Discuss about the Mass Communication for Globalisation and Communication.
Globalisation can be defined as a process by which business organisations initiates and conducts their business operations on a global scale. It can be referred to as the process of interaction and integration carried out by business firms to exert an international influence. Communication skills are highly significant for business organisations to achieve growth and success in a global environment (Baldwin et al., 2013). In this context, the present essay aims to demonstrate the importance of communication skills for business organisations operating in global context.
Globalisation and Communication
Organisations around the world need to expand their businesses on an international level in order to stay competitive for ensuring their sustainability and growth. Organisational communication plays a key role in the success of businesses in a global context. Businesses carrying out their operational activities in a global environment often face the issues regarding cross-cultural interactions. This has caused organisations to adopt and implement cross-cultural communication skills for gaining success globally (Moseley, 2009). In this context, organisational communication can be referred as developing an effective pattern of interpersonal communication between individuals in an organisation. Cross-cultural communication skills in an organisation refer to gaining an appropriate understanding of different types of business cultures, beliefs and interaction strategies. The presence of cross-cultural communication skills is highly significant in workplace culture of organisations operating in a global environment. Cross-cultural communication emphasizes on developing an understanding of the impact of individual differences on interacting with people belonging to diverse cultural backgrounds (Guang and Trotter, 2012).
The need for cultural awareness is pertinent for organisations for developing required skills and competencies in the employees to facilitate cross-cultural communication. Cultural differences impact the communication pattern by influencing vocabulary, colloquial expressions and voice tone between individuals. For example, American and Japanese business people can interact with each other effectively through gaining proper understanding of the varying culture of two countries. As such, different business cultures have varying sets of communication rules that need to be identified by an organisation in advance before operating globally (Guang and Trotter, 2012). The business organisations need to develop a workplace culture by establishing groups and teams having required competencies and skills of interacting with people across different boundaries appropriately. This can be achieved through implementation and adoption of communication skills development programs by organisations to provide linguistic training to the employees in accordance with the languages and cultures of different countries. The training program of an organisation should also provide a proper knowledge regarding the conflict styles, eye contact, posture, physical expressions that are followed in different business cultures. The training programs will enable geographically dispersed team of an organisation to effectively share information across its various business units effectively. The geographically dispersed team would be able to carry out face-to-face meetings with its foreign suppliers, customers and team members through development of required cross-cultural communication skills (Moseley, 2009).
The globalisation has also caused the need of virtual communication in workplace dynamics of an organisation. Virtual communication refers to interaction between people across different cultures through the use of online platform. Face-to-face communication has increasingly become difficult for businesses operating in a global environment. This has caused the need of introducing online technologies for sharing information across different business boundaries. Business operating globally often develops virtual teams that rarely meet personally but interact with each other through the use of online technologies such as email, video conferencing, telephonic communication and many others (Ebrahim et al., 2009). Virtual communication has proved very beneficial for global organisations to overcome the geographical boundaries and facilitates instant communication across the globe. Modern business organisations need to have proper awareness regarding the various virtual online tools that can be utilised for sharing information in a global environment. They should possess in-depth understanding of the benefits and limitations of different online communication platform to utilise each one of them effectively to achieve maximum effect. Virtual communication is gaining dominance over the traditional method of communication by transferring information easily across the borders and enabling organisations to chive a competitive advantage (Oertig, and Buergi, 2006).
Mass communication is essential for business operating globally to exchange information across large group of people. Mass communication is referred as delivering and transferring information to large group of people through use of advertising challenges such as press, radio, television, online platforms and launching business campaigns. Mass communications enables organisations to reach to large number of group of people as possible. The use of online technologies can prove to be largely beneficial for organisations to reach target audiences quickly and easily. The use of social networking sites such as Facebook and Twitter is facilitating organisations to promote their products and services to global customers within a short span of time (Chen, 2012). However, in this context is important for organisations to design effectively the communication message so that it conveys specific information that provides adequate knowledge to the target audiences about organisational objectives. The message delivered to the target audiences should not be complex and rather simple to be easily understood by specific group of people. The advertising platform used for mass communication should also incorporate channels for interacting with customers to understand their needs and requirements. This is highly important for organisations operating globally to achieve customer satisfaction by developing their products and services in accordance with customer demands (Kheeshaeh, 2010).
The presence of effective leadership styles is also essential for organisations to develop effective communication styles for exchanging information globally. For example, conducting virtual meetings requires providing proper motivation and knowledge to the employees in advance regarding their role and responsibilities. This is necessary so that organisational employees in virtual settings can effectively share their input without any ambiguousness. The business leaders hold the responsibility of aligning the organisational objectives with challenges present in external global environment appropriately. The leaders must possess cultural intelligence that is having the ability to interact with people belonging to diverse cultural backgrounds (Oertig and Buergi, 2006). This can be achieved through gaining proper knowledge regarding the cultural values that drives the attitudes, behaviour and believe of an individual. The cultural intelligence of business leaders is very essential to design and implement effective training programs to enhance the cross-cultural communication skills of the employees. They should proper motivation to the employees so that they achieve cross-cultural training imparted to them successfully and develop the required skill-sets. Business leaders are directly responsible of developing a workplace culture that provides adequate support and resources to the employees for undertaking a specific change and enhance their cross-cultural communication abilities. In this context, transformative leadership theory states that a leader should enhance the participation of its sub-ordinates to identify the needed change and developing a vision to implement the change in an organisation. As such, it can be states that that skills and competencies of a leader is interconnected with the success of a business organisation operating in global context (Somech, 2009).
Thus, it can be stated from the overall discussion held in the essay that organisations worldwide seek to operate globally for expanding their business operations and maximise their profitability. There is high impact of external global business environment on driving changes in an organisation communication pattern Businesses are implementing cross-cultural training for enhancing the skills and competencies of individuals in an organisation so that they can interact with diverse people across boundaries effectively. Virtual and mass communication is also becoming increasingly important for businesses to interact with specific group of people across the globe appropriately.
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