Chapter 3

Local and Global Communication in Multicultural Setting

Communication is often defined as the sharing of information, ideas, and messages

between two or more people. The primary goal, of course, of communication, is to
understand the information being conveyed or share, at the same time, also to be
understood. One of the ways successful communication can be achieved is to have the
involved parties share a mutual knowledge of how the signs and symbols used in
communication come together to create meaning. However, communication is not as
simple as sending and receiving messages as it may involve interaction between people
that come from different backgrounds and culture. More often than not, how people
impart and understand a message would depend on how they derive or inject meaning
into what is being said (or not said). People read into information based on their
knowledge of it, and their knowledge is ultimately shaped by the culture and
environment they are in. It is important to understand that what is defined as
appropriate in terms of communication can differ from person to person or from culture
to culture. Communicating in an appropriate way would require finding ways to impart
and receive messages with respect to the cultural differences between individuals
involved in the communication process. Therefore, to be able to communicate
effectively in a local and global setting, one must be able to understand that there are
internal and external differences one must take into consideration before diving into the
process of communication.

What Is Culture?
By Kim Ann Zimmermann

Culture is the characteristics and knowledge of a particular group of people,

encompassing language, religion, cuisine, social habits, music and arts.

The Center for Advance Research on Language Acquisition goes a step further,
defining culture as shared patterns of behaviors and interactions, cognitive constructs
and understanding that are learned by socialization. Thus, it can be seen as the growth
of a group identity fostered by social patterns unique to the group.

"Culture encompasses religion, food, what we wear, how we wear it, our language,
marriage, music, what we believe is right or wrong, how we sit at the table, how we
greet visitors, how we behave with loved ones, and a million other things," Cristina De
Rossi, an anthropologist at Barnet and Southgate College in London, told Live Science.

The word "culture" derives from a French term, which in turn derives from the Latin
 greet visitors, how we behave with loved ones, and a million other things," Cristina De
Rossi, an anthropologist at Barnet and Southgate College in London, told Live Science.

The word "culture" derives from a French term, which in turn derives from the Latin
"colere," which means to tend to the earth and grow, or cultivation and nurture. "It
∴
shares its etymology with a number of other words related to actively fostering growth,"
De Rossi said.

w Western culture
^
The term "Western culture" has come to define the culture of European countries as
well as those that have been heavily influenced by European immigration, such as the
United States, according to Khan University. Western culture has its roots in the
Classical Period of the Greco-Roman era and the rise of Christianity in the 14th century.
Latin _
_
celtic Other drivers of Western culture include Latin, Celtic, Germanic and Hellenic ethnic and
linguistic groups. Today, the influences of Western culture can be seen in almost every
Getmaniscountry in the world.
Hellerier
E . Eastern culture
Eastern culture generally refers to the societal norms of countries in Far East Asia
(including China, Japan, Vietnam, North Korea and South Korea) and the Indian
subcontinent. Like the West, Eastern culture was heavily influenced by religion during
its early development, but it was also heavily influenced by the growth and harvesting of
rice, according to the book "Pathways to Asian Civilizations: Tracing the Origins and
Spread of Rice and Rice Cultures" by Dorian Q. Fuller. In general, in Eastern culture
there is less of a distinction between secular society and religious philosophy than there
is in the West.
Culture is often defined as the learned patterns and attitudes shared by a group of
people (Martin& Nakayama, 2010). Culture shapes one’s perceptions and ideas, which
in turn, would also shape how one interacts, gives meaning to and draws meanings
from the signs, symbols, and messages he or she may encounter everyday.

What is intercultural Communication?

[ J
Intercultural communication is the study and application of knowledge on
“cultural perceptions and symbol systems” of people belonging to different
cultures.

The intended meaning of any message differs when encoded by a person of a

certain culture and decoded by someone of the other. The different meanings of
symbols in different culture also vary making the interpretation difficult.

“Intercultural communication,’ can…be defined as the interpersonal interaction

between members of different groups, which differ from each other in respect of the
 The intended meaning of any message differs when encoded by a person of a
certain culture and decoded by someone of the other. The different meanings of
symbols in different culture also vary making the interpretation difficult.

“Intercultural communication,’ can…be defined as the interpersonal interaction

between members of different groups, which differ from each other in respect of the
knowledge shared by their members and in respect of their linguistic forms of symbolic
behaviour.”
– Karlfried Knapp

The differences of cultures and backgrounds affect communication. In fact, culture

becomes a significant determiner of how people approach any form of communication.
One’s environment can significantly change his or her perception about certain issues
in the society which in turn would also determine how she or he would communicate
ideas he or she may want to tackle.

In addition, people from different backgrounds often encounter difficulties in

processing meanings and understanding messages due to the difficulties in
understanding certain factors of communication such as language, context, and
meaning. Communication problems often occur when there is a lack of understanding
about how certain cultures work.
Ultimately, the only way to lessen miscommunication in a intercultural context is
to understand that no two individuals are alike and that every person comes from a
background that may be different from one another. It is only by observing and leaning
the cultures of other people that one can possibly lessen the gap created by cultural
differences.

Types of Intercultural Communication

There are basically two types of intercultural communication: Verbal communication and
non-verbal communication.

" Verbal communication consists of words used to communicate messages whereas

non-verbal communication is gestures that give out messages.

Spoken and written language are parts of verbal communication which must be
considered highly while in intercultural communication. Cultural factors affect verbal
communication as people can sometimes not be able to speak or write in the language
of the receiver. Use of words, dialects, accents, slang, etc. can also be different
according to their own cultures.

Similarly, non-verbal cues consist of communication that occurs without words like
facial expressions, hand and body movements, eye contact, use of objects, clothing,
etc. They help in making message clear or can give the different message as well.
 of the receiver. Use of words, dialects, accents, slang, etc. can also be different
according to their own cultures.

Similarly, non-verbal cues consist of communication that occurs without words like
2 facial expressions, hand and body movements, eye contact, use of objects, clothing,
etc. They help in making message clear or can give the different message as well.

Examples of Intercultural Communication

Examples of Intercultural Communication

Language difference makes international business companies difficult to adjust to local

environment and culture. For instance, Coca-Cola Company once tried to find a
phonetic equivalent of their brand to be used in China and thought of using KeKou-
KeLa. But the meaning of the terms made them change their decision as the direct
translation of those words would be “bite the wax tadpole” or “female horse stuffed with
wax”.
Similarly, direct translations of one language to another can cause problems like the ad
of General Motors “Body by Fisher” could be translated into “Corpse by Fisher” in
Flemish language. Another example is an advertisement of wine translated into Swiss
from English which said “Our wines leave you nothing to hope for.”

Cite this article as: Palistha Maharjan, "Intercultural Communication," in Businesstopia, January
9, 2018, [Link]
In non-verbal communication also these kinds of problems might arise. For instance, “thumbs
up” sign is taken as a symbol to say okay in most cultures but it has offending meanings in Iran,
Latin America, and some other cultures.
Similarly, eating with hands is considered to be an accepted way to eat in Indian culture
but is taken as manner-less in many other cultures.

Importance of Intercultural Communication

but is taken as manner-less in many other cultures.

Importance of Intercultural Communication

Lacking in intercultural communication can lead to the insult of the culture and people
involved. Especially for business people or people providing services in the areas out of
their culture. People interpret messages based on their culture, so what you mean might
not be what the other person understands. Your intentions might not be met as their
attribution towards you might be telling them something else about you.

Intercultural differences also cause lack of trust between people as the meaning of trust
itself can be different. Non-verbal communication difference can also increase trust
issues between people.

Material culture and its use are also different between cultures like the use of spoons
and chopsticks for eating. Other things like architecture, clothing, cosmetics, etc. differ
culture-wise and if you do not have knowledge of it, your communication fails or is not
effective.

Managing Intercultural Communication

Managing Intercultural Communication

One needs to manage and prepare oneself with enough information in order to
communicate with people from different Some of the ways you can manage intercultural
communications are:

▪ Be culturally sensitive and aware

▪ Gain knowledge of the culture you have to adapt
▪ Think of what the other person will interpret before saying
▪ Be aware of non-verbal cues you are giving
▪ Listen, encode and decode carefully
▪ Use pictures if you don’t know words to describe it
▪ Avoid slang and local language
▪ Get a feedback
▪ Be observant
▪ Be open-minded and tolerant
▪ Respect others culture and people
▪ Be resourceful
▪ Don’t be ethnocentric and bigotry

High Context Culture and Low Context Cultures

One framework for understanding intercultural communication is the concept of

high and low context cultures. This concept refers to the values’ cultures place upon
direct and indirect communication. (Neese, 2016).

According to scholars, high-context and low-context cultures rely on the verbal anf non-
verbal cues present in the interaction to draw meaning from the messages.
 One framework for understanding intercultural communication is the concept of
high and low context cultures. This concept refers to the values’ cultures place upon
direct and indirect communication. (Neese, 2016).

According to scholars, high-context and low-context cultures rely on the verbal anf non-
verbal cues present in the interaction to draw meaning from the messages.

Highconteat Asian, African, Arab, Central European and Latin American cultures are
ーーー
generally considered to be high-context cultures. For these cultures, they tend to
put up a premium or the relationships they have with the people they interact
with. Productivity would depend on how these relationships work within and among the
members of the group. Nonverbal cues are very important and more often control how
the message is understood more than the verbal cues, which may be more indirect than
direct (Halverson & Tirmizi, 2008).
indirect , dise
Hall and Hall proposed a "spectrum" of national cultures from "High-Context
cultures" to "Low-Context Cultures. This has been expanded to further countries
by Sheposh & Shaista.

Some recognized examples include: Higher-context culture: China, Korea, Japan,

other Asian countries, Saudi Arabia, Pakistan, Afghanistan, Iran, Mauritania,
Oman, and Yemen, Africa, India, Latin America, the Pacific islands, France,
Greece, Ireland, Italy, and Russia. In the United States, Native Americans and
Hawaiian islanders are also considered high-context Lower-context culture:
United States, Germany, Norway, Denmark, Switzerland, Sweden, Finland, Canada

(USE Australial
and other European nations.

How context culture

On the other hand, western cultures with European roots, such as the United States
and Australia, are generally considered to be low-context cultures (Neese, 2016).
Contrary to high-context cultures, Low-context cultures prefer direct over indirect
communication. They may not put too much value on the nonverbal cues present in
the communication. Relationships do not seem to play a significant role in the
communication process. Ideas and information are sent and received explicitly
(Halverson & Tirmizi, 2008).
direct>indirect
Examples of low-context cultures include Germany, Norway, Denmark,
Sweden, Finland, Canada, and the United States. Since North American business
practices tend to follow low-context norms.

Cultural differences shape how people interact and communicate with others.
According to Goman (2011) ,people in Japan, a high-context culture, would rather
communicate face-to-face than over electronic devices, which are often preferred by
people in highly-industrialized countries such as US, UK, Germany, etc, which are
considered low-context cultures. This is because the Japanese place more value on
the relationships they create and establish through communication.

The United States can be considered as an individualistic culture (low-context)

which emphasizes individual goals, whereas, Japan can be seen as a collectivist
culture (high-context) wherein a person defines himself based in his relationship with
others (Sping, 2000).
 The United States can be considered as an individualistic culture (low-context)
which emphasizes individual goals, whereas, Japan can be seen as a collectivist
culture (high-context) wherein a person defines himself based in his relationship with
others (Sping, 2000).

Potential areas for Misinterpretation in Intercultural Communication

According to AJ Schuler (2003), miscommunication in a cross-cultural setting can

be minimized if one is aware of the different areas wherein misinterpretation can occur.
He came up with a list of potential hot spots in intercultural communication which more
often than not, have become areas for miscommunication. Looking into these areas
and studying them before interacting with people from other cultures can greatly help
lessen the obstacles one would need to navigate in the communication process.

1. Opening and closing conversations

Different cultures have different ways of going about addressing someone in

terms of whom should be addressed first, how they should be addressed. Who
speaks first or who closes the conversation can also differ from one culture to
another. In some situations, addressing someone in a manner that is not
common in a particular culture can often be seen as rude and disrespectful.

2. Taking turns during conversations

There are appropriate ways of interacting with other people in all cultures. In
some, turn taking is often welcomed whereas, in other cultures, listening and
reserving comment after the conversation is preferred. Other cultures believe
that giving an immediate response can be seen as a challenge or humiliation.

3. Interrupting

In some culture, interruption during a conversation can be acceptable especially

when it is within the context of the interaction. However, in other cultures
interrupting in the middle of a conversation, regardless of the point being made,
can be viewed as impolite.

4. Using silence

The use of silence and the amount of silence in communication can be

4. Using silence

The use of silence and the amount of silence in communication can be

interpreted in many ways depending on the culturein which one is interacting. In
some cases, silence before a response to a conversation would give the
impression of thoughtfulness and consideration to the first speaker. On the other
hand, silence can also come off as a sign of hostility or indifference to others.

5. Using Appropriate topic of conversation

Appropriateness of topics could largely depend on the situation one is in, and the
culture one belongs to. In some cultures, talking about money can be seen as
unethical and embarrassing. In some cultures, however, one can easily talk and
ask about how much a person earns. In Asian cultures, talking about family
issues with those who are not part of the family can be construed as
inappropriate. Many Asian cultures protect family issues fiercely.
Appropriateness of topics to discuss is not only determined by where one is from
but also their religion, educational background, etc.

6. Using Humor

In western culture, humor is often used as an icebreaker in communication to

help establish rapport with others. In some ways, humor is used to make an
atmosphere less stifling and more relaxed. In other cultures and situations,
however, using humor in a conversation is disrespectful.

7. Knowing how much to say

Knowing how much to say and when to say it can also determine the success of
communication. Many people from western cultures prefer communicating in a
straight-to-the-point manner ;whereas, those from Asian cultures are less
confrontational, thereby utilizing a more indirect approach in discussing certain
matters.

8. Sequencing elements during a conversation

When to say things is as important as what one says and how one says things.
A speaker should always consider the timing in which he or she should introduce
a topic, negotiate, or ask for directions. Often, people struggle about when they
should change direction in terms of the conversation or how far into the
conversation would it be appropriate to ask questions.

It is important to note, however, that culture being mentioned here is not merely
limited to geographics. Cultural differences may also be determined by gender,
 A speaker should always consider the timing in which he or she should introduce
a topic, negotiate, or ask for directions. Often, people struggle about when they
should change direction in terms of the conversation or how far into the
conversation would it be appropriate to ask questions.

It is important to note, however, that culture being mentioned here is not merely
limited to geographics. Cultural differences may also be determined by gender,
age, religion, education, position, political affiliations, and so on. For example,
some religions would strongly define the roles of men and women within the
society which would, in turn, how they interact with people of the opposite sex.

Intercultural communication is an ever-evolving process. As cultures

continue to grow, morph, adapt and interact with each other, how people
communicate will continue to change over time. As technology and travel
continue to make access to the rest of the world easier and more convenient, It is
important to understand the differences in culture should be studied to allow for
better communication and interaction among the members of the global
community. No culture is better than the other, and no culture is perfect. It is
only when people understand this that they can learn to adapt and interact with
one another when people understand this that they can learn to adapt and
interact eith one another in a harmonious level.