Multiculturalism in Lebanon

Multiculturalism in LebanonLebanon is a country with a long history which made it what it is today, a multicultural country. In a book cal guide Geopolitique du conflit libanais by Georges Corm, written in french, the Lebanese situation and how it got to the state it is now culturally is explained. This book starts off by saying that everywhere in the world, be it Paris, London or Geneva, the Lebanese is used to be gainn in the refined, cosmopolitan world of high finance, international negotiation, and real estate promotion. The author says about the Lebanese, quoting, on a trop coutume de le voir, pignon sur rue (Corm, 1986 5) which literally marrow we are extremely used to seeing him, g fit on street, the Lebanese.To be able to understand the multiculturalism of the individual carrying the Lebanese nationality, it is primordial to understand reflect highlights of this countrys history. Corm (1986 6) highlights the impact several historical moments had on Lebanon and the devel opment of its culture.As is known to all, Lebanon was under French mandate for a very long time. However, before the French occupation, in the previous century, Lebanon had been occupied by the Ottoman Empire. This Ottoman Empire occupation led Napoleon the Third to send an expedition in order to protect the Christians of Lebanon against the ferocity of Ottoman soldiery (Corm, 1986 10).In 1975, a civil war set off in Lebanon. Many times, foreign and powerful countries intervened. In 1976, France, ancient occupational force, mentioned the possibility of bringing in Lebanon French troops (army) (Corm, 1986 9). In 1978, soldiers belonging to the fall in Nations came to establish their troops in Lebanon. Moreover, in 1981, the United Nations of America also intervened in this civil conflict. Lebanon being a country based on confessionalism (divided into religious groupings) (Corm, 1986 6), the conflict became vaster when there was a separation between the Lebanese populations due to religion. The Christian Maronites asked for the French intervention, while the Druzes asked for British intervention (Corm, 1986 210).From all of the above, we corporation see that countries encompassing many antithetic and diverse cultures intervened in Lebanon imposing their linguistic process (that is, French and English), and their principles. For example, Lebanese children attending French schools were forbidden the practice of Arabic language within the school walls.In a way, this is the basis of what gave the Lebanese individual the easiness to adapt. The Lebanese got this acceptance of adaptation when he immigrated to other foreign destinations where breeding promised to be better.Corm (1986 20) describes a typical Lebanese person as a citizen of the Lebanese capital, Beirut city of patricians, merchants, artisans, and jurists ready to shell out any new vanquisher. Whether the conqueror was Egyptian, Iranian, Byzantine, French, Ameri tin can or British, it didnt matter . The only thing that mattered to a Lebanese person was that business was stable and always on the run (Corm, 1986 29).Because of the influence of the West in a country considered as being Oriental, Lebanon was thereof called this junction between the Orient and the Occident (Corm, 1986 15).The area of probeCulture can be delineate as a body of learned behavior, a collection of beliefs, habits and traditions, shared by a group of mickle and successively learned by race who enter the society (Joynt and Warner, 1996 33). Society in this context can apply to any level of culture, like nation, organization or profession. While in nigh instances, a persons nationality is a sufficient indicator of their culture (where the culture is the norm of that nationality), many societies now contain a variety of ethnic groups and individuals may comfortably be influenced by cultures other than their apparent nationality (Joynt and Warner, 1996 33). A specific ethnic group can be characterized by its language, politics, attitudes, economy, religion, values, customs, education, etc (Joynt and Warner, 1996 34).A specific ethnic group can also be called a Diaspora. Many definitions were given as to the word Diaspora. Generally, Diasporas are communities that define themselves by reference to a distant motherland from which they once originated (Coles and Timothy, 2004 1). When an ethnic group or a group belonging to a specific ethnicity, culture, religion, national personal identity and sometimes race (Coles and Timothy, 2004 3) are dot (that is, dislocated and then relocated voluntarily or not) around the globe, this is what can be called a Diaspora. Coles and Timothy (2004 4) mention Sheffers notion of a modern Diaspora as residing and acting in soldiers countries while still maintaining strong sentimental and material links with their countries of origin. They therefore have collective memories (Coles and Timothy, 2004 5) of their traditional country, and they face th e aforesaid(prenominal) situation as their co-ethnic members (Coles and Timothy, 2004 5). Diasporas are also divided into two distinct categories. The first category consists of victim Diasporas who have had a traumatic displacement from their grime (Coles and Timothy, 2004 6), and the second is the labour Diaspora which is scattering in pursuit of work (Coles and Timothy, 2004 6).This brings up the cultural aspect of this study. Coles and Timothy (2004 7) state that Diasporic communities move between regions and do not occupy a single cultural space, which leads to hyphenated communities which constitute the semantic coupling of the homeland and the host state.This affects the process of adaptation, assimilation or internalization of a host countrys culture (Joynt and Warner, 1996 166).The field of consumer behavior is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experience, to satisfy needs and de sires (Solomon, Barmossy, Askegaard and Hogg, 2006 6). In addition, people can express their self and their cultural and religious belonging through consumption patterns and sometimes there are cultural clashes (Solomon, Barmossy, Askegaard and Hogg, 2006 6). This is what links culture and the behavior of Diasporas in host countries to the field of consumer behavior.Accordingly, Nguyen and Polonsky (2003 1561) say that the number of migrants and migrant communities in first world countries has increased significantly and that the constant process of acculturation and motivations (Nguyen and Polonsky, 2003 1561) is important in consumption because migrants frequently want to maintain links to their home country (Nguyen and Polonsky, 2003 1561).This study aims at understanding more than clearly the consumer behavior concerning the members of a Diaspora community.In relation to this, the fact that consumer behavior also depends on the type of product consumed has to be taken into cons ideration.Research suggests that many different social situations have different norms of ethnic behavior (e.g. type and amount of food and drink considered appropriate), suggesting that the relationship between ethnicity and behavior is affected by the type of product being considered (Stayman and Deshpande, 1989 363). nutrition and commodities products are more cultural. Therefore, to study culture affecting consumption motives (Henry, 1976 123), a product class for which specific value orientations can be reasonably anticipate to affect choice significantly (Henry, 1976 123) must be selected in a study. Thus, food is chosen in this research for the study of the behavior of Diaspora consumers because food is more than a means of nourishment and sustenance it is also a key cultural expression, it can provide us with a taste of home and serve to reaffirm ties to their culture of origin (Penalosa, 1994 41). Sometimes members of a Diaspora can reject some of the consumption patterns (Penalosa, 1994 42) that are characteristic of the host country.Furthermore, the products discoloration and the image that the brand gives to the consumer are also important to consider as cultural values penetrate the creation and perception of commercial symbols (Aaker, Benet-Martinez and Garolera, 2001 494).To summarize, the cultural function of consumption means that the cultural context should, among other things, be taken into consideration when studying the meaning of objects for consumers and the use they will make of those objects (Wallendorf and Arnould, 1988 533). There are country differences that can be used to interpret cultural differences in norms, attitudes, behavioral patterns, and important macro socioeconomic variables (Aaker, Benet-Martinez and Garolera, 2001 499). Examples of country differences are conservatism versus autonomism and hierarchy/mastery versus classless commitment/ harmony that relate to self-enhancement versus self-transcendence (Aaker, Benet -Martinez and Garolera, 2001 504). These are typical differences between Lebanese and French cultures (Orient versus West).In this study, a questionnaire was distributed online to members of the Lebanese Diaspora in Paris, and semi-structured in-depth interviews were carried out with Lebanese people who had lived or are currently living in Paris. Subsequently, the data amass from the questionnaire was tested on SPSS 15 and a factor analysis was run. As for the interviews, major themes were identified as well as interpreted.Many limitations stood in the way of this study. To list a few, time constraints did not allow enough questionnaires to be collected thus making the statistical analyses less credible. In addition, English was the language used in the questionnaire while the Lebanese in Paris are primarily francophone, and the interviews were carried out in French thus not translating exactly the emotions and the real meaning of the interviewees words.Objectives and Research ques tions of the study succeeding(a) the aim and context of the study, research questions and objectives were derived.This study will aim to examine the socio-cultural aspect of consumer research while focusing on one durable good. Hence, this study focuses on food as it is the some culturally influenced product and as its value orientations affect choice significantly. The last objective aims to show that consumers have purchasing habits and patterns that allow them to express their cultural identity by investigating the attitude and consumption habits of Diaspora consumers when it comes to food.The research questions derived from these objectives and that guided this study are the followingAre Diaspora consumers influenced by the host countrys brands and the way they are marketed?Do Diaspora consumers try to influence other consumers who come from different cultural backgrounds? (relating to the socialization aspect)Which identity do they try to construct while living in a foreign co untry?Do they preserve their cultural identity or seek a new or different one?And if the latter is true, why?Structure of the studyIn the first chapter, the general literature concerning consumer behaviour in a cultural and ethnic context will be reviewed. Following from this, the details of the method used will be specified. Third, the results of the research carried out will be presented and discussed as well as interpreted, before concluding with the limitations of this study as well as its implications for further research.