week 7 Flashcards
(16 cards)
What are National Cultural Values?
Dimensions used to describe and compare the values of different national cultures, notably associated with Geert Hofstede’s work.
What is Essentialism?
The view that culture is a stable, inherent attribute of a person, often tied to national identity.
Who is Hofstede?
Geert Hofstede, a Dutch psychologist whose work on national cultural dimensions is influential but also widely criticized in intercultural communication studies.
What is Banal Nationalism?
The everyday, often unconscious, reproduction of national identity, sometimes perpetuated by intercultural advice literature.
What is Language Work / Cultural Labour?
Jobs where a significant part of the work involves using language, communication skills, or performing cultural authenticity, often commodified in the service economy.
What is Globalese / Non-language?
A term for a uniform, centrally controlled register of global brand names and corporate communication, often using English, which can be perceived as empty of local specificity and potentially alienating.
What is Mock Spanish?
The use of invented or stereotypical Spanish words and phrases, often in advertising, which can index the user as cosmopolitan but also contribute to racist discourse about Spanish speakers.
What is Superdiversity?
The presence of multiple cultural value systems within a society, often resulting from migration or historical factors like colonization.
What is the Rainbow Nation (RN)?
The socio-political ideology adopted in post-apartheid South Africa emphasizing inclusivity, diversity, and respect for all cultural groups.
What is Neo-Institutional Theory (NIT)?
A framework used to understand how organizations and marketplace strategies are shaped by and participate in the construction of social reality through regulative, normative, and cultural-cognitive pillars.
What is Legitimacy?
The institutionalization and acceptance of meanings and norms concerning social life, achieved across regulative, normative, and cultural-cognitive dimensions, and potentially a pragmatic dimension.
What is Brokering (Marketing as Broker)?
The role of marketing in bridging ideologies and lived realities by creating and managing meanings that shape consumer experiences and intercultural relations.
What is Intercultural Marketing?
A proposed superdiversity approach focused on brokering meanings of convivial intercultural engagement and collective development of societal welfare goals, going beyond ethnic and multicultural marketing.
What is Conviviality?
Conceptions and spaces of intercultural camaraderie and engagement arising from individuals’ interactions in a superdiverse community.
What is Ethnic Marketing?
A marketing strategy targeting specific ethnic minority groups based on their unique characteristics.
What is Multicultural Marketing?
A marketing strategy aiming to engage simultaneously with multiple cultural segments within one campaign.
