Chapter 13 Final Exam APR241

total-market approach

a strategic approach that combines insights and considerations from diverse segments to deliver integrated, culturally nuanced campaigns

Ethnocentrism

the tendency to judge people from another culture by the standards of one's own culture, which one considers superior to others

Culture

A shared system of beliefs, values, customs, and so on that guides behavior of a particular group or public

intercultural public relations

management of relationships between organizations and publics of different cultures

low context communication

exchanges in which most of the meaning of messages is stated explicitly in the messages and requires little understanding of context

high context communication

exchanges in which most of the meaning conveyed between people lies in the context of the communication or is internal to the communicators

low-context cultures

A culture that relies on more explicit, direct communication, like America, Switzerland, Germany, and Scandinavia

Cultural Dimensions

Power distance, individualism-collectivism, uncertainty avoidance, masculinity-femininity, long-term orientation

High-context culture

A culture that communicates more implicitly and relies on more nonverbal cues, like Africa, Asia, Middle East, and Latin America.

Cultural intelligence

Ability to adapt, communicate and interact effectively across cultures by learning and applying cognitive, emotional, and behavioral skills

Head (Cognitive)

think about what you hope to achieve, learn from your experiences when you encounter something new in a different culture, use those experiences to inform future actions and communication, plan ahead for introductions to new people

body (physical)

Physical actions such as body motions, eye contact and gestures are a huge part of intercultural communication

Heart (emotional/motivational)

the more experience we have in intercultural interaction, the more confidence we build in our ability to learn and adapt

self-efficacy

One's belief that he or she can perform certain behaviors to achieve certain outcomes

International public relations

management of relationships between organizations and publics of different nations

Environmental Variables

politics, economy (digital divide), media (usage divide)

digital divide

gap between those people with relatively little access and use of information and communication technologies and those people with greater access and usage

public diplomacy

subset of international public relations that focuses on promoting national interests

dialogic communication

exchanges involving people communicating their own views and backgrounds while remaining completely open to seeing the world as others do

monologic communication

communication in which one party attempts to impose its view on others