1. Intercultural Market Communication
What is he talking about
Intercultural Market Communication
Bedlinen only 9.99 this week …
Week 36
Fall 2010

2. Practical Who am I? Who are you? Photos
What is Intercultural Market Communication all about?
Exam
In English, please

3. Today Course introduction Lecturer’s presentation, discussions
Please read: M&M, ch. 1; U&L ch. 3
Group work based on questions 1, 2 and 3 in M&M
Presentation of Assignment 1
Academic Writing – presentation and discussion

4. What is culture? Culture theory Sociolinguistics
Anthropologists – Alfred L. Kroeber and Clyde Kluckhohn
Social semiotics

5. Functionalist vs. interpretivist
From Hofstede and Hall to Geertz
From predictive patterns of thinking and behaving to the complexity of overlapping, changeable small cultures

6. Functionalist
Hofstede - dimensions
Hall - context and time

7. Geert Hofstede’s 5 dimensions
"Culture is more often a source of conflict than of synergy. Cultural differences are a nuisance at best and often a disaster."
- Dr. Geert Hofstede

9. Exercise: What does it mean to be Danish?
Please give me examples of a painting, a photograph, a person, a thing, a text, a song or piece of music, a poem, a dish, a place, an occation

24. Edward Hall: Context (high/low) ...
 High context culture

 Low context culture

Overtness of messages
Many covert and implicit messages, with use of metaphor and reading between the lines
Many overt and explicit messages that are simple and clear. Overtness of messages
Locus of control and attribution for failure
Inner locus of control and personal acceptance of failure
Outer locus of control and blame of others for failure
Use of non-verbal communication
Much nonverbal communication
More focus on verbal communication than body language
Expression of reaction
Reserved, inward reactions
Visible, external, outward reaction
Cohesion and separation of groups
Strong diistinction  between ingroup and outgroup. Strong  sense of family
Flexible and open grouping patterns, changing as needed
People bonds
Strong people bonds with affiliation to family and community
Fragile bonds between people with little sense of loyalty
Level of commitment to relationships
 High commitment to long-term relationships. Relationship more important than task
Low commitment to relationship. Task more important than relationships
Flexibility of time
Time is open and flexible. Process is more important than product
Time is highly organized. Product is more important than process

25. Edward Hall: ... and time Monochronic Culture Polychronic Culture
Interpersonal
 Relations
Interpersonal
 relations are subordinate to present schedule
Present
 schedule is subordinate to interpersonal relations
Activity 
Co-ordination
Schedule 
co-ordinates activity; appointment time is rigid
Interpersonal 
relations co- ordinate activity; appointment time is flexible
Task 
Handling
One 
task at a time
Many 
tasks are handled simultaneously
Breaks 
and Personal Time
Breaks 
and personal time are sacrosanct regardless of personal ties
Breaks 
and personal time are subordinate to personal ties
Temporal Structure
Time is inflexible; time is tangible
Time is flexible; time is fluid
Work/personal
 time separability
Work 
time is clearly separable from personal time
Work 
time is not clearly separable from personal time
Organizational 
Perception
Activities are isolated from organization as a whole; tasks are measured 
by output in time (activity per hour or minute)
Activities
are integrated into organization as a whole; tasks are measured 
as part of overall organizational goal
(Adapted from

26. Criticism
Other identity factors than culture (as nationality): Age, gender, race, religion, family patterns, education, occupation.
Various identities at home, at work, over time, etc.
Ethnocentrism
Determinism
Stereotyping

27. Interpretive
Clifford Geertz – webs of significance – thick description
Victor Turner
Etic/emic – Kenneth Pike

28. Clifford Geertz Webs of significance
Thick description - Geertz’ Balinese cockfight example - almost like being there
Geertz:
"Believing, with Max Weber, that man is an animal suspended in webs of significance he himslef has spun, I take cultures to be those webs, and the analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning."(1973)

29. Criticism
Utility - degree of usefulness
Relativism
Idealism

30. Group work Main differences between approaches?
Define web of significance. How does it relate to intercultural communication?
What is national identity?

31. Assignment 1
Take a close look at Arla’s international website to see in which countries Arla operates. Then identify some of the intercultural communication challenges that Arla faces operating in a globalised world. Please, discuss.
How should Arla deal with the intercultural communication challenges that you have identified above? Please, discuss.
What could other companies learn from Arla about operating across cultures?

32. Assignment 1 continued
Practical stuff when working on this assignment:
Check spelling and grammar
Answer all questions
Provide notes when you quote, paraphrase and refer to someone else’s words and opinions
Find facts, articles, etc. to support your case
Search for information on the internet, in other works of literature, etc. (remember references)
Use meta-language – tell what you’re doing and why
Be cohesive – demonstrate a logical flow
Demonstrate that you understand relevant theoretical issues and that you can use them in your argumentation
Everything is up for discussion, so please discuss
Remember this is an academic paper
Deadline: Session 3 – 23 September
Write no more than 10 pages per group (the final exam will be up to 6 pages per person)

33. A Group 1: Group 2: Group 3: Group 4: Group 5: Group 6: Group 7:
Astrid Hedermann Pedersen
Katrine Bæk Larsen
Eva Bøge Josefsen
Mette Bruun Sørensen
Janni Ank Mertz
Group 2:
Steffen Berg Jensen
Christina Nielsen
Maren Bork Villadsen
Mariann Daugaard
Mads Boye Holst
Group 3:
Pia Bloch Mikkelsen
Ragnheidur Georgsdottir
Jeanette Kjær Olsen
Julie Veggerby Jensen
Janne Hougaard Rasmussen
Group 4:
Mads Steen Hebbelstrup
Patrick Hoban
Ellen Kraaijenzank
Fawzie El-Fil
Trine Moesgaard Thomsen
Group 5:
Christina Thomsen
Sanne Skov Iversen
Trine Nielsen
Hanne Kragh
Anastasia F. X. Hjorth
Group 6:
Lise Anna Kløcker Grove
Anne Sofie Weiersøe Skovholm
Kathrine Ærthøj Kanne Pedersen
Kristian Skriver Jensen
Martin Norup Thomsen
Group 7:
Kathrine Frost Eriksen
Jesper Skov Christensen
Anja Rank Jensen
Christina Kirk Kjærsgaard
Group 8:
Janni Lanzky Jensen
Anja Hansen Støvring
Stine Bundgaard Jensen
Maia Haferbier

34. B Group 1: Group 2: Group 3: Group 4: Group 5: Group 6: Group 7:
Anne Katrine Stouby
Anders Kilgast Jensen
Søren Kronborg
Janicell Karina Rasmussen
Maja Repic
Group 2:
Thomas Maegaard-Nielsen
Simon Ulrik Jeppesen
Stine Smedstrup Mortensen
Sacha Vernstrøm Prosberg
Sandra Schnoor
Group 3:
Tine Nørgaard Winther
Trine Kristensen
Maria Thomsen
Stine Møgelvang Mogensen
Camilla Størup Ugilt
Group 4:
Kasper Miki Laursen
Ida Wøjcik-Jonasson
Lars Jørgensen
Gitte Adamsen
Jessica Støvring
Group 5:
Maria Nørgaard Lundsgaard
Anita Bjørn Kristoffersen
Emir Catak
Christian Ohm Nørgaard
Mads Skov Mathiesen
Group 6:
Tina Buhelt Olesen
Andreas Brogaard Christensen
Jonas Rusborg Frederiksen
Anna Skovgaard Pedersen
Line Geltzer Johansen
Group 7:
Katrine Engberg Holm
Lene Filtenborg Buhl
Mia Darschana Hansen
Ianne Jill Griffin

35. Useful academic writing sites:
For resources in various academic fields:
Essay writing:
Using English for Academic Purposes - A Guide for Students in Higher Education - Academic Writing:
How to develop arguments, counterarguments, etc. in academic writing:
(All sites last visited on 26 August 2010, Elisabeth Houe Thomsen) Furthermore, you may find inspiration in the Danish book: “Den gode opgave”, Lotte Rienecker, Stray Jørgensen, Forlaget Samfundslitteratur

36. Text to prepare for next week
Identify the discourses and rhetorical strategies used in the text