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A MULTIMEDIA APPROACH TO TEACHING THE
TOTAL ENVIRONMENT OF INTERNATIONAL BUSINESS:
"WHAT'S IT LIKE, WHAT'S IT REALLY LIKE?"
J. FREDERICK TRUITT*
107
the basic income and demographicdata of underdevelopmentin its Atlas:
Population, Per Capita Product and Growth Rates. And of course U.N.
yearbooks unveil the gnawing, tragic data on birth rates, infant mortality
rates, expectations of life at birth, literacy, and nutrition (or more precisely
the lack of it) in the LDCs. But do the students come away from this kind
of material with a convincing, indelible image and understandingof what
underdevelopmentis, let alone what the implicationsof an underdeveloped
environmentare for managinginternationalbusinessactivity?
This writer thinks not: texts and data are a necessary but not suffi-
cient condition of really understandingthe "foreign" (particularlya less
developed) environment for internationalbusiness. To round out the stan-
dardmaterial,the use of fiction, memoirs,and films is suggested:
(1) Fiction because it richly describesrelationshipsbetween people
(and their environment)in the context of a complete (and com-
pletely foreign) social, political, and culturalenvironment.
(2) Memoirs because they convey to us in distilled, carefully
wrought, critical languageor naive uncriticallanguage"what it
was (is) like."
(3) Films because through powerful visual and audio images they
not only explain a phenomenon but also try to convince us to
change our attitudes and behavior.
WhatContext, WhatAssumptions?
The task of selecting and schedulingthe appropriatenonbusinessma-
terial and provoking students into seeing the connection and relationships
with the main body of internationalbusinessknowledgerequireskeen sensi-
tivity to problems of context. In selecting the context, assumptionsregard-
ing the reasonsstudents study internationalbusinessin the first place should
be examined. It is temptingto assumethat someday in the near future many
of these students actually will be managingsubsidiariesabroad. Obviously
this is a delusion, and otherjustification is needed if the effort involvedin a
multimedia approach to teaching the total environment of international
businessis to be extended.
Multimedia efforts are justified for three reasons. First, and most
important, the use of this unique materialnot only broadensthe opportun-
ity for students to exercise their usually untaxed imaginations,but it also
deepens and broadens their understandingof the complex foreign environ-
ment by providing vivid, personal, and human experience in a foreign set-
ting. By understandinga foreign environmentstudents inevitablycome to a
better understandingof their own environment by way of implicit and
explicit comparison. Second, students are introduced to a stream of litera-
ture which will not do them any harnl and might actually expand their
horizons. Finally, if all else fails, the teacher may personallyenjoy fiction,
108
memoirs, and films, and their use may provide him with the excuse to
indulge himself in yet another novel, film, or memoir which he otherwise
might not justify to himself and his full schedule.
Some explicit examples will be offered. Since everyone is at least
vaguely familiarwith films as a teaching device, some possibilitieswith this
least unfamiliarmedium will be examined first.
FILMS
The challenge of selecting films to supplementmaterialin internation-
al business is basically how to pick the best and most appropriatefrom an
increasinglylarge choice of good films. The single best source of informa-
tion on new films in internationalbusinessis Jean MarieAckermann's"Me-
dia" section in InternationalDevelopmentReview, the quarterlypublication
of the Society for InternationalDevelopment.Most of the films listed in the
film bibliographygiven later were discoveredthroughMs. Ackermann'scol-
umn.
Films probablyhave their maximumimpact when used in conjunction
with cases. Again, selection of context and "positioning' of the film are
extremly important for the film to have maximumimpact. Listedbelow are
explicit combinations of cases and films which have worked well for this
writerin the past.
A. A rawmaterialsextractiveinvestment.
1. Case: "BougainvilleCopper,"ICCH9-372-146
2. Films: Men and Money in Action
Builder to an Age: The Bechtel Organization,
The BougainvilleCopperProject
On the Way
B. Foreigninvestmentas an agent of social change.
1. Case: "Aire Libre,S.A.," ICCH9-313-020
2. Films: Sugar in Today's World
Sugar and the Cane
Sugar Country
C. Internationalizationof social responsibility:Should MNFstoler-
ate apartheid?
1. Case: "A Questionof Color," ICCH9-370-123
2. Films: The Color Line
The Heart of Apartheid
White Africa
D. Politicalrisk in naturalresourceinvestments.
1. Case: "Expropriationof Alcan's Bauxite MiningSubsidi-
ary," Parts A, B, C, D, and E, ICCH9-375-661 through
9-375-665 and TeachingNote 8-375-666
A- Bauxite and the InternationalAluminum Industry
109
B- Guyana:A BackgroundNote
C- Alcan Aluminum,Ltd.
D- Dembato Guybau
E- Contempt and Arrogance for Government and
GuyanesePeople
2. Films: Light, Strongand Beautiful
Guyana:Nationbuilding
MEMOIRS
Guppy'sA YoungMan'sJourney
One sometimes is confronted with a strangelyvirulent form of Third
Worldanimosity-an animosity so bitter and strong that for all the world it
gives the odor of having fermented under pressurefor many years. See, for
example, the tone of Guyana's Prime Minister Forbes Burnham'sspeech
announcing the takeover of Alcan's bauxite mining subsidiary, Demerara
Bauxite Company (Part E of the case "Expropriationof Alcan's Bauxite
MiningSubsidiary,"referredto earlier). One very effective way to come to
understand the relations which undoubtedly played a role in shapingthe
animosity that bears such ugly fruit today is to read Nicholas Guppy'sA
YoungMan'sJourney, a recollection of a naive twenty-threeyear old bota-
nist's four-yeartour as AssistantConservatorof Forestsin what was British
Guiana. Guppy observeseverythingfrom the insufferablealcoholic incom-
petence and arroganceof high (Georgetown) society to crass racism and
even more crassexploitation of the colony's naturalresources.
Then an unworthy thought entered my brain: were we British really so
incompetent? Or was this a plot-taking everything and putting nothing
back; spending not a penny, leaving the colony sucked dry, and then
110
abandoning it. ... We ... were either being wicked or crassly stupid, if
well-intentioned.1
FICTION
Tribalism
111
Corruption
Corruption is a major theme (but in this post-Watergate era one must
be slightly less smug and indignant in his reactions to Afro-Asian corrup-
tion) in both Achebe's A Man of the People and Armah's The Beautiful
Ones Are Not Yet Born.
I am not a child, my friend. If you work in the same office you can eat
from the same bowl.4
A man who has just come in from the rain and dried his body and put on
dry clothes is more reluctant to go out again than another who has been
indoors all the time. The trouble with our new nation-as I saw it then
lying on that bed-was that none of us had been indoors long enough to
be able to say "To hell with it." We had all been in the rain together until
yesterday. Then a handful of us-the smart and the lucky and hardly ever
the best-had scrambled for the one shelter our former rulers left, and
taken it over and barricaded themselves in.5
SUMMARY
112
SUGGESTEDBIBLIOGRAPHY
Films
Documentary Films
American Samoa: Paradise Lost? (55 min. color, 1969) Produced and di-
rected by Dan Klugherz for NET. The cruel conflict of modernization
and retention of an old but beautifully complete and simple culture is
explored in a kind of paradise.Availablefrom: NET, IndianaUniversity,
Bloomington,Indiana,47401.
Borom Sarret. (20 min., black and white) Producedby OusmaneSembene.
Young man in DakarSenegal squeezed between modern and traditional
economies. Availablefrom: New YorkerFilms, 43 West61st Street, New
York, 10023.
The Bougainville Copper Project. (28 min., color, 1972) Establishing a cop-
per mine in the Solomon Islands.Availablefrom: Bechtel Film Library,
Box 3965, San Francisco,California,94119.
Builder to an Age: The Bechtel Organization. (30 min., color, 1971) The
activities of a huge firm of engineer/contractors. Available from: Bechtel
Film Library, Box 3965, San Francisco, California, 94119.
The Color Line. (40 min., black and white) About apartheid in South Afri-
ca. Available from: Time-Life Films. 43 West 16th Street, New York,
10011.
Gandhi's India. (58 min., black and white, 1970) Produced by BBC for
Intertel. A retrospective view of Gandhi and the possible implications of
his philosophy, especially economic philosophy, for development. Availa-
ble from: AV Center, Indiana University, Bloomington, Indiana, 47401.
Guyana: Nation Building. (20 min., color, 1971) NET "Black Journal" film
presents development and decolonization efforts of Forbes Burnham's
Guyana. Struggle with Alcan and Cooperative movement is stressed.
Available from: NET, AV Center, Indiana University, Bloomington, Indi-
ana, 47401.
The Healers of Aro. (28 min., black and white, 1966) A UN International
Zone film, directed by Ronald Fleher and produced by Diana Boernstein.
A story of unique, integrated psychiatric treatment for the mental "casu-
alties of development," originated and described by Dr. Lambo, a Nigeri-
an psychiatrist in Ibadan. Available from: Contemporary Films/McGraw
Hill, 330 West 42, New York, 10036.
The Heart of Apartheid. (39 min., black and white) About apartheid in
South Africa. Availablefrom: Time-LifeFilms, 43 West 16th Street, New
York, 10011.
113
The Japanese. (58 min., black and white, 1968) Produced for CBS News,
narrated by Edwin O. Reischauer. Of special interest to international
businessclasses because of focus on how a Japanesebusinessmanworks,
Japaneseethos, industry and daily (nightly) comings and goings. Availa-
ble from: CBSNews, 51 West52 Street, New York, 10019.
Juggernaut.(28 min., color, 1968) Directed by EugeneBoyko for National
Film Board of Canada.Contrastsmodern and traditionalsociety in con-
temporary India by tracing atomic reactor movement to location at
RajasthanAtomic Reactor Project. Availablefrom: National Film Board
of Canada,Box 6100, Montreal3, Canada,or LearningCorp. of America,
711 Fifth Avenue, New York, 10022.
Light, Strong and Beautiful. (30 min., color, 1973) Produced and directed
by Neil Tardio. About the international aluminumindustry, filmed on
four continents. Emphasison product applicationsof aluminum.Availa-
ble from: Kaiser Aluminumand ChemicalCorp., Film DistributionSer-
vices, 778 KaiserBuilding,Oakland,California,94604.
Men and Money in Action. (45 min., color, 1970) Story and clamor of
international banking. Available from: Public Relations Department,
Bank of America, Bank of America Building, San Francisco,California,
94119.
North Indian Village. (33 min., color, 1959) Directed and produced by
Patricia J. Hitchcock. Traditionalanthropologicalpicture of society in
Khalapur, a North Indian Village. Available from: InternationalFilm
Bureau,Inc., 332 South MichiganAvenue,Chicago,Illinois, 60604.
On the Way. (31 min., color, 1972) Directed by Kai Reinhardt. Global
scope and complex orchestrationof many factors over time in massive
construction projects. Available from: Ingolf Boisen; 4, Melchiorsvej,
DK-2920, Charlottenlund,Denmark.
Sugarand the Cane. (9 min., color, 1969) Availablefrom: Centron Educa-
tional Films, Suite 652, 1255 Port Street, San Francisco, California,
94109.
Sugar Country. (28 min., color) Descriptionof sugarcane industryin Flori-
da. Availablefrom: Mr. Bill Hunter,SugarCane League,Clewiston, Flor-
ida.
Sugar in Today's World.(14 min., color, 1968) Available from: Coronet
Films, 65 East South WaterStreet, Chicago,Illinois, 60601.
Tauw. (26/2 min., color, 1971)Produced by OusmaneSembenewith largely
nonprofessionalcast. In Wolof with English subtitles. A young man in
contemporarySenegal is caught in unemployment between modern and
traditionalsocieties. Availablefrom: Broadcastingand Film Commission,
National Councilof Churches,475 RiversideDrive,New York, 10027, or
New Yorker Films, 43 West61st Street, New York, 10023.
114
Whena Man Hungers.(28 min., color, 1968) Directed by ErskineChilders
for Development Support Communication Service, UNICEF. Develop-
ment implications of 1967 Biharfamine. Gentle by today's standardsof
starvation.Availablefrom: UNICEFnational committees and UN Inter-
national Zone distributionagencies.
WhiteAfrica. (40 min., black and white) About apartheidin South Africa.
Availablefrom: Time-LifeFilms,43 West 16th Street, New York, 10011.
FeatureFilms
Bed and Board. (100 min., color, 1970) Directed by Francois Truffaut.
Portrays cross-culturalproblems of romance,cuisine, and conversation.
Availablefrom: ColumbiaCinematheque,711 Fifth Avenue,New York,
10022.
Bwana Toshi. (115 min., color, 1965) Directed by Susumi Hani. Clash of
Japenese and African culture precipitated by disagreementabout the
value of work. Toshi, a Japaneseengineer, supervisesAfricanconstruc-
tion crew in erection of prefabricatedhouse. Available from: Audio/
Brandon Films, Inc., 34 MacQuestenParkway South, Mount Vernon,
New York, 10550.
Plantation Boy. (85 min., black and white, 1965) Based on Jose Lins do
Rego's novel about beginningsof industrializationin Brazil'sNortheast.
Available from: New Yorker Films, 43 West 61st Street, New York,
10023.
Sambizanga.(102 min., color, 1972) A black Africanversion of "Z." Ter-
ror, immorality, and strugglein one of the last formalcolonies. Available
from: New Yorker Films,43 West 61st Street, New York, 10023.
Walkabout.(95 min., color, 1971) Directed by Nicolas Roeg. Aboriginal
teenagersaves lives of white teenage girl and her younger brother against
a strong current of interculturalimpasse. Availablefrom: Films Incorpo-
rated,98 W. JacksonStreet, Hayward,California,94544.
Film Bibliography
Films in a ChangingWorld.Commentariesby Jean MarieAckermann.Avail-
able from: Society for International Development, 1346 Connecticut
Avenue,N.W., Washington,District of Columbia,20036.
Third WorldFilm List. A selective, briefly annotatedlisting of ThirdWorld
Films. Available from: Third World First (3W1), Britwell Salome, Wat-
lington, Oxon, England.
Memoirs
Blythe, Ronald. Akenfield: Portraitof an English Village.New York: Pan-
theon Books, 1969. Beautifuldescriptionof an agriculturalvillage,begin-
ning with a chapterof recollectionsof villagelife 50 years ago.
115
Guppy, Nicholas. A Young Man's Journey. London: John Murray,1973.
Sensitiveyoung botanist does a forest survey of British Guianain 1950.
Acute observationsof flora and faunaand social implicationsof colonial-
ism.
Laurence,Margaret.New Windin a Dry Land. New York: Knopf, 1963.
Wifeof a civil engineerpresentsaccount of stay in Somalia.
Naipal, VidiadharSurajprasad.MiddlePassage.New York: Macmillan,1973.
Poses interesting questions about confluence of cultures and history in
WestIndies, Surinam,and Guyana.
Rego, Jose Lins do. Plantation Boy (Translatedfrom the Portuguese by
Emmi Baum). New York: Knopf, 1966. Recollections of boyhood spent
on plantationin the Northeastof Brazil.
Spunt, Georges.A Place in Time. London: MichaelJoseph, 1969. Eyewit-
ness account of interwarChinavia biography of Spunt family in Shang-
hai.
Fiction
116
Armah, Ayi Kwei. The Beautiful Ones Are Not Yet Born. Boston: Hough-
ton Mifflin, 1968. One honest voice in a sea of filth and political corrup-
tion is the theme worked out in newly independentGhana.The "man"is
derided by his wife for not possessinglife's luxuries-so easily obtainable.
by theft or bribes. The personal integrity of the protagonist,however, is
a vivid contrast to the disintegrationof society and the fall of Nkrumah.
(Paperboundby Macmillan.)
Armah, Ayi Kwei. Fragments. Boston: Houghton Mifflin, 1970. A native
Ghanaian,a "been-to" named Baako, returnsto his country only to find
the white bureaucracyand corruptionhas been replacedby black dissem-
blance. Baako's disintegrationis swift and symbolic. Unable to success-
fully balance the old traditions and new. ambition, Baako'send is tragic.
(Paperboundby Macmillan.)
Asturias, Miguel Angel. The Green Pope (translated from the Spanish by
Gregory Rabassa).New York: DelacortePress, 1970. A central character,
GeorgeMakerThompson, dominates this volatile novel of empirebuild-
ing in a CentralAmericanrepublic.Vast bananaplantationsare wrenched
and won by Thompson over the years, who then aspires to install
himself as governor.
Asturias,Miguel Angel. Strong Wind(Translatedfrom the Spanishby Greg-
ory Rabassa).New York: DelacortePress, 1968. Set in the lush tropic of
a Central American country, this novel condemns the exploitation of
man and the abuse of nature. Banana grower Lester Meade's passion,
shared by his wife, is the development of harmony between the U.S.
company and the native growers-a utopian plan never obtained and in
the end annihilated.
Brook, Ian. Jimmy Riddle. New York: Putman, 1961. Writtenby a former
British colonial official, the novel irreverentlyexamines the pitfalls of
colonial rule as well as the mixed blessings that independencebrings to
an Africannation.
Caute, David.Decline of the West.New York: Macmillan,1966. Wealthyin
natural resources,a young African state named Coppernica(the Congo)
faces the overthrowof its inexperiencedgovernmentby a powerful group
of French and Americanentrepreneurs.
Charhadi,Driss ben Hamed.A Life Full of Holes (A novel tape-recordedin
Moghrebiand translatedinto Englishby Paul Bowles). New York: Grove
Press, 1964. Unique translation of tapes which tells of a young Moroc-
can's daily struggle with life. Ahmed is rejected by his stepfather when
his mother remarries,and from that time on his stringof menial occupa-
tions barely wards off starvation.His job as housekeeper to a European
homosexual further develops the atmosphere of degradation. (Paper-
bound by Grove.)
117
Edqvist, D. Black Sister (Translated by Joan Tate). Garden City, New
York: Doubleday, 1963. Under the effective guise of a murdermystery,
this novel probes the many facets of white-blackrelationshipsin Tangan-
yka (Tanzania).After an Englishwomanis murdered,a naturalsuspect is
Black Sister,an Africanschoolmistress.
Ekwensi, Cyprian.Beautiful Feathers. London: Hutchinson, 1963. Set in
Lagos, Nigeria, the sharp conflict between the protagonist'spersonaland
public life is explored. London educated pharmacistWilsonrises rapidly
in Nigerian politics with the founding of his own party, the Nigerian
Movement for African and MalagasySolidarity, only to be despisedand
eventuallyabandonedby his wife.
Estival, G. Gap in the Wall. New York: Knopf, 1963. French and Islamic
cultures clash as a young Arab-Algeriangirl returnshome from a French
lycee after completing the ninth grade.Condemnedto days spent behind
the courtyard wall, the girl seeks to escape only to be engulfed by mis-
understandingand tragedy.
Forster, E. M. Passage to India. New York: Grosset, 1924. Account of
confrontation of cultures in pre-IndependenceIndia. A literary classic.
(Paperboundby HarcourtBraceJovanovich.)
Fuentes, Carlos. Wherethe Air Is Clear (Translatedby Sam Hileman).New
York: I. Obolensky, 1960. This novel pieces together a vibrantmosaic of
modern Mexico. Essentially by using flashbackinsight into the motiva-
tions of the characters,the book comments on the apparentinertia of
Mexico's middle class in furthering the country's revolution. (Paper-
bound by Farrar,Straussand Giroux.)
Garcia-Marquez, Gabriel.No One Writesto the Colonel. New York: Harper
and Row, 1968. A collection of short stories which essentially depict the
poverty-riddenexistence of people in the town of Macondoin Columbia.
Ghose, Zulfikar.TheMurderof Aziz Khan. New York: John Day Company,
1967. An involved plot of socioeconomic intrigue and murder set in
Pakistan.The Shah brothers plot to gain possession of Aziz Khan'scot-
ton farmin orderto expand their own empire.Mill town life and ways of
the newly rich in Pakistanare described.
Hersey, John. Single Pebble. New York: Knopf, 1956. Americanengineer
encounters an inscrutable culture in his survey of the Yangtze River.
(Paperboundby Bantam.)
Icaza, J. Huasipungo: The Villagers(Translationby BernardM. Dulsey).
Carbondale:SouthernIllinois UniversityPress, 1964. The exploitation of
the EcuadorianIndianin the face of capitalistictreacheryis the theme. A
contrast is drawn between the avariciouslandownerPereiraand the suf-
fering degradationof one strong-willedhuasipunguero.(Paperboundby
Southern Illinois UniversityPress.)
118
Laurence,Margaret.This Side Jordan. New York: St. Martin'sPress, 1960.
A Ghanaianteacher belonging to two worlds is caught in a programof
Africanization directed from abroad just before the Gold Coast is to
become Ghana.Native traditionswar with growingcommercialismwithin
the protagonistand within the country as a whole.
Narayan,R. K. The Vendorof Sweets. New York: Viking Press, 1967. The
generationgap provides the viable theme for facing change in India. For
Jagan, a sweetshop owner in south India, the challengeof changecomes
when his son arrives back from the U.S. and attempts to involve his
fatherin a capitalisticscheme.
119
Tutuola, Amos. Ajaiyi and His InheritedPoverty. London: Faber, 1967. An
African folklore fantasy which comes full circle, beginningat impenetra-
ble poverty and endingin a state of ideal Christiancommunism.
Vaid, KrishnaBaldev.Steps in Darkness.New York: OrionPress, 1962. The
subjectmatter is familiar:a poor Indianfamily strugglesfor survivalin an
even more wretched town. The perspective,however, is through the be-
wildered and maturing eyes of a small child. (Paperboundby InterCul-
ture.)
Vargas-Llosa,Mario. The Green House (Translated from the Spanish by
Gregory Rabassa.)New York: Harper and Row, 1968. The characters
and events reflect a broad scope of Peruviansociety. Emphasizedis the
alliance between soldiers and churchmen to subjugate the Indians and
the exploitation of human beings in the next lower social scale. (Paper-
bound by Avon.)
Yanez, Agustin. The Edge of the Storm (Translated by Ethel Brinton).
Austin Texas: University of Texas Press, 1963. The storm of Mexico's
Revolution (1910) finds stubborn resistancein a small, tradition-bound
village in the state of Jalisco. The old social order of priest-landowner-
politician begins to disintegrate,however, in the face of painful human
liberation. (Paperboundby Universityof Texas Press.)
Footnotes
120