dimensions of culture perception nm3420 audience context analysis 6

DIMENSIONS OF CULTURE

PERCEPTION

NM3420 AUDIENCE CONTEXT ANALYSIS

6

Overall Assignment 65%NM3420 AUDIENCE CONTEXT ANALYSIS

INTRODUCTION

Select a Radio Channel ANALYSE Understand the Content

Know the Target Audience Notice

Understand Target Audience

1. Secondary ResearchAvailable information

2. Primary ResearchSampling : (Conduct Interview)

ANALYSE

Apply to your media contentHow can you use the analysis information to develop your selected radio channel

NEXT STEPNM3420 AUDIENCE CONTEXT ANALYSIS

INTRODUCTION

Submit Full Report, 13th October

2. Primary ResearchSampling : (Conduct Interview)

Understand Target Audience

ANALYSE

1. Pick your method2. Pick your representatives

(at least 3 in this case)

3. Create a list of questions (For guideline only)

Submit Today 5%

4. Interview and Record your information

- Taste and Preferences- Any hobby that relates

to the nature of Radio?- Common interest- What media? - What might have

changed in their behaviour

You want to know

PREVIOUSLY...

1. Effects to the audience

2. Segmentation and Targeting

3. History of audience

4. Culture and Context

Today..........

Dimensions of culture

o Individualism VS Collectivism

o Masculinity VS Femininity

o Power Distance

o Uncertainty Avoidance

o Short-term and Long-term

Orientation

o Indulgence VS Restraint

DIMENSIONS OF CULTURE

NM3420 AUDIENCE CONTEXT ANALYSISCULTURE

A systematic framework for assessing the differences between nations and cultures


"Culture is the collective programming of the mind that distinguishes the members of one group or category of people from others"

- Anthropology: Tribe Culture, Ethnic Group Culture

- Sociology: National Culture

- Management: Organisational Culture

- Others: Occupation, Genders, Generations, Social Classes

Culture VS Audience Analysis


Culture as context for communication

Hofstede (1994):

1. Symbols

2. Rituals

3. Values

4. Heroes

Elements of culture Dimensions of culture

1. High context and Low context: Edward T. Hall (1976)

2. Six dimensions of culture:Hofstede (1980)

3. Five pattern variablesTalcott Parsons and Edward Shils (1951)

4. Two-dimensional ordering Mary Douglas (1973)

5. Three standard analytic issuesLevinson (1969)

And so much more........

Dimensions of Culture


Geert HofstedeEdward T. Hall

Geert Hofstede (1980):

o Individualism VS

Collectivism

o Masculinity VS

Femininity

o Power Distance

Six Dimensions of Culture


Loosely structured to tightly

integrated.

How a culture’s dominant values

are assertive or nurturing.

Emotional roles

The distribution of influence within

a culture.

Geert Hofstede (1980):

o Uncertainty Avoidance

o Long term VS Short term

Orientation

o Indulgence VS Restraint



A culture’s tolerance of ambiguity

and acceptance of risk.

Choices of focus for people’s

efforts

Controlled human desires

Each country has been positioned

relative to other countries

through a score on each dimension.



http://geert-hofstede.com/countries.html

Individualism versus Collectivism

This dimension refers to how people

define themselves and their relationships with

others.



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.

Collectivism

The 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.


1 United States 36 Malaysia

2 Australia 37 Hong Kong

3 Great Britain 38 Chile

4/5 Canada, The Netherlands 39/41 Thailand, Singapore, West Africa

6 New Zealand 42 El Salvador

7 Italy 43 South Korea

8 Belgium 44 Taiwan

9 Denmark 45 Peru

10/11 Sweden, France 46 Costa Rica

12 Ireland 47/48 Pakistan, Indonesia

13 Norway 49 Colombia

14 Switzerland 50 Venezuela

15 Germany 51 Panama

16 South Africa 52 Ecuador

17 Finland 53 Guatemala

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


Individualism VS Collectivism

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.





The assertive pole has been called 'masculine' and the modest, caring pole 'feminine'.

The women in feminine countries have the same modest, caring values as the men;

in the masculine countries they are somewhat assertive and competitive, but not as much as the men, so that these countries show a gap between men's values and women's values.

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


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

1 Japan 37/38 Spain, Peru

2 Austria 39 East Africa

3 Venezuela 40 El Salvador

4/5 Italy, Switzerland 41 South Korea

6 Mexico 42 Uruguay

7/8 Ireland, Jamaica 43 Guatemala

9/10 Great Britain, Germany 44 Thailand

11/12 Philippines, Colombia 45 Portugal

13/14 South Africa, Ecuador 46 Chile

15 United States 47 Finland

16 Australia 48/49 Yugoslavia, Costa Rica

17 New Zealand 50 Denmark

18/19 Greece, Hong Kong 51 The Netherlands

20/21 Argentina, India 52 Norway

22 Belgium 53 Sweden

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


Masculinity VS Femininity

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”



All societies are unequal, but some are more unequal than others


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.

1 Malaysia 35/36 Argentina, South Africa

2/3 Guatemala, Panama 37 Jamaica

4 Philippines 38 United States

5/6 Mexico, Venezuela 39 Canada

7 Arab countries 40 The Netherlands

8/9 Ecuador, Indonesia 41 Australia

10/11 India, West Africa 42/44 Costa Rica, Germany, Great Britain

12 Yugoslavia 45 Switzerland

13 Singapore 46 Finland

14 Brazil 47/48 Norway, Sweden

15/16 France, Hong Kong 49 Ireland

17 Colombia 50 New Zealand

18/19 El Salvador, Turkey 51 Denmark

20 Belgium 52 Israel

21/23 East Africa, Peru, Thailand 53 Austria

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

NM3420 AUDIENCE CONTEXT ANALYSISCULTUREPower Distance

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.

High Uncertainty Avoidance

Cultures strong in uncertainty avoidance are active, aggressive, emotional, compulsive, security seeking, and intolerant.

- Need for rules, precision and punctuality


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.

1 Greece 35 The Netherlands

2 Portugal 36 East Africa

3 Guatemala 37 Australia

4 Uruguay 38 Norway

5/6 Belgium, El Salvador 39/40 South Africa, New Zealand

7 Japan 41/42 Indonesia, Canada

8 Yugoslavia 43 United States

9 Peru 44 Philippines

10/15 France, Chile, Spain, 45 India

Costa Rica, Panama, Argentina 46 Malaysia

16/17 Turkey, South Korea 47/48 Great Britain, Ireland

18 Mexico 49/50 Hong Kong, Sweden

19 Israel 51 Denmark

20 Colombia 52 Jamaica

21/22 Venezuela, Brazil 53 Singapore

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

Uncertainty Avoidance

Long-Term VS Short-Term Orientation

Long term pole were perseverance, thrift, ordering relationships by

status, and having a sense of shame; values at the opposite, short

term pole were reciprocating social obligations, respect for

tradition, protecting one's 'face', and personal steadiness and

stability..



Long-Term


Short-term Orientation

Focusing on the present or past and considering them more important than the future.

- Care more about immediate accomplishment

- Careless about long-term fulfillment.

Focusing on the future and are willing to delay short-term material or social success

- Look over shot-term emotional gratification in order to prepare for the future.

Confucian perspectives on communication


Confucius (K’ung-Fu-tzu)550-478 B.C.E.

Harmony

Long-term Orientation : countries with a history of Confucianism scored near one pole which could be associated with hard work.

Confucian perspectives


Confucius (K’ung-Fu-tzu)550-478 B.C.E.

“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.

Long-term Orientation

Indulgence VS Restraint



It is known from literature on “happiness research”.

Indulgence stands for a society that allows relatively free gratification of basic and natural human desires related to enjoying life and having fun.

Restraint stands for a society that controls gratification of needs and regulates it by means of strict social norms.

Indulgence VS Restraint

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

dimensions of culture perception nm3420 audience context analysis 6

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