The importance of intercultural
communication
Globalization of Market
Technological Advancements
Multicultural Work Force
Understanding Culture Culture is complex system of values, traits,
morals, and customs shared by a society.
Culture is a system for creating, sending,
storing, and processing information.
Characteristics of Culture Culture is learned
In western culture, too close
means violation.
Cultures are inherently logical
In Japan, Barbie doll was a failure because of the toothy
smile.
Culture combines the visible and invisible
In Japan, harmony with the environment is important
Culture is dynamic
Culture change as a result of migration, disasters, and
wars
Prototypes Mental representations based on general
characteristics that are not fixed and rigid, but
rather are open to new definition.
Dynamic abed may change
Based on objective observations.
ExampleLatin businesspeople often talk about their
families before getting down to business.
This prototype is generally accurate, but it may not
universally apply and it may change over time.
Dimensions of Culture
Context
Individualism
Communication style
Time orientation
Context
The dependence to environment of a situation
Low-context cultures depend less on the
environment of a situation to convey meaning
than do high-context cultures.
Low-context cultures: North America, Western
Europe
High-context cultures: Japan, China, Arab.
People in low-context cultures tend to be
logical, analytical, and action oriented
Explicit and Implicit
CommunicationHigh-context/implicit
communication
cultures
Low-context/explicit
communication
cultures
Germans
Swiss Germans
Scandinavians
North Americans
French
English
Italians
Latin Americans
Arabs
Japanese
Individualism An attitude of independence and freedom
from control.
Members of many low-context cultures value
independence and freedom from control.
Tradition, ceremony, and social rules are more
important in high-context culture
IndividualismLow-Context Culture High-Context Culture
Individualism
Individual action and
personal
responsibility
Collectivist
Membership, group,
teams
Group value, duties,
and decision
Resist independence
Time Orientation North American tend to correlate time with
productivity, efficiency.
In other cultures time may be perceived as an
unlimited resource.
Westerners value a direct, straightforward
communication style.
Westerners: sound of words
Asian: meaning of words
Communication Style
Achieving Intercultural
Sensitivity Avoiding Ethnocentrism:
The belief in the superiority of one’s owned race.
Bridging the Gap
Empathy: trying to see the world through
another’s eyes.
Saving face: indirectly respect the feelings and
dignity of others
Patience: tolerance, patient, silent
Personal Space in the USA
Intimate distance 18”
Personal distance 18” to 4’
Social distance 4’ to 8’
The Barriers of Cross Cultural
Communications Body Language
Etiquette
Establishing trust
Religious Belief
Social habits
Improving Cross-Culture
Communication Improving Intercultural Proficiency &Communication
Study your own culture first.
Learn about other culture.
Curb ethnocentrism
Seek common ground
Observe nonverbal cues in your culture
Use simple English
Adapt to local Preferences
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