Cross-cultural communication in the digital age

Denys Lifintsev, Wanja Wellbrock


This study explores the impact of digitalization on cross-cultural communication processes. A sample consists of 393 young adults (aged under 30 years) from seven countries (Bulgaria, Egypt, Germany, Morocco, Portugal, Romania, Ukraine) representing different regions in Europe and Africa. The results indicate that new generations (Millennials and Generation “Z”) are highly interested in crosscultural communication; they believe that digitalization significantly simplifies cross-cultural communication processes including facilitating language barriers problems. The discussion of the findings includes the analyses of opportunities provided by new technologies in the era of digital globalization.


cross-cultural communication; digitalization; digital skills; culture

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