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What is Culture? Accumulated habits Learned attitudes Beliefs of people that define for them
their general behavior Way of life Total set of learned activities of people Language(s) Geographic location
Culture: Typology General Human Culture
Specific Culture
Constituent Culture
Cultural Scenes
World Culture Scenes
Culture: Forms Ideal Culture
Real Culture
Construct Culture
Culture Forms
IDEAL CULTURE: What people believe, think and say they do.
REAL CULTURE: What people really think and do.
CONSTRUCT CULTURE: Combines what people think and say they do with waht they reall do.
CHANGE
Change a Continuous Process
Environmental
Pressures
Favours New Responses
Results in Culture Change
Elements of Change
GROUPS(Need)
(Motivation)
Solution(Innovation)(Borrowing)
(Communication)(Change Agent)
(Perceived Solution)
Cultural Change
Why Change?
Survival
Problem Solving
Where Change Leads to? Alteration
Modification
Addition
Substitution
Some Characteristics
Small or big, it impacts social structure and organization of culture
It has implications for political, economic, social and world views
Explaining Change
Unilineal ModelAll cultures go through basic stages of development: Simple to complex
Ecological Model
Change Mechanisms
Evolutionary
Interaction
Evolution
Involves:
Adaptation
Innovation
Adaptation: End Result Natural and Socio-cultural are the
source of all change
A result of humans accomodating to their environments
An interaction between environment and groups of people
Innovation Innovation:
1. Discovery or Primary Innovation
2. Invention or Secondary Innovation
Diffusion
Innovation
Internal change
Discovery
Borrowing Culture Culture Changed
Environ-ments
Invention
(Diffuses)
VoluntaryOR
Directed
Interactional Two levels of interaction:
1. Local: Where change is associated with internal forces
2. External: Where change is associated with external forces
Interaction People come up with the response to
challenge themselves (Innovation)
People get it from someone else who already has solved the problem satisfactorily (Acculturation and Diffusion)
Acculturation A process involving more than one culture
Often non-voluntary or directed in character
Borrowing/Exporting the solution in its totality
Close and continuous contact between or among the cultures
More concerned to assimilation, partial or total.
Diffusion Change brought about through
borrowing, with or without cultural contact
Selectivity Reinterpretation Reciprocal borrowing (if there is a
cultural contact)
Change Settings
Singular and Internal
Multi-cultural and External
Change Processes
Voluntary Change
Directed Change
Volunteer Change Non directional
Informal interaction between individuals and innovators
People choose to change
Unplanned
Both in singular cultural settings and multicultural settings
Volunteer Change…
Motivation
Voulntary Interaction
Directed Change Planned and Designed Interaction between ‘Change agent’
and group members External process involving contacts
with others Meant for collective problems of
society Interventionist character
Directed Change… Change Agent
Focal Group
Plan characteristics
Nature of interaction
Change Agent
Individuals who through their actions and using some form of coercion, attempt to induce people to change some aspect of their lives.
Change Agents (Internal) People from same group (Communication).
Know the cultural codes
Could be same person as innovator and disseminator
They are from the group but set themselves aside from the group.
Role of change agent is assumed
Change Agent (Internal)… May not know all.
May face severe limitations than external ones
May be considered as a threat.
Change Agents (External) Representatives of another culture Roles are assigned They have technical expertise They have a clear purpose to
intervene Are part of a big organization/state
Communication
Change process and communication
Clear communication
Bad communication
Motivation Varies according to need Varies according to gravity of the
problem Age Social norms Religious norms Perceptions
We can see that:
Resistance to Change When change agent is not able to
communicate appropriately. When people don’t understand/are
not well aware about the need/problem
Problem/need is not severe enough Relevance of proposed change to
problem/need of every day life.
Resistance to Change… People don’t understand as to how
implement proposed change in their lives
Indirect communication/interaction Change that focuses upon core
systems of culture naturally faces resistance
Change that threatens existing power/social structure
Resistance to Change… When change agents’ performance is
poor in focal group as compared to in homeland.
When change agent takes position Conflicting perceptions about key role
in change process Culture shock leading to withdrawl or
rejection
Resistance to Change… Living habits of change agent
Vested interests of leaders (political, social, religious etc.) are at stake
Costs involved.
Thank You
