Anthropologists have long been interested in how culture moves or grows from one place to another.
The spread of culture is known as cultural diffusion. An example of cultural diffusion is the
spread of agriculture from the Middle East to Europe and Asia a long time ago. Another more recent
example may be the spread of fast food restaurants from America to other areas of the world in the
late 20th century.
Cultural diffusion can be classified into four different types: expansion, relocation,
hierarchical, and contagious. In expansion diffusion, an idea or aspect of culture that starts in
one area spreads out to other areas. The idea remains in the original area and expands to others.
Relocation diffusion happens when ideas move from one area to another. The idea no longer remains
in the original location. When ideas or culture move from larger to smaller locations or
populations, this is called hierarchical diffusion. Finally, contagious diffusion occurs when ideas
or culture are spread from one person to another in the same culture.
Cultural diffusion can happen due to many reasons. For example, cultures that are located close to
each other tend to have more contact, which naturally results in a high rate of exchange of goods,
trade, and ideas. One example of cultural diffusion is between the United States and Canada as
both of these countries hold similar cultural values and ideas, likely due to their close
proximity to each other. Despite having different histories and government systems, people in
both countries consume similar media and share the same cultural references.
When one country conquers another and forces its ideas and values on its people, this is called
forced diffusion. An example of this is when Spain and Portugal conquered areas of Central and
South America in the 16th century. Priests from Europe made the natives become Catholics,
sometimes against their will. Also, many customs of the conquered natives were prohibited by
the Spanish and are now completely forgotten.
Indirect diffusion happens when ideas or culture is transmitted indirectly from one culture to
another. This is especially common these days as the Internet quickly and easily allows
indirect experience of another culture. An American in New York City, for example, may watch a
YouTube video about Japanese traditional food such as sushi and adopt it as part of his regular
diet. In another example, skateboarding in Africa may become more popular as a result of
people there watching videos of famous skateboarders in Los Angeles.