Introduction to Culture

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1. What are the common features of the mentioned Disney tales?

2. What are the significant differences among them?

3. Describe the language, dress, attitude, values of the story.

4. Provide major points about the concept of culture.

Basic Questions

CULTURE

INTRODUCTION TO CULTURE

Social Living and Global EducationGrad4

It is the complex whole which includes the knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by man as a member of society (Kottak, 2011).

It refers to the attitudes, values, beliefs, and ways of acting and interacting that characterized a social group (Kauchak and Eggen,1993).

What is Culture?

1. The overt/open/material/visible culture refers to clearly identifiable culture components such as:

Two Types of Culture

The language we speak

The food we eat

The clothes we wear

The music we listen to

The religion we worship

The philosophy we live by

and the social organization(s) which we belong.

Family

Political PartyPeer Group

2. The covert/hidden/non-material/ invisible culture refers to unconscious behavioral and perceptual patterns resulting from daily social learning such as:

Concept of Time

Attitudes and beliefs about learning

Views about schools and classrooms

Manner of communicating

What is cultural diversity?Culture diversity or Multiculture refers to difference in race, ethnicity, language, nationality, or religion among various groups within a community, organization, or nation.

Causes of Culturally-Rooted Conflicts

General Cause:

Culture Diversity Lack of Information Culture (Multiculture) & Culture Differences Conflicts

Conflict usually begins with a lack of information. Often, studentswho face conflict do not know enough about each other to solve the conflict. Misunderstandings, because of cultural differences, can increase the conflict. These differences can be described as opposing points of views which will result to an argument and may escalate tothreats or violence..

Open/Material Culture Hidden/Non-material Culture

CULTURAL SYMBOLS

Represent ideas/ symbols (SEMIOTICS)

Non-Verbal Gestures

Cultural Diversity – “Chevy Nova Award”

Dairy Association’s huge success with the campaign “Got Milk?” prompted them to expand advertising to Mexico

It was brought to their attention the Spanish translation read, “Are you lactating?”

Cultural Diversity – “Chevy Nova Award”

Clairol introduced the “Mist Stick”, a curling iron into Germany

Only to find out that “mist” is German slang for manure.

Cultural Diversity Chevy Nova Award

When Gerber started selling baby food in Africa, they used US packaging with the smiling baby on the label.

In Africa, companies routinely put pictures on labels of what’s inside, since many people can’t read.

Pepsi’s “Come Alive With the Pepsi Generation” in Chinese translated into “Pepsi Brings Your Ancestors Back From the Grave”

Coca-Cola’s name in China was first read as “Kekoukela”, meaning “Bite the wax tadpole” or “female horse stuffed with wax”, depending on the dialect.

Coke then researched 40,000 characters to find a phonetic equivalent “kokou kole”, translating into “happiness in the mouth.”

Coors put its slogan, "Turn It Loose," into Spanish, where it was read as "Suffer From Diarrhea.“

Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing sucks like an Electrolux."

An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope's visit. Instead of "I saw the Pope" (el Papa), the shirts read "I Saw the Potato" (la papa).

When American Airlines wanted to advertise its new leather first class seats in the Mexican market, it translated its "Fly In Leather" campaign literally, which meant "Fly Naked" (vuela en cuero) in Spanish.

Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.

Frank Perdue's chicken slogan, "It takes a strong man to make a tender chicken" was translated into Spanish as "it takes an aroused man to make a chicken affectionate“