Transcript Barriers to Intercultural Communication

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NM3420 AUDIENCE CONTEXT ANALYSIS
DIMENSIONS OF CULTURE
PREVIOUSLY...
Sampling
Sensing and Perception
Sensing
Sampling methods
• Sight
1.
• Hearing
2.
3.
Person-to-person
interview
Telephone interview
Mail-administered
survey
Methodologies
Question Errors
• Smell
• Taste
• Touch
Perception
1.
Selection
2.
Organization
3.
Interpretation
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Overall Assignment 45%
Select a Mobile Application
ANALYSE
Know the Target Audience
Understand the Content
Notice
1. Secondary Research
Available information
ANALYSE
2. Primary Research
Understand Target
Audience
Sampling : (Conduct Interview)
Outline the campaign to
raise awareness
Apply to your media content
Create small introduction
VDO for the campaign
Research overview
Secondary
Primary
We learned how to analyze
We will learn how to
information
- Look for the target’s behavior
- Using the available information
- Form related questions
- Using Reliable sources of information
- Interview targets with an open-ended
- Not to make up information
questions
- Analyze the demographic information
- Analyze the psychographic information
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Assignment 45%
Presentation II : 15%: Individual + Submit Hard Copy
19th March
2. Primary Research
Sampling : (Conduct Interview)
ANALYSE
Understand Target
Audience
1. Pick your method
2. Pick your representatives
(at least 3 in this case)
3. Create a list of questions
(For guideline only)
Submit Next week 3%
4. Interview and Record your
information
You want to know
- Taste and Preferences
- Any hobby that relates to
the nature of App?
- Places you can reach
them
- What media?
- What are their behaviors
that might link to the
function of your App?
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Example
The passionate board game players who
frequently use smart phones and have
experienced Dixit as a board game before
‘I want to create a campaign that will reach them!’
Ask Anything that you think might help you to
create your campaign’
NM3420 AUDIENCE CONTEXT ANALYSIS
INTRODUCTION
Example
The passionate board game players who frequently use smart phones and have
experienced Dixit as a board game before
Questions (Relate to board game and smart phone topic!)
General
1. Where do you buy your board games?
2. Where do you play your board games?
3. Who do you play with?
4. How often do you play?
5. What is your most favorite game?
6. When is the best time to play?
ETC.
More Specific
1. Is it difficult to meet up with
other players?
2. How do you manage to have
the same free time?
3. Do you play any online board
games? Where?
ETC.
Today
Dimensions of culture
Barriers to Intercultural
Communication
Anxiety
Assuming similarity instead of difference
oIndividualism
oMasculinity
oPower
Ethnocentrism
Stereotypes and prejudice
oDistance
Nonverbal misinterpretation
oUncertainty
Language
oAvoidance
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
 Anxiety
 Assuming similarity instead of difference
 Ethnocentrism
 Stereotypes and prejudice
 Nonverbal misinterpretation
 Language
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
 Anxiety
You are anxious because of
not knowing what you are
expected to do, it is only natural
to focus on that feeling and not be
totally present in the
communication transaction.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
 Assuming similarity instead of difference
When you assume similarity between cultures, you
can be caught unaware of important differences.
This can lead to disrupted communication or even conflict
Have you had any related experience to this?
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
Ethnocentrism
Negatively judging aspects of another culture by the
standards of one’s own culture.
‘A bias that leads people to judge another habits as right
or wrong’
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
 Stereotype and prejudice
The word stereotyping was first used by journalist
Walter Lippmann in 1922 to describe judgments made
about others on the basis of their ethnic group
membership.
When information is ambiguous, the brain often
reaches the wrong conclusion.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
Stereotype and prejudice
We do not so much believe what we see and see what we believe.
The brain overlooks what is doesn’t expect.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
 Stereotype and prejudice
Whereas stereotypes can be positive or
negative, prejudice refers to the irrational
dislike, suspicion, or hatred of a
particular group, race, religion, or sexual
orientation.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
Stereotype and prejudice
Discussion Question:
Is there any advantage of stereotyping?
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
 Anxiety
 Assuming similarity instead of difference
 Ethnocentrism
 Stereotypes and prejudice
 Nonverbal misinterpretation
 Language
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
Nonverbal misinterpretation
- Physical appearance (clothes etc.)
- Proxemics (personal space)
- Chronemics (time)
- Kinesics (gestures)
- Haptics (touch)
- Oculesics (eye contact)
- Vocalics/Paralanguage (voice)
- Olfactics (smell)
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
Language
Word Order
Sample Languages
SVO “cats eat mice”
English, Chinese, Swahili
SOV “cats mice eat”
Japanese, Korean
VSO “eat cats mice”
Classical Arabic, Welsh, Samoan
VOS “eat mice cats”
Tzotzil (a Mayan language)
OSV “mice cats eat”
Kabardian (a language of the northern Caucasus)
OVS “mice eat cats”
Hixkaryana (a language of Brazil)
Basic Word Order
SOURCE: Matthews, Polinsky, and Comrie (1996).
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
Language
Denotation VS Connotation
Eg. Communism, Weight
When you understand
your audience, their
language and the culture
they are in, you can
create effective work.
(Even if it seems strange
to others)
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Barriers to Intercultural Communication
Conclusion
To communication effectively, you should be aware of these barriers to
intercultural communication.
When you are aware of cultural differences, you will be able to create a better
analysis. (This will help you to form an effective campaign for your project)
Be flexible and adaptable!
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
DIMENSIONS OF CULTURE
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Dimensions of Culture
Geert Hofstede (1980):
o Individualism
 Loosely structured to tightly
integrated.
o Masculinity
 How a culture’s dominant values
are assertive or nurturing.
o Power Distance
 The distribution of influence within
a culture.
o Uncertainty Avoidance
 A culture’s tolerance of ambiguity
and acceptance of risk.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Dimensions of Culture
Individualism versus Collectivism
This dimension refers to how people define
themselves and their relationships with others.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Individualism
Collectivism
The interest of the individual
prevails over the interests of the
group.
The interest of the group prevails
over the interest of the individual.
Ties between individual are loose. People are integrated into strong,
People look after themselves and cohesive in-groups that continue
their immediate families.
throughout a lifetime to protect in
One difference is reflected in who
is taken into account when you set
goals. In individualist cultures,
goals are set with minimal consideration given to groups other than
perhaps your immediate family.
exchange for unquestioning loyalty.
In collectivist cultures, other groups
are taken into account in a major
way when goals are set.
Individualism Rankings for 50 Countries and Three Regions
SOURCE: Hofstede (2001, Exhibit 5.1, p. 215).
1
United States
36
Malaysia
2
Australia
37
Hong Kong
3
Great Britain
38
Chile
4/5
Canada, The Netherlands
39/41
Thailand, Singapore, West Africa
6
New Zealand
42
El Salvador
7
Italy
43
South Korea
8
Belgium
44
Taiwan
9
Denmark
45
Peru
10/11
Sweden, France
46
Costa Rica
12
Ireland
47/48
Pakistan, Indonesia
13
Norway
49
Colombia
14
Switzerland
50
Venezuela
15
Germany
51
Panama
16
South Africa
52
Ecuador
17
Finland
53
Guatemala
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Dimensions of Culture
Masculinity versus Femininity
Hofstede (1980) found that women’s social
role varied less from culture to culture than men’s.
He labeled as masculine cultures those that strive
for maximal distinction between what women and
men are expected to do.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Masculinity
Femininity
Masculine cultures strive for
maximal distinction between
what women and men are
expected to do.
Those labeled as feminine
cultures are those that permit
more overlapping social roles for
the sexes.
Cultures that place high values
on masculine traits:
Cultures that place high value
on feminine traits:
-Stress assertiveness
-Competition
-Material success
-Stress quality of life
-Interpersonal
-Relationships
-Concern for the weak
Masculinity Rankings for 50 Countries and Three Regions
SOURCE: Hofstede (2001, Exhibit 6.3, p. 286).
1
Japan
37/38
Spain, Peru
2
Austria
39
East Africa
3
Venezuela
40
El Salvador
4/5
Italy, Switzerland
41
South Korea
6
Mexico
42
Uruguay
7/8
Ireland, Jamaica
43
Guatemala
9/10
Great Britain, Germany
44
Thailand
11/12
Philippines, Colombia
45
Portugal
13/14
South Africa, Ecuador
46
Chile
15
United States
47
Finland
16
Australia
48/49
Yugoslavia, Costa Rica
17
New Zealand
50
Denmark
18/19
Greece, Hong Kong
51
The Netherlands
20/21
Argentina, India
52
Norway
22
Belgium
53
Sweden
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Dimensions of Culture
Power Distance
The way the culture deals with inequalities.
Hofstede (1997) defines power distance as
“the extent to which less powerful members of
institutions and organizations within a country
expect and accept that power is distributed
unequally”
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
High Power Distance
Low Power Distance
Children are expected to be
obedient toward parents versus
being treated more or less as
equals.
In the low power distance
workplace, subordinates expect
to be consulted, and ideal
bosses are democratic.
People are expected to display
respect for those of higher
status.
In more democratic
organizations, leaders are
physically more accessible.
-Power is centralized.
-There is a wide salary gap
between the top and bottom of
the organization.
Power Distance Rankings for 50 Countries and Three Regions
SOURCE: Hofstede (2001, Exhibit 3.1, p. 287).
1
Malaysia
35/36
Argentina, South Africa
2/3
Guatemala, Panama
37
Jamaica
4
Philippines
38
United States
5/6
Mexico, Venezuela
39
Canada
7
Arab countries
40
The Netherlands
8/9
Ecuador, Indonesia
41
Australia
10/11
India, West Africa
42/44
Costa Rica, Germany, Great Britain
12
Yugoslavia
45
Switzerland
13
Singapore
46
Finland
14
Brazil
47/48
Norway, Sweden
15/16
France, Hong Kong
49
Ireland
17
Colombia
50
New Zealand
18/19
El Salvador, Turkey
51
Denmark
20
Belgium
52
Israel
21/23
East Africa, Peru, Thailand
53
Austria
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Dimensions of Culture
Uncertainty Avoidance
The extent to which people in a culture feel
threatened by uncertain or unknown situation.
Hofstede explains that this feeling is
expressed through nervous stress and in a need
for predictability or a need for written and unwritten
rules (Hofstede, 1977). In these cultures, such
situations are avoided by maintaining strict codes
of behavior and a belief in absolute truths.
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
High
Low
Uncertainty Avoidance
Uncertainty Avoidance
Cultures strong in uncertainty
avoidance are active,
aggressive, emotional,
compulsive, security seeking,
and intolerant.
Cultures weak in uncertainty
avoidance are contemplative,
less aggressive, unemotional,
relaxed, accepting of personal
risks, and relatively tolerant.
-Need for rules, precision and
punctuality
-
No more rules than are
necessary
Precision and punctuality
have to be learned.
Uncertainty Avoidance Rankings for 50 Countries and Three Regions
SOURCE: Hofstede (2001, Exhibit 3.1, p. 287).
1
Greece
35
The Netherlands
2
Portugal
36
East Africa
3
Guatemala
37
Australia
4
Uruguay
38
Norway
5/6
Belgium, El Salvador
39/40
South Africa, New Zealand
7
Japan
41/42
Indonesia, Canada
8
Yugoslavia
43
United States
9
Peru
44
Philippines
10/15
France, Chile, Spain,
45
India
Costa Rica, Panama, Argentina
46
Malaysia
16/17
Turkey, South Korea
47/48
Great Britain, Ireland
18
Mexico
49/50
Hong Kong, Sweden
19
Israel
51
Denmark
20
Colombia
52
Jamaica
21/22
Venezuela, Brazil
53
Singapore
NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Reference:
Jandt, Fred E. An Introduction to Intercultural Communication: Identities
in a Global Community. Thousand Oaks, CA: Sage, 2010.