Bridging the Gaps in Global Communication

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: 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 .

Preface.

List of Figures.

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

1. Organization of Information .

1.1. Sources of Information.

1.1.1. Interpersonal channels.

1.1.2. Extrapersonal relationships, usually public ones.

1.2. Systems of Communication.

1.2.1. Mass communication.

1.2.2. Organizational: profit and nonprofit.

1.3. Summary.

2. Concepts.

2.1. Information for Individual Decision Making.

2.2. Information for Communal Decision Making.

2.3. Thinking Differently and Avoiding Assumptions.

2.4. Summary.

3. Politics.

3.1. Government Structure.

3.2. Institutional Freedoms.

3.3. Individual Freedoms.

3.4. Summary.

4. Economics .

4.1. Commercially Based Economies (Competitive).

4.2. Government–based Economies (Supportive).

4.3. Summary.

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

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

5. Nonverbal Interaction: Action, Sound, and Silence.

5.1. Music.

5.2. Dress.

5.3. Food.

5.4. Expressions.

5.5. Summary.

6. Theories of Signs and Language.

6.1. Signs.

6.1.1. Gestures.

6.1.2. Public information signs.

6.1.3. Symbols.

6.1.4. Logos.

6.1.5. Advertising.

6.2. Signs as Persuasive Images.

6.3. Language.

6.3.1. Semantics.

6.3.2. Syntactics.

6.3.3. Pragramatics.

6.4. Summary.

7. Theories of Symbolic Interaction, Structuration, and Convergence.

7.1. Application.

7.2. Limitation.

7.3. Summary.

8. Theories of Discourse.

8.1. Agenda Setting on a Global Level.

8.2. Speech–act Theory.

8.3. Summary.

9. Frames of Reference.

9.1. Attachment of Meanings.

9.2. Experiences.

9.3. Living in Two (or More) Cultures.

9.4. Summary.

10. Ethical Issues.

10.1. Sensitivities.

10.2. Interpretations.

10.3. Summary.

11. Legal Issues.

11.1. Government.

11.2. Religion.

11.3. Summary.

12. The Roles of Advertising and Public Relations .

12.1. Advertising.

12.1.1. Illustrations.

12.1.2. Product information.

12.2. Public Relations.

12.2.1. Policies.

12.2.2. Practices.

12.3. Summary.

13. Miscommunication and Consequences.

13.1. Mass Communication/Editorial Content.

13.2. Commercial/Promotional Content.

13.3. Summary.

14. Developing a Worldview.

14.1. Personally.

14.2. Professionally.

14.3. Summary

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).


"Once again Doug Newsom has done the communication discipline a favor with an outstanding analysis of global communication, its problems and its promises. This is a book worth reading." – Don W. Stacks, University of Miami

"A thought–provoking volume that addresses many issues for those who are working or planning to work abroad. The exercises are useful for the classroom as well as the training room." Gloria Walker, ABC, FRSA, Consultant, Southall, England

"Doug Newsom is pre–eminently qualified to help the reader understand and empathize with those of other cultures and global regions while continuing to respect one s own beliefs and values. Take this book with you on your next international trip!" – Dean Kruckeberg, University of Northern Iowa