Communicating in a
world of diversity
Communication Challenges in a
Diverse, Global Marketplace
Learning Objectives
1. Discuss the opportunities and challenges of intercultural
communication.
2. Define culture, explain how culture is learned, and define
ethnocentrism and stereotyping.
3. Explain the importance of recognizing cultural variations, and list
eight categories of cultural differences.
4. Identify seven steps you can take to improve your intercultural
communication skills.
Understanding the Opportunities and Challenges of
Communication in a Diverse World
Discuss the opportunities and challenges of intercultural
communication.
Opportunities in a Global Marketplace
● International communication skills provide
○ Increased profits
○ Increased revenue
○ Increased market share
○ More valued employees
Advantages of a Diverse Workforce
● A broader range of views and ideas
● A better understanding of diverse, fragmented markets
● A broader pool of talent from which to recruit
Primary and Secondary
Characteristics of
Diversity
Source :
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o/resources/what_diversity.html
Challenges of Intercultural Communication
● Connecting with and Motivating Diverse Employees
● Fostering Harmony in Diverse Teams
● Ensuring that Messages are Sent, Received, and Properly
Encoded
Cultural Influences Affect
● Language
● Nonverbal signals
● Word meaning
● Time and space issues
● Rules of human relationships
Developing Cultural Competency
Define culture, explain how culture is learned, and define
ethnocentrism and stereotyping.
Understanding the Concept of Culture (1 of 2)
● We Each Belong to Several Cultures, each with its Own
Special Language and/or Customs
○ Ethnic group
○ Religious group
○ Professional group
Understanding the Concept of Culture (2 of 2)
● Automatic
● Coherent
● Complete
Overcoming Ethnocentrism and Stereotyping
Ethnocentrism Xenophobia Stereotyping
Judging Others According to Fear of Interaction with Strangers Ascribing General Attributes
Your Standards and Foreigners Based on a Person’s Culture
Blank Cultural Pluralism Blank
The Practice of Accepting Multiple
Cultures on Their Own Terms
Avoid Making Assumptions Withhold Judgment Acknowledge Distinctions
Recognizing Variations in a Diverse World
Explain the importance of recognizing cultural variations,
and list eight categories of cultural differences.
Types of cultural differences
1. Contextual
2. Legal and ethical
3. Social
4. Nonverbal
5. Age
6. Gender
7. Religious
8. Ability
Edward T. Hall (1914-2009)
Culture hides more
than it reveals, and
strangely enough what
it hides, it hides most
effectively from its own
participants.
Contextual Differences
High-Context Culture Low-Context Culture
Relies More on Nonverbal Relies More on Verbal Communication
Communication
Less Emphasis on Verbal Less Emphasis on Nonverbal
Communication Communication
Indirect Method of Communication Direct Method of Communication
Goal is to Build Relationships Rather Goal is to Exchange Information
Than Exchange Information Rather Than Build Relationships
Comparing Communication Styles
High-Context Culture Low-Context Culture
Tend to prefer indirect verbal interaction Tend to prefer direct verbal interaction
Tend to understand meanings embedded at Tend to understand meaning at one level only
many sociocultural levels
Are generally more proficient in reading Are generally less proficient in reading nonverbal
nonverbal cues cues
Value group membership Value individualism
Rely more on context and feeling Rely more on logic
Employ spiral logic Employ linear logic
Talk around point; avoid saying no Say ‘no’ directly
Communication is simple, sometimes Communication in highly structured messages,
ambiguous, messages; understand visual provide details, stress literal meaning
messages readily
Legal and Ethical Differences
● Actively Seek Mutual Ground
● Send and Receive Messages Without Judgment
● Send Messages that are Honest
● Show Respect for Cultural Differences
Social Differences
● Attitudes Toward Work and Success
● Roles and Status
● Use of Manners
● Concepts of Time
● Future Orientation
● Openness and Inclusiveness
Nonverbal Differences
● Greetings
● Personal Space
● Touching
● Facial Expressions
● Eye Contact
● Posture
● Formality
Age Differences
● Cultures that Value Youth
● Cultures that Value Age and Seniority
● Cultures with Multiple Generations in Positions of Value
Gender Differences
● General Perceptions of Gender Roles
● Gender Representation in Management Roles
● Different Communication Styles
● Outdated Concepts of Gender and Sexual Orientation
Religious Differences
Personal Beliefs Workplace Issues
Balancing Act Between: Balancing Act Between:
Corporate Culture Upholding and Advancing Corporate
Culture
Personal Beliefs Respecting Employees’ Personal
Beliefs
Employee Freedom of Expression Allowing Freedom of Expression while
Maintaining Legal Compliance
Ability Differences
● Respect for Individuals
● Sensitivity to Differences
● Availability of Assistive Technologies
Improving Intercultural Communication Skills
Identify seven steps you can take to improve your
intercultural communication skills.
Figure 3.2 Components
of Successful
Intercultural Communication
Studying Other Cultures
● Knowledge, Ability, and Motivation
● Research, Practice, and Honest Effort
● Websites, Books, Print Media, Music, and Apps
Studying Other Languages
● Increased Career Opportunities
● Common Phrases for Everyday Business and Social
Situations
● Mobile Devices, Apps, and Websites
● Avoid Assumptions and Learn About Other Languages and
Dialects
Respecting Preferences for Communication Style
● Level of Directness
● Degree of Formality
● Media Preferences
Writing Clearly (1 of 2)
● Choose Words Carefully
● Be Brief
● Use Plenty of Transitions
● Address International Correspondence Properly
Writing Clearly (2 of 2)
● Cite Numbers and Dates Carefully
● Avoid Slang, Idioms, and Business Jargon
● Avoid Humor and References to Pop Culture
Speaking and Listening Clearly (1 of 2)
● Adjust Content and Style
● Be Mindful of Communication Medium and
Circumstances
● Be Aware of Nonverbal Communication Styles and
Cultural Norms
Speaking and Listening Clearly (2 of 2)
● Speak Slowly and Clearly Without Being Condescending
● Ask for Feedback and Rephrase as Necessary
● Confirm for Agreement
Using Interpreters, Translators, and Translation Software
● Interpreters – for spoken communication
● Translators – for both spoken and written
communication
● Computerized Translation Tools
Helping Others Adapt to Your Culture
● Look for Opportunities to Help
● Offer Advice on Word Choice
● Suggest Appropriate Communication Styles and Media
● Help Simplify the Communication Process
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