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Multicultural marketing strategies acknowledge and cater to the diverse perceptions, motivations, and beliefs among consumers from different cultural backgrounds. By integrating cultural norms from various ethnicities, businesses enhance the visibility of their products or services, demonstrating a genuine appreciation for cultural diversity ...
Identity management theory can be applied not only to the context of intercultural communication but more specifically the context of intercultural friendships. In one study, identity management theory was used by researchers to reveal the stages and transitions that explain how the process of relational identity formation works in ...
In the current context of globalization and growing diversity in schools, experiencing and learning about cultural differences in the school environment is an important instructional method. [9] This study used Bennett Scale as an analytical model, coded and quantitatively analyzed data of cross-cultural sensitivity among 48 students from ...
Intercultural communication is a discipline that studies communication across different cultures and social groups, or how culture affects communication.It describes the wide range of communication processes and problems that naturally appear within an organization or social context made up of individuals from different religious, social, ethnic, and educational backgrounds.
Since the introduction of co-cultural theory in "Laying the foundation for co-cultural communication theory: An inductive approach to studying "non-dominant" communication strategies and the factors that influence them" (1996), Orbe has published two works describing the theory and its use as well as several studies on communication patterns and strategies based on different co-cultural groups.
Cultural sensitivity counters ethnocentrism, and involves intercultural communication, among relative skills. Most countries' populations include minority groups comprising indigenous peoples , subcultures , and immigrants who approach life from a different perspective and mindset than that of the dominant culture.
With that knowledge, diversity marketers aim to develop a mix of different communication methods, to reach people in each of the diverse groups present in the market." [ 1 ] Thus, diversity marketing is the process in which companies study the market they are in or about to enter by different means (e.g. surveys, focus groups or in some cases ...
In anthropology, high-context and low-context cultures are ends of a continuum of how explicit the messages exchanged in a culture are and how important the context is in communication. The distinction between cultures with high and low contexts is intended to draw attention to variations in both spoken and non-spoken forms of communication. [1]