Cultural Learnings

Here's another funny Skol beer commercial. The last few seconds are the funniest.



It might seem odd that this commercial would be shown in Brazil - it could be misinterpreted that Brazil couldn't win any other way than cheating. Clearly, if that was the true message, the commercial writers and producers would not be able to show themselves on the streets anywhere in Brazil for fear of reprisals. So, I believe this is an example of a cultural perception bias. Here in the US, we tend to follow rules more strictly than in Brazil, for instance, so we would view this commercials as an outrageous act. But, I believe in Brazil this is probably perceived as a creative way to humiliate the Argentinians (their arch-rivals in soccer - think Yankees/Red Sox times 100).

Believe it or not, this concept of cultural differences towards following rules was a lesson we learned from our Cross-Cultural Trainer before we left for Brazil (more about this in another post). In anthropological terms, it's known as Trompenaars' laws of Universalism vs. Particularism. According to the class, Germans and the Scandinavians tend to be the strictest rule followers; The Chinese, Russians, and certain Latin American cultures tend to be less driven by the means, and more focused on the results. I really enjoyed our CC training class - I find these kinds of differences fascinating, which is probably one reason I enjoyed my time in Brazil so much. I looked forward to discovering these cultural differences or linguistic differences. (Overview article here, more in-depth cultural differences discussion here).

Generalizing here a bit... My perception was that the people in Brazil tended to find creative and unique solutions to problems; solutions which may somewhat push the boundaries of "the rules"; the kind of solutions that once the result was achieved - the rule that was overcome was re-written to match the newly developed solution. The solutions were often based on superior negotiation skills, interpersonal relationships, or just overwhelming personal commitment to finding a way.

In Brazil, they have a word for this: "jeito" (or "jeitinho" diminutive form). Basically, it means finding a way around your problem. Here's an article explaining a little more, although the author tends to focus on illegal activities - this is not what I'm implying about my experience. In my case, I saw this spirit in action at work overcoming challenges or, at times, when my boss's executive assistant would find ways to make things happen for us - like getting certain government paperwork rushed through or dealing with disputes with our cell-phone service provider.

This is an aspect of the culture that really left an impression on me. It's a filter for me now when I'm watching the news, dealing with the crisis of the week at work, or just life in general. I think I'm more apt to try to view a situation from the otherside as a means to finding a win-win solution.

This could also explain why Borat was probably one of the funniest movies I have seen in a long time. See it if you haven't, and you will appreciate cultural differences, even if they are made up.