One day I showed the image below to a couple of American colleagues. It shows a few “caboclos de lança“, a carnival character very specific to a small region of north-eastern Brazil, where I’m from. They wear magnificent hand-embroidered cloaks, carry a white gillyflower between their lips and wear those amazing sparkling oversized wigs. Not to mention the massive spear they swing around.
The first comment I heard was about how much their shoes resembled Converses.
When exposed to something alien, our first instinct is to try to find a connection to something we already know. That’s our way of making sense of the world. We will (unconsciously) try to use previous experiences to better understand new ones.
This concept can help us understand both how ideas are formed and how communication can be optimized by leveraging this fact.