Myat Thu (32813747)

Summary Readings on Topic 8

This summary will be discussing about how the intercultural communication

theory affects and informs public relations practice in globalisation. Based on this

readings, it tells us that as the globalisation and new communication bring the world and

the society closer together, there is a greater need for public relations practitioners to

help organisations navigate cultural terrains. Moreover, it tells us that the globalisation

and new communication technologies have brought individuals, groups and

organizations closer together. Furthermore, the intercultural communication based on

this readings tells us that it is also known as an interpretative activity which is based on

shared patterns of experience and interaction as well as a general and a specific

understanding of the individual cultures. Relating back to intercultural communication

with public relations, it is very important that it needs to deal in situations such as

identifying features of the situation and the intended audience effects, clarifying the

motivational intent of the organization and publics, examining how the meaning is

created and the strategic conditions and the usage of communication principles and

theory to understand how the culture tries to influence organizations and

communication. It emphasizes on effective and ethical intercultural communication

which depends upon on the understanding of how the public is likely to respond to the

information; that is passively because the group feels powerless or because the

government does not allow dissent; actively, because the group believes that it has a

vested interest or feels empowered to take the action.