Issue 51, November 2019

José Aldemar Álvarez Valencia & Damien Le Gal

Colombians’ Sociocultural Representations of French and U.S. Citizens - Delving into Intercultural Perceptions

This study analyzes sociocultural representations about French and U.S. citizens. Drawing on a word association methodology, a thematic and semantic analysis was conducted on a corpus of 4000 words, obtained from surveys completed by 200 Colombians. Findings indicate that representations of U.S. citizens relate to white-Americans’ physical traits, consumerism, economic, and political power whereas the French -save for their personal hygiene- draw a much more positive image in relation with gastronomy, fashion and clothes. Implications of these findings point at the role of mass media in the construction of stereotypes and attitudes and the need to foreground intercultural education in curricular programs.

Keywords: social representations, sociocultural representations, intergroup relations, intercultural education, stereotypes

Maryam Farnia, George Ypsilandis & Bahareh Ghasempour

Intracultural Iranian Persuasion - The Case of Scholarship Application Letters

The purpose of this study was to examine the ways in which rhetorical strategies, as a sub-genre of persuasive discourse, are deployed in scholarship application letters in Iran in Persian and English. To this end, 96 application letters fora fictitious scholarship were written by Iranian university students and were further analyzed according to a framework initially proposed by James, Scholfield and Ypsilandis (1994). Aristotle’s taxonomy of logos, ethos and pathos was employed to examine the rhetorical organization or moves in this sample and a mixed analysis with quantitative statistics and qualitative comments was followed. The results showed significant differences in the use of strategies between the two versions of the data collected (Persian and English) in different parts of the letters, such as greetings, openings, self-presentation, and letter closing. On the other hand, it was observed that the most frequently rhetorical appeals selected by the applicants lie under the logos and pathos categories in both Persian and English letters.

Keywords: Application Letters, Intercultural Communication, Persuasive Writing, Pathos, Persuasion, Logos, Rhetoric

Huan Chen, Hoyoung Anthony Ahn & Ronald E. Taylor

Constant Learning, Reflecting, and Adjusting - Experiences of Asian Scholars in U. S. Advertising Education

Both Asian advertising graduate students and faculty members attending higher academic courses or working in U.S.A. face cultural and linguistic challenges that may cause real difficulties in their lives in their host country of U.S.A. Systematic research is needed to address those challenges and to expand our theoretical understanding of diversity in advertising education. Such research may help Asian graduate students and scholars to succeed in U.S. higher education. Hence, a phenomenological study was conducted to explore Asian advertising faculty members’ experiences as educators and scholars in the U.S. A broad research question of the study is “What is Asian faculty members’ lived experience of being advertising faculty members in U.S. higher education?” In order to answer the research question, sixteen in-depth interviews were used to collect data. Findings revealed three major themes regarding Asian scholars’ experience in U.S. advertising education: “Being a Student: Adjusting to U.S. Educational System,” “Being a Teacher: Building Confidence,” and “Being an Asian Teacher: ‘I am Who I am’.” Theoretical and practical implications are offered.

Keywords: Asian faculty, Advertising scholar, Qualitative research

Karomani, Tina Kartika & Nusyirwan

Perceptions of Ethnic Groups in Bakauheni Sub-District, South Lampung Regency, Indonesia

Bakauheni constitutes a sub-district located in South Lampung, Indonesia. It is inhabited by diverse ethnic groups: Lampung, Sunda, Java, Batak, and Bugis. Their different cultural backgrounds often result in different perceptions among them. Therefore, this study aimed to explore perceptions by the ethnic groups living in the region.The current study was qualitative. An interview was undertaken in depth to investigate ethnic groups’ perceptions. The data were analyzed using BIPLOT. The result of the current study showed that there were two main categories of perceptions among the ethnic groups living in Bakauheni: soft-hearted and hard-hearted perception. This suggests that communication inter-ethnic is important for attaining the harmony of social life.

Keywords: Communication, Perceptions, Inter-Ethnic Groups, South Lampung Indonesia

Layla Al Saqer

Towards a theoretical framework of intercultural communication ethics in the Arab Gulf culture - The perspectives of global public relations practitioners in Bahrain

This research investigates the perspectives of global public relations practitioners in the governmental sector in Bahrain. Sixteen qualitative interviews were conducted to provide in-depth theoretical understanding of the intercultural communication ethics in the Arab Gulf. The researcher used the theoretical framework of Hofstede (1984; 1994) to analyze the data. The research reveals that an Arab framework of intercultural communication ethics should address the society’s dilemma between modernization and Arabic/Islamic traditional values. The research provides a proposed framework that consists of “revealed” and “avoided” processes of communication. This framework is based on Arabic relational values of openness, awareness of diversity, power hierarchy, loyalty to collective culture, motivation to achieve individual goals, respect to woman and motivation to develop uncertainty-avoidance strategies.

Keywords: global public relations, public diplomacy, Arab culture, intercultural communication, intercultural communication ethics

Manvender Kaur Sarjit Singh, Mohan Rathakrishnan & Rohaya Md Ali

Bridging Higher Education and Industrial Needs - Here Comes the Specialist!

In an intercultural setting, it is timely to say that there is a crucial need to bridge the dimensions of professional discourses such as the engineering discourses, the business discourses and the legislative discourses. While various approaches are used to investigate intercultural communication, genre analysts believe that the use of specialist informants is beneficial, to provide important information on the targeted discourse community. This paper reports one such possibility to extract reliable information related to the needs of the written communication. Data was extracted using a set of interview questions manoeuvred based on Munby’s CNP model. The findings highlighted the extent of workplace intercultural communication involving particularly the English language written skill.

Keywords: Specialist Informants; Target Situation Analysis (TSA); Needs Analysis; English for Specific Purposes (ESP); Genre Analysis; Discourse Community

Nilgün Yücel & Aysun Yavuz

Rethinking Intercultural Training In Teacher Training

Often lauded for its role in language education, very little is said or written about the integration of intercultural education into language teacher training. This research spotlighted different approaches to interculturality as well as focusing on the processes that pre-service English language teachers went through during their intercultural training. The context of this study was one particular English Teacher Education Department in Turkey. The methodology rested on the use of focus-group interviews. 3 categories and 8 themes emerged from the analysed data indicated the importance of raising pre-service English language teachers’ awareness of different approaches to interculturality, including these approaches in language teacher training as and relating them to pre-service English language teachers’ future practice.

Keywords: interculturality, teacher training, language education

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