跨文化交际重点梳理

..>DefinitionofcultureCultureisthetotalaccumulationofbeliefs,customs,values,institutionsandmunicationpatternsthatareshared,learnedandpassedthroughthegenerationsinanidentifiablegroupofpeople.Characteristicsofculture(10)1、CultureissharedCultureisasystemofsharedvaluesbeliefsorpatternsofbehaviorsheldinagroup,organizationorsociety.Itisnotpropertyofanyindividual.2、cultureiscumulativeHumanbeliefs,artsetc.areresultsofmanygenerations.Everygenerationscandiscoverthenewthings.Thenewknowledgeareaddedtowhatwaslearnedinpreviousgenerations.3、cultureislearnedCultureisnotinherentwithanypeople.Culturecannotbegeneticallyandautomaticallypasseddownfrompreviousgenerations.Anditshouldbetaughtandlearnedbypeople.4、cultureisadaptiveCultureiscreatedbyhumans.Humanshavetoadapttheenvironment.thusisindevelopmentbearsthetraitofbeingadaptive5、cultureisdynamicAtthesametimethatnewcultureareadded,andtheoldonesarelostbecausetheyarenolongeruseful.6、cultureissymbolicSymbolsgenerallyserveasmunicativetoolsforamultitudepurposes,onapersonsaswellasculturelevel.7、cultureisrelationalCultureisanorganicwhole.Alltheponentsofcultureareinterlinked.8、cultureisimplicitande*plicitSomelayerscultureareeasytobeobserve,likeeating,dressing,talking.Buttheideasunderlyingthebehaviorsaregenerallyhardtoknow.Manyscholarslabelthecultureasiceberg.9、cultureisuniversal10、cultureisdiversifiedHall’sdimensionsHighconte*tHigh-conte*tmunicationreliesheavilyonnonverbal,conte*tualandsharedculturalmeanings.Themeaningsarenotfullye*pressed.Meaningsaredeterminedby"how〞thingsaresaid,ratherthan"what〞issaid.日本欧洲东部和南部阿拉伯CollectivismLowconte*tVerbalcodesratherthantheinformationimpliesClearstraightandto-the-pointmunication美国德国斯堪的纳维亚IndividualismMonochromiccultureDoonethingatonetime,Concentrateonthejob,taketimeseriously,low-conte*tandneedinformation,mittothejob,religiouslytotheplans,notdisturbingothers,seldomborroworlendthings,emphasizepromptnessPolychromiccultureDomanythingsatonce,subjecttointerruptions,considertimemitmentsanobjectivetobeachieved,high-conte*tandalreadyhaveinformation.Changeplansoften.Emphasizetherelationships.Triandis’sindividualism&collectivismIndividualismFostersindependenceandindividualachievement,Promotesself-e*pression,personalchoice,individualthinkingAssociatedwithegalitarianrelationshipsandfle*ibilityinrolesUnderstandthephysicalworldasknowableapartofhumanlifeCollectivismInterdependenceandgroupsuccessPromotesadherencetonormsAssociatedwithstable,hierarchicalrolesSharedproperty,groupownershipElementsofmunicationSource(sender)EncodingMessageMedium(channel)ReceiverDecodingResponseFeedbackGrice’scooperativeprincipleQuantityma*imMakeyourcontributeasinformativeasisrequiredforthecurrentpurposeofe*change.Donotmakeyourcontributionmoreinformationthanisrequired.〔量的准则——话语提供充分而不多余的信息〕Qualityma*imMakeyourcontributionisture〔质的准则——话语的容是真实的〕Relationma*imBerelevant〔关系准则——话语与话题有关，即与所要实现的意图有关〕Mannerma*imBeperspicuousAvoidobscurityofe*pressionAvoidambiguityDebriefandorderly(方式准则——说话要清楚明白、简洁而有条理)Brown&levinson’sfacetheoryFaceissomethingthatisemotionallyinvested,canbelost,maintained,orenhanced,andmustbeoftenattendedtoinmunicationPeoplecooperatewhilemaintainingfaceininteraction.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:negativefacePositivefaceThoughtpatternsFielddependence场依存性HolisticthinkingeasternpeoplePerspectiveofthewhole,alltherelevantpartstakeintoaccount.EasilyinfluencebyothersFieldindependence场独立性AnalyticthinkingwesternpeopleDivindingthewholeintopartstoanalyzethefeaturesorrelationsbetweenthepartsHardlyinfluencebyothersEastern:field-dependence,holisticthinking,high-conte*tWestern:field-independence,analyticthinking,low-conte*tPhasesofnegotiationPreparation准备Non-tasksounding非任务测探Task-orientede*changePersuasion劝说ConcessionConclusionponentsofabrandBrandname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SWOTanalysisStrengthsWeaknessesOpportunitiesThreatsInterculturaladvertisingstrategiesStandardizationstrategyConveyande*tendthesameadvertisingmessagetodifferentmarketsandculturesKeypoint:DealwiththedifferentmarketsusingthesamemassageE*ample:MarlboroPhilips优点：reinforcethecorporateimageSavingenergyBeconvenienttomanageparedwithseveralads缺点:unlikelytobeadaptivewithoutchangetoallforeigncultu