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One Individual, 2 Identities: Frame Switching Among Biculturals

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Article Bibliography
David Luna, Torsten Ringberg, and Laura A. Peracchio. "One Individual, Two Identities: Frame-Switching Among Biculturals" Journal of Consumer Research: August 2008

Abstract
Bicultural bilingual individuals have incorporated two cultures within themselves and speak the languages of those cultures. When cued by a particular language, these individuals activate distinct sets of culture-specific concepts, or mental frames, which include aspects of their identities. Three studies show that language-triggered frame switching (i.e., switching from one set of mental frames to another) occurs only with biculturals, not with bilinguals who are not bicultural. The studies uncover frame switching at the within-individual level, and they include both qualitative and experimental evidence. They also provide a methodology to identify the relative activation strength of specific mental frames in different languages.

The following are my four KTA:
  1. There are two categories of mental frames: the identity related (or self-relevant) frame and the situational-based frame (Ringberg, Odekerken-Schro¨der, and Christensen 2007). That is, identity-related mental frames are formed through an individual’s upbringing and socialization and become so deeply anchored in an individual’s mind that they are not easily purged or adjusted (Ringberg et al. 2007). Situational-based mental frames include mental frames elicited by situation-specific environmental inputs and feedbacks.

  2. Biculturals, who view their identities as less compatible and even oppositional, may actively (i.e., strategically) try to suppress frame switching. The latter biculturals would tend to use extra cognitive resources to suppress one identity (the one considered oppositional).

  3. A company targeting the Hispanic female market that wants its brand to be associated with independence and strength may consider conveying their message (in print or TV ads, etc.) in the Spanish language and/or in situations in which bilingual women converse and socialize in Spanish.

  4. When each of the two different cultures is linked to its own distinct language (as is the case with biculturals), both of the languages are likely to tap into culture-specific identity frames.
    Based on what you read, consider the following:
    Why do consumers say...
    "I speak English, but think in Spanish"
    "I converse in English... but speak business in Spanish"
When consumers truly become biculturals (those individuals who have internalized two-cultures) do they forget/replace certain words with their new language in order to express a certain subconscious feeling?

In reference to #4(above), if that is the case, then advertising in Spanish will not cease, even as Hispanics acculturate. So, as we have mentioned before, the trick into truly good/relatable cultural advertising is NOT solely on creativity, but on doing in it in the language where the insight was born.

What do you think?
I cannot share the full article(because of copy infringement), but I hope I could get your mind some thought starters...
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Comments

  1. FrancoFebruary 3, 2009 at 3:32 PM

    Esta de poca, creo que esta manera de ver el uso del idioma, puede ayudar a general estructuras estrategicas y creativas, no solo a la hora de media placement o tactics, pero ayuda a llegar a insights de una manera mas natural. De acuerdo a la tensión o el problema, puedes hacer tu brainstorm exclusivamente en españo o ingles, o tambien en focus groups, puedes decirle a los participantes que solo se hable ingles en el proximo set de preguntas, y otro en español, y ver que diferencia hay en las respuestas, o insights...muy buen post!!!

    ReplyDelete
  2. Negar-February 6, 2009 at 9:46 AM

    What a fascinating subject Victor! I spend many hours thinking about these things, but more life oriented rather than from a consumer aspect. Thanks for food for thought!

    ReplyDelete
  3. IsaacFebruary 6, 2009 at 4:02 PM

    Negar,
    I'm really glad you enjoyed the posting. So what things come to mind?? I noticed you were born in Iran but moved to the US... Do you think of yourself as bicultural? Are you bilingual? Im very curious to see your thoughts, as we usually measure acculturation based on language... but in reality it should be based on ethnic identity...

    Looking forward to your response....

    ReplyDelete
  4. MichelleFebruary 17, 2009 at 2:25 PM

    Although I am not bicultural, nor bilingual, my mother is from Taiwan and speaks both Mandarin and English. Most of the time, she will speak in English unless she is around her "bicultural" asian friends. It has always been apparent to me that my mother is more relaxed around her asian group of friends where she is most comfortable speaking the language she was raised with and surrounded by a culture she is more accustomed to, such as playing Mahjong. Although I do feel that language plays a role in acculturation, I agree that ethnic identity plays a much bigger role. My mother also got a satellite put in so she can watch Chinese TV whenever she wants, which, aside from the evening news, she does more than American TV. I think my mom would consider herself bicultural in that she has in a way adopted two different cultures of which she can "switch" to and from in different environments.
    As for language-triggered frame switching, I agree that if someone is bilingual and not bicultural, it's a little more difficult for them to be able to relate to the culture of that second language. In a way, this hampers any tendency to "switch" back and forth culturally, but still leaves room for mixing two languages together, like "spanglish".
    All in all, I feel that language is like the outer shell of a person's identity, and language is what triggers cultural identity. It's important to understand both language and culture to not only grab the consumer's attention, but to allow yourself to dig deeper.

    ReplyDelete

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