The Global Context

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Culture in a Global Context 1

Lecture Objectives

Appreciate the complexities of operating in a multi-cultural Global Environment Develop an understanding of the elements and the role of culture within the Global Environment

Introduction
There are no foreign lands. It is the traveller only who is foreign.
(The Silverado Squatters (1888) Robert Louis Stevenson (1850 1894))

Culture Defined
That complex whole which includes knowledge, belief, art, morals, law, customs, and any other capabilities and habits acquired by man as a member of society.
E.B. Taylor (1871)

Culture Defined
Culture consists of patterns, explicit and implicit, of and for behaviour acquired and transmitted by symbols, constituting the distinctive achievement of human groups, including their embodiement in artefacts; the essential core culture consists of traditional (ie historically derived and selected) ideas and especially their attached values; culture systems, may on one hand, be considered as products of action, on the other as conditioning elements of further action.
Kroeber & Kluckholn (1952, p181)

Relevance of Culture

To Communicate To Anticipate To Distinguish To Identify

Elements of the Cultural Environment

Language & Communication

Translation and/or reverse translation Problems faced when conveying a message in another language, or even the same language!

Language & Communication

Come alive with the Pepsi generation.

Pepsi brings your ancestors back to life.

Language & Communication

WANG Computers came up with a new slogan to signal their customer focus strategy

WANG CARES

Language & Communication

Parker Pens translated the slogan for its ink : Avoid embarrassment - Use Quink. into Spanish as :Evite Embarazos - Use Quink

Avoid Pregnancy - Use Quink.

Language & Communication

Starbucks early morning Latte breaks In Germany???

Latte is a well known word for an erection

Language & Communication

Problems when establishing a Brand!

Language & Communication

Ford Pinto in Mexico

Small Penis

Language & Communication

Ikea Fartfull

Language & Communication

Problems when launching a web site?

Language & Communication

The Italian battery charger manufacturer Powergen launched itself on the web as:

www.powergenitalia.com

Language & Communication

Did you know theres a saloon and caf on the corner of Main Street in Wilsonville, Oregon, and its web address is:

http://www.wankerscorner.com

Attitudes to Time

Monochronic - Time is Money

Germany

Polychronic - Time is an endless rolling cycle

Italy

Education 5 Major functions

Instrumental Education Affiliative Education Political Education Mythopoetic Education Religious Education

Aesthetics

Art Folklore Music Drama Myth Legends Sculpture Architecture

Religion

Social Institutions

Attitudes to Authority Attitudes to Others Attitudes to managing oneself Attitudes to Nature Attitudes to Business Practices Attitudes to Material Culture and Technology

Any Questions ?