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    Martin Gannon's Metaphoric Model and USAA Insurance Company

    Number of Pages: 7

     

    Summary of the research paper:

    In seven pages this paper applies Gannon's metaphor to the USAA Insurance Company. Two sources are cited in the bibliography.

    Name of Research Paper File: D0_khusaa.rtf

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    Unformatted Sample Text from the Research Paper:
    culture that societys perspective may appear inexplicable. Social scientist Martin Gannon, in his 1994 text Understanding Global Cultures, presents a sort of social shorthand that boils down cultural perspectives into  metaphors. Gannon chooses these metaphors to explain a cultural mindset, that is, the most outstanding characteristics of a specific culture. For American society, the metaphor that Gannon uses is football.  In other words, Gannon sees the essence of the American character reflected in the sport of football. The following examination of Gannons premise takes each of his points of reference  connecting football to the American character and shows how his argument is demonstrated in a specific American business, the USAA Insurance Company. The first point basis for comparison between football  and the American national character that Gannon establishes concerns is entitled "individualism and competitive specialization." In this section of his argument, Gannon argues that, even though footballs rules and regulations  may change from one season to the next, the "basic values and ideals of the sport have changed very slowly through the years" (p. 305). Like the basic rules of  football, American values have developed slowly and few drastic changes in American ideals have occurred over the course of the past two centuries. "Equality of opportunity, independent, initiative and self-reliance  are some of the values" that remain basic American ideals, throughout our history and today (Gannon, 1994, p. 306). In addition to an emphasis on individualism, Americans value "specializing to  compete," which Gannon describes as an ideal that Americans have adhered to and practiced worldwide. USAA Insurance Company reflects Gannons football analogy in that the rise of this company  has been largely due to the leadership and insight of one man, Robert F. McDermott. Like a charismatic and insightful quarterback shepherding a team to the Super Bowl, McDermotts individualism 

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