Journalism and Mass Communications, College of
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Document Type
Article
Date of this Version
2012
Citation
Hachtmann, F. (2012). The Effect of Short-Term, Advertising-Focused Study Abroad Programs on Students’ Worldviews, Journal of Advertising Education, 16(1), 19-29.
Abstract
Global employers in the advertising industry are increasingly interested in hiring students with intercultural communication skills and cultural experience. While the benefits of long-term study abroad programs are well documented, this study focuses on advertising-specific, short-term study abroad programs. The purpose was to explore the effectiveness of such programs on students’ worldviews using a mixed methods design. The results show that students displayed lower levels of ethnocentrism after participating in short-term, advertising-focused study abroad programs. In addition, five qualitative themes emerged: an awareness of and appreciation for the out-group, an increased awareness of the in-group, the importance of communication, a positive effect on professional goals, and opportunities for personal growth and inspiration to explore cultures in more depth.
Included in
International and Intercultural Communication Commons, International Business Commons, Mass Communication Commons, Public Relations and Advertising Commons
Comments
Journal of Advertising Education, 2011-12 Best Paper Award