NM3420 AUDIENCE CONTEXT ANALYSIS

1. 7 NM3420 AUDIENCE CONTEXT ANALYSIS Senses & Perception

2. NM3413AUDIENCE ANALYSIS CULTURE Sensing “People see the world differently” People differ culturally in... • how they physiologically experience the world or • how they interpret what they experience?

3. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Senses and PerceptionsSensation is the neurological process by which we become aware of our environment. Perception is when one is aware of something through senses

4. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing and Perception Nisbett (2003) has demonstrated that humans sense and perceive the world in ways unique to their environments.

5. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensation

6. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Differences in the environment and culture affected sensation.

7. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch

8. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch • 25% of what we see will be processing in our brain: more than any other senses • 20% of what is available to be seen is lost or distorted in transit to the human brain. • On a dark night, you could even see a candle flame flickering up to 30 mi. (48 km) away. We see different things, memorise different things

9. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch

10. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch • Has a workably conscious sound spectrum covering a range from 20 to 20,000 Hertz– roughly 10 octaves • Plus partly conscious “sensing” of higher and lower frequencies • Absolute threshold varies from person to person, changes with age, and is largely dependent on the frequency of the noise being perceived.

11. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Prolonged exposure to any sound reaching 80 decibels can cause hearing loss, but instantaneous hearing loss can occur at 120 decibels, which is the equivalent of sitting in front of speakers at a rock concert. At 140 decibels, the equivalent of a jet engine or a gunshot, hearing loss and actual pain can occur.

12. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch Everyone has a unique odor identity • Can differentiate among about 5,000 -10,000 different smells down to a threshold of stimulation of as little as 400 molecules of a substance. • Smell is a less reliable human sense. • Receptors are each encoded with a unique gene; if you lack a gene, then you lack the ability to detect that smell. • People often link smells to events from the past as a conditioned response • A woman's sense of smell is heightened during pregnancy

13. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch • Has about 10,000 differentiated taste sensations in relation to the basic sensations of bitter, salty, sour, and sweet. • “Umami” is best described as “savoriness” • 80% of what we experience as taste is actually smell

14. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Our Senses and Their Limitations • Sight • Hearing • Smell • Taste • Touch • Of all human senses, touch, especially as related to pain, temperature, and pressure, relates most directly to automatic, reflex-arcreactions. • Virtually all these sensations lead to responses initiated before the brain consciously begins to react. • There are approximately 5 million touch receptors in our skin-- 3000 in a finger tip

15. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Sensing Effect of Culture on Sensing Kitayama, Duffy, Kawamura, and Larsen (2003) Experiment European Americans The original stimulus The absolute task 9 inches Japanese 3 inches The relative task

16. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE PerceptionHuman perception is usually thought of as a three-step process of selection, organization, and interpretation. Each of these steps is affected by culture.

17. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Selection • Organization • Interpretation

18. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Selection We don’t consciously see any object unless we are paying direct, focused attention on that object. When we need something, have an interest in it, or want it, we are more likely to sense it out of competing stimuli.

19. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process: Selection

20. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Selection Japanese/English Difficulties with Speech sound -Vowel length:obasan aunt obaasan grandmother -Double consonants:shita did shitta new -Accent:kaki oyster kaki persimmon -Pitch:hashi bridge hashi chopsticks hashi edge of a table

21. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Organization Along with selecting stimuli from the environment, you must organize them in some meaningful way.

22. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process: Organisation

23. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Organization English red orange yellow green blue purple Shona cicena cipsuka citema cipsuka Bassa ziza hui

24. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Organization

25. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Interpretation This refers to attaching meaning to sense data and is synonymous with decoding.

26. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Interpretation

27. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Interpretation

28. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Perceiving The Three-step Process • Interpretation

29. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Satir Model Satir Transformational Systemic Therapy Understanding human’s mind And human’s behaviour

30. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Satir Model Virginia Satir 1916 - 1988

31. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Satir Model At which level can we reach our audience?

32. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Satir Model Satir Transformational SystemicTherapy

33. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Satir Model

34. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Satir Model

35. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Reference: Jandt, Fred E. An Introduction to Intercultural Communication: Identities in a Global Community. Thousand Oaks, CA: Sage, 2010. Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). http:// dx.doi.org/10.9707/2307-0919.1014