Slow VS. Fast Culture
I recently stumbled upon Grant McCracken's framework of fast and slow culture.
According to McCracken...
Fast culture is "visible, vivid, obvious and fashionable." It's like ships on the ocean that you can see and count.
Slow culture "plays the country cousin, less interesting." It is everything below the surface.
Fast culture consists of food fads, fashion, nightlife, and the hottest Netflix shows. Slow culture consists of traditions, history, and values - the elements that create deeper parts of a culture (our cultural DNA).
The concept of fast and slow culture reminds me of the cultural iceberg framework we use in intercultural communication, with slow culture being akin to implicit (hidden) culture and fast culture akin to explicit (observable) culture.
Fast culture is the HOW (how our values and beliefs are reflected in society)
Slow culture is the WHY (what causes us to behave in a certain way)
Both make up culture. Both are important. However, the difference is that slow, implicit culture doesn't change much.
A lot of people say that the world is getting smaller; technology is bringing us closer together - and they are right. But I also hear some people say that there aren't many cultural differences anymore because of this globalization and connectedness. I disagree.
Social media has brought together people from all over the world, and we can all get a glimpse of how people live their lives in Tokyo, Santa Fe, Lyon, and Casablanca. But what we can't see through social media is that slow, hidden culture that's beneath the surface.
Avocado toast. I love it, and I'm not afraid to admit it. It's everywhere. It's popular in New York, Stockholm, and Seoul. Go on Instagram, and you will find photos of avocado toast from all corners of the globe. That is fast culture. People like avocado toast. It's trendy. Who can blame them? It's healthy and convenient.
So when people talk about globalization and technology and their effects on culture, they are talking about avocado toast. What isn't changing (or what some might argue is changing very slowly) are our values - what we think is right or wrong, what we believe in, how we prefer to communicate and build relationships. That's less like avocado toast and more like chicken soup. For centuries, chicken soup has been said to solve many a crises - colds, breakups, losing a job. It's the tried and true method of making us feel better. Our great-great-great-great grandparents have believed in it, and we believe in it today.
I think I just coined a new way to talk about culture. (Of course, knowing me, it would involve food) 😂.
Avocado Toast Culture vs. Chicken Soup Culture
Fast, above-the-surface culture (avocado toast) vs. Slow, beneath-the-surface culture (chicken soup).
Globalization and the connectedness of our world have added more dynamic cultures, more global citizens...but don't let that fool you. Avocado toast will likely be replaced by the next food craze in 5-10 years. Chicken soup is in for the long haul.
Contact me at hello@nicolebarile.com to learn more about working across cultures, or visit me here. #futureofglobalwork