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Culture, Self-Concept, and Perception

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Culture is a powerful teacher. Whether we are judging beauty or evaluating a child’s behavior, the cultural lens we look through influences our assessments of reality. Many years back, researchers seeking to demonstrate this used a binocular-like device to compare the perceptual preferences of Americans and Mexicans. They showed each subject 10 pairs of photographs. In each pair, one photo displayed a picture from U.S. culture and the other photo a picture from Mexican culture. After viewing the paired images through the binoculars, the subjects reported their observations. Both the Americans and the Mexicans were more likely to report having seen a picture from their own culture—the other image visible through the viewfinder was not perceived.56 Similarly, we tend to be more perceptually accurate in recognizing and interpreting expressions of emotion sent by members of our own culture.57

The Communication Playbook

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