McGraw-Hill conducted extensive research to gain insight into students’ study behavior and instructor needs. We learned that students want visual appeal and content designed according to the way they learn, while instructors need a way to engage their students without compromising on high quality content. From this, we created the M Series (a series of magazine style textbooks).

CULTURE is the latest addition to the series. This new magazine style text for the Introduction to Cultural Anthropology course offers solid scholarly content and an engaging design that will captivate your students. Through memorable eye-catching pedagogical features, students develop a better understanding of the material and will retain a greater amount of course concepts. This book presents cultural anthropology in a way that is both captivating and relevant to today’s student at a price that they prefer.

More current, more portable, more captivating, plus a rigorous and innovative research foundation adds up to: more learning. When you meet students where they are, you can take them where you want them to be.

Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes.

In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world.

Rapaille’s breakthrough notion is that we acquire a silent system of codes as we grow up within our culture. These codes—the Culture Code—are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. What’s more, we can learn to crack the codes that guide our actions and achieve new understanding of why we do the things we do.

Rapaille has used the Culture Code to help Chrysler build the PT Cruiser—the most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folger’s coffee – one of the longest lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L’Oréal improve their bottom line at home and overseas. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us.

In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypes—ranging from sex to money to health to America itself—to give us “a new set of glasses” with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes.

Understanding the Codes gives us unprecedented freedom over our lives. It lets us do business in dramatically new ways. And it finally explains why people around the world really are different, and reveals the hidden clues to understanding us all.

Why do civilizations rise and fall?
What are the origins and purpose of art?
How does technology shape society?
Did culture direct human evolution?
Is the Internet an agent of democracy or dictatorships?

An immensely powerful but little-understood force that impacts society, art, politics, and even human biological development, culture is the very stage on which human experience plays out. But what is it, exactly? What are its rules and origins? In this fascinating volume, John Brockman, editor and publisher of Edge, presents short, accessible explorations of culture’s essential aspects, by today’s most influential scientists and thinkers.

Contributors and topics include

Jared Diamond on why societies collapse and how we can make better decisions to protect our own future • Denis Dutton on the origins of art Daniel C. Dennett on the evolution of cultures • Jaron Lanier on the ominous impact of the Internet • Nicholas Christakis on the structure and rules of social networks, both “real” and online • Clay Shirky and Evgeny Morozov on the new political reality of the digital era • Brian Eno on what cultures value Stewart Brand on the responsibilities of human power • Douglas Rushkoff on the next Renaissance • W. Daniel Hillis on the Net as a global “knowledge web”