Universität Wien

220029 VO SPEZI: VO ETHNI Media and Ethic Minorities (2021S)

3.00 ECTS (2.00 SWS), SPL 22 - Publizistik- und Kommunikationswissenschaft
MIXED
Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).
Register/Deregister for this course

Details

Language: German

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

Die LV ist als Hybride-Lehre geplant!

  • Friday 19.03. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 26.03. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 16.04. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 23.04. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 30.04. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 07.05. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 14.05. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 21.05. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 28.05. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 04.06. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 11.06. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 18.06. 09:45 - 11:15 Hybride Lehre
    Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 25.06. 09:45 - 11:15 Hybride Lehre

Information

Aims, contents and method of the course

TRANSCULTURAL COMMUNICATION
When working in communication within one’s own society, communication experts are familiar with communication habits of the target audiences as well as patterns of decision making and attitude change. We understand the media environment and which arguments and images resonate with the recipients and how to measure success.

If communication experts are requested to reach out to a completely different culture and society, they often rely on their previous experiences. They figure if something worked well in Europe, it can be just as well applied in Afghanistan, Nigeria or Kazakhstan.

Such a one-size-fits-all approach will lead to disasters, both in commercial advertising and in Non-profit campaigns. For example:
• A campaign against child marriages in India and a campaign promoting sports for children in the EU both address parents and their parenting goals but they obviously need to be structured in different ways
• The brand of Volvo has a different profile in Scandinavia and in China, therefore commercials need to differ considerably.

Transcultural Communication also plays a crucial role in an emerging field of communication in the context of humanitarian operations known as “Communicating with (affected) Communities”. These are outreach methods addressing persons in crisis regions, war situations and in migration contexts.

In this course, we will explore how communication works in different cultures, discuss topical real-life examples and listen to practitioners.

Assessment and permitted materials

A few minor exercises and reading tasks during the term.
For the final exam you will get (1 point each)
3 questions testing comprehension (0-3 points each)
4 questions requiring detailed explanations of the concepts discussed as well as won examples (0-9 points)

Minimum requirements and assessment criteria

Passing grade: at least 50% of possible points

Examination topics

Content of the lectures and your notes
Note that the PowerPoint slides only contain keywords and will not do as your learning tool.

Reading list

Reading tasks during term

Association in the course directory

Last modified: Fr 12.05.2023 00:20