Culture and Campaign Communication: Toward a Normative Theory
نویسنده
چکیده
This paper is an attempt toward a normative theory of culture and campaign communication, which (1) explicates the functional interdependence between culture and campaign communication; (2) analyzes the relationship between culture and campaign communication within the framework of collectivist and individualist cultures (Triandis, 1988, 1995); and (3) discusses the implications of a normative approach toward culture and campaign communication. Explication of the functional interdependence between culture and campaign communication reveals that while cultures influence campaign practices in campaign ideologies, strategies, and implementation procedures, campaigns in turn contribute to changing cultures over time. The differences and similarities of campaign communication in individualist and collectivist cultures are then succinctly stated in ten theoretical propositions.
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