Exam Numero Dos
- Persuaders need to understand culture in order to identify and relate to their audience.
Persuaders also have interests in shaping and transforming culture.
Those who can shape a culture
possess a lot of power.
They can use that power to direct them towards certain products, beliefs,
Persuaders often use culture, words, images, etc. as part of their message.
are significant products of culture and what images we choose are cultural decisions to decide
what makes sense or is meaningful to an audience.
Culture is often used to describe aesthetics.
Ballet, sculpture, modern art, etc.
Referred to as upper class, highly educated,
- Not limited to the elite, but for the masses.
Usually has a commercial purpose.
Paul Potts was a cell phone salesman—an instance in which high culture and pop culture
clash; he was an average man who sang opera.
- We can belong to regional cultures or subcultures.
They can be divided by age,
– Nascar vs. Whole foods, etc.
“the totality of human products [which includes] knowledge, belief,
art, morals, law, custom, and any other capabilities and habits acquired by a human being.”
Culture builds a universe of
shared by a culture. ‘Ecosystem’ if you will.
essence of culture is the creation and
sharing of meanings
in a society of people.
- “cultural products” or artifacts produced by people in a society
- beliefs, values, behaviors that sustain a particular people.
- cognitive information or assumptions.
Beliefs are what you hold to be true
Ex: Everyone should work, each person is responsible for their own well-being, etc.
-criterion or standards of preference based on cultural beliefs.
standards of preferences based on cultural beliefs (the heart/emotional level).
achievement and success, freedom and equality, progress, individualism.
- practice or actions taken based on cultural beliefs and values.
are practices or actions taken based on cultural beliefs and values.
insistence on choice,
pursuit of the impossible dream, acceptance of mistakes, urge to improvise.
- Bundles of beliefs, values, and behaviors in a specific area of life.
institution of marriage.
CULTURE AND POWER
an important relationship
Mainstream culture model
-believes that there is a mainstream, dominant culture
- A very small group of people that set standards.
It includes men who are of
European descent and protestant; well educated and professional.