Zoekresultaten

Zoekopdracht: faculteit: "FMG" en publicatiejaar: "2012"

AuteurNatalia Nieziolek
TitelPreferences for media content : differences between Dutch and Polish cultures in relation to social campaigns
BegeleiderRenske van Bronswijk
Jaar2012
Pagina's40
FaculteitFaculteit der Maatschappij- en Gedragswetenschappen
Instituut/afd.FMG: Afdeling Communicatiewetenschap
SamenvattingWith the advent of globalization comes the question whether different cultures of the world are becoming more homogenous or diverse. Concepts such as deterritorialization come along with increased interaction in the contemporary world where global dimensions are becoming increasingly important. Governmental and non-profit organizations however may find themselves ineffective due to difficulties to spread their intended message across the world. The concept of globalization is particularly relevant, where the question of whether cultures are becoming more similar or distinct arises. Multinational corporations such as McDonalds have been seen to adapt their products and marketing to local societies. This may be due to the role that culture plays in mediating perception and processing of media content. This study seeks to examine the differences in preferences for media content in respect to cultural background. On the premise of social campaigns, the differences in media processing and construction, in Dutch and Polish cultures are compared and contrasted. The study collects data from three focus groups with five individuals exposed to Dutch and Polish social campaign messages. The results indicate significant differences between the two cultures: the Dutch respondents like both Dutch and Polish commercials, find fun and simplicity appealing and pay attention to technical details. Polish respondents find drama appealing, humor irrelevant and prefer Polish content.
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