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Chapter 10: Multiple Dimensions of Media Communication Skills - Pg. 160

160 Multiple Dimensions of Media Communication Skills: New Demands for Transnational, Trans-Cultural Knowledge Exchange Michael Singh University of Western Sydney, Australia Guihua Cui University of Western Sydney, Australia Chapter 10 ABSTRACT This chapter develops a conceptually informed and empirically grounded account of professionals navigating and negotiating media communication skills and carving out spaces for transnational, trans- cultural knowledge production and exchange (Singh, 2009). This chapter is intended to help engineering and IT professionals better understand the ways in which different approaches to media communication skills can shape transnational, trans-cultural knowledge flows by illustrating different ways to create East/West or South/North exchanges. This chapter focuses on building grassroots professional partner- ships locating media communication skills in bottom-up dispositions to periphery/centre exchanges of knowledge. This chapter concludes with methodological reflections on media communication skills in the life history of a professional in this field to provide an indication of ways of envisioning and designing grassroots or bottom-up approaches to transnational, trans-cultural knowledge exchange. DOI: 10.4018/978-1-4666-0243-4.ch010 Copyright © 2012, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.