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Global strategic communication

Explore the intersection of culture, media, activism, and political economy in today's global landscape. Analyze social media campaigns, examine cultural differences in communication, and delve into Hofstede's cultural dimensions. Understand the role of traditional media and the dynamics of activism influenced by societal and historical factors.

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Global strategic communication

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Presentation Transcript

  1. Global strategic communication Media, activism, and culture

  2. Plan for today • Global variables in strategic communication I (culture, media, activism, political economy)

  3. Activity: 20 min • Go to twitter and search for #WhyIStayed • Analyze the last 50 tweets and determine how users discuss domestic abuse • Are there any cultural differences in the way users communicate?

  4. Culture • Social media campaigns focus around ISSUES/INTERESTS that cross geographical boundaries • Online communication + culture social construction of an issue  the definition of the issue incorporates cultural perspectives • Should we still take into account cultural differences? How?

  5. Public segmentation no longer enough • Intersectionality  socio-psychological approach • Deloitte (2013) inclusion = 1. fairness and respect and 2) value and belonging. • self-reflexivity + active listening • John Oliver companies on Twitter

  6. Hofstede cultural dimensions • Collectivism vs. individualism • Long-term orientation vs. short-term orientation • High vs. low male dominance • High vs. low uncertainty avoidance • High vs. low power distance • Indulgence vs. restraint • Country Comparison

  7. Hofstede’s cultural dimensions • 100% reliable or not?

  8. Traditional Media • Authoritarian approach (The state views media as its instrument at all times.) • Libertarian approach (The media are free from any form of control.) • Social responsibility approach (Media are free but should observe professional norms) • Ownership (private; owned by political parties; funded by the government through license fees)

  9. Activism • High vs. low • Societal, economic, and historical factors determine the level of activism within a country

  10. Wrap up • Culture, media, activism and strategic communication • Next class: political economy and strategic communication

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