THE ROLE OF CULTURAL AWARENESS IN BUILDING CHINESE HEALTH FOOD BRANDS Using Netnography in Searching Cultural Arguments to Be Used for Marketing Health Foods in China

Despite the complexity of the Chinese culture consumer product businesses should apply them in building brands for Chinese markets. There are reasons to believe that cultural values and attitudes affect the buying behavior of Chinese consumers. Companies that wish to create brands in China should therefore be aware of the prevailing cultural values and consumer attitudes. This thesis will examine which values and attitudes mostly affect Chinese consumers of health food products. The study will be done by conducting a netnography. Because netnography is actually a collection methods rather than a single method, other auxiliary methods will also be applied. These methods are emotion, language and sentiment analysis (ELS analysis). Emotion analysis will be conducted because cultural values are mostly built on emotional basis. Sentiment analysis will assist in recognizing the key factors that help to locate values and attitudes. Because the netnography will be conducted in Chinese web forums by a non-native researcher, linguistic aspects should also be analyzed in parallel with emotions and sentiment analysis. The study shows that the Chinese consumers of health food products put much importance on functional, analytical and collectivistic attitudes as well as social and psychological values. Of all the twelve cultural values defined, the role of family rose above all. Also perseverance, frugality, guanxi and harmony were highly presented. The attitudes were found by recognizing certain attitude factors. Of all the factors, health foods’ functional benefits and aesthetic content together with consumers’ value consciousness surpassed other factors. Besides these results that can be applied by foreign health food companies willing to enter Chinese consumer markets, also academia can benefit this new approach for conducting ethnographies online.

Mistä on hyvät tytöt tehty? Somalitytöt ja maineen merkitykset

Tutkimus käsittelee islaminuskoisten somalityttöjen hyvään ja huonoon maineeseen liittyviä uskonnollisia, kulttuurisia ja etnisiä määrittelyjä ja niiden merkityksiä heidän arjessaan. Turussa hankittu etnografinen tutkimusaineisto koostuu osallistuvaan havainnointiin perustuvasta kenttäpäiväkirja-aineistosta sekä kahdestakymmenestäviidestä 17‒35-vuotiaiden somalityttöjen ja -naisten teemahaastattelusta vuosilta 2003–2006. Tutkimuksen tehtävänä on selvittää, minkälaista somalityttöä pidetään maineeltaan hyvänä ja miten tytön maine voi mennä. Tutkimuksessa tarkastellaan yhtäältä sitä, mikä merkitys sosiaalisilla verkostoilla on tyttöjen maineen määrittelyssä. Toisaalta kysytään, mitä somalitytöt ja nuoret naiset itse ajattelevat tytön maineeseen liittyvistä odotuksista ja miten he niistä tietoisina toimivat. Lähestymistapa rakentuu uskontotieteen, antropologian, sukupuolentutkimuksen, tyttötutkimuksen, nuorisotutkimuksen ja kulttuurimaantieteen näkökulmia yhdistelemällä. Ensimmäisessä aineistontulkintaluvussa tarkastellaan tyttöyteen ja maineen rakentumiseen liittyvää ruumiillista merkityksenantoa pukeutumisen, seksuaalisuuden, tyttöjen ympärileikkausta koskevan asennemuutoksen ja seurustelun teemojen kautta. Toisessa luvussa keskitytään kaupunkitilan ja tyttöjen vapaa-ajanvieton sosiotilallisiin tulkintoihin sekä tyttöjen käytöstä kodin ulkopuolella määritteleviin ja mainetta rakentaviin puheisiin. Haastatellut arvostivat islamiin ja somaliperinteeseen liittyviä arvoja ja pitivät niitä oman käytöksensä ohjenuorina. Omanarvontunto, itsekontrolli ja vastuuntunto omista teoista liitettiin ”hyvään tyttöyteen”. Tyttöjen toimijuus ilmeni heihin kohdistuvien odotusten suuntaisena käyttäytymisenä ja näiden ihanteiden arvostamisena. Toimijuus näkyi myös tiettyjen tyttöihin ja poikiin kohdistuvien erilaisten odotusten kyseenalaistamisena ja joissakin tapauksissa vastoin odotuksia toimimisena. Turkua myös verrattiin somalityttöjen käytöksen osalta pääkaupunkiseutuun. Tässä vertailussa Turku nimettiin kulttuurisen jatkuvuuden, pääkaupunkiseutu kulttuurisen muutoksen paikaksi. Haastateltujen mukaan yhteisöllisiä tulkintoja tyttöjen käytöksestä tehtiin puheissa ja juoruissa, usein suhteessa havaintoihin suomalaistyttöjen käytöksestä. Tyttöjen arkeen nämä etniset ja moraaliset eroteot eivät kuitenkaan vaikuttaneet aina samalla tavoin, koska tulkinnat tyttärille sopivasta ja mahdollisesta käytöksestä voivat vaihdella perheiden välillä. Tutkimus tuo esille, että tytön hyvä maine on eräs perheen hyvinvointiin vaikuttavista tekijöistä. Somalityttöjen käytös on myös eräs yhteisöllinen peili, jota vasten tehdään laajempia tulkintoja somalikulttuurin ja uskonnollisten arvojen tilasta diasporassa. Liiallinen muutos tyttöjen käyttäytymisessä uhkasi yhteisöllistä jatkuvuutta ja uskonnolliskulttuuristen arvojen välittymistä seuraaville sukupolville. Laajasti ymmärrettynä ”hyvä tyttöys” ja hyvä maine oli onnistuneen kulttuurisen neuvottelun tulosta diasporassa. Se tarkoitti, että tyttö kiinnittyi somalialaiseen taustaansa ja sen välittämiin arvoihin, osallistuen samalla kuitenkin myös suomalaiseen yhteiskuntaan.

Cultural Diversity, Social Cohesion, Religion: Core Values and Educational Policies in Four European Nations

In my doctoral thesis I evaluate strategies designed to cope with the multicultural nature of four European nations: Great Britain, The Netherlands, Sweden, and Denmark. I also analyse and clarify the question of the place of religion in present-day Europe. The empirical material analysed in the study consists of politicians’ statements and policy documents dealing with immigration policy and religious and values education in the four countries. In addition, I analyse statements issued by the Council of Europe regarding religious education, along with all cases relevant to religious education brought before the United Nations Human Rights Committee or the European Court of Human Rights. The theoretical framework is formed by the scholarly debate – among philosophers, sociologists and scholars of religion in education – concerning the question of a just society. Special emphasis is given to philosophical theories that are in favour of granting special group rights to religious minorities in the name of equal treatment. With regard to the question of the appropriate place of religion, I apply Kim Knott’s methodological model for locating religion in secular contexts, and Émile Durkheim’s theory as to the significance of religion and collective sentiments in uniting adherents or members of a group into a single moral community. The study shows that even when the positive side of immigration, as a potential force for the enrichment of the public culture, is acknowledged, there is anxiety as to the successful integration of immigrants. The premises and goals of immigration policies have also been questioned. One central problem is the incommensurability between the values upheld by Western liberal democracies and certain religious traditions, above all those of Islam. Great Britain, The Netherlands, Sweden, and Denmark have tightened control over their citizens’ ethical attitudes and want to regulate these as well. In coping with cultural diversity, the significance of education, especially religious education, plays a significant role; as future citizens, pupils are expected to internalise the society’s core values as well as gaining an understanding of different cultures and ways of life. It is also worth noting that both the Council of Europe and the European Court of Human Rights have recently expressed the view that one important goal of religious education is to enable pupils to be critical and autonomous with regard to different religions and moral positions. The study shows that religion is not seen as purely a personal matter. Religion is closely linked to individual and national identity, and religious traditions thus have a place in the public domain. It should be noted, however, that a religious tradition – more precisely, an interpretation of religious tradition – qualifies as a legitimate partner in the democratic decision-making process only if it shares similar values with Western European nations.

The cultural dimension in focus : promoting awareness of diversity and respect for difference in a Finland-Swedish EFL classroom

This study addresses the role of EFL education, its potential and shortcomings, and the challenges the future of EFL education will bring. It is argued that new societal demands and the limited time we have at our disposal in the classroom make it necessary to rethink goals and content and move away from the transmissionof limited sets of facts and information to helping students develop awareness and competences that can be applied in many different situations, also in a perspective of lifelong learning. The overall aim of the current study is to problematize and increase understanding of the implementation of cultural aspects in the language classroom by addressing the interrelated what, why and how of the cultural dimension within EFL education. This has been conducted by means of theoretical explorations into the area, alongside an attempt at promoting intercultural competence (IC) in a more systematic and insightful manner within my own educational praxis. The focus of the intercultural work in the classroom was on the promotion of awareness of difference and diversity, as well as respect for such difference through the ability to decenter from cultural norms and behavior that previously have been taken for granted. These are two elements that have been suggested as fundamental for other work with IC in the classroom and for the realization of important aspects of the underlying values of basic education. In the context of this study, IC comprises several interconnected components supportingeach other in a variety of ways, with the further aim being interaction with and respect for difference in general, not only concerning e.g. representatives ofcertain English-speaking communities. The methodology was informed by action research, with myself in the role of the teacher-researcher or the reflective practitioner. For the purpose of the project I was authorized to take on the EFL education for the three years of upper comprehensive school of one random class of students originally assigned to one of the language teachers of the selected Finland-Swedish school. Thus, the class of 17 students was not specifically chosen for the project, and the aims and contents chosen for the development project were placed within the framework of the ordinary curriculum. By exploring the students¿ insights concerning different English-speaking cultural groups, mainly through a set of questionnaires, it was possible to outline the work with the cultural dimension in the classroom for the following three years. Work progress was evaluated at specific stages, and the final project evaluations were conducted through individual student interviews in grade 9. The interviews were focused on possible development of students¿ insights concerning different aspects of the cultural dimension. In particular this concerned awareness of difference and diversity, including modification of stereotypes, as well as the ability to decenterin order to be better able to respect such difference. I also explored students¿ awareness and views of the activities and approaches used in class, as well asaffordances both inside and outside the EFL classroom in relation to these intended insights. A further focus area was the perceived relevance to students of different aspects of the cultural dimension. The frameworks and approaches adopted for the work in the classroom all have in common that they are based on a constructivist framework, where knowledge is constructed and reconstructed through interaction with one¿s social and cultural environment, including interaction with others. Reflective processes precede or are simultaneous with the learning of basic factual knowledge. This entails a view of learning as a progression from simple to more complex models rather than as a progression from facts to understanding and analysis. Here, the development of intercultural competence is seen asa cyclical process, or along a spiral curriculum, from simple to more complex levels through a combination of cognitive, affective and behavioral elements within a framework of experiential learning. This project has shown one possible wayforward concerning the development of intercultural competence within EFL education through a more systematic and comprehensive approach regarding linguistic and cultural aspects. The evaluation of the educational process explored in the study suggests the possibilities for work with the promotion of awareness of difference and diversity concerning some specific context that, based on students¿ prior knowledge and preconceptions, would benefit from further work. In this case, the specific context primarily concerned different aspects of both cultural and linguistic conditions in the UK. It is also suggested that many students developed the ability to decenter, described in the study as integral to being able to respect otherness. What still remains to be explored are more individualized approaches considering students¿ different levels of departure. Further work alsoneeds to be put into how to apply insights gained in these specific situations to more general contexts. It is also necessary to explore the use of the suggested approaches in a wider range of different contexts.

Representations of cultural encounters in the global business press – The importance of cross-cultural competence

This qualitative study has started from the interest to examine how the reality of crosscultural encounters is presented in the global business press. The research paper emphasizes different ways to classify culture and cross-cultural competency, both from the point of view of individuals and organizations. The analysis consists of public discourses, where cross-cultural realities are created through different persons, stories and contexts For data collection, a comprehensive database search was performed and 10 articles from the widely known worldwide business magazine The Financial Times were chosen as the data for the study paper. For the functions of addressing the research study questions, Thematic Content Analysis (TCA) and also Discourse Analysis (DA) are utilized, added with the continuous comparison method of grounded theory in the formation of the data.The academic references consist of literary works and articles presenting relevant concepts, creating a cross-cultural framework, and it is designed to assist the reader in the navigation through the topics of culture and cross-cultural competency. The repertoires were formed from the data and following, the first repertoire is contrast difference between home and target culture that the individual was able to discern. As a consequence of the first repertoire, the companies then offer cultural training to their employees to prepare them to situations of increasing levels of cultural variation. The third repertoire is increased awareness of other cultures, which is conveyed as a result of cultural training and contextual work experience. The fourth repertoire is globalization as an international business environment, where the people in the articles perform their job functions. It is stated in the conclusions that the representations emphasize Western values and personal traits in leadership.