“Us and Them”: Studies of the Hierarchy of Opposites of the Global Business Communication Settings and Cultures and Binary Structures in Intercultural Communication Theories

Abstract

Binarity as an underlying concept of world order is very common in many cultures. In this article we will look at the impact of binary concepts in business communication. We will show that binary structures in business communication are an auxiliary tool for the analysis of business communication. Binary structures are not an element of business communication per se. In research binary structures are subject of critical commentaries and deconstruction from a postmodern perspective. From a postmodern perspective the binary structures are criticized as structural approach. Binary structures present a reference framework of the cognitive and methodological approach of the researcher. They also are selective and must not be representative. The criticism regarding binary structures is that they anticipate the framework of the research and its topic. We will discuss the state of research and the conceptualization of communication in international business cultures.

Cuvinte-cheie: binaritate, concept, cultură, comunicarea de afaceri, structură

REZUMAT

Binaritatea ca concept de bază al ordinii sociale se întâlneşte în mai toate culturile. În articolul dat, se abordează impactul conceptelor binare în limbajul de afaceri. Autoarea demonstrează că structurile binare în comunicarea de afaceri au un rol auxiliar. În lucrare, structurile cu pricina sunt subiectul unor comentarii critice şi al unei analize din perspectiva principiilor postmoderne. Autoarea mai supuse analizei şi conceptualizarea comunicării în cultura de afaceri. 

LANGUAGE OF PUBLICATION

English

UDC: 811.111'276.6

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Received: January 25, 2016 | Reviewed: February 18, 2016 | Accepted for publication: March 10, 2016

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