It’s rare to see two male friends or coworkers holding hands in the United States where that behavior often symbolizes romantic feelings. For example, cultures differ in their values about what kinds of physical closeness are appropriate in public. Values also vary from culture to culture. Values are not static they vary across time and between groups as people evaluate, debate, and change collective societal beliefs. Breaking norms and rejecting values can lead to cultural sanctions such as earning a negative label-lazy, no-good bum-or to legal sanctions, such as traffic tickets, fines, or imprisonment. A business manager who drives away customers will likely be fired. A boy who shoves an elderly woman aside to board the bus first may receive frowns or even a scolding from other passengers. When people go against a society’s values, they are punished. Utilizing social control approaches pushes most people to conform to societal rules, regardless of whether authority figures (such as law enforcement) are present. From a criminal justice perspective, properly used social control is also inexpensive crime control. Sometimes people conform to norms in anticipation or expectation of positive sanctions: good grades, for instance, may mean praise from parents and teachers. Sanctions are a form of social control, a way to encourage conformity to cultural norms. People sanction certain behaviors by giving their support, approval, or permission, or by instilling formal actions of disapproval and nonsupport. A boy who helps an elderly woman board a bus may receive a smile and a “thank you.” A business manager who raises profit margins may receive a quarterly bonus. When people observe the norms of society and uphold its values, they are often rewarded. One way societies strive to put values into action is through rewards, sanctions, and punishments. However, the number of unplanned pregnancies among teens reveals that not only is the ideal hard to live up to, but the value alone is not enough to spare teenagers the potential consequences of having sex. American teenagers are encouraged to value celibacy. But in real culture, police officers, lawmakers, educators, and social workers constantly strive to prevent or repair those accidents, crimes, and injustices. In an ideal culture, there would be no traffic accidents, murders, poverty, or racial tension. But ideal culture differs from real culture, the way society actually is, based on what occurs and exists. Values portray an ideal culture, the standards society would like to embrace and live up to. Values often suggest how people should behave, but they don’t accurately reflect how people do behave. Cultural diversity and equal opportunities for all people are valued in the United States, yet the country’s highest political offices have been dominated by white men. Marital monogamy is valued, but many spouses engage in infidelity. It’s easy to value good health, but it’s hard to quit smoking. Living up to a culture’s values can be difficult. In contrast, many other cultures are collectivist, meaning the welfare of the group and group relationships are a primary value. The United States also has an individualistic culture, meaning people place a high value on individuality and independence. Shaped by this value, individuals spend millions of dollars each year on cosmetic products and surgeries to look young and beautiful. Children represent innocence and purity, while a youthful adult appearance signifies sexuality. Consider the value that the United States places upon youth. Values help shape a society by suggesting what is good and bad, beautiful and ugly, sought or avoided. Underlying this belief is the American value that wealth is good and important. To illustrate the difference, Americans commonly believe in the American Dream-that anyone who works hard enough will be successful and wealthy. Individuals in a society have specific beliefs, but they also share collective values. Values are deeply embedded and critical for transmitting and teaching a culture’s beliefs.Beliefs are the tenets or convictions that people hold to be true. Values are a culture’s standard for discerning what is good and just in society. The first, and perhaps most crucial, elements of culture we will discuss are its values and beliefs.
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