1. Understanding Global Cultures Spain

4. Cultural Metaphors “Same Metaphor, Different Meanings” Ch. 22 The Spanish Bullfight Ch. 23 The Portuguese Bullfight

5. Cultural Metaphors Unit of analysis in the book = the nation or national culture Other “units of analysis” may include: one person (e.g., Paul Buffalo)Paul Buffalo the family (e.g., Strodtbeck) the community a region a culture

6. Culture Counts and it counts quit a bit

7. Geert Hofstede (1991) IBM study demonstrated that national culture explained 50% of the differences in attitudes in IBM’s 53 countries (p. 5)