1_introduction to anthropology

7/30/2019 1_Introduction to Anthropology

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Are you as interested as I am in knowing how,

when, and where human life arose, what thefirst human societies and languages were like,

why cultures have evolved along diverse butoften remarkably convergent pathways, whydistinctions of rank came into being, and how

small bands and villages gave way tochiefdoms and chiefdoms to mighty states andempires?

--Marvin Harris, Our Kind

What is Anthropology?

What is Cultural Anthropology?

What is Culture?


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What is Anthropology?

The ________________ study of all of humankind around theworld and through time

From our evolutionary origins

To current worldwide diversity (biological and cultural)

All human groups

All aspects of humanitythe entire human experience

Comparisons with nonhuman primates

Anthropos

Logia

Aim to:


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What is the Goal of Anthropology?

The purpose of anthropology is to make the worldsafe for human differences ---Ruth Benedict

Advance understanding of ________________ How have groups/individuals have adapted to their

environments and given meaning to their lives

Through a ________________ approach Human culture and society

Human biology

Human vs. non-human primate

Focus on similarities and differences) _________________________________________


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Cultural Anthropology

Study of living and recenthuman societies and cultures

Societyan

Culture

How humans adapt to environment, give meaning to life

Firsthand accounts (through fieldwork) of life ways Comparisons of diverse cultural expressions

Understand various dimensions of human life

Analyze the causes & consequences of cultural change


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Of the relationship of language to

Linguistic Anthropology

Phonemes

Phonology

Syntax

Semantics

_________linguisticslanguages change over time

_______________ linguisticslanguage and social

henomena interact in and across cultures


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Study of

Relies on evidence (material culture)

to reconstruct past

What people made, how they lived,how they interacted

Artifactsany object made or

modified by human beings

(tools, clothing, food remains) Featureshard to move artifacts (burials, ruins, hearths)

_____________written records

__________ancient cultures that predate writing

Archaeology


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Study of

Human origins

Paleoanthropologystudy of the fossil record to

understand the process and products of human evolution_______________interconnections between

human biological variation and

physiology, anatomy, disease,

and demography

Biology and ecologys influenceon culture

Non-human primate species

Biological


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Applies techniques, knowledge, theory from

traditional 4 subfields for ________________________________________biological

techniques, knowledge in legal settingsor disaster conditions

__________________________

archaeological techniques,

knowledge to preserve/protect

May seek to bridge cultural & biological anthro Medicalfocus on health and disease

Bioculturalculture and evolution

Nutritionalfood, culture, biology, disease

A Fifth Subfield______ Anthropology


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Important Features

_______________________ Fuller understanding of sociocultural realities

Understanding of ramifications of policy change

______________________

See human problems in historical, economic, culturalcontexts

Short and long term issues

Regional expertise that many policy makers lack

________________________

_______________________

______________________

Cross cultural knowledge on and experience


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Serve as ___________________________

Involving cultural issues

Disaster or homicide (e.g. forensic anthropologist)

Develop ________________________________

Agricultural development programs

Medical services such as vaccination, safe water (e.g.

medical or nutritional anthropologist)

Develop or improve goods, services Bringing suitable educational, technological products to

developing country settings (e.g. industrial anthropologist)

_________________helping businesses understand local

cultural norms, behaviors

What do Applied Anthropologists do?


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Anthropological Approach _____________Approachlooking at all aspects of

humanity to understand any part Considers culture, history, language, biology essential to complete

understanding of human society

Drawing on all subdisciplines to answer questions

_________________Approachcompare features acrosscultures/individuals/households (unit of analysis) to findsimilarities and differences

_______________tendency to think that ones own

ways (culture, norms, behaviors) are normal and naturaland that others are inferior

Judging others from the perspective of ones own culture

Imposing ones own cultural, moral standards on people outside

ones culture


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But What do Anthropologists DO?

Anthropologists are careful observers of humans and their behavior

Maintain an intense curiosity about human behavior and ask Qs that are

relevant to understanding behavior, in light of current, past, and

environmental pressures.

Anthropology lends itself flexibly as a tool to refine whatever other

interests one brings to the higher-educational process. Anthropological study provides training particularly well suited to the

21st century.

The economy are increasingly international

Workforces and markets are increasingly diverse Participatory management and decision making are increasingly important

Excellent communication skills are required.

Anthropology is the only contemporary discipline that approaches

human questions from historical, biological, linguistic, and cultural

perspectives. (from www.aaanet.org)
http://www.aaanet.org/http://www.aaanet.org/


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Most professional anthropologists in have traditionally worked in

higher education (i.e. teaching and researching PhD required)

Since 1985, over half of all new PhDs in anthropology have taken non-academic positions

Currently 30% of PhDs in Anthropology work outside an academic

setting

Government organizations

Non-profits

Private sector (e.g. Microsoft, Intel, research)

Museums

NGOs (e.g. international health organizations, development banks)

program design & implementation

Governmentplanning, research, managerial

Corporationsmarket research (e.g. focus groups), usability studies,

cultural expert, program design


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What Sectors Employ

Anthropologists?


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So How Might You Apply your

Anthropological Training?

Career U. : Making College Relevant Consider the change captured in the annual survey by the University of

California, Los Angeles, of more than 400,000 incoming freshmen. In 1971, 37

percent responded that it was essential or very important to be very well-offfinancially, while 73 percent said the same about developing a meaningful

philosophy of life. In 2009, the values were nearly reversed: 78 percent

identified wealth as a goal, while 48 percent were after a meaningful

philosophy.

89 percent said they wanted more emphasis on the ability to effectively

communicate orally and in writing, 81 percent asked for better critical

thinking and analytical reasoning skills and 70 percent were looking for

the ability to innovate and be creative.


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But are there Jobs?

R&D 2.0: Fewer Engineers, More Anthropologists Recently GE made a big splash by announcing a $3

billion R&D investment over the next six years to

develop low-cost healthcare equipment targeted at

underserved populations who primarily live inemerging markets like India, Brazil, and South Africa.

to effectively identify and address the explicit and

unmet needs of the broader consumer base in

emerging markets, I believe MNCs must adopt a new

global innovation model. Let's call it global R&D 2.0.

http://blogs.harvardbusiness.org/radjou/2009/06/rd-20-

fewer-engineers-more-ant.html

E h hi R h A K S
http://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.htmlhttp://blogs.harvardbusiness.org/radjou/2009/06/rd-20-fewer-engineers-more-ant.html


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Ethnographic Research: A Key to Strategyhttp://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1

Corporate ethnography isnt just for innovation anymore. Its central

to gaining a full understanding of your customers and the businessitself. The ethnographic work at my company, Intel, and other firms

now informs functions such as strategy and long-range planning.

MIRROR, MIRROR; The Anthropologist Of Dressing Roomshttp://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-

dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1

Nobody feels a shopper's pain more acutely than Mr. Underhill, the

47-year-old founder of Envirosell, a market research company that

studies shopping habits*that+ applies the field-study methods of a

behavioral scientist.

Researchers, known as trackers, follow shoppers around stores,

recording their every twist and sidle, their every pat and fondle of

the merchandise.
http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://www.nytimes.com/1999/05/02/style/mirror-mirror-the-anthropologist-of-dressing-rooms.html?scp=1&sq=disney%20anthropologist&st=cse&emc=eta1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1http://hbr.org/2009/03/ethnographic-research-a-key-to-strategy/ar/1


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Breakthrough market discoveries often hide out in latent formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-

market-discoveries-often-hide-out-latent-form

Ethnographic MR is relatively new to marketers, yet is based on thescience of anthropology.

Using the anthropologist's tool kit of methods and theories,

ethnographers are giving corporations an inside look at the cultural

trends, attitudes, and lifestyle factors that influence consumerdecisions about everything

Ethnographic research was.somewhat mysterious andhad an

uphill battle at first. But during the last few years.ethnography has

been steadily gaining traction as a commercial MR tool.

Today, corporations (IBM, Microsoft, Intel, Pitney Bowes,P&G) have

in-house ethnographers

Advertising agencies use ethnographic techniques in developing

brand strategies for Home Depot and Talbots.
http://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-formhttp://www.examiner.com/business-commentary-in-washington-dc/breakthrough-market-discoveries-often-hide-out-latent-form

1_introduction to anthropology

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