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

Culture and

Media

Chapter 3

Lecture PowerPoint

© W. W. Norton & Company, 2008

Definitions of Culture

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

2

Culture can be loosely defined as a set of beliefs, traditions, and practices.

Definitions of Culture

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

3

The concept of culture has evolved and expanded throughout history.

The oldest understandings of culture focus on the distinction between: Natural environment What is modified or created by humans

Definitions of Culture

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

4

As Europeans came into contact with non-Westerners, culture evolved in terms of differences between peoples, which could be viewed positively or negatively.

In the eighteenth and nineteenth centuries, a new dimension was added to the concept of culture—the idea that culture involved the pursuit of intellectual refinement.

Material vs. Nonmaterial Culture

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

5

Material culture = constructed physical environment, such as books, technology, fashion, and monuments.

Nonmaterial culture =

values, beliefs, behaviors, and social

norms.

Elements of Nonmaterial Culture Norms = rules defining appropriate and

inappropriate behavior Mores = great moral significance (e.g. some

sexual behaviors, child abuse, not working for a living are considered morally wrong).

Laws = norms that are formally defined and enforced. May come from mores.

Folkways = less significant, customs and habits (e.g. etiquette, fashion)

Elements of Nonmaterial Culture Values = broad cultural principles defining

what is desirable May be basis for norms May help achieve consensus & loyalty American values: achievement, success, work,

practicality, equality, democracy, American superiority

Elements of Culture Symbols = things that represent something else

Objects, logos, language, body language, etc. Easily recognized, shared meaning Facilitate communication and integration Shape world view. Examples:

BRB

ROFL

:-D

Elements of Culture Beliefs = ideas about what is true

Involve religion, politics, science Related to ideology – system of concepts and

relationships Democracy Christianity Scientific paradigms

Elements of Culture Technology = ways of doing things

Material tech. – design of things, equipment, machinery, computer systems, communications, infrastructure, etc.

Social tech. – design of social systems (management, organizations, education, health care, etc.)

Subcultures and Countercultures

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

11

A subculture is a group united

by sets of concepts, values, traits, and/or behavioral patterns that distinguish it from others within the same culture or society.

Still part of the dominant culture

Ethnicity, geography, religion, may be basis for subcultures

Cultural relativity

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

12

Cultural relativism is the idea that we should recognize differences across cultures without passing judgment or assigning value to those differences.

Multiculturalism emphasizes different views, experiences, and contribution of minorities.

Melting pot is idea that all cultures should blend into single “American” culture

Where does culture come from?

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

13

Reflection theory: culture reflects underlying social structures. Equal opportunity (value) reflects democracy (structure) Sexual freedom (norm) reflects individual family (structure) Consumerism (value) reflects market economy (structure)

Where does culture come from? Hegemony = Marxist view: culture is taught and

reinforced in all institutions. Version of reflection theory. Material culture influences social arrangements. Examples:

Agricultural economy: patriarchal extended family, feudal system. Industrial economy: breadwinner-homemaker family; democratic

system Post-industrial: individual family, democratic system

Where does culture come from? Interactionist view: culture is created in social

interaction. Meanings are central Example: Calling someone to arrange a social

visit – what does this mean? U.S.- few class differences historically. Everyone in

same situation. Social calls taken for granted Japan – originally rigid caste system. Complex social

etiquette survives. Not OK to just call someone. May be considered rude.

Where does culture come from? Functional view: culture is necessary for

social stability Promotes consensus, group identity Defines expectations for social situations, makes

life predictable Enables communication and interaction Dysfunction: subcultures may conflict with each

other or larger culture

Media: Carriers of Culture

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

17

Media are any formats or vehicles that carry, present, or communicate information – books, posters, Web pages, clay tablets, and radio.

Mass media refers to any form of media that reaches the mass of the people.

Media: carriers of culture

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

18

Hegemony: people and societies shape and are shaped by culture. Media encourage people to “buy in” to dominant values.

The Media Life Cycle

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

19

Begins with message (text) created by people May be decided by powerful elites

Message shapes culture Marketing uses this principle

Culture influences behavior Marketing, education

People use media to change text and reshape culture “culture jamming” = subverting media message through

media itself

Media Effects

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

20

Media effects can be placed into four categories Short-term and deliberate (advertising) Long-term and deliberate (education) Short-term and unintentional (violent behavior, sex) Long-term and unintentional (stereotypes, desensitizing)

Where Do Stereotypes Come From?

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

21

Media can create or reinforce stereotypes Stereotypes sometimes used intentionally to sell

product or program Common stereotypes

Women as young, thin, beautiful, sexual Men as competent at work but incompetent at home Minorities as working class Minorities as separate culture (clothing, music) Fewer minorities in lead roles Fewer minorities appear on prime time TV

Political Economy of the Media

You May Ask YourselfCopyright © 2008 W.W. Norton & Company, Inc.

22

Media in the U.S. controlled by 6 companies. affect the information and messages to the public. may be somewhat balanced by internet

Media play a large role in consumerism happiness and fulfillment can be achieved through

acquisition of material possessions. Media reaches into all parts of world: “soft power”

American culture influences foreign markets Some backlash among anti-American cultures