PURPOSIVE COMMUNICATION Chapter 2 - GEC107

LOCAL AND GLOBAL
COMMUNICATION IN
MULTICULTURAL
SETTINGS
Chapter 2
Janine B. Arevalo, MPA
Globalization
What is Globalization?
PRINCIPALLY, GLOBALIZATION IS AN ECONOMIC

CONCEPT, BUT IT ALSO HAS A CULTURAL ELEMENT AS
IDEAS AND TRADITIONS ARE TRADED AND
ASSIMILATED (GRAY, WORLD ECONOMIC FORUM 2017).
Global communication is directly affected by the
process of globalization, and helps to increase business
opportunities, remove cultural barriers and develop a
How does it affect global village. Both globalization and global
communication have changed the environmental,
communication? cultural, political and economic elements of the world.
INCREASED BUSINESS OPPORTUNITIES
In order to understand how globalization

affects global communication, here is an FEWER CULTURAL BARRIERS
article by Anam Ahmed (2018) entitled, The
Effects of Globalization on Global
Communication: CREATION OF A GLOBAL VILLAGE
COMMUNICATION IN
MULTICULTURAL SETTINGS
Take the following scenarios:
a. In Nicaragua, it is common to point with the lips instead of the thumb or the index finger like
the majority of the world.
b. Spitting in Greek culture is a kind of good luck charm that is supposed to help ward off evil.
c. In Japan, making slurping sounds while eating is an indication that you are enjoying your food
—which is considered rude in Western countries.
d. For the Yoruba tribe in Nigeria, the youths drop to their knees when greeting adults; more
specifically, women kneel while the men lie prostrate.
e. In some countries such as much of the Middle East, Sri Lanka, India, and other parts of Africa,
using the left hand for eating or other activities is considered quite rude and insulting.
- 11 Surprising Customs Around the World, Lily Cichanowicz, April 2018
Culture
Characteristics of Culture
Culture is Culture is Culture is Culture is Culture is

learned shared. based on integrated. dynamic.
symbols.
Cultural Iceberg
Model
EDWARD HALL, CONSIDERED AS THE FATHER OF
INTERCULTURAL COMMUNICATION, DEVELOPED THE
ICEBERG ANALOGY OF CULTURE. IF THE CULTURE OF
SOCIETY WAS THE ICEBERG, THEN THERE ARE SOME
ASPECTS VISIBLE (ABOVE THE WATER), BUT THERE IS ALSO
A LARGER PORTION HIDDEN BENEATH THE SURFACE. HALL
ALSO PROPOSED THAT THIS EASILY VISIBLE PART OF
CULTURE ONLY COMPRISES 10% OF ITS TOTALITY AND THE
90% IS HIDDEN
Multicultural
Communication
Multicultural communication involves interacting with
people from different cultural backgrounds and mediating
these differences through language, non-verbal gestures,
and space relationships.
Challenges in Multicultural
Communication
Ethnocentrism
is the belief that your own group or culture is superior to
other groups and cultures.
Prejudice
is a negative attitude toward a group of people just
because of who they are.
Challenges in Multicultural
Communication
Stereotyping
means generalizing about some groups of people, thus
oversimplifying their culture.
DIFFERENT COMMUNICATION
STYLES
6 fundamental The way people communicate varies widely
patterns of cultural
between, and even within, cultures. One
aspect of communication style is language
use. Across cultures, some words and
differences compiled
phrases are used in different ways.
by Du Praw and DIFFERENT ATTITUDES

TOWARDS CONFLICT
Axner (1997). Some cultures view conflict as a positive

thing while others view it as something to
be avoided.
DIFFERENT APPROACHES TO COMPLETING
TASKS
From culture to culture, there are different ways that

people move toward completing tasks. Some reasons
6 fundamental include different access to resources, different

judgments of the rewards associated with task
patterns of cultural
completion, different notions of time, and varied ideas
about how relationship-building and task-oriented work
should go together
differences compiled DIFFERENT DECISION-MAKING STYLES

by Du Praw and The roles individuals play in decision-making vary
Axner (1997).
widely from culture to culture. For example,
Americans usually delegate but for people in Southern
European and Latin American countries, there is a
strong value placed on holding decision-making
responsibilities on oneself. Be aware that individuals’
expectations about their own roles in shaping a
decision may be influenced by their cultural frame of
reference.
DIFFERENT ATTITUDES TOWARD
DISCLOSURE
6 fundamental In some cultures, it is not appropriate to be frank

about emotions, about the reasons behind a conflict
patterns of cultural or a misunderstanding, or about personal

information. Keep this in mind when working with
others.
differences compiled DIFFERENT APPROACHES TO KNOWING

by Du Praw and Notable differences occur among cultural groups
Axner (1997).
when it comes to the ways people come to know
things. European cultures tend to consider
information acquired through cognitive means
(counting, measuring) more valid than other ways
of coming to know things.
Communicating
Across Cultures
Carol Kinsey Goman, 2011
High-Context vs. Low-Context
All international communication is influenced by cultural

differences. Even the choice of communication medium can
have cultural overtones. The determining factor may not be the
degree of industrialization, but rather whether the country falls
into a high-context or low-context culture.
Communicating
Across Cultures
Sequential vs. Synchronic
Some cultures think of time sequentially, as a linear commodity

to "spend," "save," or "waste." Other cultures view time
synchronically, as a constant flow to be experienced at the
moment, and as a force that cannot be contained or controlled.
In sequential cultures (like North American, English, German,
Swedish, and Dutch), businesspeople give full attention to one
agenda item after another.
Communicating
Across Cultures
Affective vs. Neutral
In international business practices, reason and emotion both play a

role. Which of these dominates depends upon whether we are
affective (readily showing emotions) or emotionally neutral in our
approach. Members of neutral cultures do not telegraph their
feelings but keep them carefully controlled and subdued. In
cultures with high effect, people show their feelings plainly by
laughing, smiling, grimacing, scowling, and sometimes crying,
shouting, or walking out of the room.
Communicating
Across Cultures
Affective vs. Neutral
In international business practices, reason and emotion both play a

role. Which of these dominates depends upon whether we are
affective (readily showing emotions) or emotionally neutral in our
approach. Members of neutral cultures do not telegraph their
feelings but keep them carefully controlled and subdued. In
cultures with high effect, people show their feelings plainly by
laughing, smiling, grimacing, scowling, and sometimes crying,
shouting, or walking out of the room.
Avoid Stereotyping
Enhancing Practice
Communication There is Not One Right Way to Communicate
Skills in Listen Actively and Empathetically
Multicultural Always Respect Others
Settings Clarify
People are Multidimensional

ASSIGNMENT
WATCH WEBSITE
Connected, but alone? | Sherry Turkle https://www.youtube.com/watch?
v=t7Xr3AsBEK4
WATCH WEBSITE
How social media can make history - Clay Shirky https://www.youtube.com/watch?
v=ASZJE15E0SY
REACTION PAPER
Impact of Globalization on how people communicate, and vise versa
Do not exceed 500 words

Deadline: 2D class - October 10
2H class - October 13

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LOCAL AND GLOBAL

PRINCIPALLY, GLOBALIZATION IS AN ECONOMIC

INCREASED BUSINESS OPPORTUNITIES

In order to understand how globalization

Culture is Culture is Culture is Culture is Culture is

by Du Praw and DIFFERENT ATTITUDES

Axner (1997). Some cultures view conflict as a positive

From culture to culture, there are different ways that

6 fundamental include different access to resources, different

differences compiled DIFFERENT DECISION-MAKING STYLES

6 fundamental In some cultures, it is not appropriate to be frank

patterns of cultural or a misunderstanding, or about personal

differences compiled DIFFERENT APPROACHES TO KNOWING

High-Context vs. Low-Context

All international communication is influenced by cultural

Sequential vs. Synchronic

Some cultures think of time sequentially, as a linear commodity

Affective vs. Neutral

In international business practices, reason and emotion both play a

Affective vs. Neutral

In international business practices, reason and emotion both play a

People are Multidimensional

Do not exceed 500 words

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