cultural metaphors – what they are culture - a set of shared meanings identified by customs and...

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CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Metaphor - an object used to substitute for another in order to understand the other. Cultural metaphor - a method involving the identification of some phenomenon, activity or institution of a nation's culture that most of its members consider very important and with which they identify cognitively and/or emotionally which then becomes the basis for describing and understanding the essential features of the society (Gannon, 2004:7).

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Page 1: CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Culture - a set of shared meanings identified

CULTURAL METAPHORS – WHAT THEY ARE

Culture - a set of shared meanings identified by customs and artifacts.

Metaphor - an object used to substitute for another in order to understand the other.

Cultural metaphor - a method involving the identification of some phenomenon, activity or institution of a nation's culture that most of its members consider very important and with which they identify cognitively and/or emotionally which then becomes the basis for describing and understanding the essential features of the society (Gannon, 2004:7).

Page 2: CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Culture - a set of shared meanings identified

CULTURAL METAPHORS – HOW TO DEVELOP

Identify the phenomena.

Identify key characteristics.

Develop an understanding of the other culture (for business or another purpose).

Page 3: CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Culture - a set of shared meanings identified

CULTURAL METAPHORS – EXAMPLES

Belgium LaceGermany SymphonyLuxembourg Train StationNetherlands MazeDenmark FurnitureIreland ConversationUnited Kingdom The HouseGreece FriendshipPortugal BullfightSpain BullfightAustria Home TownFinland IceSweden Stuga

Page 4: CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Culture - a set of shared meanings identified

Cultural Metaphors Developed by French and U.S. Students:

Spring Semesters 2001 & 2004

Metaphors for FranceDeveloped by

French Students

Metaphors for the United States Developed by

U.S. Students

Spring Semester 2001 1. Gastronomy 2. High Fashion 3. Medieval Castles 4. The Eiffel Tower 5. Facial Make Up

Spring Semester 2004 6. Authentic Wine 7. The French Flag 8. Gastronomy 9. Open Air Market10. High Speed Train

Spring Semester 2001 1. The Bald Eagle 2. Team Sports 3. Hollywood U.S.A. 4. Orlando Florida 5. Great White

Shark

Spring Semester 2004 6. The Buffet Table 7. Statue of Liberty 8. Wall Street 9. New York City10. The Rules of Golf

Page 5: CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Culture - a set of shared meanings identified

Elements of the Hollywood Metaphor for the U.S. as

Developed by U.S. Students

.

Opinionated Arrogant Competitive (with

smiles) First Impressions

Count Our way is the Right

Way

Page 6: CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Culture - a set of shared meanings identified

Elements of the Facial Make-Up Metaphor for France as

Developed by French Students

Beauty and Taste Physical

Perfection False Intellect

Perfection Individualist Ethnocentric

Page 7: CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Culture - a set of shared meanings identified

Elements of the Gastronomy Metaphor for France as

Developed by French Students

Creativity Refined Epicurean Sparkle (show-

off) Tradition/history

Page 8: CULTURAL METAPHORS – WHAT THEY ARE Culture - a set of shared meanings identified by customs and artifacts. Culture - a set of shared meanings identified

Elements of the Buffet Table Metaphor for the U.S. as

Developed by U.S. Students Diversity

Over-consume

Self-serve Look out for #1

Bigger is better

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