Culture

Culture

1. def.

   • sum total of learned beliefs, values, customs
     • serve to regulate the consumer values

2. cultural knowledge

   • tacit
     • all day breakfast on all melb cafes
   • overt, formalised even
   • dynamic
     • evolving
   • learned and unlearned
     • formal learning
       • pink for girls, blue for boys, culturally ingrained
       • adults, parents, older siblings
     • informal
       • observational and instrumental learning
     • technical
       • teachers in educational and employment contexts
   • eg. seatbelts, safety regulation in aussie, italy, putting on seatbelt on the backseat may be an insult
   • marketing implications
     • capable and responsible for the reinforcement and evolution of the cultural order
     • sharing, monthly paying eg. spotify, but culture is dynamic, so vinyl is gaining popularity

3. 1. culturally constituted world

   • lens
     • semiotics
     • schema
     • cultural norms eg. taytay's shake it off
     • we view and assess the world
   • blueprint
     • created, constructed
     • reflect what we view in our imaginations, what we create and construct; control and order, that can be followed
   • meaning
     • cultural categories
       • time
       • space
       • nature
       • person
     • cultural principals
       • ideas/values
         • determine how cultural phenomena are organised, evaluated, interpreted
           • eg. delicate woman
   • language
   • symbols

4. 2. consumer goods; meaning transfer

   • advertising
     • consumer good
     • symbolic representation
     • transferring meaning from cultural world to consumer objects, classical conditioning
   • fashion
     • new with established
     • new
       • opinion leaders
     • radical reform
       • via sub-culture eg. gays
   • celebrity endorsements

5. 3. individual consumer

   • rituals
     • exchange
       • gift-giving
     • possession
       • personalisation
     • grooming
       • enhancing
     • divestment
       • clearing
       • emptying

6. measuring & observing culture

   • content analysis
     • systematic analysis
       • verbal
       • pictorial
   • consumer fieldwork/ observation
     • field
     • participant