Sustainable Development of Cross-Cultural Communication at Tertiary Level : Challenges and Contradictions

Abstract

Cross cultural communication investigates relationship between people, belonging to different cultures. It is often determined as communication between separate individuals who identify themselves as different from the others in their culture, i.e. an interpersonal communication is being investigated. It is difficult to communicate effectively even under most convenient circumstances. People of different cultures see, value and interpret things differently, that is why their reactions are different. This article investigates students cross-cultural communication problems at Vytautas Magnus university in Lithuania; analyzes what factors enhance the demand for studying cross cultural communication and culture. The aim of article is to present challenges and contradictions which students encounter developing their cross-cultural communication skills. The results of the research which was carried out at Vytautas Magnus university are discussed and findings are presented. Cross-cultural competence is grounded in the experience and knowledge of one or more foreign languages and cultures.