The first is the discipline’s potential to clarify and explain the role of ritual in human interactions, and this is explored using the example of health services which have to operate in one particular culture but deal with clients from multiple different cultures. The second is the process that can be called “clarification of values” which underpins intercultural understanding, and this is explored using examples of business relations between China and the Western world which includes Europe and America. The paper aims therefore to demonstrate on a small and then on a larger scale, the value of two aspects of communication theory and cultural studies in the modern world.