This paper explores the influence of digital communicationand in particular social mediaon cross-cultural communication, based on the Circuit of Culture model. Scholarly literature supports the notion that social media has changed the speed at which we communicate, as well as removed traditional (geographical) boundaries around crosscultural campaigns. Since the introduction of digital media, the role of the public relations practitioner has become more strategic in order to maintain relevance with even more diverseand dispersed-audiences. Large scale campaigns, like the Human Rights Campaign to support Lesbian, Gay, Bisexual, and Transgender (LGBT) rights, have seen messages spread far beyond the country of origin, and with that, demonstrate the ability to affect advocacy campaigns in other countries. The authors argue that instead of acting as cultural intermediaries, public relations practitioners must become cultural curators, with the skills to create meaning from audiences, who are now content creators in their own rights, and encourage a true participatory environment that sees cultural values shared as part of an organic exchange process.

The decision to cease the climbing of one of Australia's major tourist attractions, the UNESCO World Heritage site Uluru, on 26th October 2019, has attracted much controversy, debate and worldwide attention.This case study explores traditional media commentary and reporting as well as social media discussions in the lead up to the closure of the climb. Drawing on framing theory, three key frames emerge that illustrate the opposing perspectives on the role of destination tourism. Through the economic lens, UNESCO World Heritage attractions like the Uluru climb perform a crucial role in supporting a country's economy. As a national treasure, the rock should be freely accessible to all Australians (entitlement frame). However, the inclusive sustainability worldview considers a site's history, contemporary relationship with the (local) community and potential for future generations. This case highlights issues in change management processes with regards to access to heritage sites. Insights into the narrative in the lead up to the closure of the climb enable readers to explore the complexities surrounding the desire to shift towards a more sustainable tourism model.