NEW MEDIA AND INTERCULTURAL INTERACTIONS

The impact of new media on different aspects of intercultural interaction is apparent and has attracted more and more studies from intercultural communication scholars. This part discusses the influence of new media on three common aspects of intercultural interaction in the global context: intercultural relationship, intercultural adaptation, and intercultural conflict.

                                                   

Intercultural relationships

New media, especially social media such as Facebook, blogs, MySpace, YouTube, Twitter, and the iPhone, have enabled people from every corner of the world to represent themselves in a particular way and stay connected in cyberspace. It is obvious that the flexibility of information presented and shared in the new media will directly affect, either positively or negatively, the development of intercultural relationships in the virtual community through the creation of a network of personal connection. Moreover, Elola and Oskoz (2009) found that in foreign language and study abroad contexts, the use of blogging not only showed a positive effect on the

development of intercultural relationships, but also increased the degree of participants’ intercultural communication competence. In addition to intercultural relationships on a personal level, social media also helps to establish international business relationship Jackson, 2011). Nevertheless, new media may also produce a negative impact on intercultural communication. For example,Qian and Scott (2007) found that revealing too much personal information in blogs, especially negative information about one’s friends, employer, and others, tends to jeopardize or cause problems in establishing constructive human relationships intraculturally and interculturally.

Finally, McEwan and Sobre-Denton (2011) argued that computer-mediated communication can promote and develop virtual cosmopolitanism and virtual third cultures. The authors indicated that through the construction of third culture space, a new, hybrid culture is created, in which interactants from differing cultures are able to gather cultural and social information, build online communities, and form intercultural relationships. 

Intercultural adaptation 
Because new media enables individuals across the globe to exchange messages for the purpose of understanding people from different cultures, it has become popular for sojourners or immigrants to use new media to communicate with their friends, classmates, and relatives or family members in both their native and host country in their learning process or daily life . As shown in W. Chen’s (2010) study, the longer immigrants reside in the host country, the more they communicate with the host nationals via new media, but the frequency of surfing their original country’s websites is decreasing. W. Chen also found that the use of new media shows a significant impact on the process of immigrants’ intercultural adaptation. In other words, the social interaction conducted through new media by immigrants proves to be a critical element that can determine whether they can successfully adjust to the host country.

Intercultural conflict

New media provides people and governments with a powerful tool to construct their own image, to define and redefine the meanings of messages, to set the media agenda, or to frame the news or messages. However, cultural dissimilarities result in different ways in media representation on the individual or governmental level.

   By Segesela Blandina

     BAPRM 42663