Stella Ting-Toomey

Felipe Korzenny

Published in cooperation with the Speech Communication Association Division on International and Intercultural Communication. A diverse multicultural team of experts assembled for this compelling volume voice the importance of understanding language, communication, and culture. They discuss the critical role of language usage through communication to assert and negotiate different facets of identity, and relate the different levels and functions of language usage to the collective life of a culture. Each author discusses the interlinkage between language and communication based on his or her points of research interest and orientation. Topics addressed include the importance of studying the relationships between language and society; the relationship between language and identities--personal identity, social role identity, and cultural/ethnolinguistic identity; and the multiple functions and meanings of language and communication in relationship to culture. Taken together, the three approaches in this volume reflect the current trends and directions of multidisciplinary nature of studying language, communication and culture. Language, Communication, and Culture reflects the current ideas and approaches of scholars working in the disciplines of psychology, linguistics, sociolinguistics, intergroup relations, and communication. It will appeal to scholars, researchers, and students who are intrigued and enticed by the fascinating, multifaceted aspects of language. "The book makes a unique contribution to the literature in that it includes a balance of theoretical discussion of issues such as language development, use, and function, as well as a variety of analytical approaches and intergroup data-based studies. . . .Language, Communication and Culture is a book which extends our knowledge about the structures, functions, and implications of language use across cultures. Ting-Toomey and Korzenny have provided a worthwhile sourcebook for those of us researching culture, and a particularly useful book for graduate level or advanced undergraduate coursework in language and/or culture." --International Journal of Intercultural Relations "This is an important volume and will prove invaluable to gamers interested in the communication and the cultural aspects of simulation." --Simulation & Gaming "This collection . . . is a well-organized presentation of current research on the relationships among intercultural communication processes from differing perspectives." --The Modern Language Journal "This book will interest academic specialists in language and communication and their graduate students." --Academic Library Book Review "On the whole, the papers are coherent and well integrated into the research literature." --Canadian Journal of Communication "The contributors′arguments are diverse but interlinked and provide a critical perspective on the theme of language and communication in cross-cultural contexts. . . . Adds to several important studies about the language/culture nexus and favors the current climate of cultural pluralism and multilingualism to promote liberal ethnic identity." --Journal of Cross-Cultural Psychology

Current Directions

Language, Communication, and Culture

Betty Ann Korzenny

This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors’ dedication to Hispanic consumers which motivated this book. Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 2: Characteristics of the Hispanic Market Chapter 3: What Makes Hispanics “Hispanic” Chapter 4: The Role of Language in Hispanic Marketing Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 6 Cultural Dimensions and Archetypes Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 8: US. Hispanic Media Environment and Strategy Chapter 9: The Evolution of Hispanic Marketing Chapter 10: The Future

Hispanic Marketing

Sindy Chapa

Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing communication strategies. Brought to you by three leaders in the field of Hispanic Marketing, this third edition now includes: twenty-seven new case studies which emphasize digital marketing applications theories and discussions on recent changes to Hispanic culture and society concepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic market a brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examples Replete with marketing strategies that tap into the passion of Hispanic consumers, this book is the perfect companion for anyone specializing in Hispanic marketing who aims to build a meaningful connection between their brand and target markets.

Felipe Korzenny

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