COLLEGE OF ARTS AND SCIENCESDEPARTMENT OF COMMUNICATION

COURSE CODE : CCG 5243COURSE : COMMUNICATION & THE GLOBAL WORKING ENVIRONMENT

ASSIGNMENT GROUP

Communication Communication Approach and Culture Approach and Culture in the Global Working in the Global Working

EnvironmentEnvironmentGroup Members:Group Members:

Said S.M. ElgaibaniSaid S.M. ElgaibaniAbbas RamdaniAbbas RamdaniWang Chao NanWang Chao Nan

Intercultural Communication Intercultural Communication ConceptConcept

• What is Intercultural communication?What is Intercultural communication?

““Intercultural communication involvesIntercultural communication involvesinteraction between people whose interaction between people whose

cultural perceptions and symbol cultural perceptions and symbol systems are distinct enough to alter systems are distinct enough to alter

communication eventscommunication events““ ( Porter & Samovar, 2004, p. 15)( Porter & Samovar, 2004, p. 15)

Intercultural Intercultural Communication Concept Communication Concept

(Cont)(Cont) Intercultural communication is the Intercultural communication is the

information exchange between one information exchange between one person and any other source person and any other source transmitting a message displaying transmitting a message displaying properties of a culture different to the properties of a culture different to the other receiverother receiver’’s culture (Dahl, 1999)s culture (Dahl, 1999)

• Why it is significant? Cultural diversity Why it is significant? Cultural diversity make intercultural communication make intercultural communication complex and to some extent, impossiblecomplex and to some extent, impossible

Intercultural Intercultural Communication Communication

PrinciplesPrinciples1- A shared code system( verbal and 1- A shared code system( verbal and

nonverbal).nonverbal).2- different beliefs and behaviors 2- different beliefs and behaviors

between communicators establish between communicators establish the basis of different assumption the basis of different assumption from which respond.from which respond.

3- The level of knowing and accepting 3- The level of knowing and accepting beliefs and behaviors of others.beliefs and behaviors of others.

What Is Culture?What Is Culture?• Has different meanings in different Has different meanings in different

contextscontexts

• ““Culture is shared learned behavior Culture is shared learned behavior which is transmitted from one which is transmitted from one generation to another for the purposes generation to another for the purposes of promoting individual and social of promoting individual and social survivalsurvival”” (Marsella, as cited in Porter (Marsella, as cited in Porter & Samovar, 2004)& Samovar, 2004)

What is Culture? (Cont)What is Culture? (Cont)• Culture is a set of values, beliefs, Culture is a set of values, beliefs,

norms, customs, rules and codes norms, customs, rules and codes that lead people to define that lead people to define themselves as a distinct group, themselves as a distinct group, giving them a sense of community giving them a sense of community (Adler et al, 2002)(Adler et al, 2002)

• Culture is learned = enculturation Culture is learned = enculturation • Culture= international and localCulture= international and local

Three approaches to study Three approaches to study cultureculture

1/ 1/ The social science approachThe social science approach : This is : This is the most traditional and is built on the the most traditional and is built on the methods assumptions derived from methods assumptions derived from psychology and sociology. It assumed psychology and sociology. It assumed that behavior can be observed, measured that behavior can be observed, measured and predicted. Here communication is and predicted. Here communication is seen influenced by culture, and the seen influenced by culture, and the primary interest is in describing and primary interest is in describing and comparing cultures.comparing cultures.

2/ The interpretive Approach2/ The interpretive Approach : This : This approach derives its methods from approach derives its methods from anthropology and linguistics. It emphasis the anthropology and linguistics. It emphasis the objective experience of the individual. Here objective experience of the individual. Here communication is seen as creating and communication is seen as creating and maintaining culture.maintaining culture.

3/ The Critical Approach3/ The Critical Approach :The critical :The critical approach is primarily concerned with approach is primarily concerned with creating change by examining power creating change by examining power relationships within cultures. It stresses the relationships within cultures. It stresses the importance of social, political, economic and importance of social, political, economic and historical contexts and its focus on social historical contexts and its focus on social rather than individual relations. According to rather than individual relations. According to this view , power relationships characterize this view , power relationships characterize all intercultural transactions. all intercultural transactions.

Summary of cultureSummary of culture

The Characteristics of The Characteristics of cultureculture

Culture is learnedCulture is learned• Enculturation= activity of learning oneEnculturation= activity of learning one’’s cultures culture• How do we learn culture?How do we learn culture?

– InteractionsInteractions– ObservationObservation– ImitationImitation

• Where do we learn cultures?Where do we learn cultures?– ProverbsProverbs– Folktales, Legends, MythsFolktales, Legends, Myths– ArtArt– Mass MediaMass Media

The Characteristics of culture The Characteristics of culture (cont)(cont)

• Culture is transmittedCulture is transmitted– Communication continues culture- Communication continues culture-

values, language, religions etcvalues, language, religions etc

• Culture is based on symbolsCulture is based on symbols– Various forms- spoken, written, non-Various forms- spoken, written, non-

verbalverbal

The Characteristics of culture The Characteristics of culture (cont)(cont)

• Culture is dynamicCulture is dynamic– InnovationInnovation– DiffusionDiffusion– AcculturationAcculturation

• Culture is an integrated systemCulture is an integrated system– Cultural elements are interrelatedCultural elements are interrelated– One element will affect another in a One element will affect another in a

cultureculture

CULTURAL PATTERNS/CULTURAL PATTERNS/CULTURAL DIFFERENCESCULTURAL DIFFERENCES

• HofstedeHofstede’’s Value dimensionss Value dimensions– Power distancePower distance– Uncertainty avoidanceUncertainty avoidance– Individualism/collectivismIndividualism/collectivism– Masculinity/femininityMasculinity/femininity– Long term/short term orientationLong term/short term orientation

• HallHall’’s High and Low contexts High and Low context

HofstedeHofstede’’s value s value dimensionsdimensions

• Explores thinking and social action Explores thinking and social action differences among members of more differences among members of more than 50 nationsthan 50 nations

• Classified each country (1-50) of the Classified each country (1-50) of the five value dimensionsfive value dimensions

• The rankings offer values and The rankings offer values and comparisons across cultures comparisons across cultures

Individualism/CollectivismIndividualism/Collectivism

Individualism Collectivism

1. Stress on individuals2. Independent self3. Reward individual

achievement4. Value individual

uniqueness

Eg: United States, Australia, Great Britain, Canada & New Zealand

1. Emphasize on in-groups2. Interdependent3. Reward on groups4. Share in-group beliefs

Eg: Pakistan, Venezuela, Colombia, Taiwan, Peru & Africa

Power DistancePower Distance

High Power Distance•Do not share power•People are not equal•Social hierarchy to show inequality•Emphasize on status and rank

Eg: India, Africa, Brazil, Singapore, Greece, Venezuela, Mexico and the Philippines

Low power distance•Minimize power•People have access to power•Hierarchy to show roles inequality•Superiors look less powerful

Eg: Austria, Finland. Denmark, Norway, United States, New Zealand & Israel

Masculinity/FemininityMasculinity/Femininity

Masculinity•Dominant values are male oriented•Expect men to be assertive, ambitious, competitive

Eg: Ireland, the Philippines, Greece, Venezuela, Austria, Japan, Italy & Mexico

Femininity•Nurturing roles•Promote sexual equality

Eg: Sweden, Norway, Finland, Denmark & the Netherlands

Uncertainty AvoidanceUncertainty Avoidance

High Uncertainty Avoidance•Avoid uncertainties & ambiguities•More formal rules•Do not tolerate deviant ideas/behaviors•Seek Consensus•Believe in absolute truths/ expertise

Eg: Portugal, Greece, Peru, Belgium & Japan

•Accept uncertainties•Few rules•Tolerate the unusual•Dislike hierarchy•Depend on themselves rather than experts

Eg: Sweden, Denmark, Ireland, Norway, US, Finland & Netherlands

Low Uncertainty Avoidance

Long term/Short term Long term/Short term orientationorientation

Long term orientation•Strong work ethic•Show great respect to employers•Value social order & long range goals

Eg: China, Hong Kong, Taiwan, Japan & South Korea

Short Term orientation•Deemphasize high status•Postpone old age•Short term results•Immediate needs

E.g: United states, Great Britain, Canada & The Philippines

HallHall’’s High and Low s High and Low contextcontext

High Context Low context•Most meanings come from context, not from words•People are homogenous•Communication through gestures, silence & space (non-verbal communication)

Eg: Native Americans, Japanese, Arab, Chinese & Korean

People are less homogenousMost meanings come from verbal messageCommunication through spoken words

Eg: German, Swiss, Scandinavian & North American

Potential problems in intercultural

communication1. Similarities vs. differences

– Most people seek for others with whom they have (habits, looks, behaviors)

– The tendency to seek similarities excludes differences

2. Withdrawal– Avoiding face-to-face

interactions– Detached and isolated

Potential problems in intercultural

communication3. Anxiety

– Feeling lack of security in a new environment

– Differences are a threat4. Uncertainty reduction

– Incorrect interpretation of cultural behaviours

– Fear, dislike and distrust at the first intercultural encounters

What Is Intercultural Conflict?

• Conflict = a struggle between you and at least one or more individuals whom you perceive as frustrating and interfering with the achievement of your goals (McDaniel, Porter & Samovar, 2007)

• Intercultural conflict = the perceived and/or actual incompatibility of values, expectancies, processes or outcomes between two or more parties from different cultures over substantive and/or relational issues (Ting Toomey, as cited in McDaniel, Porter & Samovar, 2007)

Western approaches: Western approaches: managing conflictmanaging conflict

• Americans employ five approaches Americans employ five approaches to dealing with conflict:to dealing with conflict:– AvoidanceAvoidance– AccommodatingAccommodating– CompetingCompeting– CompromiseCompromise– CollaboratingCollaborating

AvoidanceAvoidance• denial or withdrawaldenial or withdrawal• a conflict will disappear if it is just a conflict will disappear if it is just

ignoredignored• Can be either mental (silence/ not Can be either mental (silence/ not

taking part in interactions) or taking part in interactions) or physical (removing yourself from physical (removing yourself from conflict)conflict)

• Avoidance is often used when Avoidance is often used when conflict seems to worsenconflict seems to worsen

• Not a popular approach to conflict Not a popular approach to conflict for Americans or individualistic for Americans or individualistic cultures.cultures.

AccommodateAccommodate

• One is willing to give up his/her One is willing to give up his/her own needs and goals to satisfy own needs and goals to satisfy the other personthe other person’’s desiress desires

• The strategy contributes to an The strategy contributes to an uneasy and tense relational uneasy and tense relational state.state.

• The strategy leads to poor The strategy leads to poor conclusions because only one conclusions because only one point of view is discussed and point of view is discussed and create a situation where one create a situation where one person can talk advantage of person can talk advantage of anotheranother

CompetingCompeting

• Winning at all costsWinning at all costs• Forcing oneForcing one’’s wishes on s wishes on

another person by verbal another person by verbal aggression, intimidation or aggression, intimidation or manipulationmanipulation

• Competing is a Competing is a fundamental American fundamental American valuevalue

• Most used by AmericansMost used by Americans

CompromiseCompromise

• Finding the middle course Finding the middle course with each party agreeing with each party agreeing to make concessions to the to make concessions to the othersothers

• ““Give something upGive something up”” or or make a make a ‘‘tradetrade’’ to resolve to resolve conflictconflict

• It is better to get It is better to get something instead of something instead of nothingnothing

CollaboratingCollaborating

• All parties resolve conflictAll parties resolve conflict• Attempting at maintaining a Attempting at maintaining a

productive relationship and productive relationship and resolve conflict resolve conflict collaboratively toward a collaboratively toward a common goalcommon goal

• EveryoneEveryone’’s needs and goals s needs and goals can be satisfied can be satisfied

• The most sought-after The most sought-after method of settling conflictsmethod of settling conflicts

Cultural ManagementCultural Management• Every company has its own Every company has its own ““personalitypersonality””

or culture. For an organization to be or culture. For an organization to be successful over the long term, its successful over the long term, its culture needs to be managed effectively.culture needs to be managed effectively.

• To help firms define their culture and To help firms define their culture and understand how it affects behavior and understand how it affects behavior and organizational success.organizational success.

• to manage culture as a competitive to manage culture as a competitive advantage.advantage.

Cultural Management Cultural Management (con.)(con.)

Focus upon:Focus upon:• Identifying what the culture really is Identifying what the culture really is

(versus what the company says or thinks (versus what the company says or thinks it is) it is)

• Determining what the culture should be Determining what the culture should be to promote behavior consistent with the to promote behavior consistent with the company's goals company's goals

• Developing a plan to take the company Developing a plan to take the company from where it is to where it needs to be from where it is to where it needs to be with respect to its culture with respect to its culture

Proxemic (Space Communication)

• Edward Hall (1959, 1963, 1976) distinguishes four proxemic distances that define types of relationships between people and the types of communication in which they are likely engaged

Copyright © Allyn & Bacon 2006 34

Spatial Distances

Intimate 0 - 18 in.

Copyright © Allyn & Bacon 2006 35

Space Communication -

Proxemics

• Spatial Distances

Intimate 0 - 18 in.

Personal 18 in.- 4 feet

Copyright © Allyn & Bacon 2006 36

Space Communication -

Proxemics

• Spatial Distances

Intimate 0 - 18 in.

Personal 18 in.- 4 feet

Social 4 feet – 12 feet

Copyright © Allyn & Bacon 2006 37

Space Communication -

Proxemics

• Spatial Distances

Intimate 0 - 18 in.

Personal 18 in.- 4 feet

Social 4 feet – 12 feet

Public 12 feet - 25+ feet

How to improve intercultural

communication/Strategic communication

1. Know yourself• What is your culture?

– You see the world through your culture

– Examine negative/positive impacts

• What are your personal attitudes?– Identify your prejudices, bias and

opinions– Your attitude influence your

response

How to improve intercultural

communication/Strategic communication2. Give feedback

• Cultures differ in listening process– Direct listening (France, Germany & the U.S): listen

for facts and concrete information, direct eye contact– Indirect listening (Finland, Japan & Sweden): no

interruption and be polite, attune to non-verbal cues

• Encourage verbal and non-verbal feedback– Ask questions in cultures that value “talking”– Avoid a direct “no” feedback in Asian cultures

How to improve intercultural

communication/Strategic communication3. Learn to adapt

• Be aware of challenges in cultural adaptation

– Language as a strong barrier– Ethnocentrism= biasness that lead

people judge according to their own cultural standard

• Increase contact with the host culture– Join community activities– Use mediated communication to

learn about the host culture (internet, television, film etc)

Any questions?Any questions?

Thank you!Thank you!