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What is cultural communication?

These days, cultures cross and mix. This has increased the usefulness of cultural communication tenfold. But many people still don’t know exactly what it is or what it involves. This text explores all aspects of this complex concept.

Summary:

  • Cultural communication helps to promote institutions and ensure the success of cultural projects.

  • Its tools include language, the arts and the media.

  • Successful examples include the Festival International de la Francophonie and the Erasmus+ program.

  • Sup de Pub offers training in marketing and communication for the cultural and creative industries.

What is cultural communication?



In the cultural context, communication helps to broaden the target audience. Its main objective is to promote a cultural institution, association or organisation. It publicises its various activities in order to convey a positive image to its target audience. The aim is to communicate about its world and its specific objectives.

Cultural communication also helps to ensure the success of cultural projects such as festivals, exhibitions and other events. It is an effective way of maximising their visibility.

The different types of cultural communication

Intercultural communication

Intercultural communication refers to a situation of interaction between two individuals from different cultures. Its challenges involve creating a common frame of reference and understanding cultural differences. This helps to resolve many misunderstandings. In an organisation, this may involve adapting the working language, for example.

Intra-cultural communication

Intra-cultural communication involves exchanges within the same cultural group. This same community shares similar norms, values and social codes. Its aim is to strengthen social ties and cultural identity. It helps to promote the culture concerned in order to ensure its continuity. It also helps to manage internal conflicts.

Transcultural communication

Transcultural communication involves several different cultures or civilisations. It encourages dialogue by transcending cultural boundaries. It is much in demand in the diaspora and in international media studies.

The challenges of cultural communication

Promoting mutual understanding

The first challenge of cultural communication is to promote mutual understanding. This means accepting possible cultural differences and overcoming linguistic or social barriers. This helps to cultivate an environment conducive to acceptance, respect and peaceful coexistence.

Combating prejudice and discrimination

Combating prejudice and discrimination is also one of the major challenges of cultural communication. It highlights the richness of each culture and promotes respect for diversity. This helps to break down stereotypes and promote social inclusion.

Enhancing our knowledge and experience

Another challenge is to expand our knowledge and experience. Cultural communication exposes us to a diversity of perspectives and traditions. By encouraging intercultural exchanges, it allows us to explore new horizons. It enriches our intellectual and emotional baggage.

Cultural communication tools

The language

Language is a fundamental tool for cultural communication. It enables exchanges and the transmission of traditions, ideas and values. However, linguistic diversity is a real challenge. It requires learning efforts.

The arts

The arts are unique ways of expressing the values and experiences of a society. They transcend linguistic boundaries and evoke universal emotions. This includes painting, dance, music and theatre.

The media

The media are crucial to cultural communication. They disseminate information, ideas and cultural representations to a wide audience. They influence cultural perceptions, shape opinions and foster intercultural exchanges.

How can you improve your cultural communication?



Being open to others

It’s all about avoiding prejudices beforehand. An open mind helps to bridge differences. Listen actively and ask respectful questions to better understand other cultures. Your interest can break down barriers.

Respecting differences

It is vital to recognise and value disparities. We live in a diverse and interconnected world. By showing respect, it is possible to create an authentic and enriching dialogue. It also enhances mutual understanding.

Familiarising yourself with other cultures

This can involve reading books or travelling. You can also take part in cultural events. This will increase your ability to interact respectfully with members of other cultures.

Examples of successful cultural communication

The International Francophonie Festival

It brings together French-speaking countriesto celebrate the French language. Participants celebrate their diversity through music, dance, literature and film.

The European Year of Cultural Heritage

It celebrates the richness and diversity of Europe’s cultural heritage. Through events, projects and initiatives, it strengthens the sense of belonging.

The Erasmus+ program

Erasmus is also a remarkable example. It promotes student exchanges and cooperation projects. This initiative strengthens the links between universities and organisations.

What cultural communication courses does Sup de Pub offer?

Sup de Pub offers an MSc in marketing & communication for the cultural and creative industries. This work-study program trains students to develop policies and manage the production of cultural content. To enrol, you need a validated 3rd year undergraduate degree.