Chapter 3

Local and Global Communication in

Multicultural Setting
• Communication is not just the mere sending and
receiving of messages as it may involve interaction
between people that come from different
backgrounds and culture.

• It is crucial to understand that what is defined is

appropriate in terms of communication can differ
from person to person or from culture to culture.
• In communicating in a culturally appropriate way, one
would require finding ways to impart and receive
messages with respect to the cultural differences between
individuals involved in the communication process.

• In order to communicate effectively both in local and

global setting, we must be able to understand that there
are internal and external differences that should be taken
into consideration before engaging into the
communication process.
• Effective communication is crucial in any interaction
one gets involved in.

• Effective communication involves a complex

comprehension of how symbols and signs are
presented based on the cultures and environment
of the communicators.
Culture
• According to Martin & Nakayama (2010), culture is
the learned patterns and attitudes shared by a
group of people.

• Culture is “the programming of the mind”

(Geert Hofstede, 1984)
“Every person carries within him or herself patterns of
thinking feeling, and potential acting which were
learned throughout [his or her] lifetime. Much of
[these patterns are] acquired in early childhood
because at that time a person is most susceptible to
learning and assimilating.”
• Culture shapes one’s perceptions and ideas, which
in turn, would shape how one interacts, gives
meaning to and draws meanings from the signs,
symbols, and messages he or she encounter every
day.
Intercultural Communication
• According to Chen & Starosta (1998), intercultural communication
is communication between people from two different cultures.

• It is a symbolic, interpretative, transactional, contextual process,

in which people from different cultures create shared meanings.
(Lustig & Koester, 2007)

• Arasaratnam (2013) stated that intercultural communication refers

to the effects on communication behavior when different cultures
interact together. Hence, one way of viewing it is as
communication that unfolds in symbolic intercultural spaces.
• Communication is affected by differences of cultures and
backgrounds.

• Culture becomes a significant determiner of how people

approach any form of communication.

• People from different backgrounds often encounter

difficulties in processing meanings and understanding
messages because of the difficulties in understanding
certain factors like language, context, and meaning.
• Problems in communication often happen when
there is a lack of comprehension about how certain
cultures “work.”
How to Lessen Miscommunication
in an Intercultural Context
1. Understand that no two individuals are alike
a. Every person comes from a different background that
may be different from the other.

2. Observing and learning the cultures of other

people that can possibly lessen the gap created by
cultural differences.
High-Context Cultures
vs
Low-Context Cultures
• In intercultural communication, there exists a framework in
understanding its concept. It’s the concept of high-context
and low-context cultures.

• According to Neese (2016), this concept refers to the values

cultures place upon direct and indirect communication.

• Both high-context and low-context cultures rely on the verbal

and non-verbal cues present in the interaction to draw
meaning from the message.
 High-context culture
• The meaning of a message is primarily drawn from the
surroundings.

• People in such cultures do not need to say much

when communicating because there is a high degree
of similarity among members.

• It takes into account the background information of the

sender and receiver when comprehending messages.
 High-context culture
• In high-context cultures, people typically read
nonverbal cues with high degree of accuracy
because they share the same structure of
meaning.

• Examples of high-context cultures: Asian (Indian,

Japanese, Chinese, Korean), African, Arab, central
European and Latin American cultures.
● For these cultures, they tend to put a premium on
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 crucial and more often
control how the message is understood more than
the verbal cues which may be more indirect than
direct (Halverson & Tirmizi, 2008).

● On a more fundamental level, high-context

communities are less formal, and relational
harmony is valued and maintained as decisions
are made. ([Link])
 Low-context culture
● In low context-cultures, communicators find meaning
primarily in the words in messages, not the
surroundings. ([Link])

● Meanings are communicated explicitly or clearly; very

little of the conversation is left open to interpretation.

● As a result, nonverbal communication is not easily

comprehended.
 Low-context culture
● Self-expression becomes relational value.

● Moreover, such culture prefer direct

communication.

● Nonverbal cues present in the communication

don’t have too value
● Relationships do not seem to have an important
role in the communication process.

● Ideas and information are sent and received

explicitly (Halverson & Tirmizi, 2008)

● Examples for low-context cultures: Western

cultures with European roots (Germany,
Switzerland, France, UK) US, Canada, Australia
● Cultural differences shape how people interact and
communicate with one another.

● Oftentimes, there are misinterpretations of

messages that are sent between cultures.

● Most of the time, misinterpretations are a result of

differences in cultural values (Spring, 2000).
Potential Areas for Misinterpretation
in Intercultural Communication
According to AJ Schuler (2003)
1. Opening and closing conversations
2. Taking turns during conversations
3. Interrupting
4. Using silence
5. Using appropriate topics of conversation
6. Using humor
7. Knowing how much to say
8. Sequencing elements during a conversation
Skill Set for Intercultural
Understanding
1. Know your biases and stereotypes
2. Tolerate the unknown
3. Practice cultural respect
4. Educate yourself
5. Be prepared for consequences
6. Relate to the individual, not the culture
● It is important to note that culture is not merely
limited to geographics.

● Differences in culture may be determined by

gender, age, religion, education, position, political
affiliation, etc.
● Intercultural communication is an ever-evolving
process.

● As cultures continue to grow, change, adapt, and

interact with each other, how people communicate
will continue to change over time.
● No culture is better than the other and no culture is
perfect.

● It is only when people understand this concept that

they can learn to adapt and interact with one
another in a harmonious way.
 References:
•Balofiños, T.T. et al. (2018). Purposive communication. Iloilo City, Philippines: Central
Philippine University Printing Press.

Communication, culture, and identity. Sage Publications, Inc.

[Link]

Defining intercultural communication.

[Link]
:text=Intercultural%20communication%20refers%20to%20the,different%20cultures%20
create%20shared%20meanings
.