THE INFLUENCE OF INFORMATION TECHNOLOGY ON THE PROCESS OF INTERCULTURAL COMMUNICATION IN THE ASPECTS OF THE DEVELOPMENT OF INTERNATIONAL MARKETING AND GLOBALIZATION PROCESSES

Abstract

Mass media globalization as part of the global informatization process encourage separate research endeavors, further explanation and analysis for a number of reasons, in particular, due to its scale, consequences and perspectives of the complex and dominant economic impact on all aspects of the economy as well as on humanitarian domain of social life. In modern realia, a generally accepted understanding of information technology has emerged, i. e. being a set of methods and software tools that are integrated into a technological chain to ensure the information accumulation, processing, storage, distribution and display. Apparently, global cultural affinity is gained through mass media to a much greater extent than by technological aspects of globalization – it is simply wider than the scope of such technology components as networks, mobile communications, television, etc. however, despite the above mentioned, the mass media development pace as a global tool is significantly more slowly than particular technological solutions and instruments of globalization. When considering globalization through the prism of mass media as a driver of international marketing development, it becomes clear that it is a powerful but yet, most frequently, a destructive instrument that has the capacity and the ability to bypass various formal barriers, such as sovereignty, independence, national specifics, etc. Moreover, we should not ignore the possibility of avoiding an “information war” phenomenon, either. The paper provides insights into the role of information technologies in establishing a dialogue and consent in modern society, it also seeks to evaluate their manifestation and effects on the process of cross-cultural communication in the context of international marketing development and globalization.