Culture PDF
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This document provides a detailed overview of culture, covering its definition, material and spiritual aspects, key elements (beliefs, values, customs), and characteristics (created, transferred, shared, similar but different, permanent and rewarding, adaptable, organized, and integrated).
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Culture 1. Definition: ○ Culture is a set of material and spiritual values influenced by tradition and contemporary changes, shaping the behavior of society members. 2. Material Culture: ○ Includes production mean...
Culture 1. Definition: ○ Culture is a set of material and spiritual values influenced by tradition and contemporary changes, shaping the behavior of society members. 2. Material Culture: ○ Includes production means and material goods. 3. Spiritual Culture: ○ Comprises morals, religion, arts, philosophy, science, and traditions. 4. Key Elements: ○ Beliefs: Mental and verbal statements reflecting knowledge and judgment. Example: “I believe that…” forms judgments based on acquired knowledge. ○ Values: Few in number and widely accepted. Serve as guidelines for socially acceptable behavior. Permanent and unrelated to specific objects or situations. ○ Customs: Shared behaviors culturally accepted in specific situations. Differ fromnorms, which are written rules tied torewards and sanctions. Characteristics of Culture 1. Created: ○ Result of the interaction between ideology, technology, and environment. 2. Transferred: ○ Passed from generation to generation via socialization (family, religion, schools). 3. Shared: ○ Culture is a joint phenomenon among group members but can transfer to other groups. 4. Similar but Different: ○ Universally includes elements like sports, cuisine, laws, and beliefs, but differs in methods of adoption. 5. Permanent and Rewarding: ○ Rewards behavior aligning with norms, reinforcing cultural elements over time. 6. Adaptable: ○ Adjusts to technological, environmental, and innovative changes. 7. Organized and Integrated: ○ Aims for harmony among its components, though occasional inconsistencies exist. 8. Prescriptive: ○ Establishes ideal behavioral standards, with rewards for adherence and sanctions for violations. Learning Culture F ormal Learning: Lessons from adults and older siblings. Informal Learning: Imitation of family, friends, ormedia figures. Technical Learning: Instruction in educational institutions. Institutions Influencing Culture 1. Family: ○ Teaches consumer skills (e.g., value of money, price-quality relations, promotional reactions). 2. Educational Institutions: ○ Provides learning skills, history, patriotism, civil rights, and technical education. 3. Religious Institutions: ○ Offers spiritual leadership and moral education. Language and Symbols 1. Symbols: ○ Verbal and non-verbal representations of meaning. ○ Example: The word "hurricane" evokes thoughts of danger and protection. 2. Non-Verbal Communication: ○ Use of figures, colors, shapes, textures in ads or packaging. ○ Cultural color meanings: White: Peace (Western), Death (Eastern). Purple: Royalty (UK), Grief (Thailand). Yellow: Hope (Western), Sorrow (Egypt). 3. Numbers: ○ Example: "Chanel No. 5" rejected in Japan due to associations with death. Rituals in Culture Definition: S ○ ymbolic activities with ordered steps repeated over time. ○ Examples: Weddings, funerals, holidays. Subcultures 1. Definition: ○ Distinct cultural groups within a broader society. 2. Types: ○ Religious Subcultures: Influence consumer choices (e.g., Mormons avoid caffeine; Muslims avoid pork and alcohol). ○ Geographic Subcultures: Regional differences in consumer behavior. ○ National Subcultures: Pride in ancestral customs and traditions. ○ Racial Subcultures: Physical distinctions influencing behavior. ○ Gender Subcultures: Gender-based market differences. ○ Age Subcultures: Market segments by age (young, middle-aged, old). Generational Differences 1. Baby Boomers (1946–1964): ○ Significant purchasing power. ○ Influences younger generations and values tradition. 2. Generation X (1966–1979): ○ Values freedom and flexibility. ○ Less focused on materialism than Baby Boomers. 3. Generation Y (1977–1984): ○ Tech-savvy and rebellious. ○ Prioritizes education, diversity, and social responsibility. 4. Generation XY (1975–1985): ○ Combines traits of X and Y. ○ Cynical yet tolerant, shaped by both pessimistic and optimistic events. 5. Generation Z (1990–2010): ○ Digital natives immersed in technology. ○ Always connected through devices like smartphones and tablets. Additional Notes Generation Alpha: ○ Assumed to follow Generation Z. Market Segmentation by Age: ○ Young: Strong purchasing power (modern clothing, sportswear). ○ Middle-Aged: Hedonistic lifestyle; Yuppies prioritize materialism. ○ Elderly: Focused on health, leisure, and life improvement.
