Cultures continually change because new items are added to material culture every day and in turn, meanings are assigned to them (non-material), which affects other cultural components. For example, a new technology, such as railroads or smartphones, might introduce new ways of traveling or communicating. New ideas, such as flash mobs or crowdfunding, enter a culture . Sociologists identify two broad categories of change as innovation (meaning new) and diffusion (to spread out). Material cultural change happens when new items are discovered or invented or enter a culture as a result of globalization. Innovation: Discovery and Invention An innovation refers to an object or concept’s initial appearance in society—it is innovative because it is new. Innovations are discovered or invented. Discoveries make known previously unknown but existing aspects of reality. In 1610, when Galileo looked through his telescope and discovered Saturn, the planet was already there, but until then, no one had known about it. When Christopher Columbus encountered Hispaniola, the island was, of course, already well known to its inhabitants. However, his discovery was new knowledge for Europeans, and it opened the way to changes in European culture, as well as to the cultures of the discovered lands. For example, new foods such as potatoes and tomatoes transformed the European diet, and horses brought from Europe changed hunting practices of Great Plains Native Americans. Inventions result when something new is formed from existing objects or concepts—when things are put together in an entirely new manner. In the late 1800s and early 1900s, electric appliances were invented at an astonishing pace. Cars, airplanes, vacuum cleaners, lamps, radios, telephones, and televisions were all new inventions. Inventions may shape a culture by replacing older ways of carrying out tasks, being integrated into current practices, or creating new activities. Their adoption reflects (and may shape) cultural values, and their use may introduce new norms and practices. Consider the rise of mobile phones. As more and more people began carrying these devices, phone conversations no longer were restricted to homes, offices, and phone booths. People on trains, in restaurants, and in other public places became annoyed by listening to one-sided conversations. New norms and behaviors were needed for cell phone use. Some people pushed for the idea that those who are out in the world should pay attention to their companions and surroundings. Fortunately, technology found a workaround: texting, which enables quiet communication surpassed phone conversations as the primary way to communicate anywhere, everywhere. When the pace of innovation increases, it can lead to generation gaps. Technological gadgets that catch on quickly with one generation are sometimes dismissed by an older generation that is skeptical or struggles to adopt them. The older generation might tune into a musician performing on public television while the younger generation prefers a livestream. A culture’s objects and ideas can cause not just generational but cultural gaps. Material culture tends to diffuse more quickly than nonmaterial culture; technology can spread through society in a matter of months, but it can take generations for the ideas and beliefs of society to change including methods for researching or learning information (e.g., library versus Internet search). Figure 3.9 Technology Adoption Lifecycle — Sociologist Everett Rogers (1962) developed a model of the diffusion of innovations. As consumers gradually adopt a new innovation, the item grows toward 100 percent usage, or complete saturation within a society. This graph is frequently used in business, sales, technology, and cultural innovations. It can be used to describe how quickly different groups adopt (or begin using) a new technology or a new slang word, but note it is just a framework: not every innovation follows this exact pattern, but it provides a good foundation for discussion and prediction. (Graph attribution: Copyright Rice University, OpenStax, under CC BY 4.0 license) Coined by sociologist William F. Ogburn (1957), the term culture lag refers to the time that passes between the introduction of a new item of material culture and its social acceptance. Culture lag can also cause tangible problems. The infrastructure of the U.S., built a hundred years ago or more, is having trouble supporting today’s more heavily populated and fast-paced life. Yet there is a lag in conceptualizing solutions to infrastructure problems. Municipalities struggle with traffic control, increased air pollution, and limited parking, which are all symptoms of culture lag. Although people are becoming aware of the consequences, overuse, or lack of resources, addressing these needs takes time. Diffusion and Globalization Another way material and nonmaterial culture crosses borders is through diffusion. Like a gas in a laboratory experiment, the item or idea spreads throughout. Diffusion relates to the process of the integration of cultures into the mainstream while globalization refers to the promotion and increase of interactions between different regions and populations around the globe resulting in the integration of markets and interdependence of nations fostered through trade. Ideas concepts, or artifacts are often diffused, or spread, to individuals and groups, resulting in new social practices. People might develop a new appreciation of Thai noodles or Italian gelato (ice cream). Access to television and the Internet has brought the lifestyles and values portrayed in U.S. sitcoms into homes around the globe and vice versa. Twitter feeds from public demonstrations in one nation have encouraged political protesters in other countries. When this kind of diffusion occurs, ideas from one culture are introduced into another, often before the associated material objects. The graph above displays when diffusion typically occurs, essentially driving an innovation to spread beyond its earliest adopters to the wider majority of people. Figure 3.10 Officially patented in 1893 as the “clasp locker” (left), the zipper did not diffuse through society for many decades. Today, it is immediately recognizable around the world. (Credit: (a) US Patent Office/Wikimedia Commons; (b) Rabensteiner/Wikimedia Commons).

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