Cultural Anthropology: Appreciating Cultural Diversity

514 Pages·2011·84.8 MB·English

by  Conrad P Kottak

kkoott1166998888__ffrroonnttsshheeeett..iinndddd PPaaggee ii 11//1111//1100 99::1166::5533 PPMM ff--446699 //VVoolluummeess//220022//MMHHSSFF117744//kkoott1166998888//00007788111166998888//kkoott1166998888__ppaaggeeffiilleess
In a recent survey, “appreciating human diversity” was rated the most important outcome
of an introductory anthropology course.
appreciating
D I V E R S I T Y
should be marketed in a culture that values
Culturally Appropriate Marketing large, leisurely lunches.
The bag proclaimed, “You’re going to enjoy
the [McDonald’s] difference,” and listed several
“favorite places where you can enjoy M cDonald’s
Innovation succeeds best when it is culturally In 1980 when I visited Brazil after a seven- products.” This list confi rmed that the marketing
appropriate. This axiom of applied anthropology year absence, I fi rst noticed, as a manifestation people were trying to adapt to Brazilian middle-
could guide the international spread not only of of Brazil’s growing participation in the world class culture, but they were making some mis-
development projects but also of businesses, economy, the appearance of two McDonald’s takes. “When you go out in the car with the kids”
such as fast food. Each time McDonald’s or restaurants in Rio de Janeiro. There wasn’t transferred the uniquely developed North Amer-
Burger King expands to a new nation, it must much difference between Brazilian and North ican cultural combination of highways, afford-
devise a culturally appropriate strategy for fi t- American McDonald’s. The restaurants looked able cars, and suburban living to the very
ting into the new setting. alike. The menus were more or less the same, different context of urban Brazil. A similar sug-
McDonald’s has been successful interna- as was the taste of the quarter-pounders. I gestion was “traveling to the country place.”
tionally, with more than a quarter of its sales picked up an artifact, a white paper bag with Even Brazilians who owned country places could
outside the United States. One place where yellow lettering, exactly like the take-out bags not fi nd McDonald’s, still confi ned to the cities,
McDonald’s is expanding successfully is Brazil, then used in American McDonald’s. An adver- on the road. The ad creator had apparently never
where more than 50 million middle-class peo- tising device, it carried several messages about attempted to drive up to a fast-food restaurant in
ple, most living in densely packed cities, pro- how Brazilians could bring McDonald’s into a neighborhood with no parking spaces.
vide a concentrated market for a fast-food their lives. However, it seemed to me that Several other suggestions pointed custom-
chain. Still, it took McDonald’s some time to McDonald’s Brazilian ad campaign was missing ers toward the beach, where cariocas (Rio na-
fi nd the right marketing strategy for Brazil. some important points about how fast food tives) do spend much of their leisure time. One
>
“Appreciating Diversity” boxes explore the rich diversity of cultures (past and present)
that anthropologists study. These boxes supplement the extensive discussions of cultures
around the world presented throughout the text.
These are just some of the reasons why three out of

four Kottak adopters report that they will adopt the
new edition of the text.
If you would like to participate in any of the McGraw-Hill research
initiatives, please contact us at www.mhhe.com/faculty-research
kkoott1166998888__ffmm__ii--xxxxxxvvii__11..iinndddd PPaaggee ii 11//1111//1100 77::1155::4477 AAMM uusseerr--ff447700 //VVoolluummeess//220022//MMHHSSFF117744//kkoott1166998888//00007788111166998888//kkoott1166998888__ppaaggeeffiilleess
In a recent survey, “appreciating human diversity” was rated the most important outcome
of an introductory anthropology course.
appreciating
D I V E R S I T Y
should be marketed in a culture that values
Culturally Appropriate Marketing large, leisurely lunches.
The bag proclaimed, “You’re going to enjoy
the [McDonald’s] difference,” and listed several
“favorite places where you can enjoy M cDonald’s
Innovation succeeds best when it is culturally In 1980 when I visited Brazil after a seven- products.” This list confi rmed that the marketing
appropriate. This axiom of applied anthropology year absence, I fi rst noticed, as a manifestation people were trying to adapt to Brazilian middle-
could guide the international spread not only of of Brazil’s growing participation in the world class culture, but they were making some mis-
development projects but also of businesses, economy, the appearance of two McDonald’s takes. “When you go out in the car with the kids”
such as fast food. Each time McDonald’s or restaurants in Rio de Janeiro. There wasn’t transferred the uniquely developed North Amer-
Burger King expands to a new nation, it must much difference between Brazilian and North ican cultural combination of highways, afford-
devise a culturally appropriate strategy for fi t- American McDonald’s. The restaurants looked able cars, and suburban living to the very
ting into the new setting. alike. The menus were more or less the same, different context of urban Brazil. A similar sug-
McDonald’s has been successful interna- as was the taste of the quarter-pounders. I gestion was “traveling to the country place.”
tionally, with more than a quarter of its sales picked up an artifact, a white paper bag with Even Brazilians who owned country places could
outside the United States. One place where yellow lettering, exactly like the take-out bags not fi nd McDonald’s, still confi ned to the cities,
McDonald’s is expanding successfully is Brazil, then used in American McDonald’s. An adver- on the road. The ad creator had apparently never
where more than 50 million middle-class peo- tising device, it carried several messages about attempted to drive up to a fast-food restaurant in
ple, most living in densely packed cities, pro- how Brazilians could bring McDonald’s into a neighborhood with no parking spaces.
vide a concentrated market for a fast-food their lives. However, it seemed to me that Several other suggestions pointed custom-
chain. Still, it took McDonald’s some time to McDonald’s Brazilian ad campaign was missing ers toward the beach, where cariocas (Rio na-
fi nd the right marketing strategy for Brazil. some important points about how fast food tives) do spend much of their leisure time. One
>
“Appreciating Diversity” boxes explore the rich diversity of cultures (past and present)
that anthropologists study. These boxes supplement the extensive discussions of cultures
around the world presented throughout the text.
These are just some of the reasons why three out of

four Kottak adopters report that they will adopt the
new edition of the text.
If you would like to participate in any of the McGraw-Hill research
initiatives, please contact us at www.mhhe.com/faculty-research
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Cultural
Anthropology
Appreciating Cultural Diversity
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k Anthropology:
a
Appreciating Human
t
Diversity,
t
o 14th ed. (2011)
K
Mirror for Humanity:
p
A Concise
i
l Introduction
l
i to Cultural
h
Anthropology,
P
7th ed. (2010)

d
a
r Window on Humanity:
n
A Concise
o
Introduction to
C Anthropology,
4th ed. (2010)
y
b
On Being Different:

l Diversity and
l
i Multiculturalism in
H
the North American
- Mainstream,
w
3rd ed. (2008, with
a Kathryn A. Kozaitis)
r
G
Assault on Paradise:
c
The Globalization of
M
a Little Community
in Brazil,
m
4th ed. (2006)
o
r
f

e
l
b
a
l
i
a
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A

o
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l
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Cultural
Anthropology
Appreciating Cultural Diversity
Fourteenth Edition
Conrad Phillip Kottak
University of Michigan
TM
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To my mother, Mariana Kottak Roberts
TM
Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue
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ISBN: 978-0-07-811698-8
MHID: 0-07-811698-8
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The credits for this book begin on page 421 and is considered an extension of the copyright
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Library of Congress Cataloging-in-Publication Data
Kottak, Conrad Phillip.
Cultural anthropology: Appreciating cultural diversity / Conrad Phillip Kottak. — 14th ed.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-07-811698-8 (alk. paper)
ISBN-10: 0-07-811698-8 (alk. paper)
1. Ethnology. I. Title.
2009943479
The Internet addresses listed in the text were accurate at the time of publication. The inclu-
sion of a website does not indicate an endorsement by the authors or McGraw-Hill, and
McGraw-Hill does not guarantee the accuracy of the information presented at these sites.
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List of Boxes xix
About the Author xxi
Preface xxii
PART 1 Introduction to Anthropology
1 WHAT IS ANTHROPOLOGY? 2
2 CULTURE 24
3 METHOD AND THEORY IN CULTURAL ANTHROPOLOGY 48
PART 2 Appreciating Cultural Diversity
4 APPLYING ANTHROPOLOGY 78
5 LANGUAGE AND COMMUNICATION 100
6 ETHNICITY AND RACE 124
7 MAKING A LIVING 154
8 POLITICAL SYSTEMS 182
9 GENDER 210
10 FAMILIES, KINSHIP, AND DESCENT 238
11 MARRIAGE 260
12 RELIGION 284
13 ARTS, MEDIA, AND SPORTS 310

PART 3 The Changing World
14 THE WORLD SYSTEM AND COLONIALISM 340
15 GLOBAL ISSUES TODAY 366
Glossary 393
Bibliography 401
Credits 421
Index 423
Map Atlas 439
vii
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List of Boxes xix
About the Author xxi
Preface xxii
1 What Is Anthropology? 2
Y
G
The Subdisciplines of Anthropology 9
O
L Cultural Anthropology 9
O
Archaeological Anthropology 10
P
O Biological, or Physical, Anthropology 12
R Linguistic Anthropology 12
H
T Anthropology and Other Academic
N Fields 13
A
THROUGH THE EYES OF OTHERS: Changing

O
Places, Changing Identities 13
T
Cultural Anthropology and Sociology 14
N
O Anthropology and Psychology 14
TI Applied Anthropology 15
C
The Scientifi c Method 15
U
D Theories, Associations, and Explanations 15
O
APPRECIATING ANTHROPOLOGY:
R UNDERSTANDING OURSELVES 4
T Anthropologist’s Son Elected President 16
N Human Diversity 4
When Multiple Variables Predict 18
I Adaptation, Variation, and Change 5
Summary 20

1 APPRECIATING DIVERSITY: “Give Me a Hug” 6
Key Terms 21
T
R General Anthropology 8
Test Yourself! 21
A
Cultural Forces Shape Human Biology 9
P
Suggested Additional Readings 23

viii