Cultural relativism and the discourse of intercultural communication: aporias of praxis in the intercultural public sphere

The premise of much intercultural communication pedagogy and research is to educate people from different cultures towards open and transformative positions of mutual understanding and respect. This discourse in the instance of its articulation realises and sustains Intercultural Communication epistemologically – as an academic field of social enquiry, and judgementally – as one which locates itself on a moral terrain. By adopting an ethical stance towards difference, the discourse of intercultural communication finds itself caught in a series of aporias, or performative contradictions, where interculturalists are projected simultaneously into positions of cultural relativism on the one hand and ideological totalism on the other. Such aporias arise because the theoretical premises upon which the discourse relies are problematic. We trace these thematics to a politics of presence operating within the discourse of intercultural communication and links this to questions of judgement and truth in the intercultural public sphere. We propose that the politics of presence be set aside in favour of an intercultural praxis which is oriented to responsibility rather than to truth

The semiology of changing brand image

This article considers the attempted change to the image of an established brand by studying the semiotics within the brand’s historical advertising campaigns. The use of semiotics to study the interpretation of messages is discussed, and the link between interpretation of messages and advertising effectiveness in changing brand image is explored. The authors deconstruct advertisements of a brand to provide a model containing opposing dialectics that may aid managers by highlighting alternative symbolic messages contained in advertisements. Oncwe identified, these alternative symbolic messages may be used to help change brand image and influence advertising effectiveness. Although the study focuses upon a major brand of beer, this is an industry in which there are numerous small firms, and many of those have constrained marketing budgets, and thus need to make sure that their advertising is effective. Equally, entrepreneurial marketing is not to found only in the small firm, and the case study discusses a radical and imaginative brand repositioning of a well established product

Alienation as a critical concept

This paper discusses Marx's concept of alienated (or estranged) labour, focusing mainly on his account in the Economic and Philosophical Manuscripts of 1844. This concept is frequently taken to be a moral notion based on a concept of universal human nature. This view is criticized and it is argued that the concept of alienation should rather be interpreted in the light of Hegelian historical ideas. In Hegel, alienation is not a purely negative phenomenon; it is a necessary stage of human development. Marx's account of alienated labour should be understood in similar terms. It is not a merely subjective discontent with work; it is an objective and historically specific condition, a stage in the process of historical development. Marx usually regards it as specific to capitalism. The criticism of capitalism implied in the concept of alienation, it is argued, does not appeal to universal moral standards; it is historical and relative. Overcoming alienation must also be understood in historical terms, not as the realization of a universal ideal, but as the dialectical supersession of capitalist conditions of labour. Marx's account of communism as the overcoming of alienation is explained in these terms