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Chapter 4
Communicating Across Cultures
Mary Ellen Guffey, Business Communication: Process and Product, 4eCopyright © 2003
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 2
Increasing Importance of Multicultural Communication
• Technological advancements
• General global interconnectivity
• Globalization of markets
• Multicultural workforce
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 3
Understanding Culture
How is culture like a computer program?
Society, gender, race, age, religion, and other factors control our reactions and behavior.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 4
Characteristics of Culture
1. Culture is learned.
2. Cultures are inherently logical.
3. Culture forms our self-identity and
community.
4. Culture combines the visible and the
invisible.
5. Culture is dynamic.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 5
Selected Dimensions of Culture
Context
• High-context cultures (in Japan, China, and Arab countries) tend to be relational, collectivist, intuitive, and contemplative.
• Low-context cultures (in North America, Scandinavia, and Germany) tend to be logical, linear, and action-oriented.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 6
Individualism• High-context cultures prefer group values,
duties, and decisions.
• Low-context cultures tend to prefer individual initiative, self-assertion, personal achievement.
Selected Dimensions of Culture
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 7
Formality
• Other cultures may prefer more formality.
• North Americans place less emphasis on tradition, ceremony, and social rules.
Selected Dimensions of Culture
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 8
Communication Style
• High-context cultures rely on nonverbal cues and the total picture to communicate. Meanings are embedded at many social levels.
• Low-context cultures emphasize words, straightforwardness, openness. People tend to be informal, impatient, literal.
Selected Dimensions of Culture
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 9
Time Orientation• Time is unlimited and never-ending in some
cultures. Relaxed attitude toward time.
• Time is precious to North Americans. It correlates with productivity, efficiency, and money.
Selected Dimensions of Culture
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 10
High-Context and Low-Context Cultures
High
Low
JapaneseArabLatin AmericanSpanishEnglishItalianFrenchNorth AmericanScandinavianGermanSwiss
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 11
Improving Communication With Multicultural Audiences
• Learn foreign phrases.
• Use simple English.
• Speak slowly and enunciate clearly.
• Observe eye messages.
• Encourage accurate feedback.
• Check frequently for comprehension.
Oral Messages
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 12
• Accept blame.
• Listen without interrupting.
• Tell speakers if you don’t understand.
• Remember to smile!
• Follow up in writing.
Oral Messages
Improving Communication With Multicultural Audiences
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 13
• Adapt to local formats.
• Use short sentences and short paragraphs.
• Avoid ambiguous expressions.
• Strive for clarity.
• Use correct grammar.
Written Messages
Improving Communication With Multicultural Audiences
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 14
• Cite numbers carefully.
• Accommodate reader in organization, tone, and style.
Written Messages
Improving Communication With Multicultural Audiences
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 15
Making Ethical DecisionsAcross Borders
• 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.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 16
Tips for Capitalizing onWorkforce Diversity
• Seek training.• Understand the value of differences.• Don’t expect conformity.• Create zero tolerance for bias and stereotypes.• Learn about your cultural self.• Make fewer assumptions.• Build on similarities.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 17
Proverbs Reflect Culture
What do these proverbs tell us about this culture and its values?
U.S. ProverbsWaste not, want not.
He who holds the gold makes the rules.
If at first you don’t succeed, try, try again.
The early bird gets the worm.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 18
What do these proverbs tell us about this culture and its values?
Chinese ProverbsA man who waits for a roast duck to fly into his mouth must wait a very, very long time.A man who says it cannot be done should not interrupt a man doing it.Give a man a fish, and he will live a day; give him a net, and he will live a lifetime.
Proverbs Reflect Culture
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 19
Other Proverbs
No one is either rich or poor who has not helped himself to be so. (German)
Words do not make flour. (Italian)
Wealth that comes in at the door unjustly, goes out at the windows. (Egyptian)
Proverbs Reflect Culture
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 20
Comparing U.S. and Foreign Views
How Many U.S. Persons View Themselves
Informal, friendly, casual
Egalitarian
Direct, aggressive
Efficient
Goal- and achievement-oriented
Profit-oriented
Resourceful, ingenious
Individualistic, progressive
Dynamic, identify with work
Enthusiastic, prefer hard sell
Open
How Many Foreigners View U.S. Persons
Undisciplined, too personal
Insensitive to status
Blunt, rude, oppressive
Opportunistic, obsessed with time
Promise more than they deliver
Materialistic
Deals more important than people
Self-absorbed
Driven
Deceptive, fearsome
Weak, untrustworthy
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 21
Diversity Demographics Quiz
1. By 2050, what percent of the U.S. population will be made up of Asians, Hispanics, African-Americans, and other nonwhite groups?
a. 47 percent c. 67 percent
b. 57 percent d. 77 percent
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 22
1. By 2050, what percent of the U.S. population will be made up of Asians, Hispanics, African-Americans, and other nonwhite groups?
a. 47 percent c. 67 percent
b. 57 percent d. 77 percent
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 23
2. The most dramatic workforce change since the 1960s is the growing number of _______ in the workforce.
a. Hispanics c. African Americans
b. seniors (65+) d. women
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 24
2. The most dramatic workforce change since the 1960s is the growing number of _______ in the workforce.
a. Hispanics c. African Americans
b. seniors (65+) d. women
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 25
3. Of the 43 million Americans who have disabilities, 20 million are of working age (16 to 64). How many of this group are unemployed?
a. 10 million c. 14 million
b. 12 million d. 16 million
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 26
3. Of the 43 million Americans who have disabilities, 20 million are of working age (16 to 64). How many of this group are unemployed?
a. 10 million c. 14 million
b. 12 million d. 16 million
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 27
4. By the year 2050, what percent of the workforce will be 55 years of age or older?
a. 15 percent c. 40 percent
b. 25 percent d. 50 percent
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 28
4. By the year 2050, what percent of the workforce will be 55 years of age or older?
a. 15 percent c. 40 percent
b. 25 percent d. 50 percent
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 29
5. What percent of the total U.S. population speaks a language other than English at home?
a. 4 percent c. 24 percent
b. 14 percent d. 34 percent
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 30
5. What percent of the total U.S. population speaks a language other than English at home?
a. 4 percent c. 24 percent
b. 14 percent d. 34 percent
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 31
6. What are the two most racially and ethnically diverse states in the U.S.?
a. Florida, New York c. New York, California
b. Florida, California d. New Mexico, California
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 32
6. What are the two most racially and ethnically diverse states in the U.S.?
a. Florida, New York c. New York, California
b. Florida, California d. New Mexico, California
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 33
7. What are the two least ethnically and racially diverse states?
a. North, South Dakota c. Maine, Vermont
b. Wyoming, Nevada d. Arkansas, Illinois
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 34
7. What are the two least ethnically and racially diverse states?
a. North, South Dakota c. Maine, Vermont
b. Wyoming, Nevada d. Arkansas, Illinois
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 35
8. What percent of U.S. working-age women are in the labor market?
a. 55 percent c. 75 percent
b. 65 percent d. 85 percent
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 36
8. What percent of U.S. working-age women are in the labor market?
a. 55 percent c. 75 percent
b. 65 percent d. 85 percent
Diversity Demographics Quiz
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 37
End