Competence in communicating across cultures is a prerequisite for success in today's fast-changing global community. In Intercultural Communication, the authors draw on their deep intercultural experience to show us how to build successful communication bridges across diverse cultures.

The book explores various theoretical positions on global communication ethics and norms by providing an overview of the contemporary socio-cultural situation and seeking ways in which common ground may be found between these different positions.

The authors raise points of critical reflection on intercultural events and issues in various areas of communication including health, work, environment and education. The book also covers a range of issues, from the interactions of various cultures to the expansion of social organizations and the growing global infrastructure.

By integrating ‘glocal’ perspectives in intercultural communication, the book addresses the long-term strategy of developing a global community without sacrificing indigenous local values.

Technology as Cultural Power and its Social Impact

Technology as cultural power and its social impact

Taoism: ‘Regard your neighbour's gain as your own gain and your neighbour's loss as your own loss. T'ai Shang Kan Ying P’ ien


Technology in various forms, from television and radio to digital technologies like the Internet and email, is a culturally powerful force that impacts intercultural interactions in a myriad ways. Bonilla and Cliche (2004) claim that the social impact of the Internet is significant and they claim that the Internet, for example, intensifies the inequities in society. Research studies (Rogers, 1995; Levine and Donitsa-Schmidt, 1998; Rao, 1997) into the degree of influence and impact of technology on human relations spans a wide range of issues such as the uses, ...

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