M.A., Arts Faculty, University of the Witwatersrand, 2001

On April 16, 2014 the Sewol Ferry became one of the worst maritime disasters in South Korea with the loss of 304 passenger, the majority being high school students. South Korea is a collectivist culture, structured as a hierarchical system that teaches their students and children to always respect, listen, and trust authority figures especially in dangerous situations. This study explores how collectivist cultural elements impacted the response of the Sewol Ferry. By examining the timeline of the disaster through interviews, documentaries, news articles and media; this thesis offers insight into what happened that day by providing perspectives from the rescue crew, government officials, survivors, volunteers, and family members of those who died. The analysis showed that in collectivist culture, children and students are taught to trust and listen to authority figures when in dangerous situations, however because of the Sewol disasters, the culture of adhering to the hierarchical systems started to collapse. Students who survived stated that they no longer can trust and respect adults after the incident along with family members of the students who passed away and the public. Also, the government withheld information and failed to protect the children aboard the ferry, because they didn't want to show shame and wanted to save the face or honor of their department. The leadership failure within the Sewol Ferry tragedy can potentially make it difficult in the future for people to listen to orders or recommendations given by the disaster management or the government when a disaster event arises.

From studies of Collins and Porras (1995) which show that visionary businesses possess a fundamental central ideology for its perpetuation, the main objective of this work was to analyze the practices of human development and communication of a visionary business, in order to identify cultural elements used to strengthen the central ideology. Thus, the following specific objectives were determined: to examine basic values responsible for the permanent character of the organization in analysis, to verify how values are institutionalized, to investigate the communication system and to analyze the practices of human development of the business. The method adopted was a case study, applied at Expresso Medianeira, a family business, in a collective transport segment, located in Santa Maria, Rio Grande do Sul. With the employment of interviews, document analysis and non-participant observation; it was possible to evidence that the cultural elements permeate the day-to-day of the organization. The heroes, rites, rituals, ceremonies and stories are symbolic dimensions which strengthen the values declared by the business and lived by its members. These cultural elements manifest through the practices of communication and human development which are strategically utilized by Expresso Medianeira, such as events, processes of socialization, performance evaluation, and reward and penalty. / A partir dos estudos de Collins e Porras (1995) que mostram que as empresas visionárias possuem uma ideologia central fundamental para sua perpetuação, essa pesquisa buscou analisar as práticas de desenvolvimento humano e de comunicação de uma empresa visionária, a fim de identificar que elementos culturais são utilizados para reforçar sua ideologia central. Para tanto, foram traçados os seguintes objetivos específicos: examinar os valores básicos responsáveis pelo caráter permanente da empresa em análise, verificar como os valores são institucionalizados, investigar o sistema de comunicação e analisar as práticas de desenvolvimento humano adotadas. O método adotado foi o estudo de caso, aplicado na Expresso Medianeira, uma empresa familiar, do ramo de transporte coletivo urbano, localizada em Santa Maria, Rio Grande do Sul. Com o emprego de entrevistas, análise de documentos e observação não participante foi possível constatar que os elementos culturais permeiam o dia-a-dia da organização. Os heróis, ritos, rituais, cerimônias e estórias são dimensões simbólicas que reforçam os valores declarados pela empresa e vivenciados pelos seus membros. Esses elementos culturais se manifestam através das práticas de comunicação e de desenvolvimento humano que são estrategicamente utilizadas pela Expresso Medianeira, como os eventos, os processos de socialização, de avaliação de desempenho e de recompensas e punições.

This Diploma paper deals with topic of cultural impact on the Marketing. Connections and significance of cultural elements are explored in marketing perspective. The methodical section of this paper is focused on the Culture of New Zealand, when its specific traits are described and main cultural elements related to the marketing are analyzed. In the first part of the paper it discusses the culture in general terms as well-dynamic process and takes up with the main elements of culture. Extraordinary attention is paid to the specific symbolic perception of colours in various cultures as the most important visual factor, which is also connected with the marketing. Theoretical section of this paper is closed up by analysis of the Model cultural dimensions, which was invented by Dutch anthropologist Geert Hofstede. This model provides measurable data about main cultural traits and differences in certain cultures over the World. The Analysis of Hofstede`s model also includes relation to the various religions. The second part of the paper deals with the process of significant culture elements application on the marketing field. Primarily attention goes to the marketing mix and its tools -- product, price, place and promotion. This section defines and explains main aspects and perspectives of multicultural marketing, which are necessary to respect. The final methodical part of this paper focuses on the Culture of New Zealand and its fundamental elements related to the marketing as well. It provides overview of the main culture traits, which are essential to be adapted to launch New Zealand market successfully. Research of the visual symbol perception in Czech and New Zealand culture completes this topic. This was done through questionnaire using cultural based print advertisements. In conclusion it presents summary of the main goals found in this diploma paper.

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