Levels of culture
Today I will explain two very important topics for us, as International Negotiators .Nowadays is so important to take in mind Culture when you are: Doing business, talking with a relative, studying abroad, understand the news until only when you are traveling as a tourist. We all know that countries have different culture even though, the countries speak the same language and are close (e.g. Colombia VS Venezuela) but one interesting thing that I learn at the class and I want to share with you is that there are levels of culture :Subculture and Subgroups .
Subculture, I could
define in an easy words in: It is a group of people that share social habits, common
words when they are talking each other’s, similar income, ethnic and religion
that differentiate with the others in the same society. Ex: rappers, miners, skaters,
punkers, rockers, etc.
Subgroups, it´s different,
it is more referring to a pattern of behavior that a group have to follow .We
see them normally in a MNE´s or a company that have a very strong pattern. For
example: doctors, layers, Army, fraternities in the US, Google.
This two levels
of culture are so important, for example: in the situation when a company (government)
have to work intervening an area in the city of Medellin and you are the one
that are planning the project, you will have to take for example the skaters if
the project is a park where they use to skate as a main factor.
Archetypes and the collective unconsciousness
Other topic for today is Archetypes. The word Archetypes has a meaning do “original pattern “that we can found in persons, objects. Studies for example the one of the psychologist, Carl Gustav Jung, said that Archetypes tend to be universal doesn´t matter the culture. That is so important in the case of branding, you have to know already what the company want to express with the brand and with the marketing strategy.
We
see example with the brand Paco Rabanne with the last perfume, the wanted to communicate
that the perfume is strong, warrior, for guys, winner so the use the next image
to show all that they wanted.
Who big and strong can be a subculture?
They are many subgroups in the world, and they are with different objectives
and characteristic, I found that the can be enormous and very strong .I will
give one example of a subgroup that Harley-Davidson motorcycle owners, they are
all around the world, have special characteristics that are:
Majority is under 35 years old and the median age is 46.7 ;The media income
of a rider are proximally $38,000 ;Have a special costume to ride “his baby”;
Is part on the group HOG ( Harley Owner Group the biggest club was create in
1983);Its vision :Harley is not a product is a lifestyle (Schouten & McAlexander, 1995)
Reference:
Dictionary. (02 de 2015). Obtenido
de http://dictionary.reference.com/browse/subculture
Golden, C. (02 de 2015).
soulcraft. Obtenido de
http://www.soulcraft.co/essays/the_12_common_archetypes.html
Schouten, J. W., &
McAlexander, J. H. ( 1995). Subcultures of Consumption: An Ethnography of the
New Bikers . Journal of Consumer Research, 43-61.
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