1

Cross Culture Cross Culture CommunicationCommunicationCross Culture Cross Culture

CommunicationCommunication

INTERCULTURAL INTERCULTURAL COMMUNICATIOCOMMUNICATIO

NN

2

• Cross-cultural communication (also frequently referred to as intercultural communication) is a field of study that looks at how people from differing Cultural backgrounds make an effort to communicate

• Intercultural Communication is the process of sending and receiving messages between people whose cultural background leads them to interpret verbal and nonverbal signs differently.

3

•If left ignored, communication differences will inevitably lead to various types of miscommunication which may lead, in turn, to conflicts and communication barrier.

4

• The study of cross-cultural communication was originally found within businesses and the government organizations, when both were seeking to expand globally.

• Business houses began to offer language training to their employees. Businesses found that their employees were ill equipped for overseas work in the globalizing market. Programs developed to train employees to understand how to act when abroad.

• Current cross-cultural training in businesses does not only focus on language training but also includes focus on culture training.

5

Cultural Differences Are

Numerous • As a member of the management we

may forget the fact that human behavior and communication pattern is very different across the culture. Our communication techniques are not universally acceptable.

• The cultural differences are numerous. This also means respecting different cultures, values, work styles and backgrounds. To be

successful you have to have patience and a sincere desire for

understanding others.

6

• The Internet and modern technology have opened up new marketplaces, and allow us to promote our businesses to new geographic locations and cultures.

• And given that it can now be as easy to work with people remotely as it is to work face-to-face, cross-cultural communication is increasingly the new norm.

7

• Two trends that have made intercultural business communication so important are:

1. Market globalization

2.Multicultural workforce

8

• 1. Market globalization:

• The world is now acting as one market. Business is carried across both through travel as well as through

telecommunication. We all know many examples of the manufacturers with the help of advanced technologies produce their goods in foreign locations that offer an abundant supply of low cost labor.

• To tap the foreign market & to be successful in the global marketplace it is necessary to minimize the cultural and language barriers. For example Chinese companies are making their employees learn other languages to go global.

9

2. Multicultural workforce:

• Today’s workforce is made up of people who differ in race, gender, age, culture, family structure, religion and family background.

• Culture: is a shared system of symbols, beliefs, attitudes, values, expectations and norms for behavior. YOU belong to various cultural groups at one point of time:

• For example Ms. Z is a doctor, she belongs to a tribal society of Nagaland, she follows Christianity, and uses Hindi and English at various conferences.

• Subculture: distinct groups that exist within a major culture. Like- In India, the Chinese community at Kolkata.

10

Recognize Cultural Differences:

• Effective intercultural communication depends on recognizing ways in which people differ.

• Clients from different cultures can interpret a company’s best intentions negatively.

• It is best to treat people the way THEY expect to be treated, of course not at any individual’s cost.

11

• Avoid ‘Ethnocentrism’: Tendency to judge all other groups according to your own group’s standards, behaviors, customs. Believing that one’s own culture is superior. You are creating hindrance in the business as well as in your self growth and learning.

• Xenophobia: fear of strangers• Ethnocentrism/ Xenophobia lead to

NOT interpreting messages properly, therefore, Not able to send messages successfully

• Recognize Cultural Differences: [excerpt from Bovee, pages- 64-74,8th edition]

12

Contextual Differences:

• This is better known as the understanding the conveyed meaning between two members of either same culture /group or of different culture /groups based pattern of physical cues, environmental stimuli and implicit understanding. Contextual differences are apparent in the way cultures approach situations such as decision making, problem solving and negotiating.

•High- context culture & Low- context culture

13

High- context culture:

• The persons who belong to High- context culture rely less on verbal communication and more on context of nonverbal actions and environmental setting to convey meaning.

• Chinese speaker will use many metaphors and indirectness in his/her speech and would expect the receiver to discover the essence of meaning. In high context cultures the rules of everyday life is not defined or explicit, the individual as and when grows up he/she learns to recognize and to respond the situational cues (gestures/ low vs.

high tone of voice etc).

14

• High-context means that "most of the information is either in the physical context or initialized in the person, while very little is in the coded, explicit, transmitted part of the message."

15

• High-context people are generally defined as:

Less verbally explicit. Instead, they rely more on indirect verbal interaction and are proficient at reading non-verbal cues.

• Having less written/formal communication. High-context cultures are more interested in fostering trust than in signing contracts.

• Having strong boundaries. They have more clearly defined roles of authority, and differences in status are valued. They rarely call people by their first names.

• Relationship-focused. Decisions and activities are focused around personal, face-to-face

relationships. Examples of high-context

cultures: Brazil, China, India, Japan, Mexico, Russia and Singapore

16

Low- context culture :

• The persons who belong to Low- context culture are talkative and they rely more on verbal communication and less on circumstances and indications/ cues to convey meaning.

• Rules and expectations are generally conveyed in long conversational statements, explicit reports or words. For example, if an Italian wants his/her client to tell about the website of the company, he/she will say it out in so many words like- “please, you can browse the company’s profile on the net; it will give you all the details of our company and the business dealings”. While a person from Taiwan will probably say, “The details of our company is on our website” along with a relevant gesture.

17

• Low-context communication is "the mass of information is vested in the explicit code“

• More accessible. Status/authority is not as valued as experience and knowledge.

• Task-centered. Decisions and activities focus around what needs to be done, and there is more division of responsibilities.

• Informal. Calling people by their first names is not considered disrespectful.

• Direct. They often say what they feel and don’t avoid saying "no."

• Examples of low-context cultures: Germany, United Kingdom, United States.

18

• When dealing with people from different cultures, it’s helpful to know beforehand whether they come from a high-context or low-context culture. This will make you more aware of the reasons behind their words and actions, help you avoid misunderstandings and, ultimately, make you a better communicator.

19

• Legal and Ethical Differences: Legal systems differ from culture to culture. The low context cultures value written word so; they consider written agreements and interpret laws strictly. High context cultures put less emphasis on written word and consider personal pledges more important than contracts.

• Ethical choices are more difficult to tackle. In India there are so many cultural differences. To make ethical choices is not only difficult but it can prove to be extremely risky affair. For example, ‘bribe’ is considered as a ‘normal’ thing for the Kenyans but in US you can’t even think of it.

• Social Differences: Social behavior varies across cultures. They can vary in the

attitude towards ‘materialism’, ‘respect and rank’ (e.g. status of women), use of manners, concept of time: strict vs. flexible (working hours, schedules, deadlines, appointments), Language barriers.

• Non Verbal Differences :Greetings, Personal space, Haptics, Facial expressions, Posture, Formality: Examples

• Age Differences: To associate age with experience, seniority, success. Example: US & Asian views

20

•Which context culture do you think India falls into?

21

Tactics for Removing Cross Cultural

Communication Barriers • With respect to removing stereotypical language, the

following strategies might be useful: • - Be aware of words, images and situations that suggest

that all or most members of a racial group are the same. • Example: "Why can't Mr. ABC ever be on time?" "He's XXX

(Race/caste/ religion), isn't he?" • - Avoid using qualifiers that reinforce racial and ethnic

stereotypes. • Example: "The articulate XXX (Race/caste/ religion) person"

implies that typically persons XXX (Race/caste/ religion) have low verbal skills.

• - Avoid racial identification except when it is essential to communication.

• Example: "Judy, an outgoing person" is preferable to "Judy, an outgoing XXX (Race/caste/ religion) female student."

• - Be aware of possible negative implications of color symbolism and usage that could offend people or reinforce bias.

• Example: Terms such as "black magic" or "black market" can be offensive.

22

Tactics for Removing Cross Cultural Communication Barriers:

•- Avoid language that has questionable racial or ethnic connotations.

• Example: Phrases such as "culturally deprived," "culturally disadvantaged" and "you people" have racist overtones. With respect to changing communicative behaviors which violate the cultural rules of others, the

following strategies may be useful: • - Be aware of rules for attentiveness during conversation. • Example: The constant maintenance of eye contact while

listening during a conversation often violates a conversational rule in working class African American and Hispanic cultures.

• - Be aware of rules regarding the distance between speakers during conversation.

• Example: In some cultures, speakers stand close enough to touch often. In other cultures, distance is maintained to denote respect.

• - Be aware that objects, characters and symbols may reflect different beliefs or values for different groups.

• Example: The flags, symbols like ‘swastika’ or any other, superstitions and the like

23

Tactics for Removing Cross Cultural Communication Barriers:

• Be aware that cultures may vary in what they consider humorous or taboo.

• Example: Ethnic humor is often perceived by many groups as evidence of racial prejudice. Discussion of in group cultural rules and behaviors with outsiders is considered taboo within many cultures.

• - Be aware of different rules for taking turns during conversations.

• Example: Some cultures frequently perceive "breaking in" to reinforce or disagree with another's point to be perfectly permissible, indeed desirable.

24

Tactics for Removing Cross Cultural Communication Barriers: -

• Cultures may use different standards for loudness, speed of delivery, silence, attentiveness and time to respond to another's point.

• Example: Many societies place high value on contemplation and are likely, therefore, to feel little responsibility to make immediate responses during conversation.

• - Be aware of different cultural rules for entering into conversations in progress.

• Example: African American students tend to consider conversations as private between recognized participants. Therefore, anyone, including the teacher, who "butts in" is viewed as an eavesdropper and rebuked.

25

Tactics for Removing Cross Cultural Communication Barriers:

• - Cultures may use different standards for loudness, speed of delivery, silence, attentiveness and time to respond to another's point.

• Example: Many societies place high value on contemplation and are likely, therefore, to feel little responsibility to make immediate responses during conversation.

• - Be aware of different cultural rules for entering into conversations in progress.

• Example: In some cultures people tend to consider conversations as private between recognized participants. Therefore, anyone, including the teacher, who “listens" is viewed as an eavesdropper and rebuked.

26

• It is also useful for professionals to brainstorm with one another on how to remove communication barriers. In addition, a well designed staff development program can lead to better relations among staff and generate effective cross cultural communication activities.