Internet memes are rewarded with popularity for their repetition of recognizable ideas. Likewise, meme communities tend to adopt a politics that is conservative - especially when the source material readily lends itself to that very politics. In the case of Star Wars, a tale of heroism is being twisted into a sincere veneration of the villain, and an emulation of his violence and tyranny.
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The purpose of the research we undertook for this Conference Paper was to investigate whether marketing campaigns for specific types of drinks could be directed towards age cohorts rather than towards intercultural differences between countries. We developed consumer profiles based on drinking motives and drinking behavior by age cohorts. We hypothesized that differences between countries in the youngest age groups are smaller than in the older age groups, where country specific tradition and culture still plays a more prominent role. We, therefore tested, from the data obtained by the COnsumer BEhaviouR Erasmus Network (COBEREN), the hypothesis that the extent to which the age specific profiles differ between countries increases with age. The results confirm our hypothesis that the extent to which drinking motives differ between countries increases with age. Our results suggest that marketing campaigns which are directed towards drinking motives, could best be tailored by age cohort, in particular when it concerns age group 18-37 and more particular for beer, spirits and especially premix drinks. Marketing campaigns for non-alcoholic beverages should be made specific for the British countries and the Western countries, but even more effectively be made specific for the age cohort 18-37.
In this chapter, seven intercultural teaching experiences are contextualised by using the Hofstede (2011) model on cultural dimensions. The experiences are from Australia, China, France, Germany, Russia, India and Thailand. They are analysed using Hofstede’s four cultural dimensions of Power Distance, Individualism, Masculinity, and Uncertainty Avoidance. The results show that stereotypical behaviour in the teacher-student interaction is confirmed, but is also refuted in numerous instances and across the dimensions. The described cases also cover interactions between the guest lecturer and staff of the hosting universities in the seven countries. This anecdotal evidence shows more commonality with the Hofstede model than the teacher-student relationships do. Using Hofstede’s model to prepare for and carry out international guest lectures remains a useful tool. It is advised to keep an open mind and not take stereotypical behaviour for granted
