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Intercultural Market Communication

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Presentation on theme: "Intercultural Market Communication"— Presentation transcript:

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
 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

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