Instructor: MA.

ANNE CASURRA-BONGLAY CO-CULTURE

Local and Global Communication in Multicultural Within culture as a whole are co-cultures; these are
Setting composed of members of the same general culture who
Globalization is the increasing economic, political, and differ in some ethnic or sociological way from the
cultural integration and interdependence of diverse parent culture
cultures – the worldwide integration of humanity.
CO-CULTURE STRATEGIES
Globalization requires that we pay attention to a related Assimilation - The means by which co-culture members
concept – diversity – the recognition and valuing of attempt to fit in with members of the dominant culture
difference, encompassing such factors as age, gender,
race, ethnicity, ability religion, education, marital status, Accomodation
sexual orientation, and income.
Separation - The means co-culture members use to
INTERCULTURAL COMMUNICATION resist interacting with members of the dominant culture
“Whenever cultural variability influences the nature and
the effects of communication, intercultural VARIABLES IN DISTINGUISHING CULTURES
communication is at work. Thus, when we speak about Individualism vs. Collectivism
it, we are concerning ourselves with the process of INDIVIDUALISM ▪ Refers to cultures in which individual
interpreting and sharing meaning with individuals from goals are stressed
different cultures.” COLLECTIVISM ▪ Refers to cultures in which group goals
are stressed
In actuality, intercultural communication comprises a
number of forms: • This means that, while the “I” may be most important
• Interracial Communication in individualistic cultures, the “we” is the dominant
• Interethnic Communication force in collectivistic ones
• International Communication • While in collectivist cultures the individual is expected
• Intracultural Communication to fit into the group, in individualistic cultures emphasis
is placed on developing a sense of self
INTERRACIAL COMMUNICATION
• It is interpreting and sharing of meanings with High-context vs. Low-context Communication
individuals from different races HIGH-CONTEXT ▪ Communication system depends on
• It occurs when the interactants are from different indirectness
races ▪ Their cultural traditions shape the behavior and
lifestyle of group members, causing them to
INTERETHNIC COMMUNICATION appear to be overly polite and indirect in relating
• It refers to interaction with individuals of different to others
ethnic origins LOW-CONTEXT ▪ Communication system encourages
• It occurs when communicating parties have different directness
ethnic origins ▪ Members tend to gather background
information when meeting someone for the first
INTERNATIONAL COMMUNICATION time
• It is the communication between persons
representing different nations High-power Distance vs Low-power Distance
• It occurs between persons representing political - Power distance measures the extent to which
structures individuals are willing to accept power
differences
INTRACULTURAL COMMUNICATION HIGH-POWER ▪ Superiors and subordinates in this
• It is the interaction with members of the same racial culture are likely to view each other differently
or ethnic group as yours ▪ Subordinates are quick to defer to superior
• It includes all forms of communication among LOW-POWER ▪ Power should be used only when
members of the same racial, ethnic, or other co-culture legitimate
groups ▪ Emphasizes their interdependence by displaying
a preference for consultation, subordinates will
even contradict their bosses when necessary
CO -CULTURE STRATEGIES
Understading One Another
CULTURE
System of knowledge, beliefs, values, customs,
behaviors, and artifacts that are acquired, shared, and
used by its members during daily living Cultural and Global Issues Affecting Communication
CULTURAL DIFFERENCES (Infuences on Cultural come to accept diversity if we are to be able to process
Indentity) other cultures' influences and communicate with each
• Our cultural identity is based on our group other in a meaningful way.
memberships which are determined by gender, age,
racial, ethnic, religious, socioeconomic, political or even Ethnocentrism, the tendency to see your own culture as
national affiliations. superior to all others, is a key characteristics of failed
• Culture as a social group's system of meanings. You intercultural communication efforts.
are part of a culture because you've been taught to Persons who are ethnocentric experience great anxiety when
attach meanings to almost everything - persons, places, interacting with persons from different cultures. Quick to
ides, rituals, things, routines, and even communication utter statements like "They take our jobs," "They're
everywhere," and "They're just not like us," those who
behavior.
embrace ethnocentrism lack cultural flexibility and are
particularly unprepared to meet the challenges posed by our
Our experiences are different from others what with the society and our world today. The more ethnocentric you are,
different social education and upbringing that we had. the greater your tendency is to view groups other than your
own as inferior. As a result, you tend to blame others for
How we define gender roles, for instance, affects the problems and seek to maintain your distance from them.
way males and females present themselves, socialize,
work, perceive their futures, and communicate. Cultural relativism is the opposite of ethnocentrism.
When you practice cultural relativism, instead of
American men tend to adopt a problem-solving viewing group to which you belong as superior to all
orientation, while women tend to be relationship- others, you work to try to understand the behavior of
oriented. We also have ideas regarding the meaning other groups on the basis of the context in which the
and significance of age, including how persons behavior occurs rather than from your own frame of
particular age should look and behave. In the United reference.
States, large numbers of people place great value on STEREOTYPE AND PREJUDICE
looking youthful and appear to be younger than they Stereotypes are mental images or pictures we carry
are. In contrast, in Muslim, Asian, and Latin American around in our heads, they are shortcuts, whether
cultures, people respect, rather than deny, aging positive or negative, that guide our reactions to others.
When attached to the way we view the world,
• Our racial and ethnic identities are similarly socially stereotypes generate unrealistic pictures of others and
constructed. Some racial and ethnic groups, for prevent us from distinguishing an individual from a
example, share experiences of oppression. Their group. Racial profiling is just one example of how
attitudes and behaviors may reflect their struggles, stereotyping affects worldview
influencing their attitudes toward contemporary issues COMMON STEREOTYPES
such as affirmative action. Racial Profiling- One of the more common stereotype
• Religious Identity is at the root of countless examples is stereotypes surrounding race. For example,
contemporary conflicts occurring in the Middle East, saying that all Blacks are good at sports is a stereotype,
India and Pakistan, and Bosnia and Herzegovina. The because it's grouping the race together to indicate that
proselytizing that occurred at the U.S Air Force everyone of that race is a good athlete.
Academy by Evangelical cadets and officers illustrates
the strength and influence of religious identity. Even the Gender Profiling There are also some common
conflicts in some areas in our country especially in stereotypes of men and women, such as:
Mindanao, were caused partly if not mainly by • Men are strong and do all the work.
conflicting religious orientations. • Men are the "backbone."
• Women aren't as smart as a man.
• Similarly, socioeconomic identify frames how we • Women can't do as good of a job as a man.
respond to issues of our day. The widening gap between • Girls are not good at sports.
the ultra wealthy and the middle and lower classes in • Guys are messy and unclean.
the different parts of the world is contributing to their • Men who spend too much time on the computer or
developing different attitudes on a wide array of issues. read are geeks.
• National identity refers to legal status or citizenship.
People from different countries have been U.S. citizens Groups of Individuals- A different type of stereotype
for generations, yet some still perceive them as also involves grouping of individuals. Most of this
foreigners. stereotyping is taking place in schools.
For example:
ETHNOCENTRISM vs. CULTURAL RELATIVISM • Goths wear black clothes, black makeup, are
When cultures meet, when we interact with persons depressed and hated by society.
whose values are different from ours or whose • Punks wear mohawks, spikes, chains, are a menace to
behavioral norms differ from our own, we must first society and are always
recognize and acknowledge our differences. We must getting in trouble.
• All politicians are philanders and think ethnocentricity. Or, they want to preserve the purity of
only of personal gain and benefit. their bloodline without any other nationalities mixed in.
• Girls are only concerned about physical appearance. This stems from a certain level of xenophobia, or an
• All blonds are unintelligent. irrational fear that someone different or foreign is
• All librarians are women who are old, wear glasses, tie inferior or bad.
a high bun, and have a perpetual frown on their face.
• All teenagers are rebels. Ways to improve the ability to communicate
• All children don't enjoy healthy food. interculturally
• Only anorexic women can become models. The following guidelines should help you increase your
• The elderly have health issues and behave like tolerance for ambiguity, enhance your ability to handle
children. new situations, and better prepare yourself to meet the
communication challenges of today and tomorrow:
Cultures- Stereotypes also exist about cultures an ✓ Refrain from formulating expectations based solely
countries as a whole. Stereotype examples of this sort on your own culture. When those you interact with
include the premises that: have diverse communication styles, it is critical that you
• All white Americans are obese, lazy, and dim-witted. acknowledge the differences and accept their validity.
Homer Simpson of the TV series The Simpsons is the By not isolating yourself within your own group or
personification of this stereotype. culture, you allow yourself to be more fully a part of a
• Mexican stereotypes suggest that all Mexicans are multicultural society and thus a better communicator.
lazy and came into America illegally. ✓ Recognize how faulty education can impede
• All Arabs and Muslims are terrorists. understanding. It is important to identify and work to
• Italian or French people are the best lovers. eliminate any personal biases and prejudices you have
• All Blacks outside of the United States are poor. developed over the years. Determine, for example, the
• All Jews are greedy. extent to which your family and friends have influenced
• All Asians like to eat rice and drive slow. your feelings about persons from other cultural groups.
• All Irish people are drunks and eat potatoes. ✓ Make a commitment to develop communication skills
and abilities appropriate to life in a multicultural world.
Sexual Stereotypes, on the other hand, suggest that any
feminine man is gay and any masculine woman is a “While culture is a tie that binds, the creation of the
lesbian. Those who believe gay stereotypes may also global village makes it essential that you leave the
believe that homosexuality is immoral, wrong and an comfort of your cultural niche, become more
abomination knowledgeable of other cultures, and strive to be
culturally aware.”
PREJUDICE describes how we feel about a group of
people whom, more likely than not, we do not “It is important to familiarize yourself with the
personally know. A negative or positive pre-judgement, communication rules and preferences of members of
prejudice arises either because we want to feel more different cultures so that you can increase the
positively about our own group, or because we feel effectiveness of your communication encounters.”
others present a threat, real or not
Your ability to develop intercultural communication
EXAMPLES OF PREJUDICE skills depends in large part on how many of the
• In Colorado, a same-sex couple wanted to order a following promises you are willing to make:
cake for their wedding day. Based on his prejudice 1. I will make a commitment to seek information from
toward gay couples, the owner of the bakery refused to persons whose cultures are different from my own.
bake their cake. The issue was even taken to the 2. I will try to understand how the experiences of
Supreme Court in a ruling that sided with the baker. The persons from different cultures lead them to develop
baker claims he is not prejudiced but, rather, was simply perspectives that differ from mine.
abiding by his religious beliefs. 3. I will pay attention to the situation and the context
• Bullying is often caused by a prejudice against people when I communicate with persons from different
who are different. For example, the "cool kids" are cultures.
wearing a certain brand of clothing, so they pick on the 4. I will make every effort to become a more flexible
one kid who's wearing a dress she and her mom made? communicator
Just because she's different doesn't mean she should 5. I will not insist that persons from other cultures
have a target on her back. Of course, there are tons of communicate with me on my terms.
psychological reasons why kids are misguided enough to
bully, but it has its place in prejudice. HOW CAN WE UNDERSTAND EACH OTHER?
• Some parents will not approve of their children Always remember, that communication must be
marrying anyone of a different race or religion. placed into a framework of understanding or it is
Typically, these parents believe their ethnic or cultural meaningless. That framework is based on assumptions
background is superior to others, highlighting their from our home culture and any other cultures that we
have come into contact with. To bridge the intercultural ▰ The signifier (the physical/material) is directly
communication gaps, we should be familiar to the connected to the signified (concept), but the
different terms, expressions, and images reflecting relationship is at the interpreter's discretion.
different cultures because some aspects of intercultural ▰ Some examples are: sound signals (a knock at the
communication are somewhat embarrassing, door or a phone ringing), natural signals (smoke means
complicated, and mysterious to other cultures fire or footsteps means someone is approaching),
pointer signals (directions or a finger pointing) or
SEMIOTICS recordings (a film, TV show, photograph, or YouTube
Semiotics is the study of signs and symbols and their use video).
of interpretation. Usually, semiotic analysis studies the
roles of signs and the part they play on a social and Other Semiotic Terms to Know
cultural scale ▰ Denotation – the most basic literal meaning of a
“At one level, we all interpret signs every day of our sign. Denotative interpretations help associate the
lives, we negotiate the signage of human interactions, signifier (the physical/material) with the actual
purchases, work, travel etc. In most cases we do this definition of the signified (concept).
successfully because we have learned how to decode ▻ Example: a rose is a sign for a type of flower in a
and use the signs in our everyday lives.” garden.
▰ Connotation - the secondary, cultural meaning of a
WHAT IS A SIGN? sign. Connotative interpretations help associate the
A sign is the smallest unit of meaning. signifier (the physical/material) with emotions, feelings,
• In order to create or define a sign, you will need two or cultural “stories” of the signified (concept).
pieces: ▻ Example: a rose is a sign for passion or true love
1. The signifier (any material or physical form of the sign (think Romeo and Juliet or the enchanted rose in Beauty
– the object that exists) and the Beast)
2. The signified (a cultural or social concept that a ▰ Ideology – a set of ideas that create a culture's
signifier refers to – what it means) expectations, goals, and actions; in semiotics, this
relates usually to social or political issues.
▰ Paradigm – a set of associated signifieds (concepts)
or signifiers (the physical/material) which belong to the
same category;
▻ Example: when working with film and television, a
paradigm may include ways of transitioning, or moving,
• The diagrams above are examples of the “Sausserean” from a shot/camera angle (dissolve, cut, fade, etc.)
models (named after Ferdinand de Saussure, who ▰ Syntagm – a sequential chain that combines
helped create the model). interacting signifiers (the physical/material) and forms a
• The tree represents the concept of what we think meaningful whole within a semiotic text
about when we hear the word “tree.” (the signified) ▻ Example: courses to different meals – each meal
• The sound of the word “tree” - or reading the word in (breakfast, lunch, and dinner) holds a separate meaning,
print – brings up the mental image of an actual tree. so the sequential chain would dictate what courses to
(the signifier) serve.
• The line between the signified and signifier represents ▰ Mythology – the combination of paradigms and
the link the mind triggers whenever the two are placed syntagms that make up a well-told story with regards to
together. The arrows represent that constant cultural association
interaction between concept and sound/visual. ▻ Example: the American cowboy mythology/the Wild
TYPES OF SIGNS West mythology)
SYMBOLIC ▰ Semiotic situation – a moment when we try to make
▰ The signifier (the physical/material) does not sense of our surroundings and interpret one aspect
resemble the signified (concept), so the relationship based on the signs of our situation
between the two must be taught.
▰ Some examples of these are: traffic signs/traffic
lights, foreign language/sign language, national flags, Evaluating Messages of Different Types of Texts
punctuation, and Morse code. Across Cultures
▪ A “text” is not limited to something written down.
ICONIC ▪ Text can be a film, an artifact, anything in language
▰ The signifier (the physical/material) resembles the and culture that conveys meaning
signified (concept), so the relationship is obvious.
▰ Some examples are: a photograph or portrait of Multicultural literature serves as a powerful tool in
someone, a cartoon, a gesture, or a metaphor enabling students to gain a better understanding of
both their own culture and the cultures of others.
ICONIC Students therefore develop greater cognitive skills
as they learn to engage with and critically evaluate To conduct a media campaign, you need to answer
the texts that they read. the following questions:
▰ What is the overall purpose of the campaign?
WHAT IS MULTIMODAL TEXT? ▰ Who is your target audience?
Multimodal Text is the strategic use of two or more ▰ What is your call to action?
communication modes to make meaning. For example, ▰ How and who will deliver the message?
image, gesture, music, spoken language, and written ▰ When will you do it?
language.
• While the development of multimodal literacy is EVALUATING MESSAGES IN A MULTIMODAL TEXTS
strongly associated with the growth of digital • Evaluating messages/images is necessary to check the
communication technologies, multimodal is NOT truth, accuracy, and relevance of any information. Doing
synonymous with digital. so will develop or enhance your critical thinking skill
• A multimodal text can be: • Messages are constructions. Someone thinks long and
Paper - such as books, comics, posters. hard about any print or electronic message that is
Digital - slide presentations, e-books, blogs, e-posters, produced.
web pages, and social media, through to animation, film • Messages have unique forms, language, symbols, and
and video games. other features. The type of message determines the
Live - a performance or an event. form, language, symbols, and images that are used in it.
Transmedia - use of multiple delivery channels' through Guidelines in Evaluating Messages in Multimodal Texts
a combination of media platforms, for example, book, 1. What is the message?
comic, magazine, film, web series, and video game 2. What is the purpose of the message?
mediums all working as part of the same story 3. How is the message conveyed by the text
EXAMPLES OF MULTIMODAL TEXTS and/or image?
VIDEO ADVOCACY CAMPAIGN (VAC) 4. Who is the target audience of the message?
▰ A video for a reason, not about something. 5. What are the other ways of presenting the
▰ “Advocacy” refers to the process of bringing message?
about change in policies, law, or people's behavior and
attitudes.
▰ Video is the medium, advocacy is the purpose,
change is the goal.

Making an advocacy video requires:

• Setting specific objectives
• Identifying target audiences; and
• Developing a strategic plan for production and
distribution to ensure the video has impact.

PUBLIC SERVICE ANNOUNCEMENT(PSA)

▰ Any message that promotes the programs, services
or activities of any national government agencies or any
non-profit organization.
▰ Often in the form of commercial and print ads.
▰ Created to persuade an audience to take a favorable
action.
▰ Using media as a strategic tool to engage people to
create change.
How to make a PSA?
▰ Choose your topic
▰ Research
▰ Consider your audience
▰ Grab your audience's attention
▰ Make a script with few simple statements
▰ Find your audience and get their reaction

MEDIA CAMPAIGN (MC)

Media campaigns are planned series of newspaper
articles, television interviews, infographics, etc. that are
intended to achieve a particular aim.