Culture is one of the important concepts in sociology.
No human society can exist and develop without its
culture. The main difference between the animal and
human societies is of culture only.
Animal societies have no culture because they do not
have systems of learning and transmitting social
experiences.
Sociologists are keenly interested in the study of culture
because the study of human society is incomplete without
it.
The ideas, customs, and social behavior of a
particular people or society
Culture is the characteristics and knowledge
of a particular group of people, encompassing
language, religion, cuisine, social habits,
music and arts
"Culture holds religion, food, what we
wear, how we wear it, our language,
marriage, music, what we believe is
right or wrong, how we sit at the table,
how we greet visitors, how we behave,
and a million other things,“
Culture is the way of life which is
transmitted from generations to
generations
Definition of culture
Different sociologists have differently defined the term
culture:
Taylor: “Culture is the complex term which
includes knowledge, belief, art, morals, law, customs
and habits and any capabilities acquired by man as a
member of society”.
Linton: “Culture is social heredity, which is
transmitted from one generation to another with the
accumulation of individual experiences”.
John Beattee: Culture is the way of life which is
transmitted from generation to generation”.
The important elements of culture are:
1)language
2)Religion
3)Values and attitudes
4)Education
5)Social organization
6)Customs and Traditions
7) Norms
8) Symbols
Language can be verbal and non-verbal. Verbal means how the words
are spoken (tone of voice) and non-verbal includes gestures, body
position and eye contact.
It is important to really understand how language is used by the people in
your target market.
Consider the following examples: When the Pepsi slogan “Come alive
with the Pepsi Generation” was translated in Taiwanese(Taiwan), it came
out as “Pepsi will bring your ancestors back from the dead” or the KFC
slogan “Finger-lickin’ good” in Chinese, came out as “Eat your fingers off".
These can irritate and frustrate the customer and therefore these
misunderstandings should be avoided. It does not give the best
impression of the company that has produced it.
Many international companies ignore the influence of
religion. Most cultures find in religion a reason for being. It
is important to identify the difference between the shared
beliefs, for example, in Islam, Buddhism, or Christianity.
An example of the effect of religious beliefs on
international marketing is the ban of pork products and
alcoholic beverages in the Middle East. The international
market manager must be aware of religious division in the
countries of operation.
Values and attitudes can affect reaction to a product or
to its origins. For example, a firm using yellow flowers in
its logo or on the packaging of a product was well
accepted in the United States but was a disaster in
Mexico, where a yellow flower symbolizes death or
disrespect. An international company needs to
understand the differences in values and attitudes
within the country.
It is significant for international firms are to know
about the educational system of a country. The
level and nature of education can have a major
impact on how receptive consumers are to
foreign marketing activities.
The social systems are different in every country, for
example the family relations, the social stratifications,
the interest groups and the status in a community
group. Social organization also determines the roles
of managers and subordinates and how they relate to
one another.
The very important element of a culture is this norms. This decides the
rules and regulation of a society.
The term ‘norm’ refers to that which is most common, or that which is
‘normal’. For sociologists, norm means any shared standard of
behaviour which in turn entails certain expectations of behaviour in a
given situation.
Norms are the agreed‐upon expectations and rules by which a culture
guides the behavior of its members in any given situation. Norms vary
widely across cultural groups. Americans, for instance, maintain fairly
direct eye contact when conversing with others. Asians, on the other
hand, may avert their eyes as a sign of politeness and respect.
Folkways
Laws. Mores
Taboos
Taboo. Taboo is a type of norm that is strongly valued and upheld topic of
conversation to the extent where breaking it can result in a judgment and
extreme shaming from others..
Examples of taboo can be Addiction, Murder , Suicide
Folkway. Folkways are norms that behave in a similar fashion to taboos
except for the fact that if violated, do not cause such harsh or extreme
consequential results. In other words, folkways are less-criticized offense.
Regardless of the offense, folkways do not create much of a hatred for
that person who was involved. An example can include not greeting
someone you know even though you pass by him/her.
Mores. These are the types of norms that usually define or establish the
behavior or moral standards within a culture or society. These give a clear
indication of what might sound or seem normal in normal circumstances in
the society.
Example: Talking to oneself in public is not considered a normal behavior.
Stealing is considered unacceptable under any circumstance
Laws. Lastly, laws are norms that are a set of rules/regulations that are
invented and defined by a given culture’s/society’s governing body. These
are important to maintain a just and fair society. Ranging from family rights to
property rights, the laws act as guidance medium for the people so that they
know what is clearly right or wrong.
Example: Everyone has the right to identity
It is a crime to enter a house and remain in it without permission of the
owner
Importance of Symbols may
differ for different
people, belonging to a
different culture. For
example sign of cross
means nothing for Hindus
but for Christians, this is a
symbol of Lord Christ.
A custom (also called a tradition) is a common way of doing things.
It is something that many people do, and have done for a long
time. Usually, the people come from the same country, culture,
or religion.
Many customs are things that people do that are handed down
from the past. Examples of it are:
Ceremonies are a class of customary, collective action.
In some countries it is polite/respectful to bow to older people.
In some countries it is OK to burp while eating food.
In some countries you take your shoes off before entering the
house.
In some places they sit on the floor and eat.
1. Real culture
2. Ideal culture
3. Material culture
4. Non material culture
Real culture can be observed in our social life. We act
upon on culture in our social life is real, its part which
the people adopt in their social life is their real one. The
whole one is never real because a part of it remains
without practice. How far we set upon Islam is our real
culture. Being a Muslims, Christian and related to
another religion we do not follow Islam, Christianity etc.
fully in our social life. It means the part of religion which
we follow is our real culture.
.
The culture which is presented as a pattern or precedent
to the people is called ideal. It is the goal of the society.
It can never be achieved fully because some part of it
remains out of practice. It is explained in textbooks, our
leaders’ speeches and guidance. The part of ideal
culture practiced in social life is called real culture. Islam
is our ideal one. We claim to be true Muslims and this
claim is our ideal culture but how far we are Muslims in
practice is our real culture. Both the real and ideal
cultures are related together and different from each
other.
Material culture consists of man-made objects such as
furniture, automobiles, buildings, dams, bridges, roads and
in fact, the physical matter converted and used by man. It is
closely related with the external, mechanical as well as
useful objects. It includes, technical and material
equipment like a railways engines, publication machines, a
locomotive, a radio etc. It includes our financial institutions,
parliaments, insurance policies etc. and referred to as
civilization.
Material means physical object (i.e. buildings, vehicles,
transportation, clothes, houses and schools).
The term 'culture' when used in the ordinary sense,
means non-material culture'. This term when used in the
ordinary sense, means non-material. It is something
nonphysical ideas which include values, beliefs, symbols,
organization and institutions etc. Nonmaterial culture
includes words we use, the language we speak, our belief
held, values we cherish and all the ceremonies observed.
Non-Material means something you invisible, untouchable
(i.e. education, language, feelings, religion, beliefs, sports,
and feelings).
From the definitions it becomes clear that sociologically
culture has specific meaning and characteristics. It is the
product of human behavior and gaining knowledge
through group. It is a system of learned behavior and set
procedure. Some of the salient characteristics of culture
are as under:
Culture is learned.
Culture is shared.
Culture is transmitted.
Culture is changing.
It is acquired through education, training and
experience.
Most of the behavior is learned in society. This learning
might be conscious or unconscious but no body can
deny the process of learning. Culture is something
learnt and acquired e.g. wearing clothes or dancing. It
is not something natural to the person.
All the traits, attitudes, ideas, knowledge
and material objects like radio, television
and automobiles etc is actually shared by
members of society.
All the culture traits and objects are transmitted
among the members of society continually. Most of
the cultural traits and material objects are
transmitted to the members of the society from their
forefathers. We learn new fashion, how to move in
society and how to behave in a particular social
situation
Culture never remains static but changing. It
is changing in every society, but with
different speed and causes. It constantly
under goes change and adapts itself to the
environments.
