Intercultural,Development and Health Communication
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University Of South Africa
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Integrated Organisational Communication
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SECTION 1 INTERCULTURAL COMMUNICATION QUESTION 1 Explain the concept of ‘global village’ and discuss the role ...
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, COM2603 Assignment 1
Semester 2
SECTION 1 INTERCULTURAL COMMUNICATION QUESTION 1 Explain the concept of
‘global village’ and discuss the role of technology in facilitating human communication.
(10)
The Concept of ‘Global Village’
The term ‘global village’ was popularized by Marshall McLuhan in the 1960s to describe the
phenomenon of the world becoming more interconnected as a result of technological
advancements in communication. McLuhan predicted that electronic media would break down
geographical barriers and create a sense of shared community on a global scale, similar to that
found in small, close-knit villages.
Role of Technology in Facilitating Human Communication
1. Instantaneous Communication: Technology, particularly the internet, has made it
possible to communicate with people across the globe in real time. Platforms like email,
instant messaging, and social media have eliminated the delays once associated with
long-distance communication.
2. Access to Information: The internet provides vast amounts of information that can be
accessed quickly and easily. This democratization of information allows people from
different cultures to learn about each other and fosters a better understanding and
appreciation of diversity.
3. Social Media: Platforms like Facebook, Twitter, and Instagram have revolutionized how
people connect and share experiences. Social media allows for the creation of virtual
communities where people with shared interests can interact, regardless of their physical
location.
4. Video Conferencing: Technologies such as Zoom, Skype, and Microsoft Teams have
made face-to-face communication possible without the need for physical travel. This has
been particularly important for businesses, education, and maintaining personal
relationships during the COVID-19 pandemic.
5. Multilingual Communication: Translation technologies and tools such as Google
Translate facilitate communication between people who speak different languages. This
has made it easier for individuals and businesses to operate on a global scale.
6. Online Collaboration Tools: Tools like Google Docs, Trello, and Slack enable
collaborative work across time zones and geographies. These platforms allow teams to
work together seamlessly on projects, regardless of where they are located.
, 7. Cultural Exchange: The internet and digital media allow for the sharing of cultural
content such as music, films, and literature. This has contributed to a greater global
awareness and appreciation of different cultures.
8. E-commerce and Global Trade: Technology has also transformed global trade and
commerce. Online marketplaces like Amazon and Alibaba enable businesses to reach
international customers, thereby expanding their market reach.
9. Digital Education: E-learning platforms like Coursera, edX, and Khan Academy provide
access to educational resources from top institutions around the world. This has
democratized education and made it accessible to a broader audience.
10. News and Media: The digital age has transformed how news is reported and consumed.
Online news platforms, blogs, and social media provide real-time updates on global
events, keeping people informed and connected.
References
● McLuhan, M. (1964). Understanding Media: The Extensions of Man. MIT Press.
● Castells, M. (2010). The Rise of the Network Society: The Information Age: Economy,
Society, and Culture Volume I. Wiley-Blackwell.
● Thurlow, C., Lengel, L., & Tomic, A. (2004). Computer-Mediated Communication: Social
Interaction and the Internet. SAGE Publications.
QUESTION 2 Discuss the view of communication as symbolic and provide two examples
of symbolic communication from your own culture. (5)
Communication as Symbolic
Communication as symbolic refers to the idea that humans use symbols—words, gestures,
images, sounds, and other signs—to convey meanings. These symbols are arbitrary and
conventional, meaning their meanings are agreed upon by users within a particular culture. This
view is foundational in understanding human communication because it highlights that the
interpretation of symbols is not inherent but learned and shared within a cultural context.
Examples of Symbolic Communication from South African Culture
1. The South African National Anthem
The national anthem, "Nkosi Sikelel' iAfrika," is a powerful symbol of unity and diversity in South
Africa. It incorporates five of the most widely spoken languages in the country: Xhosa, Zulu,
Sesotho, Afrikaans, and English. This anthem symbolizes the nation's commitment to
multiculturalism and reconciliation after the apartheid era. When sung or played, it evokes
national pride and unity among South Africans.
2. The Traditional Greeting: Handshake with a Touch
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