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In the Light of Neuroscience: Shifting Paradigm - From Static to Dynamic Approach
2:40 PM - 3:40 PM
Thu Oct 19, 2017
Coral Room


The field of intercultural communication has been strongly dominated by the static paradigm, which posits that (1) culture is all about differences; (2) values are stable; (3) values guide behaviors; and (4) values are binary. With insight from evolutionary biology and the newly emerged field of cultural neuroscience, an interdisciplinary approach calls these assumptions into question. Theorists and practitioners should pay more attention to the contribution the dynamic paradigm, since there appears to be substantial compatibility between this paradigm and evidence from neuroscience. The matching of the two brings into focus alternative cultural tools which not only offer insightful perspectives but also may open doors to perceive culture in a new way.           


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