Business communication as cultural text: Exchange and feedback of promotional video clips

Nurit Zaidman, Prue Holmes

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


Our research is a response to the need to improve the understanding of the complexity of global professional communication. To investigate the complex cultural interpretations that producers and audiences apply to professional texts, we developed a two-year interactive project. Business students in New Zealand and Israel produced promotional "texts" - video clips to promote a university program - which they exchanged with their counterparts overseas to receive feedback. We adapted models of home-made visual communication and advertising which used the categories of participants, settings, topics, and style, to analyze the eight clips. Emergent findings suggested two more categories - information and language - as important analytical tools. Variables of age, gender, intra- and intercultural differences, and (cultural) context also resulted in student audiences' multiple interpretations of the texts. The outcomes indicate the need to extend the culture-in-context approach for a "situation focused communication approach," where the primary focus is a group of producers and their audience as they produce and interpret a professional text. This approach also foregrounds contextual variables and a plural understanding of culture to accommodate the potential for miscommunication of business and professional texts in pluricultural contexts.

Original languageEnglish
Pages (from-to)535-549
Number of pages15
JournalInternational Journal of Intercultural Relations
Issue number6
StatePublished - 1 Nov 2009


  • Business communication
  • Global professional communication
  • Intercultural communication
  • Israel
  • New Zealand
  • Visual communication

ASJC Scopus subject areas

  • Business and International Management
  • Social Psychology
  • Sociology and Political Science


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