Editors’ Words

With the progress and development of artificial intelligence technology, the use of AI is becoming more and more frequent in people's lives and many fields. The application of AI in academic understanding and communication has attracted wide attention, but there are still shortcomings in the fields related to intercultural communication. This paper analyzes the role of AI in intercultural academic understanding and communication. By using ChatGPT and DeepSeek as two AI tools to translate literature in the field of intercultural communication, this paper analyzes and concludes that AI can be used more efficiently and conveniently in intercultural academic understanding and communication, reduce language barriers, and promote more intercultural academic understanding and communication. Based on the advantages and disadvantages of the two AI tools, this paper puts forward some suggestions, such as learning to use AI in advance, choosing AI tools that better meet the needs of users according to the characteristics of different AI, and insisting on self-thinking.

The purpose of this paper is to identify the communicative tools used in the postcolonial world for intercultural communication and to outline the potential for their practical implementation. The objectives of the present investigation are as follows: firstly, to highlight the tools used in international communication within business discourse; secondly, to identify the ways in which these tools can be tailored for postcolonial communication practices; thirdly, to provide positive and negative examples of their use and to offer recommendations for their better implementation; and fourthly, to establish how business communication practices, such as branding and advertising, can benefit the revival of the national idea and cultural heritage while unifying the nation ideologically. The object of the study is intercultural communication in the postcolonial space, and the subject is the peculiarities of communication tools. The novelty of the research lies in the fact that, despite the existence of many works dedicated to various aspects of intercultural communication, there are no works that establish and classify the exact tools that can be used to promote the national identity of the former colonies in the intercultural business communication. The aforementioned tools encompass branding, marketing, PR and publicity. Furthermore, the article undertakes an examination of the manner in which these instruments can be employed not solely within the context of business communicative discourse but also as a means of constructing and reinforcing a national concept and cultural unity. The methodology of the research relied on the following methods: firstly, the method of continuous sampling, which was employed to select language communicative contexts for analysis; secondly, the method of semantic and pragmatic analysis, which was used to identify the meaning of language units used in intercultural communication and their impact on the recipient; and thirdly, the method of interpretative analysis of text from the advertising discourse, which was used to find the hidden meanings and implications in marketing messages. The study established that branding, when employed as a tool in the context of intercultural postcolonial communication, can be either regressive or progressive. While the former seeks to disguise the colonial influence on business, the progressive branding strategy seeks to promote national and cultural identity by using nationally themed brand names, deleting colonial semantics in naming, and emphasising uniqueness and identity through the use of cultural symbols and motifs. Postcolonial advertising should be tailored to each target market and can be used not only for business purposes but also to promote a national idea. The public relations and publicity tools encompass the endorsement of products by figures from the local culture, as well as the utilisation of an accurate decolonised language of reference. This underscores the equality and autonomy of the formerly colonised culture. The findings can be employed by business practices engaged in intercultural communication in postcolonial contexts, as well as by theorists who study the manner in which decolonised societies live and develop.

The paper gives a didactic insight into the concept of “intercultural academic communication” /IAC/ analyzing its types, forms, structure and bilingual input for the purposes of improving Russian advanced students’ communication skills as intercultural speakers and writers in English-speaking academic settings. On the basis of the 2015-2017 cross-cultural analysis of Russian Master’s Degree - PhD Students’ experiences of intercultural communication it provides a didactically-oriented and competency-based classification of communicative barriers to effective cross-cultural academic communication, describing such of them as linguistic, pragmatic, sociocultural, cognitive and visual communication barriers. The paper argues that the theoretical framework for designing tasks aiming at improving PhD students’ bilingual pluricultural competence to use English as a lingua franca in intercultural academic settings is to be based on L. Vygotsky’s cultural historical theory, A.N Leontiev’s activity theory, A.A. Leontiev’s psychological theory of communication, S. Hall’s theory of cultural factors and contexts and culturally-oriented FLT approaches to developing students’ bilingual academic competences on a multidisciplinary basis. The paper concludes with some recommendations on creating a hierarchical set of multidisciplinary problem-solving tasks and activities specifically designed to help PhD students meet new 21st century challenges of intercultural communication - co-operation, avoiding culture-bound academic pitfalls in today’s extremely complicated world. Among these tasks are those that involve PhD students’ into: a) observing and generalizing the similarities and differences of communicative and/or cognitive academic schemata in Russian and in English; b) classifying communicative barriers between intercultural speakers or writers (incl. English native - non-native speakers); c) interpreting the appropriacy of academic products in a FL from a global intercultural perspective; d) making suggestions for necessary pluricultural academic self-education in order to be able to foresee and/or identify communication barriers and find effective communicative tools to bridge intercultural academic gaps; e) doing thought-provoking case-studies in IAC; f) transforming interculturally inappropriate academic products in a FL into appropriate ones; g) group role-playing of IAC schema modes involving different academic roles that are typical of English-speaking international science co-operation settings; h) doing “Study - Innovate” projects.

Business communication currently occurs in almost all areas of society. The ability to communicate with a business partner, understanding the psychology of a communicant, especially in intercultural communication, distinguishing between their worldview and ethnic norms are the major factors in business negotiations. The research work is devoted to the study of culture-specific keywords related to Kazakh business discourse in intercultural communication. The hypothesis of the research is that every culture can be explained and described with certain words called as keywords. Cultural keywords can help to study, learn, and discuss cultures of different nations all over the world. They can be referred to as a tool for intercultural communication. The authors use semantic analysis as a methodology to study the keywords and identify them in a text or culture. Findings of the research can be useful for intercultural and cross-cultural studies as well as other interdisciplinary cultural and linguistic research. Keywords: cultural keyword, intercultural communication, Kazakh business discourse, semantic analysis, culture-specific, business communication.

Since business is a collaborative activity, intercultural communication has developed into being an essential part in the business world.Understanding how to communicate effectively with people from other cultures has become a priority for many organizations as individuals from different cultural backgrounds do not only have different languages, but also different rules and strategies of interacting. As a consequence, problems of intercultural misunderstanding often arise in multinational organizations because of the difficulty of finding appropriate ways to communicate intentions, expectations, attitudes, feelings, and beliefs. The paper gives an overview of the interdisciplinary field of intercultural business communication by focusing on some key cultural dimensions identified by Geert Hofstede, such as power distance, uncertainty avoidance, individualism and collectivism, masculinity and femininity, as well as the concept of low- and high-context cultures developed by Edward T. Hall.

Abstract. This study aims to examine the use of linguistic pragmatics in the group discussions on tax strategy and Corporate Social Responsibility (CSR) projects among management students. Employing a qualitative research design with a case study approach, data were collected through participant observation, audio-video recordings of group discussions, semi-structured interviews, and document analysis. The data were analyzed using Speech Act Theory (Austin and Searle) and Grice’s theory of implicature to interpret implied meanings and communicative strategies within group interactions. Findings reveal that students employ various speech acts, including directives, assertives, expressives, and commissives, which function not only to convey information but also to establish social roles and influence group dynamics. The use of implicature and presupposition facilitates implicit communication, expediting the discussion process and maintaining group harmony. Mitigation and persuasion strategies proved effective in building consensus and managing conflicts. Social position differences within groups influenced pragmatic language use patterns, where dominant members tended to use more direct language, while others preferred subtler and implicit expressions. This study underscores the significance of pragmatic competence as a pivotal communication skill in both academic and professional contexts. It is recommended that educational institutions integrate pragmatic communication training into curricula to enhance students’ effective communication skillsKeyword: linguistic pragmatics, speech acts, implicature, tax strategy, Corporate Social Responsibility, academic communication

It is always a big challenge for all types of companies anywhere in the world to survive in the globalised and accelerated world. Their primary objective is to stay competitive, keep or even enlarge their market share while keeping their costs at a minimum level. These corporations often cross borders and operate on a multinational level. In order to do that successfully they need flexible workforce: people who have a high level of intercultural competencies and can help their corporations to achieve their aim of profit maximising. It is widely accepted that culture and languages are among the most significant impacts on intercultural communication. In this paper first I am going to interpret intercultural communication and the role of culture and then look at different intercultural skills and the role of languages in intercultural communication. Some areas that might cause problems in intercultural business communication will also be described.

The article looks at how vocabulary activities in English can contribute to developing communication skills that enable graduate and postgraduate students and young scholars to tackle various academic and professional communicative tasks. The article is aimed at finding the connection between major components of academic discourse, ways of their verbalizing and improvement of academic communication in English. Methodology and methods of the study. The study focused on a wide range of vocabulary activities offered by the textbooks that are specifically tailored to teach English for academic purposes. The author took into account the complex nature of academic discourse that is allegedly comprised of scientific, professional and pedagogical discourses. The analysis of the material relied on descriptive method, content analysis and contextual analysis. The results of the study include identification of the names of participants, situations and genres, inherent in the discourses of academic interaction, and ways of explication of the values and objectives of academic discourse. Vocabulary activities associated with these discourse elements enhance learning norms and convention of academic communication and developing communicative competence. In conclusion, the author highlights that vocabulary activities connected with explication of the discourses within academic discourse are interrelated and help to achieve common goals.

The purpose of this article is to identify the factors leading to intercultural conflicts and failures as well as reveal their nature and develop a strategy to reduce misunderstandings in academic environments. The research took place in an internationally-oriented university in Russia. The authors analysed several cultural types, associated with different ethnic (ethnic groups – groups that belong to a particular race, nation and that have their customs and traditions) groups, as they related to academic communication, A survey of Chinese and Arab (Syrian and Egyptian) students was conducted as to their views on a variety of cultural dimensions. It was found that Chinese and Arab students were both influenced in their academic behaviour by their cultural backgrounds. The results of this analysis can be used for training teachers who work with multi-ethnic groups. This can help to avoid misunderstandings and contribute to the maintenance of a positive micro-climate in the classroom and successful acquisition of learning materials by the students.

The chapter considers methodological approaches to the development of business communication skills of students of a non-linguistic university in a foreign language based on educational speech situations that allow reconstructing the conditions of business intercultural communication that are significant for educational purposes. In the context of interactive, situational and communicative approach, some stages and features of the development of intercultural business communication are specified. The advantage of a communicative task from a methodological point of view as a stimulus for speech activity and a means of managing the student's speech behavior in a specific situation of intercultural business communication are noted. A business game is characterized as the most effective stage of teaching a foreign language in the field of intercultural business communication; recommendations are given for the use of business games in the educational process of a non-linguistic university. The conceptual foundations of gaming technologies are described and the methodology of their use within the framework of interactive and communicative approaches is substantiated.

In today’s business environment, digital transformation is significantly reshaping the way organizations communicate, both internally among teams and externally with partners, clients, and the global market. The rapid advancement of new technologies, including artificial intelligence (AI), automated communication platforms, social media, and data analytics tools, enables faster and more efficient business communication but also introduces new challenges. One of the key trends in digital business communication is the shift from traditional forms of information exchange toward collaborative, interactive, and personalized models. Companies are increasingly utilizing digital ecosystems such as Slack, Microsoft Teams, and other integrated platforms that facilitate remote teamwork. Simultaneously, the use of artificial intelligence in communication—through chatbots, generative AI assistants, and automated data analyses—is enhancing customer experience and enabling data-driven decision-making. However, while digitalization improves business processes, it also presents challenges in intercultural communication. In a globalized business world, working with teams and clients from diverse cultural backgrounds requires an understanding of specific communication norms, styles, and expectations. Digital channels often diminish non-verbal cues and contextual elements that are crucial in intercultural interaction, potentially leading to misunderstandings, reduced team efficiency, and difficulties in negotiation. A particular challenge lies in balancing formal and informal communication in digital spaces, as different cultures have varying preferences regarding hierarchy, tone, and forms of address in business communication. For instance, while Anglo-Saxon business cultures often emphasize directness and efficiency, Asian cultures may favor more indirect and contextually rich ways of expression. The aim of this paper is to provide insights into current trends in digital business communication, analyze key challenges in intercultural interaction, and propose strategies for enhancing communication in a dynamic business environment. Through an analysis of contemporary technologies, practical examples, and concrete tools, the paper offers guidelines for optimizing business communication in the digital age, with special emphasis on developing intercultural competencies as a key success factor in global business.

In South Africa we have lived in a society where separation of communities and racial groups has been the norm. Since 1994 the separation is being bridged as more individuals encounter people with different attitudes, value systems and cultural behavioural patterns in social and business environments. This leads to new avenues of understanding, but also to a wider scope for misunderstanding and unintentional miscommunication, especially in the business context. The way in which people communicate in a business setting, varies from culture to culture. Such variation occurs in all stages of development and at all levels of culture, whether from one corporate culture to another, or from one region, state or country to another. Although most rules of business communication apply to the domestic business environment, intercultural business communication requires knowledge and skills that differ from those within a specific culture. It is impossible to know all the variations in business communication in a multicultural business society like South Africa, but businesspeople can and should prepare themselves for those experiences they are most likely to face in employee and customer relations when conducting business in more than one culture. This article probes the possibility of diminishing business miscommunication in South Africa, by focussing on awareness of barriers to multicultural marketing and management communication. Business communication is defined as consisting of management as well as marketing communication. A pilot survey on existing business communication strategies in a large South African province is discussed. This has pointed towards a more comprehensive research project, with the aim of providing a three-tier model for effective multicultural marketing communication strategies in a post-Mandela South Africa.

This study is part of a larger project that examines a school-wide peer support scheme conducted in a higher education institution in the UK. Through providing peer mentoring from PhD students to postgraduate taught (PGT) students, this project addressed the need to enhance international student experience. This study focused on PhD students’ perspectives, and data were collected from three sources: PhD participants’ (n = 7) reflective journals, mid-way focus group discussion, and related documents. Thematic analysis was adopted to analyse the data. Key findings of the study include the community-building scheme yielded reciprocal benefits for the two sides of communication: both PGT and PhD students gained benefits in terms of academic, psychological, and intercultural communication and experience. Findings were detailed in topics that international students were commonly confronted with. In addition, the benefits and challenges that PhD students reported were scrutinised in order to provide suggestions for further peer support initiatives.

The role of emotions in intercultural business communication: Language standardization in the context of international knowledge transfer

The article is devoted to cross-cultural issues of virtual business communication. The urgency of this research is in finding out the causes of failures in virtual business communication between Russian and Vietnamese business partners. In the aspect of intercultural communication, national stereotypes of communicative behavior (hereinafter NSCB) that impede the effective business communication of Russian and Vietnamese speakers have been identified. In the aspect of virtual communication, based on linguistic and cultural analysis, the specifics of electronic business letters in Russian, English and Vietnamese is revealed. The results of the study indicated the following reasons of failures in virtual intercultural business communication: lack of direct interactions between business partners – speakers of different languages; representation of communicative intentions in written form; peculiarities in NSCBs, reflected in the national language; cultural differences in NSCBs of business partners; each language has its own means of verbalizing the communicative intentions associated with the NSCBs of the native speaker of that language. The study resulted in distinguishing the types of speech and etiquette violation in virtual business communication between Russian and Vietnamese partners, which might help in lessening communicative misunderstanding and achieving extra-linguistic goals of communication.