Universität Wien
Warning! The directory is not yet complete and will be amended until the beginning of the term.

220029 VO SPEZI: VO ETHNI Media and Ethic Minorities (2023S)

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

Update:
The units on the 2nd of June and 9th of June are cancelled!

  • Friday 17.03. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 24.03. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 31.03. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 21.04. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 28.04. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 05.05. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 12.05. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 19.05. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 26.05. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 02.06. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 09.06. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 16.06. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG
  • Friday 23.06. 09:45 - 11:15 Seminarraum 8, Währinger Straße 29 1.OG

Information

Aims, contents and method of the course

TRANSCULTURAL COMMUNICATION
When working in communication within one’s own society, communication, PR 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 cars 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 10 open questions:
3 questions requiring detailed explanations of the concepts discussed as well as own examples (0-11 points each)
4 questions testing comprehension (0-3 points each)

Minimum requirements and assessment criteria

Passing grade: at least 50% of possible points.

Presence exam (open questions):

1: >= 87% (39,5 points)
2: >= 75% (33,5 points)
3: >= 63% (28,5 points)
4: >= 50% (22,5 points)
5: < 50% (0-22 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

Examples of transcultural communication strategies (for self-study) will be suggested throughout the semester.

Association in the course directory

Last modified: Tu 19.09.2023 09:47