Sometimes this jaded PR commentator really does have to hand it to some PR stories – they really do come out of left-field. Take this, for instance, from the Daily Mail and Express:
Owning a library card, watching subtitled films and being skilled in the use of chopsticks are among the traits which make us cultured
Owning a library card, watching sub-titled films and being skilled in the use of chopsticks are among the traits which make us cultured, according to a new survey.
Drinking ‘proper’ coffee, knowing the difference between cuts of meat and watching the Antiques Roadshow also set you apart from your less refined friends.
However, it seems you probably don’t have many of those: seven in 10 consider themselves to be ‘cultured’, although the majority admit to not knowing exactly what the term means.
Tell-take sign of a culture vulture
JUST by reading this newspaper you are showing that you are cultured, says a survey. You buy food from the “finer” store and know which wine would go best with the meal.
A study of 2,000 people found seven in 10 wish to be more “cultured” – although most admit to not knowing exactly what the term means.
Perhaps they should try reading a book before bed and be happy to watch the news rather than change channels as both are cited as signs of sophistication mentioned by respondents.
Clearly, culture is vitally important, and people these days just don’t have enough culture in their lives as they should have – right? So who might be behind this story? The British Tourism Board? An opera company? An art gallery? Not quite…
A spokesman for health drink Yakult, which commissioned the research, said: “It seems that perceptions of ‘culture’ can vary, but the one thing that almost everyone has in common is a desire to experience more of it.
Being cultured can simply be a case of showing interest in the world and experiencing new things. We can all benefit.”
That’s right – a yoghurt. Because yoghurt is a culture, isn’t it? That’s literally what’s going on here. Because yohhurt is a culture, the company behind Yakult decided to start a promotion giving 2-for-1 access to cultural venues. That’s dedication to a weak pun that even I can’t overly-criticise.