This book critically examines the main features of intercultural communication. It addresses how ideology permeates intercultural processes and develops an alternative ‘grammar’ of culture. It explores intercultural communication within the context of global politics, seeks to address the specific problems that derive from Western ideology, and sets out an agenda for research.
‘Taking on issues normally left in the margins, Adrian Holliday has revised the way we think of intercultural communication by insisting that we consider its ideological component. In this brilliant and engaging book about culture and the interstices that comprise the grounds for our interactions, he shows us the necessity for a cosmopolitan process that expands the basis of our intercultural work. This is a compelling book that should be read by scholars and the general public alike. It is accessible, factual, and clear.’ – Molefi Kete Asante, Temple University
Chapter 2: Critical Cultural Awareness
Critical Cultural Awareness
This chapter will propose a methodology for critical cultural awareness which will be applied throughout the ensuing chapters. The discussion in Chapter 1 proposes a critical cosmopolitan approach which suggests a cultural prejudice created by the Centre-West's ideological vision of the rest of the world, deeply coloured by a denial of this prejudice. However, many readers might consider that a lot of intercultural communication has nothing to do with prejudice or issues with the Centre-West, but with ‘innocent’ unfamiliar cultural events, practices, behaviour and values such as different management styles, family relations, dress codes, forms of address, attitudes to privacy, and modes of getting things done. This conflict of opinions needs to be cleared up before a methodology for cultural ...