CROSS-CULTURAL CONTEXT OF MODERN BUSINESS COMMUNICATION

Abstract

The article examines the cross-cultural context of real business communication. The methodological basis was an interdisciplinary approach, which made it possible to apply historical, philosophical, sociological and cultural research tools.
The general scientific methods used are systemic, structural-functional and synergistic, with the help of which the peculiarities of communication in its relationship with information, intercultural communication and business communication in the historical context and in their close interaction are considered. Also, the research relies on a valuable cultural approach and cross-cultural comparison as a research method.The comparative method of cross-cultural methodology is applied in the study of cultural variability of business communication and the selection of its main factors. The purpose of this study was the analysis and systematization of the main theoretical and methodological approaches to the problem of cross-cultural
communication in the business sphere and the identification of the basic components of the cross-cultural variability of modern business communication.The specifics of intercultural communication, the peculiarities of cross-cultural communication and the phenomenon of business communication in their interrelationship are considered. It is noted that the main unifying concept is communication, as a socially determined process of transmitting and receiving information in the conditions of interpersonal and mass communication through various channels using various means of communication (verbal, non-verbal, etc.).
«Intercultural communication» refers to the exchange of information carried out by speakers of different cultures, as well as mutual understanding between them. Cross-cultural communication is a direction of intercultural communication. Crosscultural communication refers to the communication and interaction of people from different cultures. An indispensable condition for effective cross-cultural communication is the awareness of the communication participants of each other's cultural differences. The practical embodiment of cross-cultural communication is found in the business environment. Business communication is a complex and multifaceted process, which is determined by clear determinism and regulation and is aimed at solving a certain task.Cross-cultural business communication is a special social complex phenomenon that includes various forms of interaction between representatives of different cultures and nationalities. It was concluded that the key in crosscultural business communication is the issue of interaction, mutual influence, mutual penetration. The article also explores the cross-cultural context of modern business communication, defining it as an integral multi-level integrity, «immersion» in culture. Important factors of the cross-cultural context of modern business communication are singled out – values, stereotypes, language, relations between people in different cultures, emotionality, ethnocentrism, relation to time and space, perception and attitude to nature. It was concluded that taking into account these and other factors in their variability will allow to determine the most important values and priorities, as well as to overcome contradictions for effective interaction in cross-cultural business communication. The prospects for further research into the cross-cultural component of modern business communication are outlined, namely, the clarification of the mechanisms of successful interaction with the support of the coexistence of ethnic cultures while preserving their diversity and creating conditions for consensus in a multicultural business environment.