Understanding Audience for Mobile Application Campaign

1. 6 NM3420 AUDIENCE CONTEXT ANALYSIS DIMENSIONS OF CULTURE

2. PREVIOUSLY... Sampling Sensing and Perception Sensing Sampling methods • Sight • Hearing • Smell • Taste • Touch Person-to-person interview Telephone interview Mail-administered survey Methodologies Perception Selection Organization Interpretation Question Errors

3. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall Assignment 45% Select a Mobile Application ANALYSE Understand the Content Notice Know the Target Audience • Secondary ResearchAvailable information Understand Target Audience ANALYSE 2. Primary Research Sampling : (Conduct Interview) Apply to your media content Outline the campaign to raise awareness Create small introduction VDO for the campaign

4. Research overview Secondary Primary We learned how to analyze information • Using the available information • Using Reliable sources of information • Not to make up information • Analyze the demographic information We will learn how to • Look for the target’s behavior • Form related questions • Interview targets with an open-ended questions • Analyze the psychographic information

5. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Assignment 45% Presentation II : 15%: Individual + Submit Hard Copy 19th March Understand Target Audience ANALYSE 2. Primary Research Sampling : (Conduct Interview) • Pick your method • Pick your representatives (at least 3 in this case) • Taste and Preferences • Any hobby that relates to the nature of App? • Places you can reach them • What media? • What are their behaviors that might link to the function of your App? 3. Create a list of questions (For guideline only)Submit Next week 3% 4. Interview and Record your information You want to know

6. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Example The passionate board game players who frequently use smart phones and have experienced Dixit as a board game before ‘I want to create a campaign that will reach them!’ Ask Anything that you think might help you to create your campaign’

7. NM3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Example The passionate board game players who frequently use smart phones and have experienced Dixit as a board game before Questions (Relate to board game and smart phone topic!) General 1. Where do you buy your board games? 2. Where do you play your board games? 3. Who do you play with? 4. How often do you play? 5. What is your most favorite game? 6. When is the best time to play? ETC. • More Specific • Is it difficult to meet up with other players? • How do you manage to have the same free time? • Do you play any online board games? Where? • ETC.

8. Today Dimensions of culture Barriers to Intercultural Communication • Individualism • Masculinity • Power • Distance • Uncertainty • Avoidance • Anxiety • Assuming similarity instead of difference • Ethnocentrism • Stereotypes and prejudice • Nonverbal misinterpretation • Language

9. 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

10. 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.

11. 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?

12. 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’

13. 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.

14. 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.

15. 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.

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

17. 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

18. 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)

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

20. 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)

21. 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. (This will help you to form an effective campaign for your project) Be flexible and adaptable!

22. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE DIMENSIONS OF CULTURE

23. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Dimensions of Culture Geert Hofstede (1980): • Individualism • Masculinity • Power Distance • Uncertainty Avoidance • Loosely structured to tightly integrated. • How a culture’s dominant values are assertive or nurturing. • The distribution of influence within a culture. • A culture’s tolerance of ambiguity and acceptance of risk.

24. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Dimensions of Culture Individualism versus Collectivism This dimension refers to how people define themselves and their relationships with others.

25. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE CollectivismThe interest of the group prevails over the interest of the individual.People are integrated into strong, cohesive in-groups that continue throughout a lifetime to protect in exchange for unquestioning loyalty.In collectivist cultures, other groups are taken into account in a major way when goals are set. Individualism The interest of the individual prevails over the interests of the group. Ties between individual are loose. People look after themselves and their immediate families. One difference is reflected in who is taken into account when you set goals. In individualist cultures, goals are set with minimal consi-deration given to groups other than perhaps your immediate family.

26. Individualism Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 5.1, p. 215).

27. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Dimensions of Culture Masculinity versus Femininity Hofstede (1980) found that women’s social role varied less from culture to culture than men’s. He labeled as masculine cultures those that strive for maximal distinction between what women and men are expected to do.

28. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Femininity Those labeled as feminine cultures are those that permit more overlapping social roles for the sexes. Cultures that place high value on feminine traits: • Stress quality of life • Interpersonal • Relationships • Concern for the weak Masculinity Masculine cultures strive for maximal distinction between what women and men are expected to do. Cultures that place high values on masculine traits: • Stress assertiveness • Competition • Material success

29. Masculinity Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 6.3, p. 286).

30. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Dimensions of Culture Power Distance The way the culture deals with inequalities. Hofstede (1997) defines power distance as “the extent to which less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally”

31. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Low Power Distance In the low power distance workplace, subordinates expect to be consulted, and ideal bosses are democratic. In more democratic organizations, leaders are physically more accessible. High Power Distance Children are expected to be obedient toward parents versus being treated more or less as equals. People are expected to display respect for those of higher status. • Power is centralized. • There is a wide salary gap between the top and bottom of the organization.

32. Power Distance Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 3.1, p. 287).

33. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Dimensions of Culture Uncertainty Avoidance The extent to which people in a culture feel threatened by uncertain or unknown situation. Hofstede explains that this feeling is expressed through nervous stress and in a need for predictability or a need for written and unwritten rules (Hofstede, 1977). In these cultures, such situations are avoided by maintaining strict codes of behavior and a belief in absolute truths.

34. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Low Uncertainty Avoidance Cultures weak in uncertainty avoidance are contemplative, less aggressive, unemotional, relaxed, accepting of personal risks, and relatively tolerant. • No more rules than are necessary • Precision and punctuality have to be learned. High Uncertainty Avoidance Cultures strong in uncertainty avoidance are active, aggressive, emotional, compulsive, security seeking, and intolerant. • Need for rules, precision and punctuality

35. Uncertainty Avoidance Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 3.1, p. 287).

36. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Reference: Jandt, Fred E. An Introduction to Intercultural Communication: Identities in a Global Community. Thousand Oaks, CA: Sage, 2010.