Michael Wood

From “types of culture” to “poles of cultural phenomena”

Recent sociological theorizing on culture has made a distinction between “personal culture” and “public culture” (Cerulo 2018; Lizardo 2017; Patterson 2014; Wood et al. 2018). Precise usage of the concepts varies somewhat, but generally speaking, personal culture refers to culture stored in declarative and nondeclarative memory, and public culture refers to everything else “out there.” What is allowed to exist “out there” varies; stricter approaches restrict public culture to material objects and assemblages (Wood et al. 2018), while more open approaches refer to things like “institutions” or “public codes” as forms of public culture as well (Cerulo 2018; Lizardo 2017).

Theoretical distinctions about “personal” and “public” culture can take different forms. The common approach is to refer to distinct “types” of culture, such that the “personal” and “public” labels are used to refer to discrete things. An alternative is to distinguish “poles” of a given cultural phenomenon. Here, an observed phenomenon—such as symbolic meaning, a practice, or an institution—is understood as emerging from the relation between a person and the world. This latter approach, which I advocate here, opens up fruitful avenues of empirical research and gives new insight to theoretical dilemmas, such as the old “individual-vs-situation” chestnut.

Personal and public poles of symbolic meaning

Symbolic meaning emerges from a bipolar structure, pairing an external vehicle with semantic content to produce meaning (Lizardo 2016). Symbols have a “public” pole—the external vehicle— and a “personal” pole—the semantic content, stored in declarative memory. Because the meaning of the symbol relies on this bipolar structure, change in either pole affects the meaning produced. On the personal pole, this can be caused by routine human experiences, such as forgetting or gaining new experiences. On the public pole, this can be caused by changes in the material qualities of an object, such as plain old decay (McDonnell 2016).

Personal and public poles of practices

Though often overlooked, this same bipolar structure exists for practices as well. The “personal” pole consists of nondeclarative memory, such as procedural know-how, and the “public” pole consists of material “handles” that afford and/or activate the execution of know-how (Foster 2018:148). When a person is able to go about their world unproblematically, it is because of this “ontological complicity” (Fogle and Theiner 2018) between the personal and public poles of practice.

“The relationship to the social world is not the mechanical causality that is often assumed between a “milieu” and a consciousness, but rather a sort of ontological complicity. When the same history inhabits both habitus and habitat, both dispositions and position, the king and his court, the employer and his form, the bishop and his see, history in a sense communicates with itself, is reflected in its own image.” (Bourdieu 1981, p. 306)

To give an example, if you are like me, you think you know how to ride a bike. However, more precisely, you and I know how to ride bikes that respond to our bodies in particular ways. We can probably ride mountain bikes and road bikes and beach cruisers all the same, because these are all roughly equivalent. Pedal to go forward, and if you want to go right, turn the handlebars to the right. There might be small differences (single gears vs geared bikes, for instance), but the basic concept is the same for nearly all bikes. However, what if we encountered a bike that behaved inversely to our training? Some welders created a bike that did just that, and you can watch the results in this video:

The bike in the video has inverted steering, such that turning the handlebars to the right turns the front tire to the right, and vice versa. The result is that, despite all your experience riding bicycles, as the narrator boldly declares, “you cannot ride this bike.” It’s a fascinating video and worth watching. The point is that the successful execution of a practice relies on stability between personal and public poles—procedural memory and the material world.

Creating and maintaining stability between poles

Drawing out the bipolar continuities between symbolic meaning and practice, while acknowledging their grounding in distinct memory systems, allows for theoretical continuity in the way we think about how meanings and practices are formed, maintained, or updated. In a recent paper, Taylor, Stoltz, and McDonnell (2019) propose that whenever people encounter a new cultural object, the brain responds either by “indexicalizing” the object as an instantiation of a known type, or by “innovating” a new type. This process is known as neural binding, or “binding significance to form.” Taylor, Stoltz, and McDonnell limit their analysis to the bipolar structure of symbolic meaning, but the same process could be extended to understand how practices are maintained. When people encounter a new instrument, it either makes use of existing procedural memory, or instigates the development of new procedural memory. While the actual cognitive processes of neural binding would vary according to whether it is a matter of Type I or Type II learning (Lizardo et al. 2016:293–295), there is a homology when considering cognitive updating more generally as a result of the interplay between public and personal “poles” of cultural phenomena.

On the other end, people can also stabilize pairing between personal and public poles of meanings and practices by “making the world in their own image,” so to speak, for example, via sophisticated conservation practices in the case of meaning (Domínguez Rubio 2014), or changing our environment to better suit our abilities (or lack of abilities [1]), in the case of practice.

Rethinking individuals and situations

The “two poles” framework offers a new way of thinking about whether an observed practice is explained by an individual’s entrenched dispositions or the situation in which they are presently located [2]. Within the current framework, because a practice is understood as emerging from enculturated dispositions and a corresponding material arrangement (e.g. knowing how to ride a bike, and a “normal” bike), the question about situations becomes a question of the flexibility of the person-world relation. While certain practices may depend on very specific handles, others may be executed unproblematically with a wide range of material configurations [3]. Figuring out the limits of a given handle for a practice (e.g. “when does a bike become unrideable?”) is a productive empirical exercise [4].

Final thoughts

This conceptual move from “types” to “poles” has implications for the way we think about and study cultural phenomena. It suggests that any analysis of one pole in isolation is necessarily incomplete, or at least myopic. Institutions, practices, public codes, symbolic meaning—all of these emergent cultural phenomena emerge via a bipolar pairing between one or more forms of memory and the material world. They are neither “public culture” nor “personal culture,” but they do all have personal and public components. Thorough understanding demands attention to both.

[1] “I don’t know which fork you use for what, and I can’t tell a salad fork from a dessert fork, but I do know that one is supposed to start with the implements farthest from the plate and work inward. The environment is set up so that I can follow the arbitrary norms without actually knowing them” (Martin 2015:242)

[2] See Dustin’s blog post for more on this topic

[3] For example, see Martin (2015:236–242) on how people unproblematically figure out door-opening, no matter the situation.

[4] See Aliza Luft (2015) on an especially important application of this idea.

References

Cerulo, Karen A. 2018. “Scents and Sensibility: Olfaction, Sense-Making, and Meaning Attribution.” American Sociological Review 83(2):361–89.

Domínguez Rubio, Fernando. 2014. “Preserving the Unpreservable: Docile and Unruly Objects at MoMA.” Theory and Society 43(6):617–45.

Fogle, Nikolaus and Georg Theiner. 2018. “The ‘Ontological Complicity’ of Habitus and Field: Bourdieu as an Externalist.” in Socially Extended Epistemology, edited by J. Adam Carter, Andy Clark, Jesper Kallestrup, S. Orestis Palermos, and Duncan Pritchard.

Foster, Jacob G. 2018. “Culture and Computation: Steps to a Probably Approximately Correct Theory of Culture.” Poetics 68:144–54.

Lizardo, O. 2017. “Improving Cultural Analysis: Considering Personal Culture in Its Declarative and Nondeclarative Modes.” American Sociological Review.

Lizardo, Omar. 2016. “Cultural Symbols and Cultural Power.” Qualitative Sociology 39(2):199–204.

Lizardo, O., R. Mowry, B. Sepulvado, M. Taylor, D. Stoltz, and M. Wood. 2016. “What Are Dual Process Models? Implications for Cultural Analysis in Sociology.” Sociological.

Luft, Aliza. 2015. “Toward a Dynamic Theory of Action at the Micro Level of Genocide: Killing, Desistance, and Saving in 1994 Rwanda.” Sociological Theory 33(2):148–72.

Martin, John Levi. 2015. Thinking through Theory. WW Norton, Incorporated.

McDonnell, Terence E. 2016. Best Laid Plans: Cultural Entropy and the Unraveling of AIDS Media Campaigns. University of Chicago Press.

Patterson, Orlando. 2014. “Making Sense of Culture.” Annual Review of Sociology 40(1):1–30.

Taylor, Marshall A., Dustin S. Stoltz, and Terence E. McDonnell. 2019. “Binding Significance to Form: Cultural Objects, Neural Binding, and Cultural Change.” Poetics .

Wood, Michael Lee, Dustin S. Stoltz, Justin Van Ness, and Marshall A. Taylor. 2018. “Schemas and Frames.” Sociological Theory 36(3):244–61.

Identifying Cultural Variation in Thinking

What does it mean to identify cultural variation in thought? Sociologists routinely identify differences in the way people think or reason about things (e.g., Young 2004), but what does it mean to think differently, and how are differences identified? In this post, I introduce a way of thinking about this question that moves beyond traditional “frame-like” concepts.

The Frame Approach to Thinking about Thinking

Frame-like concepts are often used to denote different ways of thinking, referring to monolithic cognitive objects— “mental fences” (Zerubavel 1997:37)—which “filter” (Small 2004:70) cognition by “[highlighting] certain facts while [excluding] others (Fligstein, Brundage, and Schultz 2017:881).” Frame-like concepts are treated both as durable ways of thinking (Zerubavel 1997) and situationally-variable frames of thought (Goffman 1974), but in either case, they are generally interpreted as mutually exclusive categories, with only one active at any given time.

Frame-like concepts are intuitive but also bring important challenges and limitations. First, frame-like concepts denote differences in thought without explaining what it means to think differently. Frame theory is not so much a theory of how people think as much as an assertion that people think differently. Because of this, frame analysis often lies on shaky ground empirically, with analysts intuiting differences without objective criteria. Person A is said to think about Y using a different frame than Person B because the analyst intuits that their thinking is different. This sounds bad, but is it really? How hard can it be to evaluate differences in thought?

Suppose that we asked two professors for their thoughts about a certain graduate student. The first says “she’s turning out lots of ideas,” and the second says “she’s had a mental breakdown.” These statements are obviously different, yet they are nonetheless instantiations of the same conceptual metaphor—THE MIND IS A MACHINE—identified by Lakoff and Johnson (1999:247). Statements which appear different, even opposite, on the surface may actually be evidence of identical thinking.

And yet, those teachers’ statements are different, which leads to a second major limitation of frame-like concepts—the assumption of monolithicity. Frame-like concepts treat thinking as a unitary process which either is or isn’t the same across persons. More accurately, thinking is a complex cascade of neural activations, such that thinking could be both similar and different across persons, in different ways. For example, persons with different positions on a moral issue and different vocabularies of justification may nonetheless share certain “background” assumptions about the meaning of morality (Abend 2014).

Regarding frame-like concepts, Turner (2018:33–34) notes:

Cognitive science exposes the inadequacy of many of the clichéd extensions of common sense talk about mind used in social theory and elsewhere, notably notions that are useful for interpretation, such as “frame” ideas. Either these can be given an interpretation in terms of actual cognitive mechanisms or they need to be discarded and replaced.

In the next section, I outline an alternative approach for analyzing variation in thought that begins by considering the different cognitive associations responsible for producing observed responses. The primary advantage of this approach is it allows for sameness and difference to coexist in different forms and at different degrees of schematicity. In this way, differences are not established with all-or-nothing catch-all codes like “frames,” but located to particular associations which may have their own distinct causal histories. More generally, this entails rethinking thought as the activation of cascades of associations rather than single “frames.”

Beyond Frames

Moving beyond frame analysis requires a different theory of thinking. When researchers ask participants to perform some cognitive task, they are directing participants to create a response, rather than requesting the delivery of fully-formed ideas:

Our data don’t tell us about the static organization of others’ minds—they tell us about a potentiality that others have that can be used to accomplish certain tasks in certain environments. But that’s fine, since that’s what a mind is—it’s a set of potentialities, and not a cluster of statements, and our questions are tasks that can, if properly designed, evoke these potentials… People don’t necessarily have ready-made opinions. Instead, they often have an inchoate mass of ideas; the question you ask creates a task that requires the respondent to marshal her faculties and thoughts (Martin 2017:78).

These tasks may be understood as evoking bundles of associations. Some associations belong to the general task itself (such as categorization), and others belong to the domain in question (such as “sexuality”). The analytic approach I propose consists of identifying these different associations and observing the similarity or difference for each. Here I identify three kinds of associations common to interviewing tasks—schemas associated with the general task, objects associated with the domain, and object qualities associated with the domain—and discuss each. I use Brekhus’s (1996) findings on sexual identity as a case study.

Brekhus (1996) finds that Americans mark sexual identity along six dimensions: (1) quantity of sex, (2) timing of sex, (3) level of perceived enjoyment, (4) degree of consent, (5) orientation, and (6) the social value of the agents. Brekhus (1997) is primarily interested in identifying general dimensions of sexual identity and understanding the process by which these are constructed, but suppose we are interested in variation in thinking about sexual identities? To this end, we can identify the different kinds of associations activated when marking sexual identities.

Brekhus’s six dimensions of sexual identity are specific combinations of schemas, objects, and object qualities. Each of these three things may vary independently of the others, though they may be associated to a certain extent.

1. Schemas associated with the task

Marking sexual identity is a common kind of task, in that all marking entails assigning an object to a category. In terms of cognitive linguistics, this involves the activation of the CONTAINER image schema (Boot and Pecher 2011). Whether we are talking about identities, classification (Bowker and Star 2000), or boundaries (Lamont and Molnár 2002), we are referring to the same general schematic process—putting things in containers. At this level, we would expect no variation.

The task of marking sexual identity (and classification more generally) may simply involve putting someone within a container (e.g. “gay”), but it may also involve putting someone on a SCALE (Johnson 1987:122). For example, Brekhus notes that sexual identities are marked by quantity, degree of consent, level of perceived enjoyment, the timing of sex, and social value of the agents. Each of these is an instantiation of the SCALE schema. Thus, we may observe variation in the marking of sexual identity based on differences in the schema associated with the task. This variation is not the result of possessing or lacking SCALE and CONTAINER schemas, which are universal but result from a habitual association between a schema and the thing being marked (Casasanto 2017).

2. Objects associated with the domain

Brekhus’s (1996) dimensions of sexuality focus on three kinds of objects: the agent (e.g. their age, history, and social value), the agent’s partner (e.g. their gender relative to the agent), and the interactions between them (e.g. the duration of their relationship and degree of consent). Marking sexual identity may vary in by focusing on one or more of these objects rather than the other, but for this domain, these are the primary objects. If we were talking about some other domain of identity, the associated objects might be different.

3. Object qualities associated with the domain

Brekhus’s (1996) dimensions of sexual identity are based on specific qualities of the different associated objects. For example, an agent’s identity is marked based on how much they enjoy sex, or how much sex they’ve had. There is more room for variation here, and we can imagine even other potential object-qualities. For example, sexual identity could be marked based on the LOCATION of sex, whether it happens in the bedroom, or in a public space (e.g. “exhibitionist”). LOCATION, in this case, is a quality of the people engaging in sexual acts (“a person in this kind of space”).

Additionally, we can imagine new object-qualities by applying the SCALE schema in new places. For example, Brekhus discusses orientation in terms of CONTAINERS—what kind of person or thing you are attracted to—but orientation can also be marked in terms of quantity—how many kinds of persons are you attracted to? (e.g. pansexual). Similarly, sexual identity could be marked not only by the kind of partner in the relationship but the number of partners in the relationship (e.g. polyamorous).

Concluding Remarks

Taken together, this short exercise suggests the following:

Thinking tasks, like marking identities, activate multiple kinds of associations which may be analyzed as distinct processes working together.
Similarity and difference in thinking may occur in different ways (e.g. at the level of schemas, objects, and object qualities).
Similarity and difference may coexist. Responses that appear different may nonetheless be manifestations of the same basic structure (e.g. all instantiated by the same schemas and focusing on the same objects).
Cognitive difference may be established either by introducing new associations from other domains or recombining associations in new or different ways.

In addition to pinpointing where there is more or less similarity in thought, analyzing thinking in this way opens new questions for analysis. For example, If certain schemas are dominant for a certain task, why, and to what extent does this vary across persons? Why are certain schemas, such as SCALE, more commonly associated with certain objects over others? How does a person’s individual experience influence which bundles of associations are activated when ascribing sexual identities? The takeaway is that thinking does not happen via filtering frames, but the activation of multiple associations working together, and that by recognizing this fact and incorporating it into the analysis, we get a better understanding of culture and thinking and are better prepared to think about how thinking varies across persons, times, and situations.

References

Abend, Gabriel. 2014. The Moral Background: An Inquiry into the History of Business Ethics. Princeton University Press.

Boot, Inge and Diane Pecher. 2011. “Representation of Categories: Metaphorical Use of the Container Schema.” Experimental Psychology 58(2):162.

Bowker, Geoffrey C. and Susan Leigh Star. 2000. Sorting Things Out: Classification and Its Consequences. MIT Press.

Brekhus, Wayne. 1996. “Social Marking and the Mental Coloring of Identity: Sexual Identity Construction and Maintenance in the United States.” Sociological Forum 11(3):497–522.

Casasanto, Daniel. 2017. “The Hierarchical Structure of Mental Metaphors.” Metaphor: Embodied Cognition and Discourse 46–61.

Fligstein, Neil, Jonah Stuart Brundage, and Michael Schultz. 2017. “Seeing Like the Fed: Culture, Cognition, and Framing in the Failure to Anticipate the Financial Crisis of 2008.” American Sociological Review 82(5):879–909.

Goffman, Erving. 1974. Frame Analysis: An Essay on the Organization of Experience. Harvard University Press.

Johnson, Mark. 1987. The Body in the Mind: The Bodily Basis of Meaning, Imagination, and Reason. University of Chicago Press.

Lakoff, George and Mark Johnson. 1999. Philosophy In The Flesh. Basic Books.

Lamont, Michèle and Virág Molnár. 2002. “The Study of Boundaries in the Social Sciences.” Annual Review of Sociology 28(1):167–95.

Martin, John Levi. 2017. Thinking Through Methods: A Social Science Primer. University of Chicago Press.

Small, Mario Luis. 2004. Villa Victoria: The Transformation of Social Capital in a Boston Barrio. University of Chicago Press.

Young, Alford. 2004. “The Minds of Marginalized Black Men: Making Sense of Mobility.” Opportunity and Future Life Chances 23.

Zerubavel, Eviatar. 1997. “Social Mindscapes: An Introduction to Cognitive Sociology.” Cambrdge, MA. : Harvard University Press. 連結.

What’s Cultural About Analogical Mapping?

Analogical mapping is a cognitive process whereby a particular target is understood by analogizing from a particular source. For example, Lakoff and Johnson (1999) have observed that people often reason about love metaphorically as a journey. In a previous post I discussed some experimental evidence supporting the claim that activating a particular metaphor over another may be consequential for reasoning by encouraging certain outcomes over others (for an excellent review of this literature, see Thibodeau et al. (2017)). For a cultural sociologist, these findings may well be interesting but may seem somewhat esoteric. In this post, I make the case that analogical mapping (this term is used interchangeably with “conceptual metaphor”) is an inherently cultural phenomenon relevant for cultural analysis.

Analogical mapping is cultural in at least two senses. First, analogical mapping is cultural because knowledge of sources is learned. While many sources may be universal or near-universal because they are learned through universal experiences, others may be more idiosyncratic. For example, in this clip from Cloudy With A Chance of Meatballs, sardine fisherman Tim Lockwood tries to comfort his young son with a fishing metaphor, with poor results.

The uneven distribution of source domain knowledge opens important questions for cultural analysis. For example, how do analogical mappings from rare or privileged sources affect the formation, perpetuation, or dissolution of interpersonal ties? Does analogical mapping sometimes facilitate group solidarity and boundary-making? In the sitcom Brooklyn 99, for example, the police captain Raymond Holt becomes familiar with the sitcom Sex and the City in order to quickly win the trust of a certain aficionado of the series. When meeting this person, Holt casually discloses, “I’m such a Samantha,” conveying a wealth of information about himself to his interlocutor and instantly creating rapport. In such cases, metaphorical usage may convey worlds of meaning because the chosen source domain suggests certain background experiences.

via GIPHY

Cultural analysts might also investigate if/how the uneven distribution of source domain knowledge contributes to inequality. It is possible, for example, that there are certain metaphors whose meaning is clear among certain classes because of a shared familiarity with the source domain, but which might be obscure to those in other classes. If these metaphors are located at crucial points, they could be consequential for the meting out of rewards.

Second, analogical mapping is cultural because the mapping of a particular source to a particular target is learned, such that a person may be predisposed to a particular source-target mapping over another when a particular situation arises. These metaphorical predispositions can have far-reaching consequences. For example, Johnson (1987) argues that a medical revolution was brought about by changing the metaphor used for thinking about the body. The old metaphor, which he calls THE BODY IS A MACHINE, structured medical diagnosis and practice through its various entailments. If the body is a machine, then “the body consists of distinct, though interconnected parts… breakdowns occur at specific points or junctures in the mechanism… diagnosis requires that we locate these malfunctioning units” and “repair (treatment) may involve replacement, mending, alteration of parts, and so forth.” Johnson elaborates: “The key point in all of this is that the BODY AS MACHINE metaphor was not merely an isolated belief; rather, it was a massive experiential structuring that involved values, interests, goals, practices, and theorizing. What we see is that such metaphorical structurings of experience have very definite systematically related entailments” (p. 130).

The key cultural revolution in medical practice entailed developing a new metaphor, which Johnson calls THE BODY IS A HOMEOSTATIC ORGANISM. The medical researcher Hans Selye developed this new metaphor in response to the machine model’s inability to explain why different stressors triggered the same bodily reaction. Following the old model, symptoms were specific and traceable to particular breakdowns, and treatment entailed localized repairing of the faulty part(s). Within the HOMEOSTATIC metaphor, however, disease was understood as “not just suffering, but a fight to maintain the homeostatic balance of our tissues, despite damage” (p. 134). For more examples of shared mappings and their consequences, see Shore (1996) on foundational schemas.

Recognition of these two cultural dimensions of analogical mapping leads to an important theoretical observation: cultural variation can result from mapping universal building blocks (i.e. universally shared knowledge of sources) differentially to particular targets. There is a difference between not being able to understand a metaphor because you are not familiar with the source, and finding a novel metaphor surprising or unusual, but perfectly understandable. Much of what may count as cultural variation in conceptual thought may result from different mappings from the same universal stock of sources (i.e. image schemas), rather than differential mapping rooted in idiosyncratic, group-specific sources. It is an empirical question, but we need not assume that because people are using different sources, they are indecipherable to one another.

In sum, analogical mapping is not just a cognitive process; it is inescapably cultural. Source knowledge and source-target mappings are socially learned, and because of this, we have reason to believe that in at least some cases, analogical mapping is consequential for the organization of social life.

References

Johnson, Mark. 1987. The Body in the Mind: The Bodily Basis of Meaning, Imagination, and Reason. University of Chicago Press.

Lakoff, George and Mark Johnson. 1999. Philosophy In The Flesh. Basic Books.

Shore, Bradd. 1996. Culture in Mind: Cognition, Culture, and the Problem of Meaning. Oxford University Press.

Thibodeau, Paul H., Rose K. Hendricks, and Lera Boroditsky. 2017. “How Linguistic Metaphor Scaffolds Reasoning.” Trends in Cognitive Sciences 21(11):852–63.