EH

Comprehensive Notes: Intercultural Communication and Globalization

Core Premises of Intercultural Communication

  • Communication is needed to build relationships among humans; without communication, there is no community.
  • Communication varies tremendously across cultures; verbal, nonverbal expressions differ, and some scholars view it as a near-miracle we understand each other at all.
  • The field is diverse and heavily Western-oriented, but includes Eastern perspectives; there are multiple prototypes of how culture and communication relate.
  • Vocabulary used in the course is important for assessment; expect to encounter domain-specific terms.
  • You may need to read the text more than once; highlighted parts indicate potentially more important concepts.

Historical impact of communication technologies

  • Printing/reproduction revolution: from hand-copying by monks to mass reproduction, increasing availability of texts and messages.
  • Printing and posters enabled broader dissemination: messages could be posted on church doors or walls, expanding reach.
  • This shift changed not only communication but also our concept of space and time: who we can reach, what is accessible, and how quickly we can reproduce and distribute information.
  • Communication exists beyond humans; all living beings communicate, but this course centers on human intercultural communication.
  • The technology of communication influenced perception of space and time and expanded the “action radius” of individuals and communities.

Basic concepts of communication

  • Without a universal definition, communication is best described as a process of generating meaning by sending and/or interpreting messages based on cultural conventions and context.
  • Key elements include: sender, message, receiver, channel, feedback, and context (situational, cultural, historical).
  • Communication is an inherently social act involving at least two parties; even talking to oneself involves intrapersonal communication.
  • The Western tradition often emphasizes transmission of messages and information; the European tradition emphasizes using communication to create shared culture.
  • Prototypes of communication: communication acts glue together communities and cultures; it is not just about transmitting information but about building relationships.
  • The emergence of mass media (TV, radio) showed how new technologies could shape mass emotions and political power by creating friends/enemies and guiding public opinion.
  • Technology influences identity; how we see ourselves and others can be reshaped by media and digital technologies (including AI discussions).

Signs, symbols, and meaning (Semiotics)

  • Signs can be verbal or nonverbal; signs and symbols require interpretation within context.
  • Signifier vs Signified:
    • Signifier: the form that conveys meaning (e.g., a word, image, color).
    • Signified: the concept or meaning that the signifier refers to.
  • Denotation vs Connotation:
    • Denotation: the literal, explicit meaning (e.g., the word apple denotes the fruit).
    • Connotation: the associated or inferred meanings, cultural associations, or emotional charge (e.g., red connotes passion or danger in many contexts).
  • Meaning depends on context and is not fixed; there can be a gap between Intended Meaning and Perceived Meaning.
  • Meaning can be thought of as a function of multiple factors: Sender, Receiver, Context, Signs, and Conventions.
  • Example: Exit signs can function as symbols; their signifier is the sign itself, and signified is the concept of egress or safety, with culturally specific connotations.
  • The phenomenon of semiotics explains why communication is complex and often ambiguous.

Worldviews, cultures, and differences

  • Worldview: a set of assumptions about how the world is and how it ought to be organized; deeply rooted in culture, religion, and philosophy.
  • Worldviews influence interpretation and communication; there is no universal ‘objective’ in the sense of a single standard view.
  • Western vs. Eastern distinctions:
    • Western tradition often emphasizes individualism, mediation, and sometimes persuasion (rhetoric, marketing, etc.).
    • Eastern traditions may emphasize relationship-building, harmony, ritualized interactions, and community-centric norms.
  • Examples of Western worldview concepts: Social Darwinism (the idea that stronger groups survive due to intrinsic superiority; a historical world view that has been criticized and rejected in modern scholarship).
  • Indigenous and non-Western perspectives: closer relationality with nature; animism; Confucian and Taoist influences emphasize living in harmony, social roles, family obligations, and collective well-being.
  • Indigenous vs Western relationships to land: non-industrial or indigenous communities often view land as part of a relational system rather than as property to be exploited; this can be observed in spaces with different land-use norms.
  • The Western tendency to categorize and stereotype the “Other” contributed to Orientalism: exoticization, myth of irrationality, and a narrative of progress and superiority.
  • Cultural hegemony (Gramsci): domination or influence maintained by consent rather than force; dominant ideas become accepted as common sense.
  • Orientalism (Said): the construction of the East as an exotic, irrational other; a critique of Western scholarship that portrayed Eastern societies through a lens of superiority and difference.
  • These concepts help explain how global power relations shape knowledge, culture, and intercultural understanding.

Globalization, homogenization, and diversity

  • Globalization increases interdependence and cross-cultural contact; but cultures retain local elements and resist total homogenization.
  • The claim that there is a “global culture” is contested: there is cultural diffusion, but also robust local practices, languages, rituals, and identities.
  • Cultural homogenization concerns exist, but there is persistent local reproduction that preserves diversity (no culture exists without its local roots).
  • Globalization changes scales and time/space relationships due to innovations in transport, communication, and digital networks.
  • Media as extensions of man (McLuhan-esque idea): technologies extend human senses (e.g., television extends sight across distances) and reconfigure social life and organization.
  • The medium matters as much as the message; mass communication can reshape social structures regardless of content.
  • The COVID era highlighted interdependence and sovereignty concerns; globalization can generate anxiety and political tensions around governance and exchange.
  • The rise of digital media and the Internet further transforms global interconnectedness and governance, raising new questions about sovereignty and cultural influence.

Media, propaganda, and power dynamics

  • The rapid spread of mass media creates opportunities for persuasion but also risks of manipulation.
  • “Never again” reflects historical warnings about mass-scale manipulation of behavior through media.
  • New technologies often make people more susceptible when unfamiliar; as societies adapt, susceptibility can decline or shift.
  • Distinction between one-way (propaganda) and two-way (dialogic) communication; both have distinct implications for power, persuasion, and social change.
  • The study of propaganda is essential to understanding how media shapes public opinion and behavior.

Space, time, and the architecture of communication

  • Architecture and space can influence communication dynamics: brutalist architecture (e.g., in Rome) can convey authority and reduce perceived agency; libraries create quiet spaces that shape behavior and social norms (lower voice levels, reverent atmosphere).
  • Technological advances reconfigure spatial and temporal horizons; trains, airplanes, televisions redefined how we relate to distant places and people.
  • The key takeaway is that the medium (technology, architecture, and built environment) shapes how messages are produced, transmitted, and received, often more than the content itself.

Practical implications for intercultural communication

  • When communicating across cultures, prioritize understanding what the receiver perceives and interprets, not only what you intend to convey.
  • Be mindful of ethnocentrism and the Western bias in many texts; seek to incorporate Eastern and non-Western perspectives.
  • Recognize the role of worldviews, local contexts, and cultural conventions in shaping meaning.
  • Build relationships and community through respectful, culturally informed communication practices; avoid coercive or manipulative strategies.
  • Consider the ethics of media use, propaganda, and the potential for mass manipulation.

Key vocabulary and concepts to memorize

  • 400 definitions of culture: 400 definitions of culture.
  • Culture, communication, and semiotics:
    • Signifier, Signified
    • Denotation, Connotation
    • Meaning as a function of Sender, Receiver, Context, Signs: ext{Meaning} = f( ext{Sender}, ext{Receiver}, ext{Context}, ext{Signs})
    • Intended meaning vs Perceived meaning: ext{Intended meaning}
      eq ext{Perceived meaning}
  • Worldview: framework of assumptions about reality and how it ought to be organized.
  • Hegemony: domination by consent (Gramsci).
  • Orientalism: Western representation of the East as exotic or irrational.
  • Rhetoric: persuasive communication strategies in Western thought.
  • Globalization: interdependence and cross-cultural exchange; tension between homogenization and local diversity.
  • Media as extensions of man: technology extending human capabilities and transforming social life.
  • Intrapersonal vs Interpersonal communication; Verbal vs Nonverbal; Mediated vs Unmediated; Intentional vs Unintentional.
  • Signifier vs Signified (semiotics): form vs concept.
  • Denotation vs Connotation: literal meaning vs associated meanings.

Illustrative examples and metaphors from the transcript

  • The printing press and mass reproduction as a metaphor for expanding humanity’s ability to reproduce and disseminate information.
  • Posters on church doors as early mass communication strategies.
  • The design of spaces (libraries, government buildings) shaping social behavior and authority.
  • Rome’s brutalist architecture as propaganda through space; the sense of standing before authority.
  • Libraries as spaces that quiet voices and regulate social interaction, illustrating how architecture mediates communication.
  • The role of media in shaping national identity through print media (in the European tradition).
  • The differing aims of Western vs. Eastern communication traditions: selling/persuasion vs. relationship-building.

Connections to broader themes

  • The continuity between ancient and modern forms of communication: from oral culture to literacy, to print, to digital media.
  • The interdependence of culture, power, and technology: how media shapes and is shaped by political and economic structures.
  • Ethical implications: how to navigate propaganda, miscommunication, and cultural bias in a globalized world.
  • Practical implications for intercultural competence: awareness of different cultural logics, sensitivity to context, and critical media literacy.