Exam (elaborations)
DPR2604 assignment 1 semester 2
- Course
- Public Relations (DPR2604)
- Institution
- University Of South Africa (Unisa)
DPR2604 assignment 1 semester 2
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Table of ContentIntroduction
Question 1
Question 2
Conclusion
References
, Introduction
This assignment focuses on the application of public relations (PR) principles in a
multicultural context, specifically within the framework of intercultural public relations
(IPR). It explores how a company, like Unilever South Africa, can effectively
communicate with and market its products to diverse cultural communities,
particularly in rural areas where cultural norms and values may differ significantly
from those in urban or Western contexts.
The assignment requires an understanding of IPR, which involves recognizing and
respecting cultural differences while tailoring PR strategies to resonate with specific
target audiences. It also delves into the relationship between public relations and
culture, examining how communication is shaped by culture, how it transmits cultural
values, and how it can be used to bridge cultural gaps.
Question 1
The scenario between Mashudu and John illustrates the cultural differences in how
they were raised, reflecting different values and beliefs shaped by their respective
backgrounds. Below, I identify and discuss five characteristics of culture as
described by Martin, Nakayama, Van Rheede, Van Oudtshoorn, and Schutte (2013),
relating them to the conversation between Mashudu and John:
1. Culture is Learned
Explanation: Culture is not innate but learned through socialization, including family,
community, and education.
Example: Mashudu's reaction to John's story shows that he has learned to value
respect and obedience to elders, particularly parents, which is a cultural norm in his
community. His upbringing in the former Venda Bantustan taught him to comply with
his father's request to herd cattle without question. On the other hand, John’s
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