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 This page intentionally left blank kkoott1166998888__ffmm__ii--xxxxxxvvii__11..iinndddd PPaaggee iiiiii 11//1111//1100 1122::4455::5533 PPMM uusseerr--ff447700 //VVoolluummeess//220022//MMHHSSFF117744//kkoott1166998888//00007788111166998888//kkoott1166998888__ppaaggeeffiilleess Cultural Anthropology Appreciating Cultural Diversity kkoott1166998888__ffmm__ii--xxxxxxvvii__11..iinndddd PPaaggee iivv 11//2255//1100 44::0099::4400 PPMM uusseerr--ff447700 //VVoolluummeess//220022//MMHHSSFF117744//kkoott1166998888//00007788111166998888//kkoott1166998888__ppaaggeeffiilleess 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 v A o s l A kkoott1166998888__ffmm__ii--xxxxxxvvii__11..iinndddd PPaaggee vv 11//1111//1100 1122::4466::0077 PPMM uusseerr--ff447700 //VVoolluummeess//220022//MMHHSSFF117744//kkoott1166998888//00007788111166998888//kkoott1166998888__ppaaggeeffiilleess Cultural Anthropology Appreciating Cultural Diversity Fourteenth Edition Conrad Phillip Kottak University of Michigan TM kkoott1166998888__ffmm__ii--xxxxxxvvii__11..iinndddd PPaaggee vvii 11//2255//1100 44::0099::5544 PPMM uusseerr--ff447700 //VVoolluummeess//220022//MMHHSSFF117744//kkoott1166998888//00007788111166998888//kkoott1166998888__ppaaggeeffiilleess To my mother, Mariana Kottak Roberts TM Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY 10020. Copyright © 2011, 2009, 2008, 2006, 2004, 2002, 2000, 1997, 1994, 1991, 1987, 1982, 1978, 1974 by The McGraw-Hill Companies, Inc. All rights reserved. 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This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 DOW/DOW 9 8 7 6 5 4 3 2 1 0 ISBN: 978-0-07-811698-8 MHID: 0-07-811698-8 Vice President, Editorial: Michael Ryan Director, Editorial: Beth Mejia Sponsoring Editor: Gina Boedeker Director of Development: Rhona Robbin Developmental Editor: Emily Pecora Marketing Manager: Caroline McGillen Production Editor: Leslie Racanelli Manuscript Editor: Patricia Ohlenroth Design Manager: Cassandra Chu Interior Designer: Maureen McCutcheon Cover Designer: Cassandra Chu Map Preparations: Mapping Specialists Photo Research Coordinator: Nora Agbayani Photo Researcher: Barbara Salz Production Supervisor: Louis Swaim Media Project Manager: Jami Woy Composition: 9.5/11 Palatino by Aptara®, Inc. Printing: 45# New Era Matte by R. R. Donnelley & Sons Cover image: Guang Niu/Getty Images The credits for this book begin on page 421 and is considered an extension of the copyright page. 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. www.mhhe.com kkoott1166998888__ffmm__ii--xxxxxxvvii__11..iinndddd PPaaggee vviiii 11//1111//1100 1122::4466::1177 PPMM uusseerr--ff447700 //VVoolluummeess//220022//MMHHSSFF117744//kkoott1166998888//00007788111166998888//kkoott1166998888__ppaaggeeffiilleess 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 kkoott1166998888__ffmm__ii--xxxxxxvvii__11..iinndddd PPaaggee vviiiiii 11//1111//1100 77::1166::0044 AAMM uusseerr--ff447700 //VVoolluummeess//220022//MMHHSSFF117744//kkoott1166998888//00007788111166998888//kkoott1166998888__ppaaggeeffiilleess 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