العوامل الثقافية المؤثرة على القائم بالاتصال في الشركات متعددة الجنسيات: "مؤسسة الإمارات للاتصالات" نموذجاً

Khalid Ibrahim Abdelaziz  Ishag

doi:10.35516/hum.v51i3.768

Authors

Khalid Ibrahim Abdelaziz Ishag Public Relations Department, College of Communication, University of Sharjah, Sharjah, UAE https://orcid.org/0000-0002-3850-7910

DOI:

https://doi.org/10.35516/hum.v51i3.768

Keywords:

Cultural factors, communicators, multinational companies, cultural relativism

Abstract

Objectives: The study aimed to identify the nature of cultural differences between societies and how communicators in multinational companies can understand and communicate peacefully with others' cultures.

Methods: The survey-descriptive method was used, utilizing a questionnaire consisting of two sections: demographic characteristics and cultural factors influencing communicators in multinational companies, comprising 17 questions. The questionnaire was distributed, after being validated, to a purposive sample of 100 individuals working in public relations and customer service at the Emirates Telecommunications Corporation.

Results: The study found that communicators in multinational companies are influenced by religious beliefs in their workplace and the communities where their companies operate. They are culturally aligned with their colleagues and the society they work in. They adhere to dress codes and cultural norms as cultural phenomena for different peoples. Furthermore, they are influenced by language diversity as a symbol of social and cultural identity within the organization and the community. On the other hand, the study revealed that multinational companies practice gender equality in terms of salary, promotion, and job type.

Conclusion: The study recommended the importance of respecting the organizational and societal culture for communicators in multinational companies to avoid any cultural conflicts. It also emphasized the need to understand the cultural factors that help multinational companies avoid misunderstandings with their audience.

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