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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Intercultural Communication and Anthropology
Author:Coertze, R.D.ISNI
Year:2000
Periodical:South African Journal of Ethnology
Volume:23
Issue:2-3
Pages:116-134
Language:English
Geographic term:South Africa
Subjects:communication
plural society
Peoples of Africa (Ethnic Groups)
Ethnic and Race Relations
Anthropology and Archaeology
Abstract:It is rather difficult to explain why anthropologists have not as yet made any notable contribution to the study of intercultural communication in South Africa. Their possible contribution is illustrated here with reference to the field of labour relations and that of advertising in the media. In the field of labour relations the advantage of knowledge of the language and culture of the workers is very clearly explained. In the advertising world everybody deplores the lack of knowledge of the daily life and the system of values of African consumers. Most advertising is planned with the successes and failures of the past in mind. There is an extensive need for basic anthropological research as well as ongoing research to monitor the reaction of consumers to specific models of advertising. The aim of this paper is to emphasize the importance and implications of the manifold variations in language and ways of life (culture) when promoting contact and communication between members of the different language and cultural groups in South Africa. Bibliogr., sum. in English and Afrikaans.
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