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CULTURES AND
SOCIETIES IN A
CHANGING WORLD
Fourth Edition
Wendy Griswold
FOURTH EDITION
CULTURES AND
SOCIETIES IN A
CHANGING WORLD
Other titles for your
consideration from the Sociology
for a New Century Series
CULTURES AND
SOCIETIES IN A
CHANGING WORLD
WENDY GRISWOLD
Northwestern University
WITH
Christopher Carroll
Gemma Mangione
Michelle Naffziger
Talia Schiff
FOR INFORMATION: Copyright © 2013 by SAGE Publications, Inc.
HM621.G75 2013
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Contents
List of Figures ix
Foreword xi
Preface xiii
About the Author xvii
References 181
Index 193
List of Figures
ix
Foreword
S ociology for a New Century offers the best of current sociological think-
ing to today’s students. The goal of the series is to prepare students,
and—in the long run—the informed public, for a world that has changed
dramatically in the last three decades and one that continues to astonish.
These goals reflect important changes that have taken place in sociology.
The discipline has become broader in orientation, with an ever-growing
interest in research that is comparative, historical, or transnational in orien-
tation. Sociologists are less focused on “American” society as the pinnacle
of human achievement and more sensitive to global processes and trends.
They also have become less insulated from surrounding social forces. In the
1970s and 1980s sociologists were so obsessed with constructing a science
of society that they saw impenetrability as a sign of success. Today, there is
a greater effort to connect sociology to the ongoing concerns and experi-
ences of the informed public. Each book in this series offers a comparative,
historical, transnational, or global perspective in some way, to help broaden
students’ vision. Students need to be sensitized to diversity in today’s world
and to the sources of diversity. Knowledge of diversity challenges the limita-
tions of conventional ways of thinking about social life. At the same time,
students need to be sensitized to the fact that issues that may seem specifi-
cally “American” (for example, struggles over gender equality, an aging
population bringing a strained social security and health care system, racial
conflict, national chauvinism, the interplay of religion and politics, and so
on) are shared by many other countries. Awareness of commonalities under-
cuts the tendency to view social issues and questions in narrowly American
terms and encourages students to seek out the experiences of others for the
lessons they offer. Finally, students also need to be sensitized to phenomena
that transcend national boundaries—trends and processes that are suprana-
tional (for example, environmental degradation). Recognition of global
processes stimulates student awareness of causal forces that transcend
xi
xii——Cultures and Societies in a Changing World
C ulture fascinates sociologists nowadays, but this was not always the
case. When I began teaching, in the early 1980s, material outcomes and
structural explanations for social phenomena—such things as income, educa-
tion, fertility changes, and economic pressures—were under the sociological
big top; culture and cultural explanations were a sideshow. True, there were
always sociologists who studied religion, values, arts, and the like, and there
were always anthropologists whose study of culture influenced sociological
thinking. But as a whole, sociology did not pay much attention to culture. As
any teacher or student of sociology will know, times have changed. The past
several years have witnessed an explosion of cultural studies in sociology, as
well as in the adjacent social sciences of political science, psychology, and
even economics. This rise of cultural sociology has a number of causes, most
generally the inherent limitations of strictly material factors to explain human
behavior or to capture human experience. Therefore, most sociologists now
view people as meaning makers as well as rational actors, symbol users as
well as class representatives, and storytellers as well as points in a demo-
graphic trend. Moreover, sociology largely has escaped its former either/or
way of thinking. The discipline now seeks to understand how people’s mean-
ing making shapes their rational action, how their class position molds their
stories—in short, how social structure and culture mutually influence one
another. Although all of this is very satisfying to cultural sociologists who no
longer have to think of themselves as laboring in the wilderness, problems
bedevil teachers and students in the classroom. Everyone wants to talk about
symbols, discourse, meaning, and cultural practices, but systematic guides to
such discussions are rare. Needed are concise introductions to cultural sociol-
ogy to help students (1) explore the concept of culture and the nature of its
linkages with the social world, (2) enhance their understanding of seemingly
structural issues such as poverty or ethnicity by applying cultural analysis to
xiii
xiv——Cultures and Societies in a Changing World
these issues, and (3) broaden their cultural and social horizons so that they
may operate effectively in the global economy and international culture of the
twenty-first century. These are the goals of this book.
A Global Approach
An international or global outlook is indispensable to any sociological study
in today’s world, and cultural studies are no exception. This study of culture
is global in at least three ways.
Cross-National Cases
First, we consider examples of cultural phenomena and processes from a
wide variety of countries and periods. The world has always contained a
Preface——xv
Global Culture
The second way in which this book is global in scope is that we consider
how globalization processes themselves are affecting culture and cultures.
From transnational media to tourist art to the immigration of peoples to
international production of manufactured goods, processes taking place at
the global level have all but obliterated pockets of cultural purity and have
xvi——Cultures and Societies in a Changing World
Cultural Conflicts
Third, many of the most intractable conflicts taking place in the post–
Cold War era involve culture. Struggles over ethnic homogeneity and reli-
gious fundamentalism, to take just two examples particularly costly in
human blood, clearly involve meanings and passions that go far beyond the
merely economic or political. Similarly, negotiations between international
business partners or heads of state, and more generally relations among
people from different cultural backgrounds, can be smoother and more pro-
ductive if the parties recognize the influences of different cultures.
Understanding the cultural bases of past and current struggles and misunder-
standings may help avoid repetition of costly mistakes. Such understanding
will equip students to live their professional and personal lives as effective
and wise citizens of a world where both cultures and societies are changing
more quickly than ever before in human history.
About the Author
Wendy Griswold has a background in both social science and the humanities.
She received her doctorate in sociology from Harvard University in 1980 and
has a master’s degree in English from Duke University. She taught at the
University of Chicago from 1981 to 1997. She is the Bergen Evans Professor
in the Humanities and Professor of Sociology at Northwestern University. She
has been associate editor and book review editor of the American Journal of
Sociology and has been on the editorial boards of Contexts, Poetics, and Acta
Sociologica. She is on the Advisory Board for the Centro per lo Studio della
Moda e della Produzione Culturale, Università Cattolica del Sacro Cuore,
Milan and she is associate editor for Contexts and Poetics. She has received
research support from the National Science Foundation, the National
Endowment for the Humanities, support from the Guggenheim Foundation,
the National Science Foundation, the American Council of Learned Societies,
the Center for Advanced Studies in the Behavioral Sciences, and the European
University Institute in Florence. Her research on culture has been interna-
tional in scope. Her most recent book is Regionalism and the Reading Class
(2008); she is currently completing a book on the WPA Federal Writers’
Project and its impact on American culture. Bearing Witness: Readers,
Writers, and the Novel in Nigeria (2000) won the “Best Book” award for the
Sociology of Culture section of the American Sociological Association. Her
first book was on the English theater (Renaissance Revivals: City Comedy
and Revenge Tragedy in the London Theatre 1576–1980 [1986]). In addi-
tion, she coedited a book on the sociology of literature (Literature and Social
Practice [1989]) and has written on the sociology of religion, specifically on
conflict within churches. Her current research explores cultural regionalism;
she is also studying the relationship between the Internet and reading in
Africa. She has written an influential paper on sociological methods for cul-
tural analysis (“A Methodological Framework for the Sociology of Culture,”
Sociological Methodology 17 [1987]:1–35); much of her methodological
thinking is incorporated in the present book.
xvii
1
Culture and the
Cultural Diamond
C ulture is one of those words that people use all the time but have
trouble defining. Consider the following stories about some of the
wildly different things we envision when we talk about culture.
In September 2010 France’s Senate voted 246 to 1 to ban women from
wearing a full-face veil (niqab or burqa) in public. Many Muslims argue that
veiling, which they regard as defending female modesty from intrusive male
eyes, is intrinsic to their culture. The minister of justice, on the other hand,
says that the ban affirms French cultural values of dignity and equality. Girls
growing up under these two cultures may feel torn by the incompatible rules
for being a good French citizen and a good Muslim.
On a Friday evening in the college dining hall, a half-dozen students dis-
cuss their plans for the weekend. One says she’s going to a basketball game,
another says he’s checking out a hip-hop group playing at a local club, and
a third says she’s staying in to download some music and watch videos. A
fourth mutters, “Study and sleep, just like always, no life,” while a fifth
counters with “Party!” Then the sixth announces, “Well, guys, you may be
wasting the weekend, but I’m going to get some culture. Tonight, I’m meet-
ing friends at an art exhibit opening in a gallery downtown, and my girl-
friend and I have symphony tickets for tomorrow.” His friends start making
cracks about him being a culture vulture, while he jokes back about some
people having more taste than other people.
An American conducting business in Tokyo hopes to land a lucrative
contract for her firm. When her Japanese counterpart presents his card, she
1
2——Cultures and Societies in a Changing World
takes it casually with one hand, glances at it, and sticks it in her pocket.
Subsequent relations with her Japanese prospect prove frosty, and her firm
loses the contract. “Ah,” says an experienced friend, “you lost out because
of a cultural misunderstanding. In Japan, the business card is considered an
extension of the person; one treats the card with great respect, holding it
with two hands and carefully putting it in a safe place. Americans don’t
think of it that way; for them, the card is just a convenience. You insulted
the very person you were trying to court.”
Fitness demands hours in the gym and years of self-denial pursuing the
six-pack abs and lean musculature of the cultural ideal. The fit body carries
a wealth of meanings—sexual attractiveness, discipline, health—but at the
same time advertisers urge consumers to purchase this body, in effect, by
spending both time and money (e.g., gym membership, personal trainers).
One result is that fitness is more available to the affluent than to the poor.
As both cultural ideal and cultural commodity, it helps reproduce class and
gender inequalities (Dworkin and Wachs 2009).
In an urban mixed-race neighborhood, sociologist Elijah Anderson
(1990) observes casual street encounters in which African Americans appear
uncomfortable when they pass Caucasians walking their dogs, despite the
dog walkers’ assurances that their pets are friendly. This results from a cul-
tural difference, he concludes:
In the working-class black subculture, “dogs” does not mean “dogs in the
house,” but usually connotes dogs tied up outside, guarding the backyard, bit-
ing trespassers bent on trouble. Middle-class and white working-class people
may keep dogs in their homes, allowing them the run of the house, but many
black working-class people I interviewed failed to understand such behavior.
When they see a white adult on his knees kissing a dog, the sight may turn their
stomachs—one more piece of evidence attesting to the peculiarities of their
white neighbors. (222)
All five stories involve culture, but each seems to talk about very different
things: national customs (handling business cards), activities considered elit-
ist (attending the symphony), personal practices (going to the gym), and
local variations in symbolic meanings (what dogs or veils represent).
Together they suggest that culture, though rather hard to pin down, is
important to understand. Cultural ignorance or misunderstanding, it seems,
can lead to highly undesirable outcomes: lost business, interethnic tension,
or an inability to participate in either the comic or the transcendent moments
in human experience.
What is this concept called culture that can apply to such a wide variety
of situations? Why do notions of culture inflame such intense passions that
CHAPTER 1:╇ Culture and the Cultural Diamond——3
Tolstoi has given the simplest answer, with the words: “Science is meaningless
because it gives no answer to our question, the only question important for
us: ‘What shall we do and how shall we live?’”â•‹.â•‹.â•‹.â•‹Science today is a “voca-
tion” organized in special disciplines in the service of self-clarification and
6——Cultures and Societies in a Changing World
knowledge of interrelated facts. It is not the gift of grace of seers and prophets
dispensing sacred values and revelations, nor does it partake of the contem-
plation of sages and philosophers about the meaning of the universe.
To answer Tolstoi’s question and find a meaning for their lives, Weber
asserted, human beings must look to prophets and philosophers, to religion
and ideas. Most generally, they must turn to culture.
Weber was a scientist and Arnold a man of letters, but both emphasized
the separation of culture from everyday life in modern society and its ability
to influence human behavior. This way of looking at culture is traditionally
associated with the humanities (although contemporary humanities disci-
plines are more critical). The traditional humanities viewpoint
•• evaluates some cultures and cultural works as better than others; it believes
culture has to do with perfection. Deriving from a root word meaning “culti-
vation,” as in agriculture, this sense of culture entails the cultivation of the
human mind and sensibility.
•• assumes that culture opposes the prevailing norms of the social order, or
“civilization.” Harmony between culture and society is possible but rarely
achieved.
•• fears that culture is fragile, that it can be “lost” or debilitated or estranged
from socioeconomic life. Culture must be carefully preserved, through educa-
tional institutions, for example, and in cultural archives such as libraries and
museums.
•• invests culture with the aura of the sacred and ineffable, thus removing it from
everyday existence. This separation is often symbolically accentuated: Bronze
lions, for example, guard the entrance to the Art Institute of Chicago (and
many libraries and museums elsewhere). Because of its extraordinary quality,
culture makes no sense if we consider only its economic, political, or social
dimensions.
Men of all the quarters of the globe, who have perished over the ages, you have
not lived solely to manure the earth with your ashes, so that at the end of time
your posterity should be made happy by European culture. The very thought
of a superior European culture is a blatant insult to the majesty of Nature.
(Williams 1976:79)
Herder argued that we must speak of cultures, not simply culture, for the
obvious reason that nations, and communities within or across nations, have
their own, equally meritorious cultures.
This view of culture as a given society’s way of life was introduced to
English anthropology by E. B. Tylor, who dismissed the whole culture-
versus-civilization debate out of hand in his book Primitive Culture ([1871]
1958:1): “Culture or Civilization, taken in its wide ethnographic sense, is
that complex whole which includes knowledge, belief, art, morals, law, cus-
tom, and any other capabilities and habits acquired by man as a member of
society.” This wide-ranging anthropological definition of culture has domi-
nated the social sciences, including contemporary sociology, ever since.
Sociologist Peter Berger (1969), for example, defines culture as “the totality
of man’s products,” both material and immaterial. Indeed, Berger argued
that even society itself is “nothing but part and parcel of non-material cul-
ture” (6–7). Although social scientists don’t all agree to quite so expansive a
definition, they don’t agree on much else about culture either. Back in the
1950s when two anthropologists counted the different definitions of culture
used in the social sciences, they came up with more than 160 distinct mean-
ings (Kroeber and Kluckhohn 1952).
Viewing culture as a people’s entire way of life avoids the ethnocentrism
and elitism that the humanities-based definition falls prey to, but such an
8——Cultures and Societies in a Changing World
•• avoids evaluation in favor of relativism. As two sociologists once put it, “The
scientific rhetoric, tight-lipped and non-normative, brooks no invidious distinc-
tions” (Jaeger and Selznick 1964:654). We may make evaluations in terms of
culture’s impact on the social order but not of the cultural phenomenon itself.
•• assumes a close linkage between culture and society. In some schools of
thought, one tends to determine the other, whereas others stress the mutual
adjustments that take place between culture and social structure.
•• emphasizes the persistence and durability of culture, rather than its fragility.
Culture, seen more as an activity than as something that needs preserving in
an archive, is not what lies in the museum guarded by those bronze lions;
instead, it is the ways museum-goers (and everyone else) live their lives.
•• assumes that culture can be studied empirically like anything else. Social scien-
tists do not regard culture as sacred or fundamentally different from other
human products and activities.
10——Cultures and Societies in a Changing World
begin with a definition. Here, then, is our working definition: Culture refers
to the expressive side of human life—in other words, to behavior, objects, and
ideas that appear to express, or to stand for, something else. This is the case
whether we are talking about explicit or implicit culture. Such a working
definition is not evaluative or focused on “the best”; nor is it the most expan-
sive definition, for it restricts culture to the meaningful.
Geertz, and Weber before him, took culture to involve meaning, and in
this book, we follow their example. Thus, we could talk about a community
in terms of its culture: its jokes and slang; its conventions, stereotypes, typical
practices, and common knowledge; and its symbols that represent and guide
the thinking, feeling, and behavior of its members. Or, we could talk about
that community in terms of social structure: its network of relationships
among members, its institutions, and its economic and political life. The com-
munity’s culture influences its social structure, and vice versa; indeed, the two
are intertwined and have been separated only for purposes of analysis. To
understand the community, the sociologist must understand both.
We need to do more, however, than simply define culture and indicate
how to distinguish it analytically from social structure. We need a way to
conceptualize how culture and the social world come together or, in other
words, how people in social contexts create meaning. To draw on both the
humanities and social science views for our analysis of culture and to exam-
ine cultural phenomena and their relation to social life, we need a conceptual
framework and conceptual tools, such as the cultural object.
of the nutrition pyramid (yawn). Practical and boring though it may be,
bread can be expressive as well. The post–World War II baby boom genera-
tion, for example, grew up on soft, spongy white bread like Wonder Bread.
The “wonder” lay in the technology—Wonder Bread was infused with vita-
mins to “grow strong bodies in 12 ways”—and although it didn’t have an
especially memorable flavor, baby boomers who spread it with concoctions
such as peanut butter and Marshmallow Fluff thought it tasted just fine. It
seemed to express a child’s view of the good life. Later, in the 1960s and
1970s, that same baby boom generation rejected white bread, just as it
rejected much else from mainstream American culture; defying the conven-
tions they grew up with, these young people turned eating whole-grain bread
into a political statement, one that expressed a repudiation of American
capitalism, technology, and homogeneity.
Not only can bread be expressive; a moment’s reflection reminds us that
it is steeped in tradition. The Bible abounds in references to bread: It is the
staff of life, it is unleavened during Passover, it is miraculously multiplied
along with the fishes, and it should be cast upon the waters. In the Christian
communion, it even embodies the Divine. During the first centuries of Islam,
white bread symbolized a lack of discipline to the Arabs; a manuscript illus-
tration shows a man enjoying a self-indulgent meal of roast kid, wine, and
white bread (Tannahill 1973:173). In the European ethnic heritage that
shaped many American institutions, bread connotes security, love, frugality,
and family—even life itself.
We further recognize that bread, though ubiquitous in American kitchens,
is by no means universal. Human beings eat different grains in different
places: Many Chinese depend on rice, Senegalese on millet, and Mexicans
on corn. In some of these countries, eating bread signifies being Westernized
or modern, and it can become a political issue. In Nigeria, which enjoyed a
period of oil-based wealth during the 1970s, the middle class developed a
taste for bread made from imported flour and a distaste for local starches,
such as yam and cassava. White bread connotes affluence and modernity for
twentieth-century Nigerians just as it did for eighteenth-century Europeans.
In the poorer “oil bust” years beginning in the 1980s, however, taxes on
imports plus government advocacy of using locally produced foods
attempted to shift Nigerian consumer tastes back to West African traditional
starches. The battle has not been altogether successful, however, and the
streets of Lagos teem with young hawkers of high-priced spongy white
bread, something like our old friend Wonder Bread.
So, bread is basic, fundamental, and boring—but it is also biblically sanc-
tioned, expressive, symbolic of European heritage or the good life, and even
sexy. It is as much a part of a cultural system—whether we think of the local
14——Cultures and Societies in a Changing World
cultural system (the latest gustatory trends) or the global cultural system (the
meaning of white bread in Nigeria)—as the more obviously “cultural” arti-
facts, such as television or ballet. Bread, then, is clearly a cultural object.
Cultural objects compose part of a larger cultural system that we may want to
analyze. How do the myriad components in this system mesh together? To look
at the bigger picture of culture in society, we need one more analytical tool.
cultural and the social is one of the things that differentiate cultural sociol-
ogy from cultural studies, which focuses more heavily on the cultural side.
A second difference is methodological: cultural sociology, as a social sci-
ence, depends more heavily on empirical methods and the analysis of evi-
dence, whereas cultural studies is more purely interpretive. That said, there
is considerable overlap between the two fields. (A good discussion of this
distinction is in Inglis, Blaikie, and Wagner-Pacifici (2007).
We have identified four elements: creators, cultural objects, recipients,
and the social world. Let us first arrange these four in the shape of a dia-
mond and then draw a line connecting each element to every other one.
Doing this creates what I call a cultural diamond (a diamond in the two-
dimensional sense of a baseball diamond), which looks like Figure 1.1.
Our cultural diamond features four points and six links. We cannot call
it a theory of culture, because it says nothing about how the points relate.
Nor can we call it a model of culture in the strict sense, because it does
not indicate cause and effect; in the cultural diamond, violence in the
popular culture (e.g., gangsta rap) could be seen as “causing” violence in
the social world, but the reverse could equally be the case. Instead, the
Social World
Creator Receiver
Cultural Object
16——Cultures and Societies in a Changing World