跨文化交际重点梳理 LN.docx

跨文化交际重点梳理 LN.docx

《跨文化交际重点梳理 LN.docx》由会员分享，可在线阅读，更多相关《跨文化交际重点梳理 LN.docx（6页珍藏版）》请在冰豆网上搜索。

跨文化交际重点梳理LN

跨文化交际重点梳理

Definitionofculture

Cultureisthetotalaccumulationofbeliefs,customs,values,institutionsandcommunicationpatternsthatareshared,learnedandpassedthroughthegenerationsinanidentifiablegroupofpeople.

重点1Characteristicsofculture（10）

1、Cultureisshared

Cultureisasystemofsharedvaluesbeliefsorpatternsofbehaviorsheldinagroup,organizationorsociety.

Itisnotpropertyofanyindividual.

2、cultureiscumulative

Humanbeliefs,artsetc.areresultsofmanygenerations.

Everygenerationscandiscoverthenewthings.

Thenewknowledgeareaddedtowhatwaslearnedinpreviousgenerations.

3、cultureislearned

Cultureisnotinherentwithanypeople.

Culturecannotbegeneticallyandautomaticallypasseddownfrompreviousgenerations.

Anditshouldbetaughtandlearnedbypeople.

4、cultureisadaptive

Cultureiscreatedbyhumans.Humanshavetoadapttheenvironment.thusisindevelopmentbearsthetraitofbeingadaptive

5、cultureisdynamic

Atthesametimethatnewcultureareadded,andtheoldonesarelostbecausetheyarenolongeruseful.

6、cultureissymbolic

Symbolsgenerallyserveascommunicativetoolsforamultitudepurposes,onapersonsaswellasculturelevel.

7、cultureisrelational

Cultureisanorganicwhole.Allthecomponentsofcultureareinterlinked.

8、cultureisimplicitandexplicit

Somelayerscultureareeasytobeobserve,likeeating,dressing,talking.Buttheideasunderlyingthebehaviorsaregenerallyhardtoknow.Manyscholarslabelthecultureasiceberg.

9、cultureisuniversal

10、cultureisdiversified

重点2Hall’sdimensions

Highcontext

High-contextcommunicationreliesheavilyonnonverbal,contextualandsharedculturalmeanings.

Themeaningsarenotfullyexpressed.

Meaningsaredeterminedby“how”thingsaresaid,ratherthan“what”issaid.

日本欧洲东部和南部阿拉伯

Collectivism

Lowcontext

Verbalcodesratherthantheinformationimplies

Clearstraightandto-the-pointcommunication

美国德国斯堪的纳维亚

Individualism

Monochromicculture

Doonethingatonetime,Concentrateonthejob,taketimeseriously,low-contextandneedinformation,committothejob,religiouslytotheplans,notdisturbingothers,seldomborroworlendthings,emphasizepromptness

Polychromicculture

Domanythingsatonce,subjecttointerruptions,considertimecommitmentsanobjectivetobeachieved,high-contextandalreadyhaveinformation.Changeplansoften.Emphasizetherelationships.

重点3Triandis’sindividualism&collectivism

Individualism

Fostersindependenceandindividualachievement,

Promotesself-expression,personalchoice,individualthinking

Associatedwithegalitarianrelationshipsandflexibilityinroles

Understandthephysicalworldasknowableapartofhumanlife

Collectivism

Interdependenceandgroupsuccess

Promotesadherencetonorms

Associatedwithstable,hierarchicalroles

Sharedproperty,groupownership

重点4Elementsofcommunication

Source（sender）

Encoding

Message

Medium（channel）

Receiver

Decoding

Response

Feedback

重点5Grice’scooperativeprinciple

Quantitymaxim

Makeyourcontributeasinformativeasisrequiredforthecurrentpurposeofexchange.

Donotmakeyourcontributionmoreinformationthanisrequired.

（量的准则——话语提供充分而不多余的信息）

Qualitymaxim

Makeyourcontributionisture

（质的准则——话语的内容是真实的）

Relationmaxim

Berelevant

（关系准则——话语与话题有关，即与所要实现的意图有关）

Mannermaxim

Beperspicuous

Avoidobscurityofexpression

Avoidambiguity

Debriefandorderly

（方式准则——说话要清楚明白、简洁而有条理）

重点6Brown&levinson’sfacetheory

Faceissomethingthatisemotionallyinvested,canbelost,maintained,orenhanced,andmustbeoftenattendedtoincommunication

Peoplecooperatewhilemaintainingfaceininteraction.

Facetheory:

facethreateningacts（FTAs）

Politenessstrategies

Politenessstrategies:

baldon-record不使用补救措施赤裸裸的公开实行面子威胁行为

off-recordindirectstrategy非公开的实行面子威胁行为

negativepoliteness消极礼貌策略

Positivepoliteness积极礼貌策略

Face:

negativeface

Positiveface

重点7Thoughtpatterns

Fielddependence

场依存性

Holisticthinkingeasternpeople

Perspectiveofthewhole,alltherelevantpartstakeintoaccount.

Easilyinfluencebyothers

Fieldindependence

场独立性

Analyticthinkingwesternpeople

Divindingthewholeintopartstoanalyzethefeaturesorrelationsbetweentheparts

Hardlyinfluencebyothers

Eastern:

field-dependence,holisticthinking,high-context

Western:

field-independence,analyticthinking,low-context

重点8Phasesofnegotiation

Preparation准备

Non-tasksounding非任务测探

Task-orientedexchange

Persuasion劝说

Concession

Conclusion

重点9Componentsofabrand

Brandname品牌名称（产品）

Brandmark品牌标志（产品）

Tradename商号（公司名字）

Trademark品牌商标

重点10SWOTanalysis

Strengths

Weaknesses

Opportunities

Threats

重点11Interculturaladvertisingstrategies

Standardizationstrategy

Conveyandextendthesameadvertisingmessagetodifferentmarketsandcultures

Keypoint:

Dealwiththedifferentmarketsusingthesamemassage

Example:

Marlboro

Philips

优点：

reinforcethecorporateimage

Savingenergy

Beconvenienttomanagecomparedwithseveralads

缺点:

unlikelytobeadaptivewithoutchangetoallforeignculture

Resultinmisunderstandingorconflictevenruinabusiness

Localizationstrategy

Stressesthespecialtiesofthelocalmarketandadaptationtothelocalmarketenvironment

重点12Threemeaninglayersofads

thesurfacemeaning

theintendedmeaning

theculturalmeaning