Cultural Creation and Diffusion in Society

The Creation and Diffusion of Culture Chp.15 with Duane Weaver A look at how our culture creates meanings and how those meanings move through society to consumers.

The Movement of Meaning Instruments of Movement: Advertising and Fashion Systems Consumption Rituals Destinations of Movement: Cultural Values and Symbols Consumer Goods Individual Consumer

Cultural Selection Culture Production Systems Set of individuals and organizations responsible for creating and marketing a cultural product High Culture and Popular Culture High vs. Low Art, Cultural Formulae, and Aesthetic Market Research Reality Engineering Elements of popular culture are appropriated by marketers and become integrated in strategy Product Placement Obtain exposure for a product by arranging for it to be inserted into some medium (e.g. TV)

Diffusion of Innovations CATEGORIES Innovators Early Adopters Early Majority Late Majority Laggards

Types of Innovations Continuous Innovation A minor modification to an existing product Evolutionary rather than revolutionary Dynamically Continuous Innovation A more pronounced changed to an existing product Create some behavioural changes Discontinuous Innovation Creates major changes in the way we live Major inventions: car, airplane, personal computer

Prerequisites for Successful Adoption low in complexity, easiest to understand is chosen compatible with consumer s lifestyle Compatibility Trialability Complexity more likely to adopt if can experiment with it Relative Advantage Observability innovations easily observed are more likely to spread should provide a benefit other products cannot offer

Fashion Cycle Acceleration General Acceptance Decline Rise Obsolescence Innovation Introduction stages Acceptance stages Regression stages FAD . ..FASHION .CLASSIC

Product Meaning Across Cultures Etic - commonalities across cultures vs. Emic variations within cultures Integrate foreign meanings with local meanings Standardized vs. Localized Strategy Taboos, favorites Creolization (foreign absorbed and mixed) Cultural Norms Transfer Of Product Meaning Global increase in consumption homogenizes differences in cultural product preferences Globalized Consumption Ethic Global Citizens and Youth Diffusion of Pop Culture Segments with common world view Quick to borrow from other cultures what is admired

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