Reaching across the Divide

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These days we see, hear, and read about divides—political, racial, religious, economic, etc.—all the ways we are different from each other. It often seems these differences are exploited and amplified to encourage disagreement and conflict. It is hard to combat the feeling that we are living in a time of strong opinions and large cultural differences. But there have been previous situations of large cultural divides and evidence that people have bridged those cultural gaps in wonderful ways.

On a recent trip to Astoria, Oregon, a small town on the northwest tip of the state where the Columbia River meets the Pacific Ocean, I was reminded of how the town’s history is unusually multicultural. Of course, the first inhabitants were native peoples who lived in the area for thousands of years prior to the first Europeans arriving in 1792. The explorers Lewis and Clark and members of their cross-continent expedition spent the winter of 1805-06 in the area. By 1850 the town had 250 inhabitants, a large city for the time, and by 1920 it boasted over 14,000 residents— the second largest city in Oregon.

Astoria was noted for being very cosmopolitan; timber and fishing brought immigrants from around the world including Finns, Swedes, Chinese, and East Indians, among others. In fact, the influence of the Finns was so strong that street signs were in English and Finnish—the only bilingual city in Oregon at the time.

I ran across a story from Oregon folklore that illustrates the influence of the Finns on Astoria. Like most such handed-down stories, one likes to think they are describing the original situation accurately.

“A 16-year old girl from Finland, who had traveled to the US to live with her grandparents in Astoria, arrived unmet at the RR station. Failing to see her grandparents and unable to speak English, she slumped down on the wooden platform of the depot and began to sob. Seeing her anguish, a Chinese passerby paused to ask what was wrong. Tearfully, she told him. “Where do your grandparents live?” he asked. She took from the pocket of her dress a slip of paper and gave it to the man. “I know where this house is at,” he said. “I will take you there.” And he picked up her suitcase.

As they walked, the girl asked, “How is it that you speak Finnish?” “In Astoria,” the Chinese good samaritan replied, “if you do not speak Finnish you had better move elsewhere.” [from: in search of Western Oregon, Ralph Friedman, 1990, p. 3]

I found this story delightful and a great illustration of life in early Astoria. And a wonderful example of making an effort to reach across the divide.

But what could a Cultural Detective see in this story? I could imagine the young woman exhibiting the Finnish value of Sisu (Perseverance) by making the trek by herself. And perhaps the Chinese value of Jia ting (Family) influenced the gentleman’s decision to help the young lady. And/or maybe, as an immigrant himself and a Blended Culture person, he recognized the challenges of landing in a strange place with no one to meet you. Contextuality (It all depends) is an important Blended Culture value.

Once the Cultural Detective way of viewing the world becomes a habit, you can apply it in all sorts of circumstances, past and present. Using a Cultural Detective approach to viewing history can inform us of the issues that both “sides” faced in any interaction. And remember that “history” can be that discussion you had with your co-worker last week!

In these times of deep divisions, it is useful to understand the underlying values that impact a situation in order to figure out a solution. Using the Cultural Detective Online provides immediate access to the values of over 60 cultures, providing a roadmap for discovery, offering clues and a process to sort out challenges and to build bridges across divisions. We don’t have to always agree, but as interculturalists, we should definitely do our best to understand one another.

Catalysts For Intercultural Conversations and Insights: Advertisements

Lipton tea Chinese flowersThis guest blog post is written by Joe Lurie, Executive Director Emeritus, University of California Berkeley’s International House.

Recently, I taught a course attended by Chinese and French students on the intercultural challenges of marketing across cultures. Midway through the course I asked students to select a print, web or YouTube ad describing how the following items reflected cultural preoccupations, values and behaviors in their cultures:

  • the product being promoted
  • the selection of words in the headers
  • the images and colors being used to reinforce the message

After analyzing the ad as a reflection of one’s culture, the student was to ask a fellow classmate from another culture why the ad would or would not work in their culture. In one example, a Chinese student demonstrated how Lipton tea is marketed in China. He noted that no tea bag was explicitly shown, as tea bags do not speak to the traditional way of preparing tea in China, and so not the best way to convince people to drink the Lipton product in China. Rather, the image was of green tea flowing from a cup on its side, producing green images in the style of Chinese paintings of mountains, fish and flowers, each with a particular symbolic value in Chinese culture. Lipton tea Chinese mountains The French student who was interviewed had no exposure to traditional Chinese painting and saw not lovely images, but rather incomprehensible splotches! He added that the ad would not work in France as tea drinkers are generally accustomed to black or brown teas.

Color in many other ads revealed the power and status implications of yellow in China, yet something to beware of in France where it often suggests infidelity. Below from a French student are two different ways that Volkswagon is promoted in China and France, reflecting a powerful individualistic/collectivistic contrast, and a terrific way for students to engage in a conversation of cultural discovery: Below you will find an ad for a cleaning sponge selected by a French student, revealing what the student felt is a preoccupation with sex—reflected in explicit and other seductive ways in many other ads for other products in France. Sexual suggestions, so graphically portrayed, would not, according to the Chinese students in my class, be acceptable in Chinese product promotions. And in a French ad for BMW, a man is  shown making love to the body of a woman whose face is in fact a BMW!

BaijuuA Chinese ad for a very strong 38% alcohol rice beverage portrayed a bottle whose shape was interpreted by the French as a perfume bottle, and so it would not be a convincing way of promoting an alcoholic beverage there.

The bold red color signifying affluence and status for the Chinese was seen as over the top by the French students, who noted a preference in the French aesthetic for far more nuanced, muted colors. This prompted a spirited conversation between the Chinese and French in which it was revealed that ads with very high alcoholic content are discouraged or banned in France, but visual ads for condoms were common there, though not generally acceptable in China. That conversation ended with a comparison of toasting custom—the French “drink and sip” vs the Chinese GAMBAY or “bottoms up”—ALL at ONCE!

Should readers of this blog try this approach in their intercultural classes and training sessions, I hope you will consider sharing the fun and insights here….

—Joe Lurie
Executive Director Emeritus at the University of California’s International House, Joe is currently a cross-cultural communications consultant, university instructor and Cultural Detective certified facilitator. Contact Joe via email or LinkedIn.

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Remember Mao Zedong’s wife, Madame Mao, who had an acting career in Shanghai before becoming China’s first lady? Looks like that may be happening again.

Read the story and watch a few clips.