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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

Culture and Visual Communication

TC 151: Visual Communication

culture and how we communicate
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.
specific cultural aspects
Specific Cultural Aspects
  • Power-distance
  • Masculinity vs. Femininity
  • High and low context
  • Globalizing vs. Localizing
power distance high vs low
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.
masculinity and femininity
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.
high and low context
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.
globalizing and localizing
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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