Margaret Lantis. "Vernacular Culture" dans American Antrhopologist. New Series, Vol. 62, No. 2 (Apr., 1960), p. 202-216.

p. 202: Even the most urbanized people have an everyday culture, including everyday speech that is different from the literary language or from the language of straight news reporting. Why not call it "vernacular culture"? The more accurate and complete term is "the vernacular aspect or portion of the total culture," but if the concept is acceptable, the short form probably will be used. It expresses "native to ..." or common of a locality, region, or, by extension, of a trade or other group: the commonly used or spoken as distinct from the written" (Webster). The Latin does not seem to suggest traditional or primitive, but rather "of one's house," of the place. This is the connotation that we want: the culture-as-it-is-lived appropriate to well-defined places and situations.