THE IMPORTANCE OF INTERCULTURAL COMMUNICATION Intercultural communication (or cross-cultural communication) is a discipline that studies communication across different cultures and social groups, or how culture affects communication. It describes the wide range of communication processes and problems that naturally appear within an organization or social context made up of individuals from different religious, social, ethnic, and educational backgrounds. In this sense it seeks to understand how people from different countries and cultures act, communicate and perceive the world around them. Many people in intercultural business communication argue that culture determines how individuals encode messages, what medium they choose for transmitting them, and the way messages are interpreted. With regard to intercultural communication proper, it studies situations where people from different cultural backgrounds interact. Aside from language, intercultural communication focuses on social attributes, thought patterns, and the cultures of different groups of people. It also involves understanding the different cultures, languages and customs of people from other countries. Intercultural communication plays a role in social sciences such as anthropology, cultural studies, linguistics, psychology and communication studies. Intercultural communication is also referred to as the base for international businesses. Several cross-cultural service providers assist with the development of intercultural communication skills. Research is a major part of the development of intercultural communication skills. Identity and culture are also studied within the discipline of communication to analyze how globalization influences ways of thinking, beliefs, values, and identity, within and between cultural environments. From the short article: Attempt Question 1 Question 1 1(a) Distinguish between “low context culture” and “high context culture” within the context of international communication. 1(b) Discuss, to what extent globalisation could influence our ways of thinking, beliefs, values and identity? 1(d) Analyse the main “sources of identities” which are deemed important elements in addressing intercultural communication issues in managing business today. ____________________________________________________________________ Question 2 By using the “value orientation theory” as a basis, evaluate six (6) ways on how these values can be applied in managing people within the global context.