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THE ROLE OF ADVANCED NETWORK IN INTERCULTURAL COMMMUNICATION: ISSUES AND CHALLENGES Faridah Noor Mohd. Noor, PhD (Assoc. Prof.) Deputy Director Centre for Civilisational Dialogue University of Malaya Kuala Lumpur, Malaysia [email protected] 19th APAN MEETINGS Bangkok, Thailand OBJECTIVES Objective One Explore issues and possible research areas related to intercultural communication on advanced network Objective Two Forecast possible challenges on the study of intercultural communication and culture (ethno linguistics and ethnopragmatics) 1/26/2005 Faridah N. Mohd. Noor 19th APAN 2 CULTURE Tylor (1958) - culture as an integrated system made up of parts acquired through our interaction with those around us. Geertz argues that culture is "public because meaning is the collective property of a group. One is born into a culture No culture is privileged over another 1/26/2005 Faridah N. Mohd. Noor 19th APAN 3 Connection between language and culture Three aspects language and culture: Language expresses cultural reality (Kramsch, 1998) Language embodies reality Words used to refer to our experience and our daily lives reflect the language user’s attitudes, opinions, and beliefs. Language users not only describe but also create experience through language. They create meaning through the medium they choose to communicate (spoken/written/signaled – facial, hand and body) Language symbolizes cultural reality Language is used to signal one’s identity (ethnicity, social Faridah status, age, gender, etc)N. Mohd. Noor 19th APAN 1/26/2005 4 Culture and communication In our daily interaction, culture comes into play and is inseparable from communication. Culture not only dictates who talks what, to whom, how, and why, but also helps to determine how communication proceeds and messages are encoded to transmit the intended meanings. 1/26/2005 Faridah N. Mohd. Noor 19th APAN 5 Intercultural communication Relatively new area of research in the communication discipline. Cross-cultural communication—the comparison of communication across culture Intercultural communication—the communication between people from different cultures. 1/26/2005 Faridah N. Mohd. Noor 19th APAN 6 Research on language and culture Language, Thought and Culture (Sapir and Whorf ) Discourse strategies (Gumperz) “Face” (Goffman) Cooperative principle (Grice ) Politeness strategies (Brown and Levinson) Genre Analysis (Swales) 1/26/2005 Faridah N. Mohd. Noor 19th APAN 7 Data for Research on Language (and Culture) “Traditional” form of data Print (Newspapers, Magazines, Journal articles, Budget reports, etc) Radio (DJ talk and call ins, jingles and advertisements, lyrics, etc) Television (Advertisements, song videos, sitcoms, talk shows, translation of subtitles, etc) 1/26/2005 Faridah N. Mohd. Noor 19th APAN 8 “New” additions SMS Emoticons MMS Internet 1/26/2005 Net advertising Emails Chats Blogs Video Conferencing Faridah N. Mohd. Noor 19th APAN 9 Research on Advanced Network The exchange of messages via emails, chats and blogs provides an avenue for dialogue with different cultural perspectives: Advertisements on the Net (= Print?, Interactive versions) Emails (Letters?) On-line Chats (Conversations?) Blogs (Chats? Forums? Intellectual input? Monitoring – hinders/promote open discussion) Video Conferencing (Face 2 Face interaction?) 1/26/2005 Faridah N. Mohd. Noor 19th APAN 10 ISSUES: Different levels of Research Possible on Intercultural Communication on Advanced Network Level One (Basic communication) The sender encodes a message. The message is decoded by the receiver. How much of an intended message is fully transmitted and interpreted as intended by the sender? 1/26/2005 Faridah N. Mohd. Noor 19th APAN 11 ISSUES: (cont.) Level Two (Add in culture) When an intercultural discourse takes place, one’s culture may influence one’s perception. What sort of negotiations takes place when one is aware of the other person’s culture? How flexible is one when encountering another from another culture? 1/26/2005 Faridah N. Mohd. Noor 19th APAN 12 ISSUES: (cont.) Level Three (Using a Different Set of Data) Advanced network now enables video conferencing, a more “active” form of communication. Is communication via video conferencing similar to face-to-face interaction? Do speakers use the same strategies as in face-to-face interaction? 1/26/2005 Faridah N. Mohd. Noor 19th APAN 13 Challenges Possible areas to consider when researching on intercultural communication on advanced network How to conduct Multi-level Analysis and interpret the findings for E Culture research 1/26/2005 Faridah N. Mohd. Noor 19th APAN 14 Sociolinguistic Factors Factors that may influence communication: First layer: Elements of culture (religion, customs, worldviews and beliefs) 1/26/2005 Faridah N. Mohd. Noor 19th APAN 15 Second layer Ethnicity Nationality Age Status/Social class Gender 1/26/2005 Faridah N. Mohd. Noor 19th APAN 16 Third Layer The choice of language for advanced network is English. It cuts across the cultural distance between different cultures. What is the impact of using a common medium for intercultural communication when all the other factors come into play (Gender, age,etc) – Does it “nuetralize” the situation? If yes, what changes have taken place? If not, which factors are more salient in intercultural communication? 1/26/2005 Faridah N. Mohd. Noor 19th APAN 17 OTHER POSSIBLE RESEARCH (ECulture) Preservation of Indigenous Language and Culture Mah Meri Community (currently ongoing) 1/26/2005 Dying culture – immersion of younger generation into the main stream of Malaysian society Language, Culture and Heritage No writing system Intercommunication with the other groups Ethnopragmatics Ethnolinguistics Faridah N. Mohd. Noor 19th APAN 18 Use of Findings The possible role of advanced network in promoting inter-culture awareness and dialogue Need to chart maps to navigate through the world of intercultural communication and bring about a safer and more tolerant global community. Hopefully this effort can promote greater participation from researchers in the humanities and social science areas 1/26/2005 Faridah N. Mohd. Noor 19th APAN 19 THE WAY FORWARD APAN provides an avenue for future research, both as a communication tool and sharing of databases Capitalise on advanced network to capture data Need for collaboration in research across cultures and countries Need for research funding on intercultural communication and a platform to champion the cause 1/26/2005 Faridah N. Mohd. Noor 19th APAN 20 Thank you for listening