Culture and Communication: Cultural Variations and Media Effectiveness

Advances in communication technologies have made great progress in bridging time and distance, but social and cultural differences are still formidable obstacles to effective communication. Communication processes occur in specific cultural contexts, with unique normative beliefs, assumptions, and shared symbols. Culture influences what people communicate, to whom they communicate, and how they communicate. There has been little systematic cross-cultural research to explicate the effects of communication media on communication effectiveness. This article proposes cultural effects on perceptions of media effectiveness. The authors advance conceptual knowledge by presenting new perspectives on the cultural effects on individuals’ perception of media and their effectiveness