Intercultural Issues In Online Communication A German Egyptian Comparison

Author: Verena Wiedmaier
Publisher: diplom.de
ISBN: 395636175X
Size: 43.90 MB
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Inhaltsangabe:Abstract: In these times of rapid increase of internet usage, the question arises for multinational companies (MNCs) whether to standardise or adapt their internet presence to different cultural groupings or even subcultures. The overall target of this research is therefore to assist MNCs by producing recommendations concerning the promotion of products and services for a particular transnational consumer group. Therefore, country-specific websites of companies rooted in different cultural origins are selected for this research, namely EgyptAir, Mercedes-Benz and SonyEricsson. This analysis follows the inductive research approach embedding elements of an ethnographic and exploratory research method. The main part of the empirical study is conducted by means of an online-behaviourist questionnaire following the quantitative research approach and complementary a culture-related questionnaire following the qualitative research approach. The sample size is composed of Egyptian students from the Misr International University in Cairo and German students from Heilbronn University forming the selected samples. Even though Egypt is a developing country and Germany an industrialised one, the samples are comparable due to the similar social and educational backgrounds. The research results are applied to the lifestyle typology segmentation method, namely the Euro-Social-Styles of the GfK thus creating a new model of six lifestyle typologies in which the two samples are categorised. It is revealed by the main findings that the respective companies deal despite the different nationalities of the samples, with a transnational consumer group which is characterised by a relative homogeneity. Nevertheless, not all values and traits are similar within this consumer group and it therefore requires a certain degree of adaptation of marketing activities. It was possible to identify within the scope of this research that, in general, companies enjoying a high brand awareness and reputation are not exposed to the urge of adaptation, especially when selling culture-free products and services. Finally, one should continuously bear in mind that generalisations must not be made at any stage. Moreover, due to the small sample size, this research only represents a starting point for further research. Inhaltsverzeichnis:Table of Contents: 1.INTRODUCTION3 1.1Background of the Thesis3 1.2Objectives and Roadmap of the Thesis4 2.METHODOLOGY7 2.1The [...]

Landmarks In The History Of The German Language

Author: Geraldine Horan
Publisher: Peter Lang
ISBN: 9783039118908
Size: 12.90 MB
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The contributions to this volume explore eleven key developments in the external history of the German language, that is, the combination of social, political and cultural circumstances which influenced the language and its speakers. Some of these 'landmarks' are individuals or groups of people who have exerted influence over the language: Charlemagne, Luther, the early modern grammarians and lexicographers. Others are studies of particular periods, places or groups which have not found their place in more narrative accounts: standardisation in the nineteenth century, the role of Low German, the state of German at the "Stunde Null" in 1945. An overarching theme is the role of deliberate intervention in the development of German, whether it took the form of education, prescriptivism, purism or political manipulation. The essays, a number of which were originally delivered as lectures in the University of Cambridge and all of which are by specialists in the field, combine to provide a history of the German language in its social context.

Wissenschaftstheorie Der Kommunikationswissenschaft

Author: Christian Steininger
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3486719106
Size: 78.49 MB
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Based on a historical introduction to the philosophy of science, the authors present a theory of communication science. They draw upon scientific theory to analyze case examples from media sociology and media economics. Thus, they elucidate concepts, specialized terminology, and current theoretical trends in communication science.

Globalization And The Future Of German

Author: Andreas Gardt
Publisher: Walter de Gruyter
ISBN: 3110179180
Size: 75.64 MB
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Biographical note: Andreas Gardt is Professor of German Studies at the University of Kassel, Germany. Bernd Hüppauf is Professor of German Studies at New York University, USA.

Experiments On Mass Communication

Author: C. I. Hovland
Publisher: Princeton University Press
ISBN: 1400886805
Size: 31.10 MB
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Volume III in the series Studies in Social Psychology in World War II. The Army proved to be a worldwide laboratory for film research and research on other means of getting across both technical information and indoctrination. Findings are of direct importance to film-makers, educators. Originally published in 1971. The Princeton Legacy Library uses the latest print-on-demand technology to again make available previously out-of-print books from the distinguished backlist of Princeton University Press. These editions preserve the original texts of these important books while presenting them in durable paperback and hardcover editions. The goal of the Princeton Legacy Library is to vastly increase access to the rich scholarly heritage found in the thousands of books published by Princeton University Press since its founding in 1905.

Journalismus Und Medien Als Institutionen

Author: Marie Luise Kiefer
Publisher:
ISBN:
Size: 13.90 MB
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Dieses Buch ist ein Versuch, das Potenzial institutionalistischer Forschungsansätze für kommunikationswissenschaftliche Fragestellungen zu nutzen. Im Fokus der Analyse, die weitgehend einem von Karl-Siegbert Rehberg angeregten Katalog von Leitfragen einer institutionellen Analyse folgt, stehen Journalismus und journalistische Medien in Demokratien und die Frage, ob diese sich sinnvoll als Institutionen begreifen und analysieren lassen. Die Anwendung institutionalistischer Ansätze aus Soziologie und Ökonomik auf Fragen der Journalistik und der Kommunikationswissenschaft liefert eine Reihe von interessanten Einsichten und Hypothesen zum Zusammenhang von Journalismus, Medien, Öffentlichkeit und Demokratie. Die Ansätze eröffnen neue Analysemöglichkeiten sowohl für die Unterscheidung wie für das Zusammenspiel von Journalismus und Medien, sie verweisen auf Gefährdungen des Journalismus in diesem Zusammenspiel, können aber auch neue Wege und Argumente für dessen Schutz aufzeigen.

Language Norms And Mentalities The History Of Language Awareness In Germany From 1766 To 1785

Author: Joachim Scharloth
Publisher: Max Niemeyer Verlag
ISBN:
Size: 35.22 MB
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Review text: "JOACHIM SCHARLOTH hat eine interessante, gut geschriebene, über weite Strecken ausgezeichnete Untersuchung vorgelegt, die die Möglichkeiten einer modernen, über die reine Systemgeschichte hinausgehenden Sprachgeschichtsforschung aufs Beste illustriert."Andreas Gardt in: Zeitschrift für dialektologie und Linguistik 1/2009 "Scharloths Studie überzeugt zweifelsohne durch die Fülle und die Vielseitigkeit des ausgewerteten Materials."Stefaniya Ptashnyk in: Zeitschrift für Rezensionen zur germanistischen Sprachwissenschaft 1/2009.