跨文化交际重点梳理

重点1DefinitionofcultureCultureisthetotalaccumulationofbeliefs,customs,values,institutionsandcommunicationpatternsthatareshared,learnedandpassedthroughthegenerationsinanidentifiablegroupofpeople.重点2Characteristicsofculture(10)1、 CultureissharedCultureisasystemofsharedvaluesbeliefsorpatternsofbehaviorsheldinagroup,organizationorsociety.Itisnotpropertyofanyindividual.2、 cultureiscumulativeHumanbeliefs,artsetc.areresultsofmanygenerations.Everygenerationscandiscoverthenewthings.Thenewknowledgeareaddedtowhatwaslearnedinpreviousgenerations.3、 cultureislearnedCultureisnotinherentwithanypeople.Culturecannotbegeneticallyandautomaticallypasseddownfrompreviousgenerations.Anditshouldbetaughtandlearnedbypeople.4、 cultureisadaptiveCultureiscreatedbyhumans.Humanshavetoadapttheenvironment.thusisindevelopmentbearsthetraitofbeingadaptive5、 cultureisdynamicAtthesametimethatnewcultureareadded,andtheoldonesarelostbecausetheyarenolongeruseful.6、 cultureissymbolicSymbolsgenerallyserveascommunicativetoolsforamultitudepurposes,onapersonsaswellasculturelevel.7、cultureisrelationalCultureisanorganicwhole.Allthecomponentsofcultureareinterlinked.8、cultureisimplicitandexplicitSomelayerscultureareeasytobeobserve,likeeating,dressing,talking.Buttheideasunderlyingthebehaviorsaregenerallyhardtoknow.Manyscholarslabelthecultureasiceberg.9、cultureisuniversal10、cultureisdiversified重点3Hall'sdimensionsHighcontextHigh-contextcommunicationreliesheavilyonnonverbal,contextualandsharedculturalmeanings.Themeaningsarenotfullyexpressed.Meaningsaredeterminedby “how”thingsaresaid,ratherthanissaid.日本欧洲东部和南部阿拉伯CollectivismLowcontextVerbalcodesratherthantheinformationimpliesClearstraightandto-the-pointcommunication美国德国斯堪的纳维亚IndividualismMonochromiccultureDoonethingatonetime,Concentrateonthejob,taketimeseriously,low-contextandneedinformation,committothejob,religiouslytotheplans,notdisturbingothers,seldomborroworlendthings,emphasizepromptnessPolychromiccultureDomanythingsatonce,subjecttointerruptions,considertimecommitmentsanobjectivetobeachieved,high-contextandalreadyhaveinformation.Changeplansoften.Emphasizetherelationships.重点4Triandis'sindividualism&collectivismIndividualismFostersindependenceandindividualachievement,Promotesself-expression,personalchoice,individualthinkingAssociatedwithegalitarianrelationshipsandflexibilityinrolesUnderstandthephysicalworldasknowableapartofhumanlifeCollectivismInterdependenceandgroupsuccessPromotesadherencetonormsAssociatedwithstable,hierarchicalrolesSharedproperty,groupownership重点5ElementsofcommunicationSource(sender)EncodingMessageMedium(channel)ReceiverDecodingResponseFeedback重点6Grice'scooperativeprincipleQuantitymaximMakeyourcontributeasinformativeasisrequiredforthecurrentpurposeofexchange.Donotmakeyourcontributionmoreinformationthanisrequired.(量的准则——话语提供充分而不多余的信息)QualitymaximMakeyourcontributionisture（质的准则——话语的内容是真实的）RelationmaximBerelevant（关系准则——话语与话题有关，即与所要实现的意图有关）MannermaximBeperspicuousAvoidobscurityofexpressionAvoidambiguityDebriefandorderly（方式准则——说话要清楚明白、简洁而有条理 ）重点7Brown&levinson'sfacetheoryFaceissomethingthatisemotionallyinvested,canbelost,maintained,orenhanced,andmustbeoftenattendedtoincommunicationPeoplecooperatewhilemaintainingfaceininteraction.Facetheory:facethreateningacts（FTAs）PolitenessstrategiesPolitenessstrategies:baldon-record不使用补救措施赤裸裸的公开实行面子威胁行为off-recordindirectstrategy非公开的实行面子威胁行为negativepoliteness消极礼貌策略Positivepoliteness积极礼貌策略Face:negativefacePositiveface重点8ThoughtpatternsFielddependence场依存性HolisticthinkingeasternpeoplePerspectiveofthewhole,alltherelevantpartstakeintoaccount.EasilyinfluencebyothersFieldindependence场独立性AnalyticthinkingwesternpeopleDivindingthewholeintopartstoanalyzethefeaturesorrelationsbetweenthepartsHardlyinfluencebyothersEastern:field-dependence,holisticthinking,high-contextWestern:field-independence,analyticthinking,low-context重点9PhasesofnegotiationPreparation准备Non-tasksounding非任务测探Task-orientedexchangePersuasion劝说ConcessionConclusion重点10ComponentsofabrandBrandname品牌名称（产品）Brandmark品牌标志（产品）Tradename商号（公司名字）Trademark品牌商标重点11SWOTanalysisStrengthsWeaknessesOpportunitiesThreats重点12InterculturaladvertisingstrategiesStandardizationstrategyConveyandextendthesameadvertisingmessagetodifferentmarketsandculturesKeypoint:DealwiththedifferentmarketsusingthesamemassageExample:MarlboroPhilips优点：reinforcethecorporateimageSavingenergyBeconvenienttomanagecomparedwithseveralads缺点:unlikelytobeadaptivewithoutchangetoallforeigncultur