Cultural scholars unpack and highlight social processes that often go unnoticed by individuals and communities because they appear to be natural and normal. Scholars demystify these influences that guide the realities of people's lives by making the invisible visible. Sociologists studying culture call attention to these often unchallenged structures and seek to move knowledge of society beyond the stereotypes and perceived normative behavior. Examples of this may be in uncovering and showcasing differences in cultural frames and practices across time and cultures. By analyzing what are assumed to be "normal" cultural processes and drawing attention to less visible assumptions and social forces, scholars challenge taken-for-granted cultural scripts that can be problematic for individuals and communities in society.
Examples of this are the work of Jean Kilbourn who called our attention to the unrealistic portrayal of women's bodies in the media and the contribution of Jackson Katz who showcased the normative behavior of viewing men as "tough guys," explaining their bad behavior as "boys will be boys," and highlighted the implications for addressing men's violence against women. There are many other examples of scholars examining what appears to be normal to help demystify underlying assumptions. These include examinations of consumerism in society, analyzing of cultural traditions such as weddings and baby-showers, assessing media messages in magazines for men and women, and studies of cultural framing of policy debates in newspapers.
For a fascinating take on how blind we can be to the fact that what is "normal" is socially defined, check out an episode from Season 1 of the Twilight Zone ("The Eye of the Beholder")
Examples of this are the work of Jean Kilbourn who called our attention to the unrealistic portrayal of women's bodies in the media and the contribution of Jackson Katz who showcased the normative behavior of viewing men as "tough guys," explaining their bad behavior as "boys will be boys," and highlighted the implications for addressing men's violence against women. There are many other examples of scholars examining what appears to be normal to help demystify underlying assumptions. These include examinations of consumerism in society, analyzing of cultural traditions such as weddings and baby-showers, assessing media messages in magazines for men and women, and studies of cultural framing of policy debates in newspapers.
For a fascinating take on how blind we can be to the fact that what is "normal" is socially defined, check out an episode from Season 1 of the Twilight Zone ("The Eye of the Beholder")
