Image-making
Making of image is another mainstream of IPR.
As follows from its title, the current information management is aimed in the first turn at the events that happen, so to say, there and then. Obviously, in the majority of cases the CIM specialists have to work on a real time-basis. They do not have any permanent object of their attention (of course, except the interests of the structures they work for). The main task for these specialists is to deal with the burning issues of the day, to process and submit pieces of current “hot” information, and be ready that information policy can dramatically change the next day.
Image-makers are characterized by totally different time behaviour than other specialists; they solve totally different problems. Image – as an artificially created specific “image” of the PR subject – is notable for relative stability; it is able to produce again and again expected feelings and motives, almost irrespective of current events.
What endows the image with such a strong psychological impact? What is the mechanism of image making and “functioning” and how can this very mechanism be used in the sphere of IPR?
Translating the word “image” from English word for word, we get “image”, but our interpretation, of course, differs from that one used in philosophy and psychology. Philosophers and psychologists mean by “image” a reflection of some elements of the material world in the human mind, which arises in the course of reality perception and comprehension. A man perceives the world firstly with the help of his senses – it is the first step to the formation of the image. The isolated sensations, which we permanently get from the world around us, merge then into a compound mind concept of all the objects and processes that surround us. At a higher level – that is, at the level of thinking – concepts about single objects are formed into conceptions in which the general is separated from the particular. In the process of their evaluation and correlation with each other, opinions and conclusions are formed. Hidden in our mind, images are the complex combinations of all the above-mentioned products of sensory and intellectual activities of a man.
In contrast to a stereotype, the image, as a rule, brings to the forefront its artificial features which are not typical of the nature of its original. These features are chosen so as to make an artificial image of the object as attractive as it is possible. Consequently, we select for image-making only those features and qualities that are the most highly thought of in the given social environment.
A more active method of image-making presupposes the organization and holding of various important events, including so-called “special events” which are thought to show the wide opportunities and the achievements of the PR subjects to the public. It is obvious that the representation of the national or corporate achievements should be characterized by a much larger extent of credibility than a simple constructing of associations. If the specially arranged events do not meet the requirements of credibility, their organizers can be accused of dishonesty, juggling with facts, and – perhaps, it is the worst of all - the inability to do something really noteworthy.
However, the principal trend of image-making – that is, the use of the artificial qualities, features, and impressions – also makes itself felt here, side by side with the attempts to make the important events as credible as it is possible. Such a neighborhood is an indispensable condition for the success of the PR-activities. The events of this kind should have an extraordinary influence on public: they should produce deep, sometimes even indelible, impressions. Only in this case it can cause a wanted public reaction and implant in the mass mind a steady image which turns out to be much brighter than all the usual and current concepts of its bearer, whether it be a state, a company or a social organism. Any PR-activity receives such impact as a result of artificial selection of the facts and their grouping for the purpose of coming into the public mind as a bombshell.
Holding an exposition is, probably, one of the most effective methods of image-making.
International expositions. Holding expositions in order to enhance the national prestige has gradually become customary for a global practice as from the mid-nineteenth century, to be more precisely, since 1851 – it is the year of the first World Fair in London. In the nineteenth century the organizers of expositions show a strong desire to hit the fancy of the international public by something really unprecedented. For example, a creation of the unique for those times construction – the Eiffel Tower – was also commemorated to the opening of the World Fair in Paris in 1889. In the 20th century the increasing technical and organizational capabilities made the expositions be even more powerful “weapon” of governmental and commercial IPR.
Sport competitions. The usage of the psychological potential of the international sporting competitions is a widely-used method of making of the national image. These events, filled with the spirit of competition, produce – at least for a short time – an impression of belonging to one and the same big “team”-state, who struggles violently against the other national teams. The sense of competitiveness in sport not only causes a surge of excitement, but also can give a handle for a pride in “our guys” and – what is especially important to us – inspire, voluntarily or not, a respect to the competitors, in case they win a victory. The reflection of sporting glory can sometimes eclipse some real defects in the state reputation. International society is told that, despite all the defects, the country, which gave the world the new champions or which managed to be successful in the role of the hostess during some important competitions, deserves a certain amount of acknowledgement and respect. No doubt, in terms of prestige the first place belongs to the Olympic Games.
Nevertheless, there have been long ago formed a special category of PR-activities – in the literal sense of the word, the special events – the organization of which has nothing but the image-making tasks in its basis.
Special events can be conducted, for example, in order to represent to the international society a unique culture of the country-maker of the image (say, the Year of the National Culture which is filled with festivals and tours of the folk groups). The first meeting with the unfamiliar or even totally unknown culture usually produces a strong impression on people. From here on in your memory lives something like a picturesque tourist card which again and again recalls the bright impressions of some places of interests seen before. It is quite possible that a closer acquaintance with the original will update our perception, but if the first impression was strong and, which is more important, positive, we can face a very important for the image psychological “halo effect”. It means that the pleasant memories will “illuminate” the current events with their “halo” in such a way that the disadvantages of the object you once liked are to be eclipsed and his advantages are to be “illuminated”.
PR-activities are not always some isolated from each other events. On the basis of some overall design special events can compose multi-pass PR campaigns The purpose of such campaigns is both: making a positive image of this or that subject as well as a correction of already established negative impressions of the subject. Such a correction can be exemplified by the attempts to correct the negative reputation of the Republic of South Africa in 1970.
Thus, despite the fact that the very nature of the image-making presupposes the addition of some artificial qualities to the image of the object, too large gap between reality and artificial image can make vain all the efforts of the image-makers. To the above-mentioned we can add that the success of the image-maker in the sphere of IPR also depends on his / her ability to tune in to “wave” of another culture. The process of image-making is a search for the attractive images and associations, and the awakening of positive emotions. If there is something alien to the foreign society in the specially created image, it will certainly not attract its representatives. In order to form an image which will, at least indirectly, refer to the values accepted by the foreign society, image-makers should know and understand them.
Many cultural dominants change in the course of time, some values lose their place in the category of absolute ones end and move into a lower level, sometimes they stop playing an important role in the society at all. In the contemporary world values which were firstly peculiar only to some particular cultures (Western, in the first place) become closer to people from other parts of the world. However, such “globalization” of values causes in many cases a defense reaction expressed by an effort to preserve at any cost their own values and give a sharp rebuff to all alien influences. All these factors do not make the work of the IPR-specialist easier. One of his / her overriding tasks is to “weigh” the value of different cultures and peoples so as to identify as precisely as possible the extent of importance of each of them in the life of their “possessors”.
As a starting point of such analysis we can use the scale of values created by the American scientists K. Sitaram and R. Cogdell (see Table III).
Table III
Ethno-cultural scale of values by K. Sitaram and R. Cogdell
Values |
Primary |
Secondary |
Tertiary |
Inessential |
Individuality |
З1 |
|
В2 |
А3/М4 |
Collectivism |
А/В/М |
|
|
З |
Maternity |
В |
З/М |
|
А |
Money |
А/З |
М |
В |
|
Individual Championship |
З |
|
|
А/В/М |
Modesty |
В |
А/М |
|
З |
Hospitality |
А/В/М |
|
|
З |
Respect for the Elders |
А/В/М |
|
|
З |
Respect for the Youth |
З |
А/В/М |
|
|
Women’s Liberation |
З |
В |
А |
М |
Environmental Protection |
В |
А |
З |
М |
Education |
З |
А/В/М |
|
|
Punctuality |
З |
|
В/М |
А |
Professionalism, Effectiveness |
З |
|
В/М |
А |
Models proposed by Rokeach, Sitaram and Cogdell do not answer all the questions about the cross-cultural agreement of values in the process of the image-making. Nevertheless, they provide us with enough food for thought and give support for the further development of the considered problem.
PR problems, directions and methods in relations between Ukraine and the countries of North America and Europe
For our discussion we chose the relations between Ukraine and other five countries of North America and Europe. These countries are as follows: the United States of America, Canada, the United Kingdom of Great Britain and Northern Ireland (UK), the Hellenic Republic (Greece), the Spanish State (Spain).
We had some reasons for choosing such a diverse group of countries. At the political level we took into consideration the influence of the United States and their closest allies (such as the United Kingdom) on the processes of global importance, many of which concern directly national interests of Ukraine.
On the cultural level we pointed out the language factor: the future specialists, whom this manual is actually addressed to, learn in the most scrupulous way exactly the English language, spoken and recognized as a state language by more than 300 million of Americans, Canadians, Britons, Scots, and Welshmen. To the same level we may also refer special relationship between Ukraine and Canada established due to existence of a powerful transatlantic Ukrainian diaspora. Although these relationships are mainly of “inter-Ukrainian” character, they really make the relations between Ukraine and Canada closer in general.
Finally, there is level, so to say, of the individual professional needs that many of those who now use our manual may acquire. Here we mean a rather broad sphere of economic contacts between Ukrainian small and medium-sized business (last but not least – travel business) and the Mediterranean countries, among which there are Greece and Spain. It is very likely that soon someone from today’s students will have to establish contacts with the representatives of these countries. (Moreover, the knowledge of the peculiarities of the Greek culture would also be quite useful in other regions of the Mediterranean, in Cyprus in particular.)
Ukraine in the eyes of the countries-IPR objects. Potential problems in conducting PR- activities
One of the problems which unravels in the majority of cases the relations of Ukraine with many Western countries is the stereotype of the post-Soviet state. Characteristic features of such type of a state (not always groundless) are as follows: political instability, corruption, etc. Let’s now give a word the Western observers.
Ethno-cultural peculiarities of the countries-IPR objects of Ukraine
The USA
We know perfectly well that, according to the classification by Geert Hofstede (see Lecture I), American society is characterized by the little social distance, strong individualism, a weak fear of uncertainty, and the male values dominance. Let’s consider in a more detailed way the components of this classification, and add something new that was left beyond its scope.
Speaking about such a complicated in both – historical and cultural – sides country as the United States, it is rather difficult not to deviate from the chosen theme. We see the USA as a country founded by the settlers of Anglo-Saxon origin which carries on (albeit in a very specific way) the traditions of the white European culture. However, in America there has long been a tendency to the increase of the social role of the so-called minorities – that is, ethnic minorities (in the first turn, they are Afro-Americans and Spanglish people). No wonder that according to a famous statement the typical American of the 21st century will be a black man who speaks Spanish.
Pragmatism. The American culture has been strongly influenced by the Protestantism (in the acronym WASP it is represented by the letter «P») the adherents of which thought a desire for material success, a spirit of enterprise, and diligence to be the most important religious virtues. Religious zeal has long become extinct but the American from the WASP generation still regards almost everything he does from a pragmatic point of view. Such down-to-earth approach is a characteristic feature of all Americans – even of those best and the most talented citizens of the USA; for example, a great engineer and inventor Thomas Edison (1847-1931) complained that his son showed the inclination not to his father’s business but to a pure science and wanted “to be in the clouds like that guy by the name of Einstein”. But for his “head in the clouds”, the theoretical physics would have never reached such unbelievable results, among which one of the main proofs of American power – atomic weapons. For its power the present-day America owes much to the European scientists, who are less pragmatic than Edison, who just wondered what is there, “over the next hill”.
Attitudes towards changes and success. Hofstede points out that the fear of uncertainty is not a characteristic feature of the American society. Quite the contrary, the American from the WASP generation constantly looks for changes, creates them by investing all his forces into the desire to succeed. The changes are considered by the Americans in the light of a firm belief in progress. According to the main principles of this belief, a successful man should not say: “I can’t”. His ideal is a self-made man, a man who owes for success only to himself, who achieved this very success in spite of all troubles. To be a loser, as the adherents of this belief in success think, is a deadly sin. Almost all principles of the American applied psychology concern the problems of personality who strives for success and, at the same time, who is afraid of life defeat (in all its forms).
The attitude to time; punctuality. Many peoples have expressed their attitude to the use of time in some catchy phrases. For example, a Roman poet Horace said: “Carpe diem” (“Do not lose your day”, in the word for word translation we get: “Savor every day”). A Russian proverb says: “Делу время, потехе час” (“Business before pleasure”). A German proverb says: “Ohne Hast, ohne Rast” (“No hurry, no rest”). An Italian says: “Chi va presto, more lesto” (“He who walks quickly, he hurries to the death”).
Business formalities. As the business takes the first place in the life of the American from the WASP generation, it cannot and should not be mixed with anything else. Ukrainians, as well as Russians, who are inclined to combine formal and informal relationships, should remember that in the American point of view there is always a clear line between business and personal life. Of course, it may seem to be a curious argument, but the “bad guys” from the American movies sometimes accompany their evil deeds with some specification: “Nothing personal” as if they invite their victim to look at the situation from a purely business-like point of view.
Contentiousness (inclination for conflicts) of the American culture. The individualism is inseparably linked with a large extent of the contentiousness of the American culture. Here we do not mean domestic aggressiveness but a high persistence in defending own interests, the desire to receive from others as much as possible and give them in return as little as possible. (Such feelings can be seen in the behavior of individuals as well as in the actions of large organizations.)
The sense of national superiority, ethnocentrism. The American can be not only non-ceremonious, but also unceremonious. Such lack of ceremony often hides a badly concealed sense of national superiority. Above we have already talked about the fact that American culture does not encourage a clear demonstration of your advantages to the detriment of the others’ self-esteem, and now we indicate an inclination of Americans to over-emphasize the achievements of their country (real and imaginary) in communication with the representatives of the other countries. How can we explain this contradiction?
We can find the answer to it in the idea of ethnocentrism introduced, by the way, by an American sociologist William Sumner in 1906. Ethnocentrism (from Greek “éthnos” – people) is a man’s inclination to evaluate all the life phenomena in the light of the values of his own ethnic group, which is considered to be a model, the preference to his own way of life over the rest. In accordance with the logic of ethnocentrism, a deprecating attitude to the demonstration of personal advantages protects only “ours”, that is only members of the American society. The representatives of this ethno-social community are considered to be specially selected, those who live in the most perfect of the ever existed societies, which crowns neither more nor less than the whole human civilization. Only Americans have the highest extent of liberty and the opportunity to fulfill themselves; nobody can deprive them of these rights within their society. An American is proper with respect to “ours”, but the people of other cultures still have to prove him that they have reached the same level of perfection. And yet it has not proved, the American has a perfect right to express his sense of superiority. (And even if the proofs are really found, those who represented them can be considered only as capable imitators.)
Political Correctness. Political Correctness (PC) is the strict observance of the code of requirements used to ensure the equal opportunities for one and all independent and free citizens of America. PC requirements may be expressed in the form of some informal directions (akin to the code of ethics) but more often they are embodied in the laws. These requirements are not exactly brand-new and unprecedented. In America the struggle for civil rights of the Afro-Americans and for women’s rights has a long history. What is peculiar for the present situation, that is its wide scope which hasn’t laid aside a single sphere of social and private life of Americans.
Political Correctness is expressed through the inviolable admission quotas of coloured students to the American universities, protection of the handicapped, liberation of sexual minorities, etc. How can we account for such a scope? Last but not least, the fact is that the most remarkable social-and-political weight is attributed in the modern America to the generation of so-called “baby-boomers”; that is the generation of Americans who born during the postwar baby-boom and raised in the 1950-60’s when the whole USA were gassed because of the struggle for the rights of the black Americans, protests against the Vietnam war, and the activities of those youth movements which were seeking for the new values instead of the conservative ones of their parents. Becoming in the course of time the most powerful force in America, “baby-boomers” gained an offing to implement their ideals within the whole society. This power is notable for its sympathy, social hyperactivity, and strong desire to free the American society of all that “baby- boomers” believe to be the remnants of outdated views on relations between people. The administration of the 42nd President of the USA Bill Clinton (born in 1946, the years of his presidency – 1993-2001) was considered to be a mouthpiece of this very approach. However, the accession to power of the more conservative administration of George Bush Jr. (born in 1946) also didn’t change much as the energy of the most powerful generation of America is still rather great. (This stream is formed on the basis of not only typical Americans from the WASP generation but also the representatives of various ethnic and social minorities, each of which expects to protect its own interests via the PC intensification.)
Holidays. Lack of knowledge about the American national holidays does not promise you really serious troubles, but it may sometimes put you on the spot. So, the most important American holidays are as follows:
January 1 – New Year’s Day.
January 15 – the birthday of Martin Luther King Jr. (1929-1968).
In 1950-1960’s King was at the head of a powerful social movement of the black Americans who struggled for their civil rights. In 1964 he received the Nobel Prize for Peace. He was assassinated in Memphis, the state of Tennessee April 4, 1968. Of course, it goes without saying that the date of this holiday is especially important to remember when you deal with Afro-Americans.
February 22 – the birthday of the first President of the USA George Washington (life years – 1732-1799, the years of his presidency – 1789-1797).
Since recently this holiday has got a new name – the Day of the American President. And with the change of its name the original tenor of this celebration has also changed. Now it is believed that the Americans should not pay too much attention to the memory of the first head of their state – the commander-in-chief of those military forces who struggled for the independence of the United States and the chairman of the Convention who developed the American Constitution. In the eyes of the PC fighters, the homage rendered to Washington can insult the black Americans as the first president of the USA (as the majority of his associates) was a slaveholder. This fact is now shyly covered by the impersonal holiday dedicated to all American presidents, the political institute of the USA presidency as it is. The recognition of slavery as a shameful page of the American history should not cover the absurdity of these actions in any way.
July 4 – Independence Day of the United States.
Fourth Thursday of November – Thanksgiving Day.
This holiday is connected with the history of early, colonial America and recalls that Te Deum which was chanted by those settlers who luckily sailed across the ocean and founded the first colony in the state of Massachusetts.
December 25 – Christmas.
The majority of the experienced foreigners know that in the United States the time between Thanksgiving Day and the New Year’s Eve is not the best time to negotiate with the leaders of the American companies. You should remember about it before planning this or that PR-activity. It must be well thought-out and chimed with the main trend of the season. Perhaps, if the character of the PR-action does not conform to the present atmosphere at all, it is better to hung-up it for a while.
Gifts. If you want to know for sure that the American partners will not consider your gift as equivocal, just present them with the promotional gifts (items with a company logo, Ukrainian souvenirs, etc.). Personal effects (ties, shirts, perfumes, etc.) should be given only to the closest people. Choosing any gift, you should also take into consideration a cost factor. Expensive gift can be regarded as an attempt to put pressure or to bribe.
Canada
Canadian society is characterized by the middle social distance, strong individualism (which is less, however, than the USA’s), a little fear of uncertainty, and the male values dominance.
An ordinary Ukrainian knows little about Canada, although this country has (besides hockey) quite a lot of the remarkable “business cards”.
The size of its territory (9.9 million square meters – the second place in the world after Russia).
Niagara Falls (which Canada “shares” with the United States).
The longest undefended barrier in the world (between Canada and the United States) – 8893 km.
The longest highway in the world (Trans-Canada Highway) – 7604 km.
The Tower in Toronto (Canadian National Tower) – the highest self-bearing constriction in the world (595 m).
Holidays. Besides the traditional winter holidays – Christmas (25 December) and the New Year’s Day – let’s mention one more date which is especially important for the Canadians.
July 1 – the Day of Canada.
On this day in the year of 1867 Canada became the first dominion (self-governing division) of the British Empire. By the way, it is one more significant fact of Canadian – as well as of the world – history. In the future the Canadian way to the independence was repeated by Australia (1901), New Zealand (1907) South Africa (1910), India, and Pakistan (both countries – in 1947).
Great Britain
The information mentioned below can be applied to the British, that is to those Englishmen, Scots and Welshmen who inhabit the British Isles. We do not want to underestimate the dimension of the problems in the relationship between the different parts of the British whole (in the first turn, between the Englishmen and the Scots). It is very well-known that some historical scores among peoples united under the common name “the British” have not paid yet. But centuries of cohabitation and the interweaving of all the threads of economic and social life could but work out some common character traits that allow us to talk about a big British “family”.
The social distance that exists in Britain is more than in the USA and Canada. The British social hierarchy was very neatly characterized by Friedrich Engels who lived for many years in the British Isles and knew well this country: “What is the most repulsive here, that is the bourgeois “respectability” put in the flesh and blood of the working class. The social division into the grades, quite innumerable but undoubtedly recognized by all, each of which has its own pride but, at the same time, each of them is imbued with an inbred sense of respect for the those “best” and “higher””. These lines were written in the nineteenth century, but even today in the United Kingdom of Great Britain and Northern Ireland, despite all the scandals in the royal family, the prestige of the aristocracy is still very high, and respect for elders and obedience to them are considered to be a very important virtue.
British individualism is very strong (according to the classification by Hofstede it is nearly the same as the USA’s). According to a research team, this quality can be expressed in the working place in the following way: “British workers, unlike their colleagues, who represent the collectivist cultures, do not expect the managers to take care of them and assist them in solving their problems. ... For them a manager, who really cares about the welfare of his subordinates, is the one who provides them with such conditions which are necessary for improving the efficiency of labor. In other words, managers and subordinates maintain strict, purely business relationships”.
Fear of uncertainty. Even less than an American, a British seeks to avoid the uncertain, new, and risky situations. Researches and innovations top the chart of the English history. It was the United Kingdom who has been for a long time a real pioneer of technical progress and who has won the fame of “the workshop of the world” by the middle of the nineteenth century.
Traditions. It seems to be quite strange that permanent innovation is declared to be part and parcel of the British culture well-known for its loyalty to the traditions. Probably, the essence of this contradiction is the most neatly expressed in the comparison of the British society with a good sports car whose driver is simultaneously stepping on the juice and on the brake. The British combine in their nature an inclination to comprehend something new and a desire to preserve the old. It will take much knowledge and efforts to try to find out when and where we can touch this or that chord. To start with, it should be noted that the main “reserves” of the British traditions are as follows: polity (“decorated” with the whole set of the archaic procedures and ceremonies), legal system, and some aspects of education. In the sphere of business the Britons are more likely to accept novelties. (It is quite appropriate here to remind that it was Britain to be the native land for those so-called “merchant-adventurers” who developed the new markets at their own risk.)
Pragmatism brings an American and a Briton closer to each other. People from the British Isles are devoted to the business. According to the Russian culture expert A. S. Karmin, “An Englishman is inclined not so much to think (here only pure ratio is meant – D. P.) as to act”. That was the native-born of the British Isles (a famous philosopher and scientist Francis Bacon (1561-1626)) the mind of whom produced a maxim “Knowledge is power” which equalizes the search for truth and the ability to influence the outer world in order to change it to one’s own liking.
The Britons are more restrained and conservative than the Americans. Despite the fact that the creation of a huge colonial empire is a constituent part of their comparatively immediate past, the Britons are far less than the Americans affected by the hypnotic influence of some large-scale projects and activities, all that the American managers call “large-scale endeavors”. However, let’s remind that this very nation installed the first telegraph cable on the bottom of the Atlantic ocean, built the Suez Canal, and launched “Dreadnought” (in 1906 – the largest warship in the world) and “Titanic” (the tragedy of its short history does not conceal the fact that it was the most majestic liner in due time). This short but impressive list points out that the Britons feel equal to the large-scale projects but they begin to do something only when they see the practical conveniences of any kind.
In the British culture the male values dominance is expressed much more often in the form of the competitiveness rather than in the form of the gigantomania. This fact is very important for answering a question about what traits of image of a foreign state, company or organization the British society can estimate in the first turn.
Holidays. The contemporary British holidays are the result of the common influence of such factors as the rich history, the combination of several peoples and cultures, and the loyalty to traditions.
January 1 – New Year’s Day.
March 1 – St. David’s Day (a patron saint of Wales).
Second Monday of March – Commonwealth Day.
It is talked, let’s just remind, about the so-called British Commonwealth of Nations which has united since 1931 under this title many former British possessions which continue to recognize nominally the power of the British monarch represented in these countries by the governor-generals appointed by this monarch.
April 23 – St. George’s Day (a patron saint of England).
30 November – St. Andrew’s Day (a patron saint of Scotland).
December 25 – Christmas.
December 26 – Boxing Day (a day when the gifts are either presented or packed).
From the very beginning, on this day that follows the Christmas day representatives of the upper classes distributed to the poor some simple gifts packed in boxes. Nowadays Boxing Day is continuation of the Christmas celebrations, an additional opportunity to do something nice for people around.
We have agreed not to talk about the Irishmen, but if you are in the UK you still should remember that 17 March is St. Patrick’s Day (a patron saint of Ireland).
Gifts. The British business circles have special rules for the presentation of gifts as well as for the choice of the items to be presented so that they will be considered to be just a gift not a bribe. To these items we ascribe calendars, notebooks, lighters, pens with a company logo, alcoholic beverages (the last item – only for holiday gifts). As in the communication with the Americans, we should remember about the strict limits of the gift cost. Expensive gift can puzzle a British and even cause the suspicion of the purity and sincerity of your intentions.
Greece
The Greek society is characterized by a large social distance between the separate social layers, groups and individuals as well.
The embodiment of the individualism is not typical of the Greeks. Let’s remind that for the collectivist cultures family and other social units play a more important role than for the cultures with a predominance of the individualistic attitudes. Well, with the exception of the large industrial enterprises, banks and transnational corporations which are organized on the basis of modern management approach, the Greek firms are just a family business. Greece takes the first place in Europe in the number of small mom-and-pop businesses. Like the representatives of the other collectivist cultures, the Greeks are able in some cases to show a certain reticence in the communication with “aliens” who can destroy the traditional lifestyle.
A strong desire to preserve such state of affairs means that a fear of uncertainty is a characteristic feature of the Greek culture.
The male values dominance. This trait is expressed through the contentiousness and a higher extent of emotionality of the Greek communicational culture, which is characterized at same time by a certain weakness of the braking mechanisms.
Let’s also remind, so to say, the historical inclination of the Greeks to the discussions. The tradition of verbal punchfest throw back the ancient history. It is the Ancient Greece which was a mother land of the philosophical debates, lawyer’s eloquence and political demagogy (later, in the Christian era, it became also a mother land of the theological disputes).
Holidays
March 25 – Independence Day (the first day of the anti-Turkish uprising in 1821 which developed into a war ended only in 1829 with the liberation of Greece from Turkish pressure).
October 28 – Day of Greece.
December 25 – Christmas.
The orthodox Greeks celebrate this important for all the Christians holiday not according to the Julian (as the orthodox Christians in Ukraine and Russia do) but according to the Gregorian calendar (as Catholics do).
Spain
Spain is a country with a very specific cultural-and-historical complex. Along with the proper Spaniards (Castilians, Aragoneses) who occupy the majority of the territory of the country, the northern Spain is a home for the Basques and Galicians. Here we will focus exclusively on features of Spanish culture.
Its characteristic features, according to the classification by Hofstede, are as follows: a large social distance, strong individualism, a strong fear of uncertainty, and the female values dominance.
Non-punctuality. By this remarkable quality we can distinguish Spaniards from the other European nations. One should think that it is the result of the close historical bonds of the Spanish population with the Arabs (to be more precisely, with the Moors) – bearers of the eastern values where, as we already know, punctuality does not occupy a prominent place. In the American cultural studies there is an informal – somewhat condescending, though rather correct – definition of such relaxed attitude to the time which is a characteristic feature of many nations in Asia, Africa and Latin America, – “Colored Peoples’ Time”. It is significant that Western culture experts have a special term to denote the proper Spanish non-punctuality, – “maňana-habit” (from Spanish maňana – “tomorrow”, and from English habit; so it is easy to understand that maňana-habit means the habit of shelving proposals or, to put it in simpler words, “Tomorrow come never!”).
So, punctuality does not seem to be a must for a proper business organization for a Spaniard. If you know this feature of Spanish culture, it will be hardly reasonable to focus your attention on the problems of accuracy, time savings, etc. It can spoil your relationships with the Spanish side, you will get the reputation of a man of principle, or even an arrogant man. The last one is especially dangerous for your relationship with the Spaniards, for whom a personal dignity and honor (el honor) is not a tale that is told.
The Spaniards can be also characterized by the specific non-ceremoniousness which can give a shock even to the rather relaxed Americans. For example, it is here quite all right to conduct business acquaintances and important meetings in simple cafes opened for the widest range of visitors. You should take it into account for establishing the relations with them: it is the Spanish culture which inspires the Spaniards much closer relations with their foreign partners.
Holidays:
July 25 – Day of St. James (Santiago) (a patron saint of Spain).
October 12 – Day of the Spanish nation (Discovery Day).
Despite the fact that during the whole nineteenth century Spain had lost all its colonies in Latin America (the first one – Paraguay – in 1811, the last one – Cuba and Puerto Rico – in 1898), the former mother country kept close cultural and political ties with its separated possessions. In some cases, the Spanish and Latin American world is considered to be a cultural-and-historical unit which has common traditions recognized on the both sides of the Atlantic ocean. Thus, in order to add to the above-mentioned about the establishment of the relations with the Spanish society, it can be noted that that the good relations with the Spaniards can also be the first step to the establishing of the good relations with the people from Latin America.
December 25 – Christmas.
PR problems, directions and methods in relations between Ukraine and the countries of Asia and Africa
In the given lecture we are going to examine some questions related to the interaction of the Ukrainian side with the representatives of the Republic of Turkey (Turkey) and the Arab world. The reasons for such choice are as follows: geographical proximity (which is especially close with Turkey), relatively active contacts of different shapes and styles – from Ukraine’s participation in the decision of “the Iraqi problem” to tourist trips of the Ukrainians to the Turkish and Arab resorts.
Ukraine in the eyes of the countries-IPR objects. Potential problems in conducting PR- activities
Representations of Ukraine in many countries of Asia and Africa (where they are generally formed) is a more neutral than in the West. It means that between Ukraine and the countries of the Middle East there have not appeared yet some dangerous “pitfalls” of historical injuries, stereotypes, etc. Although in any case it is very difficult to find your own place, your own voice in such a complicated region where many ancient cultures are crossed, where the long-standing rivalries and the newest international conflicts are closely interwoven.
Ethno-cultural peculiarities of the countries-IPR objects of Ukraine
Turkey
Anyone, who has only superficial knowledge about modern Turkey (foreign tourism, a desire of to join the European institutions) and has very little knowledge of its history, may be surprised to hear that the foreigners have long been for the Turks the subject of the most hostile feelings, they have been regarded as “giaours”, infidels, those who do not accept Islam. At first strong Turkey influenced its European neighbors and threatened them with the enslavement (in 1683 the Turkish troops were under the walls of Vienna). Then, after the weakening of the Ottoman Empire, the balance was swayed in the favour of the Europeans, and it were they who began to press Turkey, proposing humiliating inequitable treaties, the so-called “capitulations”. The fact that the infidels turned from a victim into a threat which hung over the decrepit empire changed only the forms and reasons for expression the feelings, for they remained actually unchanged.
Large social distance, low individualism
Establishing the contacts with the Turkish side, it is useful to remember how important for the Turks are the relationships of clannishness, the fact of education in one and the same educational institution, etc. To develop their business the Turks widely use the once-tied acquaintances, letters of recommendation, etc. Here we do not mean to say that the other peoples do not know such model of relationship. D’Artagnan was carrying his father’s letter for the captain of the royal musketeers; the vice-president of the United States may receive the letter of request from his former classmates engaged in the business. But in the East these informal relationships are too firm, they are surrounded by a unique atmosphere and they can give an outsider, a foreigner a unique opportunity to establish contacts with those who would treat them in another case with the polite caution (at the best).
Strong fear of uncertainty is manifested in the strained reaction to the changes in the usual state of affairs.
A sedate manner of conducting business (yavash-yavash). In the past, when the Turks discussed their business, the ceremonies of smoking hookah or cigarettes, drinking coffee or tea infinitely alternated. Of course, nowadays the Turks conduct their business more dynamically but we should not plan activities for the Turkish side without having at least the minimum of time in reserve. A business conversation even now may be preceded by “sohbet”, that is a sort of chit-chat, drinking coffee or tea, sweets refreshments. The special importance given by the Turks to this a prelude is proven by the following saying: “Sweet to eat, sweet to talk”.
The importance of the informal relationships (of course, where that it is really appropriate, where you do not have to address to your interlocutor, to speak figuratively, through the social barriers). The address by the surname, except for some ceremonial occasions, is not still so popular with the Turks (the surnames were introduced only in the mid 1930’s and have not found any acceptance yet). The Turks use various nicknames and names addressed to the representatives of the whole social or professional groups: for example, “usta” (“master” as an address to the man occupied with the highly qualified physical labour), “chaush” (“sergeant”, “soldier” as an address to the members of the armed forces who have the rank of non-commissioned officer, or to those who have already served in the army).
Holidays
January 1 – New Year’s Day (the Turks are Europeanized to such extent that they celebrate without particular effort the holiday which is of Christian nature in its basis).
October 29 – Declaration of the Republic (in 1923, after the dethronement of the last sultan of the Ottoman Empire).
Religious holidays
Even having been much Europeanized, Turkey is still an Islamic country. Here we just denote a vital importance of the religious factor for the successful establishment of the contacts with the representatives of the Muslim world, when it comes to the contacts with the Arabs, we will consider in a more detailed way some subtleties closely connected to the Islamic holiday calendar.
Gifts. The Turks like giving and receiving presents. Any party conducted by the Turkish businessmen is completed by the presentation of the invited people with the small souvenirs. In the special esteem of the Turkish businessmen special “plackets” stand (from French plaqué – “plate”), that is the embedded in a velvet box-support bronze or brass plates with a logo of the company and an commemorative inscription.
Arab countries
The world is inhabited by the millions of Arabs who live on the vast territory stretched from the west coast of Africa to the lands washed by the Indian Ocean. Of course, many Arab nations are differentiated but they have common, so to say, basic, peculiarities for the classification of which we can use that one by Hofstede.
So, according to Hofstede, the Arabs are characterized by the large social distance (more than in Turkey), the low level of individualism, a noticeable fear of uncertainty and the male values dominance.
In their every-day life the Arabs often demonstrate the desire to avoid open conflicts. This fact gives rise to the appearance of the huge amount of the evasive phrases in Arabic speech etiquette which means that to say frankly “no” and “yes” is considered to be indecent. Your refusal, if it is really unavoidable, you shoul present in such a way so as to save face of your interlocutor.
“Consensusness” of the Arab culture can be explained by the same reasons as the “consensusness” of the Japanese culture: in both cases all the forces are devoted to make the hostile environment comfortable, to maintain the viability of the society, to provide its members with the personal security. In Japan there are the infertile mountainous islands where millions of people live in density; in the Arab countries there is desert where you will not survive alone or there are the complex irrigation systems, as in Egypt, the work of which also requires permanent joint efforts of many workers. (The most widely spread Egyptian proverb says: “Patience gives birth to the good”. Thus, the quality of human character, which helps to avoid glaring contradictions and unites people for labouring, is proclaimed to be a virtue.)
The traditions of hospitality and generosity. Patience and desire to avoid conflicts are closely connected in the Arab culture with hospitality. The Russian expert on Egypt A. Vasiliev estimates this peculiar feature in the following way: “Life in the team, the dependence of one upon the all have elaborated a set of rules for the communication between those people who are unlovable for the Egyptians as well as the other Arabs, who have hospitality and politeness in their blood . ... Hospitality is considered to be a duty and a constituent part of the social status. To pass for a niggard, not to do honour to his guest seem for an Egyptian to be a disgrace”. One of the many Arabic proverbs says: “The god presents you with a visitor”. No special arguments are required to understand how it is important to consider the punctiliousness of the Arabs as to the parties, guests and everything connected with it. There is whether a presentation, or a meeting of the Arab delegation and so on – all this should be conducted in accordance with the ideas of the Eastern hospitality.
Time management. Punctuality is not reckoned among the Arab virtues. Of course, one and the same Egyptian-fellah (farmer) is accustomed to obey implicitly the iron tempo of field work which has been hardly formed during the only one millennium of the Nile floods. But besides this purely peasant obedience to the tempo of nature, an Egyptian, like his counterparts in other Arab countries, has nothing that could remind us the discipline of the European or the American, whose tempo of life is predetermined not only by an hour hand, but also by a minute hand, sometimes even by a second hand. The Arab non-punctuality and tendency to drag out business by the constant shifting of the promises to settle all the affairs “tomorrow” is represented in the study of culture by special definition “bukra syndrome”.
Holidays:
the Democratic and Popular Republic of Algeria (Algeria) – November 1, Revolution Day (the outbreak of the anti-French national liberation struggle in 1954).
The Arab Republic of Egypt (Egypt) – July 23, Revolution Day (day of the dethronement of the king Farouk by the members of the organization “The Free Officers”, 1952).
Socialist People’s Libyan Arab Jamahiriya (Libya) – September 1, Revolution Day (Muammar Gaddafi’s accession to power in 1969).
The Kingdom of Morocco (Morocco) – Throne Day (the day of the accession to the throne of reigning monarch; since 30 July 1999 – Mohammed VI).
The United Arab Emirates – December 2, Day of the Federation Formation (1971).
The Syrian Arab Republic (Syria) – April 17, Evacuation Day (the withdrawal of the French colonial troops in 1946).
Besides the secular holidays, we should also remember about the most important events of the Muslim religious calendar among which the most important one is saum, that is a fasting observed by the Muslim Arabs during the ninth month of the lunar calendar (the month of Ramadan). The higher is the level of religiousness in the country, the more likely is that all the business activities during Ramadan will be on the verge of fading.
The most important landmarks of the Muslim calendar are as follows:
Eid-al-fitr (the end of month of fasting, the first meal after fast) is celebrated on the first day of Shawwal, the lunar month that follows the Ramadan.
Zhu-al-hijjah is the twelfth and the final month of the lunar calendar; it is the month of pilgrimage (hajj) to the sacred places of Mecca in Saudi Arabia.
Eid-al-adha (a four-day feast of sacrifice) is a holiday which crowns the pilgrimage to Mecca.
Gifts. When you present your partners or clients with the gifts in the Arab countries you should always remember about the prohibition imposed by the prophet Mohammed to drink alcoholic beverages. Moreover, those who come from the Western countries, where the questions of religious belief have long been receded into the background and where the finenesses of religious observances are not actually taken into account in business relations, can easily offend the Muslim Arab and insult the religious feelings of Muslim audience.
Conclusion
In conclusion to our manual we would like to emphasize only a few points.
We wanted to show that in the contemporary world the activity, which we denoted as “the international public relations”, is an integral part of the strategy of any state which is conscious of its interests, any private company which conducts its business in the foreign market, any social organism that sets the tasks of the international importance.
On the one hand, international PR have already played, play and will play an important positive role in making countries, peoples and even single individuals closer to each other, in helping to overcome political and cultural barriers and in the search for common ground and common interests. On the other hand, the IPR technologies are often reborn and under the influence of the evil will they can become an instrument of unfair, malicious, and even criminal manipulation with the consciousness of many people, sometimes the whole nations.
We also wanted to show that – for good or for evil the IPR technologies are used – they demand from people who try to apply them some special skills and deep many-sided knowledge. The purpose of our manual was rather modest – only to give an overview of the international public relations and serve as a starting point for those readers who will have to do with the sphere of the IPR. We hope that the acquaintance with this manual will serve as a driving force of the professional growth of future IPR specialists. We also hope that the knowledge derived by them from this manual and the other sources and their professional success will contribute for sure to the improvement of international relations and the greater understanding between people of different cultures and countries.
1 Western countries.
2 Non-Muslim Eastern countries.
3 Countries of the Black Continent.
4 Muslim countries.