![]() ![]() ![]() That is, people from a low-context culture (LCC) are expected to have more difficulties in comprehending complex messages in comparison to those from a high-context culture (HCC) (Hornikx and Le Pair 2017: 1). Individuals’ cultural background affects how well they are capable of comprehending messages (Hall and Hall 1990: 7).Īs the ICRC’s messages are not always explicitly stated, the audience or “consumers of humanitarian messages” (Slim 2003: 8) will also comprehend them to different extents. 2008: 191).Ĭonsidered as one of the biggest sellers of humanitarian notions (Slim 2003: 12), the International Committee of the Red Cross (ICRC) deals also with various beneficiaries and needs to take into account the cultural elements in the daily communication with its multicultural audience.Īccording to Hall’s context theory (Hall and Hall 1990 Hall 1976), different cultures have different ways of communicating some communicate explicitly (low-context culture) while others communicate implicitly (high-context culture). Since messages targeted at diverse audiences across the globe would have dissimilar impacts and are perceived differently, the international organizations are to adapt their messages to various cultural contexts rather than standardizing them (Hornikx and O'Keefe 2009: 41 La Ferle et al. ![]() This study is also an empirical examination of Hall’s context theory in a humanitarian communication context. The results indicated that once exposed to implicit social media posts of the ICRC, the Colombian showed slightly higher behavior intention compared to the Swiss and participants’ personal context-culture score fully accounted for this difference. Drawing on Hall’s context theory, this comparative survey-based study tries to analyze the influence of personal context culture on humanitarian behavior intention in a low-context-culture country (Switzerland) and a high-context-culture country (Colombia). In this context, in order to optimize the humanitarian communication outcome, it is of high importance to investigate the mediating role of culture. Owing to its multicultural audience, the results of this communicative attempt varies from region to region. The International Committee of the Red Cross (ICRC) attempts constantly to motivate its audience through social media to adopt humanitarian attitudes and behaviors. ![]()
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