Oditor, Vol. VII, No. 03/2021
CHALLENGES AND DIRECTIONS OF DEVELOPING BUSINESS COMMUNICATION ON THE GLOBAL MARKET
Slobodan Rakić, Vladimir Adamović, Marko Špiler
Experts who deal with the essence of communication businesses in the theoretical and practical sense, point out the fact that the process of business communication, at the beginning of the third millennium, conceptually and substantively, has changed greatly. These changes are of a technological nature, but also have a specific political, economic, social, cultural, psychological and any other relevant definition. This paper points to a paradigm shift in the application of information and communication technologies, which is happening due to explosion of technology in society and the impact of globalization on modern business communication. Recomposing the worldview and applying new methods and content is necessary to obtain the relevant effects of business communication. The business world challenges us to use business communication by applying information and communication technologies in the way of the 21st century, not so much in the use of technology, but in the attitudes that shape its use.
Key words: communication, globalization, information and communication technologies, social context of business communication.