IMPLICIT CULTURE-THE DARK SIDE OF THE MOON"Culture is not an exotic notion studied by a select group of anthropologists in the South Seas. It is a mold in which we are all cast, and it controls our daily lives in many unsuspected ways" (Hall 1959:30),manyof which are"out-ofawareness" and therefore beyond the conscious control of the individual. What is outside of awareness is implicit, in contrast with the explicit and easily observable behavior readily described by thousands of anthropological studies. Implicit culture has been here all the time, like the dark side of the moon, but we have had neither the interest nor the research capabilities for its exploration. The concept of implicit culture refers to the psychological dispositions, perceptions, and motivations which are shared by people with similar backgrounds and experiences and which lend organization and direction to overt behavior. Its powerful influence and the hidden nature of this influence make the study of implicit culture particularly exciting and demanding.In a somewhat oversimplified way, we venture to say that if even a fraction of the influence anthropologists attribute to culture were to be taken seriously, every scholar and institution concerned with contemporary human problems would recognize the need for knowing human psychocultural dispositions. (Of course, they would have to rely, faute de mzewc, on what cultural anthropology offers.) Obviously, this is not the case at present, not because anthropologists are wrong about the power of cultural forces or because these forces do not impinge on various domains of life, but because these forces are hidden (subconscious). Thus, it would appear that the ethnographic description of cultures is not an end but an important part of the larger task of discovery and description of both implicit and explicit culture. Now that observable behavior in many cultures has been described, the way is open for a new approach-the investigation of the factors that underlie and determine that behavior. Such a reorientation seems promising if only because of the virtually unlimited role that psychocultural dispositions play in all domains of human life and interpersonal or intergroup relations, from family to government.Many factors have discouraged behavioral scientists from undertaking studies of implicit culture. Some of these factors are: the tendency to underestimate the extent to which we share basic views, perspectives, and priorities with other members of our own culture; the tendency to assume that observable differences in physical appearance (e.g., skin pigmentation) or living conditions (e.g., rich, poor) within our own culture are indicators of major differences in world views; and the tendency to underestimate the depth and scope of differences in world views between people of different cultures. The consequences of these tendencies are frequently additive in undesirable ways.