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Intercultural CommunicationIntercultural Communication
"...the single greatest barrier to business success "...the single greatest barrier to business success is the one erected by culture." Edward T. Hall is the one erected by culture." Edward T. Hall
and Mildred Reed Halland Mildred Reed Hall
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Consider these examples:Consider these examples:
•When Kentucky Fried Chicken entered the Chinese market, to their horror they discovered that their slogan "finger lickin' good" came out as "eat your fingers off"
•General Motors had a perplexing problem when they introduced the Chevy Nova in South America. Despite their best efforts, they weren't selling many cars. They finally realized that in Spanish, "nova" means "it won't go".
*In Italy, a campaign for "Schweppes Tonic Water" translated the name into the much less thirst quenching "Schweppes Toilet Water".
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GlobalizationGlobalization
Increasing world Increasing world
interdependence caused by interdependence caused by
changes in global economies changes in global economies
and communications and communications
technologytechnology
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What is Culture?What is Culture?
Learned social behaviors that Learned social behaviors that
develop over timedevelop over time
A complex and multidimensional A complex and multidimensional
conceptconcept
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Do the languages we speak shape the way Do the languages we speak shape the way we think? Do they merely express thoughts, we think? Do they merely express thoughts, or do the structures in languages (without or do the structures in languages (without our knowledge or consent) shape the very our knowledge or consent) shape the very thoughts we wish to express? thoughts we wish to express?
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Cultural Norms and ValuesCultural Norms and Values
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True or False?True or False?
1.1. Exchanging business cards is very ceremonious Exchanging business cards is very ceremonious in the UK. in the UK.
2.2. Business cards are always reciprocated in the Business cards are always reciprocated in the USA? USA?
3.3. When meeting a group of people in Venezuela When meeting a group of people in Venezuela you should give your business card to... you should give your business card to...
4.4. What language should you ideally translate your What language should you ideally translate your business cards into if going to Taiwan? business cards into if going to Taiwan?
5.5. Which of these should you not do to a South Which of these should you not do to a South Korean's business card? Korean's business card?
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AnswersAnswers 1. Exchanging business cards is very ceremonious in the UK.1. Exchanging business cards is very ceremonious in the UK. False False
2. Business cards are always reciprocated in the USA? 2. Business cards are always reciprocated in the USA? False False
3. When meeting a group of people in Venezuela you should give 3. When meeting a group of people in Venezuela you should give
your business card to...your business card to...EveryoneEveryone
4. What language should you ideally translate your business cards 4. What language should you ideally translate your business cards into if going to Taiwan? into if going to Taiwan? CantoneseCantonese
5. Which of these should you not do to a South Korean's business 5. Which of these should you not do to a South Korean's business card? card? Write on itWrite on it
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Intercultural CommunicationIntercultural Communication
The sharing of meanings between The sharing of meanings between
individuals from different culturesindividuals from different cultures
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For discussionFor discussion
What are the most common barriers to What are the most common barriers to communication between cultures? communication between cultures?
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Intercultural Communication…Intercultural Communication…
Requires an understanding of …Requires an understanding of …
Own culture Own culture
Cultures of other groupsCultures of other groups
Parent/Dominant culture (e.g. based on race Parent/Dominant culture (e.g. based on race
or ethnicity)or ethnicity)
Co-cultures (e.g. based on gender, Co-cultures (e.g. based on gender,
religion, age)religion, age)
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Intercultural Communication…Intercultural Communication…
Requires an understanding of …..Requires an understanding of …..
Knowledge systemKnowledge system
BeliefsBeliefs
ValuesValues
CustomsCustoms
behaviorsbehaviors
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Cross-cultural CommunicationCross-cultural Communication
Involves highlighting similarities and Involves highlighting similarities and
differences across cultural groups differences across cultural groups
to promote communicationto promote communication
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Intracultural CommunicationIntracultural Communication
Shared communication Shared communication
between members of the between members of the
same cultural groupsame cultural group
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For discussionFor discussion
How can education help reduce or eliminate How can education help reduce or eliminate these barriers? these barriers?
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EnculturationEnculturation
The process of learning or absorbing The process of learning or absorbing
one’s own cultureone’s own culture
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AcculturationAcculturation
The process of adjusting to the host The process of adjusting to the host
culture by adopting its values, culture by adopting its values,
symbols and/or behaviorsymbols and/or behavior
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EthnocentrismEthnocentrism
The belief that one’s own cultural The belief that one’s own cultural
norms are superior to those of norms are superior to those of
other social groupsother social groups
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Cultural RelativismCultural Relativism
The acknowledgement of The acknowledgement of
cultural differences and acceptance cultural differences and acceptance
that each social groups has that each social groups has
its own set of normsits own set of norms
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Intercultural Business Intercultural Business
CommunicationCommunication
Intercultural sensitivity is vital for Intercultural sensitivity is vital for
success in business!success in business!
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Dimensions of Cultural Dimensions of Cultural
DiversityDiversity Power DistancePower Distance
IndividualismIndividualism
MasculinityMasculinity
Uncertainty AvoidanceUncertainty Avoidance
Hofstede (1984)Hofstede (1984)
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Barriers to Intercultural Barriers to Intercultural
CommunicationCommunication
LinguisticLinguistic
CulturalCultural
PhysicalPhysical
PerceptualPerceptual
NonverbalNonverbal
EmotionalEmotional
ExperientialExperiential
Bell (1992)
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Developing Intercultural Developing Intercultural
Communication CompetenceCommunication Competence
Culture-specific approachCulture-specific approach
Process of learning information Process of learning information
about the other cultureabout the other culture
Useful but limitedUseful but limited
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For discussionFor discussion
What are three ways you could improve What are three ways you could improve your own intercultural communication your own intercultural communication competence? competence?
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Developing Intercultural Developing Intercultural
Communication CompetenceCommunication Competence
Culture-general approach focuses on…Culture-general approach focuses on…
Cultural awareness and sensitivityCultural awareness and sensitivity
Cultural and communication sensitivityCultural and communication sensitivity
behavioral flexibility behavioral flexibility
An ‘other-orientation’An ‘other-orientation’
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Developing Intercultural Developing Intercultural Communication CompetenceCommunication Competence
Business communicators need Business communicators need
to be competent in …..to be competent in …..
»Their own cultureTheir own culture
»Their business cultureTheir business culture
»Their corporate cultureTheir corporate culture
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