SOCIAL MEDIA AND THE INTERCULTURAL SOCIETY

Alyssa Hopp Gadizsa Zselamart Corporate communication in na intercultural context December 2011

and will transform television into an art form. Marshall McLuhan (1962) . retrieve the individual's encyclopedic function and flip into a private line to speedily tailored data of a saleable kind”. obsolesce mass library organization. A computer as a research and communication instrument could enhance retrieval. not as its environment. whatever it is—it may be the extension of consciousness—will include television as its content.“The next medium.

A LITTLE OF HISTORY Personal Social network Interaction between people Social media (digital medium) .

STAGES OF COMMUNICATION Low One-way communication Centered Controlling the flow of information Degree of network´s freedom Distributed Mediaton of information Decentralized Opinion’s developer Free flow of information High .

(2007)  Infinite .SOCIAL MEDIA “The information age” Castells (1999)   Relationship  Dialogue  “Network Society” Castells (1999)  “Share information” Boyd and Ellison.

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cultureactive.html  .com/help/demo.CORPORATE COMMUNICATION´S CHALLENGES  PR roles (Gregory. 2010)  Intercultural Communication “Official language”  Low context society x high context society  Lewis Model  http://www.

1998)  Distinct from one culture one another  Functionalist approach (Samovar.SOCIAL MEDIA AND CULTURE  Poststructural approach ( Collier & Thomas. 1981)  Language as a barrier . Porter & Jain.

facebook.com/pages/Toyota/76314529121 .TOYOTA ohttp://www.

HOW SOCIAL MEDIA CAN FIND PEOPLE’S NEEDS? .

MARKETING .

MARKETING IN SOCIAL MEDIA  Relationship .

EXPERIENCIES Adapted from Kiso.SOCIAL MEDIA IS AN ENVIRONMENT OF COMMON VALUES.. R. 2010 .

All of which can lead to sales. 6 groups •Persuasive •Dramatic •Positioning •Engagement •Direct response •Branding 52! . Or votes. engage minds.TECHNIQUES  Attract attention. Or clicks. and change what people think. trigger emotions. Advertising techniques can influence behavior.

New Experiences .

com/user/tippexperience   Case study  http://www.SUCESSFUL CASES  Tippex experience (2010) Viral video in youtube  Engagement/ persuasive  http://www.youtube.youtube.com/watch?v=PkJSw-SMZVE .

aus http://www.com/toyota http://www.facebook.com/toyota.com/ToyotaID .NOT TOO SUCCESSFUL CASES     Toyota´s Facebook http://www.facebook.facebook.

but the right response” (Hall and Hall) .CHALLENGES “It is not about the right message.

globalization and social development Castells.. History. Ellison. 1999. Planning and managing Public Relations campaigns. power and counter-power in the network society Gregory. Social Network Sites: Definition. 2007.x/full> Accessed [ 15 november 2011]. Castells. and Scholarship.com/doi/10.1083-6101. 2010.wiley. Kogan Page. Hofsted.    . D. 2007. technology. 3rd edition. A. Communication. Materials for an exploratory theory of the Network Society    Castells. Information. Available at http://www. 2003. Journal of Computer Mediated Communications. vol 13 Available at <http://onlinelibrary.. N. The interaction between information and communication technologies and the network society: a process of historical challenge Castells.com/watch?v=sxM3L2Po6Qk&feature=mfu_in_order&list=UL Accessed [15 november 2011].youtube.. M...00393.. 1999. M. London.2007.BIBLIOGRAPHY  Boyd. M. Individualism x coletivism.1111/j.. M.

F. I. Sriramesh.org/fileadmin/Praxis/Files/globalPR/SRIRAMESH. New York: McGrawHill Morley. 1967. Issue 6.H. 1995. 200? The practice of intercultural communication – reflections for professionals in cultural messages. Instute for Public Relations. february 2003. & Grunig. Accessed [21 November 2011]. K.aco. London.pdf> Accessed [21 november 2011]  Jensen. & Quentin... J. 1999. Understanding Media: The Extensions of Man.prismjournal. D. L. Guidelines for measuring Relationships in Public Relation...may 2004.pdf>. Journal of intercultural communications.) Globalisation and Public Relation: an overview looking to the future [Internet] Available from <http://www. (n.H. Mcluhan..     . & Robin K. Hon. M. E. M.int/resources/9/Conference%202011/Guidelines_Measuring_Relatio nships%5B1%5D. The Medium is the Massage: An Inventory of Effects.nato. Routledge..C. Spaces of identity: global media. New York: Batham Books Mcluhan.. Available at http://www.d. 1964. eletronic landscapes and cultural boundaries.

com/watch?v=dRDhx8Lo37E&feature=player_embedded .WHAT DOES SUCCESS MEAN? http://www.youtube.

THANK YOU! .

 http://www.html  http://www.cultureactive.com.html  Great to support failure cases  .br/raquel/arquivos/o_qu e_e_midia_social.pontomidia.slideshare.com/help/demo.net/mentesdigitais/o-poderdas-mdias-sociais-por-andretelles http://www.

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Points of interaction Common Experiences COMPANY PUBLICS URCES WORK COM .

Facebook adds more than 600. Manuel (2003): http://blog. CASTELLS.com/nielsenwire/ . ushering in a new technological paradigm that integrates discoveries into a coherent system of relationships characterised by synergy.000 people every day Technological systems evolve gradually to the point where a major qualitative change or technological revolution occurs.nielsen.

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