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Chapter 3 Culture 89 Norms and sanctions are relatively specific. The next major component
of culture—values—is much more general.
What are values? Values are broad ideas about what most people in a society consider to be desirable. Values are so general that they do not dic- tate precise ways of thinking, feeling, and behaving. Thus, different societies or different groups within the same society can have quite different norms based on the same value.
For instance, consider the norms used to express the value of freedom in America and in the former Soviet Union. Soviet leaders said their people were free because the leaders claimed to provide full employment, medical care, and education. Americans have different norms based on the value of freedom. These norms include the right to free speech and assembly, the right to engage in private enterprise, and the right to a representative gov- ernment. Identical values do not result in identical norms.
Why are values important? Values have a tremendous influence on human social behavior because they form the basis for norms. A society that values democracy will have norms ensuring personal freedom. A society that values human welfare will have norms providing for its most unfortunate members. A society that values hard work will have norms against laziness.
Values are also important because they are so general that they are involved in most aspects of daily life. In America, for example, the influence of the value of freedom goes beyond political life. The value of freedom affects how family relationships are conducted, how people are treated with- in the legal system, how organizations are run, and how people worship.
Values—The Basis for Norms
values
broad ideas about what is good or desirable shared by people in a society
Figure 3.4 The Norm Kite. If a society is to fly, it must have these basic elements of social structure. Sanctions (rewards and punish- ments) are needed to enforce norms (folkways, mores, laws). Guiding the Norm Kite are a society’s values, the basis for norms.
After winning the World Cup, members of the U.S. women’s soccer team became role mod- els for many girls. What strong cultural values do these young women demonstrate?