ibahrine chapter 3 value culture
TRANSCRIPT
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Chapter 3
Values and Culture
American University of Sharjah College of Arts and Sciences
Department of Mass CommunicationDr. Ibahrine
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Define the key terms value and culture
Explain the importance of the value in global marketing and advertising
Chapter 1 Objectives
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In-class exercise
Make a list of three of your own values
Compare them with lists of classmates
Do the majority of the class share the same values?
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Socialization
The social Processes through which children develop an awareness of social norms and values and achieve a distinct sense of self
Socialization continues throughout life
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The Value Concept
According to Rokeach (1973) a value is
‘an enduring belief that one mode of conduct or end-state of existence is preferable to an opposing mode of conduct or end-state of existence’
(The Nature of Huuman Value, 5.)
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The value Concept
Value system is a ‘learned orrganisation of principles and rules to help one choose between alterbnatives, resolve conflicts, and make decisions’
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The value Concept
Preferences can lead to action
When expressed in an abstract way, preferences seem to be universal
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The value Concept
Value priorities vary
In a value system values are ordered in priority with respect to other values
Priority of values
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The value Concept
Dinstinguish between values of
Individuals and collectivesMacro- and micro-level values (layer of culture)
Fact or value orientations
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Values Are Enduring Values are learned at early age, unconsciously
Our value system works as an automatic pilot
Macro-level (cultural) values are stable
Change is in the expressions of cultural values
Value differences of young people are similar to differences of average populations
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The Value Paradox: the desirable and the desired
There are two opposing aspects to values:
1. The desirable: What people think ought to be desired
2.The desired: what people actually desire
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The Value Paradox: the desirable and the desired
1. The desirable: refers to the general norms of a society and is worded in terms of right or wrong, in absolute terms
2. The desired: is what we want, what we consider important for ourselves
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The Value Paradox: the desirable and the desired
The desirable
The norm, what oughtWords
Approval, disapprovalWhat is good, right
For people in generalIdeology
The desired
What people want for themselvesDeedsChoice
Attractive, preferredFor me and for youPragmatism
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Culture DefinedLearned and shared ways of doing things
and solving problems in a society (national culture) or in a
company (company culture)
The glue that binds people together
If there are no shared ways of doing things it is difficult to live or work together
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Culture DefinedCulture …
is particular way of life which expresses certain meanings and values not only in art and learning, but also in institutions and ordinary behavior (Williams, 1965)
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Culture Defined The anthologist Clifford Geertz views culture as
‘a set of control mechanism – plans, recipes rules, instructions for the governing of the body’
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Culture Defined We are individuals under the guidance of cultural patterns, historically created systems of meaning
Advertising reflects these wider systems of meaning
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Creative Meaning
What is meaning?
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Definition of Meaning
Meaning can be thought of as the perceptions (thoughts) and affective reactions (feelings) that are evoked within a person when presented with a sign in a particular context
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Creative Meaning
Semiotics, broadly speaking, is the study of signs and the analysis of meaning-producing events
The important point of emphasis is that the semiotics perspective sees meaning as a constructive process
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Creative Meaning
Meaning is determined both byThe message source's choice of communication elements
The receiver's unique social-cultural background
Mind-set at the time he or she is exposed to a message
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Creative Meaning
Meaning is not thrust upon consumers rather, consumers are actively involved in constructing meaning from advertising messages
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Creative Meaning
The fundamental concept in semiotics is the sign, the noun counterpart to the verb signify
Formally, a sign is something physical and perceivable that signifies something (the referent) to somebody (the interpreter) in some context
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Acculturation Defined
Cultural values are not outside but inside the minds of people, part of their identity
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Cultural Universals
- Manifestations of the total way of life of a group of people.
This includes elements such as body adornments, courtship, etiquette, family gestures, joking, mealtimes, music, personal names, status differentiation, and trade.
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Cultural UniversalsUniversals formulated in abstract terms:
happiness, loveWhat makes people happy varies
Universal need = to be healthy, but how people relate to their health varies: active sports, fitness vs purity in food or use of medication
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Cultural UniversalsUniversals formulated in abstract
terms:BUT In marketing and advertising , we
express values and motives in a concrete way
The most universality disappears
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Selective Perception• What people see is a function of what they have
learned to see in the course of growing up• Perceptual patterns are learned and culturally
determined• You see what you want to see • You do not see what you can not see because it
does not fit with your experience, your prior learning
• We perceive what we expect to perceive
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Selective PerceptionConsumers are increasingly selective in an
age of communication overload
Culture reinforces this selective process Messages that don’t fit one’s perceptual
pattern are ignored.
We perceive ads in light of our cultural map
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Stereotyping Mental placement of people in categories Stereotypes can be functional or dysfunction Functional
When we accept it as a natural process to guide our expectations
Dysfunctional When we used to judge individuals incorrectly, seeing
them only as part of group
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Stereotyping Stereotypes are in the eye of the beholder’s culture
They are relative
Advertising depends on the use of effective stereotypes because it must attract attention and create instant recognition
Advertsiing simplifies reality and thus has to use stereotypes
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Stereotyping
Advertising messages are generally short and if audiences do not immmediatle recognize what th emessage is about, it is lost
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Spain: stereotype of non-existent German sense of humor
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Culture as an onion
SymbolsHeroes
Rituals
ValuesExpressions
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Expressions of culture
• Symbols are words, gestures, pictiures or objects that carry a patrticular meaning recognized only by those who share a culture
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Expressions of culture
• Heroes are persons alive or dead, real or imaginary who possess characteriscs that rae highly prized in a society and who thus serve as role models for behaviors
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Expressions of culture
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Expressions of culture
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Expressions of culture
• Rituals are the collective activities considered socially essential within a culture
• They are carried out for their own sake
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Expressions of culture
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Expressions of culture
• Values are enduring beliefs that one mode of conduct or end-state of existence is preferable to an opposing mode of conduct or end-state of existence
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Expressions of culture
• At the core of culture lie value
• Values do not translate easily becaue words expressing values have abstract meaning
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Expressions of culture
• This explains the difficulty of translating advertising copy into languages other than the one in which it is initially conceived
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Creating Ads forGlobal Markets
Campaign Transferability Debate
Too expensive to createa unique campaignfor every nation
Success requires creatinga unique campaign
for each marketor
Translating Copy
Translator must be aneffective copywriter
Translator mustunderstand the product
Translate from learned language into native language
Advertisers should provideeasy-to-translate copy
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Korean Air site in two languages
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Expressions of culture
• Signs
• Symbols
• Body language
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Expressions of culture
• Sign Is the fundamental concept in
semiotics, the noun counterpart to the verb signify
Marketing communications in all its various forms uses signs in the creation of messages
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Expressions of culture
• Sign Formally, a sign is something physical
and perceivable that signifies something (the referent) to somebody (the interpreter) in some context
Smoke is an index of fire Index is a sign with a direct existential
connection with its object
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Expressions of culture
• Symbols• Is a sign whose connection with its
object is a matter of convention, agreement or rule on meaning
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Expressions of culture
• Body language• Kinetic• Proxemics• Haptics
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Semiotics
Semiotics, broadly speaking, is the study of signs and the analysis of meaning-producing events
The important point of emphasis is that the semiotics perspective sees meaning as a constructive process
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Gestures
Hungary
US
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Signs and symbols
Cambodia
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Brands are symbols
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Imagery
• Imagery is the use of pictures, metaphors as a way to convey meaning
• Imagery is based on pictorial conventions
• Selection of style, point of view of picture driven by cultural learning of the maker
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Imagery
• Audiences use their learned pictorial skills in their response
• Different preferences for pictures, words, use of metaphors
• A metaphor often can only be understood in the culture it refers to
• The direction of viewing varies (left to right or right to left)
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Metaphors
Please open Textbook to read from page 57
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Imagery
• Metaphor represent cultural artifacts
• They often can only be understood in the culture it refers to
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Music
• Music is another aspect of culture
• Friedrich Nietzsche once said, "Without music life would be a mistake." … "Music, the Universal language“
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Thinking patterns, intellectual styles, language
• Digital thinking & decision making, logic• Argumentation• Duality: concrete vs abstract, new vs old• Learning• Language
Much of English language advertising in other countries is not understood
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Thinking patterns, intellectual styles, language
• Japanese are inclined toward the analog
• They lack the Chinese dynamics of the Yin-Yan• The Japanese are holistic • The Japanese the Kimochi, • Feeling has to be right logic is cold
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Thinking patterns, intellectual styles, language
• Marieke de Mooij said:
• The Saudis seem to be intuitive in approach and avoid persuasion based primarily on empirical reasoning
(p, 58)
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language Language
Is described as the mirror of culture and is multidimensional by nature.
Include both verbal and nonverbal communication.
Aids information gathering and evaluation efforts. Provides access to local society. Is important for company communication. Allows for interpretation of context.
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Comparing cultures
• There are two approaches to compare cultures from the Emic or the etic point of view
• Etic = the general• Emic = the specific
• Comparing nations Differences within nations are smaller than
differences across nations
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The visible and invisible parts of culture
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Layers of culture
Individual behaviour/ decision maker
Company culture
Business/industry culture
National culture
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Language in global marketing
Language is important in information gathering and evaluation efforts
Language provides access to local society
Language capability is important to company communications
Language enables the interpretation of context
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Acculturation Defined
Acculturation - Adjusting and adapting to a specific culture other than one’s own
It is one of the keys to success in international operations
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Cultural Analysis
Ethnocentricism
The belief that one’s own culture is superior to others
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Sensuality and touch culture in Saudi Arabian versus European
advertising
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Three Dimensions of Culture
IDEAS NORMS MATERIAL CULTURE
McDonaldsMcDonaldsUSAUSA
McDonaldsMcDonaldsSaudi ArabiaSaudi Arabia
“When we go out to eat, which of us wants to go through the cumbersome process of trying to insert the food into our mouths by lifting the veil a crack, smearing ketchup
and sauce over our clothes and faces? We appreciate our own eating sections, which most restaurants have, not just McDonald's, because we can be comfortable there without men
glimpsing our faces.” -- Susan Aykurt, Woman Living in Saudi Arabia
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For discussion (1)
Because English is the world language of business is it necessary for UK managers to learn a foreign language?
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For discussion (2)
Do you think that cultural differences between nations are more or less important than cultural variations within nations? Under what circumstances is each important?
Identify some constraints in marketing to a traditional Muslim society.
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For discussion (3)
What layers of culture have the strongest influence on business people’s behavior?
The focus of this chapter has been the influence of culture on marketing. What is the influence of marketing on culture?
What role does the self-reference criterion play in international business ethics?
How do the roles of women in different cultures affect women’s behaviour as consumers and as business people?
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Assignments
Write down your own stereotypes of people from five other countries and how you derived them
Do you have any stereotypical ideas about advertising from different countries?
Requires web access
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Assignments
Think of some words in your own language that you have found difficult to translate to another language and analyze why
Collect ads from your own country in which you can recognize metaphors typical of your own country.
Requires web access