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Culture and Visual Communication

Culture and Visual Communication TC 151: Visual Communication Culture and How We Communicate Culture influences our communication practices. Epistemology: underlying beliefs we don’t even know we have. Certain “cultural aspects” display themselves through communication.

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Culture and Visual Communication

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  1. Culture and Visual Communication TC 151: Visual Communication

  2. Culture and How We Communicate • Culture influences our communication practices. • Epistemology: underlying beliefs we don’t even know we have. • Certain “cultural aspects” display themselves through communication.

  3. Specific Cultural Aspects • Power-distance • Masculinity vs. Femininity • High and low context • Globalizing vs. Localizing

  4. Power-distance: High vs. Low • High power-distance: a very vertical power structure, where power-authorities have influence in many contexts. • Low power-distance: a more flattened power structure, where power-authorities only have influence in certain context, and that influence is limited.

  5. Masculinity and Femininity • The value placed on traditionally male and female values. • Masculine values equate to ambition, accumulation of wealth, competition, the urge to dominate. • Feminine values equate to the urge to cooperate, the sharing of resources, and a more democratic power structure.

  6. High and Low Context • Refers to the amount of information delivered simply by the context of the communication • High context culture will leave much unsaid, depending on culture to fill in the gaps. • Low context culture will leave little unsaid, attempting to ensure no misunderstandings.

  7. Globalizing and Localizing • Globalizing: attempting to create a standard theme, brand or product that attempts to fit the entire globe. • Localizing: attempting to create multiple themes, brands or products that closely fit the attitudes and cultures of different regions.

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