Module II – Global

Communication
Globalization and International Advertising
Globalization & International
Communication
• Globalization and international communication are interconnected
and significant aspects of the modern world.
• They play crucial roles in shaping economies, societies, cultures, and
politics on a global scale.
International Communication
• International communication involves the exchange of information,
ideas, and knowledge between people, organizations, and
governments across different countries and cultures. This exchange
can occur through various means, such as:
• Mass Media: Television, radio, newspapers, magazines, and online
platforms enable the dissemination of news and entertainment
globally.
• Telecommunication: Phone calls, video conferences, and internet-
based communication platforms facilitate real-time interactions
between individuals and businesses across borders.
International Communication
• Social Media: Platforms like Facebook, Twitter, and Instagram enable
people from different parts of the world to connect, share, and
collaborate.
• Diplomacy and International Relations: Governments communicate
with each other to negotiate agreements, resolve conflicts, and
address global challenges.
Global Village
• The concept of the "global village" was popularized by the Canadian
scholar Marshall McLuhan in the 1960s.
• He used this term to describe the impact of electronic media,
especially television, on the way people communicate and experience
the world.
• The notion of a global village suggests that advancements in
communication technology have effectively transformed the world
into a closely-knit community where information and cultural
exchange happen rapidly and on a global scale.
Global Village & Businesses
• The concept of the global village has significant implications for
commerce and business activities.

• The interconnectedness brought about by advancements in

communication technology has transformed the way companies
conduct business, access markets, and engage with customers.
Global Village and Businesses
• Here are some ways in which the global village has impacted
commerce:
• Expanded Market Reach: The global village has allowed businesses
to access a global market with ease. Companies can now reach
customers in different countries and regions through online
platforms, social media, and international shipping networks.
• E-commerce: The rise of e-commerce platforms has revolutionized
the way goods and services are bought and sold. Businesses can
set up online stores, enabling customers from around the world to
make purchases, regardless of their physical location.
• Real-Time Communication: Global communication networks enable
businesses to communicate in real time with partners, suppliers, and
customers across the world.

• Cultural Considerations: Operating in a global village requires businesses

to be mindful of cultural differences and preferences. Companies may
need to adapt their marketing strategies and products to cater to
diverse cultural backgrounds.

• Global Competition: The global village has intensified competition as

businesses from different countries can now directly compete in the
same markets. This encourages innovation and forces companies to
constantly improve their products and services.
• Regulatory Challenges: Operating across borders brings businesses into
contact with various legal and regulatory environments. Companies need
to navigate different laws, trade regulations, and tax policies in each
market they operate in.
 Cosmopolitan and the
importance of identifying local
habitat to define identity
The meaning of being
cosmopolitan
• ‘Cosmopolitan’ refers to a person or perspective that is characterized by a
broad, global outlook, embracing different cultures, ideas, and experiences
from around the world.

• A cosmopolitan individual is open-minded, tolerant, and appreciative of

cultural diversity. On the other hand, "identifying local habitat to define
identity" emphasizes the significance of understanding and valuing one's
local culture, heritage, and environment as essential components of
personal and collective identity.
Being cosmopolitan helps one to
develop:
A cosmopolitan outlook fosters a deeper understanding of different cultures,
promoting empathy and reducing prejudice and discrimination based on
cultural differences.

Cosmopolitan individuals recognize their role as global citizens and feel a

sense of responsibility towards addressing global challenges such as poverty,
inequality, and environmental issues.

In today's interconnected world, being cosmopolitan is essential for effective

communication and cooperation across borders.
Being cosmopolitan helps one to
develop:
In international business and trade, a cosmopolitan approach facilitates
successful interactions with clients and partners from diverse cultural
backgrounds.
The Importance of Identifying Local
Habitat to Define Identity
Rootedness and Heritage: Understanding and valuing one's local habitat
provide a sense of rootedness and connection to ancestral heritage, fostering
a strong sense of identity.

Cultural Preservation: Emphasizing local habitat helps preserve traditional

knowledge, customs, and practices that might otherwise be threatened by
globalization.

Community Bonding: Local identity reinforces a sense of community and

belonging, enhancing social cohesion and support networks.
Balancing Cosmopolitanism and
Local Identity
The ideal approach is to strike a balance between cosmopolitanism and
valuing local identity. Embracing a cosmopolitan perspective does not
require abandoning one's local heritage but rather enriching it with a
broader understanding of the world. Recognizing and celebrating local
identity can coexist with an appreciation of global diversity.
Balancing Cosmopolitanism and
Local Identity
• In conclusion, being cosmopolitan is crucial for fostering understanding,
cooperation, and personal growth in an interconnected world.
• Simultaneously, acknowledging and valuing one's local habitat is essential
for preserving cultural heritage, promoting social cohesion, and
contributing to environmental sustainability.
• Striking this balance allows individuals to cultivate a more comprehensive
and inclusive sense of self and collective identity.
Global Communication Theories
• Global communication theories are frameworks that help us understand
the complexities and dynamics of communication in a global context.
These theories offer insights into how information, ideas, and messages
flow across borders, cultures, and languages.
Dependency Theory
• Dependency theory says that the flow of information and media content
between developed and developing nations is imbalanced.

• It suggests that developing countries become dependent on the

information and media produced by developed countries, leading to a
skewed perception of the world and reinforcing global inequalities.
Cultural Imperialism
• Cultural imperialism theory argues that powerful nations use their media
and communication dominance to influence and impose their cultural
values, norms, and ideologies on weaker nations. This theory raises
concerns about the homogenization and loss of local cultures in the face of
global media conglomerates.
World System Theory
• The world system theory, developed by sociologist Immanuel Wallerstein,
examines global communication within the broader context of the
capitalist world economy.

• It analyzes the hierarchical structure of nations and their roles in the global
division of labor, production, and communication flows.
World System Theory
• While describing the transnational division of labour, world-system
theory divides the world in the following spheres:
• Core countries: The core countries usually developed a strong central
government, extensive bureaucracies, and large mercenary armies,
which enabled the elites in these countries to obtain control over
international commerce and extract capital surpluses from the trade
for profits.
World System Theory
• Peripheral countries – these countries lacked strong governments or
were mostly controlled by the core countries, they export raw
materials to the more developed nations where the finished goods
are eventually made.
Global Village Theory
• The global village theory, popularized by Marshall McLuhan, suggests that
advancements in communication technology, especially television, create a
sense of interconnectedness and make the world resemble a ‘global
village.’

• This theory emphasizes the rapid exchange of information and cultural

experiences across the globe.
Problems of global communication
• Language Barriers: Communication across different languages can be a
significant challenge, leading to misunderstandings, misinterpretations,
and difficulties in conveying complex ideas accurately.

• Cultural Differences: Global communication encounters diverse cultural

norms, values, and communication styles. Failure to understand and
respect these differences can lead to cultural misunderstandings and
conflicts.
Problems of global communication
• Information Overload: The abundance of information in the digital age can
overwhelm individuals and make it challenging to discern credible sources
from misinformation or disinformation.

• Digital Divide: Not everyone has equal access to communication

technologies, leading to a digital divide between those with internet access
and those without. This inequality limits some individuals' ability to
participate fully in global communication.
Problems of global communication
• Legal and Regulatory Challenges: Global communication operates across
different legal and regulatory frameworks, leading to complexities in issues
like data protection, content censorship, and intellectual property rights.

• Cross-Cultural Communication Challenges: Communicating effectively

across cultures requires sensitivity and awareness of cultural nuances,
which can be challenging in a globalized world.
Problems of global communication
• Privacy and Security Concerns: Global communication involves sharing
personal information and data online, which can lead to privacy breaches
and security threats.

• Media Ownership and Control: A few powerful media conglomerates may

dominate global media, influencing the narratives and perspectives
presented to a wide audience.
Flows of media content
• Most people today are so caught up in their daily cultural lives that
they do not realize the major impact of global media flows and
counter-flows on nationhood and cultural identity.

• The dominant international media flows are large, rich and powerful
with global capitalism on their side.
• They have the sources, connections and supporters at their fingertips
with their many investments and partnerships that allow them to
spread a biased, one-way flow of information.
Contra-flows
• In contrast, contra-flows in international media are other flows, some
alternative flows of information, ideas/ideologies, media, and
communication that participate in a two-way flow of discourse about
news, information, politics, culture, etc.

• They are “contra-“ in that they counter the dominant media flows
who control the majority of the news and media outlets today.
Flows of media content
• One big fear with this process of globalization is that the values and
images of the dominant international media flows are threatening to
choke out the world’s native culture in many countries.

• The Hindi film Industry, the traditional motion-picture industry of

India + Hollywood, is an example of a billion dollar entertainment
contra-flow.
• It is the world’s largest (even bigger than Hollywood) but its influence
is largely confined to the Indian subcontinent and among the South
Asian diaspora.
Flows of media content
• The issue at hand is that although these other “contra-flows” exist in
the mediascape of the world, they are still not big enough, powerful
enough, nor developed enough to put a dent in the dominant
transnational mainstream media today.
Flows of media content
• Our contemporary society is built around flows. These flows are
described by Manuel Castells to include “flows of capital, flows of
information, flows of technology, flows of organizational interactions,
flows of images, sounds, and symbols”.
Differences between western and
non-western media content
• The distinction between Western and non-Western media content is
rooted in the cultural, geographic, and historical contexts of their
respective regions.

• While this categorization can be overly simplistic and sometimes

contentious, certain patterns and characteristics can be observed.
Key differences
Cultural Perspective
• Western media content often reflects the values, norms, and
ideologies prevalent in Western societies, which are typically more
individualistic.

• Non-Western media content, on the other hand, is influenced by the

cultural perspectives, traditions, and customs of various non-Western
regions, which may be more collectivist and rooted in religious or
spiritual beliefs.
Storytelling techniques
• Western media tends to follow narrative structures that are familiar
to Western audiences, such as linear storytelling and character-driven
plots.

• Non-Western media may employ different storytelling techniques,

including circular narratives, episodic storytelling, or a focus on
community or group dynamics rather than individual characters.
Genres
• There are often variations in genre preferences between Western and
non-Western media.

• For example, Western media may heavily emphasize genres like

superhero movies, romantic comedies, or crime thrillers. Non-
Western media, on the other hand, might prioritize genres like
historical epics, folklore-based stories, or family dramas that resonate
more with local audiences.
Representation and Diversity
• Western media has faced criticism for its lack of diversity and
representation, particularly regarding people of color and other
underrepresented groups.

• Non-Western media, depending on the region, may have a more

diverse representation of ethnicities, cultures, and perspectives since
the countries themselves are not ethnically homogenous.
Social and political commentary
• Media from different regions often reflects the social and political
issues prevalent in those areas.
• Western media might focus on topics such as individual freedom,
human rights, and democratic values.
• In contrast, non-Western media may tackle issues like post-
colonialism, cultural identity, and challenges related to economic
development.
Government control over media
content
• In some non-Western regions, media content might be subject to
stricter government control or censorship, impacting the range of
topics that can be explored openly. Examples include China, North
Korea

• In western countries there could be less of government censorship

but there are instances of censorship induced by corporate ownership
of media and the conflict of interest between independent reporting
and the media owner’s commercial interests.
Popularity of Global Brands
due to Content
Global Brands
• Global brands have invested significant resources in building brand
awareness and recognition through extensive marketing and
advertising efforts.

• Their logos, slogans, and brand identities have become familiar to

consumers worldwide.
• Successful global brands often maintain high product and service
quality standards across different markets.
Global Brands & Localization
• Localization is an important issue for companies looking to
communicate to the global market and achieve competitive edge.
Translation plays an important role in localization as well as
international business communication. It constitutes an interesting
and challenging process.

• Communication often breaks down because signs in advertisements

do not have the same meaning for the two parties due to their
diverse fields of experience.
Global Brands & Localization
• Every targeted group of customers should find the advertisement
captivating, understandable and inoffensive with respect to their
culture.

• The advertisement translator has to imbibe the culture associated

with the native language and the culture followed by the target
audience.
Global Brands & Local Language
• The advertising programmes must adjust to the local market
differences. Advertising and sales promotion laws, language, and
technological differences vary from country to country.
• Standardizing the copy content by translating the appeal into the
language of the foreign market is fraught with possible
communication blunders.
• A copywriter who is fluent in both the domestic and foreign language
and familiar with the culture of the foreign market is a prerequisite.
• Adaptation is especially important if the advertiser wants its products
identified with the local market rather than as a foreign import.
Global Brands & Local Language
• Problems arise when a foreign brand name is translated into other
languages for the question arises as to whether its pronunciation
should be adopted or its meaning should be translated.

• If the pronunciation is chosen, the meaning might be different due to

the fact that the character symbols represent ideas rather than
letters.

• If the meaning of the brand name is translated, it is pronounced

differently.
Global Brands
• A highly successful campaign in one country may not be successful in
another. One of the catch phrases of multinational selling is global
marketing. For some brands a unified image helps whereas it may not
work for others.

• Pizza Hut is considered one of the few truly global restaurant brands.
To build a unique brand character, the company used the same
television commercial throughout Europe featuring its stuffed crust
pizza – a single core product, a single brand, a single identity.
Global brands and their strategies
• Whether it is the golden arches of Mc Donald’s, the swoosh of Nike or
the distinctive logo of Coca Cola, companies look for a unique brand
identification that is easily understood and meaningful regardless of
the language or culture of a specific country.
• It is impossible, however, to accommodate all the cultural and
national differences in any single marketing strategy.
• Everything from dietary customs, appropriate body language, religion,
gender, accepted means of showing respect and expected levels of
formality in different settings have to be taken into consideration.
Global brands and their strategies
• The advertiser has to be aware of both linguistic and cultural nuances
as literal translations may be filled with a number of disastrous
pitfalls.

• Multinational companies spent a fortune on their marketing

strategies. Advertising strategies make use of specialized translators.
Global Brands & the use of Local
Language
• A unique brand identity was developed with Close Up positioned as
the toothpaste that gives people confidence in very up close and
personal situations.
• The commercials depicted youthful adults’ idea of fresh breath, white
teeth, self-confidence as well as sex appeal.
• Close up retains its jingle and has set the advert to linguistic
adaptation in Tamil, Hindi, as well as Malayalam – English/ Hindi.
Close Up – Pass Aao na campaign
Peter England
• Peter England adverts made use of marigolds, diya and Diwali with
rich Indian connotations (indicating an auspicious beginning) as well
as a mix of English and the regional language; the same ad is dubbed
into Tamil and Malayalam.
• The actor, the theme and caption serve as connecting links between
these ads.
• Another marketing strategy is the use of mixed language in ads.
• The different language formats (local language/ slang/, English or a
mix of the two) used also determine the advertising effectiveness.
• The mixed language becomes an informal mode of communication.
Global Brands & Local Language
• The local language conveys a sense of belonging and appeals more to
the local population.
• Cadbury Perk Poppers uses a caption combining English and the
regional language: in Hindi it was – New Cadbury Perk Poppers, ab
chocolatey Perk ka maza chhote chhote size mein
References and further reading
• https://www.intechopen.com/chapters/38267
• https://www.sciencedirect.com/topics/social-sciences/international-c
ommunication

• https://oxfordre.com/internationalstudies/display/10.1093/acrefore/
9780190846626.001.0001/acrefore-9780190846626-e-63;jsessionid=
DAE7988F2345254D4A5865AEFDAC0340