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 1 Read 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 - 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 2 What aspects of your culture have become known worldwide due to globalisation? What aspects from other cultures are now present in yours? 3 Think of an aspect of your culture that you consider needs to be 4 Work in groups Design a poster about intercultural influence to exhibit at school Include words that your culture has adopted from others To what field 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 - 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 you think this aspect is important? What information about the aspect will you give the population so as to raise awareness?