跨文化交際重點(diǎn)梳理

重點(diǎn)1Definition ofculture時間：2021.02.09創(chuàng)作人：歐陽歷Cultureisthetotalaccumulationofbeliefs,customs,values,institutionsandcommunicationpatternsthatareshared,learnedandpassedthroughthegenerationsinanidentifiablegroupofpeople.重點(diǎn)2Characteristicsofculture(lO)1、 CultureissharedCultureisasystemofsharedvaluesbeliefsorpatternsofbehaviorsheldinagroup,organizationorsociety.Itisnotpropertyofanyindividua1.

2、2、 cultureiscumulativeHumanbeliefs,artsgenerations?EverygenerationscanThenewknowledgeareinpreviousgenerations?3、 cultureislearnedetc?areresultsofmanydiscoverthenewthings?addedtowhatwaslearnedCuitureisnotinherentwithanypeople?Cuiturecannotbegeneticallyandautomaticallypasseddownfrompreviousgenerations?Anditshouldbetaughtandlearnedbypeople?4、 cultureisadaptiveCuitureiscreatedbyhumans.Humanshavetoadapttheenvironment?thusisindevelopmentbearsthetraitofbeingadaptive5、 cultureisdynamicAtthesametimethatnewcultureareadded,andtheoldonesarelostbecausetheyarenolongeruseful?

6、 cultureissymbolicSymbolsgenerallyserveascommunicativetoolsforamultitudepurposes,onapersonsaswellasculturelevel?7*cultureisrelational7*cultureisrelationalCuitureisanorganicwho1e.Al1thecomponentsofcultureareinterlinked.8、ofcultureareinterlinked.8、cultureisimplicitandexplicitSomelayerscultureareeasytobeobserve,1ikeeating,dressing,talking?Buttheideasunderlyingthebehaviorsaregenerallyhardtoknow.Manyscholarslabelthecultureasiceberg.9、cultureisuniversal10、cultureisdiversified重點(diǎn)3Hall?dimensionsHighcontextHigh-contextcommunicationreliesheavilyonnonverbal,contextualandsharedculturalmeanings?Themeaningsarenotfullyexpressed.MeaningsaredeterminedbyIfow”thingsaresaid,ratherthan舫at”issaid?日本歐洲東部和南部阿拉伯CollectivismLowcontextVerbalcodesratherthantheinformationimpliesClearstraightandto?the-pointcommunication美國德國斯堪的納維亞IndividualismMonochromiccultureDoonethingatonetime,Concentrateonthejob,taketimeseriously,low-contextandneedinformation,committothejob,religiouslytotheplans,notdisturbingothers,seldomborroworlendthings,emphasizepromptnessPolychromiccultureDomanythingsatonce,subjecttointerruptions,considertimecommitmentsanobjectivetobe

achieved,high-contextandalreadyhaveinformation.Changeplansoften.Emphasizetherelationships?重點(diǎn)4Triandislsindividualism&collectivismIndividualismFostersindependenceandindividualachievement,Promotesself-expressionpersonalchoice,individualthinkingAssociatedwithegalitarianrelationshipsandflexibi1ityinrolesUnderstandthephysicalworldasknowableapartofhuman1ifeCollectivismInterdependenceandgroupsuccessPromotesadherencetonormsAssociatedwithstable,hierarchicalroles重點(diǎn)5重點(diǎn)5ElementsofcommunicationSource(sender)

EncodingMessageMedium（channel）ReceiverDecodingResponse重點(diǎn)6重點(diǎn)6Grice?cooperativeprincipleQuantitymaximMakeyourcontributeasinformativeasisrequiredforthecurrentpurposeofexchange?Donotmakeyourcontributionmoreinformationthanisrequired?（量的準(zhǔn)則一話語提供充分而不多余的信息）QualitymaximMakeyourcontributionisture（質(zhì)的準(zhǔn)則一話語的內(nèi)容是真實(shí)的）RelationmaximBerelevant（關(guān)系準(zhǔn)則一話語與話題有關(guān)，即與所要實(shí)現(xiàn)的意圖有關(guān)）MannermaximBeperspicuousAvoidobscurityofexpressionAvoidambiguityDebriefandorderly（方式準(zhǔn)則一說話要清楚明白、簡潔而有條理）重點(diǎn)7Brown&levinson?facetheoryFaceissomethingthatisemotionallyinvested,canbelost,maintained,orenhanced,andmustbeoftenattendedtoincommunicationPeoplecooperatewhilemaintainingfaceininteraction.Facetheory:facethreateningacts（FTAs）PolitenessstrategiesPolitenessstrategies:baldon-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?recordindirectstrategy非公開的實(shí)行面子威脅行為negativepoliteness消極禮貌策略Positivepoliteness積極禮貌策略Face:negativefacePositiveface重點(diǎn)8ThoughtpatternsFielddependence場依存性HolisticthinkingeasternpeoplePerspectiveofthewhole,alltherelevantpartstakeintoaccount?EasilyinfluencebyothersFieldindependence場獨(dú)立性AnalyticthinkingwesternpeopleDivindingthewho1eintopartstoanalyzethefeaturesorrelationsbetweenthepartsHardlyinfluencebyothersEastern:field-dependence,holisticthinking,high?contextWestern:field-independence,analyticthinking,low?context重點(diǎn)9PhasesofnegotiationPreparation準(zhǔn)備Non-tasksounding非任務(wù)測探Task?orientedexchangePersuasion勸說ConcessionConclusionofabrandofabrandBrandname品牌名稱（產(chǎn)品）Brandmark品牌標(biāo)志（產(chǎn)品）Tradename商號（公司名字）Trademark品牌商標(biāo)重點(diǎn)HSWOTanalysisStrengthsWeaknessesOpportunitiesThreats

重點(diǎn)12InterculturaladvertisingstrategiesStandardizationstrategyConveyandextendthesameadvertisingmessagetodifferentmarketsandculturesKeypoint:DealwiththedifferentmarketsusingthesamemassageExample:MarlboroPhilips優(yōu)點(diǎn)：reinforcethecorporateimageSavingenergyBeconvenienttomanagecomparedwithseveralads缺點(diǎn)：unlikelytobeadaptivewithoutchangetoal1foreigncultureResultinmisunderstandingorconflicteven