This major textbook for a growing area of study provides the reader with the framework necessary for understanding the implications of communication in the global media marketplace. Using practical examples, Newsom offers students and media professionals an indispensable guide to mastering the art of international and intercultural communication. Key features include: Addresses an important subject that few other books do: how to communicate in the global media marketplace at both the interpersonal and public level Explores mass modes of communication including advertising, public relations, the Internet, news, and magazines Rich with real life examples, chosen to appeal to students Draws on the author's experiences teaching media and public relations across Asia, Africa, and Europe Examines the factors that are influencing cross-cultural communication, bringing together practical, philosophical, and theoretical approaches to various types of interaction.Bridging the Gaps in Global Communication is accompanied by an instructor's manual, available at www.blackwellpublishing.com/newsom.

Dr. Doug Newsom teaches at Texas Christian University, is a public relations practitioner and has served on the board of a publicly-held company since 1982. She is the senior co-author of Public Relations Writing: Form and Style (with the late Bob Carrell and now Jim Haynes, 2004), This Is PR (with Judy VanSlyke Turk and Dean Kruckeberg, 1999), and Media Writing (with the late James Wollert, 1988).

Preface

viii

List of Figures

x

Part I Global Sources and Systems of Communication: Concepts, Economics, and Politics

1

(44)

Organization of Information

3

(11)

Sources of Information

4

(3)

Interpersonal channels

5

(2)

Extrapersonal relationships, usually public ones

7

(1)

Systems of Communication

7

(4)

Mass communication

8

(2)

Organizational: profit and nonprofit

10

(1)

Summary

11

(3)

Concepts

14

(9)

Information for Individual Decision Making

16

(2)

Information for Communal Decision Making

18

(1)

Thinking Differently and Avoiding Assumptions

19

(2)

Summary

21

(2)

Politics

23

(9)

Government Structure

24

(2)

Institutional Freedoms

26

(1)

Individual Freedoms

27

(2)

Summary

29

(3)

Economics

32

(13)

Commercially Based Economies (Competitive)

34

(3)

Government-based Economies (Supportive)

37

(3)

Summary

40

(3)

Recap for Part I, Global Sources and Systems of Communication: Concepts, Economics, and Politics

43

(2)

Part II The Cultural Context in which Information Is Received, Interpreted, and Understood

45

(98)

Nonverbal Interaction: Action, Sound, and Silence

47

(9)

Music

48

(2)

Dress

50

(1)

Food

51

(1)

Expressions

52

(1)

Summary

53

(3)

Theories of Signs and Language

56

(14)

Signs

57

(4)

Gestures

58

(1)

Public information signs

58

(1)

Symbols

59

(1)

Logos

59

(1)

Advertising

60

(1)

Signs as Persuasive Images

61

(1)

Language

62

(5)

Semantics

63

(1)

Syntactics

64

(1)

Pragramatics

65

(2)

Summary

67

(3)

Theories of Symbolic Interaction, Structuration, and Convergence

70

(7)

Application

74

(1)

Limitation

75

(1)

Summary

75

(2)

Theories of Discourse

77

(7)

Agenda Setting on a Global Level

78

(2)

Speech-act Theory

80

(2)

Summary

82

(2)

Frames of Reference

84

(10)

Attachment of Meanings

85

(3)

Experience

88

(2)

Living in Two (or More) Cultures

90

(1)

Summary

91

(3)

Ethical Issues

94

(8)

Sensitivities

95

(3)

Interpretations

98

(2)

Summary

100

(2)

Legal Issues

102

(11)

Government

105

(5)

Religion

110

(1)

Summary

111

(2)

The Roles of Advertising and Public Relations

113

(12)

Advertising

115

(3)

Illustrations

115

(1)

Product information

116

(2)

Public Relations

118

(4)

Policies

118

(1)

Practices

119

(3)

Summary

122

(3)

Miscommunication and Consequences

125

(9)

Mass Communication/Editorial Content

126

(2)

Commercial/Promotional Content

128

(3)

Summary

131

(3)

Developing a Worldview

134

(9)

Personally

135

(1)

Professionally

136

(2)

Summary

138

(5)

References

143

(5)

Index

148

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