Branch of anthropology that deals with the study of culture. The discipline uses the methods, concepts, and data of archaeology, ethnography, folklore, linguistics, and related fields in its descriptions and analyses of the diverse peoples of the world. Called social anthropology in Britain, its field of research was until the mid 20th century largely restricted to the small-scale (or “primitive”), non-Western societies that first began to be identified during the age of discovery. Today the field extends to all forms of human association, from village communities to corporate cultures to urban gangs. Two key perspectives used are those of holism (understanding society as a complex, interactive whole) and cultural relativism (the appreciation of cultural phenomena within their own context). Areas of study traditionally include social structure, law, politics, religion, magic, art, and technology.
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Cultural anthropology is one of four fields of anthropology (the holistic study of humanity) as it developed in the United States. It is the branch of anthropology that has developed and promoted "culture" as a meaningful scientific concept, studied cultural variation among humans, and examined the impact of global economic and political processes on local cultural realities.
The anthropological concept of "culture" reflects in part a reaction against earlier Western discourses based on an opposition between "culture" and "nature", according to which some human beings lived in a "state of nature". Anthropologists have argued that culture is "human nature," and that all people have a capacity to classify experiences, encode classifications symbolically (i.e. in language), and teach such abstractions to others. Since humans acquire culture through the learning processes of enculturation and socialization, people living in different places or different circumstances develop different cultures. Anthropologists have also pointed out that through culture people can adapt to their environment in non-genetic ways, so people living in different environments will often have different cultures. Much of anthropological theory has originated in an appreciation of and interest in the tension between the local (particular cultures) and the global (a universal human nature, or the web of connections between people in distinct places/circumstances).
Parallel with the rise of cultural anthropology in the United States, social anthropology, in which "sociality" is the central concept and which focuses on the study of social statuses and roles, groups, institutions, and the relations among them, developed as an academic discipline in Britain. An umbrella term socio-cultural anthropology makes reference to both cultural and social anthropology traditions.
20th century anthropologists largely reject the notion that all human societies must pass through the same stages in the same order. Some 20th century ethnologists, like Julian Steward, have instead argued that such similarities reflected similar adaptations to similar environments (see cultural evolution). Others, like Claude Lévi-Strauss (who was influenced both by American cultural anthropology and by French Durkheimian sociology), have argued that apparent patterns of development reflect fundamental similarities in the structure of human thought (see structuralism).
In the 20th century most cultural (and social) anthropologists turned to the study of ethnography, in which an anthropologist actually lives among another society for a considerable period of time, simultaneously participating in and observing the social and cultural life of the group. Bronisław Malinowski (who conducted fieldwork in the Trobriand Islands and taught in England) developed this method, and Franz Boas (who conducted fieldwork in Baffin Island and taught in the United States) promoted it. Boas's students drew on his conception of culture and cultural relativism to develop cultural anthropology in the United States. Simultaneously, Malinowski and A.R. Radcliffe Brown´s students were developing social anthropology in the United Kingdom. Whereas cultural anthropology focused on symbols and values, social anthropology focused on social groups and institutions. Today socio-cultural anthropologists attend to all these elements.
Although 19th century ethnologists saw "diffusion" and "independent invention" as mutually exclusive and competing theories, most ethnographers quickly reached a consensus that both processes occur, and that both can plausibly account for cross-cultural similarities. But these ethnographers pointed out the superficiality of many such similarities, and that even traits that spread through diffusion often changed their meaning and functions as they moved from one society to another. Accordingly, these anthropologists showed less interest in comparing cultures, generalizing about human nature, or discovering universal laws of cultural development, than in understanding particular cultures in those cultures' own terms. Such ethnographers and their students promoted the idea of "cultural relativism", the view that one can only understand another person's beliefs and behaviors in the context of the culture in which he or she lived.
In the early 20th century socio-cultural anthropology developed in different forms in Europe and in the United States. European "social anthropologists" focused on observed social behaviors and on "social structure", that is, on relationships among social roles (e.g. husband and wife, or parent and child) and social institutions (e.g. religion, economy, and politics). American "cultural anthropologists" focused on the ways people expressed their view of themselves and their world, especially in symbolic forms (such as art and myths). These two approaches frequently converged (kinship, for example, and leadership function both as symbolic systems and as social institutions), and generally complemented one another. Today almost all socio-cultural anthropologists refer to the work of both sets of predecessors, and have an equal interest in what people do and in what people say.
A growing trend in anthropological research and analysis seems to be the use of multi-sited ethnography, discussed in George Marcus's article "Ethnography In/Of the World System: the Emergence of Multi-Sited Ethnography"]. Looking at culture as embedded in macro-constructions of a global social order, multi-sited ethnography uses traditional methodology in various locations both spatially and temporally. Through this methodology greater insight can be gained when examining the impact of world-systems on local and global communities. Also emerging in multi-sited ethnography are greater interdisciplinary approaches to fieldwork, bringing in methods from cultural studies, media studies, science and technology studies, and others. In multi-sited ethnography research tracks a subject across spatial and temporal boundaries. For example, a multi-sited ethnography may follow a "thing," such as a particular commodity, as it transfers through the networks of global capitalism. Multi-sited ethnography may also follow ethnic groups in diaspora, stories or rumours that appear in multiple locations and in multiple time periods, metaphors that appear in multiple ethnographic locations, or the biographies of individual people or groups as they move through space and time. It may also follow conflicts that transcend boundaries. Multi-sited ethnographies, such as Nancy Scheper-Hughes's ethnography of the international black market for the trade of human organs. In this research she follows organs as they transfer through various legal and illegal networks of capitalism, as well as the rumours and urban legends that circulate in impoverished communities about child kidnapping and organ theft.
Sociocultural anthropologists have increasingly turned their investigative eye on to "Western" culture. For example, Philippe Bourgois won the Margaret Mead Award in 1997 for In Search of Respect, a study of the entrepreneurs in a Harlem crack-den. Also growing more popular are ethnographies of professional communities, such as laboratory researchers, Wall Street investors, law firms, or IT computer employees