ABSTRACT
In analysing cross-cultural competence we have already analysed the language connection, traced the global links and the organizational consequences, but have said nothing yet about the multimedia connection. It is usually assumed in theories of communication that we can take the ‘carriers’ and ‘media’, ‘languages’ and ‘codes’ of communication for granted. After all, do they not come with organizations, technologies, societies, and times? Are they not simply neutral ‘instruments’ for expressing ‘core values’ and ‘beliefs’, for ‘sending’ and ‘conveying’ messages?
