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| an enduring belief that one mode of conduct or end-state of existence is preferable to an opposing mode of conduct or end-state of existence |
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| learned organization of principles and rules to help one choose between alternatives, resolve conflicts, and make decisions |
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| how people think the world ought to be |
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| what people want for themselves |
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| what people say they do or will do |
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| the collective mental programming of the people in an environment |
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| the process by which each individual selects, organizes, and evaluates stimuli from the external environment to provide meaningful experiences for him or herself |
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| people focus on certain features of their environment to the exclusion of others |
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mentally placing people in categories
functional: accept it as a natural process to guide our expectations
dysfunctional: use it to judge individuals incorrectly |
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| manifestations of culture |
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symbols
rituals
heroes
values |
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| words, gestures, pictures, or objects that carry a particular meaning recognized only by those who share a culture |
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| persons dead or alive, real or imaginary who possess characteristics that are highly prized in a society and who thus serve as role models |
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| collective activities considered socially essential within a culture |
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| visible to an outside observer. however, their cultural meaning is invidible and lies in the way the expressions are interpreted by the insiders of the culture |
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| bears a resemblance to an object |
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a sign with a direct existential connection with its object
Ex: smoke is a symbol of fire |
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a sign whose connection with its object is a matter of convention, agreement, or rule
Ex: words and number, the red cross |
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| the study of signs and symbols, is in many countries an important part of advertising theory |
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| the study of people's use of space as a cultural artifact |
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| the use of pictures, symbols, or metaphors as a way of conveying meaning |
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| thinking patterns/intellectual styles |
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Gallic-French
Teutonic-German
Saxonic-English/American
Nipponic-Japanese |
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look for facts and evidence
categorize virtually everything |
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theoretical arguments at the center of their intellectual process
preference for reasoning and deduction |
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place theoretical arguments at center of intellectual process
use of persuasive strength of words and speeches in aesthetically perfect way |
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favors modest, global, and provisional approach
thought is intuitive |
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