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Culture Change

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Societies continually experience cultural change a both material and non ... In the 1960's Betty Crocker tried to market its cake mixes in Japan most ... – PowerPoint PPT presentation

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Title: Culture Change


1
Culture Change
2
Cultural change
  • No culture remains unchanged
  • Societies continually experience cultural change
    a both material and non-material levels

3
Changes in Technology continue to shape the
material culture of a society.
  • Most technological changes are primarily
    modifications of existing technologies, new
    technologies are changes that make a significant
    difference in many peoples
  • lives.

4
Culture change is a process.
  • Cultures change in three ways
  • Discovery
  • Invention
  • Diffusion

5
Discovery
  • is the process of learning about something
    previously unknown or recognized.

6
Early discoveries
  • Fire provided light, warmth, and more tasty,
    tender food 250,000 years ago
  • Firing of clay to make it hard around 7000BC

7
  • Earth revolving around the sun (Galileo Galilei
    1632)
  • 1928 Discovery of penicillin by Alex. Fleming

8
Many discoveries today come from scientific
research
  • Polio vaccination virtually eliminated
    childhood disease
  • Modern medical technology has increased our life
    expectancy these innovations have made us aware
    of the importance of a healthy lifestyle through
    better diets and regular exercise

9
As more discoveries have occurred, people have
been able to reconfigure existing material and
nonmaterial cultural items through invention.
10
Invention
  • is the process of reshaping existing cultural
    items into a new form.
  • Guns Gunpowder from arrows
  • Telephone
  • Light bulbs
  • Flight

11
  • 1450 The Guttenburg printing press changed the
    way and the speed that people spread information

12
How did books get written before the printing
press?
  • They were transcribed by hand!! Ouch!!
  • Therefore they only produced books that were
    guaranteed best sellers.
  • What was the best seller in 1455?
  • The Bible

13
Diffusion
  • is the transmission of cultural items or social
    practices from one group or society to another

14
How does diffusion occur?
  • Exploration
  • Military Endeavors
  • Media
  • Tourism
  • Immigration

15
  • Some parts of culture are more likely to be
    diffused than others.
  • Items of material culture are more likely
    candidates for diffusion than ideas or behavior
    patterns

16
Once a cultural element is accepted in a new
culture, it may change in form or function.
  • Example Piñatas brought to Europe by Marco
    Polo from China in the 12c. It was used in china
    to celebrate the harvest seasons.

17
  • In Italy the nobles filled them with costly
    gifts and played a game
  • In Spain It became part of the Christian Lenten
    tradition
  • In Mexico it was used to celebrate the birth of
    the Aztec god Huitzilopochtli

18
  • Today children in many countries have a great
    time hitting piñatas with sticks at parties
    when it breaks open candy and/or toys fall out
    for all the children.

19
There is some resistance to diffusion
France bids Adieu to E-mail PARIS, July 18,
2003-- Goodbye "e-mail," the French government
says, and hello "courriel" the term that
linguistically sensitive France is now using to
refer to electronic mail in official documents.
The Culture Ministry has announced a ban on the
use of "e-mail" in all government ministries,
documents, publications or websites, the latest
step to stem an incursion of English words into
the French lexicon.
20
Other causes of culture change
  • Pressures arising from
  • Political Ideas Monarchy/Democracy/Communism
  • Environmental Concerns Global Warming
    Sustainable Development
  • Health Concerns - longer life expectancy means
    healthier lifestyles - SARS HIV/AIDS
  • Social Issues Civil Rights Movement Feminism
    - Gay Marriages - Equality for all (Declaration
    of Human Rights is an invention)

21
Cultural Lag
  • a gap between the technical development of a
    society and its moral and legal institutions.
  • This happens when material culture changes faster
    than nonmaterial culture, and it creates a lag
    (space) between the two cultural components.

22
  • Ex. Material culture computers and electronic
    coding have made it possible to create a unique
    health identifier for each person in Canada.
    This would enable us to make a data base that
    included everyones individual medical records
    from birth to death it could be used by health
    providers (hospitals doctors) and insurance
    companies to transfer medical records anywhere
    quickly.

23
But
  • The available technology does not mean that it
    will be accepted by the people who believe
    (non-material culture) that such a national data
    bank would be an invasion of privacy that could
    be abused by others.

24
Cultural Lag is also when
  • one generation of the culture may adapt to change
    quickly while another does not (computers, mp3
    players, ipods, email, blogging, cell phones,
    text messaging, web chatting most young people
    have mastered this technology while their
    parents/guardians/grandparents are unable to
    operate or understand this technology)

25
In todays shrinking globe or global village
cultural diffusion moves at a very fast pace as
countries continually seek new markets for their
products.
  • Euro Disney
  • Disney Japan
  • McDonalds in Moscow Tokyo
  • Stuff in general

26
Cultural Diffusion or Cultural Confusion?
  • The Global Marketing Hall of Shame

27
Coca-Cola
  • Launching their drink in China, found a phrase
    that sounded perfect
  • Ko-kou-ke-la. After printing many signs, the
    masterminds at Coke discovered they had names
    their drink
  • Bite the wax tadtole

28
Ford
  • Faced several problems in playing the name game
  • Pinto in Brazil is slang for tiny male
    genitals
  • They later changed the name to Corcel
  • Meaning Horse

29
Kentucky Fried Chicken
  • Finger Lickin Good
  • In China
  • Eat your fingers off

30
Chevy
  • Nova
  • In South America no va
  • means
  • it wont go in Spanish

31
Pepsi
  • Come alive with the Pepsi Generation
  • Translated into Taiwanese as
  • Pepsi will bring your ancestors back from the
    dead.

32
Coors Light Beer
  • Promotion aimed at Hispanics in the United States
    with the slogan Turn it Loose
  • Translated into Spanish
  • Drink Coors and get diarrea.

33
  • Coca-Cola introduced 2 litre bottles in Japan,
    but was unaware the few Japanese refrigerators
    were big enough to hold the bottle
  • In the 1960s Betty Crocker tried to market its
    cake mixes in Japan most Japanese homes did not
    have an oven

34
  • When McDonalds ventured into china the
    corporate mascot Ronald McDonald was at the
    launch, but to the Chinese, the clown is symbol
    of death
  • A toothpaste company ran a commercial in
    Southeast Asia claiming its product would whiten
    teeth.problem
  • the target market were in the habit of chewing
    betel nut in order to achieve darkly stained
    teeth a sign of social prestige
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