跨文化交際重點(diǎn)梳理

重點(diǎn)1 Definition of cultureCulture is the total accumulation of beliefs, customs, values, institutions and communication patterns that are shared, learned and passed through the generations in an identifiable group of people.重點(diǎn)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 learned Culture 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 symbolic Symbols generally serve as communicative tools for a multitude purposes, on a persons as well as culture level.7 、culture is relationalCulture is an organic whole. All the components of culture are interlinked.8 、culture is implicit and explicitSome 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重點(diǎn)3 Halls dimensionsHigh context High-context communication relies heavily on nonverbal, contextual and shared cultural meanings. The meanings are not fully expressed.Meanings are determined by “how” things are said , rather than “what” is said.日本 歐洲東部和南部 阿拉伯CollectivismLow contextVerbal codes rather than the information impliesClear straight and to-the-point communication美國 德國 斯堪的納維亞IndividualismMonochromic cultureDo one thing at one time, Concentrate on the job, take time seriously, low-context and need information, commit 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 commitments an objective to be achieved, high-context and already have information. Change plans often. Emphasize the relationships. 重點(diǎn)4 Triandiss individualism & collectivismIndividualismFosters independence and individual achievement, Promotes self-expression ,personal choice, individual thinkingAssociated with egalitarian relationships and flexibility in rolesUnderstand the physical world as knowable apart of human lifeCollectivismInterdependence and group successPromotes adherence to normsAssociated with stable, hierarchical rolesShared property, group ownership重點(diǎn)5 Elements of communicationSource (sender)EncodingMessageMedium(channel)ReceiverDecodingResponseFeedback重點(diǎn)6 Grices cooperative principleQuantity maximMake your contribute as informative as is required for the current purpose of exchange.Do not make your contribution more information than is required. （量的準(zhǔn)則話語提供充分而不多余的信息）Quality maximMake your contribution is ture（質(zhì)的準(zhǔn)則話語的內(nèi)容是真實(shí)的）Relation maximBe relevant（關(guān)系準(zhǔn)則話語與話題有關(guān)，即與所要實(shí)現(xiàn)的意圖有關(guān)）Manner maximBe perspicuousAvoid obscurity of expressionAvoid ambiguityDe brief and orderly(方式準(zhǔn)則說話要清楚明白、簡潔而有條理)重點(diǎn)7 Brown & levinsons face theoryFace is something that is emotionally invested, can be lost, maintained, or enhanced, and must be often attended to in communicationPeople cooperate while maintaining face in interaction. Face theory : face threatening acts (FTAs) Politeness strategies Politeness strategies: bald on-record不使用補(bǔ)救措施赤裸裸的公開實(shí)行面子威脅行為 off-record indirect strategy非公開的實(shí)行面子威脅行為negative politeness消極禮貌策略 Positive politeness積極禮貌策略 Face: negative face Positive face重點(diǎn)8 Thought patternsField dependence 場(chǎng)依存性Holistic thinking eastern peoplePerspective of the whole, all the relevant parts take into account. Easily influence by othersField independence場(chǎng)獨(dú)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-contextWestern: field-independence, analytic thinking, low-context重點(diǎn)9 Phases of negotiationPreparation 準(zhǔn)備Non-task sounding 非任務(wù)測(cè)探Task-oriented exchangePersuasion 勸說ConcessionConclusion重點(diǎn)10 Components of a brandBrand name 品牌名稱（產(chǎn)品）Brand mark 品牌標(biāo)志 （產(chǎn)品）Trade name商號(hào)（公司名字）Trade mark 品牌商標(biāo)重點(diǎn)11 SWOT analysisStrengthsWeaknessesOpportunitiesThreats重點(diǎn)12 Intercultural advertising strategiesStandardization strategyConvey and extend the same advertising message to different markets and culturesKey point:Deal with the different markets using the same massageExample:MarlboroPhilips優(yōu)點(diǎn)：reinforce the corporate image Saving energy Be convenient to manage compared with several ads缺點(diǎn): unlikely to be adaptive without change to all foreign culture Result in misunderstanding or conflict even ruin a bus