“One always fights for what one does not have”
Robert Surcouf
A paradox is a statement, situation, or concept that contradicts itself yet reveals a deeper truth.
We undoubtedly live in a global world where we can instantly learn what’s happening on the other side of the planet. Yet in recent years, we’ve observed that the more access we have to global events, the more people cling to what makes them unique and local. Technology, despite its global reach, doesn’t necessarily make us global citizens (de Mooij, 2019, p5).
There’s an implicit belief that technology will solve our most pressing human problems; this is evident in the astronomical investments in AI. However, as strategic communicators, we need to remember that differences in cultural contexts and market dynamics create uneven technological landscapes.
Varying adoption rates mean some communities embrace change while others struggle to keep pace. This creates a fundamental disconnect between technological convergence and human values.
A strategic communicator’s main role is to remember that real people are on the receiving end of our digital interactions. Our job isn’t to sell something but to interact with people. While this seems obvious, a quick online search reveals that commercial objectives frequently override genuine human connections.
Technology is simply the application of scientific knowledge, methods, and tools to solve problems, achieve practical goals, and make tasks easier. It is simply a tool that primarily enhances what humans already do.
Moving forward requires us, as communicators, to lower the noise, to listen more, and to add value.