Please explain what cross-cultural communication is and why cross-cultural communication is getting more and more attention.

Cross-cultural communication refers to the communication process between people with different cultural backgrounds. In this process, these people use their favorite language, but their cultural background, values, social norms and ways of thinking may be significantly different. Therefore, cross-cultural communication often requires understanding and adaptation beyond cultural differences.

Cross-cultural communication is getting more and more attention for the following reasons:

1. Globalization: With the advancement of globalization, exchanges and cooperation between countries are becoming more and more frequent, and there are more and more communication opportunities between people with different cultural backgrounds. Therefore, intercultural communication ability has become an essential skill, which is crucial to the success of individuals and organizations.

2. Multicultural society: With the development of the times, social and cultural diversity has become a trend. In this context, intercultural communicative competence can help people better understand and appreciate different cultures and promote social harmony and tolerance.

3. International trade and cooperation: In today's increasingly close international trade and cooperation, intercultural communication ability is very important for enterprises. Understanding customer needs, market trends and business etiquette under different cultural backgrounds is of great significance to the success and long-term development of enterprises.

4. Cultural education: Intercultural communication ability has gradually become one of the important contents of education. By cultivating students' cross-cultural awareness and communicative competence, it is helpful to improve their comprehensive quality and future employment competitiveness.

5. Conflict resolution and diplomatic relations: In dealing with international conflicts and diplomatic relations, intercultural communication ability plays an important role in promoting mutual understanding, consultation and cooperation. It helps to reduce misunderstandings, resolve contradictions and promote the peaceful settlement of disputes.

To sum up, the promotion of intercultural communication ability is of great significance to the harmonious development of individuals, organizations, countries and even the global society.