How well do you know your target market?
By Prisma News
A key aspect of our work at Prisma is helping clients grasp the intricacies of their target markets in other cultures (here in the U.S. or abroad). However, the work of understanding any market is as much about unlearning as it is about learning. One has to clear out preconceptions in order to make room for new and more accurate perspectives. Two recent finds help illustrate this – and in two very different ways:
How Not to Write About Africa
In this 3-minute video, Binyavanga Wainaina takes on many of the typical depictions of Africa in Western media.
Saudi Women in Focus
This Time Magazine slide show describes “the changing role of women in Saudi Arabia.” Perhaps putting a finer point on things, Sociological Images described it as “a set of photographs that counter the frequent representations of Saudi women as (veiled) and downtrodden.”
There are probably many reasons why we are perpetually plagued by false or unreliable perceptions of other cultures. But according to Public Radio International’s Alisa Miller, you don’t have to look very far to find the culprit. She points out that in February 2007, 79% of all network and cable news coverage in the U.S. was about…the U.S. Excluding coverage of Iraq (which could arguably be described as U.S.-related news), it’s shocking to learn that Russia, China and India enjoyed less than 1% of all news coverage.