Fachbereich 05: Sprache, Literatur, Kultur - Intercultural Communication and Business - Intercultural Communication and Business Master of Arts (Studienbeginn ab WiSe 2023/24)

This course examines how culture shapes communication, media, AI, and business practice in an increasingly interconnected world. Moving beyond static, nation-based models of culture, the seminar introduces students to classic frameworks—Hofstede, Hall, Hofstede's successors, Weber—while critically engaging newer perspectives that treat culture as fluid, practiced, and constructed (Holliday's "small cultures," platformization, algorithmic culture, consumer culture theory).
The course is organized around three thematic arcs. The first weeks establish theoretical foundations, examining how culture operates at the level of interaction, individual self-construal, and institutional/economic life. The course then turns to media and games as sites of cultural representation and adaptation, asking how global content is localized—and what gets lost or gained in translation. A third arc addresses culture in the context of artificial intelligence and human-machine interaction, exploring whether AI systems flatten, amplify, or simulate cultural difference, and what ethical frameworks should govern AI across cultural contexts. A final thread examines social media marketing as a space where cultural meaning, consumer identity, and algorithmic targeting intersect.
By combining theoretical rigor with applied, scenario-based learning, the course equips students to analyze cultural dynamics critically and to navigate them strategically in media, technology, and business contexts.

The MA Research Seminar is designed to equip students with the skills and mindset necessary to conduct independent, high-quality research project. Emphasizing collaborative learning and practical application, the course provides a platform for students to work in research teams, develop problem-solving strategies, and apply advanced social research methods to real projects.

Throughout the seminar, students will focus on key aspects of the research process, including data collection, data analysis, and the effective combination of different qualitative and quantitative methods. The course also introduces ongoing research projects within the ICB and other major studies, offering insights into current trends and challenges in the field.

A core component of the seminar is the Colloquium Series, where three sessions are scheduled for students to present their research proposals and receive constructive feedback from peers and instructors.

Learning Outcomes:
By the end of this course, students will be able to:
• Work effectively in a research team and engage in collaborative problem-solving.
• Apply social research methods to real research projects.
• Collect and analyze data using appropriate methodological approaches.
• Integrate multiple research methods to address complex research questions.
• Present and refine their research proposals through structured peer feedback.

Course Requirements:
• Regular Attendance: Active participation in seminar sessions.
• Individual Assignments: Submission of written tasks related to the research process.
• Group Work: Collaboration on a research project and presentation of results

This course provides advanced training for students preparing their Master’s thesis and future academic or professional research endeavors.