Cross-Cultural
Communication
Chapter 14
Public Relations:
A Values-Driven Approach
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Cultures ...
• defy precise definition.
• form around unifying characteristics,
including
» values;
» demographics; and
» psychographics.
• are larger than publics.
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Marketing professional Marlene Rossman says that
Cultural Characteristics Include ...
• attitudes about time.
• attitudes about formality.
• attitudes about individualism.
• attitudes about rank and hierarchy.
• attitudes about religion.
Copyright © Allyn & Bacon 2000
Marketing professional Marlene Rossman says that
Cultural Characteristics Include ...
• attitudes about taste and diet.
• attitudes about colors, numbers, and
symbols.
• attitudes about assimilation and
acculturation.
Copyright © Allyn & Bacon 2000
Cross-Cultural Communication...
• refers to exchanges of messages among
members of different cultures.
• is sometimes called “intercultural
communication.”
• suggests the hazards of crossing a border
into partially unknown territory.
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Dangers in Cross-Cultural
Communication
The Communication Model
Encoding
Source
Message
Decoding
Channel
Receiver
Feedback
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Dangers in Cross-Cultural
Communication
• Challenges to core values
• Gestures and clothing
• Stereotyping
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Successful Cross-Cultural
Communication: A Process
•
•
•
•
•
Sensitivity
Commitment
Research
Local assistance
Diversity
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Successful Cross-Cultural
Communication: A Process
• Testing
• Evaluation
• Advocacy
• Continuing education
Copyright © Allyn & Bacon 2000