Intentional Global Education

Abstract

Due to the increase in globalization, graduate intercultural communication studies have become an important topic of scholarly pursuit. Although academics study intercultural communications both in Western and Non-Western cultures, most studies reflect a Western Eurocentric perspective, even in Non-Western cultures. As such, questions arise: (1) What is Non-Western communication? (2) How does it differ from Western communication, i.e., collectivistic or individualistic, universal, etc.? In an effort to address these questions, this chapter: (1) discusses the definition of Eurocentrism and its effect on international communication studies in Non-Western cultures; (2) explores Asiacentricity and Chinese communication in Non-Western communication; (3) examines the differences between the West's individualistic culture and Asia's collectivistic culture; and (4) provides an example of collectivism through an example of 'guanxi' in the Chinese culture.