8/3/2019 1281404_634595933183403750

1/10

CROSS CULTURAL

COMMUNICATION

VIETNAM AND US

Presented at the San Diego World TradeCenter.

November 2011

8/3/2019 1281404_634595933183403750

2/10

8/3/2019 1281404_634595933183403750

3/10

Cross cultural communication

-To understand how similar or differentcommunication across cultures is, we have tofigure our how similar or different the cultures

are.

-differences in cultures helps explain why peoplefrom different cultures communicate

differentlythese are called dimensions ofcultural variability. (Gudykunst andMatsummoto)

8/3/2019 1281404_634595933183403750

4/10

Historical influence

-VN has had influence of the Chinese (1,000 years),the French (100 years) and Americans in theSouth.

-All three have had a significant influence on

Vietnamese culture and it is evident between thebusiness cultures of the north and the south ofthe country.

-The last 15 years has ushered in an era of materials

and cultural awareness that distinguishes theyoung generation from their parents andgrandparents.

8/3/2019 1281404_634595933183403750

5/10

Historical Influence cont.

-A duality of cultural continuity and rapid

change---a young population with a long

historical tapestry where old threads are

caught between modernity, cultural

integration into the global culture and

preservation of the old Vietnamese cultural

fabric.

8/3/2019 1281404_634595933183403750

6/10

Use Hostedes Cultural Dimensions to

look at VN vs US

How the dimensions affect communication betweenAmericans and Vietnamese business people

1. Collectivism vs Indidualismmost important is the sphereof influence in collectivistic cultures, it is very general

while in individualistic cultures it is very specific.VNthe in-group affects many different aspects of apersons life, importance of relationships, responsibility,and obligation, avoid aggressive behavior (Confucianism),respect age rank orders are important. All these figure

into negotiations and business dealingsUS the in-group affects behavior in very specificcircumstances

8/3/2019 1281404_634595933183403750

7/10

2. Uncertainty Avoidance. High or Low

VNHUA but also LUA in some aspects

depending on business and ownershipstructures.

-Most likely to display emotions and

especially if there is a likelihood of losing face

US--LUA Low stress levels, weaker superegos

and accept dissent and taking of risks

8/3/2019 1281404_634595933183403750

8/10

3. Communication distance

VN--- High CD and US---Low CD

4. Power Distance

VNHPDprefer to use coercive or referent powerso superiors consider themselves as different fromthe subordinates and vice-versa. Looks at tact,servitude and wealth as an antecedents to freedom

USLPD---Believe power can be used when it is

legitimate and prefer expert or legitimate powerViews respect for the individual and equality for theindividual as antecedents of freedom

8/3/2019 1281404_634595933183403750

9/10

5. High context vs Low context culture

VNHCCcommunication is indirect and

ambiguous, it conceals speakers true intention,

pays attention to others behavior and othersstatus characteristics, direct requests are viewedas ineffective, openness is uncommon and peopleare more reserved

USLCC---communication is direct andunambiguous, it conveys speakers trueintentions

8/3/2019 1281404_634595933183403750

10/10

Other aspects of culture that affect communication:

1. Face: VN people are most likely to go a great

length to avoid losing face

2. Dressing for business when in businessmeetings. You have to take pictures and mayhave to dress down if the VN counterparts arenot dressed up as you are.

3. Eye contact: Looking at peoples eyes when youare talking to them is not always looked at aspolite and especially when talking to an olderperson.