Although economic forces are an integral part of globalisation. (Globalise means building an international network and a platform for exchange of goods, services and other resources between countries and continents).A rapid progress has been seen in the recent times due to globalisation. Technological advancement has taken place due to globalisation, different countries in all five continents have been affected and engaged. Globalisation in terms of business it compels to adapt new and different strategies based on new idea logical trends that to balance rights and interests of both the individual and the community as whole. Important advances in technology and the world 's telecommunications infrastructure has led to revolutionary changes in global communication.
Human society is a society of selves, and selves exist only in relation to other selves. A self is an individual who organizes his response by the tendencies on the part of others to respond to his or her act. According to George Herbert Mead, self-consciousness is thus a social process involving the capacity of humans as subjects to take themselves as an object. Communication, then, is not simply the sending of a signal to be received by another, but rather complex social—that is responsive—processes of self-formation in which meaning and society-wide patterns emerge (Shaw & Stacey, 2006). With its very nature as a complex social, meaning-making process that leads toward self-formation, communication becomes inseparable with the concept of
INTRODUCTION: The business world is highly dynamic. Every society is diverse and comprises of many different ethnicities and cultures, backgrounds and beliefs. One-size fits all marketing strategies are a thing of the past. For companies to achieve continuous growth and competitive success, it is necessary to understand the cultural diversity and complexity of marketing activities. In the concept of international marketing, companies face the problems like how to design the marketing strategies according to the cultural diversification.
Cultural psychology sees differences in culture. Whereas, cross cultural psychology sees universality in culture. They see how culture influences human behavior as whole. Thus, whereas cross cultural psychologist might ask whether jean piget’s stages of development are universal across a variety of cultures, a cultural psychologist would be interested in how the social practices of a particular set of cultures shape the development of cognitive processes in different
In so doing, they make it possible for people to learn more about other people and different cultures. Obviously, we acquire lots of knowledge about other people, and share in their experiences through the media, beyond the boundaries our scope would carry us, and vice versa. Mass Media Tools for Acculturation and Diffusion: Mass media instruments facilitate cultural interaction across the globe. Such cultural interaction promotes acculturation and diffusion. This is done through the performance of its three major functions via: Surveillance of the environment; correlation of different parts and elements of the society and transmission of culture from one generation to another, (Lass well ).
The theory is a micro sociological theory because it stresses the influence which the significant others have on an individual’s perception of himself which consequently affects the way the individual behaves through constant adjustments. The theory is rooted In the symbolic interactionist perspective which emphasises a micro-level analysis of human behaviour In order to understand the motive and meanings of behaviour. Theorists who come under the umbrella of symbolic interactionist perspective include; George Herbert Mead, Erving Goffman, Herbert Blummer, Howard Becker, Norman Denzin, etc (Ogunbameru, 2013). All theorists under this perspective contributed to the explanation of the individual’s self concept directly or indirectly through their various scholarly expositions acknowledged all over the world. In an effort to do justice to this topic, the following is an outline of the
Conclusion IS research can be classified as interpretive if it is assumed that our knowledge of reality is gained only through social constructions such as language, consciousness, shared meanings, documents, tools, and other artefacts. Interpretive research does not predefine dependent and independent variables, but focuses on the complexity of human sense making as the situation emerges (Kaplan and Maxwell 1994); it attempts to understand phenomena through the meanings that people assign to them (Boland
Identity and self-representation are strongly intertwined, whereby the expressiveness of an individual changes in the presence of others. According to Goffman, self-representation can thus be seen as a part of social interaction, of two or more individuals attempting to obtain information about each other, such as status, relationship, attitude, trustworthiness etc. (Goffman 1959: 13). His concept of human interaction is based on the idea that individuals aspire to convey a certain impression of themselves, marked by a particular behavior; a disclosure of personal information that individuals can only control to a limited extent. The creation of one’s identity is thus, always influenced by the impression an individual attempts to create, which in turn, is associated with a socially desired image.
Advertisements are considered as cultural indicator which is a matter to asses. Advertising is considered as a literature of the society. It represents certain meanings and values which contributes into culture of a society. Moreover, advertising content signify some aspects of the societal origins of the audience. This is supported by a thought that advertisements differ from society to society.