NM3413 Audience Analysis

1. 3 NM3413 Audience Analysis CULTURE AS CONTEXT FOR COMMUNICATION

2. OVERVIEW • Globalization • Definition of culture • Elements of culture • Western and Eastern perspectives of communication • High context vs Low context culture

3. NM3413AUDIENCE ANALYSIS CULTURE Globalization What the World Thinks SOURCE: Pew Research Center for the People and the Press, “What the World Thinks in 2002,” posted on the Pew Website: http://www.people-press.org.

4. NM3413AUDIENCE ANALYSIS CULTURE Culture definition Nineteenth Century In the 19th century, the term culture was commonly used as a synonym for Western civilization. Sir Edward B. Tylor (1871) popularized the idea that all societies pass through developmental stages, beginning with “savagery,” progressing to “barbarism,” and culminating in Western “civilization.”

5. NM3413AUDIENCE ANALYSIS CULTURE Culture definition Today’s definition • A community or population sufficiently large enough to be self-sustaining, that is, large enough to produce new generations of members without relying on outside people. • The totality of that group’s thought, experiences, and patterns of behavior and its concepts, values, and assumptions about life that guide behavior and how those evolve with contact with other cultures. • The process of social transmission of thoughts and behaviors from birth in the family and schools over the course of generations. • Members who consciously identify themselves with that group.

6. NM3413AUDIENCE ANALYSIS CULTURE Elements of culture Hofstede (1994) • Symbols • Rituals • Values • Heroes

7. NM3413AUDIENCE ANALYSIS CULTURE Elements of culture Hofstede (1994) • Symbols • Rituals • Values • Heroes  Verbal and nonverbal language

8. NM3413AUDIENCE ANALYSIS CULTURE Elements of culture Hofstede (1994) • Symbols • Rituals • Values • Heroes  The socially essential collective activities within a culture

9. NM3413AUDIENCE ANALYSIS CULTURE Elements of culture Hofstede (1994) • Symbols • Rituals • Values • Heroes The feelings not open for discussion within a culture about what is good or bad, beautiful or ugly, normal or abnormal, which are present in a majority of the members of a culture 

10. NM3413AUDIENCE ANALYSIS CULTURE Elements of culture Hofstede (1994) • Symbols • Rituals • Values • Heroes  The real or imagery people who serve as behavior models within a culture.

11. NM3413AUDIENCE ANALYSIS CULTURE Superstitions

12. NM3413AUDIENCE ANALYSIS CULTURE East VS West Confucian and Western perspectives on communication

13. NM3413AUDIENCE ANALYSIS CULTURE Western perspectives Noise CONTEXT CONTEXT Source Encoding Message Channel Decoding Receiver Receiver Response Feedback

14. NM3413AUDIENCE ANALYSIS CULTURE Confucian perspectives Harmony Confucius (K’ung-Fu-tzu) 550-478 B.C.E.

15. NM3413AUDIENCE ANALYSIS CULTURE Confucian perspectives Five relationships: • Ruler and Subjects (the relation of righteousness) • Husband and Wife (chaste conduct) • Father and Son (love) • Elder brother and Younger brother (order) • Friend and Friend (faithfulness)

16. NM3413AUDIENCE ANALYSIS CULTURE Confucian perspectives “To live in harmony with the universe and with your fellow man through proper behavior.” Confucianism emphasizes virtue, selflessness, duty, patriotism, hard work, and respect for hierarchy, both familial and societal. Confucius (K’ung-Fu-tzu) 550-478 B.C.E.

17. NM3413AUDIENCE ANALYSIS CULTURE Confucian effects on intercultural communication June Yum (1988): • Particularism • Role of intermediaries • Reciprocity • In-group/out group distinction • Overlap of personal and public relationships

18. NM3413AUDIENCE ANALYSIS CULTURE Confucian effects on intercultural communication June Yum (1988): • Particularism There is no universal pattern of rules governing relationships. There are no rules governing interaction with someone whose status is unknown.

19. NM3413AUDIENCE ANALYSIS CULTURE Confucian effects on intercultural communication June Yum (1988): 2. Role ofintermediaries Rituals should be followed in establishing relationships.

20. NM3413AUDIENCE ANALYSIS CULTURE Confucian effects on intercultural communication June Yum (1988): 3. Reciprocity Complementary obligations are the base of relationship. Gratitude and indebtedness are important parts of Chinese culture.

21. NM3413AUDIENCE ANALYSIS CULTURE Confucian effects on intercultural communication June Yum (1988): 4. In-group/out-group distinction In-group members engage in freer and deeper talk and may find it difficult to develop personal relationships with out-group members (Gao & Ting-Toomey, 1998). There can even be different language codes for in-group members.

22. NM3413AUDIENCE ANALYSIS CULTURE Confucian effects on intercultural communication June Yum (1988): 5. Overlap of personal and public relationships Business and pleasure are mixed. Frequent contacts lead to common experiences. This contrasts with Western patterns of keeping public and private lives separate.

23. NM3413AUDIENCE ANALYSIS CULTURE LOW CONTEXT HIGH CONTEXT vs culture

24. NM3413AUDIENCE ANALYSIS CULTURE High versus Low Context Level of Context, by culture

25. NM3413AUDIENCE ANALYSIS CULTURE High versus Low Context High-context cutures make greater distinction between the insiders and outsiders than low-context cultures do. People raised in high-context systems expect more of others than do the participants in low-context systems. When talking something they have on their minds, a high-context individual will expect his interlocutor to know what’s bothering him, so that he does not have to be specific. The result is that he will talk around and around the point, in effect putting all the pieces in place except the crucial one. Placing it properly – this keystone – is the role of his interlocutor. - E. T. Hall, Beyond Culture (1976, p. 98)

26. NM3413AUDIENCE ANALYSIS CULTURE We and They Father, Mother, and Me, Sister and Auntie say All the people like us are We, And everyone else is They. And They live over the sea While we live over the way, But – would you believe it? – They look upon We As only a sort of They! continued

27. NM3413AUDIENCE ANALYSIS CULTURE (continued) We eat pork and beef With cow-horn-handled knives. They who gobble Their rice off a leaf Are horrified out of Their lives; While They who live up a tree, Feast on grubs and clay, (Isn’t it scandalous?) look upon We As a simple disgusting They! We eat kitchenyfood. They drink milk and blood Under and open thatch. continued

28. NM3413AUDIENCE ANALYSIS CULTURE (continue) We have doctors to fee. They have wizards to pay. And (impudent healthen!) They look upon We As a quite impossible They! All good people agree, And all good people say, All nice people, like us, are We And everyone else is They: But if you cross over the sea, Instead of over the way, You may end by (think of it!) looking on We As only a sort of They! - Rudyard Kipling -

29. NM3413AUDIENCE ANALYSIS CULTURE Reference: Jandt, Fred E. An Introduction to Intercultural Communication: Identities in a Global Community. Thousand Oaks, CA: Sage, 2010.