![]() where that behavior often symbolizes romantic feelings. It’s rare to see two male friends or coworkers holding hands in the U.S. For example, cultures differ in their values about what kinds of physical closeness are appropriate in public. Values also vary from culture to culture. They change across time and between groups as people evaluate, debate, and change collective social beliefs. Utilizing social control encourages most people to conform regardless of whether authority figures (such as law enforcement) are present. Breaking norms and rejecting values can lead to cultural sanctions such as earning a negative label like ‘lazy’ or to legal sanctions, such as traffic tickets, fines, or imprisonment. A business manager who drives away customers will likely be fired. A boy who shoves an elderly woman aside to board the bus first may receive frowns or even a scolding from other passengers. Receiving good grades, for instance, may mean praise from parents and teachers. Sometimes people conform to norms in anticipation or expectation of positive sanctions. We may think of ‘sanction’ as a negative term, but sanctions are forms of social control, ways to encourage conformity to cultural norms or rules. People sanction unwanted or inappropriate behaviors by withholding support, approval, or permission, or by implementing sanctions. A boy who helps an elderly woman board a bus may receive a smile and a “thank you.” A business manager who raises profit margins may receive a quarterly bonus. When people observe the norms of society and uphold its values, they are often rewarded. One of the ways societies strive to maintain its values is through rewards and punishments. However, the number of unplanned pregnancies among teens reveals that the ideal alone is not enough to spare teenagers the potential consequences of having sex. American teenagers are encouraged to value celibacy. But in real culture, police officers, lawmakers, educators, and social workers constantly strive to prevent or address these issues. In an ideal culture, there would be no traffic accidents, murders, poverty, or racial tension. ![]() But ideal culture differs from real culture. Values portray an ideal culture, the standards society would like to embrace and live up to. Values often suggest how people should behave, but they don’t accurately reflect how people do behave. Cultural diversity and equal opportunities for all people are valued in the U.S., yet the country’s highest political offices have been dominated by white men. Marital monogamy is valued, but many spouses engage in infidelity. Fulfilling a society’s values can be difficult. In contrast, many other cultures are collectivist, meaning the welfare of the group takes priority over that of the individual. also has an individualistic culture, meaning people place a high value on individuality and independence. Shaped by this value, individuals spend millions of dollars each year on cosmetic products and surgeries to look young and beautiful. Children represent innocence and purity, while a youthful adult appearance signifies sexuality. Values shape a society by suggesting what is good and bad, beautiful and ugly, sought or avoided.Ĭonsider the value that the U.S. In other cultures, success may be tied less to wealth and more to having many healthy children. Underlying this belief is the American value that wealth is important. citizens may believe in the American Dream-that anyone who works hard enough will be successful and wealthy. Individual cultures in a society have personal beliefs, but they also shared collective values. Values are deeply embedded and are critical for learning a culture’s beliefs, which are the tenets or convictions that people hold to be true. Most cultures in any society hold “knowledge” (education) in high regard. Value does not mean monetary worth in sociology, but rather ideals, or principles and standards members of a culture hold in high regard. The first, and perhaps most crucial, elements of culture we will discuss are values and beliefs.
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