Universität Wien

220029 VO SPEZI: VO ETHNI Media and Ethic Minorities (2025S)

3.00 ECTS (2.00 SWS), SPL 22 - Publizistik- und Kommunikationswissenschaft
Moodle
Fr 02.05. 09:45-11:15 Seminarraum 5, Währinger Straße 29 1.UG

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Details

Language: German

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

Syllabus – ETHNI Transcultural Communication
14.03.2025 Introduction, Personal Experiences
21.03.2025 Campaign Blunders – Why Things Can Go Wrong
28.03.2025 Culturally Sensitive Marketing – How to Do It Right
04.04.2025 Interculturality/Transculturality, Hofstede’s Cultural Dimensions – Part 1
11.04.2025 Hofstede’s Cultural Dimensions – Part 2
02.05.2025 Low-Context and High-Context Communication, Culture Map, Sinus Milieus
09.05.2025 Stereotypes, Prejudices, Othering
16.05.2025 Guest Lecture: Marcello Demner
23.05.2025 Humanitarian Communication (Migration, Development Cooperation, Disaster Relief) – Part 1
30.05.2025 Humanitarian Communication (Migration, Development Cooperation, Disaster Relief) – Part 2
06.06.2025 Guest Lecture: Ernst Tradinik (Inclusive Media Work)
13.06.2025 Guest Lecture: Lansky/Jarosch
20.06.2025 Guest Lecture: Dr. Suad Mohamed, Jamal Mataan MA – Community Work with the Somali Diaspora in Austria
27.06.2025 First Examination Date

Guest Lecturers (Short Bios)
MARCELLO DEMNER
Studied Business Management and Communication in London, New York, and Milan. In the U.S., he made a name for himself as a filmmaker, winning multiple awards, including the Palme d’Or in Cannes.
In 2015, he returned to Vienna and joined Austria’s leading advertising agency Demner, Merlicek & Bergmann / DMB, where he is a member of the executive board, heading the New Business and Development department.

Dr. SUAD MOHAMED
A pharmacist with a Ph.D., an employee of the Red Cross, and a lecturer, particularly on health topics such as female genital mutilation. Originally from Somalia, she has lived in Pakistan, Saudi Arabia, and Syria.
During the COVID-19 pandemic, she gained widespread recognition as a health influencer in the Somali diaspora.

JAMAL MATAAN
Studied Theatre Studies in Vienna and works in refugee counseling. He is also a student at the Danube University Krems at the Institute for Migration and Globalization.
He has been active in various organizations such as Somal21, has researched the Somali diaspora, and is engaged as a community worker.

Dr. GABRIEL LANSKY
An Austrian lawyer specializing in business law, human rights law, and criminal defense. He is the founder and managing partner of LPG Lawyers, one of Central Europe’s largest international business law firms, with over 100 employees from more than 20 countries and offices worldwide.
His firm advises major clients in business and politics in Austria and internationally. Additionally, Lansky regularly takes on pro bono human rights and refugee cases and is actively involved with Amnesty International.

Dr. GERHARD JAROSCH
A prominent Austrian lawyer, known for his work as a prosecutor, President of the Austrian and International Association of Prosecutors, and his tenure as Head of the Austrian Office at Eurojust in The Hague.
In early 2022, he left public service and moved into private practice, now working at LPG Lawyers on high-profile international litigation PR cases.

Mag. ERNST TRADINIK
Has worked for many years in radio and film production with "Menschen und Medien" ("People and Media"). A major focus of his work is media for and with people with disabilities.
He is the founder of www.inklusive-medienarbeit.at, a platform that provides quick and easy access to inclusive radio and video/TV productions.
Together with social pedagogue Lukas Adler, he teaches Inclusive Media Work at St. Pölten University of Applied Sciences.

  • Friday 14.03. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 21.03. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 28.03. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 04.04. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 11.04. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 09.05. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 16.05. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 23.05. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 30.05. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 06.06. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 13.06. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG
  • Friday 20.06. 09:45 - 11:15 Seminarraum 5, Währinger Straße 29 1.UG

Information

Aims, contents and method of the course


TRANSCULTURAL COMMUNICATION
When working in communication within one’s own society, 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, which narratives and images resonate with the recipients etc.

If communication experts are requested to reach out to a completely different culture, they often rely on their previous experiences. They figure if something worked well in their countries, it can be just as effective in Finland, Canada or Nigeria. Such an assumption may quickly result in communication disasters. These will be our topics during the semester:

CLUSTER 1 SENSITISATION AND MARKETIG EXAMPLES
Your personal experiences
Campaign blunder – what can go wrong
Culturally sensitive marketing

CLUSTER 2 INTERCULTURALISM MODELS
Hofstede, Hall, Meyer, Sinus Milieus
Stereotypes, Prejudice, Othering
Transcultural – intercultural

CLUSTER 3 PRACTIONERS OF INTERCULTURAL COMMUNICATION
Humanitarian Communication based on my own professional experience as well as guest lectures on topics such as international marketing, litigation PR, diplomacy, diversity management in organisations and inclusive communication

The focus will be on the use of intercultural knowledge in various communication professions. The course requires active student engagement in discussions.

Assessment and permitted materials

FINAL EXAM
No usage of papers or internet allowed.

7 open ended questions:
3 questions requiring detailed answers (0-10 points each)
4 questions testing comprehension, brief answers expected (0-3 points each)
Für einen positiven Abschluss sind mindestens 50% der möglichen Punkte erforderlich

Passing grade: at least 50% of possible points

Minimum requirements and assessment criteria

Passing grade: over 50% of possible points (i.e. 20 points)

Examination topics

Content of the lectures and your notes as well as the insights gained by your self-study tasks.
Be advised that the PowerPoint slides only contain keywords and will not suffice as your learning tool.

Reading list

Examples of transcultural communication strategies for self-study will be suggested during the term.

Association in the course directory

Last modified: Th 20.03.2025 18:26