Cultural differences

Content
The course How course will be assessed The authors

Purpose of this course

Become aware of your..

Out of the box!

Culture guide Orlando Meulens

What do you want others to know about your culture

What is your place in the world?

Where do you want to be in 10 -20 years?

Society, Culture, and Global Consumer Culture

Culture is the collective programming of the mind that distinguishes the members of one category of people from those of another. Geert Hofstede

A nation, an ethic group, a gender group, an organization, or a family may be considered as a category.

Social Institutions
Family Education Religion Government Business

These institutions function to reinforce cultural norms

Material and Nonmaterial Culture

Physical Culture Clothing Tools Decorative art Body adornment Homes Abstract Culture Religion Perceptions Attitudes Beliefs Values

Society, Culture, and Global Consumer Culture

Global consumer cultures are emerging
Persons who share meaningful sets of consumptionrelated symbols Pub culture, coffee culture, fast-food culture, credit card culture

Primarily the product of a technologically interconnected world

Internet Satellite TV Cell phones

Attitudes, Beliefs, and Values

Attitudelearned tendency to respond in a consistent way to a given object or entity Beliefan organized pattern of knowledge that an individual holds to be true about the world Valueenduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct

Religion
The worlds major religions include Buddhism, Christianity, Hinduism, Islam, and Judaism and are an important source of beliefs, attitudes, and values.

Religious tenets, practices, holidays, and history impact global marketing activities.

Aesthetics
The sense of what is beautiful and what is not beautiful Visualembodied in the color or shape of a product, label, or package Stylesvarious degrees of complexity, for example, are perceived differently around the world

What represents good taste as opposed to tastelessness or even obscenity

Dietary Preferences
Dominos Pizza pulled out of Italy because its products were seen as too American with bold tomato sauce and heavy toppings.

Subway had to educate Indians about the benefits of sandwiches because they do not normally eat bread.

Different meaning

Language and Communication

Linguistic Category
Syntax-rules of sentence
formation meaning

Language Example
English has relatively fixed word order; Russian has relatively free word order.
Japanese words convey nuances of feeling for which other languages lack exact correlations; yes and no can be interpreted differently than in other languages. Japanese does not distinguish between the sounds l and r; English and Russian both have l and r sounds. Russian is a highly inflected language, with six different case endings for nouns and adjectives; English has fewer inflections.

Semantics-system of

Phonology-system of
sound patterns formation

Morphology-word

Prof. Geert Hofstede Typology

Examples in commercials
Femininity
http://www.youtube.com/watch?v=fvI46MpcoIQ

Masculinity
http://www.youtube.com/watch?v=gGgwfjA0V14

Uncertainty avoidance
http://www.youtube.com/watch?v=Ho4PI9zaZy4

Culture layers

Values

Society Education

self-development

Peers

Guide quality requirements

Title Foreword Acknowledge Introduction Table of content Part 1: Who am I Part 2: My place in the World Part 3 : My future plans Each chapter: introduction and conclusion Each part must have a scientific basis ( Articles, Models, etc) Page numbering, proper lay out etc. 8-10 pages text (excluding illustrations) End reflection Written in flawless English Be creative !!

Presentation
Presentation in front of a jury Guide presentation guide 10 minutes
Present your conclusions and motivate findings

Answering questions 5 minutes

Defend your view

Audiovisual presentation (PowerPoint, Prezi etc) Next to content you will also be judged on presentation skills ( practice with peers)

Grading
Guide 50% grade Presentation 50 % grade 4,5 or less for one of these = No grade

Don Tapscott

Richard Florida