Public Relations Assignment: Cultural Influence

Added on - 28 May 2020

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1CULTURAL INFLUENCE ON PUBLIC RELATIONSIntroductionThe role of the cultural values is considerably high in terms of influencing the PublicRelations practice in Singapore. It can be presumed that the Singaporean culture is a mixture andthe outcome of hybridization of different cultural attributes, which in turn is influential in themanipulation of the Public Relation activities and campaign that is conducted in the same chosencountry (Graham & Avery, 2013).This report details the various cultural aspects of Singapore and explains how the culturalattributes play a pivoting role in the determination and the planning of the PR campaigns that areheld in the selected country. The thesis statement, as per the assignment can be stated, asthecultural aspects of Singapore are influential in the formulation of the Public relations planningin Singapore. The country chosen for this report is Singapore due to its vastness anddiversification in the cultural attributes. This essay also elaborates the role of individualism andcollectivism in the communication with relation to the Public Relations practice in Singapore.This report further details about the health-related PR campaigns in Singapore.The main purpose of this essay is to help explain the cultural factors that are responsible andinfluences in the planning of the Public Relations activities.Cultural Background AnalysisThis above thesis statement can be justified by the fact that Singapore is an intriguingexample of a multicultural country that is comprising of Chinese around 76.7%, Malay about14%, Indian about 7.9% and others being 1.4%. The religions prevailing in Singapore comprisesof Buddhist (Chinese), Muslim (Malays), Christian, Hindu, Sikh, Taoist, and Confucianism. It
2CULTURAL INFLUENCE ON PUBLIC RELATIONScan be further added that Singapore has endeavored to promote its national identity as a land ofimmigrants since its independence in the year of 1965. As part of this effort, Singapore has fournational languages consisting of Mandarin, Malay, Tamil, and English. However, for thebusiness and political purpose, English is the preferred language (Guide, 2018). It can be statedthat the Chinese, Malays, Indians and Other have been widely criticized and as the compellingSingaporeans to fit into the ideal characterization of their individual ethnicities, but it has beenmostly convinced by the critics that the diversification of the ethnicities is one of the essentialelements to unify the society. On facing with globalization and capitalism, the focus has shiftedtowards the creation of a hybrid ethnic-centric society. The Singaporean identity that preservedtraditional cultures has united the Singaporeans in a network of shared culture, so that they arewell equipped to appreciate, understand, and accept the other cultures without any conflicts.Based on the same it can be stated that the multiculturalism is thus functioned as the codes forinter-cultural interactions that has been established in the specific social setting.On further addition, it can be conveyed that the consistent and the dominant nationalnarratives advocated by the leaders was that multiculturalism was not a social phenomenon,which is determined by the ethnic majority but a political necessity in the sustenance ofSingapore’s sovereignty. In simple words, the racial harmony was synonymous with and anecessity for global survival. For instance, it can be argued that the government’s restrainingapproach in the democracy, joined with the practical and circumstantial judgments, resulted inmulticulturalism to come in practice, which facilitated the evasion of social chaos while enjoyingthe economic intensification. However, the time when English became the official language andthe other languages such as Chinese, Malay and Tamil were made second languages, it helped inthe unification of everybody as Singaporeans. This is because it was a neutral language spoken
3CULTURAL INFLUENCE ON PUBLIC RELATIONSand written universally and by allowing it, the acceptance and appreciation of other cultures havebeen triggered. Thus, it can be stated that this played a strong role in the integration ofSingaporeans under the standard of multiculturalism and secondary functions in influencing ofthe economic quality of lives.Influence of the Cultural Communication in Public Relation practiceBased on the analysis that has been done on the cultural attribute by the use of secondaryresearch it can be found that the cultural dimension that comes into role is individual andCollectivism, based on the Hofstede Model (Venaik & Brewer, 2013). The individualism andcollectivism dimension of this model is helpful to analyze the cultural influence within thesociety. The collectivism refers to an individual’s emphasis on independence, self-reliability andself-promotion, whereas collectivism refers to the understanding of the significance ofinterdependency, in-group loyalty and promotion. It can be argued that the individualism andcollectivism perspectives regarding the cultures and communication can have a direct influenceon the communication. On a further note it can be added that the communication framework byGudykunst has identified seven dimensions of communication that can be classified as self-disclosure, Uncertainty, Rules for Communication, face-negotiation, individualism andcollectivism, use of appeals and final being conflict management (Bernays, 2015). However, itcan be argued that most of the PR practitioners mostly retort to the cultural values when devisinga PR campaign. The PR practitioners take into consideration about the multicultural targetaudience addressing them (Coombs & Holladay, 2013). For example, some of the practitionerscarefully sort their words while devising a PR campaign so that it does not exhibits biasness toany of the ethnical group and in the course appears to be culturally offensive, resulting in anykind of conflicts. This needs to be taken care of since Singapore is a multicultural country with
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