Perceptions of South African Freelance Copywriters on Cross-Cultural Communication on the Upwork Digital Platform

Abstract

This qualitative study explores and describes the perceptions of South African freelance copywriters on cross-cultural communication on the Upwork digital platform. The study seeks to examine these perceptions with the aim of making recommendations on how Upwork can facilitate better cross-cultural communication. This study follows the interpretative approach because it seeks to determine perspectives based on how the participants create meaning from interpreting events. Data was collected from 20 participants through semi-structured interviews and two focus group discussions. The freelance copywriters suggest that Upwork lacks cross-cultural awareness to facilitate effective cross-cultural communication. The study proposes some recommendations, such as facilitating training and development, and engaging communication experts to help develop resources that could make it easier for people to communicate on the platform, even if they come from different cultures.