THE ROLE OF ADVANCED NETWORK IN INTERCULTURAL COMMMUNICATION: ISSUES AND CHALLENGES Faridah Noor Mohd. Noor, PhD (Assoc. Prof.) Deputy Director Deputy Director Centre for Civilisational Dialogue University of Malaya Kuala Lumpur, Malaysia 19 th APAN MEETINGS Bangkok, Thailand

1/26/2005Faridah N. Mohd. Noor 19th APAN2 OBJECTIVES Objective One Explore issues and possible research areas related to intercultural communication on advanced network 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) Forecast possible challenges on the study of intercultural communication and culture (ethno linguistics and ethnopragmatics)

1/26/2005Faridah N. Mohd. Noor 19th APAN3 CULTURE Tylor (1958) - culture as an integrated system made up of parts acquired through our interaction with those around us. 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. Geertz argues that culture is "public because meaning is the collective property of a group. One is born into a culture One is born into a culture No culture is privileged over another No culture is privileged over another

1/26/2005Faridah N. Mohd. Noor 19th APAN4 Connection between language and culture Three aspects language and culture: Language expresses cultural reality (Kramsch, 1998) 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. Words used to refer to our experience and our daily lives reflect the language user’s attitudes, opinions, and beliefs. Language embodies reality Language embodies reality Language users not only describe but also create experience through language. 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) They create meaning through the medium they choose to communicate (spoken/written/signaled – facial, hand and body) Language symbolizes cultural reality Language symbolizes cultural reality Language is used to signal one’s identity (ethnicity, social status, age, gender, etc) Language is used to signal one’s identity (ethnicity, social status, age, gender, etc)

1/26/2005Faridah N. Mohd. Noor 19th APAN5 Culture and communication In our daily interaction, culture comes into play and is inseparable from 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. 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.

1/26/2005Faridah N. Mohd. Noor 19th APAN6 Intercultural communication Relatively new area of research in the communication discipline. Relatively new area of research in the communication discipline. Cross-cultural communication—the comparison of communication across culture Cross-cultural communication—the comparison of communication across culture Intercultural communication—the communication between people from different cultures. Intercultural communication—the communication between people from different cultures.

1/26/2005Faridah N. Mohd. Noor 19th APAN7 Research on language and culture Language, Thought and Culture (Sapir and Whorf ) Language, Thought and Culture (Sapir and 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)

1/26/2005Faridah N. Mohd. Noor 19th APAN8 Data for Research on Language (and Culture) “Traditional” form of data Print (Newspapers, Magazines, Journal articles, Budget reports, etc) Print (Newspapers, Magazines, Journal articles, Budget reports, etc) Radio (DJ talk and call ins, jingles and advertisements, lyrics, etc) Radio (DJ talk and call ins, jingles and advertisements, lyrics, etc) Television (Advertisements, song videos, sitcoms, talk shows, translation of subtitles, etc) Television (Advertisements, song videos, sitcoms, talk shows, translation of subtitles, etc)

1/26/2005Faridah N. Mohd. Noor 19th APAN9 “New” additions SMS SMS Emoticons Emoticons MMS MMS Internet Internet Net advertising Net advertising s s Chats Chats Blogs Blogs Video Conferencing Video Conferencing

1/26/2005Faridah N. Mohd. Noor 19th APAN10 Research on Advanced Network The exchange of messages via s, chats and blogs provides an avenue for dialogue with different cultural perspectives: The exchange of messages via s, chats and blogs provides an avenue for dialogue with different cultural perspectives: Advertisements on the Net (= Print?, Interactive versions) Advertisements on the Net (= Print?, Interactive versions) s (Letters?) s (Letters?) On-line Chats (Conversations?) On-line Chats (Conversations?) Blogs (Chats? Forums? Intellectual input? Monitoring – hinders/promote open discussion) Blogs (Chats? Forums? Intellectual input? Monitoring – hinders/promote open discussion) Video Conferencing (Face 2 Face interaction?) Video Conferencing (Face 2 Face interaction?)

1/26/2005Faridah N. Mohd. Noor 19th APAN11 ISSUES: Different levels of Research Possible on Intercultural Communication on Advanced Network Level One (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 fully transmitted and interpreted as intended by the sender? How much of an intended message is fully transmitted and interpreted as intended by the sender?

1/26/2005Faridah N. Mohd. Noor 19th APAN12 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? 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? How flexible is one when encountering another from another culture?

1/26/2005Faridah N. Mohd. Noor 19th APAN13 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? Is communication via video conferencing similar to face-to-face interaction? Do speakers use the same strategies as in face-to-face interaction? Do speakers use the same strategies as in face-to-face interaction?

1/26/2005Faridah N. Mohd. Noor 19th APAN14 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

1/26/2005Faridah N. Mohd. Noor 19th APAN15 Sociolinguistic Factors Factors that may influence communication: First layer: Elements of culture (religion, customs, worldviews and beliefs) Elements of culture (religion, customs, worldviews and beliefs)

1/26/2005Faridah N. Mohd. Noor 19th APAN16 Second layer Ethnicity Ethnicity Nationality Nationality Age Age Status/Social class Status/Social class Gender Gender

1/26/2005Faridah N. Mohd. Noor 19th APAN17 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? 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?

1/26/2005Faridah N. Mohd. Noor 19th APAN18 OTHER POSSIBLE RESEARCH (ECulture) Preservation of Indigenous Language and Culture Preservation of Indigenous Language and Culture Mah Meri Community (currently ongoing) Mah Meri Community (currently ongoing) Dying culture – immersion of younger generation into the main stream of Malaysian society Dying culture – immersion of younger generation into the main stream of Malaysian society Language, Culture and Heritage Language, Culture and Heritage No writing system No writing system Intercommunication with the other groups Intercommunication with the other groups Ethnopragmatics Ethnopragmatics Ethnolinguistics Ethnolinguistics

1/26/2005Faridah N. Mohd. Noor 19th APAN19 Use of Findings The possible role of advanced network in promoting inter-culture awareness and dialogue 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. 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 Hopefully this effort can promote greater participation from researchers in the humanities and social science areas

1/26/2005Faridah N. Mohd. Noor 19th APAN20 THE WAY FORWARD APAN provides an avenue for future research, both as a communication tool and sharing of databases APAN provides an avenue for future research, both as a communication tool and sharing of databases Capitalise on advanced network to capture data Capitalise on advanced network to capture data Need for collaboration in research across cultures and countries Need for collaboration in research across cultures and countries Need for research funding on intercultural communication and a platform to champion the cause Need for research funding on intercultural communication and a platform to champion the cause

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