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Communication and PR from a Cross-Cultural Standpoint

Practical and Methodological Issues

Valérie Carayol and Alex Frame

How should we approach cultural diversity in the workplace? Multinational corporations, transnational project teams and glocalised production and distribution processes raise challenging issues for communication and PR professionals. The complex nature of these communication processes often shows that existing models of cross-cultural or intercultural communication are inadequate to allow researchers or professionals get to grips with the complexity of the interactions encountered.
This book aims to pinpoint and address the apparent limits of many traditional intercultural communication research methods when they are applied to real situations in today’s hybrid and cosmopolitan global organisations. Written by distinguished scholars from around the world, the chapters challenge traditional ways of thinking and established academic categorisations. The chapters are structured around three main lines of questioning: how can we approach multicultural teambuilding situations where culture is a multi-faceted and multi-level dynamic construct linked to identity and experience, rather than ‘simply’ a question of national habitus; how can we study emerging concepts, categories and practices in such situations using culturally sensitive qualitative research methods; and how can we approach the field of PR from very different cultural standpoints?

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Valérie Carayol is a professor in the Department of Communication Studies at Bordeaux University (France). She is the director of the Research group MICA (EA 4426, Médiation, Information, Communication, Arts). Dedicated to communication and art sciences, the laboratory has more than 60 academic full members, 100 doctoral students and 30 associate members. She is the editor of the academic review Communication & Organisation, and reviewer for several academic journals including the International Journal of Strategic Communication, Management Communication Quaterly, Public Relations Inquiry, Communication, Revista Internacional de Relaciones Públicas, Sciences de la société, Questions de communication, Recherches en communication. Publications include three scholarly books and several articles, book chapters, reviews, and papers. Professor Carayol has directed more than 40 master’s theses and doctoral dissertations; She has served as Director of Graduate Studies for the Department of Communication Studies (Organizational Communication curriculum and Research curriculum) for 16 years. She has also acted as a communication expert for the University of Bordeaux 3, and been a member of its Scientific Committee. Alex Frame is senior lecturer in English and Communication Science at the Languages and Communication Faculty of the University of Burgundy (Dijon, France). Born in Britain, he graduated from the University of Oxford in 1998, before settling in France and completing his PhD in Communication Science at the University of Burgundy, in 2008. He is a member of the TIL (“Texte, Image, Langage”) research group (EA 4182), where he specialises in intercultural communication. His current research interests centre on...

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