Globalization and Communication

2021-2022
Globalization is the communication and assimilation
among individuals, ethnicities, races, institutions,
governments of various nations supported by
technology and compelled by international trade.
Due to globalization, the more you become exposed
to diversity – the valuing of the uniqueness or
differences in gender preference, color, age, religious
affiliation, ethnicity, education, social and economic
status and political beliefs (Wakat, et.al., 2018).
 While the dream of a global village holds great
promise, the reality is that diverse people have
diverse opinions, values, and beliefs that clash and
too often result in violence. Only through
intercultural communication can such conflict be
managed and reduced (Neuliep, 2006).
But culture is more a human phenomenon than a
geographic one. And while geography certainly
affects how people live within a particular culture,
the people, more than the geography, are what
constitute culture. So when you think of culture, think
about the people. That being said, it is also
important to understand that cultures of people are
not static, but rather dynamic. This means that
cultures change; they are fluid, always moving
(Neulip, 2015).
• Culture may be low and high which demonstrates the
magnitude and degree of how a person affiliates the self.
• There is no such thing as a pure individualistic or collectivistic
culture.
• Individualistic cultures focus on individual goals. It also aims to
benefit the individual since every person is seen as unique
with distinct talents and potential, thereby enabling them to
hone their creativity, develop independence, and confidence.
• Collectivism is the assumption that groups blend well by
serving the in-group (family, neighbors, or occupational
groups). People are not viewed as isolated individuals but
rather they are identified by their membership.
Types of Cultural Orientation
Horizontal individualism speaks of an autonomous self that values the
individual more and independence is being highlighted.
Vertical individualism values the autonomous self by seeing it as different
and unequal to others. It also emphasizes status and competition.
Horizontal collectivism notes the self as a member of an in-group
sharing the same values and interests. The self is reliant and equality is
expected.
Vertical collectivism believes that the self is an integral part of the
in-group even if the members are different from the other. It also
specifies the group’s interdependence and inequality (Neuliep,2015).
 The cultural, micro-cultural and environmental
contexts surround the communicators, whose
socio-relational context is defined by the exchange of
verbal and nonverbal messages are encoded and
decoded within each interactant’s perceptual context
(Neuliep, 2006).
Globalization is not the only thing influencing events in the
world today, but to the extent that there is a North Star and a
worldwide shaping force, it is this system.
-Thomas Friedman (1999 cited from Kluver, 2006) in The Lexus and the Olive Tree

Globalization may be seen as an interconnectedness of

economic relationships, political units as well as digital
networks. As such, technology and other social networks have
transformed the economic and social relationships breaking
cultural barriers. Henceforth, cultural and civic discourse will
mold information and communication technologies (Sygaco,
2018).
Fundamental Assumptions
about Intercultural Communication (Neuliep, 2006)

• Messages relayed are not usually the messages

received.
• A nonverbal act between individuals
• Involvement of style in communication among
speakers
• Group phenomenon experienced and shared by
individuals
• A circuitous of adaptation and stress