Third culture building: an approach to intercultural communication in a South African airline

Abstract

SUMMARY This article argues that ‘third culture building theory’ provides a holistic framework for the consolidation of existing intercultural communication theory. The discussion is based on the research problem that intercultural communication in South African organisations is impeded by cultural and racial prejudices from the apartheid era. The cabin crew of a South African airline are used as the study group. Assumptions about intercultural aspects in the channels of communication to which they are accustomed in the execution of their duties are projected. The theoretical groundwork is laid by discussing the concept of culture, organisations as cultures, and ‘third culture building’ as the holistic ideal in the increasingly diverse workplace. An intercultural communication survey of the study group in which the assumptions are tested is described. Conclusions are drawn and a brief plan of action for the instituition of a ‘third culture’ is recommended.