identifying workplace cross cultural communication...
TRANSCRIPT
1 Workplace Cross Cultural Communication
Identifying Workplace Cross Cultural Communication Environment
and How to Improve It
Dustin Hochmuth Comm 424
Spring 2013
2 Workplace Cross Cultural Communication
Abstract
The workplace has become a global environment that encompasses people of different
ethnicities and cultures. This rapidly, and inevitable, reshaping of the workplace must be addressed with
how this changes and affects workplace communication. The U.S. labor market must accommodate for
this diversity to be able to hire the most qualified workers for the job, grow in new consumer markets,
and emerge in the globalized economic competition.
Cross cultural communication includes a need for researching areas that cultures differ, the
communication preferences of those groups, and the ability to actively listen and communicate with
those groups properly. Lack of this knowledge makes critical jobs, such as medical, inefficient and
problematic. Proactively, countries around the world, kids are taught a minimum of two different
languages (Wenshaw, 2005). Teaching languages, and well as important cultural contexts and
differences are an emerging critical need in the workplace.
Universities, colleges and many professions have begun incorporating education, classes and
training to their students and workers to help develop the necessary skills to communicate within the
workplace here, but also worldwide (Moran & Harris, 2011). This is necessary to continue economic
strength and competition as a world economic leader.
“The world is flattening…and America better be ready for it” (Friedman, 2006, p.7).
3 Workplace Cross Cultural Communication
Introduction
Cross cultural communication practice and fluency are among the very necessary tools to be
able to be effective in today’s workplaces. Managing cultural differences is a way for workplace
communications to remain in a globalizing thought process (Moran & Harris, 2011). If a workplace
atmosphere does not embrace cross cultural understanding and communication it can become a costly
loss to the employee and the employer (Moran & Harris, 2011, p. 40; Satpathy & Mohapatra, 2012).
Employers must facilitate an environment to adapt to different listening behaviors, learning styles and
cultural values.
Geerf Holfsteade’s value dimensions are an ideal way for employers to quickly learn some
underlying values of employees and co-workers. Wenshaw (2005) and Fadiman (1997) wrote about the
affects of directness between cultures (power distance), how topics are discussed or shared
(masuculinity), or how decisions are made or predicted (uncertainty avoidance). The connection
between Holfsteade’s research, and the writing describing the difficulties of integrating cultures, help in
advancing an understanding of the importance and impact of understanding cross cultural
communication practices.
An example to show these practices, in today’s nursing industry, nurses must be prepared to
communicate with people from different backgrounds, histories, languages, and personalities (Timmins,
2011; Satpathy & Mohapatra, 2012; Fadiman, 1997). The article by Fadiman (1997) depicts a very unique
perspective from nurses’ about their Hmong patients, and how important understanding those
differences can be. The education and training of doctors and nurses in the U.S. has maintained an
extremely western perspective and interpretation on medicines and practices. However, with patients
such as those of traditional Hmong decent will not follow any of the training or education that doctors
4 Workplace Cross Cultural Communication
or nurses are prepared for. Not understanding, or sympathizing with those patients, will lead to
miscommunication and feelings of discrimination.
Situations like those in nursing are found in all workplaces and social settings in the U.S, and it is
important to address how to incorporate the necessary communication skills to achieve effective and
efficient communication practices. Success in this area, for individuals and employers, will help to
maximize the potential in the global marketplace and embrace new opportunities.
Situation in U.S.
The U.S has traditionally been an admired destination for immigrants, and welcomed millions to
the country during the industrial revolution (S. Wildersmuth, personal communication, April 2013).
Although there was some social resistance to immigrants, the country was economically welcoming
during that time. This was how cities such as Milwaukee was developed and expanded by large
immigrant populations.
In today’s market there are still many immigrants coming to the U.S, however, there is much
more ignorance to the adaptation of how to cope within the social and workplace context. “In North
America there is a growing need for cross cultural communication skills in the basic dynamics of
operations, such as interviewing” (Lipovsky, 2006, p.1152). Candidates and interviewers from different
cultural backgrounds may have different expectations about what a job interview consists of (as cited
from Louw, 2010). Traditional businesses will be forced into respecting and understanding the value of
cross cultural communication in order to maintain employee relations, customer relations or the hiring
process.
An article by Morgan et al. (2005) describes how employers must careful and precise in the
negotiations with employees to address the benefits of everyone. “Skillful negotiators build trust and
5 Workplace Cross Cultural Communication
negotiate for mutual long-term benefits for all” (p. 72). This quote defines the purpose of the collection
of research within this paper, as well as the focus for employers and individuals for communication in
the workplace.
History
The previous section mentioned the era during the industrial revolution when immigration was
rampant and welcomed due to the necessity for a larger workforce. Over the last 100 years other global
events have also made the U.S. home to immigrants, and have expanded into many different
subcultures and communities. Due to the context of some of these immigrants, stereotypes and social
resistance has made integration or assimilation very difficult (Wenshaw, 2005; Fadiman, 1997).
An interview in 1998, mediated by Robert McNamara, between Colonel Herbert Schandler, U.S
military veteran and Colonel Quach Hai Luong, Vietnamise military veteran who fought for North
Vietnam, depicts war time miscommunication. This was at a conference in Hanoi, Vietnam (McNamara
& Blight & Brigham & Biersteker & Schandler, 1999, p. 191-195). During the interview Colonel Quach Hai
Luong asks Colonel Herbert Schandler to describe the objectives given to them during the Vietnam War,
and discuss how those objectives were described. Essentially it is uncovered that the real problem in the
Vietnam was a misconception of their culture and miscommunication to the people there.
Colonel Herbert Schandler identified that one of their objectives was to negotiate for peace with
the North. The unfortunate of this objective was, as Colonel Quach Hai Luong responded, was Vietnam
did not want to be divided. Therefore, the misperception of the U.S encouraged more violence than was
necessary. Colonel Quach Hai Luong describes that the country never wanted a divide and their civil war
was the keep unity of the country. The case represents the lack in understanding of cultural differences
by the U.S. government, and that many costly lives and resources could have been saved through
6 Workplace Cross Cultural Communication
effective communication. The article from McNamara et al. (1999) continues to provoke questions of
miscommunication already identified in the Iraq and Afghanistan wars. This interview is a
representation, in historical context, the severity of losses from misunderstood communication and
cultural assumptions.
Histories such as the one in the example have caused some immigrants to struggle with
acceptance and have caused some separation from the host country. The objective for individuals
studying cross cultural communication, and how to become fluent, is to know these histories and by
sympathetic to those who have been impacted by the results.
Changing
Cross cultural training must be the focus in the new emerging global job market. To be effective
even if an organization is local, it is becoming increasingly necessary to be able to communicate with
numerous different publics, employees and consumers (Moran & Harris, 2011). For many professions it
is increasingly important to be globally competitive, and increasing investments and activities in foreign
countries is how many are emerging into the global competition. This enables an organization to bring
resources in, or also outsource tasks to a more efficient workforce (Moran & Harris, 2011, p. 29, 73).
The changes in training of the workforce have also prompted changes in management objectives
and styles. Performance must become tailored to the individual, and their effectiveness on the group or
team (Moran & Harris, 2011, p.30). The traditional manager is growing obsolete because it is no longer
effective to manage and entire group using one medium or message. As different cultures provide
different traditions the motives must be tailored to each individual, and feedback must be provided
appropriately. As stated in the Harvard business review in August of 2003, “A Global Manager is set
apart by more than a worn suitcase and a dog-eared passport” (as cited by Moran & Harris, 2011, p.1).
7 Workplace Cross Cultural Communication
These practices are being implemented throughout colleges and universities to be prepared for
the emerging global workplace (Moran & Harris, 2011, p. 30). As Percy Barnevik, former President and
CEO of Asea Brown Boveria, says: “There is no such thing as a global manager” (as cited by Moran &
Harris, 2011, p. 31). It is something that requires experience and training. Socializing and becoming
immersed in the experience will bring real growth and understanding (Davies, 2012).
The requirements universities have are important in forming multicultural work groups, or
opportunities to work in other countries. By making these options available to students it is helping
shape a new, more culturally trained, workforce. More cross culturally trained workers can shed
ethnocentric traditional thinking and show understanding for their co-workers. In a perfect quote by
Marcel Proust, a French Novelist: “The real voyage of discovery consists not of seeking new landscapes
but in having new eyes” (as cited by Moran & Harris, 2011, p. 16).
There are categories to observe when learning about a new culture that will help broadens
depth and understanding. It is important to remember that there are many layers to individuals’ beliefs,
tradition and culture. Begin with understanding or observing the sense of self and space needs. The
distance and space required for comfortable communication varies throughout cultures, and is
important to recognize. Communication and language preferences are not always simple. Many
countries have numerous national languages, and some prefer a certain language for business rather
than at home. These differences could save great embarrassment, or unnecessary training (Moran &
Harris, 2011).
Spend time observing food and feeding habits. In China, breakfast seems much different
compared to an “American” breakfast (Wenshaw, 2005). Or perhaps in Japan, where a deadly poisonous
fish is a delicacy dish. Instead of being terrified at dinner, its best to know and understand the unique
cuisine of other cultures.
8 Workplace Cross Cultural Communication
Lastly, an extremely important cultural perspective to understand is the idea of time (Moran &
Harris, 2011, p.11). Although Americans want to hold the ethnocentric idea that time is meant to be
rationed and planned as the orientation is in America, which is far from the understanding of time in
other cultures. The difference in time orientation helps to understand and prepare appropriately for
how someone else may be interpreting a message. Three o’clock has one message for a Latino, and an
entirely different message for a German.
What’s Different
Thomas Friedman discusses how in the last 25 years cultural communication and economic
interconnectedness have become heightened by broadband and computer connections worldwide
(Friedman, 2006, p. 6). Decreased prices for computers and global competition have “flattened” the
world. This connectedness is also bringing work groups and clients together, collaborating across
country boarders. In the industry of informational and intellectual work it becomes possible to for a
daily work team to be in Beijing, Boston and Bangalore (Moran & Harris, 2011, p.3; Friedman, 2006, p.7).
In the Information Age, this is how corporations are efficient global competitors and masters of these
new capabilities, and responsibilities.
It is important to understand these new capabilities and responsibilities. First, culture impacts
business and personal relationships significantly, and understanding how to provide efficient
communication is imperative for success. An example is demonstrated in what motivates group
members at work. Americans are driven by the “bottom line,” but a Chinese group member may have a
more collective mindset and driven by team success and honor (Moran & Harris 2011). Although every
culture is developed and motivated by something, it is important to identify what those things are to
avoid embarrassment or misunderstanding.
9 Workplace Cross Cultural Communication
Another impact of a flattening world, and responsibility to the workforce, is that cultures often
have the same universal activities, but are translated and expressed in the context of the culture. For
example almost all cultures share sports, humor and music together; however, it is portrayed differently
in setting and context depending on the culture (Moran & Harris, 2011). This is defined as the syntax of
a language, and is an essential to understand communications in a different language or culture.
Wenshaw discusses in an article, that the Chinese have a different value system of “saving face,”
and this respect is prevalent throughout their society including in humor, music, or sports (Wenshaw,
2005; Moron et al, p. 16, 2011). Anthony Robbins said, “To effectively communicate, we must realize
that we are all different in the way we perceive the world, and use this understanding as a guide to our
communication with others” (as cited in Moron & Harris, 2011, p. 37).
Communication Impacts and Truths
Syntax and high/low context communications can be shown and defined better by an airplane
crash in 1991. The copilot of the plane was Colombian, coming from a very high context culture, and an
American controller, from a low context society (Moran et al, p. 50, 2011). The pilot instructed the
copilot to tell the controller that they had are in emergency. The controller asked if they were fine, and
the fact that they intended to declare a fuel emergency was never communicated properly.
In a relatable example of a context communication scenario can be view in the Film “Crash”
(2004). Actor Terrance Howard plays an upper class black male who becomes overly frustrated with the
stereotypes he has had to deal with. In the Film, a scene shows law enforcement threatening him, and
nearly shot him, essentially based on stereotypes and prejudice (01:15:45). The scene is high context
because the situation communicates more to the police officer than the actual verbal language.
However, to the character Howard is playing, it is low context. No matter what the situation or
10 Workplace Cross Cultural Communication
surroundings are, a black man will be stereotyped and labeled quickly. The situation makes
communication between the police officers and Howard’s character impossible for collaboration.
These different cultures utilize different levels on context in conversation, and in this case it
created an entirely different interpretation of the message. Maron & Harris (2011) then states how it is
important when communicating with different context to be observant of surroundings, tones and pace
of conversation (p. 52). It is essential to develop trained listening skills early in life.
Moran & Harris (2011) discuss the relationship of talk and context in a conversation: “Context and
talk are now argued to stand mutually reflexive relationship to each other, with talk, and interpretive
work it generates, shaping context as much as context shapes talk” (p. 14).
Moran & Harris (2011) lists the axioms, truths, about communication. These are necessary to
remember when assessing how to converse with a new co-worker, boss or client. It is important to
respect that every generation perceives life differently. Although it may fluster an individual enough to
determine how to approach someone from a specific culture, but it is important to know there
approximate age (p. 43). Each generation views and acts on their traditions and culture based on their
present needs, values, and standards. A young supervisor may be less impactful on communicating with
older workers due to a different world view, managing styles, or global oriented growth strategies.
Another axiom is that communication is “at the heart (p. 44)” of organizational operations and
international relations. If this were not the case, there would be much less emphasis on educating and
training individuals on how to improve and excel in the matter. The global market demands that workers
are understanding and cooperative with each other in order to make an organization operative
efficiently. If an international venture begins without proper training and understanding international
team members, information and messages will be distorted and compromise the entire operation
(Moran & Harris, 2011).
11 Workplace Cross Cultural Communication
Education and Growth in Communication
For self development in global thinking and cross cultural communication it is important to
understand and recognize your prejudices, biases and assumptions (Davies, 2012). Being proactive
about identifying things about you, and seeking education about how to develop your communication
skills is an ideal way of keeping up in the globalizing workforce. The article by Nicola Davies also advises
people to ask questions to others in their field for advice or help (2012). As the need for cross cultural
competence rapidly develops many others face similar struggles (Moran & Harris, 2011).
Listening is essential to understanding the full meaning of the conversation and message. Moran
et al (2011) shares six different kinds of listening, with the most important are an active listeners (p. 53).
Active listeners want full understanding of the message; they emphasize with the speaker, and offer
feedback to the conversation. Active listening is a key role in developing strong communication in cross
cultural work settings. American workers can become rushed with deadlines, meetings and agendas
which can reduce how much of the message they are actively listening to. This will disrupt the message
being communicated, or create problems between co-workers or clients. Cross cultural exchanges are
often part of daily lives, and three things must be emphasized.
Pay attention is the first focus for an active listener. The listener must clear themselves so that
they have the space within to listen effectively (Satpathy & Mohapatra, 2012)This will build the
speaker’s confidence and delivery as well as keep the listener clued in for the word usage, nonverbal
elements, and cues for feedback (Moran & Harris, 2011, p. 54; Davies, 2012). Secondly, empathize and
create rapport. Empathy is mentioned by Thomas Friedman and Moran as necessary to become
influential in global communication, and cross communication, as well as being developed as an active
listener. This helps the listener understand the message and the speaker.
12 Workplace Cross Cultural Communication
Lastly, to ensure full understanding of the message and the speaker’s intention, paraphrase your
understanding and accuracy of it. This is a skill that is accepted as active listening and allows the speaker
to correct any misunderstandings. If the speaker is using a second language, or has an accent that limits
understanding this is an ideal and accepted way to work around that (Moran & Harris, 2011, p.54).
Road Blocks
Literature by Huntington writes: “The primary division and human conflict in the world will no
longer be ideological or economical but rather cultural” (as cited by Moran & Harris, 2011, p.11).
Cultural identities define morals, values, work ethic or belonging. To avoid conflict between individuals,
organizations or countries learning and identifying these differences will reduce potential conflict
(Moran & Harris, 2011, p. 11). Culture and tradition are often subjects that a person cannot reason with
logic, because it is so engrained in their beliefs and values. A song about tradition best describes the
concept from Fiddler on the Roof:
“Because of our tradition, we keep our sanity…Tradition tells us how to sleep, how to work, how
to wear clothes...How did it get started? I don’t know- It’s a tradition…Because of our tradition,
everyone knows who he is and what God expects of him!” (as cited by Moran & Harris, 2011, p.
18)
The “tradition” song captures the rational and irrational behaviors involved in traditions in a
culture. This is a perspective that people benefit from understanding more. The writer of the song is
trying to portray that traditions may not appear to make sense or even logic, but they are continued by
a culture because that is how they were raised. Therefore, think twice before judging it.
An article by Shirley Van Der Veur (2003) discusses a lot of stereotypes and perception of the
American people of African traditions, such as birthing rituals for new borns. These traditions are
13 Workplace Cross Cultural Communication
representing the values, ideals and norms of that society. Should they suddenly be forced to stop their
belief system and culture would be devalued and cause panic and chaos. To remain a “global” worker
and individual it is important not to question or discredit traditional meanings or practices (Moran &
Harris, 2011, p.18).
To advocate a “global” mindset, it is important to analyze traditions deeper. They represent a
large portion of what may be outwardly visible such as prayers, dress, food, or relationship (Moran &
Harris, 2011, p.19). Tradition is a mindset in which individuals monitor what is right and wrong or
desirable. For example, in Wenshaw’s (2005) article it is describes a non-confrontational style of
interaction amongst Chinese tradition that verbal expression of disapproval is to direct and should be
only suggested non-verbally. However, American traditions suggests that disapproval should be
announced and probably include raising voice, or an inappropriate hand gesture. However, a response
like this to a person of Latino culture might be highly offended as their traditions are based around
loyalty, respect, and cooperation (Prosser, 1998). Imagine a work group consisting of these three
individuals all coming from such different cultures, and how the level of understanding of each other’s
cultures may dramatically affect how effective they are working together.
Conclusion
In Thomas Friedman’s book, The World is Flat, an excellent quote that puts the purpose of cross
cultural communication in an excellent perspective: “[The] countries like India are now able to compete
for global knowledge work as never before- and that America had better get ready for this. (Friedman, p.
7, 2006). Communication in the American workforce is essential to becoming more globalized in
planning for success in the future. Even for local business in the U.S it is increasingly important for
communication training to maintain employee and customer relationships.
14 Workplace Cross Cultural Communication
In competitive race there is no victor yet, and learners of successful cross cultural
communication can learn together. Take opportunities to work in multicultural groups and teams to be
proactive about learning their cultures as well as asking necessary questions to develop your
understanding.
Work towards a future of cultural cohabitation where everyone is accepting and sympathetic to
those of different cultures. These practices must begin in the workplace in the U.S. so we can keep up
within the global market, and then these practices will become the social norm.
15 Workplace Cross Cultural Communication
Sources:
Davies, N. (2012). Broaden your cultural base. Nursing Standard, 27(5), 64.
Fadiman, A. (1997). The Spirit Catches You and You Fall Down (pp. 60-77). New York, NY: Farrar, Straus
and Giroux.
Friedman, T. L. (2006). The World is Flat (pp. 5-7). New York, NY: Farrar, Straus and Giroux.
Howard, T. (Actor). Haggis, P. (Writer). (2004). Crash [Motion Picture]. U.S.: Lions Gate Films
Louw, K. J., Derwing, T. M., & Abbott, M. L. (2010). Teaching Pragmatics to L2 Learners for the
Workplace: The Job Interview. Canadian Modern Language Review, 66(5), 739-758.
doi:10.3138/cmlr.66.5.739
McNamara, R., Blight, J., Brigham, R., Biersteker, T., & Schandler, H. (1999). Arguement Without End (pp.
191-195). New York, NY: Public Affairs. Retrieved March 20, 2013, from
http://books.google.com/books?id=CH--
mDP5sGoC&pg=PA193&dq=Colonel+Herbert+Schandler+and+Colonel+Quach+Hai+Luong&hl=en
&sa=X&ei=bSVKUdWCPOG8yAH_g4CoAQ&ved=0CDYQ6AEwAA#v=onepage&q=Colonel%20Her
bert%20Sch
Moran, R. T., Harris, P. R., & Moran, S. V. (2011). Managing Cultural Differences (8th ed.). Burlington,
ME: Elsvier. Retrieved March 20, 2013, from
http://books.google.com/books?id=ESfcPSU5DJ4C&lpg=PP2&ots=0VmhFPrnMI&dq=workplace
%20and%20cross%20cultural%20communication&lr&pg=PR4#v=onepage&q=workplace%20and
%20cross%20cultural%20communication&f=fa
Prosser, M. H. (1998). Civil Discourse: Multiculturalism, Cultural Diversity and Global Communication
[Electronic version]. Civil Discourse for the Third Millennium, 1.
Satpathy, S., & Mohapatra, M. (2012). Spiritual Intelligence For Effective Communication At Workplace.
Indian Streams Research Journal, 2(8), 1-9.
Timmins, F. (2011). Managers' duty to maintain good workplace communications skills. Nursing
Management - UK, 18(3), 30-34.
Van Der Veur, S. (2003). Africa: Communication and Cultural Patters [Electronic version]. International
Cultures: Understading Diversity, 78-86.
Wenshaw, J. (2005). The Chinese Conceptualiztions of Face: Emotions, Communications, and
Personhood [Electronic version]. International Cultures: Understading Diversity, 48-56.