[Annotation blog post #5] Journal of communication

1) As a belief in ethnocentrism, the consumers may prefer the domestic brands to imported products that lead to the animosity, which show the antipathy toward another country/culture. Moreover, both animosity and ethnocentrism isolate the people from understanding the other culture, and limit the prospect of international trade.
2) Quotes:
a. By definition, consumer ethnocentrism represents a preference for the in group (in the form of domestic brands), while animosity represents a rejection of a particular out-group (in the form of antipathy toward another country).
b. They suggest that one way to reduce problems stemming from in-group bias is by creating a strong identification with an overarching social category.
c. Symbols used in international mass communications would serve as a visual cue to aid consumer identification and categorization of a particular brand
3) By observation since we were infant, we learn and understand the norms, symbols, the culture of surround where were grew up. I think in each of us, less or more, we all have ethnocentrism. Because when we grow up, learn things from surrounding, we start to build the wall that distinguishes ourselves from others, who are from other cultures. So I believe, we have some kinds of ethnocentrism.
4) My dream is to come back to my home country and help my parents’ business. But as I study abroad, my thoughts and beliefs can be different from if I stay and study in my home country. Different consumer requires different strategies. If I want to develop the business, understanding and respecting the consumers’ needs, culture, and avoid to violate the pride, local culture f people from my home country are necessary (because things I learn in US can be quite different from where I want to develop the business.)
5) The source is from a journal of communicate and the authors are the experts in business with a global notions. From the reference, I know the topics in this source were well researched and studied carefully.
6) Ethnocentrism and animosity are issues needed to be concern about when the business wants to know about the local cultures of consumers in order to develop and expand the business. There are still lots more issues to concern about such as intercultural communication, different ethics, and different cultural standpoints.

Work cited:

Lwin, M. O., Stanaland, A. J. S. and Williams, J. D. (2010), American Symbolism in Intercultural Communication: An Animosity/Ethnocentrism Perspective on Intergroup Relations and Consumer Attitudes. Journal of Communication, 60: 491–514. doi: 10.1111/j.1460-2466.2010.01494.x