This research line explores, understands, and contextualizes intercultural western and non-western theories, paradigms, and practices, in order to sustain independent and critical methodologies. By articulating principles, theories, structures, performances, and aesthetics, across different cultures and communication channels, the networks of cultural codes and practices emerge and are critically observed, thus blurring conceptual borders and challenging the conventional criteria of cultural legitimation.
The subjects of the “Intercultural Communication” research line are expressions of contemporary mutability, of transformations that need proper analysis and contextualization. This research line reflects on linguistic idiosyncrasies, interpretation, identity, ideologies, and subjectivities inherent to the development of relations between peoples and communities.
This research line explores and studies how the promotion, marketing and branding of cultural heritage lead to the development of economic strategies, e.g. through creative industries. The growing interest for cultural heritage, as well as the enhanced mobility flows (see the case of cultural tourism) based on the need for authentic experiences, encourage the contact between different cultures. The challenge of this view resides precisely on how culture-based initiatives can be used to boost the creation of business opportunities and highlight added values to the economy.