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2 Globalization

Audience analysis is crucial for effective communication, involving the understanding of the audience's interests, beliefs, and needs to tailor messages appropriately. Globalization accelerates the exchange of culture, goods, and information across nations, necessitating effective communication that respects diversity. Companies must be culturally sensitive in their global communications to avoid misunderstandings that can harm their brand.

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1 views

2 Globalization

Audience analysis is crucial for effective communication, involving the understanding of the audience's interests, beliefs, and needs to tailor messages appropriately. Globalization accelerates the exchange of culture, goods, and information across nations, necessitating effective communication that respects diversity. Companies must be culturally sensitive in their global communications to avoid misunderstandings that can harm their brand.

Uploaded by

dyuhniz
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Audience Analysis

A key element in effective


communication is audience
analysis.
It refers to anyone who is
expected to receive the
message you are sending.
Audience analysis is the process
of gathering and interpreting
information about your audience to
tailor your communication
effectively.
Audience analysis involves
identifying the audience and
adapting a speech to their interests,
level of understanding , attitudes,
and beliefs.
Knowing the audience, understanding
their level and how they need to receive
the information are extremely important in
“packaging” the message and sending it
across.
It is imperative that you find out who
the audience is – who will actually
receive your ‘message’ – and what
they need to know.
Taking an audience-centered
approach is important because a
speaker’s effectiveness will be
improved if the presentation is
created and delivered in an
appropriate manner.
COMMUNICATION
AND
GLOBALIZATION
Globalization means the speedup of
movements and exchanges (of human beings,
goods, and services, capital, technologies or
cultural practices) all over the planet.
Globalization is the spread of
products, technology, information,
and jobs across nations.
“It is a process of interaction and integration
among people, companies, and governments of
different nations, a process driven by international
trade and investment and aided by information
technology. This process has effects on the
environment, on culture, on political systems, on
economic development and prosperity, and on
human physical well-being in societies around the
world.
GLOBALIZATION has been
regarded as the key to the
worldwide integration of humanity.
There is an increased economic,
political and cultural integration
and interdependence of diverse
cultures
We belong to a diverse,
global community.
This is not confined to communication with
people from other countries, but is
inclusive of communication within our own
societies, even with the minorities and the
indigenous peoples.
It is therefore imperative that WE learn to
communicate effectively with people
regardless of age, gender, race, ability,
religion, sexual orientation, income,
marital status, or ethnicity.
Communication in the modern
world must be anchored on
the concept of diversity
Digital technology has erased
territorial boundaries among countries
and among people with varying
cultures.
There is a need to develop
graduates and professionals who
are MULTICULTURALISTS –
those who are engaged with and
respectful of people with different
cultures.
When products can go global and the
manner by which any product is
communicated to the global market can
make or break the brand.
Here are some instances when lack
of cultural or linguistic sensitivity in
global communication severely
affected companies or products.
McDonald’s spent thousands on a new TV ad to
target the Chinese consumers. This featured a
Chinese man kneeling before a McDonald’s vendor
and begging him to accept his expired discount
coupon. The ad caused uproar over the fact that
begging is considered a shameful act in Chinese
culture.
Similarly, McDonald’s also unintentionally
offended thousands of Muslims when it
printed an excerpt from the Koran on its
throwaway (take-out) hamburger bags.
Muslims saw this as sacrilegious.
Some staff at the African port of Stevadores
saw the supposedly internationally-recognized
symbol for “fragile” (i.e. broken wine glass).
Since in their culture, they treat the pictures
printed on packages to be representation of
what’s inside, they thought it was a box of
broken glasses and threw all the boxes into the
sea.
The film “Hollywood Buddha” caused
outrage and protest on the streets of Sri
Lanka, Malaysia and Myanmar (Burma)
when the designer of the film’s poster
decided to show the lead actor sitting on
the Buddha’s head, which is an act of
clear degradation against something holy.
Coors (beer) once had its slogan “Turn
it loose.” translated to Spanish, but it
became to mean “Suffer from
diarrhea.”
In order to develop more meaningful
relationships and establish productive
interaction with people having different
cultures, everyone should recognize and
respond to such differences and nuances.
In communicating in a highly global
environment, the challenge that faces
everyone is to learn to understand, accept,
and address cultural – and communication
– differences.

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