William Ogburn coined the term cultural lag to referto how a groupâs nonmaterial culture lags behind itschanging technology. With todayâs technological ad-vances in travel and communication, cultural diffusion is occurring rapidly. This leads to cultural leveling, whereby many groups are adopting Western culture inplace of their own customs. Much of the richness of theworldâs diverse cultures is being lost in the process. Pp. 54â55.