Chapter 3:

Culture

and

Communicating Across

CulturesFacilitators: Khoa NguyenHuyen Pham

Fall 2015

The Importance of Intercultural

Communication

Intercultural Workforce

Global Connectivity

Global Markets

Mergers, acquisitions, and buyouts stir growth beyond national boundaries.

Vietnamese companies in global markets must adapt to other cultures.

New trade agreements, declining domestic markets, and middle-class growth drive global markets.

Intercultural Communication Matters

GlobalMarkets

Advances in logistics and transportation reduce distances.

Information technology has changed the way we do business.

The Internet permits instant communication across time zones and continents.

Intercultural Communication Matters

GlobalConnectivity

Immigration makes intercultural communication increasingly necessary.

Business communicators must learn to adapt to an intercultural workforce.

Multinational companies and diversity at home require culturally savvy workers.

Intercultural Communication Matters

Intercultural

Workforce

Let’s watch a short video

What do you learn from the clip?

What is Culture?

Who is Geert Hofstede? Hofstede’s definition of culture

“The collective programming of the mind that distinguishes one group or category of people from another.” (Hofstede & McCrae, 2004)

What is Culture?

In brief: Culture is A set of behaviors, values, attitudes, beliefs Shared by (at least) a group of people Learned from previous generations (maybe) Conducted in a period of time

Culture is Shared Learned Systematic and organized

Characteristics of Culture

Your thought about following pictures?

These pictures are taken from the Internet

“It is NOT wrong, it is just different”

Oversimplified behavioral pattern

applied uncritically to groups

How We Form Judgments

Stereotype

Negative!

Rigid attitude based on erroneous beliefs or

preconceptions

How We Form Judgments

Prejudice

Negative!

Mental representation based on characteristics

that are flexible and open to new definitions

How We Form Judgments

Prototype

Positive

Hofstede’s dimensions of national culture

Individualism vs. Collectivism Masculinity vs. Femininity Strong vs. Weak Uncertainty Avoidance Power Distance Long-term vs. Short-term Orientation

Individualism vs Collectivism

Dimensions of Culture: IndividualismHigh-context cultures tend to prefer group values, duties, and decisions.

Low-context cultures tend to prefer individual initiative, self-assertion, and personal achievement.

Individualism

Power Distance

Trompenaars’s dimensions of national culture

Universalism vs Particularism Individualism vs Collectivism Neutral vs Emotional Specific vs Diffuse Achievement vs Ascription

Universalism vs Particularism

Dimensions of Culture

Other important dimensions

High Context vs Low Context Distance Saving Face Time Orientation

Dimensions of Culture: Context

Context

High-context cultures tend to be relational, collectivist, intuitive, and contemplative.

Low-context cultures tend to be logical, linear, and action-oriented.

North America, Germany, Scandinavia

Japan, China, or Arab countries

High-Context and Low-Context Cultures

JapaneseArabLatin

AmericanSpanishEnglishItalianFrenchNorth

AmericanScandinavian

GermanSwiss Low

Context

High Context

HIGH-CONTEXT CULTURES

LOW-CONTEXT CULTURES

RelationalCollectivist IntuitiveContemplative

LogicalLinear IndividualisticAction-oriented

Dimensions of Culture: Communication Style

High-context cultures rely on nonverbal cues and the total picture to communicate. Meanings are embedded at many socio-cultural levels.

Low-context cultures emphasize words, straightforwardness, and openness. People tend to be informal, impatient, and literal.

THE POWER OF SILENCE!!!

Some cultures may prefer greater formality in dress, speech, and social interaction.

North Americans place less emphasis on tradition, ceremony, and social rules.

Dimensions of Culture: Formality

Dimensions of Culture: Time Orientation

Time is seen as unlimited and never-ending in some cultures. Relaxed attitude toward time.

Time is precious to North Americans. Correlates with productivity, efficiency, and money.

How national culture differs from corporate culture? National cultures Corporate cultures

Dimensions of Organizational Practices

Process-Oriented vs. Results-Oriented Employee-Oriented vs. Job-Oriented Parochial vs. Professional Open System vs. Closed System Loose Control vs. Tight Control Pragmatic vs. Normative

Eye contact In the U.S., the eye contact is? In the English culture?

Eye contact In South Asian and

many other cultures direct eye contact is?

Most people in the Arab countries share a great deal of eye contact and may regard too little as disrespectful

Perfect! OK! Zero! Worthless!

Rubbish!

Gesture A motion of the hands, head or body to

emphasize an idea or emotion. A gesture could easily distort the

message

USA=OK JAPAN=MONEY

FRENCH =ZERO BRAZIL=INSULT

Gesture

Gesture

How can the same Gestures be treated differently in different cultures

Western - “Do you have a telephone ?”

Brazil - “Your wife is cheating on you”

Gesture

Presenting Gifts In Middle-East

countries: Gifts are opened in

public Gifts should only be

given to close friends Gifts should be at the

highest quality (e.g. “itr”)

However, the “itr” should be?

Should never give gold and silk to men

In China: It’s common to

exchange the gift Do not give anything

in sets of four or gifts that carry the association of death, funerals such as clocks, cut flowers, white objects

In Germany and France: It is NOT common to

give gifts when doing business

Presenting Gifts In Asia, the emphasis sometimes is

more on the act of gift-giving than the gift itself

Topics can be discussed

In Indonesia: Family, travel/tourism, sports, the local cuisine, future plans, and success of groups or organizations.

In Germany: Sports (particularly football, tennis), current events, politics. Among those who imbibe, beer is often a good topic of conversation

In Indonesia: Politics, corruption, criticizing of Indonesian ways, commenting on Indonesian customs that you find (kind of) weird, religion.

In Saudi Arabia: Middle Eastern politics and International oil politics, Israel, criticizing or questioning on Islamic beliefs, women/ inquiries or complimentary remarks about the female family members of your Saudi associates.

In South Korea: Korean politics/local politics, The Korean War, North Korea, Japan and your contacts in Japan, your host's wife, personal questions.

In Germany: World War II, personal questions.

Topics should be avoided

The belief in the superiority of one’s own race and culture

© Maciej Frolow / Brand X Pictures/ Jupiterimages

Achieving Intercultural Proficiency

Overcoming ethnocentrism

Takes a conscious effort

Leads to more satisfying relationships

Makes work life more productive and gratifying

PracticeToleranceOpen-mindedness

Empathy

See the world through another’s eyes

Bridging the Gap Between Cultures

"To handle yourself, use your head; to handle others, use your heart.“

Donald Laird

In high-context cultures opt for indirectness to help preserve harmony.

Respect the image a person holds in his or her social network.

Bridging the Gap: Saving Face

Be patient

Wait and listen

Embrace silence

Recognize the effort non-native speakers are making

Bridging the Gap

Respecting Differences and Working Together

Learn foreign phrases.

Use simple English. Speak slowly and

enunciate clearly. Observe eye

messages. Encourage accurate

feedback.

Improving Intercultural Communication

Check frequently for comprehension.

Accept blame. Listen without

interrupting. Smile when

appropriate. Follow up in writing.

Oral Messages

Consider local formats.

Observe titles and rank.

Use short sentences and short paragraphs.

Avoid ambiguous expressions.

Improving Intercultural Communication

Strive for clarity. Use correct

grammar. Cite numbers

carefully. Accommodate

reader in organization, tone, and style.

Written Messages

Broaden your view of other cultures.

Avoid reflex judgments. Find alternatives. Refuse business if options

violate your basic values. Conduct all business

openly. Don’t rationalize shady

decisions. Resist lawful but

unethical strategies.

Making Ethical Decisions Across Borders

Seek training. Understand the value of differences.

Don’t expect conformity.

Learn about your cultural self.

Make fewer assumptions.

Build on similarities.© BananaStock / Jupiterimages

Capitalize on Workplace Diversity

The End

Additional cultural dimensions

Opinion

Sundays on the road

In the restaurant

Stomachache

Dining trends

Travelling

Transportation

Elderly day-to-day life

Shower timing

References

Guffey, M., & Loewy, D. (2011). Business Communication - Process & Product (7th ed.). South-Westerner.

Pease, A., & Pease, B. (2004). The Definitive Book of Body Language. Australia: Pease International

Hofstede, G., & McCrae, R. (2004). Personality and Culture Revisited: Linking Traits and Dimensions of Culture. Cross-Cultural Research, 38(1). http://dx.doi.org/10.1177/1069397103259443