Republic of the Philippines
EASTERN VISAYAS CENTRAL COLLEGES
“Pioneer in Criminal Justice Education in Samar Islands, Region VIII”
Catarman, Northern Samar
MODULE IN PURPOSIVE COMMUNICATION (GE 3)
Chapter 2:
COMMUNICATION AND GLOBALIZATION
What is social media?
Are you familiar with the following application icons?
What is a selfie?
Is a selfie a form of communication?
How important is a cellphone nowadays?
Can you live a day without the internet?
How important are applications like Facebook and Messenger nowadays? How useful are they?
Are you fond of reading blog entries or watching vlogs? Whose blogs or vlogs do you like to read or
watch the most?
Does news nowadays spread faster than it used to 10 years ago? Why?
Do events have widespread impact these days than it was a decade ago? Why?
Have you made friends from other countries using social media applications? What have you learned
from the connection?
Has your researching assignments been easier these days? How?
By means of television and the Internet, the world has now become like one small community where
people from different countries can communicate and interact as if they are next-door neighbors.
GLOBALIZATION AND THE GLOBAL VILLAGE
o What is “globalization”?
o Globalization is the process of bringing people together and making them interact and exchange
ideas across traditional borders (Nowaczyk, 2017).
o Travelling across the world anytime.
o You can withdraw money from anywhere using automated teller machines if you have an
international debit card, and use the card to pay for anything – a product or a work service.
o “The world, driven largely by advances in technology, has become inextricably interconnected
across distances and other boundaries” (Downing, 2007).
o Globalization is the “increasing economic, political, and cultural integration and
interdependence of diverse cultures” (Gamble and Gamble, 2013).
o What is a global village?
o A global village is a world interconnected by an electronic nervous system [media], as predicted
by Marshall McLuhan in his book The Gutenberg Galaxy (Stewart, 2015).
o Thomas Friedman, a New York Times foreign affairs columnist, noted that the process of
globalization is a “flattening” of the world.
o Friedman argues that globalization allows individuals to communicate “from anywhere to
anywhere” because of surprising and lightning-quick convergence of technologies.
o Furthermore, individuals can collaborate and compete for the first time on a level-playing field
because of globalization (Downing, 2000).
o The flattening of the world economy is achieved through globalized trade, outsourcing, supply-
chaining, and political liberalization.
o The use of technologies allows business, such as large multinational corporations, to maintain
customers, suppliers and even competitors on a worldwide basis.
o Today, many economic, political cultural or ecological relationships are not explainable from a
national perspective.
o Do you know any examples of globalization?
A sign for McDonald’s fast food restaurant in Arabic. Globalization brings many companies to different
parts of the world.
Nike, among other apparel brands, is outsourcing from other countries. This is a Nike factory in China,
where most of the workers are young women.
Hydropolis, the world’s first underwater hotel, which was completed in 2009 after many delays, was
entirely built in Germany and then assembled in Dubai.
Are you aware that there are many different nationalities currently residing in the Philippines?
How do you differentiate the foreigners from the Filipinos?
You cannot easily identify foreigners until you hear them talk. They are different in many other
aspects, as well: the way they behave, the kind of food they eat, their manner of talking, and their
choices of music and recreational activities.
What makes people different from one another? People differ because of culture.
DEFINITION OF CULTURE
o Culture has been defined in a number of ways, but most simply, as “the learned and shared
behavior of a community of interacting human beings” (Useem & Useem, 1963, p. 169).
Culture has been defined as “the shared pattern of behaviors and interactions, cognitive
constructs, and affective understanding that are learned through a process of socialization”
(Center for Advanced Research on Language Acquisition).
o These shared patterns identify the members of a culture group while also distinguishing
those of another group.
o These shared patterns identify the members of a culture group while also distinguishing
those of another group.
o Culture is a learned set of shared interpretations of beliefs, values, and norms that affect the
behaviors of a relatively large group of people” (Lustig and Koester, 2003).
o This means that we are all part of various “groups” and “subgroups” that can be
characterized by nationality, language, gender, age or, profession, and so on.
o Globalization has made it possible for people anywhere in the world to generation, ethnicity,
religion, social class, region communicate, meet and get acquainted, and even work together and
collaborate without having to leave their respective countries.
o Despite this advancement, they still have to deal with cultural differences for peaceful
coexistence in this global village.
CHARACTERISTICS OF CULTURES
1. Cultures are learned, not innate. We acquired complete knowledge and understanding of our cultural
norms from our parents, teachers, relatives, and friends. Cultural norms satisfy us, we accept them as
“true”, and we follow them. Cultures are not inherited, they are acquired. When we observe cultures
of any other group of people, we find them strange, we treat the people unfavorably, and we blame them
for being different from us.
2. Cultures are shared. We act as members of our own cultural group, not as individuals, because
belonging to a culture means following the norms of the group. We act as members of our own cultural
group, not as individuals, because belonging to a culture means following the norms of the group.
Fitting into the group means acceptance and fellowship, and it provides us members with feelings of
security and love. We regard being alike with being right, and being different with being wrong, and we
separate the world into “us” and “them”. To most groups, circumstances that mix “us” with “them”
undermine not only their sense of self but also their sense of worth.
3. Cultures are multifaceted. We are surrounded by cultural norms that affect, language, religion, basic
world view, education, technology, social organization, politics, and law, all interacting with one
another. Behaviors and things common to people who live together in social groups are considered
cultural universals, but the performance of these activities and things differs dramatically from culture to
culture. What some cultures consider common practice may be taboo to others; hence, cultural
differences should be recognized and respected.
4. Cultures are dynamic. Cultures constantly change as cultural contact increases, new technologies
emerge, and economic conditions vary. Globalization has greatly changed relationships of nations and
governments. Instead of having set ideas about cultural norms, we should be sensitive, observe changes,
and deal with these changes accordingly.
5. Cultural identities are overlapping. We belong to multiple, overlapping cultures as we interact with
one another. Some of these cultures work together while others clash. We all belong to national,
regional, social class, ethnic, professional, religious, age, and gender cultures. Sometimes, one or more
of these identities become significant while others take a back seat, but when the overlapping cultures
create differences that cannot be ignored, conflicts and problems arise. It is seldom that any two people
become members of exactly the same cultures, and none of us follow all the rules of the cultures where
we are members.
ADAPTATION TO NEW CULTURES
o Many countries are now considered a melting pot – a place, whether a city or a country, where people of
various races or cultures live together and gradually create one community.
o These countries are places of coexisting cultures, and overcoming cultural differences is difficult.
Despite the difficulties, people learn to adapt to one another
o People use several ways of adapting to new cultures:
1. Cultural integration is a form of cultural exchange in which one group assumes the beliefs,
practices, and rituals of another group without sacrificing the characteristics of its own culture.
a. Why is cultural integration considered a “healthy intermingling of beliefs and rituals of
two unique cultures”?
2. Cultural assimilation occurs when members of one cultural group adopt the language, practices,
and beliefs of another group, often losing aspects of their traditional culture in the process.
a. Cultural assimilation happens when immigrants voluntarily adopt their new country’s
language and cultural practices primarily to integrate into society and improve their chances
of economic and social gain.
b. The counterpart to cultural assimilation is multiculturalism, in which cultural diversity is
encouraged and valued as beneficial to society.
3. Multiculturalism is the belief that cultures, races, and ethnicities, particularly those of minority
groups, should be accorded special acknowledgement of their differences within a dominant political
culture.
o When does multiculturalism occur? When is it easier (for the receiving country) to
grant a minority, migrating group special acknowledgement of its differences with the
receiving country or dominant political culture?
4. Cultural accommodation refers to the process by which individuals may take on values and beliefs
of the host culture and accommodate them in the public sphere while maintaining the parent culture
in the private sphere.
o People try to “maintain their cultural identity even while they strive to establish relationships with
members of the dominant culture.” When one cultural group refuses to interact or join the dominant
culture, this attitude is called separation; members of this group prefer to interact with the members of
their own culture, so they are often known as outsiders.
THE NATURE OF COMMON CULTURAL DIFFERENCES
o Different cultures are not just people living in faraway or exotic places. Many societies everywhere in
the world (such as American, Italian, Filipino) is a cross-section of many people and cultures.
o With the increase in international trade and immigration, the likelihood of working with people from
different parts of the world, and hence, cultural differences, is greater than ever.
o Cultural differences are apparent in four basic traits:
1. Leadership: this is characterized by power and influence – the right to manipulate the outcome of
health, welfare, and critical decisions of protection.
o High-power group leadership: the few in power formulate policy and activity of the many.
2. Work productivity: this refers to the characteristics of being “masculine” or “feminine” behavior of the
group participants.
a. Masculine culture: indicates aggressiveness or assertive behavior whose objective is success in
competition, and winning is rewarded with high honor.
b. Feminine culture: gives primary consideration to modesty, quality of life, and tenderness;
rewards are given for work satisfaction, and salaries are determined based on need, not on
production.
3. Group Allegiance: refers to the bipolar characteristics of a group.
a. Individual orientation (individualism): an individual can change the standards of the culture.
Individualistic culture is all about one person and no one else; the “I” is the most important
thing, and the dictum is “It is all about me, myself, and I”.
b. Group orientation (collectivism): the emphasis in on the group, believing that sacrificing
everything for the sake of the group can change the culture. Collectivist culture is all about the
“we”. This focuses more on a group of people conforming to fit into a diverse pool of other
groups. Group goals are stressed, and people tend to nurture group influence.
4. Task commitment: The focus is on the elements controlling the group, such as tradition and commitment to
the group (high-context culture) versus individual (low-context culture).
a. High-context culture: resist change, so few changes are made since the belief is “What was
good enough for father and grandfather is good enough for me”.
b. Low-context culture: works for the good of the cause, not the welfare of the group. The
focus is on the “Here” And “Now” and To Get The Job Done, So Change, Growth, And
Innovation Are Encouraged.
COMMUNICATING WITHIN AND ACROSS CULTURES
o Communicating between and among individuals is difficult because we use verbal and nonverbal
symbols that vary depending on cultural differences.
o Our family culture teach us through direct and first-hand experience how to interact – what words or
verbal symbols to use in which situations (what are acceptable and unacceptable).
o We learn through imitation also the nonverbal symbols for expressing our emotions – facial
expressions, gestures, bodily movement, tone and loudness of the voice, and intonation.
o In these media events, we hear and see people interact, demonstrating what happens in relationships,
what the possibilities are and by omission, what is not possible.
o All these imply that we tend to interpret messages based on our past experiences and the cultural grids
passed down to us in our home cultures (the composite cultures derived from our families, communities
and media).
o If communication within our cultures is messy because no two individuals have exactly the same
cultural grids, communicating across cultures is even more complicated.
o The complication is likely to become aggravated when we are not aware of the assumptions and
beliefs involved in the communication exchange we are having with someone from another culture.
o We base our understanding only on verbal and nonverbal symbols available and known to us. To
become meaningful, communication must be placed into a framework of understanding.
o To bridge the intercultural communication gaps, we need to be open-minded (getting rid of
prejudiced and biased beliefs), respecting cultural differences no matter how seemingly strange or
“primitive” they are or seem to us.
Some cultural differences may defy our ethical principles. In cases like these, we can respond in a variety of
ways:
1. Avoiding: we may refuse to comply or do business in cultures that operate to ethical principles that
differ from ours.
2. Accommodating: we can accept the different ethical system and conform to practices different from
ours.
3. Forcing: we can insist on doing business in a way we believe is ethically proper.
4. Educating-persuading: we can try to convince the people with whom we want to do business why our
ethical principle is more appropriate.
5. Negotiating-compromising: we and the other party can each give up something to negotiate a
settlement.
6. Collaboration-problem solving: we can work with the other party to face the problem directly and
reach a mutually satisfying solution.
o Communication across cultures or intercultural communication takes place when individuals
influenced by different cultural communities negotiate shared meanings in interaction.
o Individuals who participate in intercultural interactions get benefits from these exchanges.
o They improve their communication skills, they develop empathy towards others and openness to new
ideas, and they increase likelihood to challenge personal beliefs and embrace new perspectives.
BARRIERS TO EFFECTIVE INTERNATIONAL COMMUNICATION
1. Ethnocentrism: this refers to the belief that a person’s culture (“in-group” culture) is much better than
The tendency is for a person to judge any “out-group” culture by using his norms of his “in-group”
o All of us are ethnocentric, and it falls somewhere on a scale between “low” to “highency is for a
person to judge any “out-group” culture by using his norms of his “in-group” culture.
o If our ethnocentricity level is high, we experience the largest communication barriers and less likely
attempt to interact with those whose cultures differ from us.
o With a low ethnocentricity level, we can become “curious, interested, and inspired” to interact with
those belonging to the “out-group”.
2. Stereotypes and prejudices: stereotyping and being prejudiced against cultural groups are the main
barriers to intercultural communication.
o The negative characteristics attributed to one group can cause beliefs and feelings that lead to biases
and discrimination against that group.
3. Stereotypes: often are generalized negative traits assigned to a group of people, even if these traits
may only reflect a selected few of the group.
o A stereotype is a generalization of a group of people based on a small sample of these people.
o Stereotyping or classifying an entire group of people or culture with defining characteristics, which
are usually unfair and untrue, is much easier than explaining the complexities of the uniqueness of
specific situations and the individual differences essential in each event.
o Your generalizations are the results of your own experiences; situations you see in videos, movies and
televisions; things you read about from newspapers, magazines and books; and experiences you hear
from your family, relatives and friends.
4. Prejudice: an unfair thought, belief, or feeling of dislike for a person or group because of race,
nationality, gender, sexual orientation, age, religion, and so on.
o When someone is prejudiced, the prejudice usually refers to his thoughts, feelings, and beliefs
about a certain group of people.
o He gets his prejudice from his “in-group” not from any first-hand, direct contact with “out-group”
members, and he seldom checks the validity of this bias, and he ignores the truth.
o Stereotyping is projected to an “out-group” person, while prejudice is how you feel while
interacting with members of the “out-group”.
5. Assumed similarities: a baseless, unreasonable refusal to see cultural differences where they exist.
o Assumed similarities happen when members of one group assume that all groups behave the same
way they do, that what is true to their culture is also true to all other cultures.
6. Anxiety: the fear of apprehension associated with either real or anticipated communication
with people from another cultural group. The fear is often caused by differences in language
ability, verbal and nonverbal communication styles, and expression of emotions. When one
experiences high levels of anxiety, your natural instinct is to avoid the situation.