The role of power in intercultural communication

The role of power in intercultural communication considers how movements of products, people and cultural forms are influenced by relationships of power. It also considers the control of media and institutions and power that affect intercultural interactions.
Power

Power refers to the ability to influence others and their behaviors and the capacity to do something in a certain way (Jackson, 2012). Power may be political, social or physical and thus comes from authority or position.

Types of power
There are many types of power. One is Coercive power. It refers to the use of threats to make others do what one wishes by making them think that will lose something if they do not comply. For instance, in an organization, a person may be threatened with firing if they do not give in to the demands of the leader. Second, is reward power which uses rewards or benefits to influence people to act in a certain way (Goldhamer & Shils, 1939). This power is not powerful since it requires the involvement of other parties like leaders in the organization.
Legitimate power is that which comes from a position in an office like in the government or organization. The power is not long term as it is only valid when the person is in the position and may not have a large scope. Fourth, expert power comes with the expertise and skills that one has. The skills must be rare and of high quality, for the person to influence people with it. This kind of power can be improved and is more credible than any other(Goldhamer & Shils, 1939).
Five is the referent power, which refers to the following that one has, owing to people identifying with the person. For instance, celebrities have this kind of power as they have a large following of people that like them. This power is used to influence people who wish to dress and live like a celebrity. Power defines culture in individuals and in organizations. For instance, a culture of power drive in an organization does not give the staff a chance to be creative, thus the organization may not grow as much (Goldhamer & Shils, 1939).

Communication
Communication refers to the transmission or exchange of information through a medium (Witte & Harden, 2011).
Intercultural communication
Intercultural communication is also known as cross-cultural communication. It refers to the discipline that studies communication across many cultures and how culture affects communication. The communication processes are explained, the challenges and possible solutions to the challenges. Thus we study what people from different cultures and backgrounds communicate (Jandt & Taberski, 1998). Intercultural communication includes the interaction of culture with the dynamic world that has the characteristics of transport and communication technologies, national boundaries and high intensity of interaction among cultures (Jandt & Taberski, 1998). Such a world is globally interdependent politically, socially, economically and environmentally and thus has magnified inequities on labor and capital flows. Intercultural communication is related to culture in that our attitudes shape the people we have friendships with and have alliances with.

Culture
Culture refers to the social behavior, customs, and ideas of a people. It can also be the manifestations of human intellectual achievement when regarded as a collective (Eliot, 2010). Thus culture is the pattern of interactions and behaviors which are learned through socialization

Interculture
Interculture refers to a common set of conventions or norms of people who are diverse in culture. Therefore anything intercultural is that which occurs between people of different cultures or national origin (Chung & Ting-Toomey, 2005).

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