Download - PR в условиях культурной специфичности
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Diverse Groups: Successful Strategies in Multicultural PR
PR в условиях культурнойспецифичности
Richard Linning
Дни PR и маркетинга на Юге 2013
5 июня 2013
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Monument to MulticulturalismToronto, Canada
Buffalo City, South Africa – Changchun, China Sarajevo, Bosnia – Sydney, Australia
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Multiculturalism
• descriptive
– cultural diversity
• normative
– ideologies or policies that promote this diversity
• multiculturalism is a society “at ease with the rich tapestry of human life and the desire amongst people to express their own identity in the manner they see fit”
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Melting Pot or Salad Bowl?
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Seeking protection for their "brand“
Accessories for Land Rover – barefoot trainer technology – Louis Vuitton’s line of beach towels, hats, scarves and duffle bags
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Washington Redskins
Native Americans consider the ‘R-word’ a racial, derogatory slur, akin to the ‘N-word’ among African Americans or the ‘W-word’ among Latinos.
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Ethiopian Fine Coffee
Trademark registration of top three Ethiopian fine coffees - Harar, Yirgacheffe and Sidamo
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Melting Pot or Salad Bowl?
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Pew Internet & American Life Project 2013
• Teens dislike Facebook– constraints through an increasing adult presence, – high-pressure or otherwise negative social interactions (“drama”)– feeling overwhelmed by others who share too much.
• Female (age 19)– “Yeah, we go on Twitter and Instagram cos my mom doesn't have that.” Female (age 15)– “If you are on Facebook, you see a lot of drama.”Female (age 14)
"Facebook can be fun, but also it's drama central”. Male (age 18)
“It’s where people post unnecessary pictures and they say unnecessary things”
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My perspective
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Targeting YOU!
• Your online activity
– Monitored
– Captured
– Aggregated
– Analysed
– Employed• searches
• cookies
• pricing
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Intercultural communication
• We communicate as we do because we are raised in a particular culture and learn its language, rules, and norms. Different cultures (and subcultures) may have different rules and norms.
• cultural level– the other's culture, its dominant values and norms
• sociocultural– the other's group membership, or the groups to which they seek to
belong
• psychocultural– data. the individual's characteristics, most relevant to communication
with friends.• Gudykunst &Kim, "Communicating With Strangers: An Approach to
Intercultural Communication," in Bridges Not Walls New York: McGraw-Hill, 1995
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Six to avoid
• Ethnocentricity – because English is widely spoken, do not expect everyone to understand
spoken or written English.
• Jargon and Slang – even regional cultures within a larger culture, develop unique sets of jargon
and slang.
• Personal Space – different cultures can take significantly different approaches to personal space
• Stereotypes – put stereotypes and assumptions aside.
• Eye Contact– direct eye contact may symbolise respect in Western cultures, other cultures
view it differently
• Time– different cultures have markedly different approaches to time keeping
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Would you ... ?
• Use the same approach world-wide • Consider traditional knowledge and practices as
‘backward’• Let cultural differences become a source of
conflict• Ignore culturally-dependent enabling and
counteracting forces • Fail to take language barriers into account.
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A Challenge
• With 180,497 competing brands what does it take to stand out from the crowd?
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