Business communication c lu6

B U C O LU 6

BUSINESS COMMUNICATION C

INTERCULTURAL COMMUNICATION

• Learning Objectives• Understand cultural uniqueness• Determine the relevance of intercultural communication• Define culture• Explain the importance of effective intercultural communication• Discuss why cultures differ• Discuss how the differences between cultures influence the

communication process in the workplace• Recognise and discuss the areas where sensitivity is required in

the SA context• Explain the barriers to intercultural communication• Describe how to strengthen communication and relationships

between cultures


• Culture is … page 113• Cleary (2003) defines culture as:

• “The particular knowledge and beliefs that members of a community have which enable them to operate in a

manner acceptable to the group, and in any role that the group finds acceptable”

• How would you define your culture? • How did you get or where did you find your culture?• Born into it, born with it• Belong to several cultures at the same time and each of

these influence and affect the way we communicate


• Value of Intercultural communication• Globalisation and technology• This has resulted in increased international trade• Multicultural society and workforce• Cultural sensitivity• Ensure that we do not repeat mistakes of the past• Improve cultural relations in both SA and globally• Understand one another and work together

RESPECT


• Intercultural Communication Barriers• Ethnocentrism• Language barriers• Different non-verbal codes• Stereotyping


• Ethnocentrism• The belief that one’s culture is better/superior to others• This results in viewing other cultures from a single cultural

perspective and considering these other cultures as less important

• Negative consequences:• Negative value judgements• May not be comfortable working with other people• Xenophobia


• Language Barriers• One of the most obvious barriers• Different cultures speak the same language differently• They have adapted the language to suit their culture• South Africans use very slang language• Do not unfairly judge someone who does not speak the

same language as you do

• Cultural stereotyping• People believe something is true for anyone from a

particular culture, judging someone on the basis of their culture


• Different Non-verbal Codes• Eye contact- often misinterpreted in the work place• These non-verbal codes mean different things in different

cultures• Can lead to misunderstanding and miscommunication• Examples on page 120


• Effective Intercultural Communication• Create awareness- • make an effort and avoid being offensive and becoming

offended• Learn and accommodate the respective cultures• Be open and accept the cultures

• Avoid barriers• Avoid the four barriers discussed before• Read about and research other cultures and change your

attitude• Avoid judgements


• Effective Intercultural Communication• Communicate• Be sensitive• Listen


• Revision exercise on page 125

Business communication c lu6

Education

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