Cultural Practices, Products, and Perspectives

Practices - are patterns of social interactions, behaviors. Practices involve the use of products. They represent the knowledge of “what to do when and where” (p. 50) and how to interact within a particular culture.

Products - are the tangible or intangible creations of a particular culture. They reflect a culture’s perspectives.

Tangible products: paintings, a cathedral, a piece of literature, a pair of chopsticks

Intangible products: an oral tale, a dance, a sacred ritual, a system of education, a law

Perspectives - the philosophical perspectives, meanings, attitudes, values, beliefs, ideas that underlie the cultural practices and products of a society. They represent a culture’s view of the world.

Examples of Practices

• rites of passage
• the social “pecking order”
• gestures and other nonverbal forms of communication
• traditions related to holiday celebrations
• the use of forms of discourse (e.g., use of formal vs. informal forms of address)
• meal times
• turn-taking (in conversation or in games)
• shopping behaviors
• the use of space (norms of respect in social interactions)
• table manners
• playing behaviors
• socially appropriate behaviors for interviewing, dating, weddings, funerals, etc.

Examples of Products

Tangible

• toys
• household items
• pottery
• musical instruments
• traditional and contemporary dress
• types of dwellings foods
• sports equipment
• literature
• artwork
• tools
• political cartoons

Intangible

• dance
• music
• language
• literary styles/genres
• social, economic, political institutions (e.g., the educational system of a country)

Examples of Perspectives

• youth valued over age or vice versa
• the belief that bigger is better
• value of having (ownership)
• importance of individual freedom; independence
• valuing of sports/entertainment over education
• belief that humans are part of the natural world and must respect and care for it
• importance of family
• values attached to bilingualism, multilingualism, monolingualism
• value associated with personal privacy

Examples of the relationship among the three

Whatever the form of a cultural product, its presence within the culture is required or justified by the underlying beliefs and values (perspectives) of that culture, and the cultural practices involve the use of that product.

In some Asian cultures, members are positioned (a perspective) on a hierarchical scale based on age, social status, education, or similar variables. In those cultures, the exchange of business cards (a product) that provides key information is a helpful practice. Because the cards facilitate social interaction and are treated with respect in those cultures, one should not scribble another name or phone number on the business card (taboo practice). The information on the card also directly affects the nonverbal behavior (practice) of those involved in the communicative interaction, as well as the choice of linguistic forms (products) that indicate status.

In the U.S., youth has traditionally been valued more than old age (a perspective). As a result, products that purport to prolong youth and vitality (e.g., face creams, high fiber breakfast cereals, and fitness equipment) have become an integral part of our culture. At the same time, practices that are perceived as prolonging youth and health are encouraged: school children have physical education to promote physical exercise; many invest in running shoes (products) or join a fitness club (product); some take extreme measures to look younger and have plastic surgery (practice) or wear clothes associated with a younger set (products).

In Spain, bread is considered a fundamental part of every meal (perspective). Fresh, long baguette-type loaves of bread (products) are baked and sold daily in panaderías (products). At the table, people break off (rather than slice) pieces of bread from the long loaves and often use the bread to scoop food onto eating utensils (practices). Butter isn’t served with the bread (practice).

Examples of the relationship among the three

Whatever the form of a cultural product, its presence within the culture is required or justified by the underlying beliefs and values (perspectives) of that culture, and the cultural practices involve the use of that product.

In some Asian cultures, members are positioned (a perspective) on a hierarchical scale based on age, social status, education, or similar variables. In those cultures, the exchange of business cards (a product) that provides key information is a helpful practice. Because the cards facilitate social interaction and are treated with respect in those cultures, one should not scribble another name or phone number on the business card (taboo practice). The information on the card also directly affects the nonverbal behavior (practice) of those involved in the communicative interaction, as well as the choice of linguistic forms (products) that indicate status.

In the U.S., youth has traditionally been valued more than old age (a perspective). As a result, products that purport to prolong youth and vitality (e.g., face creams, high fiber breakfast cereals, and fitness equipment) have become an integral part of our culture. At the same time, practices that are perceived as prolonging youth and health are encouraged: school children have physical education to promote physical exercise; many invest in running shoes (products) or join a fitness club (product); some take extreme measures to look younger and have plastic surgery (practice) or wear clothes associated with a younger set (products).

In Spain, bread is considered a fundamental part of every meal (perspective). Fresh, long baguette-type loaves of bread (products) are baked and sold daily in panaderías (products). At the table, people break off (rather than slice) pieces of bread from the long loaves and often use the bread to scoop food onto eating utensils (practices). Butter isn’t served with the bread (practice).