Communication, social networks and challenges of the interculturality in the contemporary society: IAC and Adidas cases
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2014.139254Keywords:
, Communication. Organizational communication. Intercultural. Social networks.Abstract
The article discusses the intercultural communication challenges for contemporary organizations in a largely globalized society, that confuse information and communication on digital platforms and manifest the cultural differences. Two cases was analyzed with exploratory and descriptive focus to illustrate this concepts. The worker of the IAC organization that issued racist comments on a social network and the Adidas who had to withdraw products, after prosecution of sex appeal made by Brazilian consumers.
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