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CULTURAL APPROACH INTERCULTURAL COMMU.

The document outlines the social and cultural approach to communication, emphasizing the role of communication as a foundational element of social reality and culture. It discusses various theories, including cultural relativism, the social construction of reality, and the impact of popular culture on societal structures. Additionally, it addresses intercultural communication, proxemics, and the complexities of decision-making influenced by cultural factors.

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Rui Santos
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1 views

CULTURAL APPROACH INTERCULTURAL COMMU.

The document outlines the social and cultural approach to communication, emphasizing the role of communication as a foundational element of social reality and culture. It discusses various theories, including cultural relativism, the social construction of reality, and the impact of popular culture on societal structures. Additionally, it addresses intercultural communication, proxemics, and the complexities of decision-making influenced by cultural factors.

Uploaded by

Rui Santos
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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social and cultural approach

INTERNATIONAL MULTIMODAL COMMUNICATION I


2024 - 2025
learning journey
● Introduction to communication science
● Short history of communication science
● Linear transmission
● Reception and signification
● Social and cultural perspective
cultural approach
Communication as a carrier and
building block of our social and
cultural world.

Increased focus on recipients


and the signification process
cultural and social aspects of communication by Stuart Hall

Cultural proximity
affects the transmission
of a message
producing and maintaining culture CULTURE

Set of unstated assumptions, procedures and ways of


doing things that have been internalized to the extent
that people do not argue about them (Triandis)

The collective programming of the mind which


distinguishes one group from another (Hofstede)

The complex whole, which includes knowledge, belief,


art, law, morals, custom, and any other capabilities and
habits acquired by man as a member of society (Edward B.
Taylor
the study of human culture
How universal?
How can we study it?

Franz Boas (1858 - 1942)

by anthropology
CULTURAL RELATIVISM

What to study?
communication
a building block of social reality

The Social Construction of Reality (Berger & Luckmann, 1966)

● knowledge about everyday reality


social
● knowledge we take for granted interactions
● simple and objective ‘truths’
social constructionism key element:
using communication to
construct reality

Reality fixed and objective?


Role of scientists
Truth can be proven by scientists?

Study how reality was formed

Use of social interaction and


mediated communication
popular culture: reflection or illusion?

Communicated through personal and mediated communication

Why are we interested in pop culture?

● Reflection of mainstream society


● Building block of a shared social reality
● Created by powerful members of the elite
○ Main function: to maintain power structures
○ to keep the mass ignorant FRANKFURTER
○ to distract, teach, obey the law, etc,
SCHOOL
FRANKFURTER SCHOOL Passive audience

Historically important

Marxist influence
cultural studies
BIRMINGHAM SCHOOL TORONTO SCHOOL
● CCCS Stuart Hall
● Theory of Hegemony
○ Pop culture communicates the
dominant cultural framework

● Cultural hegemony appears in


all carries of pop culture
FISKE: different approach
Popularity as indicator of quality?
cultural studies
BIRMINGHAM SCHOOL TORONTO SCHOOL
● CCCS Stuart Hall ● Focuses on the channels of
● Theory of Hegemony communication
○ Pop culture communicates the ● Marshall McLuhan: “The medium is
dominant cultural framework the message” (1962)
● Culture is influence more by the
characteristics of the medium
than by the actual content
● Cultural hegemony appears in
● Media all have their own
all carries of pop culture
characteristics that imbed
FISKE: different approach
Popularity as indicator of quality? themselves in the experience
cultural groups
Culture identifies us in relation to other people
uncertainty reduction theory Berger & Calabrese, 1975

a) People live in constant uncertainty


b) People use communication to reduce uncertainty

PASSIVE STRATEGY (observation)

ACTIVE STRATEGY (direct contact)

INTERACTIVE STRATEGY
GROUP PRESSURE
cultural conformity and relativism
WHAT IS THE MEANING OF THIS?
cultural globalization
An international reach of cultural ideas and values, as a
result of a global communication of messages.
intercultural communication
Three important elements that mark a communication act as intercultural:

Contact (communication)

Between different cultures (inter-), and

The cultural differences should make a difference in the process

must have some kind


of interaction
academic definitions
● Intercultural communication refers to the communication between
people from two different cultures. (Chen & Starosta, 1998:28)
● Intercultural communication is a symbolic, interpretive,
transactional, contextual process in which people from different
cultures create shared meanings. (Lustig & Koester, 2007:46)
● Hence one way of viewing intercultural communication is as
communication that unfolds in symbolic intercultural spaces. These
are moments when a communication exchange has been affected by
cultural differences. (Arasaratnam, 2013: 48)
proxemics (space) The study of how space and distance affect,
and are a part of, nonverbal communication.

Two separate areas of


Territoriality
proxemics that affect
intercultural Interpersonal communication space
communication:
territoriality
PRIMARY TERRITORIES are for the exclusive use of an individual
and include the invisible bubble that
surrounds the body.

SECONDARY TERRITORIES are those between private and public.

PUBLIC TERRITORIES

interpersonal
communication space
chronemics (time) How time is perceived by individuals or by culture
groups, how it is used, and how differing
perceptions and usages can affect communication —
has become one of the most researched of nonverbal
communication codes.
cultural factors and complex decision making (cdd)
Most "big" decisions share some features that distinguish them from
other, more easily tractable problems. These features include:

COMPLEXITY

MULTIPLE GOALS

DYNAMICS

OPAQUENESS
schwartz theory of basic values

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