Key Words- Studying Culture

Vocabulary
              Meaning
                 Example
Associate
(verb)
to compare or relate something to another thing
I always associate the surname Ronaldo with football.
Assumption
(noun)
a decision about something before all the facts are known
His assumption that customers preferred to buy the product online was wrong.
Custom
(noun)
an action that is a tradition of the culture
It is a custom in international business to shake hands before you start a meeting.
Desire
(verb/noun)
to want something / feeling of wanting something
He only desired a quiet life.
Fairness
(noun)
without favour or discrimination / impartial
Children have an inbuilt sense of fairness,
Ideology
(noun)
political belief
Communism was a popular ideology in the 20th Century.
Influence
(verb/noun)
to have an effect on something
Elvis was influenced by the black R&B performers of the early 1950s.
Innovation
(noun)
a new idea or technology
The 19th Century in Britain was an age of innovation.
Layer
(noun)
part of something, typically one of several, surrounding or laying on top of something
The wedding cake had four layers.
Maintain
(verb)
keep something in good condition or keep something going
He maintained good relationships with all his customers.
Metaphor
(noun)
a word, phrase or thought that poetically compares one thing to another
People dream in metaphors.
Morality
(noun)
the principle of what is right/wrong or good/bad
The morality of gun ownership is an important debate in America.
Motivation
(noun)
the reason for doing something
His motivation for selling the business was solely for the money.
Negotiate
(verb)
to try and find a solution through discussion
She managed to negotiate a salary increase for everybody in the team.
Perpetuate
(verb)
to make something continue
The political system perpetuates inequality.
Practices
(noun)
The things people usually do / that are normal to do
Two hundred years ago, in Britain, it was a common practice for children to work in factories.
Priority
(noun)
a thing that is given more importance
The safety of the staff is the top priority.
Reinforce
(verb)
to make something stronger or give it support
We need to reinforce the wall before it falls down.
Role
(noun)
the part of an actor / the responsibilities and functions performed by a person
The village doctor must take on a leadership role.
Superstition
(noun)
unjustified or excessive belief
Belief in witches was a common superstition in medieval Europe.
Surface
(noun)
The outer or uppermost part of something.
The surface of the water was very calm.
Values
(noun)
The things that are considered as important (closely linked with desire)
An important Western value is individuality.