MULTICULTURALISM AS THE MAIN CHARACTERISTICS OF MODERN SOCIETY

Cross-cultural differences are becoming more and more obvious as the contacts between representatives of different cultures are developing and deepening. These differences can be observed in different aspects of people’s professional and social life, but first of all in communication. What are the right forms of address when speaking to a foreign colleague? How to greet people in different cultures? How to develop a good presentation in front of intercultural audience? There are many questions. However, there should be many answers since one answer can only be correct for one culture. It’s very important to define the areas of difference between business cultures in order to win the fight for new projects, tenders, programs and offers for the purpose of long lasting and mutually profitable cooperation. It is also of utmost significance to perceive the changing features of modern society in its new multicultural status.