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Although globalization has affected us economically and politically, it has also affected us socially on a wider scale. With the inequalities issues, such as race, ethnic and class systems, social inequalities play a part within those categories. [11] The past half-century has witnessed a trend towards globalization.
Media imperialism (sometimes referred to as cultural imperialism) is an area in the international political economy of communications research tradition that focuses on how "all Empires, in territorial or nonterritorial forms, rely upon communications technologies and mass media industries to expand and shore up their economic, geopolitical, and cultural influence."
Since the rise of the cultural industries has occurred simultaneously with economic globalization, cultural industries have close connections with globalization and global communication. Herbert Schiller argued that the 'entertainment, communications and information (ECI) complex were having a direct impact on culture and human consciousness. [36]
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.
Communication is something that no one can escape and it comes in many forms. Whenever a person from one culture sends a message to be processed from a different culture, intercultural communication is present. [5] It is important to recognize when it happens to able to make wise decisions as to how the communication takes place.
The need for international communication was due to the increasing effects and influences of globalization. As a field of study, international communication is a branch of communication studies, concerned with the scope of "government-to-government", "business-to-business", and "people-to-people" interactions at a global level. [2]
Therefore, though globalization is widely seen as an economic process, it has resulted in linguistic shifts on a global scale, including the recategorization of privileged languages, the commodification of multilingualism, the Englishization of the globalized workplace, and varied experiences of multilingualism along gendered lines.
The concept of global cultural flows was introduced by anthropologist Arjun Appadurai in his essay "Disjuncture and difference in the global cultural economy" (1990), in which he argues that people ought to reconsider the Binary oppositions that were imposed through colonialism, such as those of ‘global’ vs. ‘local’, south vs. north, and metropolitan vs. non-metropolitan.