Senses & Perception NM3420 AUDIENCE CONTEXT ANALYSIS 7

PREVIOUSLY Effects to the audience 2. Segmentation and Targeting 3. History of audience 4. Culture and Context Dimensions of culture o Individualism VS Collectivism o Masculinity VS Femininity o Power Distance o Uncertainty Avoidance o Short-term and Long-term Orientation o Indulgence VS Restraint

 Anxiety  Assuming similarity instead of difference  Ethnocentrism  Stereotypes and prejudice  Nonverbal misinterpretation  Language Barriers to Intercultural Communication Sensing and Perception Sensing 1.Selection 2.Organization 3.Interpretation Sight Hearing Smell Taste Touch Perception Today Culture cont

Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Anxiety  Assuming similarity instead of difference  Ethnocentrism  Stereotypes and prejudice  Nonverbal misinterpretation  Language Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Anxiety You are anxious because of not knowing what you are expected to do, it is only natural to focus on that feeling and not be totally present in the communication transaction. Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Assuming similarity instead of difference When you assume similarity between cultures, you can be caught unaware of important differences. This can lead to disrupted communication or even conflict Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Have you had any related experience to this?

Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE  Assuming similarity instead of difference

LaRay M. Barna (1997):  Ethnocentrism Negatively judging aspects of another culture by the standards of one’s own culture. ‘A bias that leads people to judge another habits as right or wrong’ Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Stereotype and prejudice The word stereotyping was first used by journalist Walter Lippmann in 1922 to describe judgments made about others on the basis of their ethnic group membership. When information is ambiguous, the brain often reaches the wrong conclusion. Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Stereotype and prejudice Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE PARIS IN THE THE SPRING

LaRay M. Barna (1997):  Stereotype and prejudice We do not so much believe what we see and see what we believe. The brain overlooks what is doesn’t expect. Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Stereotype and prejudice Whereas stereotypes can be positive or negative, prejudice refers to the irrational dislike, suspicion, or hatred of a particular group, race, religion, or sexual orientation. Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Stereotype and prejudice Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Bonus Question: Is there any advantage of stereotyping?

Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Anxiety  Assuming similarity instead of difference  Ethnocentrism  Stereotypes and prejudice  Nonverbal misinterpretation  Language Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Nonverbal misinterpretation - Physical appearance (clothes etc.) - Proxemics (personal space) - Chronemics (time) - Kinesics (gestures) - Haptics (touch) - Oculesics (eye contact) - Vocalics/Paralanguage (voice) - Olfactics (smell) Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

LaRay M. Barna (1997):  Language Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Word OrderSample Languages SVO “cats eat mice”English, Chinese, Swahili SOV “cats mice eat”Japanese, Korean VSO “eat cats mice”Classical Arabic, Welsh, Samoan VOS “eat mice cats”Tzotzil (a Mayan language) OSV “mice cats eat”Kabardian (a language of the northern Caucasus) OVS “mice eat cats”Hixkaryana (a language of Brazil) Basic Word Order SOURCE: Matthews, Polinsky, and Comrie (1996).

LaRay M. Barna (1997):  Language Denotation VS Connotation Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Eg. Communism, Weight When you understand your audience, their language and the culture they are in, you can create effective work. (Even if it seems strange to others)

Conclusion Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE To communication effectively, you should be aware of these barriers to intercultural communication. When you are aware of cultural differences, you will be able to create a better analysis. Be flexible and adaptable!

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

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

Sensing and Perception NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

Sensation NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

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

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

Our Senses and Their Limitations Sight Hearing Smell Taste Touch Sensing NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE o 25% of what we see will be processing in our brain: more than any other senses o 20% of what is available to be seen is lost or distorted in transit to the human brain. o 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

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

Sensing NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE 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.

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

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

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

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

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

The Three-step Process 1.Selection 2.Organization 3.Interpretation Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

The Three-step Process 1.Selection Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE 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.

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

The Three-step Process 1.Selection Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Japanese/English Difficulties with Speech sound -Vowel length:obasanaunt obaasangrandmother -Double consonants:shitadid shittanew -Accent:kakioyster kakipersimmon -Pitch:hashibridge hashichopsticks hashiedge of a table

The Three-step Process 2.Organization Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Along with selecting stimuli from the environment, you must organize them in some meaningful way.

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

The Three-step Process 2.Organization Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE redorangeyellowgreenbluepurplecipsuka cicena citemacipsukazizahui English Shona Bassa

The Three-step Process 2.Organization Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

The Three-step Process 3.Interpretation Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE This refers to attaching meaning to sense data and is synonymous with decoding.

The Three-step Process 3.Interpretation Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

The Three-step Process 3.Interpretation Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

The Three-step Process 3.Interpretation Perceiving NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE

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