Language and culture

#7 Material culture
Material culture affects the level of demand, the quality and types of products demanded, and their functional features, as well as the means of production of these goods and their distribution.
#8 Social institutions
Social Institutions include social organization, education, and political structures that are concerned with the ways in which people relate to one another, organize their activities to live in harmony with one another, teach acceptable behavior to succeeding generations, and govern themselves. The positions of men and women in society, the family, social classes, group behavior, age groups and how societies define decency and civility are interpreted differently within every culture.
#9 Aesthetics
Closely interwoven with the effect of people and the universe on a culture are its aesthetics, that is, its arts, folklore, music, drama, and dance. Aesthetics are of particular interest to the marketer because of their role in interpreting the symbolic meanings of various methods of artistic expression, color, and standards of beauty in each culture. Customers everywhere respond to images, myths, and metaphors that help them define their personal and national identities and relationships within a context of culture and product benefits. The uniqueness of a culture can be spotted quickly in symbols having distinct meanings. For instance, in some cultures some colors cannot be used as they carry negative meaning or the standards of Korean beauty differs from ours that it seems to us a little bit weird (not for girls XD).
2. What is culture from your point of view?
Culture is a knowledge created and improved by a set of people for perceiving, interpreting, expressing and responding to the social realities around them.
Whenever I hear a word “culture” of any nation the following things come to my mind: their language, history, food, national clothes, behavior, beliefs, values, customs and traditions, habits, music, dance, art, norms, religion and so on, that is everything what tells about that very nation.
3. What is the relationship between culture and language?
It is known, that language and culture are interlinked and we cannot learn one of them without having a clear understanding of the other. At the same time language is connected with all spheres of human-life, and understanding of the culture plays an important role in learning a language.
4. How language can shape culture?
Language plays a vital role in our life as it helps people to interact with each other. However, if there is no language it means we can lose a part of our culture that can be shared only by interacting to each other with a help of a language. For example, we won’t be able to show our culture in a conversation, if we don’t have the language. Every nation uses different words to express various feelings towards a person with whom we had a talk. What is more, by communicating with people from all parts of the world we share our culture, get an information about new culture, and also we can in some way improve our culture.

Task 3. Find the translation of the words below. Try to analyze them.

1. Task Culture or Athena culture - культура задачи
Task Culture refers all the values, ethics and behaviors an organization tries to inculcate in employees’ minds to create a unique social and psychological environment in which every worker tends to collaborate with others and focus on reaching common goals and objectives. It is a type of corporate culture that makes employees work together towards success of collaborative projects through performing shared tasks and jobs.
2. Innovative/ Entrepreneurial Culture – культура новаторства/ предпринимательства
An entrepreneurial culture within an organization means having a culture that cultivates behaviors & values and a system that fosters creativity and innovation.
3. Role Culture – ролевая культура или культура роли
Role culture is a business and management structural concept in which all individuals are assigned a specific role or roles.
4. Risk Averse Culture – культура, нацеленная на предотвращение риска
A risk-averse culture is when an organization takes on the mindset of avoiding risks in all aspects of business, when possible. At a whole, we tend to look at risk aversion positively, as avoiding risk is the safe option.

5. Competitive culture – культура конкуренции

A competitive culture promotes separation into competitive “units,” which then builds rebellion between “losers” and “winners.” It also leads to fear or shame of future poor performance, and blame when individuals feel they must justify their “loss” or lack of performance. None of this fosters widespread long-term engagement.
6. Positive Culture – благоприятная/ позитивная культура
Without a positive corporate culture, many employees will struggle to find the real value in their work, and this leads to a variety of negative consequences for your bottom line. Positive corporate cultures help employees feel and perform their best at work.
7. Bureaucratic Culture – бюрократическая культура
A bureaucratic culture is a hierarchical and formal organization that has several levels where tasks, authority and responsibilities are delegated between departments, offices or people.
8. Negative culture – негативная культура
A culture made from suspected matter that fails to reveal the suspected organism.
9. Power culture – культура власти
In an organization with a power culture, power is held by just a few individuals whose influence spreads throughout the organization. There are few rules and regulations in a power culture. What those with power decide is what happens. Employees are generally judged by what they achieve rather than how they do things or how they act.

10. Peron Culture – культура Перона

Peronism rejects both capitalism and communism. Peronism supports corporatism and thus aims to mediate tensions between the classes of society, with the state responsible for negotiating compromise in conflicts between managers and workers.
11. Customer Driven Culture – культура, ориентированная на нужды потребителя
It is impossible to design a customer-driven culture without employee buy-in and empowerment, and this means getting support from the top down and reorganizing organizational priorities. Much like the customer journey is now driven by marketing, the experience an organization delivers to its customers will always be a reflection of its culture.