Cultural Propensity Research Articles

Could ancient Yamnaya dairying explain the environmental component of multiple sclerosis?

On January 10th, 2024, Barrie et al. published a landmark paper identifying the ancestral European origin of the high-risk, multiple sclerosis (MS) allele, HLA-DRB1*15:01. The authors hypothesize that Bronze Age, Yamnaya migration to, and their population of Scandinavia and the British Isles, accounts for the high incidence of MS in these regions, stemming from the geographical spread of HLA-DRB1*15:01 as evidenced by their data. These data further indicate that this immune-related allele likely underwent positive-selection pressures, suggesting that HLA-DRB1*15:01 may have conferred increased immunological resistance to zoonotic pathogens that the Yamnaya would have been exposed to from a lifestyle of sheep, goat, and cattle herding, as well as from the prevalent consumption of dairy products harvested from these animals. We wish to expand the scope of the Barrie et al. hypothesis to include the other gene that emerged in their extensive genomic analysis; the lactase persistence allele, LCT/MCM6, which allows adults to consume milk beyond childhood without adverse physical effects. We propose that, in addition to the Yamnaya spread of HLA-DRB1*15:01, their spread of LCT/MCM6 engendered a cultural propensity for milk consumption that may play a significant role in the present-day, global distribution of MS. Specifically, we hypothesize that lactose tolerance, and the prominent dairy consumption it enables, may expose individuals to the enteric, dairy-animal pathogen, Clostridium perfringens type B/D and its Epsilon neurotoxin that targets the precise brain tissues damaged during each MS relapse.

A Study on the Influence of Consumer Cultural Propensity and Product Evaluation on the Purchase Intention of Chinese Products

A Study on the Influence of Consumer Cultural Propensity and Product Evaluation on the Purchase Intention of Chinese Products

Association between Familism and Mental Health in College Adolescents during the COVID-19 Pandemic

Familism, also known in the literature as allocentrism, is the cultural propensity of a society to place the family at the center of its value system. Adherence to this value has been related to less depressive symptomatology in young people; however, these results are not conclusive, since it has also been found that the influence of familism on depressive symptoms is more indirect than direct. This study aimed to explore the direct relationships between familism (allocentrism and idiocentrism) and mental health (depression, anxiety, and stress). Methodologically, the study had a non-experimental, cross-sectional, descriptive, and correlational design. A sample of 451 Chilean university students responded to an instrument composed of the subscales allocentrism, idiocentrism, depression, anxiety, and stress during the COVID-19 pandemic. The results showed that family allocentrism was positively and significantly associated with depression (γ = 0.112, p < 0.05), anxiety (γ = 0.209, p < 0.001), and stress (γ = 0.212, p < 0.001), and family idiocentrism was negatively and significantly linked with depression (γ = -0.392, p < 0.001), anxiety (γ = -0.368, p < 0.001), and stress (γ = -0.408, p < 0.001). These findings contribute to supporting actions to reduce negative symptomatology and promote greater well-being in university students.

A multicomponent approach to studying cultural propensities during foraging in the wild.

Determining the cultural propensities or cultural behaviours of a species during foraging entails an investigation of underlying drivers and motivations. In this article, we propose a multicomponent approach involving behaviour, ecology, and physiology to accelerate the study of cultural propensities in the wild. We propose as the first component the use of field experiments that simulate natural contexts, such as foraging behaviours and tool use opportunities, to explore social learning and cultural tendencies in a variety of species. To further accelerate this component, we discuss and advocate for the use of modern machine learning video analysis tools. In conjunction, we examine non-invasive methods to measure ecological influences on foraging such as phenology, fruit availability, dietary intake; and physiological influences such as stress, protein balance, energetics, and metabolism. We feature non-invasive urine sampling to investigate urea, creatinine, ketone bodies, the thyroid hormone triiodothyronine (T3), cortisol and connecting peptides of insulin. To conclude, we highlight the benefits of combining ecological and physiological conditions with behavioural field experiments. This can be done across wild species, and provides the framework needed to test ecological hypotheses related to cultural behaviour.

Indian And Sri Lankan Counterinsurgency Campaigns: A Comparative Analysis

The South Asian region has been marred by various insurgencies, internal conflicts, and civil wars. Multiple conflicts are mainly discussed and deliberated in piecemeal and standalone case studies. This paper will carry out a comparative study of Indian and Sri Lankan insurgencies while facing protracted insurgencies with different natures, magnitudes, and cultural propensities. Some conflicts were bloody and ultra-violent, and some resistance movements and insurgencies (Indian) have spanned more than five decades. Though Sri Lanka had defeated the insurgents, it is imperative to analyze the causes and factors that led to its success. Both India and Sri Lanka adopted a response pattern in the form of Counterinsurgency, which brought forth distinct consequences. Counterinsurgency is complex irregular warfare involving various logical operations lines such as political, economic, information, psychological, and military operations. But the chief consideration is non-kinetic. The non-kinetic procedures are administered under the ‘Population centric Counterinsurgency approach, in which the counterinsurgent is more inclined toward securing and protecting the population. This paper will ascertain whether India and Sri Lanka have launched the ‘population-centric Counterinsurgency’ or ‘enemy-centric Counterinsurgency.’ Moreover, it will also draw the parallels and variations followed in the respective theaters of insurgencies by both countries and discover how successful they are in suppressing their separate insurgencies. Lastly, this paper will provide the intellectual foundation for understanding the counterinsurgency paradigm for the whole of South Asia.

STUDENTS’ EXPERIENCES AND PERCEPTIONS OF ONLINE COLLABORATIVE LEARNING IN HIGHER EDUCATION OF KOREA AND THE UAE

The purpose of this study was to compare the experiences and perceptions of UAE and Korean students in campus-based universities of online collaborative learning (OCL). 262 college students participated in online surveys. Their experiences in terms of frequency, assessment, barriers, support, and attitude for OCL in each country were examined. With Importance-Performance Analysis, the perceived importance of OCL activities was compared with actual frequency. Both countries’ students experienced group projects and group presentations the most frequently, while online collaborative writing and online group exams were rarely used. As barriers to OCL, UAE students pointed out language, gender, and privacy as the major barriers while Korean students mentioned students’ attitude and language. UAE students had more frequent experiences of and more positive attitudes toward OCL than did Korean students, although the two countries have similar cultural propensities.

The Dark Side of Social Capital: Race, Recidivism, and “Reintegration”

In investigating the problem of racial disparity in the recidivism statistics where the two minority groups—the Malays and Indians—had been historically disproportionately represented relative to the Chinese majority, the findings of the study led to a deconstruction of the conventional inference that the under-representation of the Chinese in the recidivism statistics implied successful mainstream reintegration and criminal desistance. Extending the social capital theoretical framework to the criminal landscape, this study put forth the view, based on interviews with 30 gang members and former custodial officers, that the Chinese possession of more efficacious ethnic capital, accessed and activated in the context of their membership in Chinese secret societies, allowed for the resumption of criminal activities whilst capitalizing on the symbiosis that organized criminal subcultures had with legitimate institutions. The “dark side” of social capital, one that created “network closures,” was evident in the cultural propensity of the Chinese to mobilize “guanxi” (relationships) that bridged conventional social capital with criminal social capital. The net effect of this was the facilitation and concealment of their criminality, thus reducing their representation on their re-arrest and recidivism statistics.

The Impacts of Characteristics of Social Media’s Application Types on Information Transfer by Korean Cultural Propensity and Purchase Intention

본 연구는 소셜미디어 활용유형이 한국문화 성향별 정보전달에 어떠한 영향을 미치는지를 분석한 후 한국문화 성향별 정보전달이 구매의도에 어떠한 영향을 미치는지를 분석하였다. 이러한 실증분석 결과를 요약하면 아래와 같이 두 부분으로 요약할 수 있다. 첫째, 소설미디어 활용유형이 한국문화 성향별 정보전달에 미치는 영향에 있어 폐쇄정도는 개인지향성에 정(+)의 영향을 미치고 있음이 연구결과를 통해 검증되었다. 이때 소셜미디어의 개방정도 보다는 폐쇄정도가 소비자의 개인지향성에 더욱 큰 정(+)의 영향을 미치고 있음이 연구결과 밝혀졌다. 그리고 개방정도 요인만이 소비자 집단지향성에 정(+)의 영향을 미치고 있음이 연구결과 검증되었다. 둘째, 한국문화 성향별 정보전달이 구매의도에 미치는 영향에 있어 한국문화 성향별 정보전달 요인인 집단지향성 및 개인지향성에 구매의도에 정(+)의 영향을 미치고 있음이 연구결과 밝혀졌다. 중소벤처기업의 경쟁력은 우수한 기술뿐만이 아니라 소비자의 니즈에 맞추어 시장에서 소셜미디어 마케팅 능력을 가질 때 더욱 증대될 것이다. 위와 같은 소셜미디어를 활용하여 정보를 전달하고 소비자의 문화성향을 분석하여 버즈 마케팅(Buzz marketing)의 툴인 소셜미디어를 통해 거미줄처럼 네트워크화되어있는 동질집단에 동일시 효과와 감정적 유대감을 느낄 수 있도록 해야 한다. 또한, 정보전달을 정보적으로(Informational) 가치 있는 콘텐츠이거나, 웃게 하거나 감동시켜 감정적으로(Emotional) 긍정적인 가치를 부여해 주는 콘텐츠로 문화성향별 차별화 형태로 만들어져야 한다. 또한, 브랜드 구축, 고객 상담서비스, 상품 판매 및 홍보, 정보 수집, 고객과의 소통, 이벤트 홍보 마케팅을 진행한다면 국내 소비자 성향분석 기반으로 해외진출에 우위를 충분히 발휘 할 수 있을 것이다.

Highway to hell: Cultural propensity and digital infrastructure gap as recipe to entrepreneurial death

This paper aims to shed light on the actual rate of new venture death in the context of a high level of digital entrepreneurship. Using three different country-level databases, it investigates how different combinations of socio-cultural propensity towards entrepreneurship, exposure to digital media, and digital infrastructure lead to entrepreneurial death. Longitudinal data on 23 European countries are analyzed employing fuzzy-set qualitative comparative analysis (fs-QCA). The findings suggest that, in a context characterized by the presence of high levels of socio-cultural propensity toward entrepreneurship and exposure to digital media and in the absence of high levels of technological and human digital infrastructure, the associated outcome will be a high level of entrepreneurial death for new ventures.

The observer actant in the contemporary legal discourse: a semiotic meditation

ABSTRACTThe sensorial access to the law that a society grants to its members is underpinned by a logic of exhibition and disclosure that, in turn, results from a more abstract cultural propensity to either transparency or opacity. Through investigating the systems of signs by which the functioning of the law is either concealed to external audiences or manifested to them in a more or less spectacular way, one can gain a firmer grasp on the juridical aesthetics of a society. This semiotic approach entails two advantages: on the one hand, the possibility to compare and contrast different regimes of disclosure and secrecy in the synchronic dimension, connecting the discourse of the law with other – apparently distant – types of discourse, adopting the same aesthetics of transparency or opaqueness in other domains of social life and discursive production; on the other hand, the opportunity for a more insightful intelligence of the diachronic development of such aesthetics, so that it may be interpreted as the long-term byproduct of historical watersheds in the history of culture. The article, in particular, proposes to link the socio-pathology of anorexia with several other practices and texts of present-day culture that adopt the same rhetoric of transparency in other discursive arena, including that of law. In all these sign productions, indeed, the trend that predominates is one that, adhering to an ideology of immediacy and transparency, pretends to eliminate all filters, all hindrances, but also all material signifiers that would mar the purity of the content. Although this utopia cannot correspond to any actual semiotic state – for any content needs a material expression to be conveyed – it nevertheless exerts a powerful influence on the present time, until it manifests itself in extreme forms of ‘transparentist’ radicalism.

Transfers of informal care time in the United States: the role of demographic differentials in intergenerational flows by age, sex, and racial and national background.

Recent work based on the American Time Use Survey (2011-2013) provided estimates of matrices of "who provides care to whom" by age and sex within care activities in the U.S. In this paper, we build on that line of research by evaluating the strength of race, ethnicity, and national origin as proxy indicators of cultural propensities to engage in informal care. Our results point to several key differences and similarities between groups based on their characteristics. For example, we find that compared to other groups, native-born African American men exhibit the lowest child care participation and transfer rates, whereas foreign-born Hispanics of any race have significantly higher rates of daily participation in child care. Moreover, we find that the propensity to provide adult care is largely dependent on socio-economic characteristics and household structure. However, our models indicate that neither race/ethnicity nor nativity are strong predictors of the observed differences when household composition and socio-economic factors are taken into account. Thus, we believe that more complex cultural factors are at play. As an illustrative example of the consequences of demographic change, we introduce the care support ratio (CSR), which is a measure of macro-level dependency for non-market transfers. The application of the CSR indicates that future informal care time deficits may result from the growing care needs of the ageing population.

문화소비성향과 한국무용인식 그리고 무용이미지의 인과관계 분석

문화소비성향과 한국무용인식 그리고 무용이미지의 인과관계 분석

Histories of leadership in the Copenhagen Phil – A cultural view of narrativity in studies of leadership in symphony orchestras

The article offers a cultural view of narrativity in studies of leadership in addition to the mimetic, the structural and the communicative views to account for the role of culture in making sense of leadership. It proposes three interlinked aspects of narrativity: performativity, structure and cultural embeddedness as methodological considerations challenging the alleged innocence of narratives. It demonstrates the cultural propensity of certain understandings of leadership, and it suggests historical accounts of leadership constitute templates for future understandings of leadership. This is unfolded in the case of a symphony orchestra, and exemplified by two narratives producing different understandings of leadership.

Social Learning and Culture in Child and Chimpanzee.

A few decades ago, we knew next to nothing about the behavior of our closest animal relative, the chimpanzee, but long-term field studies have since revealed an undreamed-of richness in the diversity of their cultural traditions across Africa. These discoveries have been complemented by a substantial suite of experimental studies, now bridging to the wild through field experiments. These field and experimental studies, particularly those in which direct chimpanzee-child comparisons have been made, delineate a growing set of commonalities between the phenomena of social learning and culture in the lives of chimpanzees and humans. These commonalities in social learning inform our understanding of the evolutionary roots of the cultural propensities the species share. At the same time, such comparisons throw into clearer relief the unique features of the distinctive human capacity for cumulative cultural evolution, and new research has begun to probe the key psychological attributes that may explain it.

The impact of family owners’ monitoring on CEO turnover decisions and the role of trust

Even though there is clear evidence that large shareholders play an effective monitoring role over poorly-performing CEOs, the monitoring of family owners is yet quite unexplored. This study investigates the impact of family ownership on the CEO turnover-performance sensitivity, examining two potential factors that can affect the ability of the family owners in ensuring a prompt replacement of an underperforming CEO. First, we examine whether the monitoring of family owners is weakened by the existence of family ties with CEO. Second, we investigate whether the monitoring of family owners over professional CEOs is affected by the cultural propensity to trust or distrust a stranger. Our findings show that family owners are able to ensure a prompt replacement of an underperforming CEO only when the CEO is not a family member but rather an outside professional. Moreover, we find that the effectiveness of the family’s monitoring over professional CEO is weaker in environments characterized by the cultural propensity to distrust a stranger, rather than in contexts characterized by the cultural feeling to trust an outsider.

Lone Star Muslims: Transnational Lives and the South Asian Experience in Texas by Ahmed Afzal (review)

Ahmed Afzal, Lone Star Muslims: Transnational Lives and South Asian Experience in Texas. New York: New York University Press, 2014. 288 pp.Lone Star Muslims is an ethnographic account of everyday lives of Pakistani and Pakistani immigrants in Houston, Texas, during first decade of 21st century. With this research, Afzal joins a body of scholarship on transnationalism that attends to increasingly de- or re-territorialized ways in which immigrant communities negotiate belonging to two or more nation-states. He responds to prevailing scholarly and popular discourses that tend to frame Muslim Americans as a homogenous and monolithic community by engaging a diverse cast of interlocutors whose lives as Pakistanis in Houston vary along lines of class, religion, and sexual orientation. Moreover, although Afzal focuses his attention on Pakistanis in Houston, he turns his attention away from questions about ethnicity and nationality in order to develop a better understanding of how religion-specifically Islam-shapes Pakistani Muslim experience in America.The title of Afzal's monograph, Lone Star Muslims, sets stage for anthropological project that follows. The title's reference to Texas's epithet, the Lone Star State, serves to signify Afzal's commitments not to generalize Pakistani experience in US, but rather to examine particular experience of Pakistani's living in Houston. As such, Afzal's first chapter does not immediately introduce us to his interlocutors. Rather, he foregrounds Pakistani population movements within context of post1965 immigration policy and Houston's emergence as a center of energy industry during early 20th century. The historical overview provided in first chapter paves way for Afzal to illustrate variety of ways in which Pakistanis in Houston have claimed, and continue to claim, space as Houstonians (10).In second chapter, Afzal follows professional trajectories of upwardly mobile, highly skilled Shia Ismailis who work in Houston's corporate sector-many of whom were affected by collapse of Enron during winter of 2001. Afzal interrogates unequal racial regimes and transnational labor flows fostered by post-1965 immigration policy in US. Contrary to popular discourses that ascribe model minority successes in US either in terms of an innate cultural propensity for educational and professional achievement or in terms of communities' whole-hearted embrace of capitalist values, Afzal's interlocutors reveal ways in which Shia Ismailis' educational and professional aspirations are grounded in Ismaili religious ideology and transnational Shia Ismaili networks.The third chapter turns an ethnographic and analytic lens to consumptive and economic processes that undergird Pakistani lives and businesses in Houston. With Pakistani ethnic entrepreneurs and working poor employed in Pakistani ethnic businesses as his chief interlocutors, Afzal makes two important points about quotidian-and transnational-experiences of Pakistanis living in Houston. First, he highlights ways in which South Asian geopolitical realities-such as fractures in South Asian economy along religious lines during 1990s-facilitated mass circulation of Islamic religious commodities and informed contemporary Pakistani consumption practices. Second, Afzal's interest in Houston's Pakistani ethnic economies serves as a site for understanding individual life histories of ethnic entrepreneurs, working class, and working poor, who experience violence and abjection in face of multiple marginalities. Importantly, in face of racism, classism, and Islamophobia, Afzal's interlocutors demonstrate how religion, and an American dream reworked as individual effort and success in service of family rather than self (123), are instruments of agency and resilience in face of oppression and discrimination. …

The Judas Kiss: Treason and Betrayal in Six Modern Irish Novels by Gerry Smyth (review)

Reviewed by: The Judas Kiss: Treason and Betrayal in Six Modern Irish Novels by Gerry Smyth James Alexander Fraser The Judas Kiss: Treason and Betrayal in Six Modern Irish Novels. Gerry Smyth. Manchester: Manchester University Press, 2015. Pp. x + 248. $105.00 (cloth). The study of betrayal seems to be a growth industry. Gerry Smyth’s Judas Kiss is a worthy addition to a critical literature—including Kristina Mendecino and Betiel Wasihun’s Playing False (2013), James Heffernan’s Hospitality and Treachery in Western Literature (2014), and my own forthcoming Joycean Betrayal—that has increasingly recognized betrayal as not merely a recurring theme but as a fundamental part of the way we think (and write) our relation to those around us. This near universality is, of course, both a boon and a burden to any academic study, and at times The Judas Kiss is caught between two desires: to explore betrayal in its most general and in its most specific formations. So though Smyth explores betrayal specifically in the “modern Irish novel,” the book is framed by an awareness that “Betrayal is everywhere: in the books we read, the films we watch and the music to which we listen” (14). If betrayal is indeed “everywhere,” then the process of selecting and refining the contents of any book on betrayal is necessarily fraught. Smyth’s subtitle announces his intentions cautiously: rather than the potentially hubristic “Treason and Betrayal in the Modern Irish Novel,” he chooses the more literally descriptive “Treason and Betrayal in Six Modern Irish Novels.” But despite the title, the author is not at all reticent to tackle the bigger questions. Smyth sets his stall out clearly and early: “I want to reject at the outset the idea of some kind of inherent Irish proclivity for or susceptibility to treachery” (3). This is an obvious point, but one that nevertheless needed making. Irish history really does appear at times to be unusually rife with accounts of treachery and betrayal, and any commentator needs to carefully consider what has caused this particular narrative to accumulate. Smyth, at least, reads the role of betrayal in Irish history as partly self-selecting (Irish history is full of betrayal because, from early on, it was being read and written with betrayal in mind) and as partly a response to the unusual (though by no means exceptional), real-life range of opportunities for treachery in Ireland’s complex history. In this sense, this book is, without ever really saying so directly, a postcolonial critique, since it is specifically Ireland’s history of colonial occupation and subjugation that drives the kind of split loyalties on which betrayal thrives. Few, I imagine, would be eager to disagree with this basic approach, though I wonder whether more time could have been spent considering the implications of the opposite argument. Smyth briskly (and rightly) dismisses as a “propagandist” Gerald of Wales, who wrote in 1185 that the Irish “above all other peoples … always practice treachery” (3). Yet for very different reasons James Joyce makes essentially this same argument repeatedly in his fiction and non-fiction, suggesting memorably in “Fenianism: The Last Fenian” that “in Ireland … an informer always appears.”1 However, the key point is that regardless of any spurious racial or cultural propensity to “break oaths,” Irish history, with its “faction and strife,” is a “context primed for deception.” The argument, simply put, is that a history of suppression, of mixed and competing loyalties constantly redrawn, of disappointingly regular failures, is bound to take something that is implicit in communal life—betrayal—and make it an unusually constituent part of that history. Smyth’s point is not so far removed from those made by Seamus Deane, who has depicted Irish history as an “inescapable category,” as something that “happened to” the Irish subject in an endlessly repeating series of re-enactments of violence, disappointment, and suffering—a “nightmare,” as Stephen Dedalus would have it, from which one must try to awake. Irish culture, in its broadest sense, can be seen to return repeatedly to betrayal as one particularly appropriate way to express this experience of powerlessness and fatigue. The fatigue of a nation of people for whom...

Greek Immigrants in Australia: Implications for Culturally Sensitive Practice.

This exploratory research examined adjustment challenges, resiliencies, attitudes, emotional health, economic stability, criminal involvement, victimization and service experiences, and some cultural propensities of Greek Immigrants (GIs) in Australia using a convenient multi-generational sample (n = 123; response rate = .5). Data were collected via surveys, telephone, and personal-interviews in four major Australian cities. Among other things, the study revealed that Greek identity and cultural customs are often significant to first generation GIs. Adjustment challenges upon entry include primarily language, housing, and transportation difficulties, nostalgia for relatives and the motherland, unfamiliarity with socio-cultural systems, unemployment, money challenges, and lack of friendships. Christian faith, the extended family, family values and traditions, cultural pride for ancient Greek achievements, and a hard 'work ethic' are notable resiliencies that support GIs in their struggles and solidify their pursuit for happiness and success. Financial concerns, aging, and nostalgia for relatives and the motherland were the primary causes of socio-emotional instability. Attitudinal differences in the respondents based on age, gender, and socio-economic status, cross-cultural comparisons, and recommendations for culturally-sensitive practice with GIs are analyzed and methodological limitations illuminated. Future research needs in the field are also highlighted.

스마트폰 게임 애플리케이션 환경에서 불확실성 회피성향과 권력거리 문화적 성향에 따른 품질 결정 요인에 대한 연구

This study proposes smart-phone game applications success model based on mobile internet success model and investigates the effects of cultural propensities especially, uncertainty avoidance and power distance at the individual level. To achieve our research purposes, the study conducted survey in Korea and a total of 221 people participated in the survey. We classified user types by cultural difference as a moderating variable. User`s cultural propensity classified two groups: high uncertainty avoidance and high power distance, low uncertainty avoidance and low power distance. This study results reveal that the impact of quality factors on user satisfaction have difference according to cultural propensities.

From Gigolo to New Man: Armani, America, and the Textures of Narrative

Italian designer Giorgio Armani was amongst the very first to realize the potential of niche marketing through the creation of lower priced diffusion collections, and created as a result what would be commonly referred to as “white label,” now labeled Armani Collezioni. The strategy was a means to captivate foreign markets, namely the North American audience; what he created was a sort of hybrid collection, at once Italian yet decidedly diluted for an American consumer. The white label collection made its initial debut in Milan in 1978 and was then marketed strategically in the USA under the directional auspices of the newly created Giorgio Armani Men's Wear Corporation in 1979. This initiative made its spectacular debut in America on February 1, 1980 with the release of Ian Schrader's American Gigolo for which Armani designed a forty-piece wardrobe for John Travolta who was originally to play the lead character of Julian Kay. I argue here that beyond the obvious and clear impact American and Italian cinema have had on the designer, the influence is directly palpable in the textiles he develops and uses. Through the theoretical lens of “haptic looking” I expose a vital and significant intersection between the Italian cultural propensity for touch and the American obsession with visual stimuli in the work of Armani as it is presented on the “big screen.”