60 CHAPTER THREE Culture Sociologists have long recognized the many ways in which culture influences human behavior. Through what has been termed a tool kit of habits, skills, and styles, people of a common culture construct their acquisition of knowledge, their interactions with kinfolk, their entrance into the job market—in short, the way in which they live. If it were not for the social transmission of culture, each generation would have to reinvent television, not to mention the wheel (Swidler 1986). Having a common culture also simplifies many day-to-day interactions. For example, when you buy an airline ticket, you know you don’t have to bring along hundreds of dollars in cash. You can pay with a credit card. When you are part of a society, you take for granted many small (as well as more important) cultural patterns. You assume that theaters will provide seats for the audience, that physicians will not disclose confidential information, and that parents will be careful when crossing the street with young children. All these assumptions reflect basic values, beliefs, and customs of the culture of the United States. Today, when text, sound, and video can be transmitted around the world instantaneously, some aspects of culture transcend national borders. The German philosopher Theodor Adorno and others have spoken of the worldwide culture industry that standardizes the goods and services demanded by consumers. Adorno contends that globally, the primary effect of popular culture is to limit people’s choices. Yet others have shown that the culture industry’s influence does not always permeate international borders. Sometimes the culture industry is embraced; at other times, soundly rejected (Adorno 1971 1991:98–106; Horkheimer and Adorno 1944 2002). CULTURAL UNIVERSALS All societies have developed certain common practices and beliefs, known as cultural universals . Many cultural universals are, in fact, adaptations to meet essential human needs, such as the need for food, shelter, and clothing. Anthropologist George Murdock (1945:124) compiled a list of cultural universals, including athletic sports, cooking, dancing, visiting, personal names, marriage, medicine, religious ritual, funeral ceremonies, sexual restrictions, and trade. The cultural practices Murdock listed may be universal, but the manner in which they are expressed varies from culture to culture. For example, one society may let its members choose their marriage partners; another may encourage marriages arranged by the parents. Not only does the expression of cultural universals vary from one society to another; within a society, it may also change dramatically over time. Each generation, and each year for that matter, most human cultures change and expand. LO 7-2 Ethnocentrism Many everyday statements reflect our attitude that our culture is best. We use terms such as underdeveloped, backward, and primitive to refer to other societies. What “we” believe is a religion; what “they” believe is superstition and mythology. It is tempting to evaluate the practices of other cultures on the basis of our perspectives. Sociologist William Graham Sumner (1906) coined the term ethnocentrism to refer to the tendency to assume that one’s own culture and way of life represent the norm or are superior to all others. The ethnocentric person sees his or her group as the center or defining point of culture and views all other cultures as deviations from what is “normal.” Westerners who think cattle are to be used for food might look down on India’s Hindu religion and culture, which view the cow as sacred. Or people in one culture may dismiss as unthinkable the mate selection or child-rearing practices of another culture. In sum, our view of the world is dramatically influenced by the society in which we were raised. Ethnocentrism is hardly limited to citizens of the United States. Visitors from many African cultures are surprised at the disrespect that children in the United States show their parents. People from India may be repelled by our practice of living in the
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