prof. dr. felipe chibás ortiz · prof. dr. felipe chibás • associated professor and researcher...
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Prof. Dr. Felipe Chibás Ortiz
Media and Information Literacy (MIL) approach for
sociocultural projects: a research on Cultural Barriers to
Communication and Creativity in Brazil and Cuba
Prof. Dr. Felipe Chibás
• Associated Professor and Researcher at
Center for Evaluation and Measurement Studies
in Communication and Marketing (CEACOM) OF
(School of Communications and Arts)ECA-USP
(University of Sao Paulo)
• Author of several books about
Communication, Creativity and Culture
published in many countries
• Digital Communication Consultant
• Ex - CEO of Perfectu Empresarial a member
of multinational Group Global Estrategias
Email: [email protected]
Email: [email protected]
1. Cultural Barriers to Communication 2. Creativity, Innovation and Entrepreneurship 3. Marketing and Communication and Project Management 4. Communication, Digital Marketing and EAD. 5. Personal Marketing at the Internet
www. criarcom.com
Objetive:
Show a research about the Cultural Barriers to
Communication and Creativity projects in 11
countries, in special in Brazil and Cuba.
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SALTO CRIATIVO OU ASALTO AO FUTURO
INNER AND OUTSIDE BARRIERS RISKS CHALENGES
OPPORTUNITIES FUTURE PURPOSES
PRESENT
A CULTURAL CHANGE OR A CRIATIVE JUMP
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In this research I used the following tools: 1. Questionaire (in the
web and presential) 2. Interview 3. Observation
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Culture Barriers to Communication and Creativity : Research in 11 countries
Methodology
The research comprised 1493 experts from various countries who spontaneously answered the questionnaire the was sent via the web.
These experts were acting cultural managers, organizational consultants, university professors who teach intercultural communication related subjects, marketers, entrepreneurs and civil servants.
Those participants work with cultural policies or programs and cultural projects.
A research in 11 countries….
1. 591 from Brazil,
2. 158 from Cuba,
3. 11from Uruguay,
4. 12 from Paraguy,
5. 114 from Colombia,
6. 154 from Chile,
7. 86 from Spain
8. 27 from Portugal,
9. 98 from USA,
10. 9 from Panama and
11. 233 from Mexico.
1.Etnocentrism 1396 2.Tendency to individualism/colectivism 558 3.Sexism 1142 4.Sensuality 972 5. Religion centrism 1238 6.Tendency to over evaluate one’s urban or rural origin 360 7.Distorted relationship with ethics 905 8.Trend to over evaluate or attribute no value to age 1209 9. Adopt autocratic styles of communication or excessively laisser faire 606 10.Tendency towards the immediacy opposed to mediation 894
11. Hierarchical distance 990
12. Uncertainty control 673 13. Tendency towards internalization/externalization 437
14. Technophobia or Technological Barriers 1199 15. Non Ecological Tendency 602 16. Not inclusion of disabled people 882 17. Different Legal Stances 238 18. Bullying 701 Total 1493
Table No. 1 - Cultural Barriers to Communication: - Communications Problems of of community projet Source: Questionnaire created by the author.
Main purpose of the Project Number of replies Percentage
To contribute to eliminate inequalities 1139 76,3%
To offer information and education 983 65,9% To enhance the selfsteem and provide dignity to the participants
912 61,1 %
Integrate the people into the society 874 58,9%
To contribuite to stemulate the dialogue 737 49,4%
To joint together the people belonging to a community
690 46,2%
To improve local services 600 40,2 %
To educate people in a profession related culture
561 37,6%
To accomplish with the legend requirements related to the social balance of the organizations
146 9, 8%
Table No. 2 - Main purposes of the cultural projects in the countries that were researched . Source: Questionnaire created by the author.
Kinds of Creativity Number of replies
Percentage
Associated to planning 1060 71%
Associated to produts and artistic services
836 54%
Associated to small groups 761 51,5%
Associated to innovation and technology
686 46,1%
Associated to large groups 433 29,2 %
Associated to the spirituality and religiosity
343 23,3%
Table No. 3 – Kinds of creativity favorable to community culture projects. Source: Questionaire created by the author.
Vehicles and
communication media
most used by
community socio-
cultural projects
Number of
replies
Percent
age
Internet 1239 83,3 %
Face to face 1030 69 %
Neighborhood
Magazines and
Newspapers
737 49,9 %
TV 690 46,2 %
Radio 507 34 %
Average 1493 100 %
Table No. 4 – Vehicles and communication media most used by community socio-cultural projects Source: Questionnaire created by the author.
Ways to show
community socio-
cultural projects on
the Internet
Number of
replies
Percent
age
Digital Social Network 985 66,5%
Sites 940 63,6%
E-mails 806 54%
Blogs 507 34,4%
Banners on other
website
308 26,1 %
Average 1493 100 %
Table No. 5 - Ways to show community socio-cultural projects on the Internet Source: Questionnaire created by the author.
Country Brazil Cuba Number of repliess Percentage Number of replies Percentage
1. Etnocentrism 588 8,67 126 10,77 2 Tendency to individualism/colectivism 278 4,10 14 1,20
3. Sexism 589 8,69 92 7,86 4 Sensuality 473 6,98 70 5,98 5 Religion centrism 532 7,95 98 8,38 6 Tendency to over evaluate one’s urban or rural origin 410 6,05 35 2,99
7 Distorted relationship with ethics 473 6,98 26 2.2
8 Trend to over evaluate or attribute no value to age 309 4,56 42 3,9
9 Autocratic styles of communication 389 5,74 133 11,77
10 Tendency towards the immediatism opposed to planning to future 407 6,00 47 4,02
11 Hierarchical distance 387 5,71 123 10,51 12 Uncertainty control 221 3,26 47 4,02 13 Tendency towards internalization/externalization 346 5,10 19 1,62
14 Technophobia or Technological Barriers 486 6,87 120 10,26
15 Non Ecological Tendency 112 1,65 60 5,13 16 Not inclusion of disabled people 448 6,61 75 6,41
17 Different Legal Stances 55 0,81 11 0,94 18. Bullying 297 4,38 32 2,74 Average 6780 100 1170 100
Table No. 6 Cultural Barriers to Communication that the projects of Brazil and Cuba face under the approach of Media Information Literacy, Transcultural Communication or Educommunication.
Indicator Brazil Cuba
Goverment ´s role Less present, more like regulatory body More present, more like regulatory body
Interprises ´role
Contribute financial resource Provide workforce and material resources
Using the methdos and tecnics of Creativity To look for new ideas in design, advertising and advertising, but not in management
Discussion of ideas and stimulation of group creativity, but not in management
Kind of creativity Focused at solving technical or technological problems
Focused to take on challenges and planning
Integrated Communication Do not use Do not use
Using the New Technologies of Information and Communication
Use Use little
Using the MIL perspective and New Technologies of Information and Communication
Smaller and more in the focus of exploiting the possibilities that open new technologies
Greater, but in the sense of forming a critical eye of what passes the media
Placement Supply the means to satisfy the needs the state could not provide for
Contribute to maintaining identity
More used medias in the virtual Marketing strategy
Digital social networks (Fundamentally Facebook and Twitter)
Fundamentally Blog and site
Greater emphasis to presencial vs. Virtual In the virtual In the presential Using Crowfounding They even use what little Do not use
Finding sponsors National companies From foreign sources of funding and international organizations
Usiing the methodology of project of MIT Most projects do not use it Most projects do not use it
Table No. 7 - Comparison of socio-cultural and educational projects in Brazil and Cuba based on indicators (Trends).
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Final Considerations 1. The lack of understanding and tolerance of other identity and culture can be the cause of
conflicts and wars. Hence it is necessary to diagnose the Cultural Barriers to Communication in each cultural group.
2. According to our research the quick diagnosis of Cultural Barriers to Communication helps in the prevention of conflicts and in the implementation of policies, innovative communication strategies, as well as in conflict management and acceptance of multiple diversities.
3. A world of new social relations, associated with the use of new technologies, is being built on a daily basis. It is a priority to integrate governments with international agencies, with universities and organizations, with enterprises and artists in the search for solutions starting from the knowledge of the Cultural Barriers to Communication. Each vulnerable group faces such barriers in order to create a society in transformation that integrates new technologies as an essential factor.
4. To understand these new ways of living of relating to people, to enterprises and either or not vulnerable social groups, it is necessary not only to understand the potential, but also to understand the barriers, in order to create real innovative and sustainable culture of communication. This is why the researches on Cultural Barriers to Communication are very important.
“
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Final Question
Which are the opportunities that those studies of
the Cultural Barriers to Communication and the
Creativity open in the Internet for the community,
and the socio-cultural projects?
