For this final assignment you will be looking at the interaction between media and culture through a practical exercise in cultural adaptation. You are to choose one of the two scenarios outlined below and write a short researched-based report providing advice to the client. In each case, you have to choose a culture that is significantly different to the one you are familiar with and conduct detailed research into the relevant characteristics of that culture.
Scenario One: Advertising
You are working as a communications consultant for a global marketing firm, and have been asked to advise the creative team on how change an existing campaign to cater to the cultural norms of a new market. Using cultural schema theory as a basis, you will write a report that
A Identifies the key schema that are relevant to the campaign.
B Identifies 4-5 key changes that need to be made based on the schema you have identified.
For this exercise you can chose the campaign and the culture it will be adapted to, but it is strongly recommended that you check on the suitability of your choices with the teaching team before proceeding.
Scenario Two: Journalism
You are an intercultural communications consultant brought in to advise local journalists about to be sent to an unfamiliar culture. Your job will be to provide advice on how to communicate most effectively with interview subjects during their posting. Using Communication Accommodation Theory as a basis, you should write a report that
A Identify common communication practices in the destination culture
B Advises the journalists on communication strategies they might use to ensure their posting is successful.
For this exercise you can chose the news agency the journalists work for and the culture they will be working in, but it is strongly recommended that you check on the suitability of your choices with the teaching team before proceeding.
The key to this assignment is the ability to find good quality information about the culture you are investigating, so you should do some initial scoping research before you settle on an idea. The best approach is often to do a general web search to identify basic information and then follow up with an academic search to obtain more detailed, credible material.
The goal of this assignment is to assess
Your ability to apply theory to practical scenarios
Your ability to find appropriate sources of information and to use them effectively
Your writing strengths and weaknesses
As this is a new assessment item, I have created sample materials to help you see what we are looking for (ATTACHED EXAMPLE IN FILE)
Once you have picked your topic, I can share a few relevant references from the courses modules, they do not all however have to come from the course module, there should be independant research done here.
