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Global strategic communication. Media, activism, and culture. Plan for today. Global variables in strategic communication I ( culture, media, activism, political economy ). Activity: 20 min. Go to twitter and search for # WhyIStayed
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Global strategic communication Media, activism, and culture
Plan for today • Global variables in strategic communication I (culture, media, activism, political economy)
Activity: 20 min • Go to twitter and search for #WhyIStayed • Analyze the last 50 tweets and determine how users discuss domestic abuse • Are there any cultural differences in the way users communicate?
Culture • Social media campaigns focus around ISSUES/INTERESTS that cross geographical boundaries • Online communication + culture social construction of an issue the definition of the issue incorporates cultural perspectives • Should we still take into account cultural differences? How?
Public segmentation no longer enough • Intersectionality socio-psychological approach • Deloitte (2013) inclusion = 1. fairness and respect and 2) value and belonging. • self-reflexivity + active listening • John Oliver companies on Twitter
Hofstede cultural dimensions • Collectivism vs. individualism • Long-term orientation vs. short-term orientation • High vs. low male dominance • High vs. low uncertainty avoidance • High vs. low power distance • Indulgence vs. restraint • Country Comparison
Hofstede’s cultural dimensions • 100% reliable or not?
Traditional Media • Authoritarian approach (The state views media as its instrument at all times.) • Libertarian approach (The media are free from any form of control.) • Social responsibility approach (Media are free but should observe professional norms) • Ownership (private; owned by political parties; funded by the government through license fees)
Activism • High vs. low • Societal, economic, and historical factors determine the level of activism within a country
Wrap up • Culture, media, activism and strategic communication • Next class: political economy and strategic communication