Republic of the Philippines

UNIVERSITY OF ANTIQUE
Sibalom, Antique

COLLEGE OF ARTS AND SCIENCES

Module in COMM 5 (Communication, Media and Society)

Lesson 5: Culture and Cultural Periods

Starting Accurately (Introduction)

Culture is undeniably one thing that could explain the why’s and how’s of the beliefs and behavior of
people and the members of a community and the society in general.

In this lesson, you are expected to: (Learning Objectives)

Stimulating Learning (Motivation)

Ask yourself these questions:

Inculcating Concepts (Input/Lesson Proper)

What are the different definitions of ‘culture’?

➢ Culture was defined as the symbols, language, beliefs, values, and artifacts that are part of any
society. Hence, culture may be classified as material or nonmaterial. The first type, called nonmaterial
culture, includes the values, beliefs, symbols, and language that define a society. The second type,
called material culture, includes all the society’s physical objects, such as its tools and technology,
clothing, eating utensils, and means of transportation.

➢ Culture is the expressed and shared values, attitudes, beliefs, and practices of a social group,
organization, or institution.

➢ Culture can be viewed as the customs, arts and social interactions of a particular nation, people, or
other social group. It can also be defined as an appreciation of the arts and human intellectual
achievement.
➢ Culture is the learned, socially acquired traditions and lifestyles of the members of a society, including
their patterned, repetitive ways of thinking, feeling and acting ( Harris, 1983).

➢ Culture refers to forms through which people make sense of their lives ( Rosaldo, 1989).

➢ Culture may also refer to historically transmitted pattern of meanings embodied in symbolic forms by
means of which people communicate, perpetuate and develop their knowledge about and attitude
towards life ( Geertz as cited in Taylor, 1991).

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 What are the basic functions of culture?

Culture serves a purpose. It helps us categorize and classify our experiences. It helps define us, our
world and our place in it. Moreover, Culture may have limiting or liberating effects or dividing and uniting
effects. Because it is composed of both things (material culture) and thoughts (nonmaterial culture), it
provides guidelines for our behavior and practically for our everyday life.

What are the basic cultural periods?

If there are historical eras, there are also cultural periods. A cultural period is a time marked by a
particular way of understanding the world through culture and technology. Changes in cultural
periods are marked by fundamental changes in the way we perceive and understand the world.

1. Middle Ages - a marker for European history from the 5th to 15th century; technology and communication
were in the hands of authorities like the king and church who could dictate what was ‘true’
2. Renaissance – the era that followed the Middle Ages; turned to the scientific method as a means of reaching
truth through reason
3. The Modern Age – post-medieval era; marked by technological innovations, urbanization, scientific
discoveries, and globalization
4. Post –Modern Age – began during the 2nd half of the 20th century; marked by skepticism, self-consciousness,
celebration of difference, and the re appraisal of modern conventions

Some theorists, however, just divided the cultural period into two: the Modern Age and the Post-
Modern Age.

1. The Modern Age, or Modernity, is the post-medieval era marked in part by technological innovations,
urbanization, scientific discoveries, and globalization.

The Modern Age is generally split into two parts: the early and the late modern periods.
The early modern period began with Gutenberg’s invention of the movable type printing press in the late 15th
century and ended in the late 18th century. This period is also marked by rising literacy rates, which led to
educational reform. During the early modern period, transportation improved, politics became more

secularized, capitalism spread, nation-states grew more powerful, and information became more widely
accessible. Enlightenment ideals of reason, rationalism, and faith in scientific inquiry slowly began to replace
the previously dominant authorities of king and church.

Huge political, social, and economic changes marked the end of the 18th century and the beginning of
the late modern period. The Industrial Revolution, which began in England around 1750, combined with the
American Revolution in 1776 and the French Revolution in 1789, marked the beginning of massive changes in
the world. The French and American revolutions were inspired by a rejection of monarchy in favor of national
sovereignty and representative democracy. Democracy was well suited to the so-called Age of Reason, with its
ideals of individual rights and progress.

Though less political, the Industrial Revolution had equally far-reaching consequences. It did not merely
change the way goods were produced—it also fundamentally changed the economic, social, and cultural
framework of its time. The Industrial Revolution doesn’t have clear start or end dates. However, during the
19th century, several crucial inventions—the internal combustion engine, steam-powered ships, and railways,
among others—led to innovations in various industries. Steam power and machine tools increased production
dramatically.

But some of the biggest changes coming out of the Industrial Revolution were social in character. An
economy based on manufacturing instead of agriculture meant that more people moved to cities, where
techniques of mass production led people to value efficiency both in and out of the factory. Newly urbanized
factory laborers could no longer produce their own food, clothing, or supplies, and instead turned to consumer
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goods. Increased production led to increases in wealth, though income inequalities between classes also
started to grow.

These overwhelming changes affected (and were affected by) the media. The fusing of steam power and
the printing press enabled the explosive expansion of books and newspapers. Literacy rates rose, as did
support for public participation in politics. More and more people lived in the city, had an education, got their
news from the newspaper, spent their wages on consumer goods, and identified as citizens of an industrialized
nation. Urbanization, mass literacy, and new forms of mass media contributed to a sense of mass culture that
united people across regional, social, and cultural boundaries.

Modernity and the Modern Age, it should be noted, are distinct from (but related to) the cultural
movement of modernism. The Modern Era lasted from the end of the Middle Ages to the middle of the 20th
century; modernism, however, refers to the artistic movement of late 19th and early 20th centuries that arose
from the widespread changes that swept the world during that period. Most notably, modernism questioned
the limitations of traditional forms of art and culture. Modernist art was in part a reaction against the
Enlightenment’s certainty of progress and rationality. It celebrated subjectivity through abstraction,
experimentalism, surrealism, and sometimes pessimism or even nihilism. Prominent examples of modernist
works include James Joyce’s stream-of-consciousness novels, cubist paintings by Pablo Picasso, atonal
compositions by Claude Debussy, and absurdist plays by Luigi Pirandello.

2. The Postmodern Age

Modernism can also be seen as a transitional phase between the modern and postmodern eras. While
the exact definition and dates of the Postmodern Age are still being debated by cultural theorists and
philosophers, the general consensus is that the Postmodern Age began during the second half of the 20th
century and was marked by skepticism, self-consciousness, celebration of difference, and the reappraisal of
modern conventions.
The Modern Age took for granted scientific rationalism, the autonomous self, and the inevitability of
progress; the Postmodern Age questioned or dismissed many of these assumptions. If the Modern Age valued
order, reason, stability, and absolute truth, the Postmodern Age reveled in contingency, fragmentation, and
instability. The effect of technology on culture, the rise of the Internet, and the Cold War are all aspects that
led to the Postmodern Age.

The belief in objective truth that characterized the Modern Age is one of the major assumptions
overturned in the Postmodern Age. Postmodernists instead took their cues from Erwin Schrödinger, the
quantum physicist who famously devised a thought experiment in which a cat is placed inside a sealed box with
a small amount of radiation that may or may not kill it. While the box remains sealed, Schrödinger proclaimed,
the cat exists simultaneously in both states, dead and alive. Both potential states are equally true. Although the
thought experiment was devised to explore issues in quantum physics, it appealed to postmodernists in its
assertion of radical uncertainty. Rather than there being an absolute objective truth accessible by rational
experimentation, the status of reality was contingent and depended on the observer.

This value of the relative over the absolute found its literary equivalent in the movement of
deconstruction. While Victorian novelists took pains to make their books seem more realistic, postmodern
narratives distrusted professions of reality and constantly reminded readers of the artificial nature of the story
they were reading. The emphasis was not on the all-knowing author, but instead on the reader. For the
postmodernists, meaning was not injected into a work by its creator, but depended on the reader’s subjective
experience of the work. The poetry of Sylvia Plath and Allen Ginsberg exemplify this, as much of their work is
emotionally charged and designed to create a dialogue with the reader, oftentimes forcing the reader to
confront controversial issues such as mental illness or homosexuality.

Postmodernists also mistrusted the idea of originality and freely borrowed across cultures and genres.
William S. Burroughs gleefully proclaimed a sort of call to arms for his generation of writers in 1985: “Out of the
closets and into the museums, libraries, architectural monuments, concert halls, bookstores, recording studios
and film studios of the world. Everything belongs to the inspired and dedicated thief. The rejection of
traditional forms of art and expression embody the Postmodern Age.

From the early Modern Age through the Postmodern Age, people have experienced the world in vastly
different ways. Not only has technology rapidly become more complex, but culture itself has changed with the
times. When reading further, it’s important to remember that forms of media and culture are hallmarks of
different eras, and the different ways in which media are presented often tell us a lot about the culture and
times.
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 Using/Applying Knowledge (Application)

The post-modern cultural period began during the 2nd half of the 20th century. We are now in
the early part of the 21st century. With the present culture of the millennials and the growth of online industry,
what are your thoughts on the ‘digital age’ as a cultural period especially in the later part of the 21st century?
Share your reflection as a comment below in not more than 2 sentences.

Evaluating Understanding (Assessment)

Here is another task for you to accomplish. React to the definition of culture in the box below. Relate
the definition with the Filipinos’ Bayanihan spirit or the actions of the country or your LGU in the time of COVID
19 Pandemic. Your reaction paper should be 3 paragraphs only. Label your work as Test 1.

Culture is the expressed and shared values, attitudes, beliefs, and practices of a social
group, organization, or institution.