Lesson 10 World Ad Cafe

In this week’s reading, De Mooij referred to the American or Western communication model (illustrated on page 197 of your text) as “monologue.” I’m going to disagree with that, considering that feedback is expressly part of the model. But the model does give you some idea of how communications has been studied in the U.S.: we tend to study “speakers” more than “interactions.” One field of study in which interactions are widely studied, however, is in public relations. Can you think of a public relations campaign that you think works particularly well because the campaign creators really understood some element of culture?


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