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The study of cross-cultural communication is a global research area. As a result, cultural differences in the study of cross-cultural communication can already be found. For example, cross-cultural communication is generally considered part of communication studies in the US, but is emerging as a sub-field of applied linguistics in the UK.
Intercultural communication is a discipline that studies communication across different cultures and social groups, or how culture affects communication.It describes the wide range of communication processes and problems that naturally appear within an organization or social context made up of individuals from different religious, social, ethnic, and educational backgrounds.
While overall standards for a “good ad” are similar across group, cross-cultural customers actually need personal relevant to create ads more attractive to them. In multicultural environments, the overall makeup of society is diverse, influencing the need for a multi-cultural approach to marketing strategies (Rugimbana & Nwankwo, 2003). [2]
Since the introduction of co-cultural theory in "Laying the foundation for co-cultural communication theory: An inductive approach to studying "non-dominant" communication strategies and the factors that influence them" (1996), Orbe has published two works describing the theory and its use as well as several studies on communication patterns and strategies based on different co-cultural groups.
It is related to cultural competence (the skills needed for effective communication with people of other cultures, which includes cross-cultural competence), and is sometimes regarded as the precursor to the achievement of cultural competence, but is a more commonly used term. On the individual level, cultural sensitivity is a state of mind ...
Inter-cultural communication principles guide the process of exchanging meaningful and unambiguous information across cultural boundaries, that preserves mutual respect and minimises antagonism. Intercultural communication can be defined simply by the communication between people from two different cultures. [ 1 ]
Cultural communication is the practice and study of how different cultures communicate within their community by verbal and nonverbal means. [1] Cultural communication can also be referred to as intercultural communication and cross-cultural communication .
From changing the water supplier to completely transforming the marketing strategy, every change is important and has consequences. On one hand, cultural synergy can be understood as a major organizational change, as it merges cultures and customs within a company and presumably finalises with a change of the better, creating a more solid ...