Many scholars observe that international and intercultural communication is taking new directions in<br />the twenty-first century, and they are reconceptualizing a range of critical topics, including cultural<br />identity and its role in intercultural business negotiations; communication ethics and its impact on<br />international business; and the role of mass media in disseminating information and setting issues<br />agenda for citizens. This reconceptualization of critical communication concepts is attracting the<br />interest of academics and researchers nations and is leading to a rethinking of the theoretical<br />frameworks guiding communication debates and analyses. As nations are becoming interdependent and<br />interconnected because of global market, it is important that countries involved in global markets<br />understand one another’s cultural patterns and variations in their communication differences in order<br />to ensure continuing growth, expansion, and sustainability. Recent studies traced the slow growth of<br />global business operations to a lack of effective communication, ineffective intercultural business<br />communication skills, inability of entrepreneurial engagement in cross-border transactions, and<br />incompetence in cross-cultural strategic alliance negotiations. This paper identifies and discusses<br />various communication contexts, issues, and theoretical frameworks, and provides recommendations<br />for effective utilization of communication tools in global and intercultural environments.
An Integrative Framework for International and Intercultural Communication Contexts: Conflicts, Ferment and Theoretical Analysis
