802 Culture Presentation

1. . culture .

2. . definitions & elements .
DefinitionDefinition
Edward B. Tylor, 1871:
“That complex whole which includes knowledge, belief, art, morals,
law, custom, and any other capabilities and habits acquired by man as
a member of society.”
(Borgata and Montgomery, 2001)
Includes:
Language, religious
beliefs, customs &
courtesies, laws,
clothing & jewelry,
diet, artistic
expression, recreation.

3. . theories & models .
Pattern TheoryPattern Theory
“The culture from any given society can be formally
described… it can be placed in formal categories
representing different spheres of social life to
facilitate comparison between societies. As such,
universal patterns of culture can be constructed.”
(Borgata and Montgomery, 2001)

4. Specific
Culture/Society
Subcultures
. theories & models .
Layers of Culture: Model #1Layers of Culture: Model #1
(O’Neil, 2006)

5. . theories & models .
Layers of Culture: Model #1Layers of Culture: Model #1
(O’Neil, 2006)
*Cultural Universals:
Recurring Characteristics of Human Culture
6.Verbal Language, including a specific vocabulary of sounds and
grammatical means for constructing sentences.
7.Age, gender, marriage and kinship are used to categorize people
(e.g., teenager, woman, wife, uncle).
8.Children are raised in some variation of a family setting.
9.Sexual division of labor (men's work, women's work).
10.Concept of privacy.
11.Rules and taboos to regulate sexual behavior.
12.Distinctions between good and bad behavior.
13.Variations of body ornamentation.
14.Making jokes, playing games.
15.Art.
16.Leadership roles for the implementation of community decisions.

6. . theories & models .
Layers of Culture: Model #2Layers of Culture: Model #2
(Rousseau, 1990)

7. Anderson’s Dimensions of Non-Western & Western WorldviewsAnderson’s Dimensions of Non-Western & Western Worldviews
(Anderson, 1988)
* Euro/Americans (primarily males) & Minorities
with a High-Degree
of Western Acculturation
*American Indians, Mexican-Americans,
African-Americans, Vietnamese-Americans,
Puerto Rican-Americans, Chinese-Americans,
Japanese-Americans & many Euro/American
Females
Analytical Thinking
(elements are perceived as separate & distinct
from the larger whole/field)
Holistic/Relational Thinking (individual elements
are perceived as part of a larger whole/field)
Believe Western Worldview is SuperiorAccepts Other Worldviews
Religion is Separate from CultureReligion Permeates Culture
Time Proved Invariant StructureTime is Relative
Values Mastery & Control of NatureValues Harmony with Nature
Nuclear FamilyExtended Family
Limited Emotional ExpressionEmotionally Expressive
Task OrientationSocial Orientation
Individual/CompetitionCooperation/Group Achievement
Western*Non-Western*
. theories & models .

8. Intercultural Communications: Edward T. Hall’s Cultural FactorsIntercultural Communications: Edward T. Hall’s Cultural Factors
(Hall, 1971)
. theories & models .
Product over ProcessProcess over ProductProcess or Product?
Highly Organized;
Scheduling
Open & FlexibleFlexibility of Time
Low Commitment to
Long-Term Relationships;
Work Trumps Relationship
High Commitment to
Long-Term Relationships: Relationship
Trumps Work
Commitment: Relationship or
Work?
Fragile Bonds;
Little Sense of Loyalty
Strong People Bonds; Affiliation to
Family & Community
People Bonds
Flexible & Open Group Patterns;
Group Loyalties More
Likely to Change as Needed
Strong Distinction between
In-Group & Out-Group;
Strong Sense of Family
Groups-
Cohesive or Separated?
Reactions Tend to be Visible,
External & Outward
Reactions Tend to be
Reserved & Inward
Expressing Reaction
Focus on Verbal Communication;
Body Language Tends to be
Secondary
Nonverbal Communication;
Body Language is Important
Verbal or Nonverbal
Communication?
Outer Locus of Control;
Blame Others for Failure
Inner Locus of Control;
Personal Acceptance for Failure
Control & Failure Attribution
Overt & Explicit; Simple & Clear;
“Spell Everything Out”
Covert & Implicit; Metaphor;
“Read Between the Lines”
Messages-
Overt or Covert?
American, German, Swiss, Northern-
European, English
Japanese, African-American, Latino,
French, Arab, Mediterranean
Who?
Low-Context CultureHigh-Context CultureFactors/Signifiers

9. DiversityDiversity
The variations in any given population:
-Ethnicity -Language
-Age -Gender
-Sexual Orientation-Socio-Economic Levels
-Education-Ideologies & Beliefs
-Physical Differences-Disability
. diversity & multiculturalism .

10. MulticulturalismMulticulturalism
An ideology or philosophy that purposefully
recognizes & seeks to maintain
ethnic and cultural diversity.
. diversity .

11. Globalization Globalization
•The process by which the experience of everyday life, marked by the
consumption of commodities and ideas, is becoming standardized around
the world, especially since the late 20
th
century.
(New Encyclopedia Britannica, 2007)
The extension of culture and commerce across traditional national
boundaries.
(World Book Dictionary, 2007)
McDonald’s in Italy … Panini in Colorado
. globalization .

12. Globalization’s Effect in LibrariesGlobalization’s Effect in Libraries
Resource Sharing
–World Cat
–Interlibrary Loan
Professional Organizations
–International Federation of
Library Associations
& Institutions (AFLA)
. globalization .

13. Types of Cultural ShiftsTypes of Cultural Shifts
•Influx of Foreign Language Speakers
•Growing Epidemiological Issues
•Aging Populations
•Growing Youth Population
•Changes in Ethnic/Racial Demographics
. cultural identifiers & library adaptations .

14. . cultural identifiers & library adaptations .
Tracking Cultural ChangeTracking Cultural Change
•Census Data
•State & Local Health Departments
•Community Advisory Boards
•Library Comment Cards
•Public Meetings for Community Feedback
•ALA Committee on Diversity

15. . cultural identifiers & library adaptations .
Health Materials
Wellness Fairs
ESL Programs
Minority Staffing
Foreign Language
Materials
Year-Round Storytime
Classroom Materials
Children’s Group Tours
Digitization of Collections
Online Services
Public Computer Terminals
Traditional
Information Services
Adaptations to Changing CultureAdaptations to Changing Culture

16. How does a professional execute
diagnosis, prescription, treatment & evaluation
of the client with culture in mind?
(Grover, 1993)
. service design & the culture of the individual user .

17. DIAGNOSIS
Consider:Consider:
•Language and communication style (oral
versus written)
•Values
•Rules of behavior
•Tools, skills, and level of technology use
. service design & the culture of the individual user .

18. DiagnosisDiagnosis
Use neutral questioning techniques to discover:
•How the person communicates
•How the person learns best (learning style)
•What the person feels are roadblocks or
limitations in his or her search
(Dervin, 1986)
. service design & the culture of the individual user .

19. Prescription Prescription
•Understanding culture can help expose the
frame of reference or knowledge base of an
individual.

•The insight gained helps the information
professional identify the knowledge gap of
the client
(Dervin, 1986)
. service design & the culture of the individual user .

20. TreatmentTreatment
Information Customization
Information can be better
catered to the individual
based on cultural background
Information Repackaging
The information
professional can “translate”
library resources to fit the
preexisting knowledge base
of the client
Over time, the information
professional may learn to:
•Associate patterns of
social networking within
various cultures
•Recognize styles of
knowledge seeking
•Know when to intervene
(mediate) depending
upon various cultural
attitudes and approaches
to learning
. service design & the culture of the individual user .

21. EvaluationEvaluation
•Culture and individual behavior can come into play as an
information professional attempts to find out how well
the knowledge gap has been filled.
•Use the communication skills gained in the diagnosis
phase to assist in evaluation as well.
. service design & the culture of the individual user .

22. . library roles & culture .
Culture:Culture: An Information An Information
Professional’s Role Professional’s Role
•Authority on culture: classic
or current, global or
subculture
•Protect and preserve
•Old Paradigm: disseminator
of culture
New Paradigm: diffuser of
culture

23. New Laws of Librarianship:New Laws of Librarianship:
•Libraries serve humanity.
•Respect all forms by which knowledge is communicated.
•Use technology intelligently to enhance service.
•Protect free access to knowledge.
•Honor the past & create the future.
(American Libraries, 1995)
. library roles & culture .

24. . culture .