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THE ROLE OF ADVANCED NETWORK IN INTERCULTURAL COMMMUNICATION: ISSUES AND CHALLENGES

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 faridahn@um.edu.my 19 th APAN MEETINGS Bangkok, Thailand.

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THE ROLE OF ADVANCED NETWORK IN INTERCULTURAL COMMMUNICATION: ISSUES AND CHALLENGES

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  1. 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 MalayaKuala Lumpur, Malaysia faridahn@um.edu.my 19th APAN MEETINGS Bangkok, Thailand

  2. 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) Faridah N. Mohd. Noor 19th APAN

  3. 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 Faridah N. Mohd. Noor 19th APAN

  4. Connection between language and culture Three aspects language and culture: • Language expresses cultural reality (Kramsch, 1998) • Words used to refer to our experience and our daily lives reflect the language user’s attitudes, opinions, and beliefs. • Language embodies reality • 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 status, age, gender, etc) Faridah N. Mohd. Noor 19th APAN

  5. 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. Faridah N. Mohd. Noor 19th APAN

  6. 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. Faridah N. Mohd. Noor 19th APAN

  7. 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) Faridah N. Mohd. Noor 19th APAN

  8. 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) Faridah N. Mohd. Noor 19th APAN

  9. “New” additions • SMS • Emoticons • MMS • Internet • Net advertising • Emails • Chats • Blogs • Video Conferencing Faridah N. Mohd. Noor 19th APAN

  10. 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?) Faridah N. Mohd. Noor 19th APAN

  11. 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? Faridah N. Mohd. Noor 19th APAN

  12. 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? Faridah N. Mohd. Noor 19th APAN

  13. 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? Faridah N. Mohd. Noor 19th APAN

  14. 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 Faridah N. Mohd. Noor 19th APAN

  15. Sociolinguistic Factors Factors that may influence communication: First layer: • Elements of culture (religion, customs, worldviews and beliefs) Faridah N. Mohd. Noor 19th APAN

  16. Second layer • Ethnicity • Nationality • Age • Status/Social class • Gender Faridah N. Mohd. Noor 19th APAN

  17. 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? Faridah N. Mohd. Noor 19th APAN

  18. OTHER POSSIBLE RESEARCH(ECulture) Preservation of Indigenous Language and Culture • Mah Meri Community (currently ongoing) • 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

  19. 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 Faridah N. Mohd. Noor 19th APAN

  20. 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 Faridah N. Mohd. Noor 19th APAN

  21. Thank you for listening

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