Digital Business Communication in the Global Era

digitalization culture based culture *)

By: Alo Liliweri **)

INTRODUCTION

We are now facing a new era of Information Communication Technology (ICT) related to
(influence or based) on many "digital" concepts such as; digital technology, digital
technology, digital culture, digital heritage, digitization state, digital business, digitization of
literature, digital world, digitization of culture, digital digestion, digital preservation, digital
shadows, digital innovation, digital virtual, digital reinvention, digitization of everything,
digital dark age, digital detox, digital divide, and digital transformation.

In the context of digital-based ICTs, I am taking this paper so that we can discuss and find
answers about "Preparing for Administration and Communicative Professionals to Meet The
Challenges of Business Communication Transformation" ... (seminar theme). In my opinion,
whatever the name is, all that "digital stuff" still describes at least two common phenomena;
(1) there has been a digital-based intercultural communication, where there are two parties in
the communication process (from interpersonal communication to mass communication),
exchanging messages based on digital technology; and (2) there has been a cross-cultural,
digital-based communication, in which the parties in the communication process deign to
compare the meanings of messages in digital communications, such as comparing the
characteristics of communicators, communicants, messages, media, etc.

THE PRINCIPLE OF INFORMATION ERA

The Information Age (also known as computer age, digital age, or new media age) is a
historical period in the 21st century marked by the rapid transition from the traditional
industry of the Industrial Revolution through industrialization to an information technology-
based economy. The beginning of the Information age was associated with the Digital
Revolution, similar to the Industrial Revolution that marked the beginning of the Industrial
Age (Castells, 1999; Hilbert, 2015). So the information age is exactly the same as the digital
age because the whole process of information exchange is undergoing 'change' due to the
support of new technologies, user tools, methods of interaction with humans and other
devices entering the domain of research, development, and launch into the market.

*) Presented in "The Second International Conference on Business and Communication

(ICBC), 28th 2018, STARKI Jakarta.
**) Professor of Cross Cultural Communication, University of Nusa Cendana, Kupang.
We can say that the 21st century is a Communications Revolution (digital), a communication
that has jumped the age of mass media development. According to Manuel Castells (2004),
"what's really new, both technologically and socially, is a society built around
microelectronics-based information technology". Through digital communication that is now
available to the public world that formed a variety of networks in a virtual space that
accelerates the reasons for the presence of forums, communities, organizations, communities
in various forms that berkoneksi and participate more varied. This means that the implications
of the new communications technology can serve as a discussion argument to question the
opportunities and challenges offered by new ways of digital communication.

What the information society describes, according to Philip Kotler cited by "Developing
Digital Marketing Strategies, Future Principles and Foundations" (1967), follows two waves;

1. The first wave, beginning with the emergence of the commercial internet about 25
years ago that marked the beginning of major changes in marketing management
practices and consumer behavior. The commercial Internet presence of the 90s, also
known as Web 1.0, offers customers a number of advantages and empowerment
including, among others, accessing almost unlimited information as an alternative
option on a global scale. What that means is, information technology is present as a
key factor that provides new tools and ways to tackle the ubiquitous problems that
hamper relationships between producers and consumers.
2. The second wave, the Internet presence at the beginning of the 21st century, also
known as Web 2.0 or the "interactive" internet, which gives customers the option of
new and unlimited connectivity everywhere through social networking and mobile
computing within, form of new information, but presents new forms of interaction and
transactions. The most exciting results of this new technological explosion make it
easier for producers and consumers in marketing practices. For example, customer
empowerment can control online interactive media, content and communication
processes. Marketing began to be based on digital technology because it was able to
present marketers with new challenges and opportunities, including mobile marketing,
internet of things, analytics, big data, 3 dimensional printing, cloud computation,
artificial intelligence, neuromarketing.

INFLUENCE OF DIGITAL TECHNOLOGY INNOVATION

Between Media and Messages

True Marshal McLuhan (1963, 2001), all societies can always be influenced by the nature of
the media they access rather than the content of the media. From the beginning, for example
the alphabet, is a technology unwittingly absorbed by children and then through the process of
osmosis makes them able to speak. The words and meanings of those words have in fact
affected the child to think and act automatically in certain ways. ... .. Electrical technology
fosters and encourages facilities for unification and engagement. It is impossible to
understand social and cultural change without the knowledge of media work. The digital age
has changed everything; changing the way we interact, advertise, work, entertain, gain
knowledge, do business, make anything, communicate, and more. This means that socially
culturalization has occurred to the way we communicate to give birth to a new digital culture.

Further McLuhan (1963), it is not surprising that adequate media analysis should begin with
its reversal, which is stated in the famous MacLuhan (1964) saying: "medium is the message".
(read: message analysis then media analysis ?, alw). Therefore, the center of media
phenomenology analysis lies in the choice of focus on mediation that allows us to connect to
different conceptual domains, namely; (1) communication, as' action '(inter)' through
emerging meanings (often cut into debates about 'effects'); and (2) culture as the 'context' and
'content' of the action (often distinguished into issues of power, wealth, and knowledge (Innis
1982).

ICT and Cultural Digitization

Since the 1970s there have been various innovations in information and communication,
ranging from cable and satellite television, personal computers, to the internet. All of these
media are recognized to have revolutionized our way of life in such a way that it will
determine the new social order (Evans, 1979, Martin, 1978). Toffler (1980), suggests that the
advancement of ICT drives a third wave of technological innovation, or the Information
Revolution. This technology is thought to have had a profound impact on the niche of
business, politics, and even personal life, far beyond what was imagined. Freeman (1987)
argues that ICT innovation is a sign of a new age that will have long-term economic benefits
(Hall and Preston, 1988). Up here, there is an interesting statement from McLuhan (1961)
that, "pen ends speech," therefore we also have to ask ourselves "internet end what?" To be
sure the internet with all its variants has initiated digital ICT which in turn produces cultural
digitization.

Cultural Digitization. In the development of the internet received remarkable usage of usage.
The Internet can be regarded as a 'cause' or more 'stylists' of the new social order which in its
utilization can 'manipulate' information as an immaterial culture, this is what we say as the
Internet has contributed to the role in the process of cultural digitization. Raul L. Katz, (2017)
says that digitalization refers to transformations triggered by the massive adoption of digital
technologies that generate, process, share, and transfer information, ultimately giving rise to
digital culture. Digital transformation is not a one-time event but occurs gradually over three
waves of digitization;

1. The first wave is associated with the introduction and adoption of mature
technologies, such as management information systems aimed at automating data
processing applied to business performance monitoring and reporting,
telecommunications technologies such as broadband (fixed and mobile) and voice
telecommunications (fixed and mobile) which allows remote access of information.
2. The second wave involves the diffusion of the Internet and related platforms (search
engines, markets), allowing corporate networks to consumers and within the enterprise
to purchase inventory and distribution of output.
 3. The third wave requires the adoption of various advanced technologies, such as big
data / analytics, internet of things, robotics, sensors, and artificial intelligence, and is
aimed at improving information processing and decision-making quality, while further
automating routine tasks within business firms and government. This technology is
not usually adopted in a stand-alone mode but is integrated with the characteristics of
mature technology of the first and second wave.

Each wave of digitalization has a certain set of social and economic impacts. The first wave
affected household income growth and facilitation of social inclusion (access to information,
government services, and entertainment content). Computing, broadband and cellular
networks have been instrumental in loosening the industry's scalability barriers that allow
traditional sectors of the economy to grow faster. The reduction of resource constraints has
led to an increase in the demand for labor in the service industry (eg, financial services,
education, health care, etc.), all of which have a positive effect in manufacturing.
Digitalization is what eventually 'digital culture'.

Digital Culture. Laak & Piret Viires (2014) says that the term 'digital culture' is the 'umbrella
concept' to explain the radical changes in the development of human culture in the 21st
century. What distinguishes the digital culture from previous cultural forms is that all objects /
data (text, images, sounds) exist in the form of numerical codes stored as data on electronic
media that enable quick processing and stored in large amounts of data on microscopes and
facilitate media programability (Manovich 2001; Aarseth 2003). This is the beginning of the
impact of ICT change on global cultural change with many of the implications we now
experience such as leveling, dissemination, hypertextity, bandwidth, anarchy and
synchronicity (Lister 2003; Caldwell 2000; and Livingstone, 2003).

In 2006, it was noted that one-sixth of the world's population has internet access, and almost
every second everyone uses a mobile phone, even though the new internet was accessible in
the first half of the 1990s; this means that the digital revolution (or the technological
revolution of technology) changes in just 15-20 years. It can be concluded that the structure of
digital culture can be explained through several concepts, namely; (1) what is digital culture,
(2) digital culture and media technology, (3) media and culture, (4) nature of digital culture,
(5) changing media environment, (6) technology and society: social capital and theory
networks, and (7) questions about digital culture. Árpád Rab (2007), once said that simply,
we can say that digital culture has two sources; namely: (1) digitizing existing cultural
objects, and (2) digital creation for cultural elements. Both of these fields are very diverse and
interesting, and thanks to the information revolution itself naturally is associated with online
content and users, and with digital creations have achieved a dominant role in what is called
digitizing.

Digital culture is a contemporary phase in communication technology, which follows the

advancement of print culture in the 19th century and the culture of electronic broadcasting in
the 20th century; then amplified and accelerated by the popularity of networked computers,
personalized technology and digital images. The emergence of digital culture is usually
associated with a series of more intensive use of communication technology. The
consequences of such processes (in sociological terms) are the means through which media
technology alters the ways in which humans interact and our representations broadly form the
so-called "digital culture". 1]

ICT AND SOCIAL CULTURE

Like it or not, ICT innovation in digital technology has accelerated and expanded its influence
on changes in social, economic, spatial and communicative structures. Hiranya (2009)
mentions this influence as the five main characteristics of 'information society', namely; (1)
technological innovation; (2) changes in social structure; (3) changes in economic structure;
(4) spatial concept change; and (5) communication culture change. I will describe not in
sequence.

Chart 1 The Influence of ICT Innovation on Various Changes

Changes of Spatial Concepts

The wave of digitization above affects the workings of information networks, not only to
communication between personal, but between groups, organizations, communities located in
different spatial and time zones, this is the focal point of spatial discourse. From this we can
think of the existence of a society in which the people in it connect through the information
network, they are like a "cable community" operating locally, regionally, nationally and
globally to provide a "key information ring" (Barron and Curnow , 1979), which eliminates
the limitation of communications by space and time (Urry 2000), for example, a company can
run its production worldwide 24 hours a day, 7 days a week, 52 weeks a year.

Said Juha Talvitie (2002), we live in a rapidly changing era moving towards an information /
knowledge / network society - eCity, eRegion, eCountry, eEurope and the like as targets of
many authorities around the world. One of the driving forces of this development is the new
information and communication technology, ICT. Modern telecommunications can be seen
not only as a new way to behave but also as a new form of traffic, therefore ICTs should be
taken into account in spatial planning, including land use. The impact of the development of
information society and especially the impact of information and communication technology
on the structure of cities and regions is now a question that should be discussed extensively by
development planners. One of the reasons for this discussion as Moss (2000) says, we can not
understand how ICTs will shape the growth of cities and regions.

Hiranya (2009) also said that the cultural concept of information society mentioned above is
closely related to the spatial concept of the information environment in which we live today.
Our environment is more penetrative, more intimate, and more constituent in our daily lives.
There are several dimensions to this development, (1) there is a remarkable increase in the
circulation of information that transcends social boundaries primarily due to technological
advances; (2) social interaction becomes more complex, and verbal and written
communication is inadequate to follow this complexity; and (3) excessive information
penetration has also created problems. As quoted Baudrillard (1983), "the more information
the less meaning".

About this spatial concept, it helps me to quote from Larry A. Samovar, Richard E. Porter,
Edwin R. McDaniel (2012). You live in an era where intercultural communication skills are
not just assets but as requirements. Never before have people from different nationalities and
ethnicities so easily met and interacted. This mixture of meetings and interactions has grown
enormously since, in large part, is the result of an amazing ICT advancement, allowing
everyone now to move quickly and easily across great distances, both physically and
virtually. "Globalization," "global society," "world society," "homogenized culture," and
similar terms have become the slogans used to characterize the increasing social and
economic integration of national and ethnic populations.

As a result, the requirement to understand cultural differences in cross-cultural

communication has increased exponentially. To help you understand the importance of these
requirements, it is important to look back on the history of our lives and look forward. By
looking back on the era of your grandparents and the generation of parents you can discover
how more intercultural world has happened and 'become'. So also by looking at the projection
of world events into the future then you will realize how more intercultural world will happen
and 'to be'. The above quote from Samovar shows that digital TIK (business) has also entered
two areas of cultural communication, intercultural communication and cross-cultural
communication (Larry A. Samovar et al., 2012).

Social Structure Changes

Siobhan McGrath, (2012) suggests that new media technologies have a huge impact on
society as a whole. The integration of such technologies into social arrangements in society,
such as households, has a major influence on social interaction among individuals. It is
evident from the existing literature that new media technologies have an impact on social
interaction in households in various ways. New media technologies can help increase
interaction between families by bringing generations and family members together. As a
result, this can help bridge the generation and digital gap. On the other hand, new media
technologies in the home can lead to increased privatization in family life, with individuals
increasingly using technology independently rather than collectively. The research question is
"how does new media technology impact on social interaction in the household?".

The above quotation indicates that there is a change in social structure due to the influence of
the media, which later led to the study of 'digital sociology'. Digital Sociology is a sub-
discipline of sociology that focuses on the use of digital media as part of everyday life, as well
as on how various technologies contribute to human behavior patterns, social relationships
and self-concepts. New in 2013 the first pure academic book addressing the issue of 'digital
sociology' was published; some of the themes discussed are the concept and experience of
space, community, proximity, gender roles and social inequalities in the use of digital
technology and the impact of this technology on education, health, finance etc. (Orton and
Prior, 2013). Meanwhile, the first book on digital sociology was published in 2015 (Lupton,
2015), followed by the first academic conference in New York, also in 2015 (Daniels,
Gregory, Cottom, 2015).

Change Culture Communicate

When we take advantage of digital ICT (which has been incarnated in digital culture) then we
have actually entered the niche of intercultural communication. Why? Kararena, (1) there has
been an interpersonal communication process that exchanges ideas, information, feelings
among different cultures through digital media (alw) (Samovar and Porter, 1985); (2)
messages produced by members of one culture are consumed by members of another culture
so that the message is understandable; and at the same time making the digital (intercultural)
culture a study of the idea of a communication situation in which people from different
cultural backgrounds interact with one another (Samovar and Porter, 1991); and (3) make
more people participate in symbolic, interpretive, transactional activities that process in the
context of interpersonal communication from those with different cultural backgrounds. The
magnitude of the differences among people in this communication process may also result in
different interpretations of meaning, expectations and behavior (Lustig & Koester, 1993).

Meanwhile, at the same time digital culture has also penetrated also the niche of cross-cultural
communication, that influence the acceptance of digital culture; (1) while enabling us to
compare certain ideas or concepts in many cultures ... comparing one culture to another
(Myron W. and Koeste, 1993); (2) comparing phenomena in different cultures "(Jandt (1995);
and (2) tend to compare patterns of communication and interaction of a society from different
cultural backgrounds (ethnological position), including comparing values, beliefs, practices
(including language) and other behavioral habits Cultural variances can be prominent in this
respect may make a difference in expectations and interpretations of the interactions between
people (Scollon & Scollon, 2001; and Gudykunst, 2000).

Changes in Economic Structure

In the early onset of the internet, experts began predicting a shift of power from marketers to
consumers, this change represents a new form of consumer-company relationship (Bakos
1991; Deighton and Kornfeld 2009; Kozinets 1999; Levine et al. 2000; Shipman 2001). With
the presence of the World Wide Web, consumers can gain access to large amounts of
information and develop opportunities to influence their own lives. The social media
landscape from ubiquitous connectivity is enabled through mobile devices, in turn not only
improving access to information but also enabling consumers to create content and amplify
their voice, worldwide, to anyone who will listen.

In the Information age, all the phenomena seen in the digital industry have created a
knowledge-based society surrounded by a high-tech global economy that greatly affects how
the whole manufacturing sector operates in a convenient and efficient way. This means that
information about everything in society is commercialized, as a result the information
industry also allows individuals to explore their personal needs, especially the simplification
of decision-making procedures for transactions that significantly lower costs, both for
producers and buyers. This role is recognized by all economic actors as very effective,
especially as new economic incentives (Mathias Humbert, 2007; Kluver, Randy, 2013). Thus,
the information age is shaped by utilizing the progress of micro-miniaturization of computers,
accompanied by the fact that technological evolutions and organizational (social)
development in everyday life have had an impact on the modernization of information and
communication processes, as well as the driving forces of social evolution (Hilbert, 2015) .

There has been a shift in the economic structure in which information has played a decisive
role, so we call it the information economy. In general, the term information economy
describes the post-industrial economic phase, most of which is based on the relationship of
activities with information. Research by Porat and Rubin (1977) may be the first to use the
term information economy in a precise way by defining various related terms and devising
ways to measure information-related activities in the US. However, their concept of the
information economy remains preceded by the knowledge industry. In his seminal book,
Machlup (1962) emphasizes two meanings of knowledge: one as what is known as the state of
knowing. Here it is said that "as the economy develops and as society becomes more
complex, efficient production, trade and government organizations seem to require an
increase in the division of labor between the production of knowledge and physical
production."

Take Indonesia example. Indonesia's rapid economic growth can be the 7th largest in the
world by 2030, up from the current 16th sequence, this will be achieved only if the
Indonesian nation increases productivity to meet its growth targets. Most international
businesses and investors know that modern Indonesia has a large population and a wealth of
natural resources. As home to the 16th largest economy in the world, Indonesia is booming
mainly due to a combination of domestic consumption and productivity growth. By 2030,
Indonesia can rank the seventh largest economy in the world, surpassing Germany and
Britain. But to meet ambitious growth targets and attract international investment, it should do
more. Indonesia has an attractive value proposition. Over the past 20 years, the increase in
labor productivity, mostly from certain sectors rather than the general shift from agriculture,
has accounted for more than 60 percent of the country's economic growth. Productivity and
employment have increased sequentially in 35 of the last 51 years. Indonesia has grown as a
result of consumption, not exports and manufacturing. Archipelagic countries are also rapidly
urbanizing, increasing revenues. By 2030, Indonesia will add 90 million people to consumer
classes - more than any other country except China and India.

McKinsey Global Institute estimates that Indonesia should increase productivity growth by
4.6 percent a year - 60 percent higher than during the past decade. Amid growing concerns
about inequality, the state must also ensure that growth is inclusive and manage the tension
that a rapidly growing consumer class will place on infrastructure and resources. Of course,
Indonesia must address such notorious issues as bureaucracy and excessive corruption, access
to capital, and infrastructure congestion. But in addition it must address the upcoming skill
gap; the country can, for example, develop a private education market that may fold four, to $
40 billion, by 2030. If at the same time Indonesia takes action in the following three key
sectors, it could create a $ 1 , 8 trillion by 2030:

1. Consumer services. Indonesia faces various challenges for productivity growth -

including the complex regulation of financial services, poor transport infrastructure,
and barriers to entry for new retailers and expansion limits for existing ones. If
Indonesia tackles this problem, consumer spending could rise by 7.7 percent a year, to
$ 1.1 trillion, by 2030.
2. Agriculture and fisheries. Indonesia needs to increase productivity per farmer by 60
percent just to meet domestic demand. If the country can increase crop yields, reduce
postharvest waste, and move on to higher-value crops, it could be an exporter of
agricultural products, supplying more than 130 million tonnes to the international
market. Revenues from these sectors, together with related upstream and downstream
revenues, can increase by 6 percent annually, to $ 450 billion, by 2030.
3. Energy. Demand not only for energy but also for other major resources, such as
materials and water, is likely to increase rapidly until 2030. Indonesia can meet up to
20 percent of its energy needs by switching to unconventional sources, such as coal
methane, next generation biofuels , geothermal power, and biomass. This approach
can also help increase resource productivity - for example, improving the country's
energy efficiency can reduce energy demand by as much as 15 percent. By 2030,
Indonesia's energy market could be worth $ 210 billion. 2]

PHILOSOPHY AND PARADGIM OF DIGITAL BUSINESS TRANFORMATION

After following the above description, the challenge of transforming the digital business
communication, or digitizing a culture of digital culture-based communication lies in the
management of digital communications. I will propose two important questions for scientific
discussion, that we must put; (1) the philosophy of transformation of digital business in the
right position; and (2) establish a paradigm of digital business communication transformation.

Formulate the Philosophy of Digital Business Transformation

Marcello Vitali Rosati (2012) in his article titled "Digital culture, philosophy and
metaontology", says that our world is getting digital. Digital space may be the first and only
space available; in this context, one can anticipate that there will be no non-digital space
space in decades of challenging. If this idea is true then our relationship with technology
becomes a central issue of one theory; a philosophy of the 'first' digital world and the "digital
culture" specification philosophy that would be useless. The only way is to determine the
philosophy of digital transformation so that everyone can consider the conceptual structure of
digital culture as its basis.

We start from reviewing the "digital" adjectives which of course will be completely
unreasonable or at least redundant. This idea contains many questions for the sake of urgency
to define the proper investigation and discipline field of "digital culture philosophy". Let's
start with the analysis of the word "digital", meaning it is not always clear. By "digital", I
mean a change operated by new technology and continuity between the traditional and
technical world of our digital world today. We can actually have two opposing points of view
when we try to understand; (1) the world we live in, and (2) the world of the internet and the
web, the world of smartphones and e books (Marcello Vitali Rosati, 2012).
According to Marcello Vitali Rosati (2012), this world can be interpreted as a product of
radical change, a concept that implies a split between the world we used to know before
digital technology and which we know afterwards. Thus, the world is something completely
new, and it is not known before. This change occurred theoretically at the end of the last
century, and more precisely in the 1990s - or even beyond that, 1994.

On the other hand, we can regard the digital world as a simple development of a thousand-
year trend; the technical way man must inhabit the world. These two points of view
(yesterday and today) can be interpreted as contradictory, but a deeper analysis shows that
that's not the case: they are complementary and they can not be understood separately. If we
want to understand our world and, especially our digital world, we need to find a balance
between these two visions. If we do not do that, we will only have the caricaturization of the
theory of digital culture. Thus, when one tries to consider technical change in a continuum,
one must recognize technology as a fundamental aspect of mankind. This means that one
must accept that man is a 'technical animal'.

In the case of Milad Doueihi (2011), in some ways, technology has the same characteristics as
humans, as people read the Prometheus myth. If this is true then one must also accept that
everyone does not have his own character because their nature is actually outside themselves,
therefore human nature changes with technical evolution; meaning humans have no eternal
essence that distinguishes them from animals. So one must accept that studying this
continuum means accepting the centrality of change. This is why philosophical theories about
digital culture are fundamental today. The theories of Milad Doueihi and Maurizio Ferraris
are significant examples of such efforts, which in their works are capable of developing an
analysis of the changes out of digital technology without forgetting the continuity that
characterizes our culture.
Further Doueihi (2011), how digital culture alters some of the basic concepts of our previous
culture - and especially the paper culture edition (print culture). Ideas for the sake of ideas as
public and personal or friendship or anthology do exist in the print culture, it turns out that
digital culture takes them and changes them deeply. The point is to understand the reason and
structure of this evolution. We start from these ideas so we can provide the basics of
metaontology. Metaontology (which I first define is a philosophical approach that seeks to
understand the 'thin' relationship between change and continuity, accepts a different
ontological point of view Metaontology is not super-ontology, and its purpose does not create
a system for understanding all different ontologies singly. is an interstitial ontology that can
consider the relationship between technology and essence, thus enabling understanding of the
relationship between essence and its transformation through time and through technical
evolution.metaontology will enable the digital humanity to become a technical and cultural
discipline, and develop practical and theoretical perspectives. achieve this goal, my paper will
be divided into 4 (four) parts:

1. New technology as a revolution. I will consider a thesis that is in line with the new
technology that creates a truly new world. This idea is often associated with a
pessimistic perception of the changing digital culture that produces. Proponents of this
position often think that one can define human nature, which means one knows what a
human being is. From this point of view, technology is something beyond Humans
and they change human nature.
2. New technology as continuity. I will analyze the opposing point of view, from which
human nature exists outside of itself, including technology. This means that people do
not have any nature, because their particularity is to change and adapt to the
environment thanks to technology. The development of technology is indeed the
actualization of human potential.
3. Definition of metaontology. The second point of view mentioned above, of course,
contains contradictions. Therefore we need an approach we call metaontology. I mean
by the idea of metaontology (starting from Heidegger to explain its relation to
ontology and to general philosophy of technology I will especially consider the idea of
"intermediality" which says that one can understand an idea only by focusing on a set
of systems that allow its transmission. explains why metaontology is the best
theoretical approach to understanding the digital role of technology in human life.
4. Cultural, political and ethical issues of technology from a metaontological point of
view. In conclusion, I will analyze how a metaontological approach can change the
way one understands ethics and politics in a digital culture. The first feature of
metaontology is to allow the respect of multiplicity and distinctions to maintain
understanding between different points of view. This should be our first goal of
discussing digital humanists - so that we can find models and standards - in semantic
web practice, for example, or in the way we choose digital formats or languages - that
enable exchange and interoperability but always respect diversity and diversity.3]

Formulating the Digital Transformation Paradigm

Jonathan Nally (2015) in his article entitled "The Paradigm Shift of Digital Transformation"
says that old business models and methods are crumbling as digital transformation changes
the world. The term 'digital transformation' has been created to describe the step toward
providing services through digital means, this is a term that means different things to different
people. For some, digital technology means 'paperless' technology; for others means new
ways of collecting information; and for others it can mean new ways of communicating.

Greg Satell (2016) suggests there are four paradigm shifts will transform the future of
technology.

1. From the Chip to the System. In 1965, Intel founder Gordon Moore published a very
sharp paper - observing that the number of transistors on integrated circuits has
doubled every two years. He also predicted that this move would cause the computer
to be a 'powerful new home host', with the support of mobile moves, and (in)
communications systems. This simple idea known today as 'Moore's law', has helped
drive the digital revolution. Because computing performance has become cheaper
exponentially and stronger, then we can do more with it. Even basic smartphones
today are stronger than supercomputers from previous generations.
2. From Applications to Architectures. Since the 1960s, when Moore wrote the
aforementioned article, the ever-growing computer power made new applications
possible and more likely to serve us. For example, after a relational database was
developed in 1970, it became possible to store and retrieve large amounts of
information quickly and easily, this situation has dramatically changed the way we
manage organizations. Later innovations, such as graphical display, word processing
and spreadsheets, set the stage for personal computers for widespread use. The
Internet leads to email, e-commerce and ultimately, mobile computing. In essence, the
modern world is little more than the app that makes it possible.
3. From Products to Platforms. It used to be companies looking to launch hit products.
If you look at big companies in the last century, they often rise to prominent positions
behind one great product, such as IBM Systems / 360, Apple II, or Sony Walkman.
The first success can then lead to follow-up - such as PC and Macintosh - and leads to
further dominance. However, look at companies that are successful.
4. From Bits to Atoms. In an article titled "The Rise and Fall of American Growth",
economist Robert Gordon argues that the rapid productivity growth experienced by
the United States from 1920-1970 is largely something of a past development.
Although there may be brief growth, as in the late 90s but we will not see a sustained
period any time soon. Among the reasons he gave is that, while previous innovations
like electricity and internal combustion engines have far-reaching implications, the
impact of digital technology has been quite narrow. We see, to quote Robert Solow,
digital technology is everywhere except in productivity statistics. This platform is
important because it allows us to access the ecosystem. The Amazon Platform
connects the retail ecosystem with the consumer ecosystem. The App Store connects
the developer ecosystem with the end-user ecosystem. IBM has learned to embrace
open technology platforms, because they give it access to capabilities far beyond the
engineers themselves. 4]
WHAT WE HAVE TO DO

Communicative Leadership

Carlos Magro etc (2014) argues that we live in a digital, global and hyperconnected world
characterized by constant and rapid social and technological change so that mobility and
connectivity are always everywhere. We are all part of a world of networks in which the
hierarchy and power relationships between people and structures are questioned on a daily
basis; a world in which analog, physical and conventional ways of thinking coexist and
interact with digital logic; and where information and knowledge flows in abundance and can
be accessed anytime, anywhere.

Whatever the name, administrator or professional manager, whether individually or in a

community, organization or community, who is and will always be in a digital, global and
hyperconnected world, is in fact making himself a leader with communicative leadership.
Anchal Luthra & Richa Dahiya (2015) argue that the most important key to great leadership is
communication. Meanwhile, Towler (2003) says that a leader is also an employee with
exceptional expertise and in a particular situation has the potential to move forward to take
over and guide others who lack experience and expertise, trying to instill skills by motivating
and helping they reach individual, team and organizational targets. To be a great leader must
be a great communicator. Great leaders are always regarded as first-class communicators,
they have a clear and trusting set of values in promoting and instilling individual and
organizational values to others.

In the framework of organizational transformation it should be noted that transformation is

not a goal but a deep transformation process that requires constant adaptation and change to
get out of our comfort zone and explore new possibilities. It is the key for everyone and
organizations to see this transformation as a possible opportunity to combine practices and
ways of doing things that continue to produce results with new techniques and capabilities
that connect us with future results intelligently. Organizations can only be considered
competent digitally when they have competent professionals who work for them. Only highly
skilled professionals can enable you to face the future with confidence.

Initiation of Digital Based ICT Communication Model

According to Samovar, Brooks, & Porter (1969), more than 50% of our time is spent on
communication activities. Since human communication happens so often, it seems easy to
imagine that everyday life is greatly influenced by communication. Effective human
communication will help direct the effect to positive development. To achieve effective
human communication, it is important to listen to and understand the factors - and the
relationship between factors - that affect communication. Based on the critical communication
status in human life, I (Samovar etc.) built the Integrated Communication Model (ICM) to
provide a clear and systematic framework for understanding factors and relationships between
factors in human communication.
Hua-Kuo Ho (2008) suggests that the concept of "model" generally corresponds to "theory."
If we want to make a more specific differentiation between these two concepts, we can
consider "model" as a short form of "theory". According to Littlejohn (1999) nothing else
(though overlapping) of the "theoretical model can be obtained" as follows; (1) organizing
and summarizing "knowledge", (2) "focusing" attention on some variables and relationships,
(3) "clarifying" what it says, (4) "offering" help for observation, (5) "predicting" results and
effects of data, (6) "heuristic" functions, (7) "communicative" work, (8) "control" - for the
judgment and appropriateness of certain behaviors, and (9) "generative" - to challenge and
investigate. Of the "model" and "theory" functions that influence, organizing, heuristics,
prediction, and measurement, relative, freedom is a core function.

The model I cite in this paper is the SCMR model from Berlo (1960) in which the human
communication process displays: source, message, channel, and receiver as a component of
the communication process, the factors affecting these components affect communication. For
example, both sender and receiver are influenced by their own attitudes, knowledge, and
social and cultural backgrounds, and by their ability to communicate. Meanwhile the message
is influenced by what is sent and how the message is sent, while the related channel with the
five senses through which we receive all information about the world including messages
from others.

Based on Berlo's model, I made variations of intercultural communication models and cross-
cultural communication models I call the "Berlo-Liliweri model" (2018) with the following
notes;

Chart 2. Intercultural Communication Model Based on Digital ICT

1. Sources: are individuals (leaders or managers), or communities or organizations,
communities that initiate communication initiatives. The conditions of communicators
(leaders, administrators, managers) are true; (2) have positive attitudes toward ICT
utilization, (3) knowledge of digitalization and digital ICT, (4) understand their own
social and cultural system, including socio-cultural orientation toward digital ICT (5)
the ability to search, find, rate, organize, and share information in a digital context; (6)
the ability to communicate, develop and maintain networks or relationships and
collaborate efficiently with digital devices and in digital environments; oriented
recipients (business customers etc.), such as the ability to understand, understand, or
know how to interact with and meet new customer needs in a digital context.
2. Encodes: individuals who have a purpose or intention to communicate with other
parties, the purpose and objectives are listed in the strategic vision of the source.
3. Message: the formulation of the vision that is poured into the elements of the content,
such as the message code (verbal or nonverbal) in a structured manner, and if
necessary given the treatment so that feasible sent through the media.
4. Channels: where message delivery has content; in order to be accepted by the
recipient the messages are digitally "manipulated" so that the recipient can hear, see,
touch, smell and feel.
5. Decodes: deals with the recipient's capability of translating the transmitted digital
messages to be acceptable.
6. Recipients: are individuals (leaders or managers), or communities or organizations,
target communities or who receive communication messages. The conditions of
communicators are the same as the recipient or the communicant. Remember that, in
digital ICT-based communications, messages that are received can be natural (nature)
or "copy" (similar but not original, 'simularca').
7. In intercultural communication, sources with culture A communicate with recipients
with culture B, the effectiveness of their communication is highly dependent on
principle; (1) "communicate as it is, not as desired, and (2) the magnitude of" the field
of the ven diagram ", the greater the overlap of the two fields the more effective the
communication, the smaller the conjunction of the two fields communication is
ineffective.

Chart 3. Cross-Cultural Communication Model Based on Digital ICT

8. In cross-cultural communication, sources with culture A communicate with recipients

with culture B, the effectiveness of their communication is highly dependent on the
ability of two parties to listen to comparisons (understand the similarities or
differences) of cultural orientation (individual, community, organization, and
community) respectively. The result of the comparison becomes the basic knowledge
for the implementation of intercultural communication. ***