The author in her master work searches the ways of enriching intercultural communication with the dialogue by the help of interactive digital media. The aim of the work is to find and apply the appropriate theoretical model that would suit to similar as researched, communication situa- tion solution.
The adaptive theory method of English sociologist Derek Layder is used in the work. The method allows alternately combining inductive and deductive approaches and the same research problem being permanent investigation process object. This method also allows including Au- toethnography as one of the most important research sources; collected by the author material is included in the work preparation and model creation.
The fundamental theories, such as: Niklas Luhmann Systems Theory, Ch. S. Peirce semiotic brand understanding, as well as interpretation of Paulo de Lencastre og Anna Corte-Real derived Peirce semiotic triangle model are used for corporate branding on the basis of theoretical dimen- sion. Anthony Giddens identity development theory as well as formation analysis of semiotic social groups by sociosemiotic Eric Landowski are used there. Social group work in N. Luhmann theories range as different communication systems with their described specific theories and confirmed in practice terms are seen. Dialogic is understood from Martin Buber position when a communication system intersects with the other communication part of the system, thereby creating a common comprehension.
The main work discussion is that such communication often remains monologic, unable to move beyond both sides of the pre-cultural and social stereotypes despite many attempts to find and apply various communication models for intercultural communication situations. Theoretical and practical reasoning for dialogical intercultural communication by the help of interactive digi- tal media (where communication expression definition in one way or another is just a computer screen) is also tried to find. The degree of such communication interactivity, the question of trust in other, and branding efficiency are also problematic questions of the work. On the other hand, it was interesting to find the third path that was specified by a postcolonial theorist Homi K. Bhabha, where the so-called hybrid postcolonial identity with a construction in communication is important for both parties - colonial and colonized - can be spread by the help of interactive digital media.
Greenland - Denmark communication on the Internet was chosen as the specific case. The target group was identified as interest group with the most part of Danish tourists in Greenland, Ilulissat town. The author while writing the work had the opportunity to see the ongoing commu- nication processes and assess the discourse a little out externally as the representative of the
third cultural experience (control interview group was also chosen from the same country as the author’s country of origin). The authors autoetnographic experience (periods of life in Denmark and Greenland) allowed to look at the problem of the lack of dialogue relevantly and timely. The interactive digital media analysis of historical communication between Greenland and Denmark was rejected, as it would be too broad topic for this work; and it was based on the already existing discourse analysis data. The websites for tourists www.greenland.com, www.kangia.gl, www.touris- tognature.com, as well as the page devoted to discussing greenland identity www.mitgrønland.dk were chosen as the research object. An attempt to understand the essence of a problem talking to locals and tourists, as well as in cooperation with the Ilulissat (the largest tourist town in Green- land) Institutions (Ilulissat ice fjord firm Ilulissat (K. Rasmussen) museum, Ilulissat’s Kulturhuset Semermiut, Artuarfik Mathias Storch, Ilulissat tourist’s firm Word of Greenland, Ilulissat tourist Nature) was made at the same time.
The work was written in a longer time as data collection in Greenland took a lot of time. At first the data (interviews, loud thinking tests) were collected in Denmark. Then the material was gathered in Greenland. The mentioned above theories were explored during the entire period, and eventually the work was writen, and the prototypes were drawn.
The research can be completed by the following conclusions:
1) Dialogic interactivity can be understood as being in communication only when the two
communication systems interact and form a symbiotic relationship with each other.
2) Given and described in the work model derived on the basis of Paulo de Lencastre og
Anna Corte-Real brand model can be used in order this to happen.
3) Narrative construction of identity on the Internet can be understood as Luhmann com-
munication system autophoesis, where the system reacts and responds to environmental factors and actions by changing its narrative. This process was observed in the investigation of site www. greenland.com.
4) The user-generated content can be understood as a separate communication system analysing its own narrative. However, one can argue that these systems can create a symbiotic re- lationship with a part (in this case Greenland) as a brand communication system in the form of the web page using Paulo de Lencastre og Anna Corte-Real brand model and A. Giddens described personal identity narrative creation. The possibility for communication dialogicality and trust in each other appears by the help of such symbiosis. The part can be e.g., Company, organization, etc.
5) The dialogical and interactive page prototype for illustration of the theoretical conclu- sions is given at the end of the work. The perspectives of other interactive digital media for dia- logue in communication in this particular case are also given there.