Cultural factors constitute yet another source of social change. Cultural factors consist of our values, and beliefs, ideas and ideologies, morals and manners, customs and traditions and various institutions. Not only social values direct social changes but they themselves are subject to change. Ideas and ideals, ideologies and philosophies are inherently changeful.
They change with time, and in turn, initiate change in the social order. In some periods ideas of liberty, equality and democracy may be found, in some others, ideas of strict discipline and centralised order may be observed, and still in some other period’s religious orthodoxy or religious non-conformity may prevail.
There is an intimate connection between our beliefs and institutions, our valuations and social relationships. Certainly cultural change involves social change (in so far as it affects human relations) as the social and cultural changes are closely related. “What people think, in short, determines in every measure…what they do and what they want”— Robert Bierstedt.
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Culture gives speed and direction to the social change. Actually, the field of social change is limited in comparison with the field of cultural change. Our ways of behaving, living, thinking and acting are very much influenced by the changes in social values. These changes in social values are no doubt influenced, if not determined by the technological factors.
Culture is not something static. No culture ever remains constant. It may undergo change due to immigration, foreign invasion, international trade and contacts, exchange of cultural delegations, conquest of one nation by another, foreign rule, etc.
Further changeability is inherent in culture. Culture not merely responds to the outside influences, but it itself is a force directing social change. It creates itself or develops by itself. It is men who plan, strive and act.
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Culture gives cues and directions to social behaviour. Men are beset with stresses and strains for which the past offers no guidelines. New ideologies cause significant changes in the models of group life. It is said that ‘ideologies rule the world’.
The social philosophy of Marxism, for example has swept one-third of the world. Hinduism, Buddhism and Christianity, too wielded great influence on the social institutions. ‘No culture ever remains constant and no culture ever develops in isolation.’