Hans J. Ladegaard
Although there is no exact definition of globalization, and relatively little empirical evidence on how it affects people’s lives, most scholars argue that it reflects an increasingly mobile and interconnected world. People travel for pleasure or work, or they migrate to other parts of the world. They also communicate with linguistic and cultural others, either face-to-face or via modern communication technologies, which requires them to use a global lingua franca (English). This leads to greater interdependence and a sense of sharedness, but also to more intergroup conflicts. Thus, the world has become more interconnected, but also more fragmented, and social and economic inequality both within and across nation-states has become more visible.
The importance of culture as an analytical concept in (intercultural) communication research is another pertinent topic in the literature. Some scholars have argued that culture has lost its potency as a meaningful analytical concept and therefore should no longer take center stage in communication research. Others claim that culture will always be salient and influence behavior. How and to what extent globalization changes culture has also been discussed extensively in recent years. Some scholars argue that globalization leads to sameness and uniformity, and ultimately to the end of the nation-state. Others disagree and posit that globalization leads to a strengthening of the nation-state and of the cultural values we associate with it.
A meaningful way to test theoretical assumptions about globalization and culture is to analyze communication and work practices in global organizations. Research from these contexts suggests that globalization has not led to cultural assimilation and uniformity. Employees in the global workplace and student sojourners use national stereotypes as a frame of reference when they communicate with cultural others, and they demonstrate high awareness of cultural differences and how they impact their communication, study, and work practices.
Recent research on cultural change and globalization has included a critical dimension that questions a world order where the increase in power and cultural and economic wealth in developed countries happens at the expense of poor people with no voice and little visibility living in developing countries. Critical (intercultural) communication research considers these imbalances and also provides a critique of Anglocentric research paradigms, which do not include the cultural and linguistic experiences of non-Western cultural others.
Conversation analytic research on “preference organization” investigates recorded episodes of naturally occurring social interaction to elucidate how people systematically design their actions to either promote or undermine social solidarity. This line of work examines public forms of conduct that are highly generalized and institutionalized, not the private desires or preferences of individuals.
For each action a person does in interaction—be it sequence-initiating or sequence-responding—there are alternative ways of doing it. These alternatives are not, however, symmetrical or equally valued. Rather, each alternative has different implications for “face,” “affiliation,” and the relationship of the participants involved.
As an example of a sequence-initiating action, in accomplishing the transfer of something of value (e.g., a loan of money, a ride, information about fellow participants) from one person to another, a participant may do the action of offering, or requesting, that valued item. But the interactants do not treat these offering or requesting alternatives as equivalent. Several studies demonstrate that the social action of offering is “preferred” over the action of requesting. Participants display their orientation to actions as “preferred” by producing them straightforwardly—without delay, qualification, or account. Correlatively, participants treat actions as “dispreferred” by withholding, delaying, qualifying, and/or accounting for them. More specifically, when opening face-to-face encounters, participants treat offers of information as valued and thus “preferred” over requests for that information, because such offers engender solidarity by enabling people to feel included (rather than excluded): Offers of information identifying unfamiliar persons are preferred during introduction sequences; and when a newcomer arrives to an already-in-progress interaction, an already-present speaker’s offer of information about the previous activity/topic of that interaction is preferred.
As an example of a sequence-responding action, after a participant issues a request, the addressed-recipient can grant, or refuse, that request. Again, participants do not treat these alternative response types as equally valued. Whereas participants recurrently do the action of granting in the preferred format—as this response is usually affiliative and supportive of social solidarity, they tend to do the action of refusing in the dispreferred format, as this response is most often disaffiliative and destructive of social solidarity.
Preference organization research illuminates how interaction works in both casual and institutional settings. For an example of the latter, during parent-teacher conferences, there is a marked contrast between how parents and teachers do the actions of praising and criticizing students: Whereas teachers design their student-praising utterances in the preferred format, parents treat their articulation of student praise as dispreferred. Correspondingly, whereas teachers treat their student-criticizing utterances as dispreferred, parents routinely produce their student criticisms as preferred. This regular pattern of parent-teacher interaction constitutes an endogenous method for circumventing conflict. Research on preference organization thus empirically demonstrates that human interaction is organized to promote social affiliation at the expense of conflict.