Cultural Values and Digital Discourse An Intercultural Communication Approach to the Transactional Discourse of Spanish and US Sales Websites

Bibliographic Data

ID12634199
AuthorsFrancisco Miguel Ivorra-Pérez (0000-0002-2113-285X, University of Alicante, corresponding author), Francisco Miguel Ivorra Pérez
Year2014
Volume14
Issue3
Pages1-16
Publication date2014-11-30
Open AccessYes
TypeARTICLE
VenueJournal of Intercultural Communication (JOURNAL)
Journal identifiersISSN: 1404-1634 • E-ISSN: 1404-1634
PublisherInternational Collaboration for Research and Publications (PUBLISHER)
DOI10.36923/jicc.v14i3.679
OpenAlexW4388590489
LanguageEN
Citations received1
References cited19

The aim of this paper is to analyse the impact of the cultural dimension of masculinity (Hofstede 1991) on the linguistic variables that shape the transactional discourse of Spanish and US sales websites when transmitting information about their products. It is hypothesized that the different cultural orientations that both countries hold with respect to Hofstede’s masculinity indexes may promote different professional discourse cultures. The corpus consists of 100 sales websites from the toy industry (50 from Spain and 50 from the USA). Both a qualitative and quantitative analysis is followed. The results obtained reveal significant differences in the way Spanish and US companies describe and promote their products on-line as a result of their different cultural values

Advertising · Business · Collectivism · Cultural diversity · Cultural values · Dimension (graph theory · Hofstede's cultural dimensions theory · Masculinity · Political science · Social science · Sociology · Transactional leadership · Uncertainty avoidance · Digital Communication and Language · Discourse Analysis in Language Studies · Gender Studies · Linguistics, Language Diversity, and Identity · Psychology · Social Psychology · Marketing

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