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Anneke van der Voort-Kruk, Lecturer / coordinator internationalisation, Academy for Digital Entertainment, NHTV University of Applied Sciences, The Netherlands. H ow to promote the value of cultural diversity in commercial communications education and in agencies. Content.

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  1. Anneke van der Voort-Kruk, Lecturer / coordinator internationalisation, Academy for Digital Entertainment, NHTV University of Applied Sciences, The Netherlands. How to promote the value of cultural diversity in commercial communications education and in agencies

  2. Content • Cross cultural diversity in education • Diversity in design • An agency’s perspective

  3. Survey: current ‘international status’ Preparing for an international career… important? • Globalisation • Companies are becoming more international • A national career is too limited

  4. Survey: current ‘international status’ What (cross cultural) knowledge and skills should students have after graduation? • Languages (English) • Cross cultural differences • Int. history, culture, advertising, media. • Certain degree of int. work experience • Open to ideas, new ways of working • Be able to produce for an international market • Cross cultural communication skills

  5. Survey: current ‘international status’ How do they acquire these skills/knowledge? • Internationalisation ‘at home’: - foreign lecturers (5 – 30%) - foreign students (5 - 15%) • - visiting foreign lecturers • - English courses/courses in English • - Courses cross cultural communication • Going abroad • - exchange • - traineeships • - final year abroad • - short term projects abroad

  6. The cross cultural competence • Intercultural Sensitivity • Attend to signals, explore perspectives, reflect upon judgments, stay flexible • Intercultural Communication • Involve others, modulate communicative style, need for control • Building Commitment • Secure impact, persuade and convince in diverse settings, integrate different people and personalities • Preference for Certainty • Manage the need for certainty, move beyond what is known Www.irc-center.com/www.ibinet.nl

  7. Intercultural Readiness Check http://www.irc-center.com

  8. Intercultural Readiness Check Could be used: • To assess students’ cross cultural entry level • To advise students before their stay abroad • As a basis for courses on cross cultural communication

  9. ‘International classroom’ • Different contexts coming together • Often majority rules • Exclusive instead of inclusive thinking

  10. International classroom “The evocation of a symbolic third space in which a rich, complex and local, international learning environment can be explored; It enunciates new and promising areas in education and research.” (Vincent Platenkamp, NHTV)

  11. International classroom Research areas: • Teaching procedures (assessment criteria, assignments, etc.) • Group work • Learning attitudes of students • Differences in didactics • Differences in school systems • International youth culture / student life

  12. Question to the audience How to benefit from this international ‘playground’ so students are well prepared for an international career where they encounter a similar international environment?

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