Este estudo tem como objetivo analisar os valores culturais contidos nas letras de cantos tradicionais dos corais de uma comunidade de origem germânica. Nova Petrópolis é o município escolhido por ter suas raízes na imigração alemã e conservar até os dias atuais aspectos dessa cultura. A pesquisa utiliza o método da análise de conteúdo, tendo como corpus dezessete cantos tradicionais que representam manifestações culturais germânicas. Do estudo dos cantos emergiram quatro categorias temáticas: sentido da vida, religiosidade, valores da vida social e dialética das expressões emocionais. Os temas são universais, presentes em narrativas de todo o mundo, mas com um viés particular, regional, característico dessa cultura específica, de seu universo de representações sociais. Para compreender o legado cultural transmitido de geração em geração, faz-se uso da história da imigração alemã e da importância dos cantos na tradição germânica através dos tempos. Essas categorias são interpretadas e relacionadas com os demais estudos sobre a cultura germânica com o objetivo de compreender seus entrelaçamentos. O referencial teórico utilizado permite o entendimento da cultura e de como seus valores aparecem e são articulados nessa comunidade de origem germânica. Desse modo, o estudo contribui para a compreensão da identidade coletiva dessa comunidade. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-05-05T17:42:00Z No. of bitstreams: 1 dissertacao Marcia Hillebrand.pdf: 488760 bytes, checksum: 68278009a221e6ecf83fbc59ecfaef81 (MD5) / Made available in DSpace on 2014-05-05T17:42:00Z (GMT). No. of bitstreams: 1 dissertacao Marcia Hillebrand.pdf: 488760 bytes, checksum: 68278009a221e6ecf83fbc59ecfaef81 (MD5) / This study has as objective to analyze the cultural values contained in the lyrics of traditional songs of the choirs of a community of German origin. Nova Petrópolis is the chosen municipality for having its roots in the German immigration and for conserving aspects of this culture up till the present days. The research utilizes the method of the content analysis having as corpus seventeen traditional songs that represent the German cultural manifestations. From the study of the songs four thematic categories emerged: sense of life, religiosity, values of social life and dialectic of the emotional expressions. The themes are universal, present in narratives all over the world, but in a particular way, regional, characteristic of this specific culture, of its universe of social representations. To understand the cultural legacy transmitted from generation to generation, usage of the history of the German immigration and of the importance of the songs in the German tradition through the times is made. These categories are interpreted and related to the other studies about the German culture with the objective to understand their interlaces. The theoretic referential utilized permits the understanding of the culture and how their values appear and are articulated in this community of German origin. This way, the study contributes for the understanding of the of this community.

Den här uppsatsen syftar till att analysera och identifiera skillnader och likheter i webbdesign mellan två länder, Japan och Sverige. De japanska och svenska webbplatserna för två företag etablerade i både Japan och Sverige, IKEA och DAIKIN, har analyserats utifrån en modell framtagen av Würtz (2006) i en tidigare studie på området. Denna modell är i sin tur baserad på Halls och Hofstedes teorier om kulturella skillnader och skillnader mellan så kallade låg-kontextuella kulturer (t.ex. Sverige) och hög-kontextuella kulturer (t.ex. Japan). Modellen fokuserar på användandet av animation, främjande av kulturella värderingar som maskulinitet/feminitet och individualism/kollektivism, om individer avbildas tillsammans med produkter eller inte, grad av transparens på webbplatserna och slutligen linjär kontra parallell navigation på webbplatserna. Förutom studien av webbplatserna har två intervjuer hållits med en designer/utvecklare från respektive företag för att få ökad förståelse för hur företagen tänker kring webbdesign.   Studien har inte funnit några väsentliga skillnader i användandet av animation, graden av transparens eller navigation mellan de studerade webbplatserna men skillnader i kulturella värderingar har identifierats. De japanska webbplatserna främjar familjeorienterade värderingar och stereotypiska könsroller i valet av bilder på webbplatserna. De svenska webbplatserna främjar värden som är mer typiska för låg-kontextuella kulturer som till exempel livsstil och frihet. Det har också noterats att det japanska företaget använde sig av en maskot vilket kan tolkas som typisk för japansk kultur. I intervjuerna gav utvecklarna från båda företag liknande svar kring hur de tänker om användande av bilder och animation kontra text på sidorna. Den japanska utvecklaren förklarade att japanska kunder uppskattar kundrecensioner för att minska graden av osäkerhet vilket kan sägas vara typiskt för Japan. Den sammanfattande slutsatsen från studien är att kulturella skillnader i webdesign minskar, kanske på grund av globaliseringen av företag och samhällen. / This thesis aims to analyze and capture differences and similarities in webbdesign between two countries, Japan and Sweden. The Swedish and Japanese websites of two companies established in both Japan and Sweden, IKEA and DAIKIN, have been analyzed based on a model devised by Würtz (2006) in a previous study of the same topic. This model is in turn based on Hall and Hofstede’s theories on cultural differences and differences between so-called low-context cultures (e.g. Sweden) and high-context cultures (e.g. Japan). The model focuses on the use of animation, promotion of cultural values such as masculinity/femininity and individualism/collectivism, individuals being depicted together with products or not, level of transparency in the web design and finally linear vs. parallel navigation on the websites. Besides the study of the websites two interviews were held with a designer/developer from each company to get further input into how the companies think about their web design. The study did not find any significant differences in the use of animation, transparency and navigation between the websites studied but differences in cultural values could be seen in terms of the Japanese sites promoting more family-oriented values and stereotypical gender roles through the pictures used on the websites. The Swedish sites promoted values more typical for low-context cultures such as lifestyle and freedom. It was also noted that the Japanese company featured a mascot which can be said is typical for Japanese culture. Regarding the interviews the developers had similar thoughts on the use of text versus pictures and animations. The Japanese developer explained that Japanese customers appreciate customer reviews in order to lower uncertainty which can be said is typical for Japan. The overall conclusion from this study however is that cultural differences in web design are becoming less, perhaps due to the globalization of business and society.

No description available.

無 / This study examines the strategies adopted by the global brand Dorito’s in Taiwan, and contrasts the communicative strategies with those used in Mexican market. The foundation of this analysis resided in Hofstede’s Cultural Dimensions. This research has sampled filmic advertisements used in previous and current campaigns in both countries available in social media and video sharing platforms. Cultural values, marketing appeals, and value paradoxes were analyzed, as well as other elements like product design and packaging have been assessed to understand the implications and the role that national culture plays when creating marketing strategies. Product localization and standardization have their implications in this study. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Recurrent use of value paradox, in harmony with Doritos’ brand values is found to be consistent in Mexico and Taiwan. One of the most remarkable value paradoxes adopted in branding is irreverence it extends the reach of campaigns, and brand memorability. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste. The data set utilized for the purposes of this study was constrained and dramatically reduced by the availability of video-based advertisements publicly available on social media channels of Doritos in each market. Doritos’ brand communicative strategies have been modified to fit into the taste of Taiwanese buyers, adopting different appeals and values than those utilized in Mexican market. Product standardization across markets has been a long-time strategy adopted by Doritos, although, some characteristics like flavor and spiciness level were modified in order to fit Taiwanese buyers’ taste.

Due to the changing demographics of South African organisations after the 1994 elections and the subsequent sub-cultural diversification, the working environment is becoming the primary place where the different South African sub-cultural groups, with their different value systems, are in interaction with each other. The consequent lifting of sanctions exposed South African organisations to globalisation and international competition. This forced managers to improve organisational processes and operations, not only to protect their own domestic markets, but also to become internationally competitive. At the same time, they had to adhere to newly created labour legislation, which dramatically changed the face of the South African labour market. The complex combination of several sub-cultures in the South African work environment can adversely affect organisational effectiveness if not properly understood and managed by effective transformational leaders. The concept of cultural values was used to explore the differences, as well as the similarities, between the various sub-cultural groups in the South African environment. This study examined cultural differences and similarities between 477 junior and middle managers in the financial services sector, who belonged to the four South African sub-cultural groups (Black, Coloured, White, and Indian), and between South African male and female managers. It also investigated whether cultural values change indiscriminately during the acculturation process, or whether certain cultural values, labelled peripheral values, change easier or before other cultural values, labelled core values. Due to the importance of transformational leadership in the work environment, this study also explored the differences and similarities of South African managers on Bass and Avolio’s Full Range Model of Leadership. (Avolio&Bass, 1999; Bass, 1985, 1997). A moderate social constructionist theory was used as a framework for this study, to analyse and describe quantitative results obtained with the various measuring instruments. Firstly, it was found that although there were statistically significant differences between most of the cultural value dimensions of the various sub-cultural groups, not all of these differences were practically significant. Results indicated that these groups could often be clustered together on specific cultural value dimensions, sometimes consisting of a Black, White, and Coloured cluster, sometimes as a Black, Coloured, and Indian cluster, and so forth. Secondly, independent variables other than sub-cultural group, gender, and age also showed practically significant relationships with some of the cultural value dimensions. Thirdly, the results indicated that the cultural values are very stable, even in the dynamic and multi-cultural South African environment, and as such, no core or peripheral values could be identified. Finally, the results also indicated that the transformational-transactional leadership model is cross-culturally endorsed within the South African financial services sector. It pointed out that irrespective of gender, junior or middle management level, age, educational level, number of years full-time work experience, number of years as manager, or having been exposed to formal Western management training, all managers evaluated themselves as more transformational than transactional. / Thesis (PhD (Psychology))--University of Pretoria, 2007. / Psychology / unrestricted

Cette thèse a pour objectif de répondre à une demande du Vietnam de renforcer sa coopération avec les pays africains qui est encore modeste à ce jour malgré son intérêt grandissant pour ces pays. Il se trouve dans un contexte d’accélération de la mondialisation avec l’essor du capitalisme et de la langue anglaise. De nouvelles dynamiques sur la scène internationale sont observées parmi lesquelles figurent la croissance économique très élevée de certains pays du Sud (Chine, Inde, Brésil, etc.) et le développement remarquable de leur coopération avec l’Afrique. Au cœur de cette dynamique, malgré le mimétisme évident avec la Chine et d’autres pays du Sud, comme les forums de coopération avec l’Afrique, la coopération Vietnam-Afrique se distingue par la francophonie. Ce lien francophone s’est tissé à travers une histoire commune liée à la décolonisation et à une inscription au sein du Tiers-monde. Il est aujourd’hui maintenu sous un autre angle au sein de la Francophonie qui est une organisation politique et culturelle regroupant en 2016 80 États et gouvernements ayant le français en partage dont le Vietnam et une grande partie de l’Afrique. « La Francophonie contribue-t-elle à promouvoir la coopération entre le Vietnam et l’Afrique, notamment dans le domaine économique ? ». La recherche de la réponse nous conduira à étudier le rôle que jouent les aspects politique et culturel de la Francophonie dans la coopération Vietnam-Afrique, notamment dans le secteur économique. Prenant comme point de départ théorique les idées de Max Weber et de Jean Baechler sur les origines du capitalisme, nous essayerons de démontrer les potentialités et la réalité de la Francophonie dans cette coopération avant de proposer une stratégie francophone du Vietnam pour l’Afrique dans le but de renforcer son rôle. Cet exemple pourra servir ensuite de référence pour la coopération Sud-Sud francophone en particulier et celle dans le monde en général. / My thesis addresses Vietnam’s request to enforce its cooperation with African countries, which at present is still modest despite its growing interest there. Vietnam finds itself in a context of accelerated globalization with the emergence of both capitalism and English language. On the international scene, new dynamics are observed, such as the strong economic growth of Southern countries like China, India and Brazil, and their remarkable cooperation with African countries. At the core of this process, what distinguishes Vietnam from other South-South cooperation is that it shares with Africa the Francophonie, a political and cultural organization gathering as of 2016, 80 States and governments who share French as a language.Their francophone bond was constructed through a common history linked to decolonization and to the fact of being both Third World countries. My work answers the following question: does Francophonie, as a cultural political construct, contribute to promote the cooperation between Vietnam and Africa, particularly in the economic sector? I use Max Weber and Jean Baeschler’s ideas on the origins of capitalism in order to demonstrate the potential and current reality of the Francophone element present in the cooperation between Vietnam and Africa before proposing Vietnam’s ‘Francophone’ strategy aiming at strengthening its role in Africa. The Vietnam-Africa cooperation may serve as a case study enabling to reflect on other francophone South-South cooperation.

Research on the influence of culture on creativity is in its infancy. Organizations world-wide may benefit from such research by implementing work environments that maximize creativity. In this article, the cross-cultural differences in creativity and the cultural values of cognitive uncertainty and desire for change were investigated. Three hundred eighty three undergraduate students from the University of North Florida and the University of Pretoria in South Africa participated in a study where creativity was measured using the Abbreviated Torrance Test for Adults (ATTA; Goff & Torrance, 2002) and the Creative Achievement Questionnaire (CAQ), particularly the portion of the CAQ identifying domain specific achievements (CAQ; Carson, Peterson, & Higgins, 2005). In addition to measuring creativity levels in both cultures, two cultural values, Cognitive Uncertainty and Desire for Change, were measured. Results indicate a significant positive correlation between Desire for Change and the CAQ in the United States and a significant negative correlation between Cognitive Uncertainty and the CAQ in South Africa. Independent samples t-tests were also conducted, resulting in higher scores from the United States sample on the ATTA and higher scores from the South African sample on Cognitive Uncertainty. It is argued that the results could have implications for developing work environments that foster creativity.

Este estudo tem como objetivo analisar os valores culturais contidos nas letras de cantos tradicionais dos corais de uma comunidade de origem germânica. Nova Petrópolis é o município escolhido por ter suas raízes na imigração alemã e conservar até os dias atuais aspectos dessa cultura. A pesquisa utiliza o método da análise de conteúdo, tendo como corpus dezessete cantos tradicionais que representam manifestações culturais germânicas. Do estudo dos cantos emergiram quatro categorias temáticas: sentido da vida, religiosidade, valores da vida social e dialética das expressões emocionais. Os temas são universais, presentes em narrativas de todo o mundo, mas com um viés particular, regional, característico dessa cultura específica, de seu universo de representações sociais. Para compreender o legado cultural transmitido de geração em geração, faz-se uso da história da imigração alemã e da importância dos cantos na tradição germânica através dos tempos. Essas categorias são interpretadas e relacionadas com os demais estudos sobre a cultura germânica com o objetivo de compreender seus entrelaçamentos. O referencial teórico utilizado permite o entendimento da cultura e de como seus valores aparecem e são articulados nessa comunidade de origem germânica. Desse modo, o estudo contribui para a compreensão da identidade coletiva dessa comunidade. / This study has as objective to analyze the cultural values contained in the lyrics of traditional songs of the choirs of a community of German origin. Nova Petrópolis is the chosen municipality for having its roots in the German immigration and for conserving aspects of this culture up till the present days. The research utilizes the method of the content analysis having as corpus seventeen traditional songs that represent the German cultural manifestations. From the study of the songs four thematic categories emerged: sense of life, religiosity, values of social life and dialectic of the emotional expressions. The themes are universal, present in narratives all over the world, but in a particular way, regional, characteristic of this specific culture, of its universe of social representations. To understand the cultural legacy transmitted from generation to generation, usage of the history of the German immigration and of the importance of the songs in the German tradition through the times is made. These categories are interpreted and related to the other studies about the German culture with the objective to understand their interlaces. The theoretic referential utilized permits the understanding of the culture and how their values appear and are articulated in this community of German origin. This way, the study contributes for the understanding of the of this community.

Text in English / The study is a sociolinguistic exploration of the pedagogical value of Shona children’s oral art forms on a changing cultural terrain to situate them within contemporary classroom pedagogy. Critical Discourse Analysis, Afrocentricity and Constructivism are theories that informed the analysis of the Shona children’s oral art forms. The study is conducted within the qualitative paradigm as a descriptive study. Data was gathered through observartions, standardised open-ended interviews, focus group interviews, questionnaires and document analysis. The study established that Shona children’s oral art forms have responded positively to the changing environment in which they are performed in terms of form and content. While this is a positive development, this should be done with caution to ensure that indigenous knowledge systems that are the backbone of African societies are not abused on the global stage. The study has also affirmed that Shona children’s oral art forms are useful pedagogical tools for information dissemination and knowledge creation. It is also evident from the findings that the oral art forms are an embodiment of human factor values that enhance development education. Findings from this study established that Shona children’s oral art forms are reservoirs of values and norms cherished by the Shona as a people and can be reconstructed for teaching various concepts across the primary school curriculum. Evident from this study is that both teachers and learners are knowledgeable of the various traditional Shona children’s oral art forms although new creations are coined to adapt to the changing environment. This shows that the traditional forms are able to withstand the challenges of globalisation, and this resilience is a positive development since it creates an opportunity for researchers to document these in their unadulterated form for posterity. Since findings from the study highlighted threats to the children’s oral art forms due to the advent of technology and globalisation, there is need to act so that they are not pushed to the periphery as was the case during the colonial era. There is need for concerted efforts at packaging them and meaningful infusion of these into all aspects of children’s education for visibility within the changing environment to guard against their demise in an era of globalisation which may impact negatively on the Shona culture. / Linguistics and Modern Languages / Ph. D.(Languages, Linguistics and Literature)

No description available.