Impact of Culture on Impact of Culture on CommunicationCommunication

Importance of Sensitivity to Importance of Sensitivity to Cultural DifferencesCultural Differences

“The business world is becoming “The business world is becoming more global. Distance and time-more global. Distance and time-wise, we are closer than ever.. wise, we are closer than ever..

But we are still learning to But we are still learning to understand each other’s mind-understand each other’s mind-

set. We need to develop cultural set. We need to develop cultural awareness in order to be awareness in order to be successful,” says Michiru successful,” says Michiru

Tamanai, Director of training in Tamanai, Director of training in Sheraton Hotels, Hawaii. Sheraton Hotels, Hawaii.

Examples:-Examples:-United StatesUnited States has a low- has a low-

context culture; People there context culture; People there rely mostly on verbal rely mostly on verbal

communication to convey their communication to convey their messages. messages.

JapaneseJapanese have a high-context have a high-context culture and so they rely more on culture and so they rely more on

circumstances and nonverbal circumstances and nonverbal actions to communicate their actions to communicate their

messagesmessages

Offensive actions to Offensive actions to JapaneseJapanese::

Gestures such as leaning on a Gestures such as leaning on a wall, using an index finger to wall, using an index finger to

summon someone and moving summon someone and moving things with one’s feet. things with one’s feet.

Businesses need to promote Businesses need to promote a multicultural work a multicultural work

environment for global environment for global competitivenesscompetitiveness

Intercultural CommunicationIntercultural Communicationis the process of sending and is the process of sending and receiving messages between receiving messages between

people whose cultural people whose cultural background leads them to background leads them to

interpret verbal and nonverbal interpret verbal and nonverbal signs differently. signs differently.

Two trends contributing to the Two trends contributing to the increasing importance of increasing importance of

intercultural communication are intercultural communication are market globalizationmarket globalization and the and the

multicultural workforcemulticultural workforce. .

The Global MarketplaceThe Global MarketplaceMarket globalization is the Market globalization is the

increasing tendency of the world increasing tendency of the world to act as one market. to act as one market.

Technological advances in travel Technological advances in travel and telecommunications are the and telecommunications are the

driving force behind market driving force behind market globalization.globalization.

Natural boundaries and national Natural boundaries and national borders have disappeared.borders have disappeared.

Domestic markets are getting Domestic markets are getting opened to worldwide competition opened to worldwide competition and businesses look for new growth and businesses look for new growth opportunitiesopportunities for their goods and for their goods and servicesservices

Natural boundaries and national borders have Natural boundaries and national borders have disappeared.disappeared.Domestic markets are getting opened to Domestic markets are getting opened to worldwide competition and businesses look for worldwide competition and businesses look for new growth opportunitiesnew growth opportunities for their goods and for their goods and servicesservices

With the help of fax machines, overnight With the help of fax machines, overnight delivery services, e-mail and the Internet even delivery services, e-mail and the Internet even the tiny firms can tap the sales potential of the tiny firms can tap the sales potential of overseas markets with the help of fax overseas markets with the help of fax machines, e-mail and the internet. machines, e-mail and the internet.

The Multicultural The Multicultural WorkforceWorkforce

Today’s workforce is increasingly made up Today’s workforce is increasingly made up of people who differ in race, gender, age, of people who differ in race, gender, age, culture, family structure, religion and culture, family structure, religion and educational background. Such a cultural educational background. Such a cultural diversity affects how its business messages diversity affects how its business messages are conceived, planned, sent, received and are conceived, planned, sent, received and interpreted in the workplace. interpreted in the workplace.

It is estimated that by 2010, minorities will It is estimated that by 2010, minorities will account for 50 percent of the account for 50 percent of the U.S.population.U.S.population.

Immigrants will account for half of all new Immigrants will account for half of all new U.S. workers.U.S. workers.

A diverse workforce brings with A diverse workforce brings with it a wide range of skills, it a wide range of skills, traditions, backgrounds, traditions, backgrounds,

experiences, outlooks and experiences, outlooks and attitudes towards work that can attitudes towards work that can

affect employee behaviour. affect employee behaviour. Supervisors must be able to Supervisors must be able to

communicate with and motivate communicate with and motivate these diverse employees while these diverse employees while

fostering cooperation and fostering cooperation and harmony among them.harmony among them.

Improving Intercultural Improving Intercultural SensitivitySensitivity

Culture is a shared system of Culture is a shared system of symbols, beliefs, attitudes, symbols, beliefs, attitudes,

values, expectations, and norms values, expectations, and norms for behaviour. Cultures differ for behaviour. Cultures differ

widely from group to group and widely from group to group and may vary in a number of ways, may vary in a number of ways, including their rate of change, including their rate of change,

degree of complexity and degree of complexity and tolerance towards outsiderstolerance towards outsiders

Distinct groups that exist within Distinct groups that exist within a major culture are referred to a major culture are referred to

as as subculturessubcultures. Indonesia has a . Indonesia has a variety of ethnic subcultures. variety of ethnic subcultures.

Japan is homogeneous and has Japan is homogeneous and has only a few subcultures.In US, only a few subcultures.In US, there are subcultures such as there are subcultures such as Mexican Americans, Mormons, Mexican Americans, Mormons, Russian immigrants, and so on.Russian immigrants, and so on.

Communication can be improved Communication can be improved effectively across cultures by effectively across cultures by

recognizing cultural differences recognizing cultural differences and then overcoming one’s own and then overcoming one’s own

ethnocentrism. ethnocentrism. Ethnocentrism is the tendency to Ethnocentrism is the tendency to judge all other groups according judge all other groups according to one’s own group’s standards, to one’s own group’s standards,

behaviours and customs.behaviours and customs.

Recognize Cultural Recognize Cultural DifferencesDifferences

The greater the difference between The greater the difference between cultures, the greater the chance for cultures, the greater the chance for misunderstanding.misunderstanding.

Ex:- US Engineers believe in detailed Ex:- US Engineers believe in detailed e-mails French Engineers believe in e-mails French Engineers believe in concise e-mailsconcise e-mails

Reaction-French felt US was Reaction-French felt US was patronising patronising

US felt French was withholding US felt French was withholding information information

““Treat people not the way I want Treat people not the way I want to be treated but the way they to be treated but the way they

want to be treated”want to be treated”

Intercultural sensitivity can be Intercultural sensitivity can be improved by recognizing and improved by recognizing and accomodating 4 main types of accomodating 4 main types of

cultural differences: cultural differences: contextual,ethical, social, and contextual,ethical, social, and

nonverbal. nonverbal.

Contextual DifferencesContextual DifferencesPeople assign meaning to a People assign meaning to a

message according to cultural message according to cultural context.context.

Cultural context is the pattern of Cultural context is the pattern of physical cues, environmental physical cues, environmental

stimuli, and implicit stimuli, and implicit understanding that convey understanding that convey

meaning between two members meaning between two members of the same culture. of the same culture.

High-context CultureHigh-context CulturePeople rely less on verbal People rely less on verbal

communication and more on the communication and more on the context of nonverbal actions and context of nonverbal actions and environmental setting to convey environmental setting to convey meaning. The rules of everyday meaning. The rules of everyday

life are rarely explicit. Ex- A life are rarely explicit. Ex- A Chinese speaker expects the Chinese speaker expects the

receiver to discover the essence receiver to discover the essence of a message and use of a message and use

indirectness to provide a web of indirectness to provide a web of meaning.meaning.

Low-context cultureLow-context culturePeople rely more on verbal People rely more on verbal communication and less on communication and less on circumstances and cues to circumstances and cues to

convey meaning. Ex:- An English convey meaning. Ex:- An English speaker transmits the meaning speaker transmits the meaning of the message very clearly and of the message very clearly and

often places the sentences in often places the sentences in chronological sequence to chronological sequence to

establish a cause-and effect establish a cause-and effect pattern.pattern.

In a In a low-context culturelow-context culture, such , such as United States or Germany, as United States or Germany, people rely more on verbal people rely more on verbal communication and less on communication and less on

circumstances to convey circumstances to convey meaning. Rules are usually meaning. Rules are usually

spelled out through statements spelled out through statements such as “Please wait until I’ve such as “Please wait until I’ve finished.” “You may go if you finished.” “You may go if you

like.”like.”

Decision-making PracticesDecision-making PracticesIn low-context cultures decisions In low-context cultures decisions

are reached as quickly as are reached as quickly as possible.possible.

Agreements are made and Agreements are made and details are worked out later. But details are worked out later. But in high-context cultures, such as in high-context cultures, such as Greece, details are not ignored. Greece, details are not ignored.

Lengthy decision-making is Lengthy decision-making is encouraged. Spending time on encouraged. Spending time on each little point is considered a each little point is considered a

mark of good faith.mark of good faith.

Problem-Solving TechniquesProblem-Solving TechniquesHigh-context cultures avoid High-context cultures avoid confrontation and debate. confrontation and debate.

Sometimes a third party is also Sometimes a third party is also being used as a go-between.being used as a go-between.

Low-context cultures encourage Low-context cultures encourage open disagreement. open disagreement.

Negotiating StylesNegotiating StylesHigh-context cultures emphasize High-context cultures emphasize

relationships and a sociable relationships and a sociable atmosphere when negotiating, atmosphere when negotiating, whereas low-context cultures whereas low-context cultures

view negotiations impersonally view negotiations impersonally and focus on economic goalsand focus on economic goals

Negotiating StylesNegotiating StylesHigh-context cultures emphasize High-context cultures emphasize

relationships and a sociable relationships and a sociable atmosphere when negotiating, atmosphere when negotiating, whereas low-context cultures whereas low-context cultures

view negotiations impersonally view negotiations impersonally and focus on economic goalsand focus on economic goals

Legal and Ethical DifferencesLegal and Ethical DifferencesCultural context also influences Cultural context also influences

legal and ethical behaviour.legal and ethical behaviour.Ex:- Low-context cultures value Ex:- Low-context cultures value the written word. High-context the written word. High-context

cultures consider personal cultures consider personal pledges more important than pledges more important than

contracts.contracts.Low-context cultures adhere to Low-context cultures adhere to

the law strictlythe law strictlyHigh-context cultures view law High-context cultures view law

with flexibilitywith flexibility

In United Kingdom and the In United Kingdom and the United States-someone is United States-someone is

presumed innocent until proved presumed innocent until proved guiltyguilty

In Mexico and Turkey-someone In Mexico and Turkey-someone is presumed guilty until proved is presumed guilty until proved

innocent.innocent.This is important if a firm has to This is important if a firm has to

communicate about a legal communicate about a legal dispute in another countrydispute in another country

Ethical choices can be even Ethical choices can be even more complicated when more complicated when

communicating across cultures; communicating across cultures; Ex:-bribing officials is viewed Ex:-bribing officials is viewed

differently from culture to differently from culture to culture.culture.

In the United States bribing In the United States bribing officials is illegal, but Kenyans, officials is illegal, but Kenyans,

Chinese, Russians and few other Chinese, Russians and few other nations consider paying such nations consider paying such

bribes a part of life.bribes a part of life.

The industrialized nations have The industrialized nations have signed a treaty that makes pay-signed a treaty that makes pay-offs to foreign officials a criminal offs to foreign officials a criminal offense. But bribery will not end offense. But bribery will not end just because a treaty has been just because a treaty has been

signed, but supporters are signed, but supporters are optimistic that countries will optimistic that countries will

ratify the treaty, pass legislation ratify the treaty, pass legislation and enforce the new laws and enforce the new laws

stringently.stringently.

When communicating across When communicating across cultures, keep your messages cultures, keep your messages ethical by applying 4 basic ethical by applying 4 basic principles:principles:*Actively seek mutual ground*Actively seek mutual ground*Send and receive messages *Send and receive messages without judgement without judgement *Send messages that are honest*Send messages that are honest*Show respect for cultural *Show respect for cultural differencesdifferences

Social DifferencesSocial DifferencesSocial behaviour is another Social behaviour is another distinguishing factor among distinguishing factor among

culturesculturesFormal rules of etiquette are Formal rules of etiquette are explicit and well-defined, butexplicit and well-defined, but

informal rules are learned informal rules are learned through observation and through observation and

imitationimitation

When formal rules are violated When formal rules are violated people can explain why they people can explain why they

feel upset.feel upset.When informal rules are When informal rules are

violated people are likely to violated people are likely to feel uncomfortablefeel uncomfortable

Ex:- the way people value Ex:- the way people value wealth, recognize status, define wealth, recognize status, define manners and think about timemanners and think about time

Attitudes towards Attitudes towards MaterialismMaterialismPeople from the United States People from the United States emphasize hard work, material emphasize hard work, material success efficiency more than success efficiency more than people in other countries do.people in other countries do.Ex:- US workers annually put in Ex:- US workers annually put in almost 300 more hours at work almost 300 more hours at work than West Germans and 60 than West Germans and 60 more hours than their Japanese more hours than their Japanese peerspeers

Roles and StatusRoles and StatusRespect and rank are reflected Respect and rank are reflected

differently from culture to differently from culture to culture in the way people are culture in the way people are

addressed and in their working addressed and in their working environmentenvironment

Ex:- Women, in many countries, Ex:- Women, in many countries, still don’t play a prominent role still don’t play a prominent role

in business, so female in business, so female executives who visit these executives who visit these

countries are not taken countries are not taken seriously.Women are free in the seriously.Women are free in the

United States but not in the United States but not in the Middle eastMiddle east

Use of MannersUse of MannersThe rules of polite behaviour The rules of polite behaviour vary from countryvary from country to countryto country

Ex:-In Arab countries it is Ex:-In Arab countries it is impolite to take gifts to a man’s impolite to take gifts to a man’s

wifewifeIn India if you are invited to visit In India if you are invited to visit someone’s home any time, an someone’s home any time, an

unexpected visit is always unexpected visit is always welcomed.welcomed.

Nonverbal DifferencesNonverbal DifferencesNonverbal elements are Nonverbal elements are

apparent in attitudes towards apparent in attitudes towards personal space and in body personal space and in body

languagelanguageConcepts of personal space:- Concepts of personal space:-

People in Canada and the United People in Canada and the United States may stand about 5feet States may stand about 5feet

apart during a business apart during a business conversationconversation

But this distance is close for But this distance is close for Germans and far for ArabsGermans and far for Arabs

Use of Body LanguageUse of Body LanguageIn the United States and Canada In the United States and Canada if people don’t meet their gaze , if people don’t meet their gaze , it means they are evasive and it means they are evasive and dishonest, but in many parts of dishonest, but in many parts of

Asia, keeping one’s eyes Asia, keeping one’s eyes lowered is a sign of respect.lowered is a sign of respect.

Overcome EthnocentricismOvercome EthnocentricismStereotyping is the attempt to Stereotyping is the attempt to categorize individuals by trying categorize individuals by trying to predict ;their behaviour or to predict ;their behaviour or character on the basis of their character on the basis of their

membership in a particular membership in a particular groupgroup

Ex:-Japanese visitors stereotype Ex:-Japanese visitors stereotype Americans as walking fast, Americans as walking fast,

asking too many questions.. asking too many questions.. Move beyond stereotypes to Move beyond stereotypes to

relationships with real people relationships with real people

To overcome To overcome ethnocentricism:-ethnocentricism:-

**Acknowledge distinctionsAcknowledge distinctions: : Accept the differences between Accept the differences between

another person’s culture and another person’s culture and your ownyour own

**Avoid assumptionsAvoid assumptions: Don’t : Don’t assume that others will act the assume that others will act the

same way you do same way you do **Avoid judgementsAvoid judgements: When : When

people act differently, don’t people act differently, don’t conclude that they are in errorconclude that they are in error

IMPROVING IMPROVING COMMUNICATION ACROSS COMMUNICATION ACROSS

CULTURESCULTURESStudy other cultures:Learning as Study other cultures:Learning as much as possible about another much as possible about another culture will enhance your ability culture will enhance your ability

to communicate with its to communicate with its membersmembers

People from the US are often People from the US are often uninformed about the customs uninformed about the customs

of other culturesof other cultures

HandshakeHandshakeSpain-Handshake lasts five to Spain-Handshake lasts five to

seven strokes and pulling away seven strokes and pulling away too soon may be interpreted as too soon may be interpreted as

rejection. rejection. France-the preferred handshake France-the preferred handshake

is only a single strokeis only a single strokeArab countries-Turning down Arab countries-Turning down

food, drink, or hospitality of any food, drink, or hospitality of any kind is insulting, but don’t kind is insulting, but don’t

accept too quickly either. A accept too quickly either. A polite refusal is expected before polite refusal is expected before

you finally accept. you finally accept.

Tips from successful Tips from successful intercultural business peopleintercultural business people1.Assume differences until 1.Assume differences until similarity is provedsimilarity is proved2. Take responsibility for 2. Take responsibility for communicationcommunication3. Withhold judgement3. Withhold judgement4. Show respect4. Show respect5. Empathize5. Empathize6. Tolerate ambiguity6. Tolerate ambiguity

7.Look beyond the superficial7.Look beyond the superficial8.Be patient and persistent8.Be patient and persistent9. Recognize your own cultural 9. Recognize your own cultural biasesbiases10.Be flexible10.Be flexible11.Emphasize common ground11.Emphasize common ground12.Send clear messages12.Send clear messages13.Deal with the individual13.Deal with the individual14. Learn when to be direct14. Learn when to be direct15. Treat your interpretation as 15. Treat your interpretation as a working hypothesisa working hypothesis

Overcome Language BarriersOvercome Language BarriersLanguage barriers can result Language barriers can result

from your choice of words and from your choice of words and from the fact that words can be from the fact that words can be

interpreted in more than one interpreted in more than one way way

eg:- In France, eg:- In France, catastrophe catastrophe means relatively small problemmeans relatively small problemIn Germany, it means an earth In Germany, it means an earth

shaking eventshaking event

Breaking through ESL Breaking through ESL (English as a Second (English as a Second Language) BarriersLanguage) Barriers

Slang and idioms, local accents Slang and idioms, local accents and pronunciation, and vocal and pronunciation, and vocal variations can pose problems variations can pose problems

when you are speaking to when you are speaking to people from other culturespeople from other cultures

Breaking through Foreign Breaking through Foreign Language BarriersLanguage Barriers

English is the most prevalent English is the most prevalent languagelanguage in internationalin international

business, but it’s a mistake to business, but it’s a mistake to assume that everyone assume that everyone

understands it. For a long-term understands it. For a long-term business relationship with business relationship with

people of another culture, it is people of another culture, it is helpful to learn their language. helpful to learn their language.

Many people use translators and Many people use translators and some give training in English some give training in English

languagelanguage

THANK YOUTHANK YOU