Arnold Groh

To investigate cultural lifestyle preferences in different cultural contexts, a forced-choice questionnaire was constructed, based on Thurstone's Law of Comparative Judgement, an almost forgotten statistical method of 1927, which is a useful tool for assessing groups. This study's questionnaire items targeted job and living conditions in the spectrum from traditional to globalised lifestyles. Subjects were indigenous representatives at the UNO in Geneva, and students in Nigeria, Cameroon, South Africa and Germany. The preferences ascertained reflect attitudes on a scale ranging from very traditional to very globalised lifestyles. Although being an uncommon assessment tool, Thurstone's Comparative Judgement indicates to yield highly valid outcomes, as the results of the African university students, though from three different countries, resembled each other, but were complementary to the results of the indigenous representatives, which, in turn, mirrored the Berlin controls' profiles, according to expectations. Findings are discussed in light of the Symbolic Self-Completion Theory.

This authoritative but concise guide describes the most significant cultural theories from the 19th to the 21st century and their originators, as well as the links between them and their mutual influences. This guide explores ideas around what culture is, when and why cultures change over time and whether there are any rules or principles behind culture-related phenomena and processes. For those seeking to answer questions on culture, familiarity with these topics is essential. From refugee movements caused by wars, to the ongoing demographical changes in regions of the world like sub-Saharan Africa or the Indian subcontinent, understanding the underlying mechanisms of culture-related processes has become an immediate and essential task. Covering everything from the processes of cultural change to counterculture and destabilisation, the book explains different ideas in a clear and objective fashion and includes approaches that have been unduly neglected but which have high explanatory value regarding culture and its phenomena. Providing readers with an up-to-date idea of what culture is, and how our understanding of it has been established over the past century, this text is the perfect companion for advanced undergraduates, postgraduates and researchers.

En 2007, la Declaración sobre los Derechos de los Pueblos Indígenas fue adoptada por la Asamblea General con la mayoría de los estados miembros de las Naciones Unidas. La declaración tiene relevancia para cualquiera que esté al mando o en contacto con los pueblos indígenas. Un efecto central de la dominancia de la cultura globalizada sobre culturas indígenas es la asimetría de la percepción e influencia mutua. Debido a los efectos de la presión social externa de la globalización los pueblos indígenas tienen poca libertad de elección. Ejercer su derecho a una autonomía cultural en educación y estilo de vida es muy difícil para los indígenas. Por parte de gobiernos, problemas con los derechos sobre la tierra son un obstáculo para reconocer la autonomía de los pueblos indígenas. Algunos artículos de la declaración de derechos indígenas son presentados que tienen relevancia para personas externas, como investigadores o turistas, en contacto con personas indígenas. The Declaration on the Rights of Indigenous peoples is an instrument to combat inequalities on an international level. However, the implementation is still a matter of disregard and conflict, as states are reluctant to give up their privileges. Yet, with the Declaration, a foundation has been laid to claim acceptance and respect of indigenous lifestyles, the use of their territories by themselves, the passing-on of culturally specific knowledge to the next generations, and other aspects. The new situation of International Law also brought along consequences for any external person contacting an indigenous culture, be it scientists, tourists or others.

This forward-looking resource offers readers a modern contextual framework for conducting social science research with indigenous peoples. Foundational chapters summarize current UN-based standards for indigenous rights and autonomy, with their implications for research practice. Coverage goes on to detail minimally-invasive data-gathering methods, survey current training and competency issues, and consider the scientist’s role in research, particularly as a product of his/her own cultural background. From these guidelines and findings, students and professionals have a robust base for carrying out indigenous research that is valid and reliable as well as respectful and ethical. Among the topics covered: · Cultural theories and cultural dominance. · The legal framework of research in indigenous contexts. · The role of language within indigenous peoples’ cultural rights. · Methodology: how to optimally collect data in the field. · Researchers’ influence and philosophy of science. · Learning how to prepare research in indigenous contexts. Research Methods in Indigenous Contexts is an important reference benefitting a wide audience, including students and researchers in the social sciences, humanities, and psychology; decision-makers of NGOs and GOs that act with regard to humanitarian aid, for tourism projects, or any other contingency with indigenous contexts; and policymakers interested in the aspects of human activity upon which indigenous cultural concerns are based.

In order to protect indigenous cultures, their knowledge and their ways of living, it is necessary to analyse the mechanisms of cultural change, with a special focus on those factors that lead to the destabilisation, and even deletion, of formerly autonomous social systems. Cultures consist of human beings, and the mechanisms and interactions within and between cultures consist of human behaviour. Generally, the mutual influences between cultures do not occur in a symmetrical way. Rather, one side is usually exposed to effects of the cultural dominance, which the other side exercises upon it. Within the macrostructure of intercultural influences, cultural elements of indigenous cultures are deleted and replaced by the cultural elements of the dominant culture. In the progress of globalisation, consent among the participants with regard to behaviour patterns and cognitive styles leads to the obliteration of traditional knowledge and behaviour which until then had been characteristic for the respective cultural group. Meanwhile, indigenous cultures are endangered worldwide, and the process of globalisation is determined predominantly by the industrial culture. The transfer of the dominant cultural elements does not only lead to the deletion of specific knowledge of indigenous cultures, but also of context-relevant behaviour patterns of those concerned, who then participate in the destruction of the environment with the further effects of erosion, loss of species, and climate change. Yet, a representation of those mechanisms in functional models helps to define effective methods of intervention.

Mobile phones are part of a major growth industry in so-called Third World countries. As in other places, the use of this technology changes communication behaviour. The influence of these changes on indigenous social structures was investigated with a mixed-type questionnaire that targeted parameters such as: in-group vs. out-group communication, involvement with dominant industrial culture and the use of financial resources. Data was collected from indigenous representatives at the United Nations, as well as in Africa from subjects of various cultural backgrounds, and from a control group in Berlin. The results reflect widespread use of mobile phones among indigenous persons, having a segregating effect within the indigenous community, but also enhancing ingroup communication and especially the use of the indigenous language. Mobile phones also facilitate moves from village to town, with the opportunity of frequently communicating with other in-group members.

In a series of studies the assumption of a lack of colour concepts in indigenous societies, as proposed by Berlin & Kay (1969) and others, was examined. The research took place in the form of minimally invasive field encounters with indigenous subjects in South East Asia and in India, as well as in West, Central, and South Africa. Subjects were screened for colour blindness with Ishihara- and Pflüger-Trident-Test. Standardised colour tablets had to be designated in the indigenous languages; these terms were later translated by native speakers of the indigenous languages into a European language. The indigenous subjects were able to name the colours presented. Indigenous vs. globalised cultural factors were reflected in the use of reference objects for naming colours. Both metonymical and non-metonymical indigenous colour names did not follow a stage pattern as Berlin & Kay (1969) and others have proposed. The high precision of indigenous colour names corresponds both to the precision of experts’ colour names in the industrial culture, and to the highly precise grammar that characterises indigenous languages. It is concluded that cognitive categorisation of visual perception takes place regardless of the cultural context, and that former misunderstandings resulted from inappropriate methodological designs.

In the progress of globalisation, the human being is exposed to effects of cultural dominance. For the individual, this exposure can be the stronger, the more autonomous his or her culture of origin used to be before the confrontation. Global consent with regard to behaviour patterns and cogni¬tive styles leads to the obliteration of traditional knowledge and behaviour upon which identity has been defined. The loss of identity in favour of belonging to the global society brings about a number of problems, which can be demonstrated in functional models. These models, in turn, may sup¬port the planning of interventional strategies and rescue work.

Culture is a key resource for tourism. Any destabilisation of a local culture makes a destination less attractive for visitors. It is therefore in the interest of tour providers to protect and re-stabilise culture. There is great need for such efforts with regard to indigenous cultures, which are endangered worldwide. In this chapter, it is being elaborated why tourism needs to employ policies that ensure the maintenance of indigenous cultures. In their idiosyn-cratic physical appearance, which, in tropical areas, is often unclothed, indigenous persons would have a slim chance to be acknowledged as citizens. This situation contrasts sharply with some basic claims of the global culture.

Why do people buy particular products? Which are the antecedents that lead to the decision in favour of or against the purchase? Knowledge of the underlying semiotic and perceptual mechanisms is of key importance for understanding marketing processes. There are different psychological approaches that help to explain the effects of advertisements and product design. Analysing the sign processes of marketing clarifies the strategies applied. By identifying the manipulative functions of advertising, this book supports the consumers' critical discourse.