Abstract
The International Committee of the Red Cross (ICRC) attempts constantly to motivate its audience through social media to adopt humanitarian attitudes and behaviors. Owing to its multicultural audience, the results of this communicative attempt varies from region to region. In this context, in order to optimize the humanitarian communication outcome, it is of high importance to investigate the mediating role of culture. Drawing on Hall’s context theory, this comparative survey-based study tries to analyze the influence of personal context culture on humanitarian behavior intention in a low-context-culture country (Switzerland) and a high-context-culture country (Colombia). The results indicated that once exposed to implicit social media posts of the ICRC, the Colombian showed slightly higher behavior intention compared to the Swiss and participants’ personal context-culture score fully accounted for this difference. This study is also an empirical examination of Hall’s context theory in a humanitarian communication context.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
