H ow to promote the value of cultural diversity in commercial communications education and in agencies Anneke van der Voort-Kruk, Lecturer / coordinator internationalisation, Academy for Digital Entertainment, NHTV University of Applied Sciences, The Netherlands.

Content Cross cultural diversity in education Diversity in design An agency’s perspective

Survey: current ‘international status’ Preparing for an international career… important? Globalisation Companies are becoming more international A national career is too limited

Survey: current ‘international status’ What (cross cultural) knowledge and skills should students have after graduation? Languages (English) Cross cultural differences Int. history, culture, advertising, media. Certain degree of int. work experience Open to ideas, new ways of working Be able to produce for an international market Cross cultural communication skills

Survey: current ‘international status’ How do they acquire these skills/knowledge? Internationalisation ‘at home’: - foreign lecturers (5 – 30%) - foreign students (5 - 15%) - visiting foreign lecturers - English courses/courses in English - Courses cross cultural communication Going abroad - exchange - traineeships - final year abroad - short term projects abroad

The cross cultural competence Intercultural Sensitivity Attend to signals, explore perspectives, reflect upon judgments, stay flexible Intercultural Communication Involve others, modulate communicative style, need for control Building Commitment Secure impact, persuade and convince in diverse settings, integrate different people and personalities Preference for Certainty Manage the need for certainty, move beyond what is known

Intercultural Readiness Check

Intercultural Readiness Check Could be used: To assess students’ cross cultural entry level To advise students before their stay abroad As a basis for courses on cross cultural communication

‘International classroom’ Different contexts coming together Often majority rules Exclusive instead of inclusive thinking

International classroom “The evocation of a symbolic third space in which a rich, complex and local, international learning environment can be explored; It enunciates new and promising areas in education and research.” (Vincent Platenkamp, NHTV)

International classroom Research areas: Teaching procedures (assessment criteria, assignments, etc.) Group work Learning attitudes of students Differences in didactics Differences in school systems International youth culture / student life

Question to the audience How to benefit from this international ‘playground’ so students are well prepared for an international career where they encounter a similar international environment?