The West and East follow different kinds of cultures which are very different from each other. It is through the media that each part of the world gets to know about the other. If the example of the terrorist attacks of 9/11 is concerned, it is seen that the media played an important role in letting the rest of the world know what is happening the United States which made the whole world together as a world of humanity blurring all the differences and culture and emphasizing on the fact that humanity is the best medium of communication and the different cultures cannot bar the interaction between different communities and culture especially during such times.
Cross cultural communication requires the acceptance of knowledge which is perfectly done by media. One needs an intermediary to make the communication easier between two cultures which understand different languages. Media acts as the intermediary. There are English channels in Chinese countries and the three are Chinese channels in Western countries. It instigates people in learning about the culture and language which is very different from their own. Also it is seen that the expansion of media’s role in every sphere of life is a direct result of globalization and is effectively helping in cross cultural communication.
Professor of University of Maryland was quoted saying “It is time to recognize that the true tutors of our children are no longer the school teachers and university professors, but the filmmakers, advertising executives and pop culture purveyors. Disney does more than Duke, Spielberg outweighs Stanford, MTV trumps MIT” (Hansen and Cox, n.d.). This directly gives a clear take on the role which is being played by the media on the lives of the people and children across the world which again is a clear implication on the intermixing of the cultures and how people across the world are gladly accepting it and are viewing it to be one of the important aspects of life.
Like it has been mentioned above, technology and globalization has made media one of the most powerful tools in today’s world. Media is responsible for influencing the decisions of groups and countries across the world, because it understands current states of the industrialized world; and also its impact on developing countries has become significant.
Since media has the powerful capacity to increase global awareness and spread the inter-border and inter-cultural knowledge, it directly and very significantly promotes cross-cultural communication and knowledge. Furthermore, media also encourages and promotes cross-cultural communication in a positive manner, tolerance of it, acceptance of different kinds of ethical rules which are followed by different cultures around the world, and acceptances of all kinds of cultural differences and gender differences. However, it needs to be understood that every role comes with a positive and negative impact and it so happens that many a times the role of media backfires and produces unnecessary and unwanted results.
There are times when negative and typical stereotypes are created by media itself because of dissemination of the messages and influence of powerful organizations over media. Instead of promoting the unification concept, it lands up perpetuating misconceptions and deepening of the differences, and that is when it is seen that the media literally frustrates the dialogue which worked against the unification and the communication between the different cultures.