Soc 100 1st Edition Lecture 5Outline of Last Lecture I. Research MethodsII. Ethical ConsiderationIII. Culture Outline of Current Lecture II. CultureA. Nonmaterial/MaterialB. RelativismC. ScriptsIII. Values and NormsIV. Sanctions and Social ControlsV. MediaCurrent LectureMaterial and nonmaterial culture- Material= Is everything that is a part of our constructed environment; books, fashion…- Nonmaterial= not tangible; beliefs, values, behaviorsCultural Relativism- Coined by Ruth Benedict in the 1930s, this is the idea that we should recognize differences across cultures without passing judgment on or assigning value to those differencesCultural Scripts- Are modes of behavior and understanding that are not universal, but that may strongly shape beliefs or concepts held by a societySubcultures- A group united by sets of concepts, values, traits, or behavioral patterns that distinguish it from others within the same cultureThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Counterculture- Are subversive subcultures, they oppose dominant values and seek to replace themo Ex: Hippies revolting against the warValues and Norms- Values= moral beliefs- Norms= how values tell us to act- Socialization= by which a person internalizes beliefs/values and learns to function as a member of that societySocial Control- Sum of sanctions in society by means of which conformity to cultural guidelines is ensuredSanctions and Social Controls- Sanctions= are rewards and punishments to ensure conformity to cultural guidelines- Taboos= are among the strongest of norms- Mores= are norms that most believe are essential for survival of their society- Folkways= are the least important normsTwo faces of culture: Freedom and Constraint- 1. Culture provides us with an opportunity to exercise our freedom- 2. Existing cultures puts limits on what we can think and do. In that sense, culture constrains usLanguage- System of symbols strung together to communicate thoughts- Allows us to share understandings, pass experience and knowledge and make plans for the future- Allows culture to developWhat is media?- Media is any format or vehicle that carries communication and information= books, posters…- Mass media refers to diversified media technologies that are used to reach a large audience by mass communication Media- Hegemony refers to the impact of media on culture and how people and societies shape and are shaped by the dominant cultureMedia Life Cycle- Media studies open paths of investigation, including:o Textual analysis and audience studieso How people create media and the biases involved in that creationo How media reflects the culture in which we existMedia Affects- Can be placed into 4 categories according to their durationo Short-term and deliberateo Long-term and deliberate Ex: Don’t text and driveo Short-term and unintentional Violent media can cause violence in uso Long-term and unintentional Acquiring prejudices and stereotypesWhere do stereotypes come from?- Intentionally or unintentionally, subtly, or overtly, the media can create or reinforce ethnic, racial, gender, religious, and other stereotypesPolitical economy and the media- Media ownership in the U.S is in the hands of 6 companies- Companies affect the information sent to the audience- Advertisements play a large role in the maintenance of consumerism; happiness and fulfillment can be achieved through acquisition of material possessionsConsumerism- Tendency to define oneself in terms of the goods purchase- Excessive consumptiono Puts limits on who we can become Degrades natural environment- Replacing old phones with new ones. Old ones are just thrown awayPolitical economy of the media- Globalization of the media has spread American culture around the world- This has effects on cultures, values, and ideas on other’s behavior and it has experiencedrise in distaste with American culture- Culture jamming is one example of subverting the power of the mediao Changing ads, adding clothing to scandalous