The Practice of Multimodal Approaches, the Challenge of Cross-Cultural Communication, and the Search for Responses

The development of multimodal approachespresents an opportunity for human beings to increasetheir competence in managing complexity, while at thesame time brings a challenge of cross-culturalcommunication. Some claim that two approaches have beenproposed for tackling this challenge: an approach offrameworks and an approach ofdiscourse. Some go further to contenddropping frameworks and taking up discourse. This paper argues that, if it istrue that there exist these two approaches, neither theframeworks nor the discourseapproach alone is sufficient. It is suggested thatresearchers and practitioners may be better equipped byparticipating in discourses with and among frameworks.Employing three metaphors, this paper proposes that, inthe way force-fields andconstellations require and imply each other, both frameworks anddiscourse are necessary for human beings to act as aPeircian fiber-cable in socialproblem-solving.Requests for reprints should be addressed to Zhichang Zhu, Department of Information Systems, Lincoln School of Management, Lincoln LN6 7TS, United Kingdom.