同济大学跨文化交流课文3 Culture(text A)

第一单元现代社会依赖于技术创新，而技术创新须依靠知识产权来保障。

越来越多的国家遵守国际条约，实行知识产权保护。

但这方面做得还远远不够。

我们来回顾一下过去，看看缺乏知识产权保护会导致什么样的后果，从而吸取教训。

许多西方公司付出了惨痛的代价才发现，知识产权保障机制还未健全时，在东南亚投资无异于将钱付诸东流。

要进入这些市场，西方公司不仅必须向相关当局说明他们的产品，而且还要说明他们产品的制作过程。

而结果经常是本该受到知识产权保护的产品很快被无耻地抄袭。

盗用知识产权的例子不胜枚举。

例如，美国化学制品巨头杜邦向一亚洲国家引进了一种名叫Londax的著名除草剂，用来除掉稻田里的杂草。

该公司在该产品的研发上投资了数百万美元，而且又投入了2500万美元在当地开设了一家生产厂家。

然而，不到一年以后，一瓶瓶非常廉价的冒牌Londax公然上市了。

冒牌产品和正宗产品除了价格外的唯一区别是冒牌产品的名称是Rondex，用的是蓝色瓶而不是正宗产品用的绿色瓶。

但是，由于冒牌产品的价格比正宗产品的价格低廉许多，它成功毁掉了杜邦公司的投资。

同时它也使得该公司不再愿意投资于新化学制品的研发。

生产Londax的配方本应该被当作是杜邦公司的知识产权。

其他非法使用该配方的公司是犯了偷盗行为，就像盗取了杜邦公司的机器或者该公司的其他财产一样。

不光是产品，在亚洲市场上保护一个品牌也曾经是几乎不可能的事。

就连Kellogg’s玉米片的生产商Kel logg’s公司也发现自己的产品被山寨：Kongal 牌玉米条，连包装也几乎一模一样。

不幸的是，和杜邦公司的事件一样，Kellogg’s 公司成功惩罚侵权者的几率几乎为零，因为当地的法律不承认知识产权保护的概念。

幸好，在经过许多轮世贸组织的谈判后，情况大为改观。

然而，跨国公司必须保持警惕，以防被侵权。

总有人试图从别人的研发、投资、商誉中牟利。

如果成果得不到法律保护，创新就是空话。

如今你经常会听到“知识产权”这个词——通常是从产权者嘴里。

大学英语跨文化交际unit3ReviewWhat is culture? What is communication? What is intercultural communication?Unit Three Cultural DiversityI. Warm UpPlease read the story on page 76, then answer the question:1. Why does Jackson say that Mr. Zhao has asked too much?2. What are the differences in the opinions of friendship betweenChinese and Americans?II. Reading1. Read the article of “Different Lands, Different Friendships”. Who is afriend? What are the similarities and differences between the Chineseconcept of friendship and the western ones? Compare the differentvalues of friendship in America, France, Germany, England andChina.Differences in Friendship(1) In France:(i) Friends generally are of the same sex, and friendship is seen asbasically a relationship between men.(ii) Friendship is a one-to-one relationship that demands a keen awareness of the other person’s intellect, temperament, andparticular interests.(iii) Friendships are compartmentalized. They are not made part of family life.(2) In Germany:(i) Friendship is much more articulately a matter of feeling.(ii) Friends usually are brought into the family.(3) In England:(i) The basis is shared activity.(ii) English friendships are formed outside the family circle, but they are not contrapuntal to the family nor are they separated from thefamily.(4) In ChinaThe typical Chinese concept of friendship lays great emphasis on personal loyalty and also has much to do with family. In Chinese culture, friendshipmeans a willingness to be indebted and to repay the debt more than owed.(5) In America: (p81-82)“Friend” is often used in a much wider sense in the American culture than in the Chinese culture. The term may be used for both casual acquaintances and close companions. American friends may not share with one another as much as Chinese friends usually do. Americans would still prefer to consider themselves first as independent individuals. What they value more are individual achievement and independence rather than relationship with one another, and they do not like to put themselves in others’ debt. Of course, Americans are willing to help their friends, but mostly on trivial things, such as driving a friend to an important event when his or her own arrangementsfor transportation fail.Supplement:Some American quotes about friendship will give additional insights into how friendships are valued.“A friend hears the song in my heart and sings it to me when my memory fails.”“A single rose can be my garden... a single friend, my world.”“A friend brings out the best in you.”“Grief can take care of itself, but to get the full value of joy you must have someone to divide it with.”—Mark Twain Common Elements about Friendship:There is the recognition that friendship, in contrast with kinship, is a matter of free choice. A friend is someone who chooses and is chosen. Related to this is the sense each friend gives the other of being a special individual, on whatever grounds this recognition is based. And between friends there is inevitably equality of give-and-take.2. Read the article of “Family Structure” (p83-84), then identify thedifferent roles of family in cultures.Many cultural differences exist in family structures and values.1) In some cultures, such as Filipinos, Vietnamese, Japanese, Latin Americans and Chinese, the family is the center of life and the main frame of reference for decisions; while in others, like Americans, the individual, not the family, is primary.2) In some cultures, the family’s reputation and honor depend on each person’s actions; in other cultures, individuals can act without permanently affecting the family life.3) Some cultures value old people, while other cultures look down on them.Traditional Chinese family structure3. Comparing and Contrasting CulturesQuestions for discussion:1) In what aspects do you think our culture is different from othercultures?2) Do you sometimes compare one culture with another? If you do, howdo you usually do that?Please read over the article on pages 85-89, answer the comprehension questions:i) What is Kluckhohn and Strodtbeck’s value orientation?The Kluckhohns and Strodtbeck, after examining hundreds of cultures, reached the conclusion that people turn to their culture for answers to thefollowing questions. (1) What is the character of human nature? (2) What is the relation of humankind to nature? (3) What is the orientation toward time?(4)What is the value placed on activity? And (5) What is the relationship ofpeople to each other? The answers to these crucial questions serve as the bases for the five value orientations that are at the heart of their approach.These five orientations might best be visualized as points on a continuum. Itis talking about meaningful values found in all cultures.Human Nature Orientation: 1) evil, 2) evil and good, 3) good. Basically Evil: find evil and fight against it; punish bad behavior; save people from their evil nature. Stress the ability of people to change for th e better. Basically Good: protect people’s virtue;reward good behavior; find the most virtuous people as models. The direction of moral change is more likely to befrom good to bad.Mixture: Separate good from evil; identify strengths and weaknesses; reward the good and punish the bad.Man-nature Orientation: 1) human beings are subject to nature,2) cooperation view, 3) conquer and direct the forces of nature.Nature Controls: Accept fate; life is outside one’s control be humble.Human Controls: Make life comfortable and convenient; problems can be solved; be objective.Harmony: Live according to the rhythms of nature; everything has its own character;be balanced.Time Orientation: 1) past-orientated, 2) present-orientated, 3) future-orientated.Past: Tradition ——best teacher; events in the past is important today; the old are wise; break with the past to change society.Present: Pay attention to what is going on here and now; everything will happen in its time; events occur in cycles; look for causes in the present situation. Future: Control the future by planning for it; what is past is past and not important;the young know what is happening; study history to shape the future.Activity Orientation: 1) being orientation, 2) Being-in-becomingorientation, 3) doing orientation.Being: Protect dignity of both yours and others; fulfill one’s role; show who you are.Actions should be suitable to status, social roles and character. Payattention to people. e.g. job titles and what do you actually do? Growing: Develop one’s potential as a whole person; follow values and lifestyles appropriate to one’s stage in life; people change; pay attention topossibilities. More tolerant of how things are than is true.Doing: Achieve specific goals; develop procedures and measure results; qualitative outcomes measured quantitatively show what you can do; attention toactions.Relational (social) Orientation: 1) authoritarian culture, 2) collectiveculture, 3) individual culture.Hierarchy: Obey authority; know one’s place; treat others; according to their position;look to leaders to; know what to think and do.Group: Respond to what others think and feel; interdependent ; be loyal; look to others in the group to know what to think and do.Individual: Express one’s own feel ings and ideas; Be as independent and self-reliant as possible; make one’s own decisions and choices. Personalinitiative/professionalism highly valued.ii) Try to describe the value system of average Americans from the five orientationsHuman Nature: basically good (changeable)Man-nature: Man the master of natureTime: future-orientedActivity: action-orientedSocial: individualisticiii) How is the mainstream American culture different from the oriental culture, like Japanese culture?Homework: Hofstede's Cultural Dimensions (p99-105)Homework: Hall’s High-context and Low-context Cultures (p110-114)III. Case Study: Students are required to read the cases given carefully and try to analyse them from the viewpoint of IC.。

3. CultureText AWhat Is CultureWe now move from communication to culture. The transition should be a smooth one, for as Hall reminds us, “Culture is communication and communication is culture.”People learn to think, feel, believe, and act as they do because of the messages that have been communicated to them, and those messages all bear the stamp of culture. This omnipresent quality of culture leads Hall to conclude that “there is not one aspect of human life that is not touched and altered by culture.”In many ways, Hall is correct: culture is everything and everywhere. And more important, at least for our purposes, culture governs and defines the conditions and circumstances under which various messages may or may not be sent, noticed, or interpreted. Remember, we are not born knowing how to dress, what toys to play with, what to eat, which gods to worship, or how to spend our money and our time. Culture is both teacher and textbook. From how much eye contact we employ in conversations to explanations o f why we get sick, culture plays a dominant role in our lives. When cultures differ, communication practices may also differ. In modern society different people communicate in different ways, as do people in different societies around the world; and the way people communicate is the way they live. It is their culture. Who talks with whom? How? And about what? These are questions of communication and culture. Communication and culture are inseparable.Because culture conditions us toward one particular mode of communication over another, it is imperative that we understand how culture operates as a first step toward improving intercultural communication.As was the case with communication, many definitions have been suggested for culture. They range from all-encompassing ones (“it is everything”) to narrower ones (“it is opera, art, and ballet”), but none of them seems to be able to tell us everything about culture. The following definitions are just some of the well-known ones.“Culture may be defined as what a society does and thinks.” (Sapir, 1921)“What really binds men together is their culture —the ideas and the standards they have in common.” (R.Benedict, 1935)“Culture is man‟s medium; there is not one aspect of human life that is not touched and altered by culture. This means personality, how people express themselves (including shows of emotion), the way they think, how they move, how problems are solved, how their cities are planned and laid out, how transportation systems function and are organized, as well as how economic and government systems are put together and function.” (Edward T. Hall, 1959)“By …culture‟, anthropology means the total life way of a people, the social legacy the individual acquires from his group. Or culture can be regarded as that part of the environment that is the creation of man.” (Clyde Kluckhohn, 1965)“A culture is a collection of beliefs, habits, living patterns, and behaviors which are held more or less in common by people who occupy particular geographic areas.”(D. Brown, 1978)“…culture is the collective programming of the mind which distinguishes the members of one group or society from those of another.” (G. Hofstede, 1984)“Culture is a mental set of windows through which all of life is viewed. It varies from individual to individual within a society, but it shares important characteristics with members of a society.” (L. Beamer & I. V arner, 1995)It is believed that culture evolved to serve the basic need of laying out a predictable world in which each of us is firmly grounded and thus enable us to make sense of our surroundings. Thus, the influence of culture becomes habitual and subconscious and makes life easier, just as breathing walking and other functions of the body are relegated to subconscious controls, freeing the conscious parts of the brain of this burden and releasing it for other activities.In addition to making the world a less perplexing place, cultures have become people‟s primary means of satisfying three types of needs: basic needs (food, shelte r, physical protection), derived needs (organization of work, distribution of food, defense, social control), and integrative needs (psychological security, social harmony, purpose in life). Each culture offers its people a number of options for satisfying any particular human need. Some of these options are widely shared across cultures, but many others are not. In other words, ends in themselves are far more universal than the roads taken to achieve those ends since the roads are determined locally in the specific culture.。

同济大学跨文化交流课文4CulturalDifferences（TextA）4. Cultural DifferencesText ABasic Differences Between CulturesThere are so many dimensions on which cultures may differ. Then, how can we compare one culture with another to find out their similarities and differences?American anthropologists, Clyde and Florence Kluckhohn, along with their fellow anthropologist Frederick Strodtbeck, have provided us with one of the needed tools for comparing cultures. Looking at the phenomenon of culture, they came up with five basic questions that get at the root of any culture’s value system.1.What is the character of innate human nature? =Human nature orientation2.What is the relation of man to Nature? =Man-Nature orientation3.What is the temporal focus (time sense) of human life? =Time orientation4.What is the mode of human activity? =Activity orientation5.What is the mode of human relationships? =Social orientationThe chart which follows is an adaptation and simplification of one developed by Kluckhohns and Strodtbeck. It indicates the range of possible responses to the five orientations.ORIENTATION BELIEFS &Consider for a moment the five orientations. How would you describe the attitude of the majority of Americans toward each? Let’s take a look at each of the five orientations to determine where a typical middle-class American might be expected to fit.In respect to HUMAN NA TURE, average, middle-class/mainstream Americans are generally optimistic, choosing to believe the best about a person until that person proves otherwise. We would place average Americans in the right-hand column (basically good) as far as Human Nature Orientation goes.The Kluckhohns, however, placed Americans in the left-hand column (basically evil), citing the Christian belief in original sin. This may have been accurate reading for the 1950’s, though we have our doubts. Certainly, whether Americans see human nature as good or evil, it is fair to say they accept it as changeable.In the MAN-NA TURE orientation, Americans see a clear separation between man and nature (this would be incomprehensible to many Orientals) and man is clearly held to be in charge. The idea that man can control his own destiny is totally alien to most of the world’s cultures. Elsewhere people tend to believe that man is driven and controlled by Fate and can do very little, if anything, to influence it.Americans, on the other hand, have an insatiable drive to subdue, dominate, and control their natural environment.Concerning orientation toward TIME, Americans are dominated by a belief in progress. They are future-oriented. This implies a strong task or goal orientation. They are very conscious too, that “time is money,”and therefore not to be wasted. They have an optimistic faith in the future and what the future will bring. They tend to equate “change” with “improvement” and consider a rapid rate of change as normal.As for ACTIVITY, Americans are so action-oriented that they cannot even conceive what it would be like to be “being”—oriented. Indeed, they are hyperactive. They believe in keeping busy and productive at all times —even on vacation. As a resultof this action-orientation, Americans have become very proficient at problem solving and decision making.They SOCIAL orientation is toward the importance of the individual and the equality of all people. Stress on the individual begins at a very early age when the American child is encouraged to be autonomous. It is an accepted rule that children (and adults) should make decisions for themselves, develop their own opinions, solve their own problems, have their own possessions. Friendly, informal, outgoing, and extroverted, Americans scorn rank and authority, even when they are the ones with the rank and authority. American bosses are the only supervisors in the world who would insist on being called by their first names by their subordinates. With a strong sense of individuality, family ties in America are relatively weak, especially when compared to the rest of the world.Now, we come up with a picture of the American value system that looks like this:Let’s look at the value systems of several other societies and compare them with the American. We see many of the world’s “traditional” cultures as follows: Here’s how we view Arab cultures from a generalized perspective. There would be important variations, of course, from one specific culture to another —Egyptian, Saudi, Lebanese, etc. Notice that in one category —man-nature relationships —the Arabs seem to fall more or less equally into two of the classifications.Here’s how we see the Japanese (a very complex culture and even more “contradictory” than the Arabs):The Kluckhohn chart only compares cultures on five basic orientations. It does not claim, therefore, to tell you everything about every conceivable culture. We have to recognize thatmodels of this kind are over-simplifications and can only give approximations of reality. Their use is in giving rough pictures of the striking contrasts and differences of underlying values between cultures.Even though the values may be in the process of marked change due to rapid modernization, they have a way of persisting in spite of change. The evolution of values is a slow process, since they are rooted in survival needs and passed o n, from generation to generation.。

3. CultureText BCulture and Communication: The Crucial LinkCommunication is far more complex and much more important to us than we may thus far suspect. With rare exception, our daily lives almost constantly are acts of communication. We cannot not communicate, and the way people communicate is the way they live.When we begin to talk about the way people live we are thrust immediately into the arena of culture because culture is the form or pattern for living. People learn to think, feel, believe, and strive for what their culture considers proper. Language habits, friendships, eating habits, communication practices, social acts, economic and political activities, and technology all follow the patterns of culture.Culture and communication are inseparable because culture not only dictates who talks with whom, about what, and how the communication proceeds, it also helps to determine how people encode messages, the meaning they have for messages, and conditions and circumstances under which various messages may or may not be sent, noticed, or interpreted. In fact, our entire repertory of communicative behaviors is dependent largely on the culture in which we have been raised. Culture, consequently, is the foundation of communication. And, when cultures vary, communication practices also vary.Our ability to fathom the complexities of intercultural communication must begin with a sound grasp of cultural influences on the way people communicate. Cultural variance in how people encode and decode messages is the foremost problem in intercultural communication.Culture manifests itself in patterns of language and in forms of activity and behavior that act as models for both the common adaptive acts and the styles of communication that enable us to live in a society within a given geographic environment at a given state of technical development at a particular moment in time. It also specifies and is defined by the nature of material things that play an essential role in common life. Such things as houses, instruments and machines used in industry and agriculture, forms of transportation, and instruments of war provide a material foundation for social life.The effect of culture on our lives is largely unrealized. Perhaps a way to understand cultural influence is by way of analogy with electronic computers: as we program computers to do what they do, our culture to a great extent programs us to do what we do and to be what we are. Our culture affects us in a deterministic manner from conception to death —and even after death in terms of funeral rites.The effect of this cultural influence is found in our everyday modes of behavior and in our communication practices. Culture includes all of the behavioral reinforcements we receive during our lifetime, and it is through rewarding reinforcements that we learn how to act and how to communicate in a matter that is both effective and acceptable within our cultural context. Of course, culture is not the sole determinant of behavior and communication. There are also many socia l,physical, and psychological factors that motivate our behavior. But, these various motivating forces occur within specific cultural contexts. In a sense, the influence of culture on communication can be summed up by the idea that what we talk about and how we talk about it is for the most part determined by the culture in which we have lived.Culture is learned on both the cognitive and affective levels. We are told some of what our culture is, but most of it we simply absorb without being aware of it. C ulture is vague and it is specific; it is all of an individual, and it is but part of an individual. Lacking consistencies and any clearcut distinction between what is an individual trait or what is a cultural characteristic, we sometimes tend to oversimplify and overgeneralize. Both of these actions are wrong. Cultural generalizations must be viewed as approximations, not absolutes. As our own experiences have taught us, there are occasions when people do not act out the prescribed and accepted modes of cultural behavior. Even though not all human transactions follow a prepared script, the study of culture does help explain much of what takes place between people.。

跨⽂化交际第三章课件Unit 3Daily Communication (II)Case AnalysisCompliments and Compliment Responses Gift-giving and gift-receiving ExercisesCase AnalysisAn Invitation to DinnerThe Cancellation of the Dinner Party Why should they do like this The Embarrassment Caused by “No Etiquette”Compliments and Compliment ResponsesMain point: Chinese modestySocial functions of compliments Differences between Chinese compliments and English complimentsCultural assumptionExpressions for gratitude in English and ChineseCommon expressions for apology inChinese ModestyOh, it’s an ordinary dress I bought in China.Should I blush, or should I tell him you don’t really mean it Growing flowers is my hobby, but I’m not much good at it.I really know so little about the subject....Social functions of complimentsCreating or reinforcing solidarity greeting peopleexpressing thankscongratulationencouraging peoplesoftening criticismstarting a conversationgetting over embarrassmentDifferences between Chinese compliments and English complimentsThe Semantic formulaThe Syntactic FormulaCommon responses formula in E-and C-complimentsThe Semantic FormulaEnglish:This was a great meal.Bill, you look so nice today.I love your dresses.About 80% adj. 16%verbs Chinese:你的房间不错。

同济大学跨文化交流课文第二课Communication（textA）2. CommunicationText AA Wide-Angle View of CommunicationFrom birth to death, all types of communication play an integral part in your life. Whatever your occupation or leisure-time activities, communication of one form or another has a role. In fact, if people were asked to analyze how they spend most of their waking day, the prime responses would be “communicating”or “being communicated to”. In reality, communication is our link to the rest of humanity, But what is communication? And what is it we seek to accomplish with it? Let us begin to answer these questions by examining what we consider to be the essential ingredients of communication.Senders and ReceiversCommunication involves people who send and receive messages, sometimes simultaneously. This means that the role of sender or receiver is not restricted to any one party to the communication process; instead, we play both roles.There are times when it seems as if communication is predominantly one way: receivers of messages fail to react; senders of messages fail to consider the reactions of the receiver before sending another message. But for communication to be effective, the messages people send to others should, at least in part, be determined by the messages received from them.Field of ExperienceWe each carry our field of experience with us wherever we go. When the people communicating have had similar life experiences, chances are they will be able to relate to each otherin an effective way. However, to the extent that their life experiences have been different, they will probably have difficulty interacting with or understanding each other. As our storehouses of experience diverge, it becomes harder for us to share meaning. Conversely, as storehouses of experience converge, the sharing of meaning becomes easier.MessagesThe message is the content of a communicative act. People communicate a wide variety of messages. Some of these messages are private (a smile accompanied by an “I love you”), while others are directed at millions (a network television show, a mass-market paperback). Some messages are sent intentionally (“I want you to know”), while others are sent accidentally (“I didn’t realize you were watching me”). But as long as someone is there to interpret the results of a sender’s efforts, a message is being sent. Thus, we can say that everything a sender does or says has potential message value.Consequently, whether you smile, listen, renew a magazine subscription, watch a particular TV program, or turn away from a person, you are communicating some message, and your message is having some effect.ChannelsWe may send our messages to receivers through a variety of sensory channels. We may use sound, sight, smell, taste, touch, or any combination of these to carry a message. Some channels are more effective at communicating messages than others, and the nature of the channel selected affects the way a message will be processed. The impact of a message changes as the channel used to transmit it changes. Experience shows that most of us have channel preferences; that is, we prefer to rely on one ormore channels while disregarding others. Which channels are you most attuned to? Why? Adept communicators are channel switchers who recognize that human communication today is an ever-expanding, multichanneled event.NoiseNoise is anything that interferes with the ability to send and/or receive messages. Thus, while noise could be sound, it does not necessarily have to be sound. It could also be physical discomfort (a headache), psychological makeup (a poor self-concept, an inflated ego, or a high level of defensiveness), semantic misunderstandings (as when people give different meanings to words and phrases or use different words and phrases to mean the same thing), or the environment (a sparsely furnished room, a dimly lit office).The important point to remember is that noise can function as a communication barrier. As noise increases, the chances for effective communication usually decrease, and as noise decreases, the chances for effective communication usually rise. FeedbackFeedback returns information to the sender of a message, thereby enabling the sender to determine whether the message was received or correctly understood. There are at least three ways of looking at feedback.First, it can be positive or negative. Positive feedback encourages sources to continue sending similar messages; In contrast, negative feedback discourages sources from encoding similar messages.Second, feedback can be immediate or delayed; and third, it can be free or limited. In an immediate and free feedback condition, the reactions of the receiver are directly and freelycommunicated to and perceived by the source. At a political rally a speaker knows immediately whether the audience in the hall is friendly or unfriendly. In contrast, if you want to communicate your opinion of a newspaper article to the editor, before your views are received by the intended party, and printed, several days or perhaps even weeks might elapse.Feedback serves useful functions for both senders and receivers: it provides senders with the opportunity to measure how they are coming across, and it provides receivers with the opportunity to exert some influence over the communication process.EffectEvery communication has an outcome; that is, it has some effect on the personswho are a party to it, though the effect may not always be immediately observable. The consequence may be monetary, cognitive, physical, or emotional. For example, people may profit from the communication, or learn something, or alter their appearance or self-image.ContextFinally, every communication takes place in some context, or setting. Sometimes, the context is so natural that we fail to notice it; at other times, the context makes such an impression on us that we make a conscious effort to control our behavior because of it. For example, consider the extent to which your behavior would change if you were to move from a park to a political rally, to a movie theater, to a funeral home. Every context provides us with rules or norms for interaction. Sometimes place, time, and the people with us affect us without our being aware of it.。