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Field Methods
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Measuring Cultural Consonance: Examples with Special Reference to Measurement Theory in Anthropology

William W. Dressler

University of Alabama

Camila D. Borges

University of São Paulo

Mauro C. Balieiro

Paulista University

José Ernesto dos Santos

University of São Paulo

A valid and reliable anthropological measurement must be culturally appropriate for a particular social setting. Justifying the appropriateness of a measurement often depends on the skill of the researcher in describing the ethnographic setting. This has resulted in valuable research, but it is difficult to systematize and lacks transparency. Here the authors present a measurement model for anthropology that links structured ethnographic methods—cultural domain analysis and cultural consensus analysis—to the assessment of individual behavior and personal beliefs. These procedures are illustrated with the concept of cultural consonance, or the degree to which an individual approximates in his or her own behavior or belief the shared cultural model in some domain. The concrete steps taken to develop measures of cultural consonance in four domains (lifestyle, social support, family life, and national characteristics) are described, and the reliability and validity of these measures are evaluated. This describes a measurement model for anthropology.

Key Words: cultural consonance • cultural consensus analysis • cultural models • measurement theory

Field Methods, Vol. 17, No. 4, 331-355 (2005)
DOI: 10.1177/1525822X05279899
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