Культурные коды Северной Америки Цель кружка Понимать

Культурные коды Северной Америки

Цель кружка: Понимать культурно-исторические и общественно-политические процессы, протекающие в США и Канаде, через распознавание основных культурных кодов в текстах различных типов.

Что такое культурные коды? Culture code Cultural code

• Cultural codes – “symbols and systems of meaning that are relevant to members of a particular culture (or subculture)” (Hyatt, Simons, Cultural Codes – Who Holds the Key? , 1999)

• A cultural code is a mindset that influences how consumers interpret and respond to products and services (La. Tour, Cracking the Cultural Code of Gambling, 2009).

• The Culture Code is the unconscious meaning we apply to any given thing—a car, a type of food, a relationship, even a country—via the culture in which we are raised. (Rapaille, The Culture Code, 2006)

• le soleil & la lune (French) • “perceive the sun as male and, by extension, see males as brilliant and shining. ” • “the moon, of course, does not shine by herself; she reflects the light of the sun” • die Sonne & der Mond (German) • “women are the ones who bring warmth to the world, make things grow, and raise children” • “men are the night, the dark, the moon side” (Rapaille, 2006)

• The culture code helps us see “why we do the things we do” • “Different Culture Codes lead to different Behaviors” (Rapaille, 2006)

• Examples of Culture Codes according to Clotaire Rapaille: – The Culture Code for quality in America is IT WORKS – The Culture Code for perfection in America is DEATH – The American Culture Code for food is FUEL (Rapaille, 2006)

• The cultural code is the meaning we assign to things – unconsciously – because we filter them through the culture we grew up in. • We apply culturally established perception and evaluation schemes based on a value system influenced by institutions, philosophies, language and symbols. (http: //www. sturmunddrang. de/en/practic es/projects/cultural-codes)

(http: //www. sturmunddrang. de/en/practic es/projects/cultural-codes) • By comparing cultures, the differences and underlying codes become obvious.

• “Cultural codes are used to encode cultural meanings – ideational constructs that are informational, emotional, expressive content of cultural objects. /…/ a cultural code is a set of basic concepts, norms, attitudes, etc. , necessary for reading texts of culture”. (Свирепо О. А. , Метафора как код культуры)

“Like the grammar of a language, the cultural code is invisible to those who use it. It is invisible because it is not a set of propositions about the world, but a set of instructions for the construction of propositions”. (Hutchins, Culture and Inference: A Trobriand Case Study, 1980)

“American Gothic” by Grant Wood (1930)