Introduction
This assignment explores various concepts and theories related to culture and
international communication, with a specific focus on the African context. Through a
critical examination of different approaches to culture, global public relations, and power
dynamics in South Africa, this assignment demonstrates the complexities and nuances of
cultural dynamics in a globalised world. By applying theoretical frameworks and concepts
to real-world scenarios, this assignment highlights the importance of effective
communication and cultural understanding in navigating diverse cultural environments.
Question 1
The definition of culture posited by Martin et al. (2013, p. 22) underscores the multifaceted
nature of this concept, delineating it as "learned patterns of perceptions, values and
behaviours, shared by a group of people that are dynamic and heterogeneous." Upon closer
examination, two distinct approaches to culture emerge from this definition, each offering
valuable insights into the complexities of cultural dynamics.
Approach 1
Culture as Learned Patterns of Perceptions, Values, and Behaviours
The first approach conceptualises culture as a set of acquired patterns that influence an
individual's perceptions, values, and behaviours (Martin et al., 2013). This perspective
posits that culture is learned through socialisation and experience, playing a significant
role in shaping individual and collective identity (Hall, 1976).
Example
Cultural norms and values can profoundly impact how individuals communicate, interact,
and perceive the world around them (Gudykunst & Ting-Toomey, 1988). By acknowledging
the role of learned patterns in shaping cultural identity, this approach highlights the
, importance of understanding cultural differences in order to navigate diverse social
contexts effectively.
Approach 2
Culture as Dynamic and Heterogeneous
In contrast, the second approach emphasises the dynamic and diverse nature of culture,
acknowledging that cultures are constantly evolving and that there can be multiple
perspectives and experiences within a single culture (Martin et al., 2013). This perspective
recognises that cultural identity is complex and multifaceted, and that individuals can
belong to multiple cultural groups simultaneously (Ting-Toomey, 1999). By highlighting the
dynamic and heterogeneous nature of culture, this approach encourages us to think
critically about the complexities of cultural experiences and the ways in which cultural
identities are negotiated and constructed.
Comparison and Contrast
While both approaches offer valuable insights into the nature of culture, they differ in their
focus. The first approach focuses on the content of culture, highlighting the role of learned
patterns in shaping individual and collective identity (Martin et al., 2013). In contrast, the
second approach emphasises the nature of culture, underscoring its dynamic and
heterogeneous characteristics (Martin et al., 2013). By considering both approaches, we
can gain a more nuanced understanding of the complex and multifaceted nature of culture.
This assignment explores various concepts and theories related to culture and
international communication, with a specific focus on the African context. Through a
critical examination of different approaches to culture, global public relations, and power
dynamics in South Africa, this assignment demonstrates the complexities and nuances of
cultural dynamics in a globalised world. By applying theoretical frameworks and concepts
to real-world scenarios, this assignment highlights the importance of effective
communication and cultural understanding in navigating diverse cultural environments.
Question 1
The definition of culture posited by Martin et al. (2013, p. 22) underscores the multifaceted
nature of this concept, delineating it as "learned patterns of perceptions, values and
behaviours, shared by a group of people that are dynamic and heterogeneous." Upon closer
examination, two distinct approaches to culture emerge from this definition, each offering
valuable insights into the complexities of cultural dynamics.
Approach 1
Culture as Learned Patterns of Perceptions, Values, and Behaviours
The first approach conceptualises culture as a set of acquired patterns that influence an
individual's perceptions, values, and behaviours (Martin et al., 2013). This perspective
posits that culture is learned through socialisation and experience, playing a significant
role in shaping individual and collective identity (Hall, 1976).
Example
Cultural norms and values can profoundly impact how individuals communicate, interact,
and perceive the world around them (Gudykunst & Ting-Toomey, 1988). By acknowledging
the role of learned patterns in shaping cultural identity, this approach highlights the
, importance of understanding cultural differences in order to navigate diverse social
contexts effectively.
Approach 2
Culture as Dynamic and Heterogeneous
In contrast, the second approach emphasises the dynamic and diverse nature of culture,
acknowledging that cultures are constantly evolving and that there can be multiple
perspectives and experiences within a single culture (Martin et al., 2013). This perspective
recognises that cultural identity is complex and multifaceted, and that individuals can
belong to multiple cultural groups simultaneously (Ting-Toomey, 1999). By highlighting the
dynamic and heterogeneous nature of culture, this approach encourages us to think
critically about the complexities of cultural experiences and the ways in which cultural
identities are negotiated and constructed.
Comparison and Contrast
While both approaches offer valuable insights into the nature of culture, they differ in their
focus. The first approach focuses on the content of culture, highlighting the role of learned
patterns in shaping individual and collective identity (Martin et al., 2013). In contrast, the
second approach emphasises the nature of culture, underscoring its dynamic and
heterogeneous characteristics (Martin et al., 2013). By considering both approaches, we
can gain a more nuanced understanding of the complex and multifaceted nature of culture.
