Society & Culture: Definitions, Types, Functions & Dynamics

TAKEAWAYS:

• Society is a dynamic web of relationships (geographic, cultural, or interest-based) that provides stability and shared identity, while culture is its toolkit of meanings, norms, and symbols passed across generations.
• Culture has 5 key elements: language, values, norms, symbols, and material objects—each reinforcing social order (e.g., Nepali danda as a symbol of authority).
• Subcultures (e.g., Kathmandu’s hip-hop scene) and countercultures (e.g., feminist movements) emerge when groups reject dominant norms, illustrating culture’s adaptability.
• Culture lag (e.g., Nepal’s slow adoption of digital payments vs. eSewa’s rapid growth) shows how material changes outpace normative adjustments.
• Enculturation (learning culture from birth) vs. acculturation (adapting to new cultures, like migrant workers in Qatar) explain how individuals internalize societal rules.
• Globalization (e.g., YouTube’s homogenization of music tastes) vs. localization (e.g., Daraz tailoring ads to Nepali festivals) reveals tensions between uniformity and diversity.

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1. Society: The Human Web

Society is not just a group of people—it’s a structured system of interactions held together by shared culture, institutions, and collective consciousness. Sociologists like Émile Durkheim saw society as a moral organism, while Max Weber emphasized its rational-legal foundations (e.g., Nepal’s civil code).

Types of Societies

Societies evolve through stages, each with distinct social organization, technology, and values. The unilineal evolution model (now critiqued but still useful) classifies societies into:

Functions of Society

Societies perform 5 essential functions (Durkheim’s perspective):

1. Socialization: Teaching norms (e.g., Nepali namaste as a greeting).
2. Social Control: Enforcing rules (e.g., traffic police in Kathmandu).
3. Production/Distribution: Meeting material needs (e.g., Daraz’s supply chain).
4. Pattern Maintenance: Preserving culture (e.g., Dashain/Tihar rituals).
5. Adaptation: Adjusting to change (e.g., Nepal’s shift from barter to digital payments).

WORKED EXAMPLE: Kathmandu Traffic

• Problem: Congestion in Thamel reflects dysfunctional social organization (lack of zoning, informal transport).
• Solution: Social planning (e.g., NTC’s bus rapid transit system) addresses adaptation and production functions by improving infrastructure and reducing private vehicle use.

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2. Culture: The Toolkit of Meaning

Culture is the shared "software" of society—learned, not innate—that shapes perceptions, behaviors, and institutions. It includes:

• Material culture (tools, art, technology).
• Non-material culture (beliefs, language, norms).

Elements of Culture

Culture Transmission

Culture is passed through:

1. Enculturation: Learning culture from birth (e.g., a Newari child learning jhyaure rituals).
2. Acculturation: Adopting new culture (e.g., migrant workers in Malaysia adopting Malay customs).
3. Diffusion: Spread of cultural traits (e.g., WhatsApp replacing SMS in Nepal).
4. Innovation: Creating new cultural forms (e.g., Nepali hip-hop blending rap with dohori music).

MERMAID DIAGRAM:

WORKED EXAMPLE: eSewa’s Cultural Adaptation

• Challenge: Introducing digital payments in rural Nepal where trust in banks is low.
• Solution: eSewa used acculturation by:
  • Partnering with local shops (kirana) as payment points.
  • Marketing via symbols (e.g., danda-like security icons).
  • Aligning with values (e.g., "save time for festivals").

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3. Subcultures and Countercultures

Not all groups conform to dominant culture. Subcultures share some norms but differ in others, while countercultures actively reject them.

WORKED EXAMPLE: Nepali Feminist Movement

• Dominant Culture: Patriarchal norms (e.g., chhaupadi ban still resisted in some areas).
• Counterculture: Groups like Feminist Collective Nepal challenge norms via:
  • Symbols: Purple banners in protests.
  • Norms: Campaigns against gender-based violence.
  • Values: Promoting equality in education (e.g., girls’ scholarships).

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4. Culture Change: Lag and Conflict

Culture doesn’t change uniformly. William Ogburn’s "Culture Lag" explains why material culture (e.g., technology) often outpaces non-material culture (e.g., laws, ethics).

WORKED EXAMPLE: Ncell’s 4G Rollout

• Material Change: Faster internet (2018).
• Non-Material Lag:
  • Norms: Many still prefer SMS over apps.
  • Values: Privacy concerns over data usage.
• Solution: Ncell ran campaigns showing 4G for education (aligning with Nepali value of shiksha).

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5. Globalization vs. Localization

Globalization spreads culture (e.g., Hollywood movies), but localization adapts it to fit local contexts.

WORKED EXAMPLE: YouTube in Nepal

• Globalization: Same algorithm worldwide.
• Localization:
  • Nepali music channels (e.g., Nepali Music 24/7).
  • Localized ads (e.g., Dashain sales during festivals).
• Result: YouTube is Nepal’s 2nd most visited site (after Facebook).

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6. Sociology and Business: Culture in the Marketplace

Businesses thrive by understanding culture. Geert Hofstede’s cultural dimensions help analyze markets:

WORKED EXAMPLE: Daraz’s Entry into Nepal

• Cultural Misstep: Initially used high individualism marketing (e.g., "buy for yourself").
• Adjustment: Shifted to collectivist messaging (e.g., "gifts for family during Dashain").
• Result: 60% of orders are for group gifting.

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In the Real World

1. eSewa (Digital Payments)

   • Idea Used: Culture lag and enculturation.
   • How: eSewa had to re-educate Nepalis on digital trust (many still prefer cash). They used local symbols (e.g., danda-like security badges) and norms (e.g., "pay for your neighbor’s groceries").

2. Pathao (Ride-Hailing App)

   • Idea Used: Subcultures and social norms.
   • How: Pathao faced resistance from auto-rickshaw unions (a subculture opposing tech). They localized by offering cash payments (aligning with rural norms) and festive discounts (e.g., 50% off during Dashain).

3. Nepal Rastra Bank (NRB) and Financial Inclusion

   • Idea Used: Acculturation and values.
   • How: NRB’s campaigns for bank accounts used religious symbols (e.g., "save for your ancestor’s tarpan") and community leaders to promote financial literacy.

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Exam Tip

This unit is highly conceptual but applied. Exams test:

1. Definitions: Know the difference between society (structured relationships) and culture (shared meanings).
2. Examples: Always link theory to Nepal. For instance:
   • Asked about subcultures? → Mention Kathmandu’s hip-hop scene or Newar artisanal groups.
   • Asked about culture lag? → Use eSewa vs. cash preference or Ncell 4G vs. SMS habits.
3. Comparisons: Use tables (like the types of societies or globalization vs. localization) to score marks.
4. Critical Analysis: Discuss pros and cons of globalization (e.g., "While YouTube spreads Nepali music globally, it also homogenizes local dialects").
5. Business Applications: Expect questions on Hofstede’s dimensions in a Nepali context (e.g., "How would a German firm adapt to Nepal’s high power distance?").

Common Pitfalls:

• Vague answers: Avoid "culture is important" without examples.
• Overgeneralizing: Not all Nepalis are the same—mention regional differences (e.g., Terai vs. hills).
• Ignoring dynamics: Culture is not static—explain change (e.g., "Nepal’s youth are acculturating to Western fashion").

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Final Visual Summary: