2

When

the US firm Gerber started

selling baby food in Africa they used
the same packaging as in the US, i.e.
with a picture of a baby on the label.
Sales flopped and they soon realized
that in Africa companies typically
place pictures of contents on their
labels.

Pepsodent

tried to sell its toothpaste

in South East Asia by emphasizing
that it "whitens your teeth." They
found out that the local natives chew
betel nuts to blacken their teeth
which they find attractive.

The concept of Big Brother was

taken to the Middle East. The
show was pulled of the air after
its first few episodes due to
public protests and pressure
from religious bodies stating the
show's mixed sex format was
against Islamic principles.

A golf ball company packaged

golf balls in packs of four for
convenient purchase in Japan.
Unfortunately, the number 4 is
equivalent to the number 13 due
it
sounding
like
the
word
"death". The company had to
repackage the product.

Culture comes in many

shapes and sizes. It
includes areas such as
politics, history, faith,
mentality, behavior and
lifestyle. The examples
above demonstrate how
a lack of cultural
sensitivity led to failure.

Material
Objects

Ideas
Attitudes
Values

Behavior
Patterns

Everything that people have, think,

and do as members of a society
(Ferraro, 2008)

Society is an
Society
as
a
entity that
complex
system
nobody
chooses,
designs,
understands or
controls; yet, it
controls
everybodys

Write a two-paragraph essay

describing the Aeta family
depicted in the photo.

The What, How and Why of

Culture
The Anatomy of Culture and Society
Anthropology
The What

The How

Sociology
The Why

Refers to the
contents of culture

Refers to the
processes that
guarantee the
transmission of
contents

Refers to the reasons

for compliance and
the mechanisms that
facilitate the
performance.

Actions

Learned
Shared

Through
socialization or
enculturation

Communicated

Through
conformity

Language
Attitude

Through Social
control

13

Explicit

culture refers
to similarities in words
and actions which can
be directly observed.

Implicit

culture exists
in abstract forms which
are not quite obvious.

17

1. Culture provides an
unquestioned contact
within which individual
action and response
take place.
2. Culture pervades
social activities and
institutions.

Characteristics
Culture
is
Culture is
of
Culture
social
because it is
the
product
Culture
of behavior
varies
from

society to
Culture
societyis
shared
Culture is

learned

transmitted
among
members of
Culture
society.is
continuous
and
Culture is
cumulative

gratifying
and

Functions of of
Culture
Culture
defines
Culture
defines
situation
Culture
s
defines
attitudes,
values and
goals.

myths,
legends,
and the
supernatur
Culture
al.
provides
behavior
patterns.