In assessing search results, there are a few important considerations. Typically, the sites linked first in a search (using Google) are "sponsored links", sites that have paid to have their links first in line. The next hits listed are those which Google's algorithm has determined are the most popular related to the topic searched. These sites, however, may be linked higher not due to real popularity – or to the usefulness of their information – but because of the effectiveness of their search engine optimization (SEO).

Holliday emphasizes the importance of allowing other cultures to define themselves, advocating a decentered perspective.

These scholars tend to focus more centrally on language issues than is the case for IC research in North America.

We often are not aware of the cultural values we embrace, even though many of those values and behaviors determine important aspects of our lives.

Becoming knowledgeable about other cultures is also invaluable in gaining deeper insight into one's own culture.

That process can lead to greater acceptance of difference, while developing a sense of empathy and solidarity. In today’s world of extreme political partisanship and growing nationalism, however, it may be necessary to move beyond an attitude of tolerance.

While in the US, intercultural communication is often associated with communication studies, in Europe and Australia, it is commonly seen as a field within applied linguistics.

In fact, the exercise described above was designed to make students aware of the emotional intensity of their own religious beliefs. This can help build self-awareness as well as an appreciation of the fact that others' beliefs and values may be as crucially important in their lives.

Rather than trying to understand outcomes based on a person's background or status, interactions instead will be analyzed to understand their myriad dynamics. The goal is not to predict behaviors and outcomes but to describe and understand.