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Culture and Communication

Cultural Variations and Media Effectiveness

¹ Indiana University–Purdue University Fort Wayne
² Louisiana State University, Baton Rouge
³ Baskent University, Ankara, Turkey

Correspondence: Karen Moustafa Leonard, Indiana University–Purdue University Fort Wayne, Fort Wayne, IN 46805 Email: moustafk{at}ipfw.edu

Advances in communication technologies have made great progress in bridging time and distance, but social and cultural differences are still formidable obstacles to effective communication. Communication processes occur in specific cultural contexts, with unique normative beliefs, assumptions, and shared symbols. Culture influences what people communicate, to whom they communicate, and how they communicate. There has been little systematic cross-cultural research to explicate the effects of communication media on communication effectiveness. This article proposes cultural effects on perceptions of media effectiveness. The authors advance conceptual knowledge by presenting new perspectives on the cultural effects on individuals’ perception of media and their effectiveness.

Key Words: communication • culture • individualism • media • power distance • uncertainty avoidance • media richness theory

Administration & Society, Vol. 41, No. 7, 850-877 (2009)
DOI: 10.1177/0095399709344054


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