Publication Type

Journal Article

Publication Date

2012

Abstract

This paper explores how the Confucian cultural background of students influences their perceptions of and reaction to the dominant public relations curriculum from the ‘West’. Using focus groups of Asian students, three heuristics that affect the students’ affinity to learn public relations are identified. Instructors working with students from a Confucian cultural background are advised to incorporate these heuristics when planning their curriculum.

Keywords

Teaching, Public Relations, Intercultural Relations, Asian students

Discipline

Asian Studies | Business and Corporate Communications | Marketing

Research Areas

Corporate Communication

Publication

Asia Pacific Journal of Public Relations

Volume

13

Issue

2

First Page

45

Last Page

49

ISSN

1839-8227

Publisher

University of Canberra

Additional URL

https://ojs.deakin.edu.au/index.php/apprj/issue/view/9

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