THE CONCEPT OF FRAMING IN CROSS-CULTURAL BUSINESS COMMUNICATION

Starting from the concept of cultural frames and their role in signifying human experience, the paper aims at pointing out that business communication, like any social interaction, is underrun by a process of framing, according to which individuals perceive, comprehend and appropriate otherness. Expanded to cross - cultural business communication, framing provides a clearer perspective on cultural divergence and ensures the acquiring of cultural sensitivity, which, in a global business environment, is of crucial importance for effective interactions.