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Bicultural-Bilinguals

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Authors:
  • Ringberg, Torsten ;
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    Department of Marketing, Copenhagen Business School
  • Luna, David ;
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    Baruch College, The City University of New York
  • Reihlen, Markus ;
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    Leuphana Universität Lüneburg
  • Peracchio, Laura A.
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    University of Wisconsin-Milwaukee
Subtitle:
The Effect of Cultural Frame Switching on Translation Equivalence
DOI:
10.1177/1470595809359585
Abstract:
Cross-cultural management research suggests that bicultural-bilinguals are ideal cultural mediators as they are able to access dual cultural frameworks and seamlessly switch back and forth between these. The assumption is that this switching between cultural frameworks ensures equivalency in meaning across cultures. Yet previous research has only shown this effect at a between-subject level during which cultural variables were not controlled for. Our research controls for such influences by relying on a within-subject approach, illustrating that language triggers frame switching among bicultural-bilinguals and that the process is largely tacit. Moreover, such frame switching may lead to unintended consequences for organizations seeking to control a meaning across cultures as the meaning in the original language is uprooted to a point where it may no longer be recognizable within a different language. We illustrate this drift in meaning across both concrete and abstract concepts and discuss its managerial implications.
Type:
Journal article
Language:
English
Published in:
International Journal of Cross Cultural Management, 2010, Vol 10, Issue 1, p. 77-92
Keywords:
Bicultural/bilingual mediators; Frame switching; Intercultural comunication; Knowledge transfer; Multinational firms
Main Research Area:
Social science
Publication Status:
Published
Review type:
Peer Review
Submission year:
2010
Scientific Level:
Scientific
ID:
15451707

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