2. Full range of human learned behavior
According to Ralph Linton
Culture is the way of life of its members; the
collection of ideas and habits which they
learn, share and transmit from generation to
generation.
3. Humans behavior is not instinctive, it is
based on guidelines.
These guidelines are learned.
Guidelinesshould be shared by members of
the cultural group
7. The tradition of the society you live in.
Subculture
Culture of the part of the world you
belong
Universal culture
Common human cultural traits like
a verbal language
using age and gender to classify people
classifying relationships on marriage,
descent relationships , kinship
8. Typing
Change from hand written to moveable type
Pictorial images
Printing of pictures, maps
Protestant Reformation
Elites against printing
Attempts to license and suppress books
Mass media in society
Cultural niches are created
Newspapers for news
Telephone for interpersonal communication
Photography
Radio
Television
9. Mass culture
Culture disseminated through mass media
Refers to culture produced through mass
media
It does not arise form people’s daily life
interaction
Mass culture is possible due to modern
forms of communication and electronic
media
It promotes individualism and consumerism
10. Popular culture
Contemporary lifestyle generally
accepted by the society.
Popular culture is consumed by the
society.
Made popular by the media (the
flip side of the mass culture coin)
Popular culture changes with time.
11. Forms of popular culture
Music
Film
Television
Advertising
Sports
Fashion
Toys
Magazines
Comic Books
Food
12. High culture
High culture is a term used to describe elite
aristocratic culture.
Low culture
Culture followed by the masses, which is looked
down upon by the elites.
13. Commercialization of culture
Identity crises – need to buy the right thing
Product images – create desire
Product placement in mass media
Leisure becomes mass mediated
Sports – media consumes it, consumer goods
Criticism is that high culture is vanishing
Violence increases
Mass culture can be exported
Through movies, songs, internet
E.g. McDonalds opens in Russia, Levis jeans, Nike, Adidas
Cults
Extreme devotion to something e.g rock, fans, punks ,
bikers etc.
Cult industries flourish