Cross-Cultural Exchange

Huntington introduced a very controversial and debatable theory of clash of civilizations seems to prove itself correct, with the Western Christianity on one hand and the Orthodox Christianity and Islam on the other. He states that clash of civilization is unavoidable and is predicted in the near future. Today, we can already see those tensions and conflicts between civilizations, due to differences in cultures and traditions. While West is becoming more modern, the Islamic world is going back to its roots. Traditions, language and religion separate two civilizations causing conflicts that lead to violence (Huntigton, 25). This clash was mostly highlighted in 9/11 terroristic attack, which separated the West from the East.

In this paper I am going to concentrate on comparing and contrasting how America and France’s economic and political policies choices combined with their cultural and historic backgrounds helped their current place on the word stage. It is undoubted that the United States and France are two of the strongest and most competitive countries in the world. Although they have almost the same economic system and same concept, they still have very different current situations which are closely bound up with their historic backgrounds and political choices. Through this paper I am going to discuss this topic through several sections.

     In business, successful communication is the key to success, and being able to relate to a customer is the best form of communication. This is why cross-cultural communication is so important as the business world continues to globalize itself. Unfortunately, “A lack of awareness about the culturally prescribed rules and norms of communication behaviors can cause public relations projects to fail, or worse, backfire.” (Zaharna, 2001, p.135).

Samuel Huntington’s controversial article “The Clash of Civilizations?” was first published in Foreign Affairs in 1993 and was subsequently turned into a book in 1996 titled The Clash of Civilizations and the Remaking of World Order. As this paper will show Huntington’s work can be seen as a product of the post-Cold War context it was written in. Huntington’s article takes a new perspective on the new world order and outlines a different way a thinking about how future world conflicts will unfold. Since the initial journal article was published in 1993 there has been a great deal of response from academics and also from Huntington himself. A majority of the responses come in the form of critiques, with the authors offering their own insight into how the post-Cold War World will operate. Although the validity of Huntington’s arguments have been questioned, it did create a great deal of controversy in the academic world. As Huntington explained in the preface of his 1996 book, the original article published in Foreign Affairs created more discussion in three years than any other article published in the journal since the 1940s.

In museums today various pieces are displayed in such a way as to show people that these pieces are what they are and to explain their original uses etc. In Paris for example, a new museum was built in 2006 called Quai Branly and it displayed a collection of Benin pieces including

In fact, while the distinctive ideologies and religious groups still exist, the clear boundaries of different civilizations characterized by Huntington have blurred. When this dichotomy to recognize the world as direct confrontations between ideology and culture groups becomes no longer valid, the theory of the inevitability of the clash of civilization, thus, are now flawed, because it is realistically unreasonable, ethically wrong, conceptually biased and historically inaccurate. These problems regarding the clash of civilizations embody a misleading western supremacy shown in Bush’s speech as well as the war on terror on a larger

The civilizations, as identified by Huntington are Sinic [Chinese or Confusious], Japanese, Hindu, Islamic, Orthodox [Russian], Western [Europe, North American, Australia, New Zealand], Latin American and possibly African. And it is among these groups that share a “common interest and common values” and have a “common culture or civilization” that will lead to more interdependence on members of the same civilization and less dependent on the West. Huntington’s theory is that the West has had [at one time or another] a negative impact on every other civilization, and this has led to a decline of power and influence around the world, especially the Islam civilization. Therefore he predicts, “the fault lines between civilizations will be the battle lines of the future.”

Each one of the claims will go onto support the overall issue that culture will cause the clash of civilizations. A great support Huntington uses is that no matter what we think of cultures each one is different in many ways. If its religion, language, or different historical backgrounds these will cause conflict to arise. With each civilization being different it can be hard to get along with other people because of how different their views might be. Another issue that arises is that not all, but many civilizations are influenced by the west. This is where the idea of westernization comes into play. Each community is trying to improve and be bigger and better themselves, they are trying to be better than their neighbors. If one civilization improves the surrounding groups will want to be the same. This means they will compete to be the same or even better than the civilization that already made it. This can lead to conflict and death between civilizations. Another reason is that when conflicts arise between civilizations it is a lot harder to resolve than a political or economical one. Like stated before it is very difficult to change someone’s beliefs, that means there is very little wiggle room for negotiation. The final example that Huntington writes about is that the economic regionalism is increasing. This means that more cultures and civilization are trading between themselves, but

Huntington that hypothesised a new post-Cold War world order. Prior to the end of the Cold War, societies were divided by ideological differences such as the struggle between democracy and communism. Huntington’s primary thesis argues, “The most important distinctions among peoples are [no longer] ideological, political or economic. They are cultural.” Huntington makes a very persuasive argument as to how new patterns of conflict will occur along the boundaries of different cultures and patterns of cohesion will be found within the cultural boundaries. The book goes into extensive detail of how world systems between civilizations, which he divides by culture into 7 main global civilizations, are impacted on an international relations scale by this changing nature of conflict. He focuses a great deal on the West’s ability to maintain military superiority through the nonproliferation of emerging powers. In particular relation to 9/11 he focuses on the emerging influence of Islamic culture (which he classifies as it’s own civilization) being quintessential in the emerging new global conflict arisen out of hundreds of years of conflict, military and cultural, between Western civilization and Islamic civilization. The clear limitation of this work is that it is based on his own perception of history and is purely a hypothesis, however it clearly has a great degree of validity to it as we have already seen through the last decade in the rise of terrorism as the new global conflict. This book will assist my essay writing particularly in analysing how 9/11 marked the beginning of a new era of global conflict between powers larger than nation states alone, and thus how this has created increasingly complex paradigms of unprecedented effects on international

The last aspect to point out in more recent times compared to the crusades and colonialism is the cold war, and how that has and will continue to impact the opposing views of western and Islamic societies. According to Samuel Huntington, the cold war the world was separated into the First, Second and Third Worlds, and he sees divisions are no longer relevant and it being “…far more meaningful now to group countries not in terms of their political or economic systems or in terms of their level of economic development but rather in terms of their culture and civilization.” Distinguishing people in the correct way can help further people understanding of the cultural and educate people enough to not fall into such prejudices and stereotypes. Huntington believed that there will be more conflict between the two societies in time to come. One way he expresses this is by the post-cold war conflict in the Persian Gulf, and Caucasus and Bosnia, now although these were not full-scale war between the civilizations, it still involved many “…elements of civilizational rallying, which seemed to become more important as the conflict continued and which may provide a foretaste of the future.” With that, it is notable to see all the differences that has risen recently between China and the United States in such areas

Huntington’s essay on the Clash of Civilizations is persuasive in historical anecdotes and real world current events. Most of Huntington’s essay need not say anything more then what is already repeated on major media outlets around the world. The essay states what has long been opposed by the far left; namely, that people choose to interact, trade and form alliances with “like peoples”. It then, shouldn’t come as a surprise that the author needs to say little in order to sway an audience to his hypothesis by simply relating real world events such as rising nationalism in Russia2, Greece3 and France. One only has to look at the Anglo sphere of alliances in areas of conflict in the Middle East to find that Huntington’s persuasive argument is a narrative of real world events4. Non-Western nations that hope to transition into modern nations form alliances with Western nations but such alliances only serve to further destroy the credibility of the elites within those non-western countries. The elites are viewed simply as “puppets” of foreign interest. The rise of extremist organizations such as Hezbollah5 that have successfully achieved legitimacy through the democratic process of their respective nation states further proves that the will of the people in non-western

For the course of International Management the following assignment has been giving with the objective to select a topic in the field of International Management. The topic for this paper is Cross-cultural Communication in Marketing/advertising.

Samuel Huntington sees an emerging world organized on the basis of "civilizations". Societies that share cultural affinities cooperate with each other and the efforts to force a society into another civilization will fail; countries gather around the leading States of their civilization. This description of the process of new structures of international relations that Huntington sees developing, leads him to consider that the greatest risks of violence and confrontation lie in the Westerns’ claims to universality, which are leading them to increasingly get into conflict with other civilizations, particularly Islam and China; local conflicts, especially between Muslims and non-Muslims, generate new alliances and lead to an escalation of violence, which will usually lead the dominant states to make an attempt to stop them.

Samuel Huntington, the author of the clash of the civilisations believes that the World will eventually divide in accordance with cultural lines, and not political lines. According to Huntington, “the thriving East Asian and Muslim societies will soon challenge Western dominance, and the United States being the World leader will need to reevaluate its policies on foreign invention and domestic immigration to remain a major player.” During the Cold War, the world was divided into the First, Second and Third Worlds. Huntington views these ties as insignificant now and states that the remaking of the World order will be based upon cultural similarity. The different thriving civilisations according to him today are the Western civilisation comprising of North America and Western Europe, the Muslim civilisation, the Orthodox Civilisation led by Russia, the Chinese civilisation, the Hindu civilisation, the Japanese civilisation, the Latin American civilisation and the African civilisation. Huntington’s proposition of the division of the World according to cultural lines has been backed by the use of various examples by him; examples of events that have taken place in the past.

In The Clash of civilizations Huntington argued that the future conflict would be different in the Post-Cold war era. In which different ideologies would not be the main reason for world problem but instead it would be because of the differences between cultures. The division of power would be placed in the civilizations that have the similar cultural norms. Huntington states that the “most dangerous enmities occur across fault lines between major civilizations” (20). This argued that foreign affairs cannot be peaceful or accommodating rather that these affairs go onto the basis of the influence of power based on different civilizations societal norms. The major societies that Huntington included were the western, Sinic, Islamic and Orthodox civilizations. The “ fault lines” between these societies