Teaching International Awareness Without Teaching International Awareness Without Books, Face Time, Phones or ComputersBooks, Face Time, Phones or Computers

““The underlying activity involves the exchange of The underlying activity involves the exchange of student created metaphors for their own and othersstudent created metaphors for their own and others’’cultures where the exchange is facilitated by an cultures where the exchange is facilitated by an instructor who does the traveling.instructor who does the traveling.””

Two Parts to this Presentation:Two Parts to this Presentation:

I. Cultural Metaphors I. Cultural Metaphors –– Theory & MethodTheory & Method

What they areWhat they areHow to develop themHow to develop themExamplesExamples

II. Cultural Metaphors II. Cultural Metaphors –– ““TeachingTeaching”” International International AwarenessAwareness

CULTURAL METAPHORS CULTURAL METAPHORS –– WHAT THEY AREWHAT THEY ARE

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

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

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

CULTURAL METAPHORS CULTURAL METAPHORS –– HOW TO DEVELOPHOW TO DEVELOP

Identify the phenomena.Identify the phenomena.

Identify key characteristics.Identify key characteristics.

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

CULTURAL METAPHORS CULTURAL METAPHORS –– ITALIAN EXAMPLEITALIAN EXAMPLE

The Metaphor: Opera The Metaphor: Opera –– Italians invented opera Italians invented opera and love it passionately.and love it passionately.

Characteristics: Characteristics: overture, spectacle and overture, spectacle and pageantry, voice, externalization, interaction pageantry, voice, externalization, interaction between the lead singers and the chorus.between the lead singers and the chorus.

Business implicationsBusiness implications: expect long meetings : expect long meetings with lengthy with lengthy ““get acquaintedget acquainted”” time, expect flair, time, expect flair, expect expect ““on stageon stage”” selfself--presentation, note presentation, note distinction between leader and support staff.distinction between leader and support staff.

CULTURAL METAPHORS CULTURAL METAPHORS –– OTHER EXAMPLESOTHER EXAMPLES

Belgium LaceBelgium LaceFrance WineFrance WineGermany SymphonyGermany SymphonyLuxembourg Train StationLuxembourg Train StationNetherlands MazeNetherlands MazeDenmark FurnitureDenmark FurnitureIreland ConversationIreland ConversationUnited Kingdom The HouseUnited Kingdom The HouseGreece FriendshipGreece FriendshipPortugal BullfightPortugal BullfightSpain BullfightSpain BullfightAustria Home TownAustria Home TownFinland IceFinland IceSweden StugaSweden Stuga

CULTURAL METAPHORSCULTURAL METAPHORSApplication to Application to ““TeachingTeaching”” of International Awareness.*of International Awareness.*

The Setting:The Setting:

UNF Courses in European Business (2001 UNF Courses in European Business (2001 -- undergraduate) undergraduate) and Global Ethics (2004 and Global Ethics (2004 -- graduate) graduate)

University of Provence Courses in Applied LanguagesUniversity of Provence Courses in Applied Languages--Business (2001 Business (2001 –– undergraduate, 2004 undergraduate, 2004 –– graduate)graduate)

Three Events:Three Events:

Week One Week One –– At the U.S. UniversityAt the U.S. UniversityWeek Two Week Two –– At the French UniversityAt the French UniversityWeek Three Week Three –– At the U.S. UniversityAt the U.S. University

*See the Appendix of the handout (S.K. Paulson, *See the Appendix of the handout (S.K. Paulson, ““Teaching International Business Concepts Through the Exchange Teaching International Business Concepts Through the Exchange of Cultural Metaphorsof Cultural Metaphors”” Journal of Teaching in International Business, Vol 16, No 4, 2Journal of Teaching in International Business, Vol 16, No 4, 2005, 81005, 81--98).98).

Cultural Metaphors Developed by French and U.S. Students:Cultural Metaphors Developed by French and U.S. Students:Spring Semesters 2001 & 2004Spring Semesters 2001 & 2004

Metaphors for FranceDeveloped by

French Students

Metaphors for the United States Developed by

U.S. Students

Spring Semester 20011. Gastronomy2. High Fashion3. Medieval Castles4. The Eiffel Tower5. Facial Make Up

Spring Semester 20046. Authentic Wine7. The French Flag8. Gastronomy9. Open Air Market

10. High Speed Train

Spring Semester 20011. The Bald Eagle2. Team Sports3. Hollywood U.S.A.4. Orlando Florida5. Great White Shark

Spring Semester 20046. The Buffet Table7. Statue of Liberty8. Wall Street9. New York City

10. The Rules of Golf

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

Developed by U.S. StudentsDeveloped by U.S. Students

..OpinionatedOpinionatedArrogantArrogantCompetitive (with smiles)Competitive (with smiles)First Impressions CountFirst Impressions CountOur way is the Right WayOur way is the Right Way

Elements of the Facial MakeElements of the Facial Make--Up Up Metaphor for France as Metaphor for France as

Developed by French StudentsDeveloped by French Students

Beauty and TasteBeauty and TastePhysical PerfectionPhysical PerfectionFalse Intellect False Intellect PerfectionPerfectionIndividualistIndividualistEthnocentricEthnocentric

Elements of the Gastronomy Elements of the Gastronomy Metaphor for France as Developed Metaphor for France as Developed

by French Studentsby French Students

CreativityCreativityRefinedRefinedEpicurean Epicurean Sparkle (showSparkle (show--off)off)Tradition/historyTradition/history

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

Developed by U.S. StudentsDeveloped by U.S. Students

DiversityDiversityOverOver--consumeconsumeSelfSelf--serveserveLook out for #1Look out for #1Bigger is betterBigger is better

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