Social Media and the Intercultural Society_v2

8/2/2019 Social Media and the Intercultural Society_v2

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SOCIAL MEDIAANDTHE

INTERCULTURAL SOCIETYAlyssa Hopp

Gadizsa Zselamart

Corporate communication in na intercultural context

December 2011


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https://www.youtube.com/watch?v=eDJTzWlgqoo&feature=player_embedded


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The next medium, whatever it isit may be the extension of

consciousnesswill include television as its content, not as its

environment, and will transform television into an art form. A

computer as a research and communication instrument could

enhance retrieval, obsolesce mass library organization,retrieve the individual's encyclopedic function and flip into a

private line to speedily tailored data of a saleable kind.

Marshall McLuhan (1962)


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A LITTLEOF HISTORY

Socialnetwork

Interaction betweenpeople

Personal

Social media(digital medium)


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STAGESOF COMMUNICATION

One-way communication

Centered

Distributed

Decentralized

Controlling the flow of information

Mediaton of information

Opinions developerFree flow of information

Low

High

Degree ofnetworksfreedom


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SOCIAL MEDIA Relationship

Network Society

Castells (1999)

The information age

Castells (1999)

Dialogue

Share

information

Boyd and

Ellison, (2007)

Infinite


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CORPORATE COMMUNICATIONSCHALLENGES

PR roles (Gregory, 2010)

Intercultural Communication

Official language

Low context society x high context society

Lewis Model

http://www.cultureactive.com/help/demo.html
http://www.cultureactive.com/help/demo.htmlhttp://www.cultureactive.com/help/demo.html


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SOCIAL MEDIAAND CULTURE

Poststructural approach ( Collier & Thomas,1998)

Distinct from one culture one another

Functionalist approach (Samovar, Porter &

Jain, 1981) Language as a barrier


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TOYOTA

ohttp://www.facebook.com/pages/Toyota/76314529121
http://www.facebook.com/pages/Toyota/76314529121http://www.facebook.com/pages/Toyota/76314529121


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HOWSOCIALMEDIACANFINDPEOPLESNEEDS?


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MARKETING


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MARKETINGINSOCIALMEDIA

Relationship


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SOCIALMEDIAISANENVIRONMENTOFCOMMONVALUES, EXPERIENCIES

Adapted from Kiso, R., 2010


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TECHNIQUES

Attract attention, engage minds, trigger emotions, and change

what people think. All of which can lead to sales. Or votes. Or clicks.

Advertising techniques can influence behavior.

52!

6 groups

Persuasive

Dramatic

Positioning

Engagement

Direct response

Branding


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ExperiencesExperiences

NewNew


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SUCESSFUL CASES

Tippex experience (2010)

Viral video in youtube

Engagement/ persuasive

http://www.youtube.com/user/tippexperience

Case study

http://www.youtube.com/watch?v=PkJSw-SMZVE
http://www.youtube.com/user/tippexperiencehttp://www.youtube.com/watch?v=PkJSw-SMZVEhttp://www.youtube.com/watch?v=PkJSw-SMZVEhttp://www.youtube.com/watch?v=PkJSw-SMZVEhttp://www.youtube.com/watch?v=PkJSw-SMZVEhttp://www.youtube.com/watch?v=PkJSw-SMZVEhttp://www.youtube.com/user/tippexperience


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NOTTOOSUCCESSFULCASES

Toyotas Facebook

http://www.facebook.com/toyota http://www.facebook.com/toyota.aus

http://www.facebook.com/ToyotaID
http://www.facebook.com/toyotahttp://www.facebook.com/toyota.aushttp://www.facebook.com/ToyotaIDhttp://www.facebook.com/ToyotaIDhttp://www.facebook.com/toyota.aushttp://www.facebook.com/toyota


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CHALLENGES

It is not about the right message, but the rightresponse (Hall and Hall)


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BIBLIOGRAPHY

Boyd, D., Ellison, N., 2007. Social Network Sites: Definition, History, and Scholarship.

Journal of Computer Mediated Communications, vol 13 Available at

Accessed [

15 november 2011].

Castells, M., 1999. Information, technology, globalization and social development

Castells, M., 1999. Materials for an exploratory theory of the Network Society

Castells, M., 2003. The interaction between information and communication

technologies and the network society: a process of historical challenge

Castells, M., 2007. Communication, power and counter-power in the network society

Gregory, A., 2010. Planning and managing Public Relations campaigns. 3rd edition,

Kogan Page, London.

Hofsted, Individualism x coletivism. Available at

http://www.youtube.com/watch?v=sxM3L2Po6Qk&feature=mfu_in_order&list=UL

Accessed [15 november 2011].
http://www.youtube.com/watch?v=sxM3L2Po6Qk&feature=mfu_in_order&list=ULhttp://www.youtube.com/watch?v=sxM3L2Po6Qk&feature=mfu_in_order&list=UL


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Hon, L.C., & Grunig, J. E., 1999. Guidelines for measuring Relationships in PublicRelation. Instute for Public Relations. Available at

http://www.aco.nato.int/resources/9/Conference%202011/Guidelines_Measuring_Relationships%5B1%5D.pdf> Accessed [21 november 2011]

Jensen, I., 200? The practice of intercultural communication reflections forprofessionals in cultural messages, Journal of intercultural communications, Issue 6,february 2003- may 2004.

Mcluhan, M.H. & Quentin, F., 1967. The Medium is the Massage: An Inventory of Effects.

New York: Batham Books Mcluhan, M.H., 1964. Understanding Media: The Extensions of Man. New York: McGraw-

Hill

Morley, D. & Robin K., 1995. Spaces of identity: global media, eletronic landscapes andcultural boundaries. Routledge, London.

Sriramesh, K., (n.d.) Globalisation and Public Relation: an overview looking to the future

[Internet] Available from.Accessed [21 November 2011].
http://www.aco.nato.int/resources/9/Conference%202011/Guidelines_Measuring_Relationships[1].pdfhttp://www.aco.nato.int/resources/9/Conference%202011/Guidelines_Measuring_Relationships[1].pdfhttp://www.prismjournal.org/fileadmin/Praxis/Files/globalPR/SRIRAMESH.pdfhttp://www.prismjournal.org/fileadmin/Praxis/Files/globalPR/SRIRAMESH.pdfhttp://www.aco.nato.int/resources/9/Conference%202011/Guidelines_Measuring_Relationships[1].pdfhttp://www.aco.nato.int/resources/9/Conference%202011/Guidelines_Measuring_Relationships[1].pdfhttp://www.aco.nato.int/resources/9/Conference%202011/Guidelines_Measuring_Relationships[1].pdf


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WHATDOESSUCCESSMEAN?

http://www.youtube.com/watch?v=dRDhx8Lo37E&feature=player_embedded
http://www.youtube.com/watch?v=dRDhx8Lo37E&feature=player_embeddedhttp://www.youtube.com/watch?v=dRDhx8Lo37E&feature=player_embedded


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THANKYOU!


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http://www.slideshare.net/mentesdigitais/o-poder-das-mdias-sociais-por-andretelles

http://www.pontomidia.com.br/raquel/arquivos/o_que_e_midia_social.html

http://www.cultureactive.com/help/demo.html

Great to support failure cases
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Points of interaction

COMPANY PUBLICS

CommonExperiences

COMURCESORK


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Technological systems evolvegradually to the point where a majorqualitativechange or technological revolution occurs,

usheringin a new technological paradigm thatintegratesdiscoveries into a coherent system ofrelationshipscharacterised by synergy.

CASTELLS, Manuel (2003):

http://blog.nielsen.com/nielsenwire/

Facebook adds more than 600,000 peopleevery day

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Social Media and the Intercultural Society_v2