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ERIC Number: ED341273
Record Type: Non-Journal
Publication Date: 1991
Pages: 21
Abstractor: N/A
Reference Count: N/A
How To Avoid Ethnocentricity and Stereotypes in Analysing Another Culture.
Schroder, Hartmut
Methodological problems caused by an ethnocentric view in analyzing another culture are discussed along with some aspects of culture analysis in general and stereotypes about other cultures and their functions in cross-cultural communication. It is suggested that miscommunication is subject to various norms and value systems that are not made explicit in communication, but which underlie linguistic behavior. Contextualization cues are found to play an important role, but their presence cannot be assumed in intercultural communication. Examples of the use of stereotypes in written business communication are shown from an advertisement campaign of the German Mercedes-Benz, which contains stereotypes about Finland. Contains 21 references. (LB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Finland; Germany