Global Communications GLS 310 Culture and Identity

Aristotle’s rhetorical triangle

Speaker

Aristotle’s rhetorical triangle Speaker Message

Aristotle’s rhetorical triangle Speaker Message Audience

Aristotle’s rhetorical triangle Speaker Message Audience

Aristotle’s rhetorical triangle Speaker Message Audience Context

Aristotle’s rhetorical triangle Speaker Message Audience Context

International variables

Surface

International variables Surface Unspoken rules

International variables Surface Unspoken rules Unconscious rules

International variables Surface Unspoken rules Unconscious rules

International variables Surface

International variables Unspoken rules Unconscious rules

Models of culture To map the unspoken and unconscious rules The primary reasons to use models of culture are: to gain insight into the information needs and behavioral tendencies of the audience to collect data for radical localization to complete task analyses for a multinational audience

Models of culture Two pioneers of intercultural communication studies: Edward Hall Geert Hofstede

Edward Hall Focuses on determining what releases the right response rather than what sends the right message. Hall, Edward T. The Hidden Dimension. Anchor Books: 1990 Hall, Edward T. Beyond Culture. Anchor Books: 1989 Hall's cultural variables deal with: Speed of messages Context Space Time Information flow

Hall: Speed of messages

Hall: Context Context Information Information explicitly stated Information implicitly stated Low- Context Cultures High- Context Cultures

Hall: Space All cultures have different senses of space, or invisible boundaries. These are qualified as: Territoriality Personal space Multisensory space Unconscious reactions to spatial differences

Hall: Time In Hall’s model of culture, there are two types of relation with time:

Hall: Information flow In High-Context Cultures: o Information flows fast and free In Low-Context Cultures: o Information tends to be slow

Geert Hofstede Focuses on determining the patterns of thinking, feeling, and acting that form a culture's mental programming. Hofstede, Geert Cultures and Organizations: Software of the Mind. McGraw-Hill: 2004 Hofstede's cultural variables deal with: Power distance Collectivism versus Individualism Femininity versus Masculinity Uncertainty avoidance Long-term orientation versus short-term orientation

Hofstede: Power distance How subordinates respond to inequality. High-power distance : Subordinates tend to fear their bosses. Bosses tend to be autocratic. South America, France, Spain, Asia and Africa. Low-power distance : Subordinates are more likely to challenge bosses. Bosses tend to be more consultative. USA, Great Britain, northern Europe, New Zealand, Israel.

Hofstede: Collectivism vs Individualism What are the ties among individuals in a society? Individualistic cultures : People are expected to look out for themselves. Little social cohesion. USA, France, Germany, South Africa, Canada. Collectivist cultures : Individuals develop strong personal ties, and are expected to be loyal to the group. Japan, Costa Rica, Mexico, Korea, Greece.

Hofstede: Femininity vs Masculinity Masculine and feminine work goals index.

Hofstede: Femininity vs Masculinity Countries/Regions where the Masculine index is more valued: USA, Japan, Mexico, Great Britain, Hong Kong, Italy, Germany, New Zealand Countries/Regions where the Feminine index is more valued: Sweden, Israel, Spain, Korea, France, Denmark, Finland, Indonesia

Hofstede: Uncertainty avoidance This focuses on the extent to which people feel threatened by uncertain or unknown situations.

Hofstede: Uncertainty avoidance Countries/Regions with Strong uncertainty avoidance : South America, Japan, South Korea Countries/Regions with Weak uncertainty avoidance : Netherlands, USA, Singapore, Hong Kong, Great Britain

Hofstede: Long-term vs Short-term orientation

Countries/regions that have a Long-term orientation toward life: China, Hong Kong, Taiwan, Japan, India Countries/regions that have a Short-term orientation toward life: Pakistan, the Philippines, Canada, Great Britain, Germany, Australia, USA

Other models of culture Trompenaars, Fons Riding the Waves of Culture: Understanding Diversity in Global Business. McGraw- Hill: 2011 Axtell, Roger Do’s and Taboos Around the World. Wiley: 1993 Copeland, Lennie and Lewis Griggs Going International: How to Make Friends and Deal Effectively in the Global Marketplace. Penguin: 1985 GlobeSmart: at with overview and demo access