Prof. Dr. Felipe Chibás Ortiz

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1 Media and Information Literacy (MIL) approach for sociocultural projects: a research on Cultural Barriers to Communication and Creativity in Brazil and Cuba Prof. Dr. Felipe Chibás Ortiz chibas_f@yahoo.es

2 Prof. Dr. Felipe Chibás Associated Professor and Researcher at Center for Evaluation and Measurement Studies in Communication and Marketing (CEACOM) OF (School of Communications and Arts)ECA-USP (University of Sao Paulo) Author of several books about Communication, Creativity and Culture published in many countries Digital Communication Consultant Ex - CEO of Perfectu Empresarial a member of multinational Group Global Estrategias chibas_f@yahoo.es

3 1. Cultural Barriers to Communication 2. Creativity, Innovation and Entrepreneurship 3. Marketing and Communication and Project Management 4. Communication, Digital Marketing and EAD. 5. Personal Marketing at the Internet www. criarcom.com

4 Objetive: Show a research about the Cultural Barriers to Communication and Creativity projects in 11 countries, in special in Brazil and Cuba. chibas_f@yahoo.es

5 A CULTURAL SALTO CHANGE CRIATIVO OR OU A ASALTO CRIATIVE AO JUMP FUTURO PRESENT INNER AND OUTSIDE BARRIERS RISKS CHALENGES OPPORTUNITIES FUTURE PURPOSES chibas_f@yahoo.es

6 18 Cultural Barriers to Communication - A Cultural Babel chibas_f@yahoo.es

7 Culture Barriers to Communication and Creativity : Research in 11 countries Methodology In this research I used the following tools: 1. Questionaire (in the web and presential) 2. Interview 3. Observation chibas_f@yahoo.es

8 A research in 11 countries. The research comprised 1493 experts from various countries who spontaneously answered the questionnaire the was sent via the web. These experts were acting cultural managers, organizational consultants, university professors who teach intercultural communication related subjects, marketers, entrepreneurs and civil servants. Those participants work with cultural policies or programs and cultural projects from Brazil, from Cuba, 3. 11from Uruguay, from Paraguy, from Colombia, from Chile, from Spain from Portugal, from USA, from Panama and from Mexico.

9 1.Etnocentrism Tendency to individualism/colectivism Sexism Sensuality Religion centrism Tendency to over evaluate one s urban or rural origin Distorted relationship with ethics Trend to over evaluate or attribute no value to age Adopt autocratic styles of communication or excessively laisser faire Tendency towards the immediacy opposed to mediation Hierarchical distance Uncertainty control Tendency towards internalization/externalization Technophobia or Technological Barriers Non Ecological Tendency Not inclusion of disabled people Different Legal Stances Bullying 701 Total 1493 Table No. 1 - Cultural Barriers to Communication: - Communications Problems of of community projet Source: Questionnaire created by the author.

10 Main purpose of the Project Number of replies Percentage To contribute to eliminate inequalities ,3% To offer information and education ,9% To enhance the selfsteem and provide ,1 % dignity to the participants Integrate the people into the society ,9% To contribuite to stemulate the dialogue ,4% To joint together the people belonging to a ,2% community To improve local services ,2 % To educate people in a profession related culture To accomplish with the legend requirements related to the social balance of the organizations ,6% 146 9, 8% Table No. 2 - Main purposes of the cultural projects in the countries that were researched. Source: Questionnaire created by the author.

11 Kinds of Creativity Number of replies Percentage Associated to planning % Associated to produts and % artistic services Associated to small groups ,5% Associated to innovation and ,1% technology Associated to large groups ,2 % Associated to the spirituality and religiosity ,3% Table No. 3 Kinds of creativity favorable to community culture projects. Source: Questionaire created by the author.

12 Vehicles and Number of Percent communication media replies age most used by community sociocultural projects Internet ,3 % Face to face % Neighborhood ,9 % Magazines and Newspapers TV ,2 % Radio % Average % Table No. 4 Vehicles and communication media most used by community socio-cultural projects Source: Questionnaire created by the author.

13 Ways to show community sociocultural projects on the Internet Number of replies Percent age Digital Social Network ,5% Sites ,6% s % Blogs ,4% Banners on other ,1 % website Average % Table No. 5 - Ways to show community socio-cultural projects on the Internet Source: Questionnaire created by the author.

14 Country Brazil Cuba Number of repliess Percentage Number of replies Percentage 1. Etnocentrism 588 8, ,77 2 Tendency to individualism/colectivism 278 4, ,20 3. Sexism 589 8, ,86 4 Sensuality 473 6, ,98 5 Religion centrism 532 7, ,38 6 Tendency to over evaluate one s urban or rural origin 410 6, ,99 7 Distorted relationship with ethics 473 6, Trend to over evaluate or attribute no value to age 309 4, ,9 9 Autocratic styles of communication 389 5, ,77 10 Tendency towards the immediatism opposed to planning to future 407 6, ,02 11 Hierarchical distance 387 5, ,51 12 Uncertainty control 221 3, ,02 13 Tendency towards internalization/externalization 346 5, ,62 14 Technophobia or Technological Barriers 486 6, ,26 15 Non Ecological Tendency 112 1, ,13 16 Not inclusion of disabled people 448 6, ,41 17 Different Legal Stances 55 0, , Bullying 297 4, ,74 Average Table No. 6 Cultural Barriers to Communication that the projects of Brazil and Cuba face under the approach of Media Information Literacy, Transcultural Communication or Educommunication.

15 Indicator Brazil Cuba Goverment s role Less present, more like regulatory body More present, more like regulatory body Interprises role Contribute financial resource Provide workforce and material resources Using the methdos and tecnics of Creativity To look for new ideas in design, advertising and advertising, but not in management Discussion of ideas and stimulation of group creativity, but not in management Kind of creativity Focused at solving technical or Focused to take on challenges and planning technological problems Integrated Communication Do not use Do not use Using the New Technologies of Information and Use Use little Communication Using the MIL perspective and New Technologies Smaller and more in the focus of Greater, but in the sense of forming a critical eye of what of Information and Communication exploiting the possibilities that open new passes the media technologies Placement Supply the means to satisfy the needs Contribute to maintaining identity the state could not provide for More used medias in the virtual Marketing Digital social networks (Fundamentally Fundamentally Blog and site strategy Facebook and Twitter) Greater emphasis to presencial vs. Virtual In the virtual In the presential Using Crowfounding They even use what little Do not use Finding sponsors National companies From foreign sources of funding and international organizations Usiing the methodology of project of MIT Most projects do not use it Most projects do not use it Table No. 7 - Comparison of socio-cultural and educational projects in Brazil and Cuba based on indicators (Trends).

16 Final Considerations 1. The lack of understanding and tolerance of other identity and culture can be the cause of conflicts and wars. Hence it is necessary to diagnose the Cultural Barriers to Communication in each cultural group. 2. According to our research the quick diagnosis of Cultural Barriers to Communication helps in the prevention of conflicts and in the implementation of policies, innovative communication strategies, as well as in conflict management and acceptance of multiple diversities. 3. A world of new social relations, associated with the use of new technologies, is being built on a daily basis. It is a priority to integrate governments with international agencies, with universities and organizations, with enterprises and artists in the search for solutions starting from the knowledge of the Cultural Barriers to Communication. Each vulnerable group faces such barriers in order to create a society in transformation that integrates new technologies as an essential factor. 4. To understand these new ways of living of relating to people, to enterprises and either or not vulnerable social groups, it is necessary not only to understand the potential, but also to understand the barriers, in order to create real innovative and sustainable culture of communication. This is why the researches on Cultural Barriers to Communication are very important. chibas_f@yahoo.es

17 Final Question Which are the opportunities that those studies of the Cultural Barriers to Communication and the Creativity open in the Internet for the community, and the socio-cultural projects?

18 Thanks you para contato:

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