Chapter 10
The Importance of Effective Communication
Effective communication is considered a critical requirement for success in any organisation.
It is the foundation for productivity, as it ensures that instructions are understood and that
diverse team members can collaborate towards shared goals. As shown in the "Project
Management Tree" illustration, without clear communication, different stakeholders (customers,
leaders, designers, and programmers) can have vastly different and incorrect interpretations of
the same objective, leading to wasted resources and failure.
Language and Communication Discrimination
Language discrimination occurs when employees are treated less favourably based on their
native language or their ability to speak a specific language, such as English or Afrikaans. In
South Africa, this is a significant issue because:
Marginalisation: Dominant cultures often impose their language and history while
downplaying or disregarding others.
Hegemonic Practices: Certain ways of speaking (such as Anglo-English) are often
coded as "normal" or "professional," while other languages or accents are excluded from
power structures.
Barriers to Entry: Using language as a tool for exclusion can prevent qualified
individuals from participating in decision-making or advancing in their careers.
Barriers to Effective Communication
Several obstacles can hinder clear communication in a diverse environment:
Misinterpretation of Cues: Unspoken messages are often easily misinterpreted by
people from different races, genders, or cultures.
Language Gaps: A lack of a shared "diversity grammar" or vocabulary makes it difficult
to discuss sensitive issues like privilege and oppression.
Fear and Silence: Ignorance of differences creates fear, which is compounded by an
inability to communicate with people who disagree on difficult issues. This can lead to a
"wall of silence" that deadens creativity and synergy.
Implicit Bias: Preconceived notions about an individual based on their background can
cloud a person's reality and rational reasoning during a dialogue.
Critical Requirements for Effective Communication
To achieve effective communication in a diverse workplace, the following are necessary:
“Talk It Through” Skill: Utilizing specific diversity skills to navigate misunderstandings
(referenced as Table 10.1 in the textbook).
Polite Communication: Maintaining a culture of freedom, respect, and dignity.
Nuanced Understanding: Developing a textured understanding of different cultural
perspectives to avoid "jumping to conclusions".
Active Listening: A willingness to listen and an attempt to truly understand the other
person’s point of view.
Importance of Verbal and Non-Verbal Communication
Communication is split into two distinct but equally important categories:
Verbal Communication
Characteristics: Includes directness of speech, the use of raised voices, the use of
silence, and the level of formality required in specific locations.
Cultural Variance: Different cultures have different norms for when to speak and when
to remain silent. For example, some may view silence as a sign of agreement or respect,
while others may find it uncomfortable.
Non-Verbal Communication
Non-verbal cues are often more powerful than words but are highly susceptible to cultural
misinterpretation:
Gestures: No gestures are universal. The "okay" sign in the US means "money" to a co-
worker from Japan.
Eye Contact: In mainstream American culture, high eye contact signifies power;
however, in many other cultures, less eye contact is a sign of respect.
Personal Space: People may feel unconsciously uncomfortable if a colleague stands
too close, even if they aren't aware that "conventional distance" is the issue.
Punctuality (Time): Westerners value punctuality highly, viewing tardiness as a sign of
laziness or incompetence. Other cultures may view time more flexibly.
Physical Contact: In business settings, any touch other than a handshake is generally
considered unwise.
Language Diversity and Its Impact
Language diversity is an asset when managed correctly but can lead to exclusion if ignored:
Sense of Belonging: An inclusive approach emphasizes establishing a sense of
belonging for all, which involves valuing all linguistic contributions.
Power Dynamics: CDL (Critical Diversity Literacy) recognizes that power constructs
differences; those who control the "lexicon" or vocabulary of the organisation often hold
the power.
Creative Synergy: Overcoming linguistic barriers allows for different perspectives to be
brought to the table, leading to better problem-solving and innovation.
South African Official Languages in the Workplace
South Africa's "multifaith constitutional democracy" protects the right of everyone to use the
language of their choice (Section 30 of the Bill of Rights).
Organisations are encouraged to be familiar with important words and expressions from
the official languages to facilitate respect.
Specific phrases and terms for the workplace are provided in Table 10.2 of the
prescribed textbook (page 248), which covers greetings and professional expressions in
various South African languages to bridge cultural divides.