Abstract:

In a rapidly unifying world where communication is gradually becoming universally homogenous, there remain certain core regional differences in response, rooted in the more robust cultural values and beliefs which have survived over time. This paper illustrates a generic framework that delineates common cultural constructs responsible for the basic acceptance or rejection of a message across various Asian cultures, and provides a broad perspective of the means ('passports') with which to address operant cultural constructs so that communication may be in consonance with them. The paper is an output of primary research conducted across five Asian cultures.