Intercultural Differences in Media Relations: a comparison of Germany and China based on the example of an international company's information material.
Aberle, Annika (2014)
2014
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https://urn.fi/URN:NBN:fi:amk-2023111429324
https://urn.fi/URN:NBN:fi:amk-2023111429324
Tiivistelmä
The focus of the below mentioned thesis is on the intercultural differences related to working with German and Chinese media and company’s provided information material. The Asian market has a huge potential for companies. Creating awareness of the company through media is an effective method, but there are differences in handling media relations in various countries. Thus arise research questions which ask how does media relations especially information materials and brochures in Germany and China differ? Which are the major differences?
The thesis includes theoretical knowledge about the handling of public and media relations, and their influencing factors based on systematic research on literature, the Internet and statistics. The practical part of the thesis consists of an analysis of German and Chinese information mate-rial and a case study of Deutsche Post DHL, an international logistics group. Its media relations activities in both countries were explained based on an expert interview. Further, DHL’s information brochures for Chinese and German target group were evaluated by Chinese and German students within a phenomenological process.
One of the major outcomes of the thesis is that political restriction related to media, changes journalists’ esteem and way of working. Chinese and German Information brochures differ in their use of visual effects and the amount of demanded information. Moreover, considering cultural habits and trends is essential for successfully managing media relations. In the future new communication technology might alter handling of media relations.
The thesis includes theoretical knowledge about the handling of public and media relations, and their influencing factors based on systematic research on literature, the Internet and statistics. The practical part of the thesis consists of an analysis of German and Chinese information mate-rial and a case study of Deutsche Post DHL, an international logistics group. Its media relations activities in both countries were explained based on an expert interview. Further, DHL’s information brochures for Chinese and German target group were evaluated by Chinese and German students within a phenomenological process.
One of the major outcomes of the thesis is that political restriction related to media, changes journalists’ esteem and way of working. Chinese and German Information brochures differ in their use of visual effects and the amount of demanded information. Moreover, considering cultural habits and trends is essential for successfully managing media relations. In the future new communication technology might alter handling of media relations.