Types of culture

Subcultures

A subculture is a minority group who share values, norms, beliefs and dress codes etc. which mark them out as different from the dominant culture which they exist alongside
Sometimes they are opposed to the dominant culture and consequently, they may experience hostility and discrimination

Within the UK there are subcultures based on;

A society with many subcultures is culturally diverse

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This refers to cultural products and activities which have a high status
Products represent the highest achievements of humanity eg. Shakespeare, opera, ballet etc
Seen as superior to other forms of culture by some
Often appreciated by those with a high level of education and social upbringing
Usually expensive
Enjoyed by the elite of society
Said to be the 'self-consciousness of society'

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Refers to cultural activities enjoyed by the majority of the population eg watching TV, going to the cinema, playing football
Some would argue these are more shallow activities and are therefore inferior to high culture
'Mass culture' is sometimes used to represent perceived shallowness
Some feel it is manufactured, fake and a form of brainwashing or 'dumbing down'
Some writers such as Bordieu (1984) argues the distinction between high and popular culture and how worthy they are lies in the power of the group who access them - high culture is the culture of the higher classes economically and isn't necessarily better
The media is credited with creating and spreading popular culture
The distinction between popular and high culture is slowly breaking down
The media gives everyone access to activities formerly seen as high culture and raises the status of formerly working-class activities

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It is argued we have a consumer culture due to the increasing availability of, and emphasis on, the consumption of goods and services
In a consumer culture, consumer goods are widely available and excessive consumption is acceptable
Shopping is a leisure activity in its own right
'Conspicuous consumption' - where individuals consume branded goods in an attempt to construct an identity and gain status in the eyes of others and are now the norm
This is encouraged and reinforced by the advertising industry and celebrity culture

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Refers to the growing trend of culture becoming universal
Where brands, food, films and other cultural products are identical across many different countries and cultures
National cultures lose their distinctiveness
This is linked to the trend of globalisation
Globalisation - The world becomes more interconnected and activities in different countries influence each other
McDonald's, Nike, Microsoft and Coca-Cola are examples of global brands and are instantly recognisable around the world.
McLuhan (1964) We now live in a global village that has been driven by multinational industry, travel, a globally accessible media and the internet.
A number of sociologists have noticed the emergence of global culture
Cultures can no longer be seen as separate
What happens in one society is increasingly connected to others
In remote parts of the world, global culture can still be found

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