EAN: 9789052018775

COMMUNICATION AND PR FROM A CROSS-CULTURAL STAN...

How should we approach cultural diversity in the workplace? Multinational corporations 
transnational project teams and glocalised production and distribution processes raise
challenging issues for communication and PR professionals. The complex nature of these
communication processes often shows that existing models of cross-cultural or intercultural
communication are inadequate to allow researchers or professionals get to grips with the
complexity of the interactions encountered. This book aims to pinpoint and address the apparent
limits of many traditional intercultural communication research methods when they are applied
to real situations in today's hybrid and cosmopolitan global organisations. Written by
distinguished scholars from around the world  the chapters challenge traditional ways of
thinking and established academic categorisations. The chapters are structured around three
main lines of questioning: how can we approach multicultural teambuilding situations where
culture is a multi-faceted and multi-level dynamic construct linked to identity and experience
rather than 'simply' a question of national habitus  how can we study emerging concepts 
categories and practices in such situations using culturally sensitive qualitative research
methods  and how can we approach the field of PR from very different cultural standpoints?

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