Executive Review
The objective of this paper is to illustrate, via analysis, the manner in which the mass media, along with the popular culture it has incepted, has influenced intercultural communications. The paper will especially focus on illustrating the manner in which the evolution of media has increased the degree of intercultural communications.

Introduction
Technology has come to play an exceptionally relevant role within the features and characteristics of the global eco-society within which we contemporaneously survive and interact. This, moreover, is something that tends to be made especially more evident when considering it in light of the significant degree to which practically all sectors of society tend to currently depend upon respective technological integrations. From the business to the political and from scientific to the religious sector (s), each seems to have its respective share of technological integration that is typically tailored to yield maximal profitability and/or stability. It would be relevant to here consider that one of the most relevant indicators of the evolution of technology has been the proportionate evolution and development of media and its purveyors. An intangible entity that is second in stature only to society itself, the media has developed itself to the point of standing responsible for virtually all norms and parameters within a given societal infrastructure.
The media that was exclusively existent and operational upon radio waves and paper printings in the not so distant yesteryear, moreover, has presently culminated into an all-powerful entity that abounds on a variety of mass-penetrative levels. And while the advent of the television [electronic media] made for inevitable degree of development in concern to the reach of the media, the digital age has enhanced this stature even further, especially as a result of the Internet. The exceptional degree of evolutionary advancement intrinsic to media is something that comes through as being rather unsurprising when considering it in light of the equally dramatic degree of evolution that has been taking place in concern to society itself

The relevance that the media yields over culture & society as a result of technology
From the way the people [within the particular society] dress to the way that they react to particular stimuli, all are influenced, to some degree, by the ideological portrayals within a particularly prevalent media platform. In America, for instance, various studies over the past decade or so have indicated that the rise in crime and violence within particular states has been related to the rise in media productions rife with masochistic violence and control. It is quite apparent, thus speaking, that a prevalence of the behavioral as well as attitudinal traits and characteristics that are found within a particular society are resultant, to a particular degree, to the category of frequent media representations within the particular society. This, moreover, is something that is rendered especially and crucially instrumental when considering it in light of the fact that today, technology has made it possible for television channels from various countries to be broadcast worldwide. That is to say that the national parameters for television channels have been eliminated as a result of such things as fiber optical cables and satellites.
Subsequently, it is currently commonplace for people in the US to watch Scottish, Chinese and Japanese local channels and vice versa. In addition to this and as has already been mentioned, the Internet too, has been a monumentally instrumental player in concern to proverbially bridging the gap (s) between people form cultures far removed from each and other. Such software as the MSN, Yahoo and other Instant Messengers as well as websites have enabled communications between cultures that are alien to each other on account of being from different parts of the world. Indeed, it would be noteworthy to also acknowledge here that as a result of eliminating such chasms, it is quite obvious media also represents one of the key players that propagates the rise of globalization. It would, moreover, be relevant to acknowledge that there are obviously consequences that can be expected of ‘societies and economies re-orienting themselves around technologies’ (Kluver, 2004)

Analysis
The relationship of Intercultural Communications to Mass Media
Considering the obvious degree of advancement and development that the media has experienced since its days of radio programs and black and white television, we will now consider how this evolution has been instrumental to the rise of intercultural communications. It is essential, for instance, to consider that media productions exclusively tailored for the purpose of entertainment on the T.V and theatre have been increasingly adhering to illustrate individuals of diverse cultures within domestic or local situational settings. This, moreover, is a trend that has also been implemented vice versa; that is to say that local cultural icons are illustrated in situations occurring in foreign environments and/or in close accompaniment to foreign cultural icons. A media trend that has been increasing till this day, this is something represents the inherent curiosity that cultures tend to entertain in concern to [other] the features and characteristics of individuals from diverse cultures and ethnicities. This is something that has and will continue to encourage the individuals of one culture to assume a modicum of understanding, whether accurate or not, in context to the beliefs and traits of another culture. This canvas for this intercultural exchange, moreover, has been especially enhanced as a result of widespread proliferation of the Internet and its vehicular extensions that have been acknowledged within the prior section.
Disadvantage (s) of intercultural communications prompted by [electronic] media
And while this is something that would appear to be dominantly advantageous, it is crucial to consider that this is not always so. It may, for example, be entirely possible that individuals may assume a degree of comprehension of a particular culture that is exclusively based on a meager set of characteristics that the individual has managed to familiarize him/herself with. Students who have marginal access various ideological and belief systems via access to the web or an extensive video library, for example, might come to see themselves as adherents to a particular culture ‘with little or understanding of the larger history and body of beliefs that constitutes the larger community of believers’ (Kluver, 2004). And while there is not apparent way in which this can cause any harm to society, it would be noteworthy to acknowledge that it may be detrimental indeed. This is since identifications of these sorts are fundamentally superficial. Falsely or ineffectually constructed preconceptions in concern to identifying with alien cultures tend to typically disrupt social unity and yet ‘not provide any compensatory alliances or social unions’ (Breen, 1997. 3: 3). It would be important to consider that culture is far more than a vaguely defined and loosely characterized set of folk and/or ethnic practices. Indeed, it would be crucial to take into account that culture is far more than that. Culture is precisely a set of symbolic systems that serve not only to define and identify the culture and social structures, but also ‘to articulate the synthesis of two essential parts of human culture, ethos and world view’ (Geertz, 1973).

Interpretation
The Media, Popular or Mainstream Culture & Intercultural Communications
It is evident, thus speaking, that every specific act, every utterance, every thought must be understood within a much larger, much broader context in order to attain an effectual comprehension of a particular culture. It would also be apt to here consider that this is one of the prime reasons due to which the representatives of the South Korean government argued before the United Nations that ‘globalization represented a threat to cultural diversity that must be guarded against’ (United Nations Press Release, 1997). It is essential, however, to here consider the emergence of the culture that is referred to as popular or mainstream culture. Something that has been incepted particularly a result of the dramatic development of the scope/reach of [especially electronic] media; popular proverbially refers to technological culture. Take into consideration, for instance, the fact that the globalization that has been monumentally propagated by the Internet and satellite television has resulted in the development of a culture that identifies, homogenously, on a global scale. Internet and computer extensions such as the messenger software as well extensions like web cameras and microphones have made for audio as well as visual communications between regions and cultures from virtually any parts of the globe. It is basically this canvas, upon which people can connect with no worries about geographical boundaries, that plays host to what is termed as popular or mainstream culture. And in spite of the fact that the disadvantageous implications of media-incepted intercultural communications mentioned above are highly possible; mainstream culture tends to have its advantages in concern to the boosting intercultural communication.

The relevance that popular or mainstream media yields over intercultural communication It is quite evident that the role of ethnic media in fortifying the cultural traits of ethnic immigrants is to be further strengthened within the course of the digital age currently stretching out. It is, moreover, barely surprising that ethnic groups are more likely to be assimilated into the mainstream culture ‘without losing their own cultural roots and ethnic identity as a result of this [mainstream] culture’ (Zhang & Hao, 1999, pp. 21-30). The essence of this rendition in concern to popular culture is especially positivistic in as much as the fact that it is contradictory to the worries voiced to the UNO by Korean representatives in 1997. It is quite apparent in light of all that has been said and discussed that the trends of media development and globalization have important implications upon the foundational structure of intercultural communication theory. In addition to this, moreover, it is also apparent that media represents one of the most influential supporters of the elimination of proverbial chasms between the numerous cultures that exist within the globe.

While exclusively adhering to electronic media for familiarization with other cultures has been illustrated as being more often than not detrimental; it must be considered that this is not so in the case of popular culture. This is since the popular culture tends to encourage individuals to retain the authenticity of their culture (s) while simultaneously embracing or adopting a newer culture. It is apparent, thus speaking and considering the fundamental quintessence of all that has been said till this point in the paper, that it is basically as a result of the monumental and evolutionary development of the contemporaneous purveyors of communication that current intercultural communications are so prolific. The height of effectual communications within the current features and characteristics of the global society and the resultantly incepted popular culture can be specifically cited as being the most instrumentally contributing factors for this (Chen & Starosta, 2000).

Evaluation
Analysis: Generalities on media & intercultural communications
It is quite apparent that, thus speaking and considering all that has been said and discussed in concern to the relationship between media and intercultural communications; the media has played an immense role in concern to promoting such communications. It would, however, be essential to review some of the disadvantages that may arise as a result of the exclusive adhering to the media for information necessary to the initiation of such communications. Take into consideration, for instance, the fact that media productions in the line of the [typically fictitious] action flicks and programs sometimes have particular elements that induce negativist attitude (s) against [the] particular culture (s) being portrayed. Furthermore, while this negativity is not always prevalent, it would be relevant to consider that the very existence of such a possibility is something that virtually guarantees the outbreak of a socio-ideological contention at a particular point of time in the future. Take into consideration that the cultural implications of the development of media are apparent upon three levels. They are the conception of culture; the ways in which cultural change is precipitated by these trends, and; the role of these forces in defining personal identity and social unity. These are all important issues of discussion for communication scholars, particularly as a result of the fact that they provide the foundational assumptions for our interpretation of the processes of intercultural communication.

Conclusion (s)
It is quite apparent therefore, that the boost in intercultural communications that has been brought about as a result of the significant development of media is something that is dominantly advantageous to society. This is since it encourages globalization, which, in turn, propagates the continuous diversification and development of society. Considering that change, regardless of the nature or gravity of the change in particular, eventually leads to development asserts the idea that intercultural communications would eventually make for societal development. It would, moreover, be conclusively apt to acknowledge that eventual outcome of this is something that will be governed entirely by the purpose and modus operandi of the individual (s) seeking to attain comprehension of another culture. This, moreover, is something that emphasized even more strongly when considering it from the point of view that understanding other cultures effectually and completely is something that does indeed tend to promote globally communal co-existence, well being and understanding. It is quite apparent that understanding cultures from geographically isolated parts of the world is a step in the direction of uniting and maximizing the possibility for worldwide peace and stability.