Intro to values and hofstede

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  • Individuals have values. If groups of individuals share the same values, this group has this values. Example of such a group: culture, society, organization.
    Value orientation that becomes manifest in the actions of a group is a cultural value.
  • Value can prevent attitude from influencing behavior.
  • ? Why are value systems relevant for influencing people?
    = Helps communication professionals understand WHY people choose something. => construct message that will help to develop a positive attitude (associated with value).
    ? Do you recognize these value priorities in USA & East Asia?
    Value System: several values, some values are more relevant than others.
  • ? If you had to sell toothpaste to North Americans, what would be your message? SEE NEXT SLIDES
    = VSM makes you happy.
    ? Idem: East Asia?
    = VSM is good for your long lasting relationships.
  • More stable than attitudes. Attitude towards brand can change, but your values stay the same.
  • Value priorities: SLIDE USA – Asia
    Individuals have values. If groups of individuals share the same values, this group has this values. Example of such a group: culture, society, organization.
  • Research can be done in order to find out which needs your target audience has.
    In different cultures the order might be different.
    ? If you know the needs, what can you do with it in order to construct a message that will influence the target audience?
    = focus on attributes & benefits & values that belong to what the target audience needs PLUS that can be associated with the product.
  • Symbols: most superficial: language, clothing, food.
    => Speaking English does not make you British : you will still have the Dutch bluntness / Asian focus on perseverance & harmony / etc.
    Wearing baseball-cap & baggy trousers does not make you a Brooklyn hoody.
    a woman told that she is very intercultural, because she goes to a Chinese restaurant, twice a year.
    Heroes: teenagers try to find identity and put posters on the room wall of Tupac / Notorios BIG / Rihanna / Dennis Bergkamp / etc.
    Later: picture of husband / wife/ children / Obama / etc.
    Rituals: bring coffee for roommates / celebrate birthday
    To what ‘tribe’ do you belong?
    We need a CODE in order to understand these expressions: if you do not belong to this culture you will not fully understand all of them : different Realms Of Understanding/ Field of Experience => you will feel excluded, members of the (sub) culture will feel a strong insider feeling. We vs. They.
    PICTURE
    Snoop Dogg
    = Hero
    Symbols, what do they mean?: boxing dress ; ? What does the logo mean? ; jewellery; small cigar?
    Ritual: hand shake ; smoking cigar
    ? What do all these Symbols & Rituals mean? What values do they represent?
    ? What values does Snoop Dogg represent?
    = street values: Afro Americans rule ; money is most important ; drugs and violence are acceptable (because they are needed to earn much money).
    => Versus values that the dominant white society tries to enforce. (peace, harmony, long-term relationships; by education, good job).
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  • ? Does this correlate with gender?
    ? Cultural background?
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  • A person is not just his/her nationality! People are also influenced by: their family culture, their religion, their class-mates, their team-mates, etc.
  • Key for solving the problem is that you will construct the right message.
    The message will be constructed in the basis of the BRIEFING.
    (Also you will have to think about the media by which you will disseminate the message:
    S  [x]  R x = message ; [] = medium
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