‘Not just about language’

Understanding the language
and culture of Francophone
Africa is integral to the
success of projects in
the west and central parts of the
continent, according to Paul Runge
of Africa House.
A projects expert who speaks both
French and Portuguese fluently,
Runge has been working across
Africa for decades.
Speaking during a session of
the recently held Breakbulk Africa
conference in Johannesburg Runge
said too often people entered
Francophone Africa thinking
language was the only barrier.
“It is not just about the language,”
he said, “but the systems and the
culture and the traditions. To be
successful in these countries you have
to not just overcome the language
barrier but really immerse yourself in
the culture.”
“For southern Africans in
particular it is very different to what
they are used to because the British
approach to their colonies was one of
association. The French on the other
hand had an integrated system of
simulation,” he said. “This continues
to impact to this day. The French
know and operate well in Africa.
They are still very involved in the
continent.”
He said at least 13% of all French
expatriates could be found in Africa
while many West Africans lived
in Paris and kept their French
connections.
“One needs to understand this
close relationship with the French
to really be able to come to terms
with business in West Africa. It is all
about the systems that they use that
date back to their close French and
European connection.”
He said the simulation concept
was still extremely strong and this
continued to translate into the
business environment.
“When you understand the culture
and the traditions business becomes
far easier,” said Runge.
INSERT & CAPTION
To be successful in these
countries you have to
immerse yourself in the
culture.
– Paul Runge