Summary: From the screens to the streets, it’s all about making a world of great wonder, and plus Telstra in high-profile, high-attention places. Telstra is trying to change the way they work with their customers by putting partnership at the center of their brand with the “Wherever we go” promotion.
Summary: The objective was to produce a film to remind Indonesia Millennials of the numerous good aspects worthy of celebration. We advocate for the utilization of social media to disseminate positive messages rather than harmful influences.
I will employ Hofstede’s Six Dimensions Model to analyze and evaluate the cultural disparities between Indonesia and Australia using the aforementioned advertisements as examples.
Uncertainty Avoidance:
The dimension of uncertainty avoidance pertains to how a society confronts the uncertainty of the future.
Australia attains a moderate score of 51 on this category, whereas Indonesia achieves 48, indicating a limited inclination towards uncertainty avoidance. This indicates a pronounced inclination in Indonesia for the Javanese cultural practice of distinguishing the internal self from the exterior self. A further facet of this dimension is seen in conflict resolution strategy is frequently perceived as a frightening scenario, causing discomfort for Indonesians.
Power Distance:
It is defined as the degree to which the less powerful members of institutions and organizations within a society acknowledge and accept that power is allocated equitably.
Australia has a low ranking (38) on this category, characterized by hierarchical structures, approachable superiors, and dependence on individual employees and teams, with casual, direct, and interactive communication. Indonesia’s elevated score of 78 signifies a hierarchical and inequitable power structure, characterized by inaccessible superiors, authoritative leadership, and indirect communication. Authority is concentrated, and employees anticipate explicit guidance. Communication is implicit, and negative feedback is concealed. This dynamic parallels the Guru-Student relationship in Western countries.
References:
Country comparison tool. (2020). Theculturefactor.com. https://www.theculturefactor.com/country-comparison-tool?countries=australia%2Cindonesia
Popcult Group. (2024, May 28). Pesan Untuk Generasi Millennials #IndonesiaGueKeren. YouTube. https://www.youtube.com/watch?v=5yMMdSpocuw
Telstra. (2024, September 29). Telstra | Wherever we go. YouTube. https://www.youtube.com/watch?v=VSE72-8gvcc
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