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MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices contextual perspective of culture -whose metaphor is represented in the ocean of Fang (2005-2006) -, that involves an approach to the visible aspects or cultural values, such as internal processes and the different moments of tension that can, under certain circumstances, become visible. d) A complex view of culture does not only fix his gaze on the national culture, but is concerned with the internal and external dynamics that shape, such as assumptions, values and behavior of individuals who are part of it and the culture of the groups 1 . The acceptance of Zhaocai Mao as a symbolic object by different cultural processes apart from those that actually comes demonstrate the three points raised by Fang (2005-2006) in which is established a paradoxical nature of culture, a cultural explanation that responds to a context and a specific time and a new identity of national cultures responding to globalization platform. The coexistence of paradoxical values –as it is showed by the Colombian immigrant woman who has a Zhaocai Mao next to the statue of Jesus at her homerequires the approach of an analytic stance that allows capturing the inner culture mechanism that is being built on a specific time and place. In the middle of this contextual perspective lies, without a doubt, the assessment that requires the adoption of the most appropriate dynamic for the explained situation and to determine, for example, the variation in working hours of the "Bazaar Zhong Yu" to fit to Sundays which generally in Spain are not working days. The assimilation of habits and objects, as a result of collision and cultural clashes permits, under the characteristics of the information society, the observation of the change processes in a more transparent way, although it requires a very high analytic speed to the rapid change that means the evident and daily collision between many cultures. Under a static perspective of the culture, different and fast processes that happen inside the globalization –the introduction of Zhaocai Mao in different Western shops 2 - will escape from the explanatory methodological frameworks that are part of a scientific perspective that appreciates the culture from a mechanic positioning (mechanic science), and therefore, which do not reach to measure the dynamic of a multicultural and global process. 3. Cultural exploration in a economical crisis Cultural exploration -necessarily away of bipolar and exclusive visions and taking distance of dimensions and indicators that represent serious problems for measuring the diversity of the subject- finds in the Oriental tradition, according 1 The fact that groups were analyzed, as stated by Fang (2005-2006), involves the assimilation of the philosophy of yin-yang to approach the understanding of the use and inclusion of the opposing forces within a given value system. Thus, the cultural groups that are mixed in those contrary forces are, to the author, four: national groups of specific cultures, ethnic groups in specific regions, organizational and industrial groups and groups of global cultures with common interests (2005-2006 and Fang Leung, 2005, in Fang, 2012: 6). 2 The situation, by the way, coincides with a high degree of social distance (in the West European) in front of religious traditions, also caused by a high degree of exchange of cultural and symbolic information. 61
MEDIA LITERACY AND INTERCULTURAL DIALOGUE Strategies, Debates and Good Practices to Fang (2003, 2005-2006, 2010 y 2012), a cultural analysis element based on the unexplored field of paradox. The cultural approach device is based, likewise, in the philosophy of yin -yang as a framework for understanding the paradox and comprehends the change in the culture characteristics that are part of complex processes of collision and change within a framework of globalized and interconnected relationships. Under dialectical analytical offered by the Eastern yin-yang perspective is possible to study the rapid introduction of an element like Zhaocai Mao, a symbol of Eastern tradition, in the everyday places of the West. The paradoxical situation occurs when coexist, in the same altar, the sacred elements of the Catholic tradition and the Fortune’s cat as a symbol of Eastern prosperity. At the same time, our Colombian immigrant woman invokes one or the other object of his altar according to the need in the specific context - an economic necessity will carry her to Zhaocai Mao, while to solve a health problem she probably will say a pray in front of Jesus’ statue-. "Bazaar Zhong Yu" currently has the greatest potential for economic growth -or at least maintenance- than other similar domestic shops because of cultural change according to the crisis context. Spanish buyers preferred, some years before, a quality product pushing down their demands about low prices. 4. Final note Nowadays, people tend to look first the price before the product quality. But the symbolic dialogue discussed would be unthinkable in a context that was not marked by a blurring of boundaries and exchange of global information. No doubt it is globalization that has allowed cultural collision and friction of which have emerged new hybrid cultural situations. From them, from daily internal struggles, from collisions and symbolic dialogues, from endless communication between languages and traditions, Zhaocai Mao is just a wave crest inside the new global culture ocean. References Fang, T. 2003. “A critique of Hofstede’s fifth national culture dimensión”. International Journal of Cross Cultural Management, 3(3): 347–368. Fang, T. 2005-2006. “From “onion” to “ocean”: Paradox and change in national cultures”. International Studies of Management & Organization, 35(4): 71-90. Fang, T. & Faure, G. O. 2011. “Chinese communication characteristics: A Yin Yang perspective”. International Journal of Intercultural Relations, 35(3): 320- 333. Fang, T. 2012. “Yin Yang: A new perspective on cultura”. Management and Organization Review (Forthcoming). 62
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