APPROACHES TO INTERCULTURAL COMMUNICATION

Studying intercultural communication is essential to develop skills and knowledge about

cultural awareness as well as cultural sensitivity to avoid offending people from different
cultures. It can also avoid misinterpretation and miscommunication.
Moreover, through intercultural communication, it is easier to understand that all cultures
are equal and that no culture is superior or inferior to another. With this perspective in mind,
people can easily compare their culture to another and appreciate the cultural diversities and live
with it too.
To further understand the concept of intercultural communication, Martin and Nakayama
(2010) explained the three different ways in order to study intercultural communication:

THREE APPROACHES TO INTERCULTURAL COMMUNICATION

 Social Science or Functionalist- popular in the1980s, is based on research in psychology
and sociology. This approach assumes a describable external reality. It also assumes that
human behavior is predictable and that the researcher’s goal is to describe and predict
behavior. Researchers who take this approach often use quantitative methods, gathering
data by administering questionnaires or observing subjects firsthand. Culture is assumed
to be a variable that can be measured, and the research goal is to predict specifically how
culture influences communication.
 Interpretative- This approach focuses on understanding the lived experiences of
members of various cultures and groups. The discipline origin of this approach are
anthropology and sociolinguistics. The research goal is to describe behavior of various
cutures. The assumption of reality is subjective while the assumption of human behavior
are creative and voluntary. The method of study are participant observation and field
study which falls under qualitative method. Culture is created and maintained through
communication. The contribution of this approach emphasizes that communication and
culture and cultural differences should be studied in context.
 Critical- This approach focuses on the changes in behavior with a goal to raise awareness
and promote social change. The assumption of reality is subjective and material while
the assumption of human behavior is changeable. The method of study is textual analysis
of media which could be qualitative or rhetorical. Culture is created through
communication to exert power and control. This approach recognizes the economic and
political forces in culture and communication which asserts that all intercultural
interactions are characterized by power.