Downscaling Culture
Revisiting Intercultural Communication| By: | Dorottya Cserző, Argyro Kantara, Jaspal Naveel Singh |
| Publisher: | Cambridge Scholars Publishing |
| Print ISBN: | 9781443890564 |
| eText ISBN: | 9781443898133 |
| Edition: | 1 |
| Copyright: | 2016 |
| Format: | Page Fidelity |
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As globalisation makes fixed ideas of culture obsolete, this volume updates intercultural communication theory and practice. It utilises a theory of scales to ‘downscale culture’, showing how it might—or might not—be relevant in any given interaction.