Cross

Cross Culture
Culture
Communication
Communication
INTERCULTURAL
COMMUNICATION

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• 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.

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

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 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.

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• 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.
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• Two trends that have made
intercultural business
communication so important
are:
1. Market globalization
2. Multicultural workforce

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• 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.

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 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.

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 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.

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• 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]

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 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
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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).

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• 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."

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• 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
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 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.

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• 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.

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• 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.

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• 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 19
• Which context culture do
you think India falls into?

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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.

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 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

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 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.

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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.

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 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.

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• 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.

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