What is it about?
Most academic literature on 'eastern vs western' communication and public relations practice has tended to focus on differences due to culture and cultural sensitivities alone. But practitioners in South East Asia countries identify a range of factors which impact on the way they practise their profession. Some are inextricably linked with culture, but there are other 'dimensions of difference' worth considering too.
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Why is it important?
This research, amongst an under-studied group of communication practitioners, provides insights into how differing worldviews, priorities and practices need to be taken into account if communication campaigns and programs are to achieve their desired goals in diverse locations. In some cases, "head office" communication goals themselves may even be called into question when viewed through a different (local) prism.
Perspectives
This is the first of two published papers about research undertaken for a doctoral thesis on public relations and other professional communication practice in the countries of South East Asia. It aims to reveal some "real world" insights, through the eyes of communication practitioners themselves - people who in many respects might be seen to enjoy privileged insights into the dynamics of what works and what does not work when embarking on communication campaigns in this dynamic, volatile and increasingly important part of the world. It is a region which, in my view, is worthy of closer study and deeper insight from a 'globalizing' profession.
Dr Graeme W Domm
University of Westminster
Read the Original
This page is a summary of: Beyond culture, Corporate Communications An International Journal, September 2014, Emerald,
DOI: 10.1108/ccij-04-2014-0022.
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