Marieke de Mooij Researcher Profile

Researcher ProfilesMarieke de Mooij, Ph.D. (Netherlands), Doctor in Communications, is a retired profesora asociada at the University of Navarre (Spain), worked as a consultant in cross cultural communications, and has been visiting professor at various universities around the world.

Marieke de Mooij

Her research has been focused on the influence of culture on communication, media, advertising and consumer behavior in a broadest sense. Since the 1990s she has analyzed an enormous amount of data on communication and media behavior, including the new media. One of her main conclusions is that globalization does not lead to converging communication behavior. Instead, communication behavior across cultures is diverging instead of converging.

She is the author of several publications on the influence of culture on marketing and advertising and communications. Her books Global Marketing and Advertising, Understanding Cultural Paradoxes (fourth edition, 2014), Consumer Behavior and Culture. Consequences for Global Marketing and Advertising (second edition, 2011), both by Sage Publications (USA and UK) are used at universities worldwide.

A new book on communication theory around the world is published by Springer International (2014): Human and Mediated Communication around the World: A Comprehensive Review and Analysis. This book offers a comprehensive review and analysis of human communication and mediated communication around the world. It challenges the assumption that Western theories of human communication and mass communication have universal applicability. The book covers the influence of culture on interpersonal communication, all sorts of mediated communication and mass communication. It presents communication theories from around the world, incorporating a vast body of literature from north America, Europe, Asia, Africa and Latin America. It also offers an integrated approach to understanding the working of electronic means of communication that are hybrid media combining human and mediated communication.

For more information, and access to publications, see her website.

Author: Center for Intercultural Dialogue

Wendy Leeds-Hurwitz, the Director of the Center for Intercultural Dialogue, manages this website.

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