Module III
Lesson 1
Communicating in Multicultural
Settings
Introduction
In this module you will learn local and global communication in multicultural
settings. As you know in a global environment the ability to communicate effectively
can be a challenge. Even when both parties speak the same language there can still
be misunderstandings due to ethical and cultural differences. Over the last decade,
there have been countless examples from the business sector that demonstrate
how poor communication can lead to poor organizational performance.
Understanding the impact of globalization on cross-culture communication is
imperative for organizations seeking to create a competitive advantage in the
global market. Recent economic challenges further highlight the need for
organizations to develop the internal communication capacity necessary to control
and monitor external threats. As society becomes more globally connected the
ability to communicate across cultural boundaries has gained increasing
prominence.
Intended Outcomes: At the end of this module it is expected that you will be
able to:
1. Describe local and global communication in multicultural settings;
2. Determine communicative problems and solutions between and among
cultures;
3. Discuss how multicultural communication affects world communication
Discussion
What is culture all about?
According to Martin & Nakayama (2008 in Griffin & Bone 2014) culture is a
way of life that is cultivated and deepened in a community of people who share
similar beliefs, values, behaviors, and goals. Many of what we do every day, the
habits we repeat, and the customs we follow are unique to our own communities.
Culture plays a significant role in the way communication is shaped and achieved. It
forms the rules and norms that make communication either an easy task or truly a
complex process.
In any culture, there are certain sets of behaviour that are expected and
acceptable; there are also those that are considered disrespectful, demeaning, and
therefore, deemed unacceptable based on cultural norms and practices. These
behaviors may have to do with how we communicate to family members, relatives,
friends, acquaintances, and strangers.
Example:
The physical gesture of mano po is a traditional Filipino demonstration
of respect for older people. This gesture requires that a younger
member of the family reaches for an elder’s hand so that it may be put
on one’s bowed forehead as a sign of humility and acknowledgment of
one’s age and position in the family.
Customarily, young Filipinos address older female members of the
community as ate (older sister), tita (aunt), and older male members
as kuya (older brother) or tito (uncle)
Leaving the party without saying the long customary
goodbyesꟷleaving without observing this ritual ꟷ may be seen as rude
to the host’s feelings and efforts in extending hospitality.
Indeed, communicating an attitude of deference toward acquaintances within
the community or friends of the family is a unique cultural characteristic.
Habits and practices are learned through the necessary and enjoyable
interactions everybody experiences as part of the community.
But meaningful communication is not only achieved through words and
gestures in spoken or written language. Indeed being part of vibrant culture means
knowing how to communicate certain meanings in unique and special ways.
Because communication is an element of culture, it has often been said that
communication and culture are inseparable. As Smith (1966) wrote on his preface to
communication and culture, “Culture is a code we learn and share, and learning and
sharing require communication.”
We are simultaneously members of multiple cultural groups, such as a
national culture, ethnic culture, religious culture, gender culture, media culture,
social class culture, generation culture, which overlap to varying degrees.
According to Genevieve Hilton, “cultural proficiency doesn’t mean
memorizing every cultural nuance of every market. It’s knowing when to listen,
when to ask for help, and when-finally- to speak.” When countries are able to
exchange ideas and communicate in an open society everyone benefits. Kathleen
Stephens, US Ambassador to the Republic of Korea, summed it up by saying, “we
must use our shared interests and values to compliment and transform each other’s
growth.”
The purpose of communication is to transfer ideas and knowledge from one
entity to the other. The first step in communication is input; someone must say
something that is received by someone else. The communication loop is successful
when the receiver demonstrates that he or she understands what was being
communicated. From an organizational perspective there are many barriers that
can impede the flow of communication. These barriers include culture, technology,
language, workforce, and environment. For the purpose of this model :
Culture refers to the traditions and customs that are prevalent in the
country where each company is located. These traditions and customs
influence policies and procedures implemented by businesses.
Technology is simply the use of mediums such as email, Internet, text
messaging, and cell phones to communicate. When a company does
not have experience using a particular technological medium to
communicate it may rely on older methods that the other company
views as inadequate.
Language is what is spoken in the country where the company is
located. If the languages of two companies are different, then one
company must learn the others language or a new language must be
created.
Workforce refers to the internal structure of the company, including
employees, managers, and organizational leaders.
Environment refers to the external forces that affect the company.
Remember that communication is a two-way process; listen before you
speak. Many misunderstandings have occurred, not only because of mistakes in the
usage of words or expressions, but also because of the lack of goodwill and cultural
knowledge. Mistakes are normal part of life and at times if we are not careful our
mistakes can have lasting consequences.
Module 3. Lesson 1
Communicating in Multicultural Settings
Name_____________________________ Year and Section ____________
Score______
Assessment: Discuss well the following:
1. What is multicultural communication?
2. Identify the different problems in multicultural communication.
3. Give at least 3 unique traditions and practices you know that express special
meanings in certain cultures.
References:
Mercado, E. D. et al. (2018). Purposive Communication. Malabon City: Jimczyville
Publications.
Suarez, c., Perfecto, M. R. G., Canilao, M. L. E. N., Paez, D. B. I. (2018). Purposive
Communication in English. Quezon City: Ateneo de Manila Press.