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Understanding Global Cultures

This article explores the cultural metaphors surrounding bullfighting in Spain and Portugal, examining how these metaphors carry different meanings in each culture. It highlights the significance of understanding global cultures to interpret cultural practices accurately.

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Understanding Global Cultures

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  1. UnderstandingGlobal Cultures Spain

  2. Cultural Metaphors “Same Metaphor, Different Meanings” • Ch. 22 The Spanish Bullfight • Ch. 23 The Portuguese Bullfight

  3. Cultural Metaphors • Unit of analysis in the book = the nation or national culture • Other “units of analysis” may include: • one person (e.g., Paul Buffalo) • the family (e.g., Strodtbeck) • the community • a region • a culture

  4. Culture Counts and it counts quit a bit

  5. Geert Hofstede (1991) • IBM study demonstrated that national culture explained 50% of the differences in attitudes in IBM’s 53 countries (p. 5)

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