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September 22nd

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Introduction to Sociology: Chapter 16 ... Culture is the lens through which we see the world. Gives shape and meaning ... Cadillac Escalade SUV. Chanel ... – PowerPoint PPT presentation

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Title: September 22nd


1
September 22nd
  • Sign in, deposit participation cards
  • Questions about CCA Paper?
  • Lecture 3 Culture
  • Homework
  • Introduction to Sociology Chapter 16 (only pages
    520-526)
  • Outline of research paper and source list due on
    Wednesday

2
Lecture Three
  • What Makes Us Social Beings?
  • A Sociology of Culture

3
What is Culture?
  • Culture is the lens through which we see the
    world
  • Gives shape and meaning to our daily lives
  • Analogy a computer
  • The hardware social structure
  • The software - culture

4
Culture is a social process
  • Shared
  • Learned
  • Taken for granted
  • Symbolic
  • Varies across time and place

5
Material and Non-material Culture
  • Material Culture
  • First indicators of cultural differences
  • Non-material culture
  • Beliefs the truth of it all
  • Values the right and wrong
  • Norms the rules
  • Rituals practice and reaffirmation
  • Language the heart of it all

6
Common Culture, Shared Variations
  • Dominant culture
  • Cultural form that receives the most support in
    society and constitutes the major belief system
  • Sub-cultures
  • Values and norms of behavior differ
  • Counter-cultures
  • Reaction to the dominant culture

7
Consumer Culture
  • The dominant culture in American society today is
    the consumer culture
  • Define ourselves in terms of goods we purchase
  • Consumer culture both unifies us we all
    participate and differentiates us from one
    another
  • Sub-cultures (and counter-cultures?) are
    reflected in our visible consumption

8
The Functions of Consumption
  • In a consumer society consumption has both
    manifest and latent functions
  • Manifest intended or expressed outcome
  • Latent unintended or unexpressed outcome
  • Veblen conspicuous consumption isa heightening
    or reaffirmation of social status.
  • Reference groups groups that provide the
    standard

9
What are the Manifest and Latent Functions of
  • Cadillac Escalade SUV

10
Chanel Lipstick
11
Apple iPod
12
Look at the advertisement that your groups has
been given
  • What reference group is the add trying to appeal
    to? How?
  • What is the manifest function of the product?
  • Does the advertisement focus on this function?
    How?
  • What latent functions does the advertisement
    associate with the product?
  • How does the advertisement present this function?
  • Does the advertisement focus more on the manifest
    function or the latent (symbolic) function?
  • Why do you think?

13
Role of Mass Media
  • Mass Media plays a central role in the consumer
    culture
  • Increases the symbolic value of Brands
  • Stretches our reference groups
  • How much influence?
  • Adults see an average of 2000 advertisements a
    day
  • Children see an average of 40,000 commercials a
    year
  • We use 6.5 hours of mass media a day

14
Marketing Culture
  • Mass media shapes the public sphere and directs
    cultural flows in our modern society
  • Culture Industries The Big Ten
  • With the Internet, Satellite TV, radio, and film,
    cultural practices are not longer fixed to
    locality
  • Speed up of cultural flows
  • Unified global market of consumers

15
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16
Cultural Globalization
  • Two contradictory processes emerge
  • Homogenization
  • Spread of Anglo-American values
  • Consumer Culture
  • Differentiation
  • Glocalization new cultural forms emerge that
    have both global and local characteristics

17
So What?
  • Do you think cultural globalization is a good
    thing or a bad thing? Why?
  • Do you think the cultural exchange through global
    mass media is even?
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