Major trends in a future South Africa and some implications for intercultural communication in marketing
It is now broadly accepted that long term shifts occur in the values that people hold which determine their behaviour. In the South African con text this process is being accelerated by the clash between Ideologies. It is argued that there is one megatrend in South Africa, namely Equality, which is...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-11-01
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| Series: | Communicare |
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| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2012 |
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| author | Clive Corder |
| author_facet | Clive Corder |
| author_sort | Clive Corder |
| collection | DOAJ |
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It is now broadly accepted that long term shifts occur in the values that people hold which determine their behaviour. In the South African con text this process is being accelerated by the clash between Ideologies. It is argued that there is one megatrend in South Africa, namely Equality, which is leading to the development of parallel and reactionary sub-trends. In many respects South Africa is moving in the opposite direction to other developed countries, but it can not hide from certain global influ ences, in particular the gathering world-wide concern about Environmental Conservation. These deep seated changes, which, for the most part, reflect a conflict between the freedom of the individual and a de sire for uniformity, have considerable significance for communication and marketing.
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| format | Article |
| id | doaj-art-0958737c298e41db869e400c2562f0b3 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-0958737c298e41db869e400c2562f0b32025-01-20T08:46:03ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-0110210.36615/jcsa.v10i2.2012Major trends in a future South Africa and some implications for intercultural communication in marketingClive Corder0Market Research Africa It is now broadly accepted that long term shifts occur in the values that people hold which determine their behaviour. In the South African con text this process is being accelerated by the clash between Ideologies. It is argued that there is one megatrend in South Africa, namely Equality, which is leading to the development of parallel and reactionary sub-trends. In many respects South Africa is moving in the opposite direction to other developed countries, but it can not hide from certain global influ ences, in particular the gathering world-wide concern about Environmental Conservation. These deep seated changes, which, for the most part, reflect a conflict between the freedom of the individual and a de sire for uniformity, have considerable significance for communication and marketing. https://journals.uj.ac.za/index.php/jcsa/article/view/2012valuesSouth AfricaEqualityEnvironmental Conservationuniformity |
| spellingShingle | Clive Corder Major trends in a future South Africa and some implications for intercultural communication in marketing Communicare values South Africa Equality Environmental Conservation uniformity |
| title | Major trends in a future South Africa and some implications for intercultural communication in marketing |
| title_full | Major trends in a future South Africa and some implications for intercultural communication in marketing |
| title_fullStr | Major trends in a future South Africa and some implications for intercultural communication in marketing |
| title_full_unstemmed | Major trends in a future South Africa and some implications for intercultural communication in marketing |
| title_short | Major trends in a future South Africa and some implications for intercultural communication in marketing |
| title_sort | major trends in a future south africa and some implications for intercultural communication in marketing |
| topic | values South Africa Equality Environmental Conservation uniformity |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2012 |
| work_keys_str_mv | AT clivecorder majortrendsinafuturesouthafricaandsomeimplicationsforinterculturalcommunicationinmarketing |