Communication et culture.

La communication est différente selon la culture, un acte de communication est le fait d’émettre un message et de le recevoir, or, ce message arrive souvent déformé par des parasites très fortement liés au contexte culturel.

Il existe un phénomène de retour de ce message que l’on appelle la rétroaction ou le feed-back. C’est la perception de l’information qui peut différer selon la culture. Pour émettre un message, on doit utiliser un code, l’émetteur encode, le récepteur décode en traduisant et en interprétant les signes. Hors si le récepteur n’a pas les bons outils pour décoder le message, le récepteur ne peut pas comprendre le message. Les outils en question sont culturels, deux cultures différentes ne transmettent pas les mêmes outils à leurs membres.

Le contexte culturel agit également sur le contenu de la communication et sur la manière de communiquer. Il agit sur le fond du message et la forme qu’on va lui donner.

Il existe plusieurs aspects à la communication interculturelle :

– l’aspect culturel (que l’on soit français, américain, africain),

– l’aspect physique (le lieu où l’on est, ex : cinéma, église, cour de récréation,…),

– l’aspect social ou socio-psychologique (cadre formel ou informel),

– l’aspect temporel (la place de l’acte de communication dans une séquence d’événements, l’histoire personnelle et affective de quelqu’un ou le contexte historique collectif comme la Seconde Guerre mondiale).

La communication répond à des normes, ce sont des critères de conduite, c’est une forme de régulation sociale qui indique à l’individu le comportement à adopter en société. Elles s’appuient sur un consensus social (régulation sociale). Les normes varient d’un pays à l’autre, d’une culture à l’autre, d’une société à une autre ou d’une époque à une autre.

Aujourd’hui, les entreprises ne communiquent plus de la même manière que dans les années 40 par exemple. De la même manière, une multinationale ne communique pas de la même manière selon le pays, celle-ci s’adapte à la cible qu’elle vise. La publicité est un aspect de la communication professionnelle dans lequel nous pouvons le plus observer l’adaptation culturelle des messages. La culture est donc un aspect très important à prendre en compte lorsque l’on communique, que ce soit à des fins privées ou professionnelles car l’émetteur doit apprécier la capacité de compréhension du récepteur en fonction de sa culture.

1 produit > 3 cultures > 3 publicités

Certes les différence ne sont pas flagrantes mais pourtant elles y sont. La plus évidente est le changement d’égérie selon les pays. En fonction de l’origine de la cible à atteindre, les communicants s’adaptent. Ainsi, pour la Chine, l’égérie est asiatique, pour la France, celle-ci est de type caucasien et pour l’Inde il s’agit d’une Indienne. Mais ce n’est pas tout. Nous pouvons observer des différences au niveau de la mise en valeur du produit, on ne montre pas le produit le packaging dans la publicité Française. Aussi, l’utilisation des couleurs n’est pas la même, là où celle-ci va être très présente pour la publicité Indienne, elle va être plus discrète pour la Chinoise et quasi inexistante pour la Française. Nous trouvons aussi une différence au niveau de la présence du texte qui, pour la France, la publicité est très épurée de ce côté là. Ce sont tous ces détails qui font la différence sur les consommateurs visés car ces publicités ont fait l’objet d’études pour pouvoir plaire au maximum de gens dans les pays choisis.

Chine :

France :
Inde :

86 Comments

  1. I’m not sure where you are getting your information, but great topic. I needs to spend some time learning more or understanding more. Thanks for fantastic information I was looking for this info for my mission.

  2. Really enjoyed this blog.Thanks Again. Want more.

  3. Aw, this was an exceptionally good post. Finding the time and actual effort to create a superb article… but what can I say… I procrastinate a lot and don’t seem to get nearly anything done.

  4. Hi there, just became aware of your blog through Google, and found that it is really informative.I am going to watch out for brussels. I’ll be grateful if you continue this in future.Many people will be benefited from your writing.Cheers!

  5. A round of applause for your blog.Thanks Again. Really Cool.

  6. Enjoyed every bit of your post.Really thank you! Great.

  7. Heya i am for the first time here. I came across this board and I find It truly useful & it helped me out much. I’m hoping to provide something back and aid others such as you helped me.

  8. Wow! This blog looks exactly like my old one! It’s on a completely different subject but it has pretty much the same layout and design. Great choice of colors!

  9. Hello, all the time i used to check blog posts here early in the dawn, since i like to gain knowledge of more and more.

  10. Major thanks for the blog.

  11. You could definitely see your expertise in the work you write. The world hopes for more passionate writers like you who aren’t afraid to say how they believe. Always go after your heart.

  12. This post is worth everyone’s attention. Where can I find out more?

  13. That is a great tip especially to those new to the blogosphere. Short but very precise informationÖ Many thanks for sharing this one. A must read article!

  14. sildenafil coupon walgreens sildenafil with alcohol

  15. Hi there just wanted to give you a quick heads up and let you know a few of thepictures aren’t loading correctly. I’m not sure why but I think itsa linking issue. I’ve tried it in two different browsers and both show the same results.

  16. great issues altogether, you simply received a emblem new reader.What would you recommend in regards to your publish that you just made a few days in the past?Any certain?

  17. I cannot thank you enough for the blog post.Really thank you! Much obliged.

  18. I will right away take hold of your rss feed as I can not in finding youre-mail subscription hyperlink or newsletter service.Do you have any? Kindly permit me understand so that I may just subscribe.Thanks.

  19. I enjoy looking through a post that will make people think.Also, thanks for allowing me to comment!

  20. I do agree with all of the ideas you’ve presented in your post. They’re really convincing and will definitely work. Still, the posts are very short for starters. Could you please extend them a bit from next time? Thanks for the post.

  21. I do not even know how I finished up here, however I assumed thissubmit was good. I do not realize who you’re but certainlyyou are going to a famous blogger when you are not already.Cheers!Here is my blog afqt exam, Emmett,

  22. My family every time say that I am wasting my time here at net, but I know I am getting experience every day by reading such fastidious articles.

  23. Asking questions are actually pleasant thing if you are not understanding anything totally,except this article gives nice understahding even.

  24. Hello! Would you mind if I share your blog with my facebook group?There’s a lot of people that I think would really appreciate your content.Please let me know. Thanks

  25. Just want to say what a great blog you got here!I ave been around for quite a lot of time, but finally decided to show my appreciation of your work!

  26. help me write my essayevaluation essaygre essay examples

  27. I like the valuable info you supply on your articles.I’ll bookmark your blog and take a look at again right here frequently.I’m rather certain I will be informed many new stuff right here!Good luck for the following!

  28. Wonderful blog! I found it while surfing around on Yahoo News. Do you have any suggestions on how to get listed in Yahoo News? I’ve been trying for a while but I never seem to get there! Appreciate it

  29. Thank you for sharing your thoughts. I really appreciate your effortsand I am waiting for your further write ups thanks once again.asmr 0mniartist

  30. Major thanks for the post.Thanks Again. Really Great.

  31. Very interesting information!Perfect just what I was searching for! «The only gift is a portion of thyself.» by Ralph Waldo Emerson.

  32. ivermectin over the counter ivermectin 50ml

  33. does omeprazole cause gas what are the long term side effects from taking omeprazole?

  34. Hurrah! Finally I got a blog from where I know how to reallyobtain helpful facts concerning my study and knowledge.

  35. Well I sincerely enjoyed studying it. This subject provided by you is very constructive for proper planning.

  36. I enjoy reading through a post that will make men and women think. Also, many thanks for allowing me to comment!

  37. Hi, just wanted to tell you, I enjoyed this blog post. It was practical. Keep on posting!

  38. Bardzo interesujące informacje! Idealnie to, czego szukałem! domowy koncentrator tlenu.

  39. I needed to thank you for this great read!! I absolutely loved every bit of it. I have you book marked to check out new things you postÖ

  40. heartworm prevention without ivermectin ivermectin moa

  41. You could definitely see your enthusiasm within the article youwrite. The world hopes for more passionatewriters like you who aren’t afraid to mention howthey believe. All the time go after your heart.

  42. I need to to thank you for this good read!! I definitely enjoyed every bit of it. I have got you book marked to check out new stuff you post…

  43. Thanks-a-mundo for the article post.Really looking forward to read more. Keep writing.

  44. Appreciate you sharing, great blog article.Really thank you! Keep writing.

  45. I really enjoy the article post.Really looking forward to read more. Great.

  46. stromectol pills – ivermectin tablets order stromectol medication

  47. I do not even understand how I finished up right here, however I believed this submit was once great. I do not recognise who you are however certainly you are going to a well-known blogger in the event you are not already 😉 Cheers!

  48. causes of ed ed pills online pharmacy – doctors for erectile dysfunction

  49. I do not even know how I ended up here, but I thought this post was great.I don’t know who you are but definitely you’re going to a famous blogger ifyou are not already 😉 Cheers!

  50. This is my first time go to see at here and i am really happyto read all at alone place.

  51. The Mom Project is a job matching platform specializingin keeping moms employed at all stages of career and of parenthood.

  52. Thanks for every other great article. Where else may just anyone get that type of information in such an ideal approach of writing? I’ve a presentation next week, and I’m at the look for such information.

  53. I appreciate you sharing this blog article.Really thank you! Keep writing.

  54. Great, thanks for sharing this blog.Really thank you! Cool.

  55. You revealed that very well!what to write on a college essay well written college essays personal statement writing service london

  56. Thank you. Numerous tips.writing an argumentative essay powerpoint write my essay professional cover letter writing service

  57. I am so grateful for your post.Really thank you! Keep writing.

  58. My brother recommended I might like this blog. He was entirely right.This post truly made my day. You cann’t imagine just how much time I had spent for this information! Thanks!

  59. This is my first time go to see at here and i am actually impressed to read everthing at alone place.

  60. erectile injectionsdo erectile pills permanently increase sizecauses of erectile dysfunction

  61. What’s up friends, its impressive post about cultureand fully explained, keep it up allthe time.

  62. free phone chat linesghana dating scam list

  63. elavil amitriptyline amitriptyline overdose amitriptyline interactions

  64. I really enjoy the article.Much thanks again. Keep writing.

  65. Muchos Gracias for your blog post.Really thank you! Will read on…

  66. Very neat article post.Much thanks again. Want more.

  67. darknet market comparison chart daeva market

  68. I think this is a real great article.Really thank you! Much obliged.

  69. Regards, Great stuff!how to write a personal essay for graduate school management term paper press release writing services

  70. Very neat blog.Thanks Again. Really Great.

  71. I conceive you have observed some very interesting details, appreciate it for the post.

  72. Really informative blog post.Really looking forward to read more. Really Cool.

  73. I do trust all the concepts you have introduced to your post. They’re really convincing and can definitely work. Still, the posts are very brief for starters. May you please lengthen them a little from next time? Thanks for the post.

  74. Hey, thanks for the blog post.Really thank you! Really Cool.

  75. This is one awesome article.Really looking forward to read more. Keep writing.

  76. It’s hard to search out knowledgeable people on this matter, but you sound like you realize what you’re talking about! Thanks

Submit a Comment

Votre adresse e-mail ne sera pas publiée. Les champs obligatoires sont indiqués avec *