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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]
These principles are based upon normative rules, values and needs of individuals, understanding ethics within cultural communication and overcoming pre-existing cultural assumptions towards one another. For these purposes, culture is a shared system of symbols, beliefs, attitudes, values, expectations, and norms of behaviour. [3]
Trompenaars's model of national culture differences is a framework for cross-cultural communication applied to general business and management, developed by Fons Trompenaars and Charles Hampden-Turner. [1] [2] This involved a large-scale survey of 8,841 managers and organization employees from 43 countries. [3]
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.
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 .
In high-context cultures, where communication relies on implicit understanding and cultural cues, the use of tools reflects specific cultural norms. [35] These tools, which can be interpreted differently across cultures, emphasize the need for clarity in cross-cultural digital interactions. Such markers can express emotion.