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Journalism / Mass Communication QUESTION #6364
Question 1
The concept of cultural shock in communication theory is BEST defined as which of the following?
  • The excitement a traveller feels upon encountering a new culture for the first time
  • The complete breakdown of communication that occurs when people from one culture are forced to operate within another culture whose values are radically different✔️
  • The deliberate use of cultural stereotypes to create humour in advertising
  • The process of gradually adopting the norms of a new culture
Correct Answer Explanation

Cultural shock is a significant barrier to communication. It refers to the anxiety, disorientation, and communication breakdown that occurs when individuals are suddenly immersed in a cultural environment whose norms, values, and expectations differ radically from their own. It is not merely “excitement” or “curiosity” — it is a genuine psychological stress response. The textbook illustrates this with examples like families from conservative Muslim cultures moving to Western countries, where gender mixing in schools, co-educational institutions, and different social norms create communication crises. Cultural shock is distinct from acculturation (Option D), which is the gradual, successful adaptation to a new culture. Cultural shock is the resistance to or inability to adapt, resulting in a failure of communication at the most basic level.