H - Cross-cultural communication politics Flashcards
Laswell-Formula
Who says what in which channel to whom with what effect?
How do misunderstandings across cultures develop?
In culture A the sender codes an intended message, that is decoded by the receiver in culture B and becomes a perceived message. The intended message equals only then the perceived message, if the coding scheme of the cultures is the same.
- > communication is successful if receivers interpret the communication in the same way as the sender
- > interpretation of the codes (verbal and non-verbal) differs across cultures
Pitfalls in Cross-Cultural communication
Under which circumstances is a message understood across cultures?
- the message is coded according to the codes of A. B decodes the message according to his own codes.
- the more the codes of A and be are similar, the more the intended message will overlap with the perceived message.
Pitfalls in Cross-Cultural communication
Conclusion
In many marketing and service contexts it is highly relevant that the marketer is sensible for cross-cultural differences (e.g. tourism)
Characteristics of Symbols
Surplus meaning
Information economy
Plasticity
Culture specific
Characteristics of symbols
Surplus meaning
A symbol conveys more than the aspects that are directly perceivable. There is a deeper meaning.
Example:
Red Cross
Characteristics of symbols
Information Economy
A symbol helps to express something which is verbally impossible or difficult to express.
Example:
World Trade Center -> Sign of Western capitalism
Characteristics of symbols
Plasticity
Symbols can modify their shape without losing their meanings.
Example:
Airplane, free as a bird -> Kranich (Lufthansa)
Characteristics of symbols
Culture specific
Symbols are learned and they base on social agreement.
Example:
Open office doors
-> Advertisers need to be careful with national symbolic
Comprehension of ad slogans
Language
- important element of culture -> etic vs. emic
- primary instrument to share and transport meaning
- language influences which problems we perceive and how we handle and solve them
Comprehension of ad slogans
Language
Sapir-Whorf-Hypothesis
Structure of the language influence perception and categorization
(attention: controversial)
Comprehension of ad slogans
Why English ad slogans in the German market?
Causes
- foreign decision makers
- standardized brand politics
- demonstrating a global mindset
- lack of creativity
Comprehension of ad slogans
Why English ad slogans in the German market?
Effects
- pop music effect (contra: music evokes feelings)
- signalizing internationality, but attenuating problem comprehensibility
- associations
Comprehension of ad slogans
Why English ad slogans in the German market?
Effects
Associatons of German and English language
German:
- more sustainable
- authentic
- more emotional
English language:
- international/cosmopolitan
- younger, more modern
- dynamic
Speech Variety
Relevance of Accents and Dialects in the marketing communication
Examples
Advertising, call centers, personal selling, etc.
Speech Variety
Relevance of Accents and Dialects in the marketing communication
Findings about the effects
Criteria
Message
Speaker
Behavioral Reaction
Speech Variety
Relevance of Accents and Dialects in the marketing communication
Findings about the effects
Message
Speech quality
Perception
Recognition
Attitude
Theoretical foundation:
- limited capacity model
- theory of distraction
Speech Variety
Relevance of Accents and Dialects in the marketing communication
Findings about the effects
Speaker
Competence
Social attractiveness
Credibility
Theoretical foundation:
- social identity theory
- accent prestige theory (some dialects have a good image and some a bad one)
Speech Variety
Relevance of Accents and Dialects in the marketing communication
Findings about the effects
Behavioral reaction
Attitude (esp. product)
Intention to buy
Word of mouth
Theoretical foundation:
- speech accommodation theory (you adjust your accent to the receiver)
Regional Dialects
Example Study on the Effect of Regional Dialects of Salespersons
Conceptual Model
The satisfaction with the salesperson is dependent from:
Effects of a dialect
- dialect X speech quality
- Euphony of dialect
- social stereotypes
Effects of the fit of the regional dialect
- similarity of dialects
Regional Dialects
Example Study on the Effect of Regional Dialects of Salespersons
Dialect X speech quality effect
(confirmation/disconfirmation paradigm)
- not the dialect alone, but its interplay with the speech quality is relevant
regional dialect + good speech quality = higher satisfaction with the salesperson
Regional Dialects
Example Study on the Effect of Regional Dialects of Salespersons
Euphony of dialect
Dialect euphony effect
(implicit personality theory)
- Implicit personal theories -> stereotypes
Regional Dialects
Example Study on the Effect of Regional Dialects of Salespersons
Social stereotypes
Dialect prestige effect
(Accent prestige theory)
- Different dialects have different prestige
Regional Dialects
Example Study on the Effect of Regional Dialects of Salespersons
Similarity of dialects
Social identity effect
(Social identity theory)
- Dialect signalizes where someone comes from
- > signalise origin via dialect
- > if people have the same dialect you create an in-group
- > positive effect
Advertisments as a Mirror of society?
Content Analysis of German and Russian print ads (Hoffmann/Wittig)
Research question
Do German car producers adapt their ads to the target country?
Advertisments as a Mirror of society?
Content Analysis of German and Russian print ads (Hoffmann/Wittig)
Findings
Considering Hofstedes dimensions the ads were adapted to the cultural profile of the target country
Adaptation of humor in ads
Effects of humor in general
- humorous ads are applied world wide
- positive effects on attention, but effect persuasion is controversial
-> conditions of the effect of humorous ads need to be analyzed.
Is there a need to adapt humorous ads to the culture of the target group?
Adaptation of humor in ads
Humor types in ad communication
Incongruity resolution
- laughing results from having solved incongruent information
Examples:
comic wit, satire, sentimental comedy, full comedy
Adaptation of humor in ads
Humor types in ad communication
Humorous disparagement
- laughing from enhancing the self at the expense of others
Examples:
satire, full comedy
Adaptation of humor in ads
Humor types in ad communication
Arousal safety
- laughing from empathy with likeable characters facing a discomforting situation
Sentimental comedy, sentimental humor, full comedy
Adaptation of humor in ads
Humor as “cultural universal”
Culture-bound characteristics
- perception of incongruence and interpretation of surprising events
- context (Does the type of humor fit to the situation?)
- preferences for different types of humor
Adaptation of humor in ads
Humor as “cultural universal”
Universal characteristics
- ability to laugh about humorous content
- cognitive elements are the basis for the development of humor (incongruence, surprise)
- laughing is a physiological reaction to humorous content
Adaptation of humor in ads
Humor as “cultural universal”
Moderated model
Extended part of the model (culture bound):
- the relation between type of humor and perceived humor is moderated by culture
Core model (culture-free):
- the perceived humor influences the attitude towards the ad
- the attitude towards the ad influences the attitude towards the brand
