跨文化交际culture

重点1 Definition of cultureCulture is the total accumulation of beliefs, customs, values, institutions and munication patterns that are shared, learned and passed through the generations in an identifiable group of people.重点2 Characteristics of culture(10) 1、Culture is sharedCulture is a system of shared values beliefs or patterns of behaviors held in a group ,organization or society.It is not property of any individual.2、culture is cumulativeHuman beliefs, arts etc. are results of many generations.Every generations can discover the new things.The new knowledge are added to what was learned in previous generations.3、culture is learnedCulture is not inherent with any people.Culture can not be genetically and automatically passed down from previous generations.And it should be taught and learned by people.4、culture is adaptiveCulture is created by humans. Humans have to adapt the environment . thus is in development bears the trait of being adaptive5、culture is dynamicAt the same time that new culture are added, and the old ones are lost because they are no longer useful.6、culture is symbolicSymbols generally serve as municative tools for a multitude purposes, on a persons as well as culture level.7 、culture is relationalCulture is an organic whole. All the ponents of culture are interlinked.8 、culture is implicit and e*plicitSome layers culture are easy to be observe, like eating ,dressing, talking. But the ideas underlying the behaviors are generally hard to know. Many scholars label the culture as iceberg.9、 culture is universal10 、culture is diversified重点3 Hall，s dimensionsHigh conte*tHigh-conte*t munication relies heavily on nonverbal, conte*tual and shared cultural meanings.The meanings are not fully e*pressed.Meanings are determined by 〞 things are said , rather than 〞 is said.日本欧洲东部和南部阿拉伯CollectivismLow conte*tVerbal codes rather than the information impliesClear straight and to-the-point munication美国德国斯堪的纳维亚IndividualismMonochromic cultureDo one thing at one time, Concentrate on the job, take time seriously, low-conte*t and need information, mit to the job, religiously to the plans, not disturbing others, seldom borrow or lend things, emphasize promptnessPolychromic cultureDo many things at once, subject to interruptions, consider time mitments an objective to be achieved, high-conte*t and already have information. Change plans often. Emphasize the relationships.重点4 Triandis，s individualism & collectivismIndividualismFosters independence and individual achievement,Promotes self-e*pression ,personal choice, individual thinkingAssociated with egalitarian relationships and fle*ibility in rolesUnderstand the physical world as knowable apart of human lifeCollectivismInterdependence and group successPromotes adherence to normsAssociated with stable, hierarchical rolesShared property, group ownership重点5 Elements of municationSource (sender)EncodingMessageMedium(channel)ReceiverDecodingResponseFeedback重点6 Grice，s cooperative principle Quantity ma*imMake your contribute as informative as is required for the current purpose of e*change.Do not make your contribution more information than isrequired.〔量的准则——话语提供充分而不多余的信息〕Quality ma*imMake your contribution is ture〔质的准则——话语的容是真正的〕Relation ma*imBe relevant〔关系准则——话语与话题有关，即与所要实现的意图有关〕Manner ma*imBe perspicuousAvoid obscurity of e*pressionAvoid ambiguityDe brief and orderly(方式准则——说话要清晰明白、简洁而有条理)重点7 Brown & levinson’s face theoryFace is something that is emotionally invested, can be lost, maintained, or enhanced, and must be often attended to in municationPeople cooperate while maintaining face in interaction. Face theory : face threatening acts (FTAs)Politeness strategiesPoliteness 子威胁行为威胁行为strategies: bald on-record不使用补救措施赤裸裸的公开实行面off-record indirect strategy 非公开的实行面子negative politeness 消极礼貌策略Positive politeness 积极礼貌策略Face: negative facePositive face重点8 Thought patternsField dependence场依存性Holistic thinking eastern peoplePerspective of the whole, all the relevant parts take into account.Easily influence by othersField independence场独立性Analytic thinking western peopleDivinding the whole into parts to analyze the features or relations between the partsHardly influence by othersEastern: field-dependence, holistic thinking, high-conte*t Western: field-independence, analytic thinking, low-conte*t 重点9 Phases of negotiationPreparation 准备Non-task sounding 非任务测探Task-oriented e*changePersuasion 劝说ConcessionConclusion重点10 ponents of a brandBrand name 品牌名称〔产品〕Brand mark 品牌标志〔产品〕Trade name 商号〔公司名字〕Trade mark 品牌商标重点11 SWOT analysisStrengthsWeaknessesOpportunitiesThreats重点12 Intercultural advertising strategiesStandardization strategyConvey and e*tend the same advertising message to different markets and culturesKey point:Deal with the different markets using the same massageE*ample:MarlboroPhilips优点： reinforce the corporate imageSaving energyBe convenient to manage pared with several ads缺点: unlikely to be adaptive without change to all foreigncultureResult in misunderstanding or conflict even ruin a businessLocalization strategyStresses the specialties of the local market and adaptation to the local market environment重点13 Three meaning layers of adsthe surface meaningthe intended meaningthe cultural meaning。

Kluckhohn and Strodtbeck’s Hofstede’s Dimensions Edward T Hall’s
Value Orientation
of Cultural Variability
Context - Culture Theory
Human Nature Man-nature
(10 mins)
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17
2. Model by G. Hofstede (1984)
▪ Hofstede’s work was one of the earliest attempts to use extensive statistical data to examine cultural values.
rules and guideposts)
.
6
Why is one culture different from
another?
More deeply
▪ World view (religion)
- Spiritual and psychological needs of people (life and death, creation of universe, relationship between humans and nature)
1) = Human nature orientation 人性取向
2) = Man-nature orientation 人天取向
3) = Time orientation
时间取向
4) = Activity orientation
行为取向
5) = Social orientation
. 人际取向

❖ Anthropologists most commonly use the term "culture" to refer to the universal human capacity to classify, codify（[‘kɔdifai] 把(法律)编成法典） and communicate their experiences symbolically.
❖ 2.1 From the perspective of sociology
❖ "The total, generally organized way of life, including values, norms, institutions, and artifacts, that is passed on from generation to generation by learning alone"
❖
-- Dictionary of Modern Sociology
❖ "Culture stems from the development and transmission of human belief in symbols”. "The language system is a series of symbols used to transmit cultural beliefs among members of a society“. "Messages about cultural expectations can be found in the media, government, religious institutions, educational systems, and the like.”

A culture is a way of life of a group of people--the behaviors, beliefs, values, and symbols that they accept, generally without thinking about them, and that are passed along by communication and imitation from one generation to the next.
Culture is the sum of total of the learned behavior of a group of people that are generally considered to be the tradition of that people and are transmitted from generation to generation.
Figure 1. Manifestation of Culture at Different Levels of Depth
LAYERS OF CULTURE
The national level The regional level The gender level The generation level The social class level _A The social class level _B
Lecture Two
Culture and Communication
What is Culture?
Warm-up Question:
Give your own definition of culture, and write it down.