Professional Documents
Culture Documents
CIV1
CIV1
Freedom: the desire and the right of all individuals to control their own destiny without outside
interference from the government, a ruling noble class, church or other organized authority.
Cost: self-reliance: individuals must learn to rely on themselves or risk losing freedom
o In reality this meant achieving financial and emotional independence
Examples:
Equality of opportunity: each individual should have an equal chance for success (everyone should
have an equal chance to enter a race and win)
Cost: competition: a person must run the race in order to succeed, a lot of pressure from
childhood till retirement; encouraged by strong programs of competitive sports provided by
public schools and community groups
Material wealth: acquiring and maintaining a large number of material possessions is of great
importance, accepted measure of social status
Cost: hard work: necessary and rewarding for most Americans, not only seen as evidence of
people’s work but also abilities
Values associated with American Protestantism is the value of self-improvement and self-reliance
Example need for self-improvement: books that offer advice to people to quit smoking, lose
weight or have better relationships
Achievements of material success = most widely respected form of self-improvement
Never an encouragement for the idea of gaining wealth without hard work or self-discipline
Protestant work ethic or Puritan work ethic = belief in hard work and self-discipline in pursuit of
material gain and other goals
Volunteerism or humanitarianism = individuals make themselves better persons by contributing some
of their time or money to charitable, educational or religious causes that are designed to help others.
Religion shaped the American values:
Strengthened:
o Individual (religious) freedom
o Self-reliance (self-improvement)
o Hard work / self-discipline
BUT also other effects
o Volunteerism or humanitarianism
o Religious and cultural pluralism
QUIZ ANSWER: By a certain group of Americans, Trump is seen as embodying the traditional
American values
-Individual freedom, i.e. not following (social) rules e.g. not politically correct in what he says, going
against traditional customs
-Self-reliance e.g. against mandatory healthcare (should be a choice), against corona rules
-Competition --> he turns everything into a competition: ‘He is the best this and that.’
-Material wealth bankrupt twice, but back to billionaire
-Equality of opportunity?? --> describes himself as a self-made man BUT inherited a lot of money
from his father
-Hard work?? --> only half-full diary when president, often playing golf or going to holiday home in
Florida
These people consider Biden ‘weak’ (NOT an American hero) because he is a great believer in
cooperation/discussion/compromise/government support for corona, healthcare, climate change.
Frontier experience started when the first colonists settled on the east coast and ended when the last
western lands were settled
Native Americans were given small portions of land, called reservations.
How does the frontier heritage shape the values?
Provided a lot of examples of hard work
Competitive race for success
Individual freedom, self-reliance and equality of opportunity most closely associated
o Model of free individual -> has been idealized, basis for nostalgic
o Self-reliance and rugged individualist: free of rules, denied many society’s comfort
and conveniences -> evolved in classic American hero: rugged individualist (= man
who has been made physically tough and rugged by conditions of frontier life)
Two types:
Earlier frontier: main struggle was man against wilderness
Last phase of frontier: man against man
o Cattlemen and cowboys against farmers, native Americans
and each other for control of the remaining western lands
Traditions of law and order were not established yet, physical violence was
frequent -> frontier became known as the Wild West
American hero is a fighter, principal source of his heroism is physical powers
o Pure expression of the ideal of equality of opportunity: highest importance was
placed on what people could do in their own lifetime
Offered new beginnings
American macho heroes
Traditionally they had the common ability to demonstrate their strength through physical
violence: examples; terminator, Rambo, superman
Image has been criticized for overlooking many factors;;
o Image overstates the importance of complete self-reliance and understates the
importance of cooperation in building a new nation
o Traditionally masculine, it overlooked the importance of pioneer women and their
strength, hard work, resourcefulness and civilizing influence on the untamed frontier
o Emphasis on violence and use of guns to solve problems
Many young people have become desensitized to the sight of violence and killings
Legacy of frontier: american’s willingness to take the law into their own hands to protect
themselves and their families
Inventiveness and can-do spirit
Frontier respected the inventive American individual
o Need for self-reliance encouraged a spirit of inventiveness
Can-do spirit: willingness to experiment and invent
o Sense of optimism and source of pride and inspiration
Frontier provided space and conditions that helped strengthen the American ideals of individual
freedom, self-reliance and equality of opportunity
History of abundance
Abundance is a gift of nature; first settlers had an abundance of trees and animals and fertile farmland
Equal of opportunity: wealth and social status were not permanently determined at birth
In process of creating a land of abundance, Americans began judging themselves by materialistic
standards,, it was seen as a positive incentive to work hard and a reward for successful efforts
From producers to consumers
Emphasis on producing wealth and maintaining a high standard of living developed over a
period of time
Image change due to mass advertising
o One effect of advertising was that sponsor had control over the content of television
programs
o Another effect was that advertising techniques were so successful that over time they
began changing American’s attitudes, behaviours and beliefs
o Use of digital media has had a profound effect on advertising; changed emphasis
from mass advertising to target marketing
What American consumers like
Comfort: goes back to frontier where life was tough and there were very few comforts
cleanliness : puritan heritage; stressed the need to cleanse the body of dirt and all evil
tendencies
novelty: Americans love having new and different things, might by reinforced by their pride
and their inventiveness
convenience: all these save time to work
o curious paradox
so busy working to acquire comforts and conveniences that they were unable
to relax and enjoy leisure time
an abundance of technology
TV viewing audience has become more fragmented which means that advertisers must use
other ways to reach the buying public
o Product placement, extensive market research
With a loss of advertising revenue, organizations had to downsize, with the result that
American media has difficulty to get in depth coverage and analysis of news
An abundance of knowledge: Big Data
Big data: collected from many sources
Double-edge sword
o Positive: enables us to solve important problems and can bring many benefits to
humanity
o Negative: can overwhelm us and may cause us to make poor decisions
In order to be valued and useful, big data has to be managed
Crowdscience or citizenscience: a new way of processing data
Redefining American abundance
Always come from culture of abundance
Redefined as a powerful supply of ideas that can help bring solutions to problems of the
world
Americans believed their country was an ever-expanding pie, pie would continue to expand to provide
large pieces for everyone, there would always be enough pie for all
Caused americans to be optimistic with confidence that human problems could be solved
Characteristics of American business
How business competition reinforces other values
Business institutions are the heart of the American way of life
o Americans view business as being more firmly based on the ideal of competition
Competition protects freedom of the individual by ensuring that there is no monopoly of
power, free enterprise
Competition also strengthens the ideal of equality of opportunity; success and status go to the
swiftest person, regardless of social class
Value of hard work: one must work harder to be better and have success than others
Americans distrust the motives of businesspeople and they believe businesses need some
government regulation
Examples::
Gerrymandering