5.b.5 – How does culture spread?

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July 5, 2010 — Riccardo Sabellotti - Giacinto Sabellotti

How does culture spread?

To ensure that new ideas can be used, it is often necessary to spread them, so that they are shared with the community. A third core activity in the management of culture is its spread, both among adults and to the younger generation; this typically involves many individuals, even thousands, and then we must face the problem of the organization.
The first channel we consider is that natural of speaking by mouth among friends and acquaintances: through it everyone can present to others the results of his management, or his personal selection of topics and evaluations. At this point the others must only repeat the operation, or assess the importance of the subject, and the credibility of the person who spoke and his sources, and spread the message to others; here is a first example of human coral. The matter is in fact just doing what everyone already does but with a little more technique, in order to filter only the most reliable opinions, knowledge and information. This technique cannot be applied during an interview, because this is a moment of leisure and entertainment and not a work commitment that requires quiet and concentration. The choice of subjects and their assessments are to be done alone, with calm and lucidity, and later the opportunity will be taken, between a chat and the other, to express our opinion with competence. This channel appears to be easy to use only for very short discussions on any subject, it is not efficient for speeches that require more time than a brief chat.
A system in some respects similar to the above is the teaching that parents impart to their children by talking or playing with them: it is also in this case a direct transmission of culture and custom in which each parent transmits the education that considers appropriate to the children, just like everyone says what he wants to his friends. In this case, however, this is not a peer diffusion, the roles are markedly different: parents teach and children learn. Moreover, children do not repeat the operation until they are adults and will have children in their turn; the cycle is extremely slow and dissemination is limited to the family and the community.
However, in this case is even easier to apply our principles of cultural management as we all generally feel on our shoulders a great responsibility when we try to educate children and pay much attention to it. Unlike when we talk with friends, in this case it will be natural to use the best management techniques we know, taking care of what to say and how to say it. Also in this case, however, it is necessary a preparatory work in advance because otherwise instinctively we would uncritically imitate the behavior of our parents, even copying their mistakes or outdated traditions.

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