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Intercultural Market Communication
Week 36
Fall 2010
Bedlinen only 9.99
this week …
What is he talking
about
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Practical
• Who am I?
• Who are you? Photos
• What is Intercultural Market Communication all about?
• Exam
• In English, please
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Today
• Course introduction
• Lecturer’s presentation, discussions
• Please read: M&M, ch. 1; U&L ch. 3
• Group work based on questions 1, 2 and 3 in M&M
• Presentation of Assignment 1
• Academic Writing – presentation and discussion
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What is culture?
• Culture theory
• Sociolinguistics
• Anthropologists – Alfred L. Kroeber and Clyde Kluckhohn
• Social semiotics
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Functionalist vs. interpretivist
• From Hofstede and Hall to Geertz
• From predictive patterns of thinking and behaving to the complexity of overlapping, changeable small cultures
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Functionalist
• Hofstede - dimensions
• Hall - context and time
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Geert Hofstede’s 5 dimensions
"Culture is more often a source of conflict than of synergy.
Cultural differences are a nuisance at best and often a disaster." - Dr. Geert Hofstede
http://www.geert-hofstede.com/
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Exercise:
• What does it mean to be Danish?
• Please give me examples of a painting, a photograph, a person, a thing, a text, a song or piece of music, a poem, a dish, a place, an occation
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Edward Hall: Context (high/low) ... High context culture Low context culture
Overtness of messages Many covert and implicit messages, with use of metaphor and reading between the lines
Many overt and explicit messages that are simple and clear. Overtness of messages
Locus of control and attribution for failure
Inner locus of control and personal acceptance of failure
Outer locus of control and blame of others for failure
Use of non-verbal communication
Much nonverbal communication More focus on verbal communication than body language
Expression of reaction Reserved, inward reactions Visible, external, outward reaction
Cohesion and separation of groups
Strong diistinction between ingroup and outgroup. Strong sense of family
Flexible and open grouping patterns, changing as needed
People bonds Strong people bonds with affiliation to family and community
Fragile bonds between people with little sense of loyalty
Level of commitment to relationships
High commitment to long-term relationships. Relationship more important than task
Low commitment to relationship. Task more important than relationships
Flexibility of time Time is open and flexible. Process is more important than product
Time is highly organized. Product is more important than process
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Edward Hall: ... and timeMonochronic Culture Polychronic Culture
Interpersonal Relations Interpersonal relations are subordinate to present schedule
Present schedule is subordinate to interpersonal relations
Activity Co-ordination Schedule co-ordinates activity; appointment time is rigid
Interpersonal relations co- ordinate activity; appointment time is flexible
Task Handling One task at a time Many tasks are handled simultaneously
Breaks and Personal Time Breaks and personal time are sacrosanct regardless of personal ties
Breaks and personal time are subordinate to personal ties
Temporal Structure Time is inflexible; time is tangible
Time is flexible; time is fluid
Work/personal time separability Work time is clearly separable from personal time
Work time is not clearly separable from personal time
Organizational Perception Activities are isolated from organization as a whole; tasks are measured by output in time (activity per hour or minute)
Activitiesare integrated into organization as a whole; tasks are measured as part of overall organizational goal
(Adapted from http://stephan.dahl.at/research/online-publications/intercultural-research/halls-classic-patterns/)
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Criticism
• Other identity factors than culture (as nationality): Age, gender, race, religion, family patterns, education, occupation.
• Various identities at home, at work, over time, etc.
• Ethnocentrism• Determinism• Stereotyping
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Interpretive
• Clifford Geertz – webs of significance – thick description
• Victor Turner
• Etic/emic – Kenneth Pike
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Clifford Geertz
• Webs of significance
• Thick description - Geertz’ Balinese cockfight example - almost like being there
Geertz: "Believing, with Max Weber, that man is an animal suspended in webs of significance he himslef has spun, I take cultures to be those webs, and the analysis of it to be therefore not an experimental science in search of law but an interpretive one in search of meaning."(1973)
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Criticism
• Utility - degree of usefulness
• Relativism
• Idealism
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Group work
• Main differences between approaches?
• Define web of significance. How does it relate to intercultural communication?
• What is national identity?
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Assignment 1
1. Take a close look at Arla’s international website www.arla.com to see in which countries Arla operates. Then identify some of the intercultural communication challenges that Arla faces operating in a globalised world. Please, discuss.
2. How should Arla deal with the intercultural communication challenges that you have identified above? Please, discuss.
3. What could other companies learn from Arla about operating across cultures?
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Assignment 1 continued
Practical stuff when working on this assignment:
1. Check spelling and grammar
2. Answer all questions
3. Provide notes when you quote, paraphrase and refer to someone else’s words and opinions
4. Find facts, articles, etc. to support your case
5. Search for information on the internet, in other works of literature, etc. (remember references)
6. Use meta-language – tell what you’re doing and why
7. Be cohesive – demonstrate a logical flow
8. Demonstrate that you understand relevant theoretical issues and that you can use them in your argumentation
9. Everything is up for discussion, so please discuss
10. Remember this is an academic paper
11. Deadline: Session 3 – 23 September
12. Write no more than 10 pages per group (the final exam will be up to 6 pages per person)
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A
Group 1:•Astrid Hedermann Pedersen•Katrine Bæk Larsen•Eva Bøge Josefsen•Mette Bruun Sørensen•Janni Ank Mertz
Group 2:•Steffen Berg Jensen•Christina Nielsen•Maren Bork Villadsen•Mariann Daugaard•Mads Boye Holst
Group 3:•Pia Bloch Mikkelsen•Ragnheidur Georgsdottir•Jeanette Kjær Olsen•Julie Veggerby Jensen•Janne Hougaard Rasmussen
Group 4:•Mads Steen Hebbelstrup•Patrick Hoban•Ellen Kraaijenzank•Fawzie El-Fil•Trine Moesgaard Thomsen
Group 5:•Christina Thomsen•Sanne Skov Iversen•Trine Nielsen•Hanne Kragh•Anastasia F. X. Hjorth
Group 6:•Lise Anna Kløcker Grove•Anne Sofie Weiersøe Skovholm•Kathrine Ærthøj Kanne Pedersen•Kristian Skriver Jensen•Martin Norup Thomsen
Group 7:•Kathrine Frost Eriksen•Jesper Skov Christensen•Anja Rank Jensen•Christina Kirk Kjærsgaard
Group 8:•Janni Lanzky Jensen•Anja Hansen Støvring •Stine Bundgaard Jensen•Maia Haferbier
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B
Group 1:•Anne Katrine Stouby•Anders Kilgast Jensen•Søren Kronborg•Janicell Karina Rasmussen•Maja Repic
Group 2:•Thomas Maegaard-Nielsen•Simon Ulrik Jeppesen•Stine Smedstrup Mortensen•Sacha Vernstrøm Prosberg•Sandra Schnoor
Group 3:•Tine Nørgaard Winther•Trine Kristensen•Maria Thomsen•Stine Møgelvang Mogensen•Camilla Størup Ugilt
Group 4:•Kasper Miki Laursen•Ida Wøjcik-Jonasson•Lars Jørgensen•Gitte Adamsen•Jessica Støvring
Group 5:•Maria Nørgaard Lundsgaard•Anita Bjørn Kristoffersen•Emir Catak•Christian Ohm Nørgaard•Mads Skov Mathiesen
Group 6:•Tina Buhelt Olesen•Andreas Brogaard Christensen•Jonas Rusborg Frederiksen•Anna Skovgaard Pedersen•Line Geltzer Johansen
Group 7:•Katrine Engberg Holm•Lene Filtenborg Buhl•Mia Darschana Hansen•Ianne Jill Griffin
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Useful academic writing sites:• For resources in various academic fields:
http://owl.english.purdue.edu/owl/section/1/2/
• Essay writing:http://www.victoria.ac.nz/st_services/slss/studyhub/assignment/Essay%20Writing%20Process.pdf
• Using English for Academic Purposes - A Guide for Students in Higher Education - Academic Writing: http://www.uefap.com/writing/writfram.htm
• How to develop arguments, counterarguments, etc. in academic writing:http://www.unc.edu/depts/wcweb/handouts/argument.html
(All sites last visited on 26 August 2010, Elisabeth Houe Thomsen)
Furthermore, you may find inspiration in the Danish book: “Den gode opgave”, Lotte Rienecker, Stray Jørgensen, Forlaget Samfundslitteratur
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Text to prepare for next week
• http://www.unicef.org/maternalhealth/
• Identify the discourses and rhetorical strategies used in the text