, Stanley change the dominant culture. For example, in the Roman Empire, immediate electronic communications. Milgram conducted an experiment in an Christianity was once banned and practicing Christians were fed to the attempt to determine whether it really is a lions. However, Christianity later became the official religion of the empire. small world after all.31 Milgram found people Have you ever been to a foreign country and marveled at how the cul- from different areas of the United States and ture differed from your own? If so, you were probably experiencing culture MULTICULTURALISM sent them on a hunt for strangers. He asked shock. Culture shock occurs when a person encounters a culture foreign AND ASSIMILATION to his or her own and has an emotional response to the differences them to mail a letter to a target person, between the cultures. During my time in Mexico, I was stunned to discov- If you move to a new country, you’ll bring along not only material whom they did not know, using only their er that the electricity went out every afternoon. My host family planned their belongings but also concealed cultural baggage. It can be tricky to social networks. He provided only the sub- cooking schedule around the predictable power outages. It took some “unpack” that baggage, but you’ll need to find a way to adapt to your ject’s name and town of residence but noth- time, but I eventually accepted this cultural difference. new culture. Multiculturalism is a concept that supports the inherent ing else. After passing through the hands of value of different cultures within society. Proponents of multiculturalism between two and ten people, the letters eventu- IDEAL VERSUS REAL CULTURE think that immigrants should maintain links to aspects of their original ally found their targets. Now that the Internet culture—such as language, cultural beliefs and traditions, and reli- plays such a large role in our lives, could our sep- Is there a difference between culture as we’d like it to be and culture as it gion—while also integrating into their new culture. However, oppo- aration be even shorter than it was in the 1960s? Twitter, a social-networking/micro-blogging really is? Often, the answer is yes. Ideal culture represents the values to nents of multiculturalism worry that this practice keeps groups from How many links would it take you to connect

which a culture aspires, and real culture represents a culture’s actual >>> adapting to the dominant culture. with a student in Japan? device, allows users to alert their friends (with behaviors. Democracy, for example, has always been part of the ideal cul- Assimilation is the process by which minority groups adopt the Dodds et al. used the Internet to conduct a “Tweets”) to their current activities via instant mes- 5 6 ture of the United States, but voter turnouts for the 1996, 2000, and 2004 7 32 5 patterns of the dominant culture. If a minority group completely aban- similar study. Through e-mail, Dodds sent more presidential elections indicate that many people don’t show democratic dons its previous culture in favor of a new one, that group is likely to than 60,000 people on a target hunt to find 18 sage or RSS feed. Twitter, in effect, encourages users values and turn out to vote. Culture experience rapid assimilation. One method by which the U.S. govern- people in 13 different countries. Their results to know all the actions of their friends in real time. ment tried to force rapid assimilation involved taking Native American were astonishingly similar to Milgram’s results. SUBCULTURES AND children from their parents and placing them in boarding schools to Although these findings certainly support the Do programs like Twitter make the world feel smaller? Chapter 3 COUNTERCULTURES teach them “white ways.” However, many Native American students notion of a small world, they do not suggest that Groups with a common interest may form a subculture. A subculture is a left the boarding schools unprepared to live in either the dominant cul- the world is any smaller today than it was in Why or why not? subset of the dominant culture that has distinct values, beliefs, and norms. ture or their own culture.29 Milgram’s time.

The Subcultures connects you to others in the system who occur if a friend deletes you from his or her Technology and Fishwick, Postman argues that technology, such as the Internet and television, inspire creativity <<< have similar characteristics. For example, friends list. Though nontraditional, Cultural Change as television, provides a passive type of engage- and innovation, and open up a world of oppor- of Facebook you can connect to people who have the Facebook creates a virtual community in ment for the user. Postman suggests that this tunity for a society. They claim that technology Are you a member of a Facebook sub- same class schedule or belong to the same which people interact with others who <<< In Amusing Ourselves to Death: Public creates a nation of people who cannot think. does not limit a society, as Fishwick and culture? Considering that Facebook has fraternity and/or sorority. You’re linked to share norms and values. Discourse in the Age of Show Business, Neil This inability increases the odds that we will Postman suggest, but it gives people the tools more than 69 million active users world- people who have similar values, or your Postman discusses television’s impact on U.S. accept overly simple solutions to extremely to continue to improve their lives.34 Is our cul- wide, you probably are. Facebook, an subculture of friends. culture. Television is the primary means of com- complex problems, which will destroy our culture ture becoming a technopoly? A technopoly is online social networking site, helps connect Like any culture or subculture, Facebook munication for news and information in the in the long run. a society that values technological change for people through mutual interests. When has norms and sanctions. Many Facebook United States. Fewer people read newspapers Of course, not everyone believes that tech- its own sake. In such a culture, having the you use this site, your friends are always users believe that the more friends you >>> ACTIVITY Log on to a social net- and magazines. Do the media affect the mes- nology will destroy our culture. In Culture and latest upgrade is most important. Fishwick at your fingertips. have, the more popular you are. One norm working site, like Facebook, and identify sage? Technology, Andrew Murphie and John Potts suggests that our culture is experiencing a <<< When you join Facebook, you create a for interacting with friends on the site is to a culture. Marshall Fishwick would say that they do. argue that technology has improved society. For tyranny of technology, while Murphie and Potts profile that includes personal information, “poke” a person. The person you poke may •MAKE a list of the values of that culture. According to him, many aspects of life that example, Murphie and Potts argue that the argue that culture and technology are so tightly interests, beliefs, or hobbies. The more poke you back or ignore your poke. An • HOW are these values distinct from the make us human are not computable.33 Your technology of writing “transformed human con- linked that we can’t really separate one from

information you include, the larger your informal sanction might occur if your poke values on pages 52–54? laptop cannot feel, create beauty, or think. Your sciousness” because it brought about new ways the other. What do you think? Has technology <<< world can become, because Facebook goes unanswered. A formal sanction can •HOW are they similar? MP3 player talks to you; it does not listen. Like of thinking. Technological advancements, such really improved society? In complex societies, subcultures allow people to connect with other peo- CULTURE SHOCK occurs when a person encounters a culture Global Village foreign to his or her own and has an emotional response to the ple who have similar interests. Churches, civic organizations, clubs, and even online communities can become subcultures. differences between the cultures. In the 1960s, Marshall McLuhan popular- When you read the term counterculture, images of mafia organizations SUBCULTURE is a subset of the dominant culture that has distinct ized the term “global village,” which values, beliefs, and norms. When a subculture expresses values or beliefs refers to the “shrinking” of the world COUNTERCULTURES are groups with value systems that are in that are in direct opposition to the dominant through immediate electronic communi- opposition to the dominant group’s values. group’s values, it becomes a counterculture. cations.30 McLuhan’s work suggests that MULTICULTURALISM is a concept that supports the inherent value time and space differences are rapidly of different cultures within society. becoming irrelevant as a result of technol- and violent motorcycle gangs might come to mind. These groups are ASSIMILATION is the process by which minority groups adopt the ogy. But is technology really bringing peo- countercultures because their value systems are in opposition to the patterns of the dominant culture. ple closer together? dominant group’s values. Sometimes, countercultures can merge with and GLOBAL VILLAGE refers to the “shrinking” of the world through Before the advent of the Internet, Stanley change the dominant culture. For example, in the Roman Empire, immediate electronic communications. Milgram conducted an experiment in an Christianity was once banned and practicing Christians were fed to the attempt to determine whether it really is a lions. However, Christianity later became the official religion of the empire. small world after all.31 Milgram found people Have you ever been to a foreign country and marveled at how the cul- from different areas of the United States and ture differed from your own? If so, you were probably experiencing culture MULTICULTURALISM sent them on a hunt for strangers. He asked shock. Culture shock occurs when a person encounters a culture foreign AND ASSIMILATION to his or her own and has an emotional response to the differences them to mail a letter to a target person, between the cultures. During my time in Mexico, I was stunned to discov- If you move to a new country, you’ll bring along not only material whom they did not know, using only their er that the electricity went out every afternoon. My host family planned their belongings but also concealed cultural baggage. It can be tricky to social networks. He provided only the sub- cooking schedule around the predictable power outages. It took some “unpack” that baggage, but you’ll need to find a way to adapt to your ject’s name and town of residence but noth- time, but I eventually accepted this cultural difference. new culture. Multiculturalism is a concept that supports the inherent ing else. After passing through the hands of value of different cultures within society. Proponents of multiculturalism between two and ten people, the letters eventu- IDEAL VERSUS REAL CULTURE think that immigrants should maintain links to aspects of their original ally found their targets. Now that the Internet culture—such as language, cultural beliefs and traditions, and reli- plays such a large role in our lives, could our sep- Is there a difference between culture as we’d like it to be and culture as it gion—while also integrating into their new culture. However, oppo- aration be even shorter than it was in the 1960s? Twitter, a social-networking/micro-blogging really is? Often, the answer is yes. Ideal culture represents the values to nents of multiculturalism worry that this practice keeps groups from How many links would it take you to connect

which a culture aspires, and real culture represents a culture’s actual >>> adapting to the dominant culture. with a student in Japan? device, allows users to alert their friends (with behaviors. Democracy, for example, has always been part of the ideal cul- Assimilation is the process by which minority groups adopt the Dodds et al. used the Internet to conduct a “Tweets”) to their current activities via instant mes- 5 6 ture of the United States, but voter turnouts for the 1996, 2000, and 2004 7 32 5 patterns of the dominant culture. If a minority group completely aban- similar study. Through e-mail, Dodds sent more presidential elections indicate that many people don’t show democratic dons its previous culture in favor of a new one, that group is likely to than 60,000 people on a target hunt to find 18 sage or RSS feed. Twitter, in effect, encourages users values and turn out to vote. Culture experience rapid assimilation. One method by which the U.S. govern- people in 13 different countries. Their results to know all the actions of their friends in real time. ment tried to force rapid assimilation involved taking Native American were astonishingly similar to Milgram’s results. SUBCULTURES AND children from their parents and placing them in boarding schools to Although these findings certainly support the Do programs like Twitter make the world feel smaller? Chapter 3 COUNTERCULTURES teach them “white ways.” However, many Native American students notion of a small world, they do not suggest that Groups with a common interest may form a subculture. A subculture is a left the boarding schools unprepared to live in either the dominant cul- the world is any smaller today than it was in Why or why not? subset of the dominant culture that has distinct values, beliefs, and norms. ture or their own culture.29 Milgram’s time.

The Subcultures connects you to others in the system who occur if a friend deletes you from his or her Technology and Fishwick, Postman argues that technology, such as the Internet and television, inspire creativity <<< have similar characteristics. For example, friends list. Though nontraditional, Cultural Change as television, provides a passive type of engage- and innovation, and open up a world of oppor- of Facebook you can connect to people who have the Facebook creates a virtual community in ment for the user. Postman suggests that this tunity for a society. They claim that technology Are you a member of a Facebook sub- same class schedule or belong to the same which people interact with others who <<< In Amusing Ourselves to Death: Public creates a nation of people who cannot think. does not limit a society, as Fishwick and culture? Considering that Facebook has fraternity and/or sorority. You’re linked to share norms and values. Discourse in the Age of Show Business, Neil This inability increases the odds that we will Postman suggest, but it gives people the tools more than 69 million active users world- people who have similar values, or your Postman discusses television’s impact on U.S. accept overly simple solutions to extremely to continue to improve their lives.34 Is our cul- wide, you probably are. Facebook, an subculture of friends. culture. Television is the primary means of com- complex problems, which will destroy our culture ture becoming a technopoly? A technopoly is online social networking site, helps connect Like any culture or subculture, Facebook munication for news and information in the in the long run. a society that values technological change for people through mutual interests. When has norms and sanctions. Many Facebook United States. Fewer people read newspapers Of course, not everyone believes that tech- its own sake. In such a culture, having the you use this site, your friends are always users believe that the more friends you >>> ACTIVITY Log on to a social net- and magazines. Do the media affect the mes- nology will destroy our culture. In Culture and latest upgrade is most important. Fishwick at your fingertips. have, the more popular you are. One norm working site, like Facebook, and identify sage? Technology, Andrew Murphie and John Potts suggests that our culture is experiencing a <<< When you join Facebook, you create a for interacting with friends on the site is to a culture. Marshall Fishwick would say that they do. argue that technology has improved society. For tyranny of technology, while Murphie and Potts profile that includes personal information, “poke” a person. The person you poke may •MAKE a list of the values of that culture. According to him, many aspects of life that example, Murphie and Potts argue that the argue that culture and technology are so tightly interests, beliefs, or hobbies. The more poke you back or ignore your poke. An • HOW are these values distinct from the make us human are not computable.33 Your technology of writing “transformed human con- linked that we can’t really separate one from

information you include, the larger your informal sanction might occur if your poke values on pages 52–54? laptop cannot feel, create beauty, or think. Your sciousness” because it brought about new ways the other. What do you think? Has technology <<< world can become, because Facebook goes unanswered. A formal sanction can •HOW are they similar? MP3 player talks to you; it does not listen. Like of thinking. Technological advancements, such really improved society? Chapter 3 58 perspectives affect how sociologists view language, gestures, and values in a culture. a in values and gestures, language, view sociologists how affect perspectives theoretical The culture. on perspectives theoretical major the to turn will we Now authorityare all examples ofsecular values. of religious beliefs and relative standards of good and evil, and questioning determiningwhensocialdecisions,government andlevelsaccepting low Secularvaluesemphasizereasonlogic. Ignoring andreligion custom and homosexuality,abortion,suicide. and asdivorce, such issuesmoral tain ity,politicaleconomicdominanceintolerancemalecer-andandlife,in of standardsofgood andevil, importance ofthefamily, deference toauthor- ditionaland secular values over time. comparativehypothesis,distributionthe or hypothesis. compares Hetra- of values usually support one of three arguments: the trend hypothesis, the isdivided into twoopposed groups fighting for moral high ground. again,Bakerfindsevidence no support to ideathethatUnited the States society. Here and government, media, the of control for fight servative) war. culture a in involved According is to Statesthis theory, United two morally the opposed groups that (one liberal, suggests one con-thesis” ferences,which lends nosupport tothe comparative hypothesis. statementsfromvariety a countries,of foundhemore similarities thandif- murder,poverty, out-of-wedlockand births.BakercomparedWhen value of rateshigher intraditionalresultindividualist valuesandour that poses democracies.argumentmodernotherpro-The in found those inferior to aresocietyU.S. invalues comparativethehypothesis The suggeststhat HYPOTHESES THREE THE crisisvaluesof really exists. In VALUESSECULAR VALUESVS. TRADITIONAL valuesweakening? Isthe United States experiencing morala decline? UnitedStates?U.S.Arethevaluesdefinedare in How ask: might she or culture.symbolicIfa interactionist were tostudy values inU.S. society, he Symbolic interactionists explore how language, gestures, or values affect a Valuesof Crisis A Interactionis Symbolic sociologically: think ONE CULTUREONE ANOTHER? FROM rdtoa vle ae oig rud to ones. ground secular losing are values traditional >>> America’s Crisis of Valuesauthorof ,America’s WayneCrisis Baker investigates whether a Traditionalvalues include theimportance religionof andGod,absolute The distribution hypothesis or, as Baker also refers to it, “the culture war h ted yohss set that asserts hypothesis trend The 35 Bakersurmises thatproponents declineaof m— WHATDIFFERENTIATES isnothing more than anillusion fueled byrhetoric. are not. Baker suggests that the United States’ purported “crisis of values” values suggest that secular rational values are “winning,” when in fact they valuesal havebecome stronger overtime. Yet, manywhoespouse these ilar values today than they did 30 years ago. In fact, the country’s tradition- aboutculture wars. His findings suggest chatterthat U.S. tocitizens have lovemore sim- who pundits to surprise a as come mayBaker’s results secular.lesstraditional morebecomingand arecitizens U.S. thatcludes Using data gathered from the U.S. public over a 30-year span, Baker con- CONCLUSION BAKER’S 1 and in some parts of the country, you might fill your own drink as well. as drink own your country,fill the might of you parts some in and yourself, table the to food McDonald’s,the to carry go usually you you If McDonaldization of efficiency means customers do the employees’ work. ed n uies I a aiait ytm toe h flo the follow who those system, capitalist a In McDonaldizationprocess are likely tobefinancially successful. business. in ceed politicalscientist Max Weber, Ritzer notes that efficient bureaucracies suc- McDonald’srestaurant through processa hecalls “McDonaldization.” affordability. and practicality, efficiency,Sociologista societymodelsafteritselfU.S.GeorgeRitzersuggeststhat prizes it because successful McDonald’ssuccess? financial is restaurant about bring can that action thereArepredictablewin?you dointer- patternshowothersofButlose. resources. Unequal distribution scarce forof wealth struggle means a that some in people united win is and society that suggest theorists Conflict States United the of McDonaldization Theory—The Conflict States. Unitedtheunderstandingculturefunctional theinapproachism—a of to temsinU.S. society. socialstructures. Noted sociologist Amitai Etzioni hasexplored these sys- turebinds society through shared values and norms and the interaction of how culture works to hold society together. Functionalists suggest that cul- functionalistsWhen importancetheatlookculture, of oftentheyconsider Communitarianism Functionalism— either the government or the marketplace.the orgovernment eitherthe of excesses check to exist must community of sense a that stress they However,business.ofownership private and markets free in believeans communitari-communists, Unlike communists. not are community. a Communitarians of part as and individuals as themselves see must bers mem- itsworks,societythat agovernment. build Etzionistressesto that have a balanced relationship between the community, the market, and the month negatively affected his health. his affected negatively month eating McDonald’s food every day for one for day every food McDonald’s eating sn a ofit hoy otd n h wr o economist/sociologist/ of work the in rooted theory conflict a Using mti tin i oe f h fudtoa cetr o communitarian- of creators foundational the of one is Etzioni Amitai Efficiency ft rm h lw rcs ht h bsns ofr. The offers. business the that prices low the from efit 36 Thistheorysuggests thatsocietyforfunction to properly, mustit Morgan Spurlock’s 2004 documentary 2004 Spurlock’s Morgan . When a business practices efficiency,ben- consumers practices business a When . is a perfect example of efficiency,of example perfect a is does the restaurant chain really chain restaurant the does calculability,technology,and Super Size Me Size Super help our society win? society our help though McDonald’sthough showed how showed Even 37 2 3 4 and decreases risk to both the business owner and the consumer.the and owner business the both to risk decreases and you purchase it in San Antonio or Boston. Predictability increases reward from the fast-food industry. Food from Taco Bell tastes the same whether increase profits because business owners are able to hire fewer people. fewer hire to able are owners business because profitsincrease ityincreases, leading toconflict between business owners and workers. profits rise. By replacing workers with technology, wages drop and inequal- profitsfor business owners. Innovation and creativity suffer, but short-term today’ssociety? for healthy this is run, long the interaction.In usinghuman over linecheckout However, a through speed convenience. values society that shows for technology of forms lines these self-checkout or ATMs use technologyofusedehumanizes the thatRitzerculture.warns our People MCDONALDIZATION OF NEGATIVEEFFECTS task is mediocre, we often accept it as long as it is finished on schedule. on finished is it as long as it mediocre,accept is often task we the of quality the If time. on completed tasks of number the by success measure societies McDonaldized relevant. less is quality and valued, is McDonaldizationtradesconvenience highforquality ensures and high © Calculability Predictability Technology risk of business failure. In this way, our culture has taken a page a taken has culture our way, this In failure. business of risk the hamburger to the number of chicken tenders in a box. Quantity hn hy s tcnlg t lmt ua err Ti ted helps trend This error. human limit to technology use they when Bsnse gi mr cnrl vr hi products their over control more gain Businesses .

. McDonald’s counts every item, from the pickles on pickles the from item, every McDonald’scounts .

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Culture 9 9 5 5 Chapter 3 58 perspectives affect how sociologists view language, gestures, and values in a culture. a in values and gestures, language, view sociologists how affect perspectives theoretical The culture. on perspectives theoretical major the to turn will we Now authorityare all examples ofsecular values. of religious beliefs and relative standards of good and evil, and questioning determiningwhensocialdecisions,government andlevelsaccepting low Secularvaluesemphasizereasonlogic. Ignoring andreligion custom and homosexuality,abortion,suicide. and asdivorce, such issuesmoral tain ity,politicaleconomicdominanceintolerancemalecer-andandlife,in of standardsofgood andevil, importance ofthefamily, deference toauthor- ditionaland secular values over time. comparativehypothesis,distributionthe or hypothesis. compares Hetra- of values usually support one of three arguments: the trend hypothesis, the isdivided into twoopposed groups fighting for moral high ground. again,Bakerfindsevidence no support to ideathethatUnited the States society. Here and government, media, the of control for fight servative) war. culture a in involved According is to Statesthis theory, United two morally the opposed groups that (one liberal, suggests one con-thesis” ferences,which lends nosupport tothe comparative hypothesis. statementsfromvariety a countries,of foundhemore similarities thandif- murder,poverty, out-of-wedlockand births.BakercomparedWhen value of rateshigher intraditionalresultindividualist valuesandour that poses democracies.argumentmodernotherpro-The in found those inferior to aresocietyU.S. invalues comparativethehypothesis The suggeststhat HYPOTHESES THREE THE crisisvaluesof really exists. In VALUESSECULAR VALUESVS. TRADITIONAL valuesweakening? Isthe United States experiencing morala decline? UnitedStates?U.S.Arethevaluesdefinedare in How ask: might she or culture.symbolicIfa interactionist were tostudy values inU.S. society, he Symbolic interactionists explore how language, gestures, or values affect a Valuesof Crisis A Interactionis Symbolic sociologically: think ONE CULTUREONE ANOTHER? FROM rdtoa vle ae oig rud to ground losing are values traditional >>> secular ones. secular America’s Crisis of Valuesauthorof ,America’s WayneCrisis Baker investigates whether a Traditionalvalues include theimportance religionof andGod,absolute The distribution hypothesis or, as Baker also refers to it, “the culture war h ted yohss set that asserts hypothesis trend The 35 Bakersurmises thatproponents declineaof m— WHATDIFFERENTIATES isnothing more than anillusion fueled byrhetoric. are not. Baker suggests that the United States’ purported “crisis of values” values suggest that secular rational values are “winning,” when in fact they valuesal havebecome stronger overtime. Yet, manywhoespouse these ilar values today than they did 30 years ago. In fact, the country’s tradition- aboutculture wars. His findings suggest chatterthat U.S. tocitizens have lovemore sim- who pundits to surprise a as come mayBaker’s results secular.lesstraditional morebecomingand arecitizens U.S. thatcludes Using data gathered from the U.S. public over a 30-year span, Baker con- CONCLUSION BAKER’S 1 and in some parts of the country, you might fill your own drink as well. as drink own your country,fill the might of you parts some in and yourself, table the to food McDonald’s,the to carry go usually you you If McDonaldization of efficiency means customers do the employees’ work. ed n uies I a aiait ytm toe h flo the follow who those system, capitalist a In McDonaldizationprocess are likely tobefinancially successful. business. in ceed politicalscientist Max Weber, Ritzer notes that efficient bureaucracies suc- McDonald’srestaurant through processa hecalls “McDonaldization.” affordability. and practicality, efficiency,Sociologista societymodelsafteritselfU.S.GeorgeRitzersuggeststhat prizes it because successful McDonald’ssuccess? financial is restaurant about bring can that action thereArepredictablewin?you dointer- patternshowothersofButlose. resources. Unequal distribution scarce forof wealth struggle means a that some in people united win is and society that suggest theorists Conflict States United the of McDonaldization Theory—The Conflict States. Unitedtheunderstandingculturefunctional theinapproachism—a of to temsinU.S. society. socialstructures. Noted sociologist Amitai Etzioni hasexplored these sys- turebinds society through shared values and norms and the interaction of how culture works to hold society together. Functionalists suggest that cul- functionalistsWhen importancetheatlookculture, of oftentheyconsider Communitarianism Functionalism— either the government or the marketplace.the orgovernment eitherthe of excesses check to exist must community of sense a that stress they However,business.ofownership private and markets free in believeans communitari-communists, Unlike communists. not are community. a Communitarians of part as and individuals as themselves see must bers mem- itsworks,societythat agovernment. build Etzionistressesto that have a balanced relationship between the community, the market, and the month negatively affected his health. his affected negatively month eating McDonald’s food every day for one for day every food McDonald’s eating sn a ofit hoy otd n h wr o economist/sociologist/ of work the in rooted theory conflict a Using mti tin i oe f h fudtoa cetr o communitarian- of creators foundational the of one is Etzioni Amitai Efficiency ft rm h lw rcs ht h bsns ofr. The offers. business the that prices low the from efit 36 Thistheorysuggests thatsocietyforfunction to properly, mustit Morgan Spurlock’s 2004 documentary 2004 Spurlock’s Morgan . When a business practices efficiency,ben- consumers practices business a When . is a perfect example of efficiency,of example perfect a is does the restaurant chain really chain restaurant the does calculability,technology,and Super Size Me Size Super help our society win? society our help though McDonald’sthough showed how showed Even 37 2 3 4 and decreases risk to both the business owner and the consumer.the and owner business the both to risk decreases and you purchase it in San Antonio or Boston. Predictability increases reward from the fast-food industry. Food from Taco Bell tastes the same whether increase profits because business owners are able to hire fewer people. fewer hire to able are owners business because profitsincrease ityincreases, leading toconflict between business owners and workers. profits rise. By replacing workers with technology, wages drop and inequal- profitsfor business owners. 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Quantity hn hy s tcnlg t lmt ua err Ti ted helps trend This error. human limit to technology use they when Bsnse gi mr cnrl vr hi products their over control more gain Businesses .

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Culture 9 9 5 5 WRAP YOUR MIND AROUND THE THEORY discover sociology in action: HOW DOES CULTURE INFLUENCE SOCIOLOGICAL THEORY AND STUDY? The roots of mangroves grow in water, shown here in Papua Social Policy — Multiculturalism their chances of successful adaptation if they remain tied to their own cul- ture and remain bilingual.40 New Guinea. and Assimilation Those who support aggressive assimilation policies view the policies as a way to functionally support the country’s unity and ease the fear that a In recent years, more than 15 states in the United States have passed laws bilingual society would negatively affect the country. Interestingly, as an FUNCTIONALISM that require immigrants to understand English in order to use public serv- individual’s education level increases, the likelihood of supporting “English Functionalists suggest society works as an interre- ices. Some “English-only” laws simply state that English is the official state only” laws decreases. Therefore, college graduates are more likely to lated system. Communitarians understand that if society is to language, while others prohibit giving state applications, forms, and driver’s realize that successful immigrant adaptation occurs slowly and cannot run smoothly, the government, the local community, and the busi- license exams in any language other than English.38 be forced.41 ness sector must all work together for the well-being of all. The root of soci- When discussing the social polices related to the English-only move- ety is the local community; it anchors this societal tree. The government carries ment, sociologists often use the terms “multiculturalism” and “assimilation.” the will of the people to the economic system, thereby functioning as the trunk of this tree. The leaves of a tree make the sugar that allows the entire plant to live. Of course, Supporters of multiculturalism believe that people should be allowed to leaves without roots blow over, and roots without leaves die. adapt to a new culture.. People who favor assimilation often criticize multi- culturalism because they believe that immigrants should adapt to society. Society does not need to adapt to immigrants. Is one theory better than the other is? Sociologist Ruben Rumbaut ACTIVITIES CONFLICT SYMBOLIC explores immigrant assimilation by reviewing a variety of studies.39 1. Research the laws in your state. In what languages other than THEORY IS YOUR INTERACTIONISM Traditionally, experts believed that assimilation occurred in a linear process. English can a person take a driver’s license test? Conflict theorists point outthat COUNTRY Interactionists suggest that cul- Immigrants began to assimilate by learning the language and then incorpo- 2. Imagine that you moved to another country and were banned members of society struggle for LOSING ture is rooted in the values rated other parts of the culture into their lives. Rumbaut finds that this lin- what is scarce. In our society, that expressed by the people who ear idea is not valid. Assimilation varies based on the immigrant’s time of from speaking English. How might you feel? What would you usually involves wealth and power TRADITIONAL live within it. Politicians use sym- entry into the country and country of origin. Many of today’s immigrants do to adapt? because of the McDonaldization VALUES TO bols to articulate that which they 6 3. Visit an English as a second language classroom in a school 1 60 process. Short term rewards come from countries with little understanding of industrialization and SECULAR believe is important. Successful in your community. Ask the teacher about the importance of increase power and wealth of the democracy, which limits the process by which they assimilate. Under these ONES? candidates are able to attract language in cultural transmission. Culture few. The costs to society are irrele- ? votes from a wide variety ofpeople; conditions, coerced rapid assimilation has a negative impact on success- vant. Las Vegas casinos frequently so, in general, they do not have ful immigrant adaptation. Recent research shows that immigrants improve make money off of people who are not extreme values. Many people in today’s wealthy. These consumers gamble for the society get their information about politicians entertainment value and because they believe from television news. Neil Postman argues gambling will make them wealthy.In reality, that news programs use sound bites from it’s the casino owners who become politicians to sum wealthier. up their complex views in single phras- es. Can people truly understand politicians’ values from a single Sonya recalled. The woman spoke very little sentence? “I didn’t know what I was cannot really negotiate getting into.” English, and her husband had left her and her the system. Even legal Wrap Your Mind Around The Theory Wrap Your children about a year earlier. As a legal citizen of the United States, the woman was entitled to immigrants suffer in Slot machines Sonya, a 22-year-old, bilingual, United public assistance. However, she did not know a popular States-born Latino student uttered these such an environment. are words when reflecting on an experience she how to get it. Fortunately, the Latino form of had while working on a civic engagement proj- The process was long and arduous, but New York ect. When Sonya began volunteering at a local Sonya did not falter. She followed the woman society is closely knit casino Latino development organization that offered through the system and appealed each rejec- senator Hillary and more collective. This entertainment legal, medical, and psychological help to tion along the way. Eventually, Sonya was able helped her to survive. Rodham Clinton and Illinois senator Spanish-speaking immigrants, she could not to help the woman find daycare assistance and because of the imagine the life lessons she would learn. food stamps, and she helped the woman Without her commu- Barack Obama were in a close race collect child support from her ex-husband. The nity’s support she lights, sounds, throughout most of the 2008 “After the first week, I experience taught Sonya how not speaking and interactive was given a case of an English cripples many immigrants in the would have had no Democratic Presidential Primaries United States. immigrant woman who hope to make a new nature of the game. because they both appealed to a needed help getting med- “If you can’t speak and better life for her- wide variety of people. ical care for her children,” English very well, you self and her children.” WRAP YOUR MIND AROUND THE THEORY discover sociology in action: HOW DOES CULTURE INFLUENCE SOCIOLOGICAL THEORY AND STUDY? The roots of mangroves grow in water, shown here in Papua Social Policy — Multiculturalism their chances of successful adaptation if they remain tied to their own cul- ture and remain bilingual.40 New Guinea. and Assimilation Those who support aggressive assimilation policies view the policies as a way to functionally support the country’s unity and ease the fear that a In recent years, more than 15 states in the United States have passed laws bilingual society would negatively affect the country. Interestingly, as an FUNCTIONALISM that require immigrants to understand English in order to use public serv- individual’s education level increases, the likelihood of supporting “English Functionalists suggest society works as an interre- ices. Some “English-only” laws simply state that English is the official state only” laws decreases. Therefore, college graduates are more likely to lated system. Communitarians understand that if society is to language, while others prohibit giving state applications, forms, and driver’s realize that successful immigrant adaptation occurs slowly and cannot run smoothly, the government, the local community, and the busi- license exams in any language other than English.38 be forced.41 ness sector must all work together for the well-being of all. The root of soci- When discussing the social polices related to the English-only move- ety is the local community; it anchors this societal tree. The government carries ment, sociologists often use the terms “multiculturalism” and “assimilation.” the will of the people to the economic system, thereby functioning as the trunk of this tree. The leaves of a tree make the sugar that allows the entire plant to live. Of course, Supporters of multiculturalism believe that people should be allowed to leaves without roots blow over, and roots without leaves die. adapt to a new culture.. People who favor assimilation often criticize multi- culturalism because they believe that immigrants should adapt to society. Society does not need to adapt to immigrants. Is one theory better than the other is? Sociologist Ruben Rumbaut ACTIVITIES CONFLICT SYMBOLIC explores immigrant assimilation by reviewing a variety of studies.39 1. Research the laws in your state. In what languages other than THEORY IS YOUR INTERACTIONISM Traditionally, experts believed that assimilation occurred in a linear process. English can a person take a driver’s license test? Conflict theorists point outthat COUNTRY Interactionists suggest that cul- Immigrants began to assimilate by learning the language and then incorpo- 2. Imagine that you moved to another country and were banned members of society struggle for LOSING ture is rooted in the values rated other parts of the culture into their lives. Rumbaut finds that this lin- what is scarce. In our society, that expressed by the people who ear idea is not valid. Assimilation varies based on the immigrant’s time of from speaking English. How might you feel? What would you usually involves wealth and power TRADITIONAL live within it. Politicians use sym- entry into the country and country of origin. Many of today’s immigrants do to adapt? because of the McDonaldization VALUES TO bols to articulate that which they 6 3. Visit an English as a second language classroom in a school 1 60 process. Short term rewards come from countries with little understanding of industrialization and SECULAR believe is important. Successful in your community. Ask the teacher about the importance of increase power and wealth of the democracy, which limits the process by which they assimilate. Under these ONES? candidates are able to attract language in cultural transmission. Culture few. The costs to society are irrele- ? votes from a wide variety ofpeople; conditions, coerced rapid assimilation has a negative impact on success- vant. Las Vegas casinos frequently so, in general, they do not have ful immigrant adaptation. Recent research shows that immigrants improve make money off of people who are not extreme values. Many people in today’s wealthy. These consumers gamble for the society get their information about politicians entertainment value and because they believe from television news. Neil Postman argues gambling will make them wealthy.In reality, that news programs use sound bites from it’s the casino owners who become politicians to sum wealthier. up their complex views in single phras- es. Can people truly understand politicians’ values from a single Sonya recalled. The woman spoke very little sentence? “I didn’t know what I was cannot really negotiate getting into.” English, and her husband had left her and her the system. Even legal Wrap Your Mind Around The Theory Wrap Your children about a year earlier. As a legal citizen of the United States, the woman was entitled to immigrants suffer in Slot machines Sonya, a 22-year-old, bilingual, United public assistance. However, she did not know a popular States-born Latino student uttered these such an environment. are words when reflecting on an experience she how to get it. Fortunately, the Latino form of had while working on a civic engagement proj- The process was long and arduous, but New York ect. When Sonya began volunteering at a local Sonya did not falter. She followed the woman society is closely knit casino Latino development organization that offered through the system and appealed each rejec- senator Hillary and more collective. This entertainment legal, medical, and psychological help to tion along the way. Eventually, Sonya was able helped her to survive. Rodham Clinton and Illinois senator Spanish-speaking immigrants, she could not to help the woman find daycare assistance and because of the imagine the life lessons she would learn. food stamps, and she helped the woman Without her commu- Barack Obama were in a close race collect child support from her ex-husband. The nity’s support she lights, sounds, throughout most of the 2008 “After the first week, I experience taught Sonya how not speaking and interactive was given a case of an English cripples many immigrants in the would have had no Democratic Presidential Primaries United States. immigrant woman who hope to make a new nature of the game. because they both appealed to a needed help getting med- “If you can’t speak and better life for her- wide variety of people. ical care for her children,” English very well, you self and her children.” CHAPTER (continued) WHAT IS CULTURE? 48 the language, beliefs, values, norms, behaviors, eties as superior to your own. 55 culture shock occurs when a person encounters the inherent value of different cultures a foreign culture and has an emotional response within society. 56 03 and material objects that are important enough to cultural relativism means making a deliberate to the differences between the cultures. 56 assimilation is the process by which minority pass on to future generations of a society effort to appreciate a group’s ways of life without prejudice. 55 subculture is a subset of the dominant culture groups adopt the patterns of the dominant culture. 56 WHAT DIFFERENTIATES ONE CULTURE FROM ANOTHER? 58 normative relativism is the evaluation of a that has distinct values, beliefs, and norms. 56 global village refers to the “shrinking” of the society based on that society’s norms. 55 language, gestures, values, perception and categorization countercultures are groups with value sys- world through immediate electronic commu- cultural lag happens when social and cultural tems that are in opposition to the dominant nications. 57 of experiences, actions, norms, interaction of social changes occur at a slower pace than technologi- group’s values. 56 structures, and struggle for scarce resources cal changes. 55 multiculturalism is a concept supporting HOW DOES CULTURE INFLUENCE SOCIOLOGICAL THEORY AND STUDY? 61 culture: affects how we perceive things; guides our thoughts and actions; must be studied while keeping these differences in mind Sample Test Questions get the topic: WHAT IS CULTURE? These multiple-choice questions are similar to those found in the test bank that accompanies this textbook.

Material Culture 49 The Study of Culture 54 Social Policy: Multiculturalism and Assimilation 61 1. Norms include all of the following except ESSAY Nonmaterial Culture 49 Symbolic Interaction—A Crisis of Values 58 a. folkways. Additional Values 54 Functionalism—Communitarianism 59 b. mores. 1. What aspects of Las Vegas culture may lead to the city’s Norms and Sanctions 54 Conflict Theory—The McDonaldization of the c. rules for behavior. culture death? United States 59 d. definitions of beauty. 2. How does culture influence sociological theory and study? 3. How might individualism lead to conflict? Theory 2. Which of the following statements is false? a. Values may cluster, but they cannot contradict. 4. How can a business benefit from the McDonaldization process? FUNCTIONALISM 58 • convenience over quality b. Values remain the same over time. 5. How did Wayne Baker determine whether a crisis of values really only the wealthy benefit: wages drop, inequality increases, short-term c. Values are often defined by their opposite. exists in the United States? 63 62 • culture (shared values and norms) holds society together through • shared values and norms profits rise d. Values exist in all societies. interaction of social structures Culture • 3. Gestures are part of • society must have a balanced relationship between the community, SYMBOLIC INTERACTIONISM 59 WHERE TO START YOUR RESEARCH PAPER the market, and the government a. assimilation. • traditional vs. secular values To learn more about the McDonaldization of America, Chapter 3 • communitarians (free markets and private ownership of businesses) b. material culture. • three hypotheses: trend, comparison, and distribution go to http://www.mcdonaldization.com • individualist and traditional values result in higher rates if murder, c. nonmaterial culture. To find more information about attending college while traveling the CONFLICT THEORY 59 poverty, and out-of-wedlock births d. multiculturalism. world, go to http://www.semesteratsea.com U.S. citizens becoming more traditional, not secular • society struggles for resources • 4. How does a counterculture form? societies win resources by using McDonaldization process (efficiency, culture is the language, beliefs, values, norms, behaviors, and material To learn more about the Small World project (the online experiment • a. When a subculture’s values differ from the dominant calculability, predictability, and technology) to test the idea that any two people in the world can be connected group’s values through only six others), go to http://smallworld.columbia.edu b. When a group maintains likes to aspects of their original culture To learn more about the communitarian movement, c. When the dominant culture does not accept part of the group go to http://www.gwu.edu/~ccps/index.html Key Terms d. When the subculture adopts the values of the dominant culture To find urban legends and myths as well as their origins and why they are at odds. 51 objects that are passed on to future generations of advanced by Edward Sapir in 1929 and subse- 5. In order for sociologists to practice cultural relativism when studying are not true, see http://www.snopes.com society. 48 quently developed by Benjamin Whorf, that the norms are rules developed for appropriate behavior polygamists in the United States, they must consider For more information on international study options, go to structure of a language determines a native speak- material culture consists of items within a culture based on specific values that are conditional. 54 http://www.studyabroad.com, http://www.studyabroadlinks.com er’s perception and categorization of experience. a. U.S. laws. that you can taste, touch, and feel. 49 50 sanction is a prize or punishment you receive b. U.S. norms. To find vital information to consider before studying abroad, go to nonmaterial culture consists of the nonphysical when you either abide by a norm or violate it. 54 http://travel.state.gov/travel/living/studying/studying_1238.html gestures are symbols we make using our bodies, c. polygamist norms. products of society, including our symbols, values, such as facial expressions, hand movements, eye folkways are informal types of norms. 54 d. cultural universals. For more information on international volunteering, go to rules, and sanctions. 49 contact, and other types of body language. 51 http://www.crossculturalsolutions.org mores are norms that represent a community’s symbols represent, suggest, or stand for some- To learn more about the Peace Corp, go to thing else. 49 values are a part of a society’s nonmaterial culture most important values. 54 that represent cultural standards by which we http://www.peacecorps.gov language is a system of speech and/or determine what is good, bad, right, or wrong. 51 taboo is an act that is socially unacceptable. 54 written symbols used to convey meaning ethnocentrism occurs when a person uses his or and communicate. 49 value pairs help us define values, usually in terms of opposites. 51 her own culture to judge another culture. 55 cultural transmission is culture passing from one generation to the next value clusters are two or more values that sup- xenophobia refers to fear and hostility toward peo-

through language. 50 port each other. 54 ple who are from other countries or cultures. 55

: 1. a; 2. b; 3. c; 4. a; 5. c 5. a; 4. c; 3. b; 2. a; 1. : ANSWERS Remember to check www.thethinkspot.com for additional Sapir-Whorf hypothesis is a hypothesis, first value conflict occurs when two or more values xenocentrism is perceiving other groupsor soci- information, downloadable flashcards, and other helpful resources. CHAPTER (continued) WHAT IS CULTURE? 48 the language, beliefs, values, norms, behaviors, eties as superior to your own. 55 culture shock occurs when a person encounters the inherent value of different cultures a foreign culture and has an emotional response within society. 56 03 and material objects that are important enough to cultural relativism means making a deliberate to the differences between the cultures. 56 assimilation is the process by which minority pass on to future generations of a society effort to appreciate a group’s ways of life without prejudice. 55 subculture is a subset of the dominant culture groups adopt the patterns of the dominant culture. 56 WHAT DIFFERENTIATES ONE CULTURE FROM ANOTHER? 58 normative relativism is the evaluation of a that has distinct values, beliefs, and norms. 56 global village refers to the “shrinking” of the society based on that society’s norms. 55 language, gestures, values, perception and categorization countercultures are groups with value sys- world through immediate electronic commu- cultural lag happens when social and cultural tems that are in opposition to the dominant nications. 57 of experiences, actions, norms, interaction of social changes occur at a slower pace than technologi- group’s values. 56 structures, and struggle for scarce resources cal changes. 55 multiculturalism is a concept supporting HOW DOES CULTURE INFLUENCE SOCIOLOGICAL THEORY AND STUDY? 61 culture: affects how we perceive things; guides our thoughts and actions; must be studied while keeping these differences in mind Sample Test Questions get the topic: WHAT IS CULTURE? These multiple-choice questions are similar to those found in the test bank that accompanies this textbook.

Material Culture 49 The Study of Culture 54 Social Policy: Multiculturalism and Assimilation 61 1. Norms include all of the following except ESSAY Nonmaterial Culture 49 Symbolic Interaction—A Crisis of Values 58 a. folkways. Additional Values 54 Functionalism—Communitarianism 59 b. mores. 1. What aspects of Las Vegas culture may lead to the city’s Norms and Sanctions 54 Conflict Theory—The McDonaldization of the c. rules for behavior. culture death? United States 59 d. definitions of beauty. 2. How does culture influence sociological theory and study? 3. How might individualism lead to conflict? Theory 2. Which of the following statements is false? a. Values may cluster, but they cannot contradict. 4. How can a business benefit from the McDonaldization process? FUNCTIONALISM 58 • convenience over quality b. Values remain the same over time. 5. How did Wayne Baker determine whether a crisis of values really only the wealthy benefit: wages drop, inequality increases, short-term c. Values are often defined by their opposite. exists in the United States? 63 62 • culture (shared values and norms) holds society together through • shared values and norms profits rise d. Values exist in all societies. interaction of social structures Culture • 3. Gestures are part of • society must have a balanced relationship between the community, SYMBOLIC INTERACTIONISM 59 WHERE TO START YOUR RESEARCH PAPER the market, and the government a. assimilation. • traditional vs. secular values To learn more about the McDonaldization of America, Chapter 3 • communitarians (free markets and private ownership of businesses) b. material culture. • three hypotheses: trend, comparison, and distribution go to http://www.mcdonaldization.com • individualist and traditional values result in higher rates if murder, c. nonmaterial culture. To find more information about attending college while traveling the CONFLICT THEORY 59 poverty, and out-of-wedlock births d. multiculturalism. world, go to http://www.semesteratsea.com U.S. citizens becoming more traditional, not secular • society struggles for resources • 4. How does a counterculture form? societies win resources by using McDonaldization process (efficiency, culture is the language, beliefs, values, norms, behaviors, and material To learn more about the Small World project (the online experiment • a. When a subculture’s values differ from the dominant calculability, predictability, and technology) to test the idea that any two people in the world can be connected group’s values through only six others), go to http://smallworld.columbia.edu b. When a group maintains likes to aspects of their original culture To learn more about the communitarian movement, c. When the dominant culture does not accept part of the group go to http://www.gwu.edu/~ccps/index.html Key Terms d. When the subculture adopts the values of the dominant culture To find urban legends and myths as well as their origins and why they are at odds. 51 objects that are passed on to future generations of advanced by Edward Sapir in 1929 and subse- 5. In order for sociologists to practice cultural relativism when studying are not true, see http://www.snopes.com society. 48 quently developed by Benjamin Whorf, that the norms are rules developed for appropriate behavior polygamists in the United States, they must consider For more information on international study options, go to structure of a language determines a native speak- material culture consists of items within a culture based on specific values that are conditional. 54 http://www.studyabroad.com, http://www.studyabroadlinks.com er’s perception and categorization of experience. a. U.S. laws. that you can taste, touch, and feel. 49 50 sanction is a prize or punishment you receive b. U.S. norms. To find vital information to consider before studying abroad, go to nonmaterial culture consists of the nonphysical when you either abide by a norm or violate it. 54 http://travel.state.gov/travel/living/studying/studying_1238.html gestures are symbols we make using our bodies, c. polygamist norms. products of society, including our symbols, values, such as facial expressions, hand movements, eye folkways are informal types of norms. 54 d. cultural universals. For more information on international volunteering, go to rules, and sanctions. 49 contact, and other types of body language. 51 http://www.crossculturalsolutions.org mores are norms that represent a community’s symbols represent, suggest, or stand for some- To learn more about the Peace Corp, go to thing else. 49 values are a part of a society’s nonmaterial culture most important values. 54 that represent cultural standards by which we http://www.peacecorps.gov language is a system of speech and/or determine what is good, bad, right, or wrong. 51 taboo is an act that is socially unacceptable. 54 written symbols used to convey meaning ethnocentrism occurs when a person uses his or and communicate. 49 value pairs help us define values, usually in terms of opposites. 51 her own culture to judge another culture. 55 cultural transmission is culture passing from one generation to the next value clusters are two or more values that sup- xenophobia refers to fear and hostility toward peo-

through language. 50 port each other. 54 ple who are from other countries or cultures. 55

: 1. a; 2. b; 3. c; 4. a; 5. c 5. a; 4. c; 3. b; 2. a; 1. : ANSWERS Remember to check www.thethinkspot.com for additional Sapir-Whorf hypothesis is a hypothesis, first value conflict occurs when two or more values xenocentrism is perceiving other groupsor soci- information, downloadable flashcards, and other helpful resources.