Research on Cultural Communication Models and Strategies in the Context of Integrated Media

Purpose: This research investigates the interplay between cultural dimensions, interpersonal communication styles, cultural sensitivity, adaptation, and media usage patterns within integrated media environments. The purpose is to unravel the nuanced dynamics shaping individuals' experiences in the digital landscape. By exploring the reciprocal relationships among these factors, the study aims to contribute a comprehensive understanding of how individuals actively navigate and are shaped by their cultural backgrounds in integrated media. Method: Conducted as a qualitative study, the research involved 12 semi-structured interviews, strategically ceasing interviews upon reaching saturation. Employing thematic analysis in three stages, the study explored participants' narratives to uncover patterns and relationships among cultural dimensions, communication styles, cultural sensitivity, adaptation, and media engagement. Findings: The findings showcase the dynamic interdependencies among cultural dimensions, communication styles, and media choices. Participants actively mediated their digital interactions, shaping their media preferences through cultural lenses. The study emphasizes the reciprocal nature of these influences and reveals the importance of communication styles as active mediators in the relationship between cultural dimensions and media usage patterns. Originality/Significance: This research contributes to the existing literature by bridging conceptual gaps and providing a holistic exploration of the interconnected relationships within integrated media. The study's originality lies in its emphasis on the mediating role of communication styles, offering nuanced insights into the fluid nature of individuals' experiences. The findings hold practical significance for content creators, communication professionals, and media platforms, guiding the development of more inclusive and culturally resonant digital strategies.