You are here

Intercultural Communication & Ideology

Intercultural Communication & Ideology

December 2010 | 240 pages | SAGE Publications Ltd

This book critically examines the main features of intercultural communication. It addresses how ideology permeates intercultural processes and develops an alternative 'grammar' of culture. It explores intercultural communication within the context of global politics, seeks to address the specific problems that derive from Western ideology, and sets out an agenda for research. 

'Taking on issues normally left in the margins, Adrian Holliday has revised the way we think of intercultural communication by insisting that we consider its ideological component. In this brilliant and engaging book about culture and the interstices that comprise the grounds for our interactions, he shows us the necessity for a cosmopolitan process that expands the basis of our intercultural work. This is a compelling book that should be read by scholars and the general public alike. It is accessible, factual, and clear.' - Molefi Kete Asante, Temple University

Preface and methodology
Chapter 1: Key Discussions



Imagined Certainty versus Acknowledged Complexity

Chapter 2: Critical Cultural Awareness
Models of Awareness

A Reconstructed Narrative

Critical Interpretivism

A Decentred Reading

Opening up Cultural Possibilities

Chapter 3: Cultural Complexity

An Emergent Methodology

Statements of Cultural Identity

Competing Social Theories

Complexity and Politics

Thinking about China

Chapter 4: The Indelible Politics of Self and Other

The Morality of 'Helping'

Struggling with Identity Recognition

Understanding the Discourse Politics of Othering

Chapter 5: Un-Noticed Periphery Identities
Claiming the World

'Westernization' and Modernity

Chapter 6: A Grammar of Culture
Negotiating Culture

Particular Content and Universal Process

Particular Social and Political Structures

Particular Cultural Products

Underlying Universal Cultural Processes

Chapter 7: Discourses of Cultural Disbelief
Penetrating Professional Discourses

Sustained Disbelief

The Intercultural Line and the Third Space

Chapter 8: Creative Cultural Engagement
Qing and the Seminar

Learning from the Margins

Chapter 9: Culture, Real or Imagined?
The Centrality of Ideology

The Fact of Ideology

Cultural Realism



It's a valuable guide for graduate students.

Dr Sermin Tag Kalafatoglu
Department of Cinema and Television, Ordu University
October 5, 2015

It engages with theoretical issues not central to the course. It will however be recommended for library purchase to benefit research students in the broader field.

Dr Juliet Thondhlana
School of Education, Nottingham University
March 12, 2015

This book is going to be adopted as recommended reading on a year-long course on intercultural communication where it fits in well with the other reading and aims of the module. Some of the content is relatively advanced for lower undergraduate level, but more able students could benefit greatly from some of chapters, especially the discussion of critical cultural awareness.

Dr Helen Ringrow
School of Languages and Area Studies, Portsmouth University
January 6, 2015

This text does an excellent job of covering the selected material, but unfortunately does not cover enough of the course objectives to warrant adoption as a text. An option I continue to consider is incorporation of key chapters in a bundle of readings.

Professor Melvin Hall
College Of Education, Northern Arizona University
March 2, 2014

Excellent publication for advanced students in intercultural communication and education, great source for developing critical awareness and general reflexivity on how to cope with otherness, preferably recommended to students at master level and above.

Professor Juergen Henze
Department of Education, Humboldt University of Berlin
February 27, 2014

Students use this book to explore diverse communications

Ms Sharon Yearwood
Academy, Havering College of Further and Higher Education
March 12, 2013

Engaging book with a challenging understanding of the ideological component of communication. However, it is perhaps too critical in emphasis for the course I had considered it for. As an extension reader or to help with dissertations excellent.

Mr Geoff Bath
Business School, Oxford Brookes University
February 14, 2013

This is an excellent resource for students studying intercultural communication and wanting to acquire and/or teaching intercultural competence

Professor Heinz Antor
English Literature , University of Cologne
November 30, 2011

I appreciated this text's contents and clarity in exposition, and I will be adopting it for use. On a theoretical level, I'm not completely convinced by Holliday's use of Geertz's "thick description" as a methodology: as an anthropologist, it seems to me to be a bit too formulaic, but for the rest I am very much in agreement with his epistemological stance. The book is quite thought-provoking and appears to be user-friendly. We'll see how it goes in actual use.

Professor Dorothy Zinn
Education , Free University of Bozen-Bolzano
August 24, 2011

Excellent book providing a needed emphasis and discourse about the cosmopolitan viewpoint of looking beyond the Centre picture.
The glossary will be invaluable to students while reading the book and while studying intercultural communication.
Many chapters can be used to start indepth discussions with students.

Mrs Amy Boyle
School of Computing, Engineering & IS, Northumbria University
August 11, 2011

Sample Materials & Chapters

Chapter 1: Key Discussions

Select a Purchasing Option

Rent or Buy eBook
ISBN: 9781446243190

ISBN: 9781847873866

ISBN: 9781847873873

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.