International communication consists of exchange of ideas and information dissemination across national frontiers. Media products are targeted at receivers in different economic, social and political environment in other nations different from that of the message sender. Often times, the message is packaged for a global audience but it could be specifically targeted at people in specific countries, depending on the approach adopted. Approach here refers to perspectives of international communication. Every student of international communication needs to understand the dynamics of this specialized communication discipline.
International communication can be studied from three perspectives. They are the diplomatic, journalistic, and propagandistic perspectives, according to Kuliahonlinekomunikasi.
Let’s take a quick look at these perspectives.
1. Diplomatic Perspective:
This is commonly done in interpersonal or small group (small group) scenarios, through diplomatic channels. It consists of direct communication between senior state officials to cooperate or resolve conflicts, maintain bilateral or multilateral relations, strengthen the bargaining position, or improve reputation. This form of international communication is expressed through press conferences, political meetings or dinner parties.
2. Journalistic Perspective:
This is expressed through reports in the mass media, especially international media with large audience base across the world. Information flow in this perspective is dominated by developed countries who have the technology to penetrate nations in every corner of the earth with what they say is news. Journalists facilitate international communication through reports in the media. This journalistic perspective is often used for propaganda purposes with the aim of changing the policies and interests of a country or weaken the position of state opponent. You also find powerful media such as CNN and BBC World Service focusing attention on issues that project policies of their home countries. For instance, CNN spends so much time on issues concerning Donald Trump and foreign policy of the US to the extent that some people in other nations know more about Donald Trump and America’s foreign policy than their own President and country’s foreign policy.
3. Propaganda perspective:
This is primarily done through the mass media; it is aimed at instilling the idea and foreign policies of a particular country into the minds of the people of other countries. It is expressed through accelerated information dissemination so as to strongly influence thoughts, feelings, and actions; it is often aimed at acquisition or expansion of support, sharpening or alteration of attitude and outlook towards an idea, event or foreign policy of a nation. Propaganda is the most powerful Instrument used by nations to bring about international public understanding of their foreign policy. For instance, CNN and some other Western media have been projecting US and Western nation’s policies against Russia. You find CNN emphasizing Russia’s alleged interference in US elections and using it to create a negative perception of Russia and President Vladimir Putin among the international community.
Anyone studying international communication can look at it from these three perspectives.