¿Cómo pueden alcanzar una competencia intercultural en inglés los fabricantes españoles de juguetes? Un estudio contrastivo de sitios web comerciales españoles y estadounidenses
Resumen La meta general de este estudio consiste en examinar el modo en que la dependencia contextual (Hall 1976) y el índice de individualismo (Hofstede 1991) influyen en las estrategias comunicativas que emplean empresarios jugueteros españoles y estadounidenses para expresar la información y establecer una relación social con el consumidor en sus páginas web de negocios. Por lo tanto, intentaremos alcanzar dos objetivos concretos: (a) analizar el modo en que las orientaciones culturales con que españoles y estadounidenses responden a dichas dimensiones culturales se reflejan en las estrategias de comunicación con que describen y promocionan el producto en sus webs de negocios y (b) determinar qué tipo de estrategias comunicativas se deben poner en práctica para mejorar la competencia intercultural en inglés de los traductores españoles en el diseño y traducción de páginas web de negocios destinadas al mercado estadounidense.
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CHO, BONGJIN, Up Kwon, James W. GENTRY, Jun SUNKYU and Fredric KROPP. 1999. «Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television». Journal of Advertising 28 (4): 59-73.
DE MOOIJ, Marieke. 1998. Global Marketing and Advertising. Understanding Cultural Paradoxes. California: Sage Publications.
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HALL, Edward T. 1976. Beyond Culture. New York: Anchor Books.
HAN, Sang-Pil and Sharon SHAVITT. 1994. «Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies». Journal of Experimental Social Psychology 30 (July): 8-18.
HOFSTEDE, Geert. 1991. Culture and Organizations. Software of the Mind. London: Profile Books.
LIN, Carolyne A. 2001. «Cultural Values Reflected in Chinese and American Television Advertising». Journal of Advertising 30 (4): 83-94.
MARCUS, Aaron and Emily GOULD. 2000. «Cultural Dimensions and Global Web User-Interface Design: What? So What? Now What?» In Proceedings of the 6th Conference on Human Factors and the Web. Austin: University of Texas.
MUELLER, Barbara. 1987. «Reflections of Culture: An Analysis of Japanese and American Advertising Appeals». Journal of Advertising Research 27 (3): 51-59.
SIMON, Steven J. 2001. «The Impact of Culture and Gender on Web Sites: An Empirical Study». Database for Advances in Information Systems 32 (1): 18-37.
SINGH, Nitish, Hongxin ZHAO and Xiaorui Hu 2003. «Cultural Adaptation on the Web: A Study of American Companies’ Domestic and Chinese Web Sites». Journal of Global Information Management 11 (3): 63-81.
SINGH, Nitish and Daniel BAACK. 2004. «Studying Cultural Values on the Web: A Cross-Cultural Study of U.S. and Mexican Web Sites». Journal of Computer Mediated Communication 9 (4). Accessed March 20, 2010. http://jcmc.indiana.edu/vol9/issue4.
SINGH, Nitish and Hisako Matsuo. 2003. «Measuring Cultural Adaptation on the Web: A Study of U.S. and Japanese Websites». Journal of Business Research 57 (8): 864-872.
WALKER, Danielle, Thomas WALKER and Joerg SCHMITZ. 2003. Doing Business Internationally. New York: McGraw Hill.
WÜRTZ, Elizbeth. 2005. «A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures». Journal of Computer Mediated Communication 11 (1). Accessed March 20, 2010. http://jcmc.indiana.edu/vol11/issue1/wuertz.html.
ZANDPOUR, Fred, Verónica CAMPOS, Joelle CATALANO, Cypress CHANG, Young Dae CHO, Renee HOOBYAR, Shu-Fang JIANG, Man-Chi LIN, Stan MADRID, Holly SCHEIDELER and Susan OSBORN. 1994. «Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising». Journal of Advertising Research 34 (5): 35-36.
CAILLAT, ZAHNA and Barbara MUELLER. 1996. «The Influence of Culture on American and British Advertising: An Exploratory Comparison of Beer Advertising». Journal of Advertising Research 36 (3): 79-87.
CHO, BONGJIN, Up Kwon, James W. GENTRY, Jun SUNKYU and Fredric KROPP. 1999. «Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television». Journal of Advertising 28 (4): 59-73.
DE MOOIJ, Marieke. 1998. Global Marketing and Advertising. Understanding Cultural Paradoxes. California: Sage Publications.
GIBSON, Robert. 2000. Intercultural Business Communication. Oxford: Oxford University Press.
GUILLÉN, Victoria. 2005. «The Invisible Face of Culture: Why do Spanish Toy Manufacturers Believe the British are Most Peculiar in Business?» In Thistles: A Homage to Brian Hughes. Essays in Memoriam (2), ed. by José Mateo and Francisco YUS. Alicante: University of Alicante. Publicaciones de la Universidad de Alicante, 95-127.
HALL, Edward T. 1976. Beyond Culture. New York: Anchor Books.
HAN, Sang-Pil and Sharon SHAVITT. 1994. «Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies». Journal of Experimental Social Psychology 30 (July): 8-18.
HOFSTEDE, Geert. 1991. Culture and Organizations. Software of the Mind. London: Profile Books.
LIN, Carolyne A. 2001. «Cultural Values Reflected in Chinese and American Television Advertising». Journal of Advertising 30 (4): 83-94.
MARCUS, Aaron and Emily GOULD. 2000. «Cultural Dimensions and Global Web User-Interface Design: What? So What? Now What?» In Proceedings of the 6th Conference on Human Factors and the Web. Austin: University of Texas.
MUELLER, Barbara. 1987. «Reflections of Culture: An Analysis of Japanese and American Advertising Appeals». Journal of Advertising Research 27 (3): 51-59.
SIMON, Steven J. 2001. «The Impact of Culture and Gender on Web Sites: An Empirical Study». Database for Advances in Information Systems 32 (1): 18-37.
SINGH, Nitish, Hongxin ZHAO and Xiaorui Hu 2003. «Cultural Adaptation on the Web: A Study of American Companies’ Domestic and Chinese Web Sites». Journal of Global Information Management 11 (3): 63-81.
SINGH, Nitish and Daniel BAACK. 2004. «Studying Cultural Values on the Web: A Cross-Cultural Study of U.S. and Mexican Web Sites». Journal of Computer Mediated Communication 9 (4). Accessed March 20, 2010. http://jcmc.indiana.edu/vol9/issue4.
SINGH, Nitish and Hisako Matsuo. 2003. «Measuring Cultural Adaptation on the Web: A Study of U.S. and Japanese Websites». Journal of Business Research 57 (8): 864-872.
WALKER, Danielle, Thomas WALKER and Joerg SCHMITZ. 2003. Doing Business Internationally. New York: McGraw Hill.
WÜRTZ, Elizbeth. 2005. «A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures». Journal of Computer Mediated Communication 11 (1). Accessed March 20, 2010. http://jcmc.indiana.edu/vol11/issue1/wuertz.html.
ZANDPOUR, Fred, Verónica CAMPOS, Joelle CATALANO, Cypress CHANG, Young Dae CHO, Renee HOOBYAR, Shu-Fang JIANG, Man-Chi LIN, Stan MADRID, Holly SCHEIDELER and Susan OSBORN. 1994. «Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising». Journal of Advertising Research 34 (5): 35-36.
Ivorra Pérez, F. M. (2015). ¿Cómo pueden alcanzar una competencia intercultural en inglés los fabricantes españoles de juguetes? Un estudio contrastivo de sitios web comerciales españoles y estadounidenses. CLINA Revista Interdisciplinaria De Traducción Interpretación Y Comunicación Intercultural, 1(2), 87–97. Recuperado a partir de https://revistas.usal.es/dos/index.php/clina/article/view/13971
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