CULTURAL MEANINGS AND VALUES. A METHOD OF EMPIRICAL ASSESSMENT
Abstract
The objective of this study is to develop experimentally a method for collecting and analyzing data on culturally specific thought patterns and verbal behavior in order to achieve more efficient and persuasive intercultural communication. Intercultural communications and psychological operations require culturally specific audience information. The frame of reference of the audience, as determined by its culture, must be uppermost in the mind of the communicator if truly efficient communication is to be achieved. Accordingly, social science techniques are required which can provide culturally specific information. Experimental tasks were designed to yield data on the cultural frame of reference with special regard to its basic elements: the verbal cognitive units, their meaning content and value components, and their characteristic interrelationships. The method developed in these experiments will be referred to as Associative Group Analysis. It is based on the use of free association tasks adjustable to topics of operational interest.
Document Details
- Document Type
- Technical Report
- Publication Date
- Mar 01, 1965
- Accession Number
- AD0465158
Entities
People
- Jack E. Brent
- Lorand B. Szalay
Organizations
- American University