Keyword : New media .Globalisation .Cultural globalization .Intercultural
Author(s) : Chike Emma Onwe
Abstract :
Our world has turned out to be a small neighbourhood due to the impact of globalisation and communication technologies. In this new world, different communication means and various cultures increasingly affect each other, leading communication and culture to transform into two organic structures that influence each other. The ever-increasing ubiquity and functionality of the new media has become the driving force accelerating the trend of globalization. The new media has taken human interactions to a whole new level, making the human society highly interconnected. This interconnectedness has increased the significance of new media in cross-cultural communication. More scholars are increasingly getting involved in the investigation of the relationship between new media and cross-cultural communication, with particular focus on the impact of national/ethnic culture on the development of new media and the impact of new media on cultural/social identity. However, the scenario created by the emergence of the new media introduces yet more challenges especially in the context of intercultural differences. This paper sets out to examine the direct outcomes of the impact of new media on cross-cultural communication in the era of growing globalisation. Adopting an analytical approach, the work aims at determining the relationship between new media and intercultural communication. It was shown that the new media has not only reduced the world to global village but promotes intercultural adaptation, intercultural relationships while eliminating intercultural conflicts.
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