8Emotional Memory—the Culture Tattoo

Cultural legacies are powerful forces. They have deep roots and longlives. They persist, generation after generation, virtually intact, evenas the economic and social and demographic conditions that spawnedthem have vanished, and they play such a role in directing attitudes andbehavior that we cannot make sense of our world without them.

—MALCOLM GLADWELL

The Silhouette of Popular Culture

People are not yet talking about “culture strategy,” but they will, especially as popular culture has become the prevailing culture. This is why I suggest using anthropologists for ethnographies and historical reviews of categories—because they have symbolic and linguistic models and theories for the history of mankind broken ...

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