The Culture Code
by Clotaire Rapaille
Published by Broadway Books
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Reviewed by Jackie Baumgarten
In The Culture Code the author, Clotaire Rapaille, compares and contrasts the culture code of products and habits of Americans with those of people in other countries, most often France, his native country. He asserts that what we say we want isn't what we really want and what we want is determined by previous experience or 'imprinting'--and that is different from culture to culture, often determined by the culture we grow up in.
Rapaille introduces us to the culture code with the example of cars. What we say we want is fuel economy and safety. But what we really want is image and a feeling of freedom, feelings we associate with cars from our 'imprinting.'
He continues to unlock the 'code' for many of our most closely held behaviors from work and money to the American Presidency. And, he describes how cultures and corporations have created their own codes in order to promote ideas, concepts and market merchandise.
The Culture Code isn't a new concept, but it is an interesting one that you might want to be fully aware of the next time you go to make a big-ticket purchase, or formulate your stance on a political issue or cultural icon.
Armchair Interviews says: Another way to look at our cultural norms and expectations.