Sociocultural anthropology is the study of contemporary living human societies. It is based on the concept of "culture" as both a form of human adaptation to the environment, and a set of beliefs, practices and concepts that regulates human behavior and thought. While historically, sociocultural anthropologists studied primarily the cultures and societies of colonized peoples, since the mid-20th century, the focus of the discipline has shifted to include all contemporary human societies. Sociocultural anthropologists make a living in a number of different fields, depending on their area of specialization; these include higher education, public policy, museums, national and state parks, and private industry, where they can help conduct marketing research and consumer behavior studies.Today, sociocultural anthropologists study a wide range of human cultures and subcultures. Typically, this is done through fieldwork and participant observation: living with a particular cultural group for an extended period of time, participating in their cultural activities, and engaging in a formal study of some aspect of these activities and behaviors.
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