NM3420 AUDIENCE CONTEXT ANALYSIS

1. 7 NM3420 AUDIENCE CONTEXT ANALYSIS Senses & Perception

2. PREVIOUSLY... 1. Effects to the audience Dimensions of culture • Individualism VS Collectivism • Masculinity VS Femininity • Power Distance • Uncertainty Avoidance • Short-term and Long-term Orientation • Indulgence VS Restraint 2. Segmentation and Targeting 3. History of audience 4. Culture and Context

3. Today Culture cont........... Sensing and Perception Sensing • Sight • Hearing • Smell • Taste • Touch Barriers to Intercultural Communication • Anxiety • Assuming similarity instead of difference • Ethnocentrism • Stereotypes and prejudice • Nonverbal misinterpretation • Language Perception Selection Organization Interpretation

4. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication

5. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Anxiety • Assuming similarity instead of difference • Ethnocentrism • Stereotypes and prejudice • Nonverbal misinterpretation • Language

6. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Anxiety You are anxious because of not knowing what you are expected to do, it is only natural to focus on that feeling and not be totally present in the communication transaction.

7. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Assuming similarity instead of difference When you assume similarity between cultures, you can be caught unaware of important differences. This can lead to disrupted communication or even conflict Have you had any related experience to this?

8. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication • Assuming similarity instead of difference

9. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Ethnocentrism Negatively judging aspects of another culture by the standards of one’s own culture. ‘A bias that leads people to judge another habits as right or wrong’

10. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Stereotype and prejudice The word stereotyping was first used by journalist Walter Lippmann in 1922 to describe judgments made about others on the basis of their ethnic group membership. When information is ambiguous, the brain often reaches the wrong conclusion.

11. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Stereotype and prejudice PARIS IN THETHE SPRING

12. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Stereotype and prejudice We do not so much believe what we see and see what we believe. The brain overlooks what is doesn’t expect.

13. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Stereotype and prejudice Whereas stereotypes can be positive or negative, prejudice refers to the irrational dislike, suspicion, or hatred of a particular group, race, religion, or sexual orientation.

14. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Stereotype and prejudice Bonus Question: Is there any advantage of stereotyping?

15. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication

16. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Anxiety • Assuming similarity instead of difference • Ethnocentrism • Stereotypes and prejudice • Nonverbal misinterpretation • Language

17. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Nonverbal misinterpretation - Physical appearance (clothes etc.) - Proxemics (personal space) - Chronemics (time) - Kinesics (gestures) - Haptics (touch) - Oculesics (eye contact) - Vocalics/Paralanguage (voice) - Olfactics (smell)

18. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Language Basic Word Order SOURCE: Matthews, Polinsky, and Comrie (1996).

19. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): • Language Denotation VS Connotation Eg. Communism, Weight When you understand your audience, their language and the culture they are in, you can create effective work. (Even if it seems strange to others)

20. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication Conclusion To communication effectively, you should be aware of these barriers to intercultural communication. When you are aware of cultural differences, you will be able to create a better analysis. Be flexible and adaptable!

21. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Senses and PerceptionsSensation is the neurological process by which we become aware of our environment. Perception is when one is aware of something through senses

22. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing and Perception Nisbett (2003) has demonstrated that humans sense and perceive the world in ways unique to their environments.

23. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing and Perception

24. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensation

25. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Differences in the environment and culture affected sensation.

26. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch

27. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch • 25% of what we see will be processing in our brain: more than any other senses • 20% of what is available to be seen is lost or distorted in transit to the human brain. • On a dark night, you could even see a candle flame flickering up to 30 mi. (48 km) away. We see different things, memorise different things

28. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch • Has a workably conscious sound spectrum covering a range from 20 to 20,000 Hertz– roughly 10 octaves • Plus partly conscious “sensing” of higher and lower frequencies • Absolute threshold varies from person to person, changes with age, and is largely dependent on the frequency of the noise being perceived.

29. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Prolonged exposure to any sound reaching 80 decibels can cause hearing loss, but instantaneous hearing loss can occur at 120 decibels, which is the equivalent of sitting in front of speakers at a rock concert. At 140 decibels, the equivalent of a jet engine or a gunshot, hearing loss and actual pain can occur.

30. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch Everyone has a unique odor identity • Can differentiate among about 5,000 -10,000 different smells down to a threshold of stimulation of as little as 400 molecules of a substance. • Smell is a less reliable human sense. • Receptors are each encoded with a unique gene; if you lack a gene, then you lack the ability to detect that smell. • People often link smells to events from the past as a conditioned response • A woman's sense of smell is heightened during pregnancy

31. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch • Has about 10,000 differentiated taste sensations in relation to the basic sensations of bitter, salty, sour, and sweet. • “Umami” is best described as “savoriness” • 80% of what we experience as taste is actually smell

32. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch • Of all human senses, touch, especially as related to pain, temperature, and pressure, relates most directly to automatic, reflex-arcreactions. • Virtually all these sensations lead to responses initiated before the brain consciously begins to react. • There are approximately 5 million touch receptors in our skin-- 3000 in a finger tip

33. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Effect of Culture on Sensing Kitayama, Duffy, Kawamura, and Larsen (2003) Experiment European Americans The original stimulus The absolute task 9 inches Japanese 3 inches The relative task

34. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE PerceptionHuman perception is usually thought of as a three-step process of selection, organization, and interpretation. Each of these steps is affected by culture.

35. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Selection • Organization • Interpretation

36. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Selection We don’t consciously see any object unless we are paying direct, focused attention on that object. When we need something, have an interest in it, or want it, we are more likely to sense it out of competing stimuli.

37. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process: Selection

38. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Selection Japanese/English Difficulties with Speech sound -Vowel length:obasan aunt obaasan grandmother -Double consonants:shita did shitta new -Accent:kaki oyster kaki persimmon -Pitch:hashi bridge hashi chopsticks hashi edge of a table

39. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Organization Along with selecting stimuli from the environment, you must organize them in some meaningful way.

40. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process: Organisation

41. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Organization English red orange yellow green blue purple Shona cicena cipsuka citema cipsuka Bassa ziza hui

42. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Organization

43. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Interpretation This refers to attaching meaning to sense data and is synonymous with decoding.

44. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Interpretation

45. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Interpretation

46. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Interpretation

47. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Reference: Jandt, Fred E. An Introduction to Intercultural Communication: Identities in a Global Community. Thousand Oaks, CA: Sage, 2010. Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). http:// dx.doi.org/10.9707/2307-0919.1014