6 NM 3420 AUDIENCE CONTEXT ANALYSIS DIMENSIONS OF

6 NM 3420 AUDIENCE CONTEXT ANALYSIS DIMENSIONS OF CULTURE PERCEPTION

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION Overall Assignment 65% Select a Radio Channel ANALYSE Know the Target Audience Understand the Content Notice 1. Secondary Research Available information ANALYSE 2. Primary Research Understand Target Audience Sampling : (Conduct Interview) How can you use the analysis information to develop your selected radio channel Apply to your media content

NM 3420 AUDIENCE CONTEXT ANALYSIS INTRODUCTION NEXT STEP Submit Full Report, 13 th October 2. Primary Research Sampling : (Conduct Interview) ANALYSE 1. Pick your method 2. Pick your representatives (at least 3 in this case) 3. Create a list of questions (For guideline only) You want to know Submit Today 5% 4. Interview and Record your information Understand Target Audience - Taste and Preferences - Any hobby that relates to the nature of Radio? - Common interest - What media? - What might have changed in their behaviour

PREVIOUSLY. . . Today. . 1. Effects to the audience Dimensions of culture 2. Segmentation and Targeting o. Individualism VS Collectivism o. Masculinity VS Femininity 3. History of audience 4. Culture and Context o. Power Distance o. Uncertainty Avoidance o Short-term and Long-term Orientation o Indulgence VS Restraint

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE DIMENSIONS OF CULTURE A systematic framework for assessing the differences between nations and cultures

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE "Culture is the collective programming of the mind that distinguishes the members of one group or category of people from others"

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Culture VS Audience Analysis - Anthropology: Tribe Culture, Ethnic Group Culture - Sociology: National Culture - Management: Organisational Culture - Others: Occupation, Genders, Generations, Social Classes

Culture as context for communication Elements of culture Dimensions of culture Hofstede (1994): 1. High context and Low context: Edward T. Hall (1976) 2. Six dimensions of culture: Hofstede (1980) 3. Five pattern variables Talcott Parsons and Edward Shils (1951) 4. Two-dimensional ordering Mary Douglas (1973) 5. Three standard analytic issues Levinson (1969) 1. Symbols 2. Rituals 3. Values 4. Heroes And so much more. . . .

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Dimensions of Culture Edward T. Hall Geert Hofstede

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Geert Hofstede (1980): o Individualism VS à Loosely structured to tightly integrated. Collectivism o Masculinity VS Femininity o Power Distance à How a culture’s dominant values are assertive or nurturing. Emotional roles à The distribution of influence within a culture.

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Geert Hofstede (1980): o Uncertainty Avoidance à A culture’s tolerance of ambiguity and acceptance of risk. o Long term VS Short term à Choices of focus for people’s Orientation o Indulgence VS Restraint efforts à Controlled human desires

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Each country has been positioned relative to other countries through a score on each dimension. http: //geert-hofstede. com/countries. html

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Individualism versus Collectivism This dimension refers to how people define themselves and their relationships with others.

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Individualism Collectivism The interest of the individual prevails over the interests of the group. The interest of the group prevails over the interest of the individual. Ties between individual are loose. People are integrated into strong, People look after themselves and cohesive in-groups that continue their immediate families. throughout a lifetime to protect in One difference is reflected in who exchange for unquestioning loyalty. is taken into account when you set goals. In individualist cultures, In collectivist cultures, other groups goals are set with minimal consideration given to groups other than are taken into account in a major perhaps your immediate family. way when goals are set.

Individualism Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 5. 1, p. 215). 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

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Individualism VS Collectivism

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture 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.

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture 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.

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Masculinity Femininity Masculine cultures strive for maximal distinction between what women and men are expected to do. Those labeled as feminine cultures are those that permit more overlapping social roles for the sexes. Cultures that place high values on masculine traits: Cultures that place high value on feminine traits: - Stress assertiveness - Competition - Material success - Stress quality of life Interpersonal Relationships Concern for the weak

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE

Masculinity Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 6. 3, p. 286). 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

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Masculinity VS Femininity

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture 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

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE 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.

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE

Power Distance Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 3. 1, p. 287). 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 NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture 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.

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Low High Uncertainty Avoidance Cultures weak in uncertainty avoidance are contemplative, less aggressive, unemotional, relaxed, accepting of personal risks, and relatively tolerant. Cultures strong in uncertainty avoidance are active, aggressive, emotional, compulsive, security seeking, and intolerant. - No more rules than are necessary - Precision and punctuality have to be learned. - Need for rules, precision and punctuality

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE

Uncertainty Avoidance Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 3. 1, p. 287). 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

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture 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. .

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE 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. Long-Term 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 NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Long-term Orientation : countries with a history of Confucianism scored near one pole which could be associated with hard work. Harmony Confucius (K’ung-Fu-tzu) 550 -478 B. C. E.

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Confucian perspectives “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. Confucius (K’ung-Fu-tzu) 550 -478 B. C. E.

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE

Long-term Orientation

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture 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

NM 3420 AUDIENCE CONTEXT ANALYSIS CULTURE 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