03 08 communication u4b

Module

4B

The Way People Live

Culture and communication

.
The 21st century clearly reflects this interrelationship,
not only locally but globally speaking. Nowadays,
citizens have unrestricted access to cultures from all
over the world. People from one culture adopt customs
from a totally different culture. (2)
.
There seems to be no limit for intercultural influence
because of the advance in technology. People can
virtually travel across the world, learn about fashion
trends and listen to the latest hit that sounds on the
other side of the globe. (3)
.
It is true that globalisation has caused serious problems
in relation to local policies and has also affected local
practices. For this reason, it is necessary to raise local
awareness while improving multicultural literacy. And
this requires finding ways in which global developments
can coexist with local customs.
Undoubtedly, communication will be the instrument
used to achieve this goal. And while communication will
bring people together, it will inevitably change —as any
other aspect of culture.

Activities
1Read the text and complete it with the missing sentences.
Underline key words in the text that helped you find the connection.
a These may be celebrations, food, clothes and particular words among others.
b Mass media, especially the Internet, have certainly blurred the boundary
between societies.
c And, at the same time, culture also has significant influence on communication.
English Toolkit 1 - Communication

Photocopiable © Ediciones Santillana S.A. / Richmond 2011

Culture refers to a set of beliefs, customs, traditions
and ways of life of a particular society. Its members
develop a particular culture, which they also modify
and transmit to others. Closely related to this
concept is communication, since it serves as the
means by which culture is shared. (1)


Module

4B
2What aspects of your culture have become known worldwide
due to globalisation? What aspects from other cultures are
now present in yours?

3Think of an aspect of your culture that you consider needs to be

4Work in groups. Design a poster about intercultural influence to

exhibit at school. Include words that your culture has adopted
from others. To what field do they belong? Food, science
and technology, literature, sports, music? You can also make
reference to the language and country the words come from.

English Toolkit 1 - Communication

Photocopiable © Ediciones Santillana S.A. / Richmond 2011

valued. Suggest ways of promoting this aspect. What means of
communication will you use? TV, newspaper, radio, the Internet?
Why do you think this aspect is important? What information about
the aspect will you give the population so as to raise awareness?