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PURPOSIVE COMMUNICATION Communication and Globalization



Globalization is a process of interaction and integration among the people, companies, and governments
of different nations. A process driven by international trade and investment and aided by information technology.

Global Communication

It describes the way countries and people of the world interact and integrate. Many things have become
globalized as people come into contact. Economic globalization is how countries are coming together as one big
global economy, making international trade easier.

As its root, global communication can be defined just as any communication can: a message is sent from
one person or group to another anywhere in the world, which can be described as a five-step process:

1. A person or organization in one country sends a message

2. The message is encoded
3. The message travels through a channel or medium
4. The receiver in another country decodes the message
5. The recipient receives the message

One of the most common forms of global communication is E-MAIL. When someone from another country
reads your company’s web page, this too is an example of global communication.


The term ‘Barriers’, ‘Obstacles’, ‘Hindrances’ and ‘Noise’ are all used to describe the distracting stimuli
associated with the communication process.

 Language
 Signs and Symbols (Semantics)
 Stereotypes and Prejudices
 Behavior and Beliefs
 Religion
 Ethnocentrism

Whenever you are communicating with someone in their language, it is your responsibility to ensure that the
words you use are correct.

Over the past several decades there have been many large and successful companies that have made mistakes
when translating what they wanted to say to a different language, often with offensive, or even hilarious, results.
Here are a few examples of some translation misfires.

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PURPOSIVE COMMUNICATION Communication and Globalization

Ethnocentrism is the process of dividing cultures as “us” and “them”.

The people of someone’s own culture are categorized as in-group and the other culture is out-group. There is
always greater preference to in-group. There is an illusion of out-group as evil and inferior. This evaluation is
mostly negative.

If the culture is similar to us, then it is good and if is dissimilar, it is bad. Other’s culture is evaluated and assessed
with the standard being their own culture. Ethnocentrism affects the understanding of message, and encourages

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