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Culture and Communication: Cultural Variations and Media Effectiveness

Research output: Contribution to journalJournal article

  • Karen Moustafa Leonard
  • James R. Van Scotter
  • Fatma Pakdil
  • Laura Salciuviene
  • N.J. Chamseddine
  • A.I. Mockaitis
  • G. Surkiene
  • F.S. Tsai
  • L.L. Wu
  • E. Esatoglu
  • M. Koyuncu
  • M. Gumus
  • K. Oktem
<mark>Journal publication date</mark>11/2009
<mark>Journal</mark>Administration and Society
Issue number7
Number of pages28
Pages (from-to)850-877
Publication StatusPublished
<mark>Original language</mark>English


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.