Abstract
Abstract:
Intercultural communication is discussed from the perspectives of different paradigms, applied at different times, to different purposes. This discussion is framed within a Global South perspective, and how people who come under the gaze of the North West adopt, adapt and change received theories, and how they sometimes totally invert them to address ends for which they were never intended. The overview also examines why the different paradigms exist in isolation of each other and discusses where cultural studies fits into the matrix of approaches. The paper concludes with an appeal for intercultural communication to incorporate non-material aspects of ontology, the spiritual and belief to account for the rise of fundamentalism, not currently included in its conceptual frameworks...