Intercultural Communication
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CMST340ContinuumPrincipleChapter6.pptxCMST 340 Continuum Principle Chapter 6
“Can we prove that “IC” can somehow combine both uniqueness and sameness of meaning?
“DISTANCE!”
CMST 340 Continuum Principle
Cultural “Global” Dimensions
(p.136 & 137)
How many??
1. Individualism/ Collectivism
(degree people integrated into groups)
2. High Power Distance/Low Power Distance
(degree accept & expect power distributed unequally)
3. Masculinity/ Femininity
(degree of gender roles emphasized)
4. Uncertainty- Avoiding/ Uncertainty- Accepting
(degree of uncomfortable/accepting ambiguity)
5. High-Context Comm./ Low-Context Comm.
(degree which info. “Context/Text” in message in contextualized, how people construct messages)
CMST 340 Continuum Principle
5 Specific tasks:
How people respond to the group
How people respond to authority
How people respond to traditional gender roles
How people respond to ambiguity
How people respond to messages
CMST 340 Continuum Principle
Continuum: a continuous extent…a simple “line”
Overcome “Binary Thinking” (either/or)
to “both/and”, “more or less”.
(fig. 1 & 2p. 143)
(fig. 3 & 4 p. 144)
(fig. 5 p. 145)
(fig. 6-9, 19 p. 146)
CMST 340 Continuum Principle
“IC” Digital and Analogic Comm.
Digital: distinct and separate:
N- discrimination, avoidance, arms-length prejudice
P- sensitivity, acceptance, empathy
Analogic: a degree of likeness: time
(digital: digital clock, analogic: analog clock)
“IC” is both digital and analogic
CMST 340 Continuum Principle
Continuum principle Defined:
Connectedness and compactness space…cultures engaged in interaction
Digital nature…distinct symbols
Analogic nature…degree of likeness
“IC” is a process whereby people from different cultures continually construct a shared space where meanings are discernible by their distance from each other.
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sstewart (s) -
CMST 340: Continuum Principle
Short Definition:
Continuum Principle is construct shared space, finding meaning through the distance from each other.
CMST 340 Continuum Principle
CASE STUDY: “The 1999 Coca-Cola Scare in Europe”
Summary of incident
Discuss:
“IC” as a shared space in this incident
Reasons for different cultural responses to the crisis
Continuous nature of “IC”
