THE ROLE OF THE MEDIA IN ACQUIRING INTERCULTURAL COMPETENCE. A BUSINESS ENGLISH TEACHING PERSPECTIVE
THE ROLE OF THE MEDIA IN ACQUIRING INTERCULTURAL COMPETENCE. A BUSINESS ENGLISH TEACHING PERSPECTIVE

Summary/Abstract: This paper starts from the assumption that nowadays, “the true tutors of our children are no longer the school teachers and university professors, but the filmmakers, advertising executives and pop culture purveyors” (Barber, 1995). Thus, we aim to explore the influential role of the media in acquiring global awareness and in promoting intercultural understanding in a business English context. In so doing, I conducted a research on a sample of 150 business English learners, students in the first and second year at the Faculty of Economics and Business Administration from the “Alexandru Ioan Cuza” University of Iasi (Romania). Therefore, after having identified the intercultural competencies that have to be developed in students within the present-day global environment, I set out to investigate the students’ level of intercultural understanding through a variety of media-based activities.

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