According to Achenbach, current IT venues, which include radio and television,
permit people to inhabit a“‘filter bubble’that lets in only the information with
which [they] agree.”^40 Additionally, the Internet provides a degree of anonymity
that can be used to strip away social civility and allows individuals to post shrill,
demeaning, discriminatory, and even untrue information. Individuals no longer find
it necessary to seek compromises with people who hold perceptions and attitudes
that differ from their own. Although written in 2009, Nicholas Kristof’s comment
remains valid today:“Americans increasingly are segregating themselves into commu-
nities, clubs and churches where they are surrounded by people who think the way
they do.... The result is polarization and intolerance.”^41 Evidence of this is seen on
a wide range of issues, such as conservative versus liberal, pro-life versus freedom of
choice, anti-immigration versus immigration rights, reduced government spending
versus social welfare programs, and the schism surrounding gay marriage rights. It is
also evident in the vitriolic exchanges often posted on entertainment blogs, even on
such mundane issues as what is a good or bad YouTube music video. Amelioration of
these divergent perspectives will be achieved only by understanding that people have
varying values and worldviews and by acquiring the ability to communicate across
those differences.
The continuing growth of digital technologies is also bringing about profound
social and cultural changes. For example, users are turning away from hard-copy pub-
lications such as newspapers and books in favor of portable electronic devices. Uni-
versities offering online degrees are common. Even elite universities, like Harvard, the
Massachusetts Institute of Technology, and Stanford, now offer courses online, many
of them free. Movies and television programs can be streamed to home television
screens or online devices or stored and watched on a portable device during a transat-
lantic crossing. The Internet also serves as a meeting place for singles. According to a
Pew report, 11 percent of U.S. Americans have used“online dating sites or mobile
dating apps to meet someone.”^42
Naturally, many more examples could illustrate the ever-expanding role that com-
munication technology plays in your life. And there is little doubt that IT will bring
even more change and convenience to your lives in the future. However, we remind
you again that IT is a neutral platform. The messages that pass through the many
media sources are shaped by the senders. Thus, regardless of the medium used, culture
will continue to play an influential role in shaping both the content and the form of
the message.Developing Intercultural Awareness
In our zeal to convince you to study intercultural communication, we do not want to
overemphasize the scale of culture’s influence on human behavior. While we strongly
hold to the notion that culture is an
instrumental variable in human interac-
tion, a number of problems may be
encountered as you make culture the cen-
terpiece in your study of intercultural com-
munication. Specifically, we offer five
caveats that will clarify the crucial link
between culture and communication.REMEMBER THIS
Engaging in intercultural communication is a complex activity.
You need to be aware of (1) the uniqueness of each individual,
(2) the hazards of over generalizing, (3) the need to be objec-
tive, (4) the necessity for compromise, and (5) the myth of
believing that communication is a cure-all.Security Concerns 17Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).