Transnational communication as deliberation, ritual, and strategy | Culture and communication in digital worlds

Author(s): Michael Brüggemann, Hartmut Wessler

Year of publication: 2014

Keywords: Transnational communication, Public sphere, Deliberation,
Strategic communication, Media events

Methodology/Sample: _/_

Reference: Brüggemann, M., & Wessler, H. (2014). Transnational communication as deliberation, ritual, and strategy. Communication Theory, 24(4), 394-414. https://doi.org/10.1111/comt.12046

Abstract

Globalized communication flows transcend and transform national borders. Transnational media outlets targeting audiences around the globe, issues of global concern are subjected to border-crossing public debates, media events receive transnational attention, and public diplomacy efforts succeed—and fail—in characteristic patterns around the world. In response to these phenomena the article shows how the study of transnational communication can benefit from combining 3 theoretical perspectives that are rarely studied together: communication as deliberation, as ritual, and as strategy. Particularly in explaining the failures of transnational communication, explanatory potential often seems to lie just outside the limited vision of each of the 3 perspectives—and outside the scope of empirical analyses that are limited to Western contexts.

> Summary

The paper explores transnational communication through three perspectives: deliberative, ritual, and strategic communication.
It emphasizes the importance of non-Western contexts in enriching these theoretical perspectives.
The study highlights the failures of transnational communication and the need for empirical research beyond Western contexts.
It suggests that combining these perspectives can lead to deeper insights and understanding of transnational media events.
The paper argues for the significance of audience engagement in transnational public spheres.

> Problem statement

The paper discusses the failure of transnational communication due to differing cultural contexts and perspectives, particularly between Western and non-Western societies.
It highlights the need for a deeper understanding of communicative failures in transnational media events.
The research emphasizes the importance of combining deliberative, ritual, and strategic perspectives to address these failures.
It critiques the tendency of national media to reinforce myths of self-sufficiency, hindering effective transnational dialogue.
The paper aims to explore how globalization transforms communication beyond national borders, affecting public debates and diplomacy.

> Methods used

The paper discusses combining three theoretical perspectives: deliberation, ritual, and strategy in transnational communication studies.
It emphasizes the importance of analyzing non-Western communication contexts to enrich theoretical frameworks.
Quantitative content analysis is mentioned as a method to assess transnational media coverage.
The paper conceptualizes transnationalization as a multidimensional process, focusing on communication infrastructures.
It advocates for a de-Westernized analysis of media forms across different global settings.

> Practical implications

The paper suggests combining deliberative, ritual, and strategic perspectives for deeper insights into transnational communication practices.
It highlights the need for adapting communication strategies to local contexts to avoid misunderstandings and boomerang effects.
The findings indicate that public diplomacy efforts must balance domestic and foreign audience needs for effective communication.
Understanding the differences in media perceptions can enhance the effectiveness of transnational media events.
The research emphasizes the importance of sincere justifications in achieving lasting public diplomacy success.
Overall, the study advocates for empirical investigations into the synergies between different communication perspectives.