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

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".

GlobalizationGlobalization

Increasing world Increasing world

interdependence caused by interdependence caused by

changes in global economies changes in global economies

and communications and communications

technologytechnology

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

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?

Cultural Norms and ValuesCultural Norms and Values

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?

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

Intercultural CommunicationIntercultural Communication

The sharing of meanings between The sharing of meanings between

individuals from different culturesindividuals from different cultures

For discussionFor discussion

What are the most common barriers to What are the most common barriers to communication between cultures? communication between cultures?

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)

Intercultural Communication…Intercultural Communication…

Requires an understanding of …..Requires an understanding of …..

Knowledge systemKnowledge system

BeliefsBeliefs

ValuesValues

CustomsCustoms

behaviorsbehaviors

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

Intracultural CommunicationIntracultural Communication

Shared communication Shared communication

between members of the between members of the

same cultural groupsame cultural group

For discussionFor discussion

How can education help reduce or eliminate How can education help reduce or eliminate these barriers? these barriers?

EnculturationEnculturation

The process of learning or absorbing The process of learning or absorbing

one’s own cultureone’s own culture

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

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

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

Intercultural Business Intercultural Business

CommunicationCommunication

Intercultural sensitivity is vital for Intercultural sensitivity is vital for

success in business!success in business!

Dimensions of Cultural Dimensions of Cultural

DiversityDiversity Power DistancePower Distance

IndividualismIndividualism

MasculinityMasculinity

Uncertainty AvoidanceUncertainty Avoidance

Hofstede (1984)Hofstede (1984)

Barriers to Intercultural Barriers to Intercultural

CommunicationCommunication

LinguisticLinguistic

CulturalCultural

PhysicalPhysical

PerceptualPerceptual

NonverbalNonverbal

EmotionalEmotional

ExperientialExperiential

Bell (1992)

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

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?

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’

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