Dance of the Roma gypsies from Rajasthan to Spain; stories from the Indian epics Ramayana and Mahabharata on the walls of temples and palaces in Angkor Wat, Cambodia; influence of Western drama and, impact of European, Chinese and South-east paintings in India during the Mughal rule.

Proof enough of the growing influence of the East and West on each other from ancient times, even long before formal media and communication channels existed. Early interactions along the Silk Road and maritime routes also transcended mere economic exchange, establishing a rich tapestry of cultural appreciation and exchange. The movement of people and ideas bridged gaps between civilizations, fostering a dynamic interplay that enriched both Eastern and Western societies.

This laid the foundation for the complex global interactions we witness today, highlighting the timeless relevance of communication as a means of connection and collaboration across borders.

Given this historical context, why emphasize linkage of Media & PR with Culture now?

Nearly 89% of all current conflicts in the world today are occurring in countries with low intercultural dialogue, to forge effective cooperation and sustain peace, strengthening intercultural dialogue must be a priority. – UNESCO

Media platforms—from newspapers and television to digital media networks—have a unique ability to capture, disseminate, and amplify stories that reflect a culture's history, beliefs, and values. By highlighting cultural practices, festivals, music, language, art, and cuisine, they can bring attention to the uniqueness of various communities and foster respect for cultural diversity.

Through documentaries, news stories, and social media campaigns, media can celebrate the unique traditions of various communities, fostering respect for cultural diversity and countering stereotypes. For instance, media in Malaysia and Singapore extensively report on festivals of the different communities, their religious practices and so on. Television broadcasts, news articles in the media on how the different communities mix and mingle with one another have led to an interesting practice of Malaysians of different backgrounds coming together to celebrate the Yee Sang ceremony as part of the Chinese New Year festivities.

PR plays an equally crucial role in cultural preservation by shaping public perception and building narratives that value and protect cultural heritage. Through storytelling, brand partnerships, events, and media outreach, PR campaigns can create a sense of pride and appreciation for cultural practices, as well as generate funds and support initiatives that sustain cultural heritage. One powerful example is the role of tourism boards and organizations that promote local cultures through strategic communication efforts. 

Additionally, effective PR leverages localized content and multilingual communication to broaden reach and build trust. By translating messages and adapting campaigns to reflect regional languages, idioms, and cultural preferences, it avoids cultural missteps and shows respect for each community’s unique identity. This not only strengthens the impact of the message but also deepens connections, as people are more likely to engage with content that feels authentic and considerate of their culture.

In a world where diversity is celebrated, such culturally attuned media and PR efforts can not only be powerful tools for fostering unity across borders but also generate livelihood opportunities.

UNESCO data highlights the cultural and creative sector as a major driver of global development, supporting over 48 million jobs worldwide, with women holding nearly half of these positions. This sector represents 6.2% of global employment and contributes 3.1% to global GDP, underscoring the profound impact of cultural heritage and creative expression on societal development. India, with its rich cultural tapestry spanning thousands of years, exemplifies the powerful role of culture in shaping identities and economies.

Case Study: India, one of the world's oldest civilizations, boasts a rich cultural heritage that spans nearly 5,000 years. With 1.4 billion people, its flexibility and adaptability have significantly influenced global religions, philosophies, and traditions. Today the Pan-Indian saree has gone global and the bindi (red sticker adorning the women forehead in India) is catching up in the West.

But, has anyone ever thought why this trend? The accessories were always there; the saree was always Indian so what made the difference? The answer is simple: more information especially with the rise of social media and digital platforms. Designers have reimagined the saree, blending modern aesthetics with cultural elements, making it more accessible and appealing to a global audience.  

Together, Media and PR can bridge cultures across countries by crafting universally relatable stories that incorporate local nuances. Their synergy is particularly important in amplifying the voices of indigenous communities and preserving endangered traditions and, solving global challenges, such as climate change.

Through storytelling that addresses shared human experiences—like resilience, family, and community—Media and PR strategies can lead to informed decision making that resonates authentically with people. Digital media amplifies this cultural insight by providing real-time data on behaviour, preferences, and demographics. Success stories, like the Gillette “Barber” campaign and British Airways’ culturally tailored initiatives, demonstrate how digital media insights can drive impactful, culturally connected campaigns. 

Today both content and technology are transcending national borders to create a flow of information and culture. As traditional media forms like print, radio, and television adapt to the digital age, they are becoming a part of an interconnected network that enables immediate sharing and access, influencing public discourse. However, while this largely promotes cultural exchange and diverse perspectives, it also raises concerns about cultural homogenization and information credibility.

Because, if not careful, it can it go wrong…

The world has entered an era when US, which led globalisation in the last century, is retreating away from it. Post pandemic we seem to be steadily moving towards a phase with the return of closed economies where interdependence of nations is being compromised. 

With this gradual shift towards a more fragmented structure, the free world of democracies is suffering from the weight of inequality, religion and fundamentalism. Thus, like it or not, we are entering a world of not just physical barriers but of closed minds as well. Any oversight can easily exacerbate misunderstandings and fuel further discord.

We can all recollect the well-known case of Pepsi’s 2017 ad featuring Kendall Jenner, which depicted her joining a protest and handing a can of Pepsi to a police officer to seemingly resolve tensions. This ad was criticized for trivializing social justice movements like Black Lives Matter, forcing Pepsi to apologize and pull the ad. Similarly, luxury brand Balenciaga’s 2022 campaign featuring children with teddy bears dressed in bondage-inspired outfits was condemned as inappropriate, forcing the brand to issue an apology. If campaigns could go sideways then, imagine what can happen in today’s even faster digital age. These cases only underscore the importance of cultural awareness and careful messaging, as poor judgment in PR and advertising can lead to significant reputational harm.

In today's world, communication is no longer a one-way street but an interactive exchange among many voices, across multiple channels. This shift requires us to go beyond merely receiving information—we must engage as thoughtful analysts, using critical thinking to interpret, question, and understand diverse perspectives. By doing so, we can foster cultural sensitivity and encourage active civic participation, strengthening our communities and society. It is here that the government policy can play an important role vis-a-vis the media and must recognise the latter’s role in disseminating, if not generating, cultural knowledge and promoting cultural discourse.

As we navigate this shift, enabling policies can promote cultural knowledge and foster meaningful discourse. Recognizing the media and PR’s potential to shape culture, policymakers can help ensure these platforms serve as conduits for preserving, evolving, and reviving cultural heritage, rather than allowing it to fade.