This process of communication can be profoundly affected by differing cultural conventions, norms, meanings, assumptions, ideals and perceptions. The problems of inter-cultural communication have received increased attention in recent years, and Cohen reviews briefly some of the main theorists working in this field. Cohen's own approach is to combine these theoretical frameworks with analyses of case studies, focusing particularly on cases of negotiation between Western and non-Western states. Cohen rejects the notion that a single international diplomatic culture has developed, which makes diplomats' native cultures largely irrelevant. He finds that seasoned diplomats reports that cultural differences have a significant impact.
Theoretic studies show that culture plays a large role in shaping the individuals' character.
This constitutive impact of culture cannot be erased by mere exposure to other cultures. Cohen draws primarily on Lorand Szalay's theory of inter-cultural communication. Szalay begins by distinguishing between the form and content of a message. The form of the message serves to encode its meaning. Understanding a message is a matter of the receiver correctly decoding it, so that the receiver's intention matches the sender's meaning.