MODULE 7

THE NATURE OF CULTURE

REPORTED BY: Marie Kris G.

Batallones BSBA Marketing
Lesson 1

The Meaning, Nature, and Functions

of Culture
What is the meaning of culture?
It has something to do with human capacity to use
language and with related capacities for learning and
for transmission of ideas and ways of behaving.
Derived from the latin word “cultura” or “cultus” which
means care or cultivation.
It is a complex whole which includes knowledge, belief,
law, and moral, custom and other capabilities and
habits acquired by man as a member of society.
Refers to something that man has created and learned
in a society.
A set of learned and shared beliefs, customs, skills,
habits, traditions and knowledge common to members
of a society.
The sum total of man’s creation which are handed
down from generation to generation.
What are the elements of culture?
Material Culture- these are the physical objects a
society produces, things people create and use. Thus,
the awareness of the kind of objects created and how
people use them brings about greater understanding
of the culture of a society.
Non- Material Culture- it consists of elements earned
like norms, values, beliefs and language shared by
the members of a society. Non- material culture is
considered as the carriers of culture.
Language- influences our ways of perceiving,
behaving and feeling and thus tends to define and
shape the world around us.
What are the Characteristics of
Culture?
Culture is learned- culture is learned through the
process of interaction.

Culture is shared- no one person knows the entire

culture, hence, the sharing of ideas.

Culture is Cumulative- culture has a tendency to grow

and expand. Stored knowledge is transmitted from
one generation to another. Newly acquired knowledge
is then added to the stocks of knowledge as it passes
through the process of transmission.

Culture is Dynamic- there is always change in culture.

One of the principle sources of change is diffusion,
which involves borrowing or transfer from one culture
to another.
What are the Functions of
Culture?
Culture helps people to adapt to the
demands of the surrounding physical
environment.

Culture compensates for many human

physical limitations.

Culture provides ways and means to

regulate human collective existence.

Culture provides behavioral patterns.

Lesson 2

Cultural Concepts and Variations

Other Cultural Concepts
Ethnocentrism- it is a feeling that their particular way
of life is superior and right and that all other cultures
are inferior and often wrong.

Cultural Relativism-norms, values, and beliefs should

be judged only from the viewpoint of that culture.

Xenocentrism- it is the belief that what is foreign is the

best in terms of one’s lifestyle, product, or ideas.

Tempocentrism- it is the belief that one's time is more

important than that of the past or future.

Subculture- a group within a society who shares in the

general culture but who maintain distinctive ways of
thinking, setting, and feeling.
Counterculture- a subculture that has values, and norms
that sharply contradict the dominant values and norms of
the larger society.

Cultural Universal- common cultural elements that are

found within all known societies. They are norms, laws,
language, beliefs, and values.

Culture Lag- the ability of a given society to adapt

immediately to another culture as a result of the disparity in
the rate of change between the material and non- material
elements of culture.

Culture Shock- experience of disorientation and frustrations

that occurs when individuals find themselves among those
who do not share their fundamental premises.

Cultural Diversity- the variation of culture in some ways

with another culture with which they guide human behavior.
Conditions that affect cultural
variations
Environment- environmental conditions greatly affect
people and must therefore adapt to these conditions
in order to survive.

Isolation- with this condition, a culture continues on its

own course, unaltered and uncontaminated by other
culture.

Technology- the technology used by a society

determines its social structure that leads to changes
in the culture.

Diffusion- this involves borrowing of one culture to

another when one culture comes into contact with
another culture.
Modes of Requiring Culture

Imitation

Indoctrination

Conditioning

Acculturation
Lesson 3

The Filipino Culture and Values

Contributory factors to Filipino
Culture
The Malay
Chinese
The Indian Influence
The Hindu Influence
The Spanish Heritage
The Americans
The Filipino Cultural Perspective
The Traditional Concept- the traditionalists holds that
Filipino culture was developed due to conglomeration
of the physical, intellectual, moral and spiritual
aspects.

The Nationalistic View- this regards culture as the

summation of the needs of the people, the description
of their past and present condition, an expression of
their values, thoughts, and emotions and the depiction
of their historic struggles to liberate themselves.

Cultural Dualism- the Philippines is a transitional

society dominated on one side by traditional and
modern culture, and usually, these concepts are
leading to conflicts in a person’s life.
The Filipino Culture

Belief System- Filipinos are believers of

religion and super natural powers

Value System- cultural values are

shared assumptions of what is right,
good or important. Values actually guide
man’s behavior and action as he relates
himself in most situations in life.
Filipino Values
Utang na loob- a technique of reciprocity of debt of gratitude to
others.

Pakikisama- is a folk concept of good public relations

Hiya- this controls to a large extent the behavior of the individual

and most likely, is generally dependent on what others will think,
say, and do.

Bahal na- a common expression among us Filipinos.

Authoritarianism- commonly practiced in the Filipino family where

the father is seen as the head that makes major decisions
affecting the family.

Amor- propio- it is the individual’s highly emotional reaction to

protect his honor and dignity when they are threatened or
questioned.
Thank you!!!

Have a great day 