Universität Wien

220029 VO SPEZI: VO ETHNI Media and Ethic Minorities (2026S)

3.00 ECTS (2.00 SWS), SPL 22 - Publizistik- und Kommunikationswissenschaft
Fr 20.03. 09:45-11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7

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

  • Friday 13.03. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 27.03. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 17.04. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 24.04. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 08.05. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 15.05. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 22.05. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 29.05. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 05.06. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 12.06. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7
  • Friday 19.06. 09:45 - 11:15 Hörsaal 7 Hauptgebäude, Hochparterre, Stiege 7

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 INTRODUCTION
Your personal experiences
Campaign blunder – what can go wrong
Culturally sensitive marketing

CLUSTER 2 INTERCULTURALISM MODELS IN SOCIOLOGY
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

Assessment and permitted materials


FINAL EXAM
No aids are permitted.

7 open-ended questions:
3 questions requiring detailed answers (0-20 points each)
4 comprehension questions requiring shorter answers (10 points each)

You can earn 3 bonus points for each guest lecture by preparing a discussion question and summarizing the guest lecturer's answer in writing.

Minimum requirements and assessment criteria

Passing grade: over 50% of possible points (i.e. 51 points)

Examination topics

Content of the lectures and your notes as well as the insights gained by your self-study tasks.

Reading list

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

Association in the course directory

Last modified: Tu 03.03.2026 10:07