Thursday, August 20, 2015

A to Z: Cultural Perspectives in Education

Vaughan M. Blaney
BSc(UNB,Canada), BEd(UNB,Canada), TEFLA(University of Cambridge), MEd(HKU, Hong Kong)

Book: "A to Z: Cultural Perspectives in Education"

The Letter 'Y'...

You can see that we are different
Your culture, my face
But when we learn to get along
Our world becomes a better place

You and I and others are different – that is plain to see – still all can agree that we:
  • live in the same year
  • wake-up to a yesterday
  • tend to yackety-yack to one another during recess
  • yawn when we are tired
  • enjoy trying a yoyo
  • think our favourite foods are yummy
  • know what is young and what is old
  • shout yes when the teacher asks if we can help
  • believe the sun is yellow
  • know how to print the letter Y

In my view, the most significant contributions made by transnational institutions like McDonald’s is that people can use them as bridges to other cultures. In the present case, it is American culture that makes the Beijing McDonald’s ultimately attractive to Chinese consumers. The customers want a “taste” of America, and the outcome of their pursuit is the creation of a Chinese version of American fast food culture. McDonald’s success in Beijing can therefore be understood only in the context of this localization process. Given the centuries-long development of Chinese cuisine, it is only natural that foreign foods have undergone the transformative process of localization. It is also tempting to predict that, twenty years from now, the “American” associations that McDonald’s carries today will become but dim memories for older residents. A new generation of Beijing consumers may treat the Big Mac, fries, and shakes simply as local products.

Yan, Yunxiang

No comments:

Post a Comment