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ENACTUS: Bridging Cultures Through Persuasion

The document summarizes a study that examined the impact of ENACTUS, a global youth organization, on cultural stereotypes. It analyzed PowerPoint presentations from ENACTUS teams in the US and Egypt to look at their verbal and visual persuasive styles in light of individualist and collectivist cultures. The study found that both Egyptian and American teams demonstrated a mixture of individualist and collectivist orientations in their presentations. It confirmed that ENACTUS effectively builds bridges between cultures by introducing new values that create a unique discursive interculture.

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Hala Tawfik Maklad
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5 views1 page

ENACTUS: Bridging Cultures Through Persuasion

The document summarizes a study that examined the impact of ENACTUS, a global youth organization, on cultural stereotypes. It analyzed PowerPoint presentations from ENACTUS teams in the US and Egypt to look at their verbal and visual persuasive styles in light of individualist and collectivist cultures. The study found that both Egyptian and American teams demonstrated a mixture of individualist and collectivist orientations in their presentations. It confirmed that ENACTUS effectively builds bridges between cultures by introducing new values that create a unique discursive interculture.

Uploaded by

Hala Tawfik Maklad
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

The study addresses two questions related to the impact of ENACTUS as a global youth

organization on breaking down cultural stereotypes; and the mediating role of its values in
influencing the national ‘Individualist’ and ‘Collectivist’ cultures as reflected in the verbal and
visual persuasion styles of Egyptian and American students. In the light of Collectivism and
Individualism Dimensions (Hofstede, 1991), three persuasive styles are examined: (a)
Presentational style, (b) Analogical style, and (c) Quasi-Logical style (Johnstone, 1989). The data
of the study is derived from two PowerPoint presentations delivered by teams of University
students representing ENACTUS USA and Egypt in the World Cup Competition of 2012. The
data analyzed are two synchronized components of the presentation: the verbal spoken utterances,
and the visual synchronized slides. To unveil the verbal persuasive styles, the study draws mainly
on Ungerer’s Emotional Inferencing Principles (1997), Carter and McCarthy (2006), Biber, et al.
(2007), and Hyland’s approach to Engagement (2005). As for visual persuasive styles, reference
is made to Kress and Leeuwen’s visual systems of Representational, Interpersonal and
Compositional Meanings (2006), and to the Intersemiotic Texture approach of Liu and O’Halloran
(2009). Among the main findings of the study is that a mixture of individualist and collectivist
orientations has been demonstrated in the verbal and visual persuasive styles of Egyptian and
American teams. It has been verified that ENACTUS has played an effective role in building
bridges between cultures through introducing new values into national cultures, creating a unique
discursive interculture.

Key words: Individualism; Collectivism; Persuasive Styles; PowerPoint


Presentations; Interculture.

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