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EDITING MODULE 3
MEDIA & CULTURE
• PR practitioners are aware of how best to carry this out when dealing within their own nations and cultures, however, when dealing with a foreign audience it is critical that cross cultural differences are recognised.

Cross cultural differences can make or break a PR campaign. It is therefore crucial that PR practitioners dealing with PR campaigns that incorporate a cross cultural element analyse likely cross cultural differences. A few key areas shall be highlighted in order to help PR practitioners begin to consider how culture may affect future projects.

Language and Culture

In order for a PR campaign to be successful abroad, an appreciation of the target language and its cultural nuances is necessary. The PR and advertising industries are littered with examples of poor translations and a lack of cross cultural understanding leading to PR failure.
• For example, when Ford launched the ‘Pinto’ in Brazil they were puzzled as to why sales were dead. Fortunately they found out that Brazilians did not want to be seen driving a car meaning ’small male genitals’ and promptly changed the name.

Translation of documents, slogans and literature must be checked and double checked for meanings and cross cultural nuances. This should not only take place between languages but also within languages.
• Even in English there are cross cultural differences in meanings. For example, the airline UAL headlined an article about Paul Hogan, star of Crocodile Dundee, with, “Paul Hogan Camps it up” which unfortunately in the UK and Australia is slang for “flaunting homosexuality”.

The Spoken Word

Areas where the spoken word is used in PR, such as press conferences or interviews, should be prepared for within a cross cultural framework.
• In short, speaking styles and the content used differs across cultures.

British and American communication styles are described as ‘explicit’, meaning messages are conveyed solely through words.
• Correlating background information is deemed necessary and divulged, ambiguity is avoided and spoken words have literal meaning. In many other cultures, communication is ‘implicit’. The message listeners are likely to interpret is based on factors such as who is speaking, the context and non-verbal cues.
• Spoken words do not fully convey the whole story as listeners are expected to read between the lines.

With relation to content, speakers must be aware of the cross cultural differences in humour, metaphors, aphorisms and anecdotes. In addition, references to topics such as politics and/or religion can be a very sensitive issue in other cultures.

When the spoken word is used the cross cultural distinctions of the target culture must be incorporated in order to help the speaker appeal to and identify with the audience.
The Written Word
• Press releases, features and copywriting all require a certain amount of cross cultural sensitivity when being applied abroad. Journalistic traditions, writing styles, news worthiness, delivery systems and whether a ‘free press’ exists are all areas that will affect how the written word is tailored.
• In addition, the most important point, from a cross cultural perspective, is how to write in a way that engages the readers in that society or culture. Some cultures may prefer colourful and inspirational writing, others factual and objective. Some may be motivated by language that incorporates a religious or moral tone, others by a money-orientated or materialistic one.
• When writing, the first step should always be to look at and integrate the cross cultural particulars of the target audience.

Communication Channels
• PR practitioners employ many different communication channels when trying to circulate information relating to their campaign. The main channels of communication in the UK or America are the radio, the press, TV, internet and public spaces. However, these channels may not always be applicable abroad.

• In many countries the radio, TV or newspapers may not be the primary source of information. Literacy rates may be poor and/or radios may be expensive. In Africa, only 1.4% of the population have access to the internet. Even where such channels of communication do exist, such as TV, some methods used by PR practitioners, namely guerrilla marketing, would be interpreted differently in foreign countries. For example, interrupting live TV may be laughed at in the UK but in other countries it would be seen as irresponsible and rebellious.

• The usual channels of communication in some countries would simply have no effect in terms of PR. In such countries, local alternatives need to be sought such as religious leaders, tribal chiefs, school teachers or NGO’s. Information coming from such figures will not only reach the audience but be perceived as more credible than if it were from foreigners.

PR Materials

The use of publicity materials in PR campaigns such as logos, slogans, pictures, colours and designs must all be cross culturally examined. Pictures of seemingly innocuous things in one culture could mean something different in another. For example, a company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad failed as animals are considered to be a low form of life in Thailand and no self respecting Thai would wear anything worn by animals. Similarly, logos or symbols are culturally sensitive. A soft drink was introduced into Arab countries with an attractive label that had a six-pointed star on it. The Arabs interpreted this as pro-Israeli and refused to buy it.

Conclusion

The above cited areas are but a few of those that require decent cross cultural assessment by PR practitioners if they wish their international and cross cultural campaigns to succeed. The aim of implementing a cross cultural analysis in PR is to build campaigns that target the audience as best as possible, meaning appealing to their world view while avoiding offense.

 
MEDIA/LAW/POLITICS
Media-related acts:
1. Media Development Authority of Singapore Act 2002 Cap.172

Content Regulation
MICA administers content policies that aim to balance information and social needs. Singapore’s multiracial background and emphasis on nation building are intrinsic in our policy considerations. Censorship is practised to:
• Preserve our traditional Asian values such as importance of the family, respect for elders and filial piety.
• Maintain racial harmony and religious tolerance amongst our people.
• Protect our social fabric and ensure social cohesion.
• Protect children and young persons from corruption by undesirable materials.

The Singapore media laws are also a clear reflection of our policies in managing both the traditional and new media, and are constantly updated to ensure their relevance. These laws, which are administered by MDA , include:
• Broadcasting Act Cap. 28

• Newspaper and Printing Presses Act Cap.206

• Films Act Cap.107

• Undesirable Publications Act, and Cap.338

• Public Entertainment and Meetings Act Cap.257

MDA coordinates the regulation and development of the media industry across the different media platforms. In addition to the legal framework, independent advisory committees and panels are also set up to provide public opinion and feedback to help the Government achieve consensus on censorship standards. These committees and panels comprise members of the public with diverse background, and they serve to provide valuable inputs and balanced views on content issues. Inputs from the various ethnic committees are also filtered into appropriate standards for each community.
In July 2003, the Censorship Review Committee (CRC) submitted its report to MICA, recommending changes to existing censorship policies and guidelines for the different media in view of the social and technological changes that have taken place since the last review in 1992. MICA agrees with the thrust of report and has accepted most of the recommendations for implementation over time. See MICA’s full response .

MEDIA/ECONOMICS
• SINGAPORE: The Singapore economy has continued to show strong growth this year, surprising even the experts.

• Economists have had to revise their forecasts upwards several times over the course of 2007.

• The latest MAS survey of professional forecasters showed they expect the economy to grow by 8 percent for the full year, up from the 7.5 percent predicted three months earlier.

• Analysts are keeping a positive tone for 2008, although there are downside risks.

Jimmy Koh, Head of Economics-Treasury Research, UOB, said:
“The construction side will continue to outperform… services side, I think, will be fine. We’re still getting about 7 to 8 percent growth. Manufacturing is still going through structural changes. I think getting about 5 to 6 percent growth should not be difficult. I think one of the main risks going forward for Singapore economy is how the global environment will look like.”

A potential spanner in the works next year could be the continued fallout from the US housing credit crisis – with the US economy expected to see a slowdown.

Economists said Singapore’s open economy will not be spared but the effect might be delayed till the second half of 2008, buffered by diversified growth drivers and strong domestic demand.

Chua Hak Bin, Director of Asia Pac Economic & Market Analysis, Citigroup Global Markets Singapore, said: “We like the domestic demand a lot more. We are probably still fairly positive on the marine offshore engineering side. That sector is driven less by the US business cycle, it’s more dependent on what’s happening in oil prices and oil prices remain pretty elevated.

“I think it looks like a demand from oil and all that will remain pretty high given the pace at which China and India is going. The other sector is banks.”

But along with robust growth, Singapore has seen its highest inflation rate since 1994 at 2.9 percent in August.

This is expected to hit as high as 5 percent in the first six months of 2008 before easing off in the second half.

Higher food prices, in particular, are seen to be taking a toll on the lower income group.

But analysts said the government can afford to be generous.

“I think the good news is, with the GST hike last year, the windfall from the fiscal side has been tremendous. The government has been raking in (a lot) in terms of tax revenue and so on, so the government actually has a lot of room to be a lot more generous… to provide help and rebates for the low-income group (that is) really struggling with a high cost of living, so we should see some handouts on that front,” said Chua.

And while rising rents and business costs are on the watchlist, economists do not expect this to erode Singapore’s competitiveness – yet.

Koh said: “It’s important to note that globally, we’re not seeing a runaway in inflation. Two things – global technological advancement has increased productivity in every area and able to bring prices down significantly; at the same time, you have low-cost centres like China and India entering the global system. These factors will, by and large, put a cap on broad-based, non-food inflation globally.”

The government expects the Singapore economy to grow by between 4.5 and 6.5 percent in 2008. Inflation next year is forecast to hit 3.7 percent, up from 2 percent this year.

- CNA/so

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