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BACC COSC7311

BACC COSC7311. Learning Unit 11: Communication and culture. Glossary of terms. Cultural conflict When the norms and rules of a person’s culture conflict with those of ‘conventional society’ Cultural convergence Cultures becoming similar in beliefs, values and aspirations

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BACC COSC7311

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  1. BACC COSC7311 Learning Unit 11: Communication and culture

  2. Glossary of terms • Cultural conflictWhen the norms and rules of a person’s culture conflict with those of ‘conventional society’ • Cultural convergenceCultures becoming similar in beliefs, values and aspirations • Cultural imperialismA practice of one culture to increase its influence over another to gain control or increase its power • MulticulturalismCommunities containing multiple cultures, such as South Africa

  3. Five (5) strategies (ways) to protect cultural autonomy (i.e. protecting a culture from external influences)Kamalipour 2007: 302 - 308 • Quotas“An official limit on the number or amount of external cultural products/ services to be imported to a country.”Example: The “Television Without Frontiers” directive adopted by the European Union in 1989; the directive imposed the quota that more than half of a member country’s programming schedule be European. France supported this directive as it has a protectionist cultural policy: e.g. no more than 40% of films screened come from outside Europe.- It is difficult, in today’s world, to enforce quota’s without appearing to be undemocratic.

  4. Subsidies“Money that is paid (usually by a government) to keep the price of a cultural product or service low to assist in the functioning – i.e. a grant or gift of money”.Example: In 1999, the Italian government invested $ 94 million in 70 local films after the film Life is Beautiful won a Best Picture Academy Award.- With the volume of films and other cultural products from the West, subsidies often do not show an impressive return on investment and also fail to establish a sustainable and autonomous local cultural industry.

  5. Regional Alliances (including Co-productions)When two or more countries collaborate in producing a cultural product/ service such as a television series or film. Often bilateral agreements between states favour co-productions.Example: The European MEDIA project is a regional alliance, where loans and subsidies in the region are collected to support local projects by member states. - Currently the World Trade Organisation (WTO) determine the import taxes and state subsidies.

  6. Adaptations“A cultural product/ service which is adapted – especially a movie, book or play – so that it can be presented to local audiences”.Audiences prefer programming in their own language; because a country might not have enough money to fund their own programmes, they buy the rights to an imported television series or film and adapt it to the local language and culture.Example: Survivor and Big Brother being reimagined as Survivor SA and Big Brother SA Offensive translation (what other languages sound like to a Britton): Catherine tatapgversion.wlmp

  7. Resistance“A refusal to accept new cultural products from outside sources”.Example: In Brazil, the Kayapo indigenous people have started recording their own stories, dances, history and customs electronically (video recordings, etc) as a way to resist the influence of outsiders and the threat to their way of life

  8. Does mass media serve as a help or a hindrance of intercultural communication?Kamalipour 2007: 308 – 309; 310 - 312 Arguments:

  9. …the argument continues

  10. What influences has media had on hybrid cultures?Kamalipour 2007: 312 - 314 Hybrid cultures refer to: “a variety of ethnic groups coming together in a geographic space to form a ‘melting pot’; cultures loose some of their identity and acquire some characteristics of other cultures”. The media has helped cultures to not assimilate completely; think of community newspapers in indigenous languages. However, when moving to another cultural region, the media has helped people to modify their cultures to adapt to their new community through the cultural transmission function of the media. The thing to remember is that culture is fluid and changes and evolves constantly.

  11. Class discussion: Make notes on the following questions: • How does mass media in South Africa hinder intercultural conflict resolution? • What hybrid cultures exist in South Africa? • What influence does media have on hybrid cultures in South Africa? • Analyse Big Bang Theory (Lorre, American series) in terms of America’s approach to hybrid cultures.

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