The new cultural order given by means of communication in the global world.

Communication is the the process of transferring information from a sender to a receiver

with the use of a medium in which the communicated information is understood by both sender
and receiver. It is a process that allows organisms to exchange information by several methods.
In its simplest form communication is the use of words to describe and convey a message
or give information to another person. We communicate using language as a code to share
information, ideas and feelings.
Today's companies are doing business more and more in a global context. The people that
count in any business from the suppliers to clients to employees are increasingly based in remote
locations in foreign countries. The need for effective and clear intercultural communication is
becoming vital in securing success in today's global workplace.
Intercultural communication looks at how people communicate (verbally and non-
verbally), manage, work together, approach deadlines, negotiate, meet, greet, build relationships
and much more. Companies and individuals looking to do business within the global workplace
often fail to address such areas before doing business abroad.
This can and does lead to poor performance and lost deals. Greater understanding of
intercultural differences, etiquette, protocol and communication as well as more informed
planning will certainly lead to a much higher probability of achieving business goals.
Working in the global workplace, although a necessity, is proving to have a positive
effect on individuals and companies. As people are forced to think outside the box they develop
greater interpersonal skills and learn news ways of doing things. In conclusion, the need for
intercultural communication skill is obvious - we are all working in an interconnected global
economy and it is important to build good relationships with people from other cultures. This
leads to better business.
The Internet, Global System of Mobile Telecommunication (GSM), and Satellite
Communication (cableTV networks) are perhaps the most influential of all Information and
Communication Technologies (ICTs) in modern digital society.
Information and Communication Technologies are human inventions that speak of mans
giftedness and ability to advance or better his world. ICTs have put our world finally in our own
hands. These technologies are the major propellants of the developing global culture. They offer
us a great opportunity to make our national appearance in the world scheme of things and have
the potentials to repaint our image that was previously carved, drawn and painted badly by some
biased sculptors/artists.
Yet, instead of embracing these technologies in this light, we now see them as capable of
orchestrating the extinction of our cultural values. Rather than underlining how these
technologies can maximize our aspirations to be positively part of the world we live in, we are
tempted to see them as channels propelling the loss of our cultural values.
It is assumed that ICTs provide a podium or platform for even the most insignificant
group to be heard globally. For example, nearly everybody who so wishes can hoist a website
and communicate to people around the globe.
Cable TV networks allow any social group to make a portrait of their society, and the
message/image can be relayed to others at the far end of the international family. Besides
demonstrating that ICTs have empowered even developing societies to interact with the entire
world, the study is equally concerned with proving with human evidence and experience that the
favourable or constructive side of globalization perhaps supersedes the undesirable dimension
such as dominance of American and some other western cultures.
Technological Determinism
Technological Determinism Theory is Marshall McLuhans creation. McLuhan believes
that technological inventions always cause cultural change. Although he was not the first to note
that communication innovation played pivotal role, yet he was remarkable in advocating that
channels of communication are the principal initiator of cultural change.
Communication technologies leave no aspect of the human life unaffected; from family
life, the workplace, schools, healthcare, friendship,religious worship, recreation, and politics. Put
in McLuhans words: we shape our tools and they in turn shape us. Thus ICTs somehow mould
our cultural values.
From the phonetic age, through the print, down to the electronic and now to the digital
age,technological inventions, or scientific discoveries in the information and communication
field come onstage one after another with the speed of thunder. The latest of these innovations
are satellites, the G.S.M, digital computers and the Internet. These media of communication all
enhance the process of information/communication production, collation, storage, distribution,
reception and utilization.
These have drastically transformed the way we receive and disseminate information. We
communicate more efficiently both as individuals and groups. According to Hollins as cited by
Agba (2001, p.29) the cable system is the vanguard of technological revolutions, the nervous
system of an information-centred society.
At the other extreme, the Internet is the latest technological explosion and the most
technologically advanced medium of communication, a multimedia information superhighway
(Agba 2001, p.5). Similarly, Dominick (2007, p. 399) underlines that: The Internet has come the
closest to fulfilling McLuhans global village concept. The World Wide Web provides access to
worldwide media on a scale never before possible. Radio stations in other countries, for example,
are available on the Net.
Irrespective of whatever position of time and relevance they occupy, it is undisputable
that the Internet and cable communication since their inventions maintain prominent stands in
the information and communication revolution. Nkwocha (2004, p.50) agrees no less:
Information technology revolution came as a result of the discovery and invention of the
computer and the development of the satellite technology.
The use of computer and satellite systems has brought about what is now known as
globalization. The world has therefore been reduced to a small village where everyone knows
whatevery other person is doing.
However, these media of communication have potentials for both constructive and
destructive effects.
Although, the Internet and cable television may exert greater influence, many other media
of communication have nonetheless, contributed to the infotech revolution. Globalization was
made possible through digital computer system, multi-media system, digitaltelephones, fax,
photocopying machines, e-mail, Internet, Intranet, extranet, satellite television, CDs,GSM and
laptop computers.
Influence of ICT on Cultures
Many nations consistently express concern that their cultural heritage will be replaced by
one global culture dominated by U.S. values. The argument is that American music, books, TV
shows and films are more popular around the world than any other nations. Many are fearful that
their nationals will eventually become persuaded to adopt the values portrayed in this content:
capitalism, materialism,consumption and so forth.
Even Canada, Americas closest neighbour, had to legislate against excessive importation
of American media products and programmes. Interestingly while other countries express such
fears, America on its part is somewhat confused of what exactly American values are.
The United States is currently experiencing a wave of multi-culturalism, and the
heritages of many ethnic and racial groups have influenced the cultural tastes and values of the
entire world
Yet, selective perception studies have shown that different people process and react to
media messagesdifferently because each receiver enters into a media experience bringing in
many variables: personal and societal experiences, educational and family backgrounds, beliefs
whether religious or superstitious,interests, values, goals, aspirations etc.
So, by engineering globalization, Information and Communication Technologies are
bringing about the birth of a global culture with multi-cultural strands; or a one-world
community manifesting cultural pluralism. Accordingly, the challenge for each cultural group is
to weave in its on strand and ensure it is strongly represented in the new world culture. Issues of
cultural preservation,development or reinforcement should bother us more than cultural
extinction, disintegration or replacement.
As a matter of fact, as far as the information technologies have come to stay, the
globalization drive is totally beyond any individual or nations control .If regulation of satellite
and Internet communications is not feasible and globalization is unavoidable, than we must to
get prepared and ready to accept the challenges of contemporary world by capitalizing on
opportunities provided by globalization alongside minimizing the attendant risks.
Nevertheless, its irreversibility or inevitability may not be the only justification for
developing countries to accept globalization, as though it were an evil to be tolerated.
Admittedly, the emerging global system has a few unwholesome dimensions, nevertheless, it has
many positive facets. The new media technologies in the words enable us tune into a globally
derived cocktail or mix of places, events, personalities and locations. The advanced media,
which are becoming widely available in the form of telecommunications, computers, internet and
satellite technology, provide for greater interaction between sender and receiver than has ever
before been possible.
Beyond virtual interaction with people across the globe (mode of communicating), ICTs
have enhanced most societies mode of living, working, studying and even resting. The Internet
brings together satellite and telephone communication with multimedia-sound, text and video. It
has revolutionalized the way we shop, and the nature of our leisure time. The potential social
and cultural implications of the digital age are considerable. First the notion of community may
have to be rethought. In the past people developd friendships based on geography.
This digital world of the Internet makes possible virtual communities based on shared
needs and interests rather than locale. African Americans, for example, can make friends, discuss
relevant issues, and connect to African American culture and life styles.
Although media technologies have the potential of impacting negatively on indigenous
cultural development, they could also help to enrich and develop local cultural values and
contents, also the media industries provide information and entertainment. But media can also
affect political, social and cultural institutions.
In addition, although, the media can actively influence society, they also mirror it, and
scholars constantly strive to delineate the differences. If the media reflect the societal values,
then the influence of media content (ICT) on the society would be that of cultural reinforcement
rather than cultural definition.
Communication bring people together and improve level of interaction between different
cultures or exposure toother cultures. For some people, they have become their primary sources
of knowledge or informationon other cultures. They have the potentials to popularize social
values.It is equally inevitable for people to interact without an exchange or transfer of values,
ideas,viewpoints, and beliefs. Therefore, tolerance of cultural pluralism which is a feature of the
global systemis tendered here as the way forward.
Cultural development, reinforcement and preservation thus become a healthier and more
acceptable fall out of ICTs engineered globalization rather than the over emphasized cultural
domination and imperialism.