Transcript nm3413_04_perception_v1 - NM3413 Audience Analysis

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NM3413 Audience Analysis
Culture’s Influence on
Perception
OVERVIEW
- Senses and limitations
- Effect of culture on sensing
- The three-step process of perceiving
- Barriers to intercultural communication
NM3413 AUDIENCE ANALYSIS
CULTURE
Sensing
“People see the world differently”
People differ culturally in...
- how they physiologically experience the world
or
- how they interpret what they experience?
NM3413 AUDIENCE ANALYSIS
CULTURE
Sensing
Our Senses and Their Limitations
• Sight
• Hearing
• Smell
• Taste
• Touch
NM3413 AUDIENCE ANALYSIS
CULTURE
Sensing
Our Senses and Their Limitations
• Sight
• Hearing
• Smell
• Taste
• Touch
o See objects the size of a cantaloupe at a distance of
1,200 feet.
o 20% of what is available to be seen is lost or distorted in
transit to the human brain.
NM3413 AUDIENCE ANALYSIS
CULTURE
Sensing
Our Senses and Their Limitations
• Sight
• Hearing
• Smell
o Has a workably conscious sound spectrum covering a
range from 20 to 20,000 vibration cycles per second –
roughly 10 octaves
• Taste
o Plus partly conscious “sensing” of higher and lower
• Touch
o A normal loss of fidelity estimated at between 22% and
frequencies
25%
NM3413 AUDIENCE ANALYSIS
CULTURE
Sensing
Our Senses and Their Limitations
• Sight
• Hearing
• Smell
• Taste
• Touch
o Can differentiate among about 5,000 different smells
down to a threshold of stimulation of as little as 400
molecules of a substance.
o Smell is a less reliable human sense.
NM3413 AUDIENCE ANALYSIS
CULTURE
Sensing
Our Senses and Their Limitations
• Sight
• Hearing
• Smell
• Taste
• Touch
o Has about 10,000 differentiated taste sensations in
relation to the basic sensations of bitter, sour, and
sweet.
o “Umami” is best described as “savoriness”
o To taste a substance requires about 25,000 times more
molecules than are required to smell it.
NM3413 AUDIENCE ANALYSIS
CULTURE
Sensing
Our Senses and Their Limitations
• Sight
• Hearing
• Smell
• Taste
• Touch
o Of all human senses, touch, especially as related to
pain, temperature, and pressure, relates most directly to
automatic, reflex-arc reactions.
o Virtually all these sensations lead to responses initiated
before the brain consciously begins to react.
NM3413 AUDIENCE ANALYSIS
CULTURE
Sensing
Effect of Culture on Sensing
Kitayama, Duffy, Kawamura, and Larsen (2003) Experiment
European Americans
The original stimulus
The absolute task
9 inches
3 inches
Japanese
The relative task
NM3413 AUDIENCE ANALYSIS
CULTURE
Perceiving
The Three-step Process
1. Selection
2. Organization
3. Interpretation
NM3413 AUDIENCE ANALYSIS
CULTURE
Perceiving
The Three-step Process
1. Selection
Japanese/English Difficulties with Speech sound
-Vowel length:
obasan
aunt
obaasan
grandmother
-Double consonants: shita
-Accent:
-Pitch:
did
shitta
new
kaki
oyster
kaki
persimmon
hashi
bridge
hashi
chopsticks
hashi
edge of a table
NM3413 AUDIENCE ANALYSIS
CULTURE
Perceiving
The Three-step Process
2. Organization
English
red
Shona
cipsuka
Bassa
ziza
orange
yellow
cicena
green
citema
hui
blue
purple
cipsuka
NM3413 AUDIENCE ANALYSIS
CULTURE
Perceiving
The Three-step Process
3. Interpretation
NM3413 AUDIENCE ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
 Anxiety
 Assuming similarity instead of difference
 Ethnocentrism
 Stereotypes and prejudice
 Nonverbal misinterpretation
 Language
NM3413 AUDIENCE 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.
NM3413 AUDIENCE 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.
NM3413 AUDIENCE 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.
NM3413 AUDIENCE 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.
NM3413 AUDIENCE ANALYSIS
CULTURE
Barriers to Intercultural Communication
LaRay M. Barna (1997):
 Stereotype and prejudice
We do not so much believe what we see as
see what we believe.
The brain overlooks what is doesn’t expect.
NM3413 AUDIENCE 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.
NM3413 AUDIENCE ANALYSIS
CULTURE
References:
Jandt, Fred E. An Introduction to Intercultural Communication: Identities
in a Global Community. Thousand Oaks, CA: Sage, 2010.