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In the global world, cultural issues relating to the subject of English as Foreign Language (EFL) have become important. This is especially the case when considering the EFL curriculum for Chinese Primary Education. Many writers have addressed the nature of curriculum design as knowledge and cultural reproduction, but usually in the North American and European literature. This research takes these debates and relocates them in the context of China as it enters a new market economy, embedded in its own version of ‘internationalism’. The 2001 national curriculum marked the beginning of China’s educational reform. From a reading of this literature, two main questions emerged: 1) what cultural values are transmitted through EFL textbooks for Chinese Primary Education?; 2) how do curriculum-making processes impact upon textbook production? The findings provide an important insight into knowledge and cultural reproduction in Chinese Education, especially in the subject of EFL. Two volumes of EFL textbooks, which were used in primary schools, were selected to examine the delivery of cultural values. Based on these initial findings, the researcher conducted a series of interviews and focus groups in order to trace the process of textbook production and curriculum creation. Participants included educational administrators in the Ministry of Education in China, curriculum designers, textbook editors from both Chinese and foreign publishers as well as classroom teachers. Research findings suggest that, the production of EFL textbooks should be recognised as a part of curriculum-making processes in the context of Chinese Primary Education. The ‘textbook’ can be seen as the ‘official’ interpretation of the Chinese culture. Indeed, the EFL curriculum is recognized as a vehicle for moral education by policy makers and educators. EFL textbooks include many moral messages promoting expected behaviour in contemporary China – ‘diligence, independence, respect and obedience, patriotism and collectivism’. The processes of generating this ‘production’ have spaces for less ‘official’ and more ‘hidden’ curriculum messages. Indeed, ‘lacunae’ – hidden spaces – in EFL curriculum design and textbook production have been identified. Various key players are involved in the curriculum-making process, including the State, its agencies, and intellectuals. However, instead of being a straight top-down structure led by the political elites, the strict control of the State over curriculum policy-making is finely nuanced. In fact, it was found that the practices of curriculum-making involve a complicated State-intellectuals partnership. Further, it is mainly the culture of the intellectual group which is reproduced through the EFL subject in Chinese Primary Education. Textbook editors and censors, inherently part of the intellectual elites, and key players in the curriculum designing process, rely heavily upon their own version of ‘common sense’. This thesis therefore concludes that the ‘hidden spaces’ through which curriculum design, development and delivery take place, generate a more nuanced understanding of Chinese cultural reproduction, than has previously been thought.

Master of Science / Department of Journalism and Mass Communications / Curtis B. Matthews / China’s society has been changing since 1979, when the open-door policy was implemented. Many great events in politics, economy and culture have brought lots of diversities to the Chinese younger generation who were born after 1979. These diversities have led to a cultural value change from collectivism to individualism among this generation (Cao, 2009; Sun & Wang, 2010; Moore, 2005). Cultivation analysis theory may be appropriate to explain this phenomenon as the open-door policy allowed American and European TV programs and other media products come into China. Effective advertising should cater to its audience in order to effectively persuade them to purchase its merchandise or service (Zhang & Harwood, 2004; Chang, 2006). If the cultural value of the Chinese younger generation has changed, it may be reflected in the commercial content of successful advertisers. This research conducted a content analysis of Chinese commercials, comparing the commercial contents in recent years to approximately ten years ago. It examined if the individualistic factors were more frequently showed in the commercials in recent years than approximately ten years ago, with the consideration to merchandise type and production place. Research results exhibited an increase of individualism revealing in Chinese commercials from approximately 2006 to 2016.

The aim of this research is to consider family as a kin network of exchange and to show that manhood and fatherhood is a cultural value transacted within this network. It attempts to also show that such value is variably negotiated as identity is performed in relation to ideological constructs of space. To do this, the physical and ideological space to which kin belong is explored as a cultural borderland, suggesting that men/fathers are able to exceed bounded constructs of identity while also being subject to them. In particular, I try to illuminate some of the dynamics that impact on men’s/fathers’ negotiation of discursive codes of intra-cultural sameness and difference to be valued not only as men/fathers, but as good at being men/fathers. Within this context, some of the symbols of identity that enable a man/father to be good at being a man/father are considered. The ethnography highlights the ways in which men/fathers are able to access and mediate symbolic resources, showing how these processes impact on their positioning on a continuum of self and worth. In this regard, performances of providing in relation to performances of the social and genetic imbrications of kinship constitute a key focus.

When launching brand extension strategies globally, It is very important for today’s brand marketers to understand the differences in those countries with high cultural diversity such as South Africa,. This research intends to investigate the role that a consumer’s cultural value plays in evaluating brand extensions, in the context of the cultural dimension of individualismcollectivism, in order to close the theoretical gap in this area.This research is quantitative and causal in nature, and used an experimental factorial design in the conduct of the research. Triandis’ scales were used in the questionnaire design, and 161 MBA students participated in the experiment at GIBS. The research results disprove that cultural values play a role in evaluating brand extensions, and there was insufficient evidence to prove that individualists differ from collectivists in evaluating brand extensions. Nevertheless, the research results found that there are some positive interaction effects between the product category relatedness and product involvement in the process of brand extension evaluations. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

This work primarily examines the management of wet-preserved archaeological sites in England, through an exploration of value and analysis of current management approaches. The aim is to explore whether the current policy frameworks, in particular the role of preservation in situ, can provide a sustainable future for wet-preserved archaeological sites. This work further seeks to conceptualise the modelling of sustainability, preservation and management decision making in wetland archaeological sites. Looking at the last 40 year of wetland research through the work of the large-scale wetland survey projects, this work initially considers the current understanding of wet archaeological sites in England. It also examines aspects of heritage management through the legislative and policy frameworks and their legacy. This work considers the implications that legislative and policy positions have for the management of wetland archaeological sites and examines the theoretical concepts that underpin them. This includes exploring reflective management, the development of research frameworks, and scoring mechanisms for the designation of sites. It also looks at broader constructs of value through the concepts of cultural and economic values. Three existing archaeological sites, a ringwork at Borough Fen near Peterborough, a marsh fort at Sutton Common near Doncaster and a triple post-alignment near Beccles, will be presented as case studies. These sites serve as examples of how the management of sites has been approached. The results of the case study analysis are used to develop a series of conceptual models looking firstly at sustainability and preservation in situ, and, secondly at preservation, value and decision making. The study concludes that the presumption in favour of preservation in situ can be challenging for wet preserved archaeological sites. Deterioration of the preservation environment can in some cases produce a similar decline in significance. Preservation in situ may therefore not be the most appropriate option for archaeological sites in wetlands.

Nous nous focalisons dans cette recherche sur les consommateurs chinois qui vivent à l'étranger (en Europe et aux Etats-Unis), pour analyser dans quelle mesure les valeurs et les comportements des consommateurs chinois vis-à-vis des produits et des services de luxe peuvent être modifiés à la suite de leurs contacts avec les cultures européennes (française et allemande) et la culture américaine ; elle vise également à identifier le rôle que les valeurs traditionnelles chinoises jouent dans ce contexte. Les résultats sont présentés dans trois essais distincts. Dans le premier essai, l'influence de la culture française et de la culture allemande sur la consommation des produits de luxe des Chinois est identifiée en interviewant un groupe de 22 consommateurs chinois qui vit en Europe. Dans le deuxième essai, nous nous efforçons de développer et de valider une échelle de mesure des perceptions des valeurs du luxe en Chine et aux Etats-Unis. La conceptualisation transculturelle de ce construit des valeurs du luxe est également étudiée, en utilisant deux échantillons d'étudiants (Chinois et Américains), et deux échantillons de consommateurs adultes chinois (qui vivent en Chine et aux Etats-Unis). Dans le troisième essai, avec les mêmes échantillons que ceux du deuxième essai, nous visons à clarifier comment les Chinois qui vivent aux Etats-Unis modifient leurs valeurs et leurs comportements pour se conformer aux nouvelles normes de la consommation des produits et des services de luxe. Après des analyses, nous conclussions que les consommateurs immigrés se comportent parfois comme les caméléons pour se fondre dans les normes culturelles du consommateur du pays d'accueil. / In this research we focus on the Chinese consumers living in the West (Europe and U.S.), exploring how European cultures (French and German) and American culture influence their luxury consumption values and behaviors, and meanwhile seek to identify the role of Chinese cultural values within this context. These results are presented in three essays. The first essay focuses on exploring the influence of French and German cultures on European-Chinese consumers' luxury consumption, by analyzing 22 qualitative interviews carried out with the Chinese consumers living in Europe. The second essay seeks to develop and validate a scale measuring luxury value perceptions in China and in the United States, and to assess the cross-cultural conceptualization of this luxury value construct, using two student samples (Chinese n=92 & Americans n=92) and two Chinese adult samples (in China n=255 & in the U.S. n=217). Using the same samples as the second essay, we further investigates in the third essay that, the extent to which immigrant Chinese consumers would change in order to comply with the new cultural consensus in luxury consumption. A series of analyses suggest a conclusion that immigrant consumers tend to acquire the prevailing consensus of the host culture, and behave like chameleons, blending into the surrounding environment.

Thesis (M. A. (Anthropology)) --University of Limpopo, 2016. / The baobab tree (Adansonia digitata), with more than 300 cultural and ethnobotanical uses in Africa has been identified as one of the most important savanna trees to be conserved, domesticated and valorised on the continent. A decline in baobab populations due to overexploitation could have a significant negative effect on African livelihoods. Therefore, it is important to determine potential strategies for the conservation of this tree species. The study aimed to explore the cultural significance and ethnobotanical use, as well as conservation of baobab trees by the Sagole community in the Vhembe District of the Limpopo Province, South Africa. Furthermore, the conservation efforts of this community and the provincial government were also elucidated. In the Sagole community 40 local community members, aged 20 years and older, were selected via convenience sampling. A semi-structured questionnaire was employed to collect information on the cultural significance of baobab trees to members of this community. Research questions focussed specifically on identifying folk taxonomy, the transfer of species-specific information to younger generations, and cultural taboos pertaining to the baobab. It has been discovered that young people of Sagole are not well versed in the cultural value pertaining to baobabs. Furthermore, members of the community and the village head (chief) have limited knowledge related to taboos associated with this species. Thus, when individuals transgressed a taboo related to this tree species there is no formal punishment. Sagole community members use baobab trees for various purposes such as food and medicine. The species is used medically to cure various ailments. Most inhabitants in the community harvest this tree. The most common plant parts harvested for cultural use are the fruits, bark, roots and leaves. However, community members have limited knowledge about the taboos related to harvesting of this majestic tree.

La siguiente investigación ha sido realizada con el objetivo de comprender la relación que existe entre el costo de adquisición, el valor cultural y el valor emocional con respecto la intención de compra de marcas de calzado casual para un público masculino de 20 hasta 24 años de edad. En primer lugar, el costo de adquisición es representado por dos variables: (i) El costo monetario del artículo y (ii) el costo de oportunidad del cliente que se toma el tiempo de ir hasta la tienda, buscar el producto y, finalmente, pagar por el mismo. En segundo lugar, el valor cultural ha sido representado por tres variables: (i) La marca como fuente de autoexpresión, (ii) la marca como símbolo de pertenencia a un grupo amical o cultural y (iii) la marca como un accesorio para mejorar la percepción de los demás sobre uno mismo. En tercer lugar, el valor emocional de una marca ha sido representado por tres variables: (i) la marca como una garantía de calidad de sus productos, (ii) la marca como una fuente de satisfacción en el uso de sus productos y (iii) finalmente, la marca como una fuente de motivación en el uso de sus productos. Después de la realización de encuestas realizadas a un muestreo de 250 personas, se confirma que existe una relación entre el costo de adquisición y el valor emocional de la marca (variables independientes) con la intención de compra respectivamente (variable dependiente). Todo esto debido al análisis de correlación que confirma la relación significativa entre estas variables independientes y la variable dependiente del estudio. / The following research has been carried out in order to understand the relationship between the cost of acquisition, cultural value and emotional value with respect to the intention to buy casual footwear brands for a male audience of 20 to 24 years of age. First, the cost of acquisition is represented by two variables: (i) The monetary cost of the item and (ii) the opportunity cost of the customer who takes the time to go to the store, look for the product and, finally, pay for it. Second, cultural value has been represented by three variables: (i) The brand as a source of self-expression, (ii) the brand as a symbol of belonging to an amical or cultural group and (iii) the brand as an accessory to improve the perception of others about oneself. Third, the emotional value of a brand has been represented by three variables: (i) the brand as a guarantee of quality of its products, (ii) the brand as a source of satisfaction in the use of its products and (iii) finally, the brand as a source of motivation in the use of its products. After conducting surveys on a sample of 250 people, it is confirmed that there is a relationship between the cost of acquisition and the emotional value of the brand (independent variables) with the purchase intention respectively (dependent variable). All this due to the correlation analysis that confirms the significant relationship between these independent variables and the dependent variable of the study. / Trabajo de investigación

Mobile Guide System has usually applied to enclosed spaces such as museums or exposition halls, but the prosperity of internet has made mobile application a trend. Then how it could be possible to make good use of mobile guide system in order to strengthen the dispersion of culture values, vibrate industrial economy and extend the life span of local culture industries so that culture and technology can develop mutual effects. The first stage of this research adopts discovery research to explain the concep-tual framework of local culture industries and mobile guide system and also uses Technology Acceptance Model(TAM) for research while the extended local culture value and consuming information values act as external factors to mobile guide sys-tem¡¦s Media Richness Theory(MRT). The second stage uses positive and qualitative research method to analyze the affecting factors to behavior intention of tourists from Anping Harbor National Historical Park about the mobile guide system applying to local culture industries. The total research tests are 250 copies and the effective tests are 226 copies. The research discovers that tourists have evolved from traditionally receiving information after arriving at the destination to collecting travling information beforehand. In the future, tourists would immediately receive information during traveling. This research considers that the development of local culture industries should acquire local culture values and local consuming values, which would strengthen the behavior intention of using mobile guide system. This discovery points out that mobile guide system can enhance the traveling happiness of tourists and lower searching cost. The information from tourist centers would be considered as one kind of hygiene factors and the messages passed from mobile guide system could be actively received by tourists to form different motivation in travel marketing and satisfaction.