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Intercultural Communication-1.pdf
- 2. AIM & OBJECTIVE To understand the concept of Intercultural Communication To examine the different between high-context society and low-context society To assess the role of culture influencing marketing activities To apply the Intercultural Communication concept to marketing strategy Objectives Aim
- 3. TABLE OF CONTENTS Culture and Communication The definition of Intercultural Communication Hall’s Theory - High-context vs Low-context Direct vs Indirect communication Intercultural communication (Hall’s theory) & Marketing Conclusion Recommendations References
- 4. WHY IS IT IMPORTANT TO HAVE UNDERSTANDING BETWEEN DIFFERENT CULTURES?
- 5. CULTURE UNDERSTANDING To understand people behaviour To prevent the misunderstanding To respect the differences between cultures To communicate the right message to the right people
- 6. “Communication is the vehicle by which meanings are conveyed, identity is composed and reinforced, and feelings are expressed. As we communicate using different cultural habits and meaning systems, both conflict and harmony are possible outcomes of any interaction.” LeBaron, 2003
- 8. “Interpersonal interaction between members of different groups, which differ from each other in respect of knowledge shared by their members and in respect of their linguistic forms of symbolic behaviour” Miric, 2008
- 10. HIGH-CONTEXT & LOW-CONTEXT “High-context and Low-context Communication refers to the degree to which speakers rely on factors other than explicit speech to convey their message” “Communication varies according to its degree of field dependence, and that it can be classified into two general categories = High-context and Low-context” LeBaron, 2003 Hall, 1971
- 11. EDWARD T. HALL Cultural anthropologist Ph.D., Columbia university Best known for his work in intercultural relation and communication One of the founders of intercultural communication study
- 12. HALL’S FRAMEWORK Explicit manner Focused on requirements Avoid merging of issues Precise Punctuality Implicit manner High commitment to long term relationship Merge Not kept separate Relaxed about time Low-context culture High-context culture (High Individualism) (Collectivism)
- 13. HALL’S THEORY High-Context Low-Context Covert messages Overt Messages Internalized Messages Plainly Coded Messages Extensive non-verbal codes Details verbalized Reaction Reserved Reaction on surface Distinct In and Out Groups Flexible In and Out Groups Strong interpersonal bonds Weak interpersonal bonds High commitment Low commitment Open time Closed time
- 14. HIGH & LOW CONTEXT High-context cultures, verbal messages have little meaning without the surrounding context, which includes the overall relationship between all the people engaged in communication. Low-context cultures exclude many of those stimuli and focus more intensely on the object communication event. The message itself means everything. McDowell, 2003
- 15. PAUSE FOR THOUGHTS Do I recognize implied messages from others, and am I aware of the verbal and non-verbal cues that let me understand the speaker’s meaning? Do I let my words speak for themselves? Do I prefer to be more direct, relying on what is explicitly stated in my speech?
- 17. WHY UNDERSTANDING THE INTERCULTURAL COMMUNICATION BENEFIT MARKETING ACTIVITIES?
- 18. CROSS-CULTURAL & MARKETING Cross-cultural marketing can be seen as the strategic process of marketing among customers whose culture differs from that the marketers’ own culture Consumption research is an essential precondition for appropriate product design All market behaviours are culture-bound, so the marketers need to understand the culture and match marketing mix with consumer preferences, purchasing behaviour and product-used patterns in a potential market.
- 20. DIRECT-INDIRECT COMMUNICATION * Direct communication is when the meaning of the message is communicated mainly via words * Indirect communication is when meaning is not only in the words, but mainly in the surrounding context of a conversation. In other words, somebody who is indirect will leave it up to the listener to fill in the blanks and make out the meaning by correctly reading the contextual clues (non- verbal communication, status and/or age of people involved in the conversation etc.)
- 21. BODY LANGUAGE & SILENT LANGUAGE Body language is a form of non-verbal communication, which consist of body posture, gestures, facial expressions and eyes movement Body language may provide clues to the attitude or state of mind of a person Silent or indirect communication doesn’t always show disinterest, but could be a sign for respect
- 22. CULTURAL DIFFERENCES & MARKETING APPROACHES High-context culture: Indirect and transformational advertising messages creating emotions through pictures and entertainment Low-context culture: Direct and rational advertising messages providing product information
- 23. HIGH-CONTEXT ADVERTISEMENT EXAMPLE High-context communication * Ambiguous message with very little information about the product Advertisement for Kewpie half 50% less cholesterol Mayonnaise (From top to bottom): Whether or not I’m by myself is fine (the direct translation is actually ‘by myself is fine, not by myself is fine too’), Convenience, Kewpie half
- 24. LOW-CONTEXT ADVERTISEMENT EXAMPLE Low-context communication * Informative, data-oriented with direct message Advertisement for California Milk Processor Board You should see what underneath. The calcium in milk keeps bones strong and and helps prevent osteoporosis
- 25. CULTURE RELATED DESIGN CRITERIA Layout: written text -> information/ rational (low-context communication) Layout: visual picture -> entertainment/ emotional (high- context communication)
- 30. CLASS ACTIVITIES How can you sell this product according to the cultural concept of High-context and Low-context?
- 31. CONCLUSION Companies have to consider cultural differences and establish a global mindset Culture influences consumer behaviour and their perception To send the right message, to the right person at the right time is the key of intercultural communication of marketing
- 32. RECOMMENDATION Low-context communicators interacting with high-context communicators should be mindful that * nonverbal messages and gestures may be as important as what is said * status and identity may be communicated nonverbally and require appropriate acknowledgement * face-saving and tact may be important, and need to be balance with the desire to communicate fully and frankly * building a good relationship can contribute to effectiveness overtime * indirect routes and creative thinking are important alternatives to problem-solving when blocks are encountered
- 33. RECOMMENDATION High-context communicators interacting with Low-context communicators should be mindful that * things can be taken at face value rather than as representative of layer of meanings * roles and functions maybe decoupled from status and identity * efficiency and effectiveness may be served by a sustained focus on tasks * direct questions and observations are not necessarily meant to offend, but to clarify and advance shared goals * indirect cues may not be enough to get the other’s attention
- 34. Any Question?
- 35. REFERENCES Annonymous, (2002-2011). Hall’s cultural factors, Changing mind. Available at http://changingminds.org/explanations/culture/ hall_culture.htm [Accessed on September 17, 2011]. Beyond Intractability, (2003). Cultural Diversity. Available at http://www.beyondintractability.org/essay/communication_tools/ [Accessed on October 8, 2011]. Hall, E., (2011). Nonverbal communication; Intercultural relations; Anthropology, Edward T. Hall. Available at http:// www.edwardthall.com/ [Accessed on September 17, 2011]. Hubpage, (2011). High Context vs. Low Context Communication. Available at http://mqjeffrey.hubpages.com/hub/High-Context-vs-Low- Context-Communication [Accessed on October 7, 2011] McDowell, M. (2003). High Context & Low Context. Available at faculty.pcc.edu/~mmcdowel/eng240fall03/eng240highlowcontext.pdf. [Accessed on October 8, 2011]. Melcrum Publishing, (2009). Understand cultural differences for clearer communication. Available at http:// www.internalcommshub.com/open/news/shrm08.us.shtml [Accessed on October 7, 2011]. Miric, N., (2008). Re-imaging Understanding of Intercultural Communication, Culture and Culturing, Journal of Intercultural Communication. xx(17). pp. xx. Available at http://www.immi.se/intercultural/nr17/bakic.htm [Accessed on October 8,2011].
- 36. REFERENCES Missana, S., (xx). The silent language, The Grip of Culture: Edward T. Hall. Available at http://www.ishk.net/hall.pdf [Accessed on October 7, 2011]. Rika’s blog, (2009). High and Low Context Communication. Available at http://rninomiya.wordpress.com/2009/05/24/high-and-low- context-communication/ [Accessed on October 7, 2011].