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Cultural Proximity in Media Entertainment: An Eight-Country Study on the Relationship of Culture and the Evaluation of TV Entertainment

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Abstract:

In previous research cultural proximity has been operationalized by ‘hard facts’ such as geographical distance, the exchange of goods or persons (tourists and immigrants) and the similarity of political systems. This paper will try to complement current work in the field by suggesting a new operationalization derived from Hofstede’s (1991) cultural dimensions. He defined four different cultural dimensions that are based on work and life values: power distance, uncertainty avoidance, individualism/collectivism and masculinity/femininity. A survey was conducted in eight countries with a student sample (N = 325) to find out if international audiences, which resemble each other in terms of Hofstede’s (1991) cultural dimensions, have similar attitudes towards television entertainment. It was asked if either common operationalizations such as geographical distance or Hofstede’s cultural dimensions work better to indicate cultural proximity. The results show that Hofstede’s four cultural dimensions significantly differentiate between the U.S.A., Asian and European countries in a student population. However, operationalizations based on geographical distance allow a better differentiation between cultures in terms of how they evaluate TV entertainment. It will be discussed if cultural dimensions in general are able to measure cultural proximity and if it makes sense to complement the current understanding and operationalizations in this respect.

Most Common Document Word Stems:

cultur (217), countri (109), proxim (106), dimens (67), differ (64), televis (55), b (53), seri (51), program (41), tabl (40), cluster (39), intern (37), entertain (36), hofsted (35), european (34), 1 (33), nation (31), south (31), evalu (31), u.s (29), distanc (29),

Author's Keywords:

cultural proximity, selective exposure, media entertainment, Hofstede’s cultural dimensions, uncertainty avoidance, power distance, masculinity, femininity, individualism, collectivism
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Trepte, Sabine. "Cultural Proximity in Media Entertainment: An Eight-Country Study on the Relationship of Culture and the Evaluation of TV Entertainment" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany, Jun 16, 2006 <Not Available>. 2013-12-17 <http://citation.allacademic.com/meta/p90713_index.html>

APA Citation:

Trepte, S. , 2006-06-16 "Cultural Proximity in Media Entertainment: An Eight-Country Study on the Relationship of Culture and the Evaluation of TV Entertainment" Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany Online <APPLICATION/PDF>. 2013-12-17 from http://citation.allacademic.com/meta/p90713_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: In previous research cultural proximity has been operationalized by ‘hard facts’ such as geographical distance, the exchange of goods or persons (tourists and immigrants) and the similarity of political systems. This paper will try to complement current work in the field by suggesting a new operationalization derived from Hofstede’s (1991) cultural dimensions. He defined four different cultural dimensions that are based on work and life values: power distance, uncertainty avoidance, individualism/collectivism and masculinity/femininity. A survey was conducted in eight countries with a student sample (N = 325) to find out if international audiences, which resemble each other in terms of Hofstede’s (1991) cultural dimensions, have similar attitudes towards television entertainment. It was asked if either common operationalizations such as geographical distance or Hofstede’s cultural dimensions work better to indicate cultural proximity. The results show that Hofstede’s four cultural dimensions significantly differentiate between the U.S.A., Asian and European countries in a student population. However, operationalizations based on geographical distance allow a better differentiation between cultures in terms of how they evaluate TV entertainment. It will be discussed if cultural dimensions in general are able to measure cultural proximity and if it makes sense to complement the current understanding and operationalizations in this respect.

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