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© 2008 The McGraw-Hill Companies, Inc.
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Applying Anthropology
• What Is Applied Anthropology?• The Role of the Applied Anthropologist• Academic and Applied Anthropology• Urban Anthropology• Medical Anthropology• Anthropology and Business• Careers and Anthropology
© 2008 The McGraw-Hill Companies, Inc.
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Applied Anthropology
– Academic anthropology – includes cultural, archaeological, biological, and linguistic anthropology
– Applied anthropology – application of anthropological data, perspectives, theory, and techniques to identify, assess, and solve contemporary social problems
• American Anthropological Association (AAA) recognizes two dimensions
© 2008 The McGraw-Hill Companies, Inc.
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Applied Anthropology
– Medical– Development– Environmental– Forensic– Physical
• Has many applications
© 2008 The McGraw-Hill Companies, Inc.
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Cultural Resource Management (CRM)
– Involves not only preserving sites but allowing their destruction if they are not significant
• Branch of applied archaeology aimed at preserving sites threatened by dams, highways, and other projects
© 2008 The McGraw-Hill Companies, Inc.
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What Is Applied Anthropology?
• Practicing anthropologists practice their profession outside of academia
• Applied anthropologists work for groups that promote, manage and assess programs and policies aimed at influencing human behavior and social conditions
© 2008 The McGraw-Hill Companies, Inc.
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The Role of the Applied Anthropologist
• Combats ethnocentrism – tendency to view one’s own culture as superior and to apply one’s own cultural values in judging the behavior and beliefs of people raised in other cultures
© 2008 The McGraw-Hill Companies, Inc.
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The Role of the Applied Anthropologist
– Identifying needs for change that local people perceive
– Working with those people to design culturally appropriate and socially sensitive change
– Protecting local people from harmful policies and projects that threaten them
• Proper roles of applied anthropologists:
© 2008 The McGraw-Hill Companies, Inc.
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Table 2.1 The Four Subfields and Two Dimensions of Anthropology
© 2008 The McGraw-Hill Companies, Inc.
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Academic and Applied Anthropology
– During 1970s, and increasingly thereafter, most anthropologists still worked in academia but others found jobs with international organizations, government, business, hospitals, and schools
– About half of students graduating with PhDs in anthropology will have careers outside academia
• Academic anthropology grew most after World War II
© 2008 The McGraw-Hill Companies, Inc.
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Theory and Practice
– Theory aids practice, and application fuels theory
– Anthropology’s systemic perspective recognizes that changes don’t occur in a vacuum
• Ethnographers study societies firsthand, living with and learning from ordinary people
© 2008 The McGraw-Hill Companies, Inc.
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Urban Anthropology
– Human populations becoming increasingly urban
– UN estimates that about a sixth of earth’s population living in urban slums
• Urban anthropology is the cross-cultural and ethnographic and biocultural study of global urbanization and life in cities
© 2008 The McGraw-Hill Companies, Inc.
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Urban Anthropology
– Robert Redfield focused on contrasts between the rural and urban contexts in the 1940s
– In any nation, urban and rural represent different social systems
– Applying anthropology to urban planning starts by identifying the key social groups in the urban context
• Urban vs. Rural
© 2008 The McGraw-Hill Companies, Inc.
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Medical Anthropology
• Disease – scientifically identified health threat caused by a bacterium, virus, fungus, parasite or other pathogen
• Unites biological and cultural anthropologists in the study of disease, health problems, health-care systems, and theories about illness in different cultures and ethnic groups
© 2008 The McGraw-Hill Companies, Inc.
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• Illness – condition of poor health perceived or felt by an individual
Medical Anthropology
• Scientific medicine – distinguished from Western medicine, a health-care system based on scientific knowledge and procedures, encompassing such fields as pathology, microbiology, biochemistry, surgery, diagnostic technology, and applications
© 2008 The McGraw-Hill Companies, Inc.
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Medical Anthropology
– Disease varies among cultures– Spread of certain diseases, like malaria and
schistosomiasis, associated with population growth and economic development
• Different ethnic groups and cultures recognize different illnesses, symptoms, and causes
© 2008 The McGraw-Hill Companies, Inc.
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Medical Anthropology
• Naturalistic disease theories – explain illness in impersonal terms
• Emotionalistic disease theories – assume emotional experiences cause illness (e.g., “susto”)
• Personalistic disease theories – blame illness on such agents as sorcerers, witches, ghosts, or ancestral spirits
© 2008 The McGraw-Hill Companies, Inc.
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Health-care systems
– All cultures have health-care specialists (e.g., curers, shaman, doctors)
– Curer – specialized role acquired through a culturally appropriate process of selection, training, certification, and acquisition of a professional image; a cultural universal
• Beliefs, customs, specialists, and techniques aimed at ensuring health and preventing, diagnosing, and treating illness
© 2008 The McGraw-Hill Companies, Inc.
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Western Medicine
– Thousands of effective drugs– Preventive health care– Surgery
• Medical anthropologists serve as cultural interpreters between local systems and Western medicine
• Biomedicine surpasses non-Western medicine in many ways
© 2008 The McGraw-Hill Companies, Inc.
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Western Medicine
• Overprescription of drugs and tranquilizers
• Unnecessary surgery
• Impersonality and inequality of the patient-physician relationship
• Overuse of antibiotics
• Despite its advances, Western medicine is not without its problems
© 2008 The McGraw-Hill Companies, Inc.
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Anthropology and Business
• Applied anthropologists act as “cultural brokers” to translate managers’ goals or workers’ concerns to the other group
• Anthropologists may acquire unique perspective on organizational conditions and problems
© 2008 The McGraw-Hill Companies, Inc.
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Key features of anthropology for business
• Cross-cultural expertise
• Focus on cultural diversity
• Ethnography
© 2008 The McGraw-Hill Companies, Inc.
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Careers in Anthropology
– Knowledge about traditions and beliefs of many social groups within a modern nation is important in planning and carrying out programs that affect those groups
• Anthropology’s breadth provides knowledge and an outlook on the world that are useful in many kinds of work