ABSTRACT
J. O. Yum optimistically maintained that as more and more non-Western scholars and researchers undertake studies and research in intercultural communication, they would likely become increasingly dissatisfied with the dominant model in intercultural communication based on Eurocentric research philosophies and traditions. Globalization processes, including social media and digital communication, have introduced new possibilities to include individuals and communities in intercultural as well as international communication. Teaching and research in intercultural communication has been dominated by Western models of value orientations that focus on conceptual dichotomies and the model by G. Hofstede that includes individualism versus collectivism, high versus low power distance, high versus low uncertainty avoidance, and masculinity versus femininity. Intercultural communication training should raise awareness about the bases of cultural formation and their relationship with the construction of different cultural norms, break down cultural barriers, and increase self-awareness and communication skills when engaging with individuals from other cultures.
