Some amusing anecdotes about national differences, but on the whole way too simplistic.
The application of psychology and cultural anthropology to the world of marketing produces some pat answers.
Rapaille, a French psychologist who has become an American citizen and is a marketing consultant to major U.S. corporations, asserts that in addition to the Freudian individual unconscious and the Jungian collective unconscious, there is a third cultural unconscious that guides us. “Culture Code” is his term for the unconscious meaning that people raised in a given culture give to objects, persons, places, actions and relationships. He describes, and illustrates with numerous quotations, the technique he uses with focus groups to get past what people say to what they really feel, a process that he calls a “discovery.” By uncovering the true meanings of, say, cheese, or car, or dinner, he is able to advise companies on how best to market their products in a particular country. For example, learning from Rapaille that the Culture Code for Jeep in the United States is Horse, while in France and Germany it is Liberator, led Chrysler to formulate different advertising campaigns. Rapaille follows this example with a host of others demonstrating the importance of connecting with the Culture Code when launching a product in Europe or Japan. Presumably marketing managers profit from knowing that in the United States the Culture Code for food is Fuel, for sex it is Violence and for love it is False Expectation. Rapaille then extends his analysis of Culture Codes past marketing to domestic politics and foreign relations. Our Culture Code for the presidency, he reports, is Moses, i.e., a rebellious leader with a strong vision and the will to get his people out of trouble. Our Culture Code for America is Dream; however, to the Germans, our country is John Wayne; to the English it is Unashamedly Abundant; and to the French it is Space Traveler. Just how this knowledge can be used to win an election or improve international relations is not entirely clear.
Some amusing anecdotes about national differences, but on the whole way too simplistic.Pub Date: June 6, 2006
ISBN: 0-7679-2056-2
Page Count: 272
Publisher: Broadway
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: April 15, 2006
Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.
“Quality of life means more than just consumption”: Two MIT economists urge that a smarter, more politically aware economics be brought to bear on social issues.
It’s no secret, write Banerjee and Duflo (co-authors: Poor Economics: A Radical Rethinking of the Way To Fight Global Poverty, 2011), that “we seem to have fallen on hard times.” Immigration, trade, inequality, and taxation problems present themselves daily, and they seem to be intractable. Economics can be put to use in figuring out these big-issue questions. Data can be adduced, for example, to answer the question of whether immigration tends to suppress wages. The answer: “There is no evidence low-skilled migration to rich countries drives wage and employment down for the natives.” In fact, it opens up opportunities for those natives by freeing them to look for better work. The problem becomes thornier when it comes to the matter of free trade; as the authors observe, “left-behind people live in left-behind places,” which explains why regional poverty descended on Appalachia when so many manufacturing jobs left for China in the age of globalism, leaving behind not just left-behind people but also people ripe for exploitation by nationalist politicians. The authors add, interestingly, that the same thing occurred in parts of Germany, Spain, and Norway that fell victim to the “China shock.” In what they call a “slightly technical aside,” they build a case for addressing trade issues not with trade wars but with consumption taxes: “It makes no sense to ask agricultural workers to lose their jobs just so steelworkers can keep theirs, which is what tariffs accomplish.” Policymakers might want to consider such counsel, especially when it is coupled with the observation that free trade benefits workers in poor countries but punishes workers in rich ones.
Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.Pub Date: Nov. 12, 2019
ISBN: 978-1-61039-950-0
Page Count: 432
Publisher: PublicAffairs
Review Posted Online: Aug. 28, 2019
Kirkus Reviews Issue: Sept. 15, 2019
SEEN & HEARD
A forceful, necessarily provocative call to action for the preservation and protection of American Jewish freedom.
Known for her often contentious perspectives, New York Times opinion writer Weiss battles societal Jewish intolerance through lucid prose and a linear playbook of remedies.
While she was vividly aware of anti-Semitism throughout her life, the reality of the problem hit home when an active shooter stormed a Pittsburgh synagogue where her family regularly met for morning services and where she became a bat mitzvah years earlier. The massacre that ensued there further spurred her outrage and passionate activism. She writes that European Jews face a three-pronged threat in contemporary society, where physical, moral, and political fears of mounting violence are putting their general safety in jeopardy. She believes that Americans live in an era when “the lunatic fringe has gone mainstream” and Jews have been forced to become “a people apart.” With palpable frustration, she adroitly assesses the origins of anti-Semitism and how its prevalence is increasing through more discreet portals such as internet self-radicalization. Furthermore, the erosion of civility and tolerance and the demonization of minorities continue via the “casual racism” of political figures like Donald Trump. Following densely political discourses on Zionism and radical Islam, the author offers a list of bullet-point solutions focused on using behavioral and personal action items—individual accountability, active involvement, building community, loving neighbors, etc.—to help stem the tide of anti-Semitism. Weiss sounds a clarion call to Jewish readers who share her growing angst as well as non-Jewish Americans who wish to arm themselves with the knowledge and intellectual tools to combat marginalization and defuse and disavow trends of dehumanizing behavior. “Call it out,” she writes. “Especially when it’s hard.” At the core of the text is the author’s concern for the health and safety of American citizens, and she encourages anyone “who loves freedom and seeks to protect it” to join with her in vigorous activism.
A forceful, necessarily provocative call to action for the preservation and protection of American Jewish freedom.Pub Date: Sept. 10, 2019
ISBN: 978-0-593-13605-8
Page Count: 224
Publisher: Crown
Review Posted Online: Aug. 22, 2019
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