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Dialogue: 0,0:00:10.70,0:00:15.60,Default,,0000,0000,0000,,We have been talking about culture and \Ncommunication, but what is culture exactly?
Dialogue: 0,0:00:15.60,0:00:18.97,Default,,0000,0000,0000,,Let’s start by defining this tricky concept.
Dialogue: 0,0:00:18.97,0:00:23.17,Default,,0000,0000,0000,,There are, as always, many definitions in the \Nfield.
Dialogue: 0,0:00:23.17,0:00:28.73,Default,,0000,0000,0000,,Some see culture as an internalized and shared \Nset of unstated assumptions,
Dialogue: 0,0:00:28.73,0:00:31.13,Default,,0000,0000,0000,,procedures, ways of doing things,
Dialogue: 0,0:00:31.13,0:00:35.93,Default,,0000,0000,0000,,that have been internalized to the extent that \Npeople do not argue about them.
Dialogue: 0,0:00:35.93,0:00:40.43,Default,,0000,0000,0000,,Other definitions focus more on the fact that \Nculture identifies us.
Dialogue: 0,0:00:40.43,0:00:44.33,Default,,0000,0000,0000,,It creates a feeling of belonging or not-belonging,
Dialogue: 0,0:00:44.33,0:00:48.37,Default,,0000,0000,0000,,for instance this definition by Hofstede who sees \Nculture as
Dialogue: 0,0:00:48.37,0:00:52.40,Default,,0000,0000,0000,,“the collective programming of the mind which \Ndistinguishes one group,
Dialogue: 0,0:00:52.40,0:00:56.87,Default,,0000,0000,0000,,nation, society, from another”
Dialogue: 0,0:00:56.87,0:01:01.90,Default,,0000,0000,0000,,One of the earliest and most influential \Ndefinitions is by Edward B. Tylor
Dialogue: 0,0:01:01.90,0:01:09.40,Default,,0000,0000,0000,,who defined it as “that complex whole, which \Nincludes knowledge, belief, art, law, morals,
Dialogue: 0,0:01:09.40,0:01:16.90,Default,,0000,0000,0000,,custom and any other capabilities and habits \Nacquired by man as a member of society.”
Dialogue: 0,0:01:16.90,0:01:22.83,Default,,0000,0000,0000,,Important elements in this definition are the fact \Nthat people share culture.
Dialogue: 0,0:01:22.83,0:01:28.50,Default,,0000,0000,0000,,This process of sharing makes us belong in \Nsociety or in a group.
Dialogue: 0,0:01:28.50,0:01:33.30,Default,,0000,0000,0000,,So culture has everything to do with our own \Nindividual identity,
Dialogue: 0,0:01:33.30,0:01:39.23,Default,,0000,0000,0000,,with a feeling of belonging to society, to a larger \Ngroup and to a cultural framework.
Dialogue: 0,0:01:39.23,0:01:43.57,Default,,0000,0000,0000,,The study of human culture, and the differences \Nbetween cultures,
Dialogue: 0,0:01:43.57,0:01:48.50,Default,,0000,0000,0000,,became a core research theme of the scientific \Ndiscipline of Anthropology.
Dialogue: 0,0:01:48.50,0:01:54.67,Default,,0000,0000,0000,,One of the questions anthropologists, and most \Nnotably Franz Boas raised was
Dialogue: 0,0:01:54.67,0:01:59.17,Default,,0000,0000,0000,,how universal is human culture and how can we \Nstudy it?
Dialogue: 0,0:01:59.17,0:02:03.57,Default,,0000,0000,0000,,Boas introduced the principle of cultural \Nrelativism,
Dialogue: 0,0:02:03.57,0:02:07.03,Default,,0000,0000,0000,,which meant that there is not one universal \Nhuman culture
Dialogue: 0,0:02:07.03,0:02:09.100,Default,,0000,0000,0000,,but in fact there are many different ones,
Dialogue: 0,0:02:10.00,0:02:13.13,Default,,0000,0000,0000,,each equally valid in its own context.
Dialogue: 0,0:02:13.13,0:02:18.87,Default,,0000,0000,0000,,Scientists should, according to Boas, \Nacknowledge this diversity,
Dialogue: 0,0:02:18.87,0:02:24.77,Default,,0000,0000,0000,,which is difficult because we intuitively tend to \Nsee our own culture as ‘right’.
Dialogue: 0,0:02:24.77,0:02:27.90,Default,,0000,0000,0000,,Still we can overcome this cultural bias by \Nstudying,
Dialogue: 0,0:02:27.90,0:02:32.13,Default,,0000,0000,0000,,observing and participating in different cultures.
Dialogue: 0,0:02:32.13,0:02:36.17,Default,,0000,0000,0000,,And what then should they study, or observe?
Dialogue: 0,0:02:36.17,0:02:37.100,Default,,0000,0000,0000,,Basically everything!
Dialogue: 0,0:02:38.00,0:02:42.23,Default,,0000,0000,0000,,Since culture is communicated through all kinds \Nof cultural acts:
Dialogue: 0,0:02:42.23,0:02:49.17,Default,,0000,0000,0000,,dance, song, literature, interpersonal interaction, \Ndaily routine, behavior, et cetera.
Dialogue: 0,0:02:49.17,0:02:53.47,Default,,0000,0000,0000,,It’s all part of the cultural framework that \Nidentifies a society.
Dialogue: 0,0:02:53.47,0:02:58.07,Default,,0000,0000,0000,,These ideas became the dominant approach of \Ncultural and social anthropologists
Dialogue: 0,0:02:58.07,0:03:00.27,Default,,0000,0000,0000,,in the twentieth century.
Dialogue: 0,0:03:00.27,0:03:03.40,Default,,0000,0000,0000,,Their influence spread out to other scientific \Ndisciplines,
Dialogue: 0,0:03:03.40,0:03:06.67,Default,,0000,0000,0000,,like communication science, in the nineteen \Nsixties.
Dialogue: 0,0:03:06.67,0:03:10.30,Default,,0000,0000,0000,,This culminated in the foundation of the very \Ninfluential
Dialogue: 0,0:03:10.30,0:03:15.93,Default,,0000,0000,0000,,Birmingham Centre for Contemporary Cultural \NStudies in 1964.
Dialogue: 0,0:03:15.93,0:03:21.80,Default,,0000,0000,0000,,This centre inspired scientists all over the world \Nto study cultural aspects of communication.
Dialogue: 0,0:03:21.80,0:03:25.67,Default,,0000,0000,0000,,And it prospered under the leadership of its \Nforemost scientist
Dialogue: 0,0:03:25.67,0:03:30.67,Default,,0000,0000,0000,,and later he also became the director of the \NBirmingham Centre for Contemporary Cultural \NStudies:
Dialogue: 0,0:03:30.67,0:03:33.07,Default,,0000,0000,0000,,Stuart Hall.
Dialogue: 0,0:03:33.07,0:03:36.10,Default,,0000,0000,0000,,You might remember from last week that he was \Nalso the leading scholar
Dialogue: 0,0:03:36.10,0:03:38.40,Default,,0000,0000,0000,,in the field of Reception Theory,
Dialogue: 0,0:03:38.40,0:03:41.60,Default,,0000,0000,0000,,the theory that focused on the recipients of \Ncommunication
Dialogue: 0,0:03:41.60,0:03:44.57,Default,,0000,0000,0000,,and how they give meaning to a message and \Nuse those messages
Dialogue: 0,0:03:44.57,0:03:47.27,Default,,0000,0000,0000,,to give meaning to the world around them.
Dialogue: 0,0:03:47.27,0:03:50.17,Default,,0000,0000,0000,,This idea fitted neatly within the Cultural \NApproach.
Dialogue: 0,0:03:50.17,0:03:54.57,Default,,0000,0000,0000,,Let’s further explore this in the next section of \Nour MOOC.