Teaching Public Relations to Students with a Confucian Cultural Background

This paper explores how the Confucian cultural background of students influences their perceptions of and reaction to the dominant public relations curriculum from the ‘West’. Using focus groups of Asian students, three heuristics that affect the students’ affinity to learn public relations are iden...

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Bibliographic Details
Main Author: HALFF, Jurrien Gregor
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2012
Subjects:
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/3347
https://ink.library.smu.edu.sg/context/lkcsb_research/article/4346/viewcontent/HalffGConfucianBackground.pdf
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Institution: Singapore Management University
Language: English
Description
Summary:This paper explores how the Confucian cultural background of students influences their perceptions of and reaction to the dominant public relations curriculum from the ‘West’. Using focus groups of Asian students, three heuristics that affect the students’ affinity to learn public relations are identified. Instructors working with students from a Confucian cultural background are advised to incorporate these heuristics when planning their curriculum.