Multicultural and Global

Communication

Chapter 2

Communication Across Cultures is Necessary due

to:

•Outsourcing•Offshoring•E-commerce

Culture

Customary beliefs, social norms, values, material traits, and behavior patterns transmitted from generation to generation that distinguish groups of people

Corporate Cultural Dimensions

• Behavioral expectations

• Values• Patterns of

operation• Beliefs

• Assumptions• Norms• Customs• Rituals• Symbols

Core Cultural Dimensions

•Ethnicity•Race•Gender•Age•Physical disability

Cultural Ethnicity and Race

•Ethnicity relates to common history.

•Race relates to characteristics transmissible by descent.

Gender Roles

•Men and women tend to communicate differently.

•Societal expectations of men and women affect how they interact with one another.

Age Diversity

Age and stage of life affect individuals’ values and how others perceive them.

Physical Disability

The Americans with Disabilities Act (ADA) removes unreasonable barriers to employment in an effort to prevent discrimination against people with disabilities.

Multicultural Perspectives

• Cultural background affects communication.

• Cultural diversity in the workplace and in the marketplace has increased.

• Greater understanding of the connection between culture and communication is necessary.

Cross-Cultural Communication Barriers

•Cultural relativism•Ethnocentrism•Lack of knowledge and

understanding of other cultures•Discriminatory behaviors

including harassment•Language differences

Cultural Relativism

Compares the values and behaviors of different cultures and usually means judging them against standards of right and wrong from your own culture

Ethnocentrism

The inherent belief that your own cultural traditions and values are correct and superior

Stereotypes

•Assumption that behaviors or characteristics typical of a particular culture define all members of that cultural group

•Result from a limited knowledge of cultural diversity

Discrimination

Showing favoritism or prejudicial rejection of people because of differences

Sexual Harassment

•Unwelcome behavior of a sexual nature or with sexual overtones

•Quid pro quo•Hostile environment

Languages

Language differences may be a barrier to effective business communication.

Nonverbal Language

•Influences the receiver’s understanding and acceptance of a message

•Is believed rather than the verbal message if the two are inconsistent

Multicultural Communication Guidelines

•Understand your own culture.•Keep an open mind and

respect diversity.•Identify and adapt to

language differences.

Multinational and Global Business

•Multinational business – operations targeted toward and conducted in two or more countries

•Global business – operations and strategies to serve a world market

High Context Cultures

•Place high value on relationships

•Favor indirect communication

Low-Context Cultures

•Value productivity

•Prefer direct communication

•Give minimal attention to relationship building

Speaking and Writing for a Global Audience

•Learn and use a few phrases and greetings in the receiver’s native language.

•Use the indirect or direct style to match the style of the receiver.

Global Communication Strategies

• Review business communication principles.

• Analyze the message receiver.• Be open to and accepting of

other cultures.• Learn about other cultures and

apply what you learn.• Consider language needs.