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Applying a Western World Theory in a Non-Western Area
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Applying a Western World Theory in a Non-Western Area
Changes in the global environment have necessitated greater cross-cultural interaction. In the context of PR, globalization has come with significant implications. One such implication is the application of Western World theories in non-Western areas as world societies interact. Some pertinent issues include language and cultural differences. According to Ledingham (2008), globalization has prompted new models of PR that are adapted to specific cultures. This observation suggests the implications of applying a Western World theory in a non-Western area. It would be a risk to apply a Western World theory to a non-Western area for three main reasons: the content of the theory might be offensive or clash with the culture of the area, the way the theory is presented or applied might be inappropriate, and the subjective nature of truth may have a bearing on the effectiveness of the application as shown in best history writing service.
The application of a Western theory to a non-Western area implies introducing the product of Western social structures to the non-Western area and the underlying potential for inappropriate or clashing content. As such, the application has significant implications because the content of the theory entails a product of Western social structures. Theories in PR and other fields reflect and reinforce the fabric of society. Bourdieu’s fields such as PR reflect the structures of larger fields such as power and ultimately society (cited in Edwards & Hodges, 2011, p. 63). As a result, Western theory is the product of longstanding social structures of Western societies. Applying a Western theory to a non-Western area introduces the product of one social structure to a different social structure. It is likely that the differences in the social structures of the Western and non-Western areas might lead to a rejection of the content of the Western theory when applied to the non-Western area. An understanding of the social structures of the non-Western area is necessary to obtain sufficient information to adapt the content of the Western theory to the non-Western area. A failure to recognize the implications of the different social structures might encourage applying a Western theory with content that is inappropriate or offensive to the non-Western area.
The Western theory might also be damaging to the non-Western area with the underlying potential for such damage elusive to those applying the theory. The idea that “West is best” underscores the risk that underlies attempts to apply a Western theory to a non-Western area. According to Blunt and Jones (1997), a belief in the superiority of Western models has proved damaging to nations on many occasions. Such a belief might mislead those applying the theory to disregard the culture and other important factors of the non-Western area. The potential for conflict is greater as a result of such disregard. It is important to reassess the assumptions underlying the Western theory to adapt its content to the non-Western area.
Beyond the content of the theory, the way it is presented or applied is another consideration with significant risk when applying a Western theory to a non-Western area. Linguistic, cultural, and other differences present challenges for the application of a Western theory to a non-Western area in terms of the approach to use. An appropriate Western theory or one that is adapted to a non-Western area might fail if the way it is presented does not consider the implications of significant differences between the West and non-Western area. In this regard, it is not enough to simply ensure that the Western theory’s content is appropriate for the non-Western area. According to Waymer (2012), the method of presentation is just as important as the message in communication as regards PR. This notion is relevant to applying a Western theory to a non-Western area. Finding an appropriate way of presenting the theory is an important element in the application. For instance, the communication styles that are appropriate and effective in Western societies fail in a non-Western area. Applying a Western theory to such an area without considering appropriate communication styles is likely to undermine the initiative. The application should rely on appropriate communication styles.
Another issue pertinent to applying the theory regards the subjective nature of truth from the perspective of different societies. Truth is largely subjective and the same situation might be interpreted differently by different cultures as to whether it amounts to truth. As per Bourdieu’s theory of society as noted in the previous paragraph, the beliefs held by individuals and groups about truth reflect and reinforce the social structures in which the people live. In this context, Western theory is structured to conform to truth as perceived by Western society. Similarly, it would be expected that the non-Western area’s beliefs about truth are structured by the area’s wider societal structures. It would be counter-productive and risky to ignore such expectations. The same Western theory, when applied to a Western society on one hand and non-Western society on the other, might lead to different outcomes regarded as truth or otherwise. The potential for divergent outcomes implies the need to consider the implications of the non-Western society for applying a Western theory and taking the necessary measures to adapt the theory essay help service.
Moreover, as per Earl Newsom’s concept of familiarity and trust regarding persuasion as cited in Newsom and Kruckeberg (2012), people tend to reject ideas from sources if they don’t trust or know those sources. In this perspective, attempts to apply a Western World theory in a non-Western area is likely to fail if the receiving area distrusts or knows little about the West. People in the non-Western area might have an unfavorable or negative opinion about the West to the extent that they would readily reject a Western World theory. It is necessary to check and understand the non-Western area to avoid uninformed assumptions and adopt a method that would ensure the application of the Western World theory is successful. Earl Newsom’s theory suggests that the people in an area that does not know or distrusts the West are likely to reject the Western World theory because they do not know the source of the theory. It is important to address any misinformation about the West and a lack of awareness to bring the people of the area to trust the source of the theory.
The implications of differences across societies suggest that it would be a risk to apply a Western World theory to a non-Western area. The associated risk involves the likelihood that the content of the theory might be offensive or clash with the culture of the area, the presentation or method of application of the theory might be inappropriate, and the subjective nature of truth may have a bearing on the effectiveness of the application. It is important to consider the differences across the two societies to adapt the Western theory to the non-Western area. Both the content of the theory and the presentation should be considered in the context of the non-Western area. Such considerations can help to ensure that the application of the theory resonates with the non-Western area.
References
Blunt, P., & Jones, M. L. (1997). Exploring the Limits of Western Leadership Theory in East Asia and Africa. Personnel Review, 26(1), 6-23. https://epicessayhelp.com/tag/english-assignment-help/
Edwards, L., & Hodges, C. E. M. (Eds.). (2011). Public Relations, Society and Culture: Theoretical and Empirical Explorations. ProQuest Ebook Central http://ebookcentral.proquest.com
Ledingham, J. (2008). Cross-Cultural Public Relations: A Review of Existing Models with Suggestions for a Post-Industrial Public Relations Pyramid. Journal of Promotion Management, 14(3/4), 225–241. https://doi.org/10.1080/10496490802637853
Newsom, D., Turk, J., & Kruckeberg, D. (2012). Cengage Advantage Books: This is PR: The Realities of Public Relations. Cengage Learning.
Waymer, D. (Ed.). (2012). Culture, Social Class, and Race in Public Relations: Perspectives and applications. ProQuest Ebook Central http://ebookcentral.proquest.com
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