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Description - The Cultural Imperative by Richard Lewis

Will the tidal wave of globalization lead us to a bland and uniform cultural landscape dominated by a unified cultural perspective? Will cultural imperialism triumph in the twenty-first century? Or will culture, which drives human behavior through religion, language, geography and history, maintain its influence on the human consciousness? In "The Cultural Imperative, Global Trends in the Twenty-first Century", Richard D Lewis explores these questions and proposes his thesis in this sweeping new book that examines the forces that keep us from taking off our "cultural spectacles" and explains how cultural traits are to deeply embedded to be homogenized, as predicted by so many others. This is the cultural imperative. Lewis begins with a broad sweep of history and the spread of culture throughout the world, forming and reforming based on climate, religion, language, geography and environmental factors, and historical developments. He then turns his attention to categorizing cultures into three groups: linear-active, multi-active and reactive. Of course, we don't see our or others' cultures in such elegant terms; we all wear "cultural spectacles," glasses tinted with our own biases. One of the highlights of the book is Lewis' explorations of "cultural black holes" - cultural aspects that hold such power that they figuratively suck in and obliterate any and all rational arguments or other cultural value sets. Lewis' Post-9/11 Epilogue adds more than his perspective on the current rise of extremism and terrorism. He outlines the rise of Islam, its days of glory, and the splendor of the Moorish cultural, scientific and architectural achievements. Nor does he let the West off the hook in his discussion, he reminds us of our cultural myopia and insensitivity, a fitting end to a book on cultural intransigency.

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Book Details

ISBN: 9781931930352
ISBN-10: 193193035X
Format: Paperback
(226mm x 152mm x 23mm)
Pages: 384
Imprint: Intercultural Press Inc
Publisher: Nicholas Brealey Publishing
Publish Date: 26-May-2007
Country of Publication: United Kingdom

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Author Biography - Richard Lewis

Richard D. Lewis was knighted in 1997 by President Ahtisaari of Finland for his services to the country spanning fifty years. He is chairman of Richard Lewis Communications, an international institute for cross-cultural and language training with offices in more than a dozen countries. Richard Lewis lectures and consults worldwide with clients that include Mercedes-Benz, Nokia, Rolls Royce, Volvo, Deutsche Bank and Unilever. Among his many books are When Cultures Collide and Finland: Cultural Lone Wolf. For more information, visit his website at

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