American symbolism in intercultural communication: An animosity/ethnocentrism perspective on intergroup relations and consumer attitudes

Abstract:

What leads to acceptance versus rejection of messages that represent one's own culture/in-group, or a foreign culture/out-group? We investigate how symbols in mass communication might be used to overcome biases toward in-group and out-group messages. We experimentally study these effects across countries representing varying levels of consumer ethnocentrism (which relates to attitudes about one's own country, or in-group) and country-specific animosity (which relates to attitudes about a particular foreign country, or out-group). We select 4 countries based on varying levels of ethnocentrism and US-focused animosity. Using a Social Identity perspective, we find support for asymmetries of response regarding in-group preference and out-group discrimination within the context of US and indigenous cultural representations in the form of symbols and brands.

Año de publicación:

2010

Keywords:

Fuente:

google