Page 48 - Reading Between the Sign Intercultural Communication for Sign Language Interpreters

The Study of Culture 33

Values
A sign seen in a Parisian hotel reads “Please leave your values at
the front desk.” This mistranslation actually offers some good
advice, if it were only possible! The values that influence our be-
havior are so pervasive, yet unconscious, that if asked to enumer-
ate them we would be hard-pressed to come up with even a few.
Seen through an intercultural perspective, however, values are the
underlying principles behind what may appear to be merely a
collection of quirky mannerisms. They knit seemingly arbitrary
acts into larger patterns and provide standards by which conduct
can be evaluated by members of a culture.
Just as invisible ink is suddenly readable when the paper it is
on is heated, we can obtain a momentary glimpse of our own
values when we listen to ourselves instructing our children about
what is expected in our society. For example, “You can be what-
ever you want when you grow up”; “When someone gives you
something, say thank you”; “Always let the guest have the biggest
cookie.”
An engaging way to tease out values is to compare a single
artifact and the values it reflects in two distinct cultures. Michael
Rowland does this by comparing French and American travel guide-
books. In contrasting the approaches used in the two countries,
Rowland finds that the French Michelin guides promote the French
values of planning, respect for history, and a penchant for ab-
straction. The Mobil guides promote the American values of expe-
riential learning, self-discovery, and saving money. The French
guidebooks provide minutely detailed descriptions of the histori-
cal, geological, and architectural aspects of a region. “The princi-
pal object of traveling becomes confirming the truth of the guide-
book, not discovering one’s own truth” (Rowland 1991, 72). Ex-
tensive scheduling tips, including exact amounts of time to allot
for viewing each church or castle, are supplied by the Michelin
guidebooks, which support the French “compunction to shun the
unplanned, to guard against the unexpected, to dominate the
matter at hand” (63).
Americans, by contrast, are only encouraged to plan so as to
save time and money. Exploring little-known byways and enjoy-
ing the unexpected surprises around the bend are encouraged,
but the Mobil guidebook tries to discourage the American pen-
chant for logging vast amounts of mileage and proudly boasting,

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