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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

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Culture and Visual Communication

TC 151: Visual Communication


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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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Specific Cultural Aspects

  • Power-distance

  • Masculinity vs. Femininity

  • High and low context

  • Globalizing vs. Localizing


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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.


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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.


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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.


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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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