By the 1970s, the field of cross-cultural communication (also known as intercultural communication) developed as a prominent application of the cross-cultural paradigm, in response to the pressures of globalization which produced a demand for cross-cultural awareness training in various commercial sectors.
Cultural communication differences can be identified by 8 different criteria: 1) when to talk; (2) what to say; (3) pacing and pausing; (4) the art of listening; (5) intonation; (6) what is conventional and what is not in a language; (7) degree of indirectness; and (8) cohesion and coherence.[1]