the role of advanced network in intercultural commmunication: issues and challenges faridah noor...

THE ROLE OF ADVANCED THE ROLE OF ADVANCED NETWORK IN INTERCULTURAL NETWORK IN INTERCULTURAL

COMMMUNICATION: COMMMUNICATION: ISSUES AND CHALLENGESISSUES AND CHALLENGES

Faridah Noor Mohd. Noor, PhD (Assoc. Prof.)Faridah Noor Mohd. Noor, PhD (Assoc. Prof.) Deputy DirectorDeputy Director

Centre for Civilisational DialogueCentre for Civilisational DialogueUniversity of MalayaUniversity of Malaya

Kuala Lumpur, MalaysiaKuala Lumpur, [email protected]@um.edu.my

1919thth APAN MEETINGS APAN MEETINGSBangkok, ThailandBangkok, Thailand

1/26/20051/26/2005 Faridah N. Mohd. Noor 19th APANFaridah N. Mohd. Noor 19th APAN 22

OBJECTIVESOBJECTIVES

Objective OneObjective One Explore issues and possible research areas Explore issues and possible research areas

related to intercultural communication on related to intercultural communication on advanced network advanced network

Objective TwoObjective Two Forecast possible challenges on the study of Forecast possible challenges on the study of

intercultural communication and culture (ethno intercultural communication and culture (ethno linguistics and ethnopragmatics) linguistics and ethnopragmatics)


CULTURECULTURE Tylor (1958) - culture as an integrated Tylor (1958) - culture as an integrated

system made up of parts acquired through system made up of parts acquired through our interaction with those around us. our interaction with those around us.

Geertz argues that culture is "public Geertz argues that culture is "public because meaning is the collective because meaning is the collective property of a group. property of a group.

One is born into a cultureOne is born into a culture No culture is privileged over anotherNo culture is privileged over another


Connection between language and cultureConnection between language and cultureThree aspects language and culture:Three aspects language and culture: Language expresses cultural reality Language expresses cultural reality (Kramsch, 1998)(Kramsch, 1998)

Words used to refer to our experience and our daily lives Words used to refer to our experience and our daily lives reflect the language user’s attitudes, opinions, and beliefs.reflect the language user’s attitudes, opinions, and beliefs.

Language embodies realityLanguage embodies reality Language users not only describe but also create experience Language users not only describe but also create experience

through language.through language. They create meaning through the medium they choose to They create meaning through the medium they choose to

communicate (spoken/written/signaled – facial, hand and body)communicate (spoken/written/signaled – facial, hand and body) Language symbolizes cultural realityLanguage symbolizes cultural reality

Language is used to signal one’s identity (ethnicity, social Language is used to signal one’s identity (ethnicity, social status, age, gender, etc)status, age, gender, etc)


Culture and communicationCulture and communication

In our daily interaction, culture comes In our daily interaction, culture comes into play and is inseparable from into play and is inseparable from communication.communication.

Culture not only dictates who talks what, Culture not only dictates who talks what, to whom, how, and why, but also helps to to whom, how, and why, but also helps to determine how communication proceeds determine how communication proceeds and messages are encoded to transmit the and messages are encoded to transmit the intended meanings.intended meanings.


Intercultural communicationIntercultural communication

Relatively new area of research in the Relatively new area of research in the communication discipline. communication discipline.

Cross-cultural communication—the Cross-cultural communication—the comparison of communication across culturecomparison of communication across culture

Intercultural communication—the Intercultural communication—the communication between people from different communication between people from different cultures. cultures.


Research on language and cultureResearch on language and culture

Language, Thought and Culture (Sapir and Language, Thought and Culture (Sapir and Whorf )Whorf )

Discourse strategies (Gumperz)Discourse strategies (Gumperz) ““Face” (Goffman)Face” (Goffman) Cooperative principle (Grice ) Cooperative principle (Grice ) Politeness strategies (Brown and Levinson)Politeness strategies (Brown and Levinson) Genre Analysis (Swales)Genre Analysis (Swales)


Data for Research on Language Data for Research on Language (and Culture)(and Culture)

““Traditional” form of dataTraditional” form of data Print (Newspapers, Magazines, Journal Print (Newspapers, Magazines, Journal

articles, Budget reports, etc)articles, Budget reports, etc) Radio (DJ talk and call ins, jingles and Radio (DJ talk and call ins, jingles and

advertisements, lyrics, etc) advertisements, lyrics, etc) Television (Advertisements, song videos, Television (Advertisements, song videos,

sitcoms, talk shows, translation of subtitles, sitcoms, talk shows, translation of subtitles, etc) etc)


““New” additionsNew” additions

SMSSMS EmoticonsEmoticons MMSMMS InternetInternet

Net advertisingNet advertising EmailsEmails ChatsChats BlogsBlogs Video ConferencingVideo Conferencing


Research on Advanced NetworkResearch on Advanced Network The exchange of messages via emails, chats and The exchange of messages via emails, chats and

blogs provides an avenue for dialogue with different blogs provides an avenue for dialogue with different cultural perspectives:cultural perspectives: Advertisements on the Net (= Print?, Interactive Advertisements on the Net (= Print?, Interactive

versions)versions) Emails (Letters?)Emails (Letters?) On-line Chats (Conversations?)On-line Chats (Conversations?) Blogs (Chats? Forums? Intellectual input? Blogs (Chats? Forums? Intellectual input?

Monitoring – hinders/promote open discussion)Monitoring – hinders/promote open discussion) Video Conferencing (Face 2 Face interaction?)Video Conferencing (Face 2 Face interaction?)


ISSUES: Different levels of Research Possible ISSUES: Different levels of Research Possible on Intercultural Communication on on Intercultural Communication on

Advanced NetworkAdvanced Network

Level OneLevel One (Basic communication) (Basic communication) The sender encodes a message.The sender encodes a message. The message is decoded by the receiver. The message is decoded by the receiver.

How much of an intended message is How much of an intended message is fully transmitted and interpreted as fully transmitted and interpreted as intended by the sender?intended by the sender?


ISSUES: (cont.)ISSUES: (cont.)

Level TwoLevel Two (Add in culture) (Add in culture)When an intercultural discourse takes place, When an intercultural discourse takes place,

one’s culture may influence one’s perception.one’s culture may influence one’s perception. What sort of negotiations takes place What sort of negotiations takes place

when one is aware of the other person’s when one is aware of the other person’s culture? culture?

How flexible is one when encountering How flexible is one when encountering another from another culture?another from another culture?


ISSUES: (cont.)ISSUES: (cont.)

Level Three (Using a Different Set of Data)Level Three (Using a Different Set of Data)Advanced network now enables video Advanced network now enables video

conferencing, a more “active” form of conferencing, a more “active” form of communication.communication.

Is communication via video conferencing Is communication via video conferencing similar to face-to-face interaction? similar to face-to-face interaction?

Do speakers use the same strategies as in Do speakers use the same strategies as in face-to-face interaction?face-to-face interaction?


ChallengesChallenges

Possible areas to consider when researching Possible areas to consider when researching on intercultural communication on on intercultural communication on advanced networkadvanced network

How to conduct Multi-level Analysis How to conduct Multi-level Analysis

and interpret the findings for E Culture and interpret the findings for E Culture researchresearch


Sociolinguistic FactorsSociolinguistic Factors

Factors that may influence communication: Factors that may influence communication:

First layer:First layer: Elements of culture (religion, customs, Elements of culture (religion, customs,

worldviews and beliefs)worldviews and beliefs)


Second layerSecond layer

EthnicityEthnicity NationalityNationality AgeAge Status/Social classStatus/Social class GenderGender


Third LayerThird Layer

The choice of language for advanced network is The choice of language for advanced network is English. It cuts across the cultural distance between English. It cuts across the cultural distance between different cultures. different cultures.

What is the impact of using What is the impact of using a common mediuma common medium for for intercultural communication when all the other intercultural communication when all the other factors come into play (Gender, age,etc) – Does it factors come into play (Gender, age,etc) – Does it “nuetralize”“nuetralize” the situation? If yes, what changes have the situation? If yes, what changes have taken place? If not, which factors are more salient in taken place? If not, which factors are more salient in intercultural communication?intercultural communication?


OTHER POSSIBLE RESEARCHOTHER POSSIBLE RESEARCH(ECulture)(ECulture)

Preservation of Indigenous Language and Preservation of Indigenous Language and CultureCulture Mah Meri Community (currently ongoing) Mah Meri Community (currently ongoing)

Dying culture – immersion of younger generation into Dying culture – immersion of younger generation into the main stream of Malaysian societythe main stream of Malaysian society

Language, Culture and HeritageLanguage, Culture and Heritage No writing systemNo writing system Intercommunication with the other groupsIntercommunication with the other groups EthnopragmaticsEthnopragmatics EthnolinguisticsEthnolinguistics


Use of FindingsUse of Findings The possible role of advanced network in The possible role of advanced network in

promoting inter-culture awareness and dialoguepromoting inter-culture awareness and dialogue Need to chart maps to navigate through the world Need to chart maps to navigate through the world

of intercultural communication and bring about a of intercultural communication and bring about a safer and more tolerant global community.safer and more tolerant global community.

Hopefully this effort can promote greater Hopefully this effort can promote greater participation from researchers in the humanities participation from researchers in the humanities and social science areasand social science areas


THE WAY FORWARDTHE WAY FORWARD APAN provides an avenue for future research, APAN provides an avenue for future research,

both as a communication tool and sharing of both as a communication tool and sharing of databasesdatabases

Capitalise on advanced network to capture dataCapitalise on advanced network to capture data Need for collaboration in research across cultures Need for collaboration in research across cultures

and countriesand countries Need for research funding on intercultural Need for research funding on intercultural

communication and a platform to champion the communication and a platform to champion the causecause

Thank you for listeningThank you for listening

the role of advanced network in intercultural commmunication: issues and challenges faridah noor...

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