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Cross Cultural Communication Theory and Practice PDFDrive (1)
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Airlines
By ‘flying the flag’, a national airline can carry a nation’s name and values around the world. However, a change in brand image can rebound on the airline concerned. For example, in 1997, British Airways tried to increase the internationalization of its image by redecorating the tail fins of its air- craft with international images rather than the red, white and blue of the national flag. This initiative was unsuccessful and the former Prime Minister, Margaret Thatcher, publicly criticized it by wrapping a handkerchief around the tailfin of a model BA airliner to hide the design. The then Head of British Airways, Rod Eddington, reversed the ‘world images’ branding. Airlines include in their branding everything from comfort, service, atmo- sphere and design to their security. Due to privatization and competition from other commercial airlines, national airlines are increasingly under pressure, but the larger ones such as Air France and Lufthansa and the recent merger of British Airways with the Spanish airline Iberia are still recognized as ‘flag carriers’. Gastronomy The French have made gastronomy into an art form. French cuisine and French wines are well known and highly regarded throughout the world. Other countries have emulated the French with respect to wines, for example, Spain, Chile and South Africa. Culinary diplomacy is now a well- recognized form of ‘soft power’ and is actively promoted, for example, by the govern- ments of Korea, Sweden and Mexico. Indian and Chinese restaurants, by contrast, appear in many countries as a result of private enterprise, rather than as any form of government policy. Broadcasting Broadcasting has a long history as a means of cultural diplomacy and, at times, blatant propaganda. During the Cold War, the Voice of America was set up specifically for the latter purpose. In Myanmar, Aung San Suu Kyi, the supporter of increased democracy, considered the BBC her lifeline during her long years of house arrest. Kofi Annan described the BBC as ‘the UK’s greatest gift to the world’. In 1992, Germany set up Deutsche Welle, broadcasting in 30 languages, including German. The BBC World Service, founded in 1932 as the BBC Empire Service, is respec- ted worldwide for its reputation for reliable and accurate news, supplemented by its educational programmes and its independent editorial policy. Originally funded by the FCO, but now financed by the licence fee rather than by direct government grant, the World Service and its Arabic and Persian TV channels cost £287 million in 2011. Despite recent cuts, it continues to broadcast language services in 28 languages and remains the world’s largest international broadcaster, with an audience of 180 million on radio, TV and online. 232 Cross-Cultural Communication Sport As part of popular culture, hosting or achieving good results in high- profile international sports events have a major impact on national image, for example, the Olympic Games and the FIFA World Cup. However, the 1936 Olympic Games in Berlin was a blatant example of using sport for the propa- ganda of National Socialism. Download 1.51 Mb. Do'stlaringiz bilan baham: |
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