Dimensions of Culture. Meeting 10. Culture Types. Mediated stories and images Culture industry as economic resource Business / corporate culture; may conflict with employee’s societal culture Organizational culture - set of meanings Groups w/ characteristic culture (religious)
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Selective perception - focus on certain features of environment excluding others
What does it mean to perceive things according to our cultural map?
Stereotyping - put people into categories
Why is necessary for advertising to stereotype?
What are bipolar scales?
Rules: Choose national colors; blue for Northern hemisphere, green for southern
White - funerals in China, red for brides
Black - mourning, widow wear in Europe, aggression for teens
Orange - trendy, extreme sports, boats, highway workers
Yellow - bottom of preference list (yellow journalism, yellow Jewish star, cowardly)
Silver - space-age, high tech, neutral, elegance; most popular auto color
Purple - Royalty
High-context - information part of internalized message; implicit. Symbolic advertising. Eastern
Low-context - explicit verbal message. Yes/no orientation. Western.
Mixed - France has blend of hi-lo institutions and situations
Includes biological, personal, metaphysical, micro, sync, sacred, profane
4. Uncertainty avoidance - feel threatened by ambiguity; conflict and competition are threatening.
5. Long-Term - persistence, ordering by status, thrift, sense of shame. Vs.
Short-term orientation - personal steadiness, protecting face, tradition, reciprocation of gifts