Socio-cultural is based on the idea that the society and culture shape cognition. Social customs, values, beliefs and language are all part of what shapes a person’s identity and reality. According to this approach, what a person thinks is based on his or her social-cultural background. There are many factors which affect the organizations either internally or externally. These factors include demography, cultural values, changing roles of women, level of education, changing lifestyle and so on. They play a big part in shaping the organisation in terms of its roles, operation and functions that are practiced within the organisation. Education and Language
The average level of education in a society affects the interests and sophistication of consumers. For example, in a community in which a high percentage of potential customers have some form of post-secondary education, small-business owners might use more details and explanations while advertising and promoting products. The spoken language of the community is a decisive factor on the labeling and advertising of the products. Consider the foreign language skills in the society while advertising. For example, in Washington, D.C., different transportation companies use English and Spanish on their brochures.
In a particular market segment, where certain products are marketed, education and language have a bigger influence on that segment, especially on the taste and preferences of the products customers that would prepare.
For example, the introduction of latest Internet Digicel Phones (Galaxy 3G) might need some form of education for users to read the contents and the language written on pamphlets or manuals to use this user-friendly product.
There are cultural language barriers, especially in our country (PNG); we cannot read Chinese language to understand the features on the cell phone, likewise other languages. But English is the international language that we adopted which we can be able to learn and apply what is learnt. But then again, in PNG the level of education that individuals attain also varies and hampers the mindset of the people. Elementary and Secondary Educations also have impacts on the power of reading and understanding of the product language and that is basically the knowhow of reading, understanding and using the product.
To further elaboration of the above points, Ambient Insight, an international market research firm specializing in e-learning and mobile learning elaborated that “the global language learning market is changing at rapid pace due to the adoption of cost-efficient technology-based products and the migration away from classroom and print products”.
To support the research by this international market research firm, an example is the “DWU’s paperless policy” that is adopted. We have access to the DWU internet and the e-learning that is basically for staff and students to research. A more advance step that DWU provides compared to other tertiary institutions in the country. Since we are in a tertiary institution, the knowledge and education that we acquire is of international standard and our interpretation of the education and language is in line with the level of education that we have so we are able to access and use the user-friendly apparatus that are available in today’s technology.
Changing roles of Women
In Papua New Guinea today norms of culture values and attitudes have become part of most individual lifestyles and which is commonly practiced by man in the society. These include preference for girls to retain their traditional roles as gardeners, baby sitters, homemaker and that is seen by the limited finance used in educating girls in the belief that it is a waste of time, money and resources in educating them. This is in regard to the thought that girls might play around and become pregnant or even marry outside their communities with a consequent loss of control over...