b3b97Cross cultural communication

8/7/2019 b3b97Cross cultural communication

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CROSS CULTURALCROSS CULTURAL

COMMUNICATIONCOMMUNICATION--MODULE IIIMODULE III Characteristics of cultureCharacteristics of culture

Social DifferencesSocial Differences

Contextual DifferencesContextual Differences Nonverbal DifferencesNonverbal Differences

EthnocentrismEthnocentrism



PRESENTED BY PRESENTED BY

PROF (DR) SHEFALI BAK SHIPROF (DR) SHEFALI BAK SHI

DY. DIRECTOR (ASL)DY. DIRECTOR (ASL)



In order to better understandIn order to better understandculture, it is useful to closelyculture, it is useful to closelyexamine its characteristics and their examine its characteristics and their ramifications.ramifications. In this section of theIn this section of the

tutorial, you will learn about thetutorial, you will learn about thespecific advantages that culturespecific advantages that culture

gives our species.gives our species. You will alsoYou will alsolearn about culture's limitations andlearn about culture's limitations and

shortcomingsshortcomings



Culture Is An AdaptiveCulture Is An Adaptive

MechanismMechanism Culture has been a highly successfulCulture has been a highly successful adaptiveadaptive

mechanismmechanism for our species.for our species. It has given us a majorIt has given us a majorselective advantage in the competition for survival withselective advantage in the competition for survival withother life forms.other life forms. Culture has allowed the global humanCulture has allowed the global humanpopulation to grow from less than 10 million peoplepopulation to grow from less than 10 million peopleshortly after the end of the last ice age to more than 6.5shortly after the end of the last ice age to more than 6.5

billion people today, a mere 10,000 years later.billion people today, a mere 10,000 years later. CultureCulturehas made us the most dangerous and the most has made us the most dangerous and the most destructive large animal on our planet.destructive large animal on our planet. It is ironic that It is ironic that despite the power that culture has given us, we aredespite the power that culture has given us, we aretotally dependent on it for survival.totally dependent on it for survival. We need ourWe need our

cultural skills to stay alive.cultural skills to stay alive.



Culture is learnedCulture is learned

New born humans are amazing learningNew born humans are amazing learningmachines.machines. Any normal baby can beAny normal baby can be

placed into any family on earth and growplaced into any family on earth and growup to learn their culture and accept it asup to learn their culture and accept it ashis or her own.his or her own. SinceSince culture is nonculture is non--instinctiveinstinctive, we are not genetically, we are not genetically

programmed to learn a particular oneprogrammed to learn a particular one



Every human generation potentially can discoverEvery human generation potentially can discovernew things and invent better technologies.new things and invent better technologies. TheThenew cultural skills and knowledge are addednew cultural skills and knowledge are added

onto what was learned in previousonto what was learned in previousgenerations.generations. As a result,As a result, culture isculture iscumulativecumulative.. Due to this cumulative effect,Due to this cumulative effect,most high school students today are nowmost high school students today are now

familiar with mathematical insights and solutionsfamiliar with mathematical insights and solutionsthat ancient Greeks such as Archimedes andthat ancient Greeks such as Archimedes andPythagoras struggled their lives to discoverPythagoras struggled their lives to discover





Cultures ChangeCultures Change

The regular addition and subtraction of The regular addition and subtraction of cultural traits results in culturecultural traits results in culture

change.change.A

ll cultures change overA

ll cultures change overtimetime----none is static.none is static. However, the rate of However, the rate of change and the aspects of culture that change and the aspects of culture that change varies from society to society.change varies from society to society.



Change can occur as a result of both inventionChange can occur as a result of both inventionwithin a society as well as thewithin a society as well as the diffusiondiffusion of of cultural traits from one society tocultural traits from one society toanother.another. Predicting whether a society will adopt Predicting whether a society will adopt new cultural traits or abandon others isnew cultural traits or abandon others iscomplicated by the fact that complicated by the fact that the variousthe various

aspects of a culture are closely interwovenaspects of a culture are closely interwoveninto a complex patterninto a complex pattern.. Changing one trait Changing one trait will have an impact on other traits because theywill have an impact on other traits because theyare functionally interconnected.are functionally interconnected. As a result,As a result,there commonly is a resistance to majorthere commonly is a resistance to major

changes.changes.



The common response in all societies to otherThe common response in all societies to other

cultures is to judge them in terms of the valuescultures is to judge them in terms of the valuesand customs of their own familiar culture.and customs of their own familiar culture. ThisThisisis ethnocentrismethnocentrism .. Being fond of your ownBeing fond of your ownway of life and condescending or even hostileway of life and condescending or even hostiletoward other cultures is normal for alltoward other cultures is normal for allpeople.people. Alien culture traits are often viewed asAlien culture traits are often viewed asbeing not just different but inferior, lessbeing not just different but inferior, lesssensible, and even "unnatural."sensible, and even "unnatural."

People Usually are not Aware of Their Culture



Our ethnocentrism causes us to be shocked andOur ethnocentrism causes us to be shocked and

even disgusted at attitudes about other animals ineven disgusted at attitudes about other animals indifferent cultures.different cultures. This North American womanThis North American womanconsiders her dog to be a close friend and essentiallyconsiders her dog to be a close friend and essentiallya member of her own family.a member of her own family. In the Muslim world,In the Muslim world,dogs are generally considered to be dirty animals that dogs are generally considered to be dirty animals that

are likely to be kicked if they get in the way.are likely to be kicked if they get in the way.In someIn someareas of Southeast Asia, dogs have multiple functions,areas of Southeast Asia, dogs have multiple functions,

including being a source of food for peopleincluding being a source of food for people



Our ethnocentrism can prevent us fromOur ethnocentrism can prevent us from

understanding and appreciating anotherunderstanding and appreciating anotherculture.culture. When anthropologists study otherWhen anthropologists study othersocieties, they need to suspend their ownsocieties, they need to suspend their ownethnocentric judgments and adopt aethnocentric judgments and adopt a culturalculturalrelativity approachrelativity approach.. That is, they try to learnThat is, they try to learn

about and interpret the various aspects of theabout and interpret the various aspects of theculture they are studying in reference to that culture they are studying in reference to that culture rather than to the anthropologist's ownculture rather than to the anthropologist's ownculture.culture. This provides an understanding of howThis provides an understanding of howsuch practices as polygamy can function andsuch practices as polygamy can function and

even support other cultural traditionseven support other cultural traditions



Culture Gives Us a Range of Culture Gives Us a Range of

Permissible Behavior PatternsPermissible Behavior PatternsCultures commonly allow a range of ways in which men can be men andCultures commonly allow a range of ways in which men can be men andwomen can be women.women can be women. Culture also tells us how different activities shouldCulture also tells us how different activities shouldbe conducted, such as how one should act as a husband, wife, parent,be conducted, such as how one should act as a husband, wife, parent,child, etc.child, etc. These rules of permissible behavior are usually flexible to aThese rules of permissible behavior are usually flexible to adegreedegree----there are some alternatives rather than hard rules.there are some alternatives rather than hard rules. In NorthIn NorthAmerica, for instance, culture tells us how we should dress based on ourAmerica, for instance, culture tells us how we should dress based on ourgender, but it allows us to dress in different ways in different situations ingender, but it allows us to dress in different ways in different situations inorder to communicate varied messages and statuses.order to communicate varied messages and statuses. The clothing patternsThe clothing patternsof women in this society can be particularly rich and complex.of women in this society can be particularly rich and complex. TheirTheirclothing can be intentionally businessclothing can be intentionally business--like, recreational, as well as sexuallylike, recreational, as well as sexuallyattractive, ambiguous, neutral, or even repulsive.attractive, ambiguous, neutral, or even repulsive. North American womenNorth American womenare generally more knowledgeable than men about the subtleties of usingare generally more knowledgeable than men about the subtleties of usingclothing and other adornment to communicate their intentions.clothing and other adornment to communicate their intentions. The wideThe widerange of permissible ways of being a woman in North America today makesrange of permissible ways of being a woman in North America today makes

women somewhat unpredictable as individuals when others are trying towomen somewhat unpredictable as individuals when others are trying tounderstand their intentions but do not fully comprehend the culturalunderstand their intentions but do not fully comprehend the culturalpatterns.patterns. It is particularly hard for men from other cultures to comprehendIt is particularly hard for men from other cultures to comprehendthe subtle nuances.the subtle nuances. This at times can result in awkward or even dangerousThis at times can result in awkward or even dangeroussituations.situations.



Cultures No Longer Exist inCultures No Longer Exist in

IsolationIsolation Virtually all societies are now acquiringVirtually all societies are now acquiring

cultural traits from the economicallycultural traits from the economicallydominant societies of the world.dominant societies of the world. The most The most

influential of these dominant societiesinfluential of these dominant societiestoday are predominantly in North Americatoday are predominantly in North Americaand Western Europe.and Western Europe. However, evenHowever, even

these societies are rapidly adopting words,these societies are rapidly adopting words,foods, and other cultural traits from allfoods, and other cultural traits from allover the world.over the world.



The emergence of what is essentially a sharedThe emergence of what is essentially a sharedglobal culture is not likely to result in the current global culture is not likely to result in the current major cultures disappearing in the immediatemajor cultures disappearing in the immediatefuture the same way many of the smallfuture the same way many of the smallindigenous ones have.indigenous ones have. Language differencesLanguage differencesand ethnocentrism will very likely prevent that and ethnocentrism will very likely prevent that from happening.from happening. There are powerful conflictingThere are powerful conflictingtrends in the world today.trends in the world today. At the same timeAt the same timethat many people are actively embracingthat many people are actively embracingglobalismglobalism, others are reviving, others are reviving tribalismtribalism..



Culture and NonCulture and Non--VerbalVerbal

CommunicationCommunication Culture variations can affect the way peopleCulture variations can affect the way peoplecommunicate noncommunicate non--verbally. Actions that are not seen asverbally. Actions that are not seen asoffensive in your home country may be deemed so inoffensive in your home country may be deemed so inforeign business ventures. Although there are many, theforeign business ventures. Although there are many, the

following five are the most important:following five are the most important:

Immediacy and expressivenessImmediacy and expressiveness------These demonstrateThese demonstrateavailability for communication. High immediacy culturesavailability for communication. High immediacy culturesare called contact cultures, and are mostly located inare called contact cultures, and are mostly located in

warmwarm--temperature areas like Arab countries. Lowtemperature areas like Arab countries. Lowimmediacy cultures are lowimmediacy cultures are low--contact cultures, and arecontact cultures, and arefound in cool climates (most North European countries).found in cool climates (most North European countries).



Individualism vs. CollectivismIndividualism vs. Collectivism------IndividualisticIndividualisticcultures are more remote and display less noncultures are more remote and display less non--verbal communication. Collectivistic culturesverbal communication. Collectivistic culturesstress cohesion as a group, and spend time instress cohesion as a group, and spend time inclose proximity to one another.close proximity to one another.

MasculinityMasculinity------Women in lowWomen in low--masculinity culturesmasculinity culturesshow more synchrony in their movement thanshow more synchrony in their movement thanthose in highthose in high--masculinity cultures.masculinity cultures.



Power distancePower distance------Research shows that highResearch shows that high--powerpowerdistance cultures tend to be more untouchable, tend todistance cultures tend to be more untouchable, tend tobe more tense in subordinates body movement, tend tobe more tense in subordinates body movement, tend tosmile more for subordinates to appease superiors or tosmile more for subordinates to appease superiors or tobe polite, and tend to be more aware that vocalbe polite, and tend to be more aware that vocalloudness may be offensive to others.loudness may be offensive to others.

High and low context High and low context------Research has found that peopleResearch has found that peoplein high context cultures tend to be more implicit inin high context cultures tend to be more implicit inverbal codes, perceive highly verbal persons lessverbal codes, perceive highly verbal persons lessattractive, tend to be more reliant on and tuned intoattractive, tend to be more reliant on and tuned intononnon--verbal communication, and expect to have moreverbal communication, and expect to have more

nonnon--verbal codes in communication.verbal codes in communication.



Cultural VariationsCultural Variations

LowLow--Context CultureContext Culture 1. Overtly displays meanings through1. Overtly displays meanings through

direct communication forms.direct communication forms.

2. Values individualism.2. Values individualism.

3. Tends to develop transitory personal3. Tends to develop transitory personalrelationship.relationship.

4. Emphasizes linear logic.4. Emphasizes linear logic. 5. Values direct verbal interaction and5. Values direct verbal interaction and

is less able to read nonverbalis less able to read nonverbalexpressions.expressions.

6. Tends to use "logic" to present ideas.6. Tends to use "logic" to present ideas.

7. Tends to emphasize highly7. Tends to emphasize highlystructured messages,structured messages, give details, and placegive details, and placegreat stress on word and technical signs.great stress on word and technical signs.

HighHigh--Context CultureContext Culture 1. Implicitly embeds meanings at different 1. Implicitly embeds meanings at different

levels of the sociocultural context.levels of the sociocultural context.

2.2. Values group sense.Values group sense.

3. Tends to take time to cultivate and3. Tends to take time to cultivate andestablish a permanent personal relationship.establish a permanent personal relationship.

4. Emphasizes spiral logic.4. Emphasizes spiral logic.

5. Values indirect verbal interaction5. Values indirect verbal interactionand is more able to read nonverbaland is more able to read nonverbalexpressions.expressions.

6. Tends to use more "feeling" in6. Tends to use more "feeling" inexpression.expression.

7. Tends to give simple, ambiguous, non7. Tends to give simple, ambiguous, noncontexting messages.contexting messages.



CULTURE AND NONVERBALCULTURE AND NONVERBAL

COMMUNICATION [Conclusion]COMMUNICATION [Conclusion]

Cultural variations affect nonCultural variations affect non--verbalverbalcommunication in many ways. The five most communication in many ways. The five most important variations that we recognize are:important variations that we recognize are:

immediacy and expressiveness, individualism vs.immediacy and expressiveness, individualism vs.collectivism, the effect of masculinity, the powercollectivism, the effect of masculinity, the powerdistance in the culture, and the differencesdistance in the culture, and the differencesbetween high and lowbetween high and low--context cultures. Bycontext cultures. By

recognizing and adjusting for cultural differencesrecognizing and adjusting for cultural differencesthat are present across the globe, you canthat are present across the globe, you cansucceed in business endeavors abroad.succeed in business endeavors abroad.



CONTEXTUAL DIFFERENCESCONTEXTUAL DIFFERENCES

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b3b97Cross cultural communication