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CB-Session-9-Culture
5
CB
Culture
- Do the things we buy tell something about the culture we live in?
- How does culture influence the products we buy?
we are not born human beings, but we are nurtured as human beings:
Nature versus Nurture
nutured
Personality i.e. sense of self and society. ...
Language i.e. communication.
Dress.
Food habits.
Religion and religious faiths that is beliefs. ...
Customs of marriages and religions and special social customs.
shapes thinking
Types of culture
Monochronic
Polychronic
Time: linear, cyclical
Space-sensitive
Symbolic
Rational
Narrative
different but it is what makes an identity
Origin
What is Culture?
The word "culture" derives from a French term, which in turn derives from the Latin "colere," which means to tend to the earth and grow, or cultivation and nurture.
Understanding Culture
Individuals worldwide participate in activities that allow them to take a break and interact socially with others
example: coffee break
Understanding Culture
Definition
Definition
The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.
Characteristics of Culture
- Culture is dynamic
- Culture is shared
- Culture is learned through enculturation and acculturation
- Culture offers order, direction, and guidance
e.g. When to eat, Where to eat
Characteristics
Ethos
Ethos
Set of moral aesthetic and evaluative principles.
Ethos is the guiding principles, beliefs and ideals that a culture believes in.
Collectivist Culture
Collectivist Culture
The group comes before the individual
People subordinate personal goals to those of a larger group
Self-discipline and group accomplishment are stressed
Individualist Culture
Where people attach more importance to their own personal goals than to a group's goals
Personal enjoyment and freedom are important.
Individualist Culture
Norms
Norms
Norms are the informal rules that govern what is right or wrong.
When we form groups we create a set of rules or standards that the members follow
Customs
Customs
A Custom is a norm that comes from a traditional way of doing things
(example: The time we eat dinner)
More
More
A More is a norm with strong moral overtones
example: We don't eat dogs
Conventions
Conventions
Conventions are norms regarding the conduct of everyday life
(example: we use certain utensils to eat)
Culture is learned as part of social experience.
Children acquire from their environment a set of beliefs, values, and customs that constitute culture (i.e., they are encultured).
impact
Culture is communicated to members of the society through a common language and through commonly shared symbols.
Because the human mind has the ability to absorb and process symbolic communication, marketers can successfully promote both tangible and intangible products and product concepts to consumers through mass media.
communication
Aspects of Culture
A Cultural System has three areas:
Ecology (the way it has adapted to environment; shaped by technology used);
Social Structure (how order is maintained; domestic/political groups);
Ideology (the mental characteristics of the people; ideas ; principles of order,ethos, morals
Aspects of Culture
Geert Hofstede's Framework:
Every culture is different, but they vary on some dimensions according to Geert Hofstede's Framework:
Geert Hofstede's Framework:
Power Distance
Power Distance
How interpersonal relationships form when different powers perceived;
how equal?
how informal?
Uncertainty avoidance
How threatened people feel by unknown
Uncertainty avoidance
Masculinity/femininity
How gender roles are defined
Masculinity/femininity
Individualism
Collectivist/individualist cultures
Individualism
Long Term vs Short Term Orientation
Planning for future vs focus on past and present
Long Term vs Short Term
Indugence vs Restraint
Enjoying and having fun now, vs being in control
Indugence vs Restraint
Myths
A Myth is a story with symbolic elements . A myth can show shared emotions/ideals of a culture
Myths & Rituals
Do Myths really matter today?
Contd.
References to Greek mythology are all around us
Ever heard of Nike athletic gear? Nike was actually a goddess of personification and victory
Do Myths really matter today?
Contd.
What would Valentine’s Day be without Cupid? Cupid, or Eros, is the god of love as the Greeks called him
z
Brands & Names
In the same way, Indian Myths…
Indian Myths
Were used to explain the creation of the earth, death and the afterlife, and human experiences: love, jealousy, revenge, & war
They were also used as entertainment and were only told orally because most people could not read
Ads
Rituals
Rituals are symbolic behaviours that occur in a fixed sequence and that tend to be repeated periodically; some are religious.
Rituals
Corona (2013) created a campaign Corona
Ad
Shows you how every day is some special occasion, all so you can have an excuse to drink Corona
Sacred Consumption
Consuming objects and events that are special or set apart from our normal life .
They may be treated with respect or awe. Can include religious objects but also things we treasure as a culture
Sacred Consumption
Profane Consumption
Consuming objects and events that are ordinary/ everyday- nothing special
Profane Consumption
Collectivism stresses harmony and connection with others.
Bringing honour to the group is more strongly related to self-esteem than personal achievement and self-assertion (Markus and Kitayama, 1994).
Culture is manifested through values, heroes, rituals, and symbols. Values is the core of culture and it influences the consumer behavior .
The how, where and what of eating
Culture &
Food
Man’s first “cultural” efforts largely involved the issue of how to find food and open the way for his extraordinary omnivorous drive
His ability to win the challenge of eating or being eaten
Culture & Food
The use of utensils for cooking, a requirement
for boiling, is certainly proof of cultural evolution
Food
Omnivore’s dilemma
The omnivore’s dilemma comes into play each time we decide
whether or what is supposed to be edible
when we choose to follow (or disobey) Kosher or Halal dietary rules;
or when we decide if it is ethically defensible or not to eat meat
Food
Contd.
Food Rituals
Universal aspect of human existence, food “is central to religion—as a symbol, subject of prayer, sign of sharing and non-sharing, as an element of communion”
Food rituals
Food - Gender
The difference between roles of men and women in some societies in the past (with the former seated and the latter on their feet, serving)
The place where one sits has a precise meaning depending on the historic, social or political context.
Table
Food culture Ads
The fast-food giant, Burger King recently pulled down a racist ad rolled out by its New Zealand Franchise after it sparked an intensive round of criticism for the brand.
The ad showed Westerners attempting to eat its ‘Vietnamese Sweet Chilli Tendercrisp Burger’ through the aid of oversized chopsticks.
Nescafe Video
Culture & Dress
Culture & dress
Western cultures don't have dress codes except when it comes to respecting churches and temples
Eastern cultures
In North Korea, wearing trousers could result in you having to attend a labour camp
Sudan, women can be fined and given lashings
Barbie dolls
Culture & Games
Culture & Games
Gaming sub-culture feeds itself back into the larger cultural realm. The cultural products and symbols to come out of games culture in turn influence popular culture
Culture satisfies the needs of people within a society.
a) It offers order, direction, and guidance in all phases of human problem solving by
providing “tried and true” methods of satisfying physiological, personal, and social
needs.
b) Similarly, culture also provides insights as to suitable dress for specific occasions (e.g.,
what to wear around the house, what to wear to school, what to wear to work, what to
wear to church, what to wear at a fast food restaurant, or a movie theater).