Vernacular culture

"We are dealing with the commonplace; yet "mores," "folkways," "customs" -all are somehow inadequate, first, because they fail to suggest any organizing principle; second, because their connotation is chiefly tradition, the past, even suggesting lack of present adaptation; third, (...) "custom" is a "common sense concept that has served as the matrix for the development of the concept of culture, and remains somewhat more connotive, subjective, and affect-laden." We need, therefore, a new term."

LANTIS, Margaret (1960). "Vernacular Culture", American Anthropologist, New Series, Vol. 62, No. 2, p. 202.