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Die Entwicklung kulturspezifischer Bilder vom Gegenueber und vom Selbst durch interkulturelle Kommunikation: Russische Austausch
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Эткинд Е.Г. Проза о стихах. Спб.: Знание, 2001.

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La Cigale et la Fourmi. // Jean de La Fontaine. Fables. Choix de fa­bles. Paris: La bibliothèque Galli­mard, 2000. Gravure de J. Granville. p. 299. Illustrée par G. Doré. p. 303.

The Grasshopper and the Ant. Translated by M. Star. // ссылка скрыта

The Grasshopper and the Ants. An Aesop Fable. \\ Ongoing Tales. Old Time Fairy Tales. Antelope Pub­lishing House.

Yamada H. Different Games, Different Rules. Why Americans and Japanese Misunderstand Each Other. New York – Oxford: Oxford Univer­sity Press, 1997.

ΜΎΘΟΙ ΑΕΖΩΠΕΙΟΙ. Fabulae Aesopiae e codice avgvstano. Nvnc primvm editae cvm fabvlis babrii choliambicis et menandri sententiis singvlaribvs. Aliqvot etiam ineditis. Recensvit et emendavit 10 Gottlob Schneider. Vratislaviae, 1812.


Erika M. Grodzki

The Lacuna Model and Its Application Potential for Advertising Research


Introduction

J.A. Sorokin discovered the lacuna model and used it within the frame­work of Russian ethno-psycholin­guistics. I. Markovina and other Russian intercultural com­munication studies scholars later util­ized lacuna theory in the 1970s and 1980s (1). Cultural differences and understandings are an integral part of the lacuna model. The model helps to explain how different cultures have very specific ways of communicating. Misunderstandings often arise be­cause of “lacunae” or “gaps”. Lacunae are often understood as cultural specific information that is “missing” and/or is simply not understood by non-members of the given culture. A gap in cultural knowledge is present and thus, misunderstandings or misinterpretations often arise because the context is not certain or is replaced with another context. For example, in America, friends usually do not have long conversations when passing by, for instance in a shopping mall. The people might say ‘hello’ yet they may not get into a lengthy conversation. In Germany, however, if two friends meet one another, they immediately start a conversation that may last awhile. Many Germans would interpret a simple ‘hi’ or ‘hello’ amongst friends as rude in nature.

When a simple action or event is interpreted as “rude, weird, mysterious, or unknown,” by a non-cultural member, it is likely that a “lacuna” emerged. It is difficult to fully understand the ‘lacuna’ concept without a thorough review of the lacuna model. The author will first outline the lacuna model and then demonstrate how the model can be utilized for advertising research.

Astrid Ertelt-Vieth [2000] (2) explains in her book, Die Entwicklung kulturspezifischer Bilder vom Gegenueber und vom Selbst durch interkulturelle Kommunikation: Russische Austauschschueler fahren nach Deutschland what lacunas are and how they function (3).

  1. Lacunas are elements (reality, processes, conditions) of texts. The person encountering the text from another culture cannot quite understand or grasp. The text containing the lacuna is very complicated for the foreigner. He or she has a missing hole of information and thus, he or she must be motivated to try to unlock the missing elements. Lacuna can be labeled “intercultural” in definition.
  2. The understanding of the texts (the other positions and meanings) is an active and perspective-bound process of meaning construction under the basis of ‘making sense’ out of the text for the reader of the text.
  3. Lacunas have no stable meaning. Their meaning is subjective in nature and based upon the perspective of the receiver. The meaning can be defined differently depending on a competing individual perspective, sub-culture, or other national culture.
  4. One can share the contents of lacunas in the subjective psychological positioning of the lacunas, in communicative strategies, and in the cultural realm. They are complexly intertwined and mixed and matched with other variables.
  5. Their structure can be differentiated, between speaking levels, on an intercultural basis, explicitly, implicitly, as well as on complete and relative conditions, or further pertaining to relational or structural content.
  6. Cultural specific meanings of lacunas and other textual elements are axiological in form. A person encountering a lacuna must leave his or her cultural basis behind in order to venture forward to begin to understand the new situation even if that situation seems ‘strange’ or ‘awkward’. He or she must learn a different symbol system, value system, aesthetic system, etc … in order to begin to unlock the lacunas. This can prove difficult for tourists, business people, researchers, and the masses, all alike. Lacunas are like three-dimensional mirrors in that two levels of lacunas are always present.
  7. In principal the results of intercultural experimentation has resulted in the following specific labeling of lacunas (4):

Lacunas are cultural in form and all carry an axiological dimension. The axiological dimension, which was developed by Astrid Ertelt-Vieth [1990], carries the meanings or values held by members of the culture. Everything within a culture holds meaning or value. Thus, the second dimension of all lacunas is the axiological dimension. The lacuna model can be used as a method of systemizing cultural differences. The model categorizes cultural differences as they emerge for non-members of culture or sub-culture. Cultural lacunas are the superior category for all other lacunas. The other lacunas are divided into three major categories, which are: subjective lacunas, lacunas of communicative activity, and lacunas related to cultural space.

The following breakdown in the classification of lacunas can be found in Using Lacuna Theory to Detect Perceived Differences in German and American Automotive Advertising [Grodzki 2003]. Here, the classifications of lacunas will be briefly outlined. The lacunas are much more complex than the briefly outline which will follow. Please consult the aforementioned texts for a greater lacuna classification description. (See Fig.1)



Fig.1