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BUSINESS COMMUNICATION
SEM IV
MODULE 1MODULE 1
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IMPORTANCE OF CULTURE IN COMMUNICATION
Intercultural Communication is the process of sending and
receiving messages between people whose cultural backgroundscould lead them to interpret verbal and nonverbal signs differently.
Effective intercultural communication
Opens up business opportunities round the world. It improves the
contributions of employees in a diverse workforce.
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Treat people the way they expect to be treated, not the way
you expect to be treated.
The diversity of todays workforce brings distinct
advantages to businesses:
1. A broader range of views and ideas
2. A better understanding of diverse,
fragmented markets
3. A broader pool of talent from which to
recruit.
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4. Recognize the changing environment
5. Adapt to the environment without
compromising principles
6. Dont assume problems will magically
disappear.
7. Keep corporate communication connected to
strategy.
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John Bodley (1994):Definitions of Diverse Dimensions
Topical:Culture consists of everything on a list of topics, or categories, such as social
organization, religion, or economy
Historical: Culture is social heritage, or tradition, that is passed on to future generations
Behavioral: Culture is shared, learned human behavior, a way of life
Normative: Culture is ideals, values, or rules for living
Functional:Culture is the way humans solve problems of adapting to the environment or living
together
Mental: Culture is a complex of ideas, or learned habits, that inhibit impulses and distinguishpeople from animals
Structural: Culture consists of patterned and interrelated ideas, symbols, or behaviors
Symbolic: Culture is based on arbitrarily assigned meanings that are shared by a society
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Principles1. Culture is learned:1. Culture is learned:
Culture is transmitted through the process ofCulture is transmitted through the process of
learning and interacting with oneslearning and interacting with onesenvironment, rather through the geneticenvironment, rather through the genetic
process.process.
2. Culture influences biological processes2. Culture influences biological processes3. Culture universals3. Culture universals
4. Culture changes4. Culture changes
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DEVELOPING COMMUNICATION COMPETENCE
Concentrate on long term relationships, not short term contracts.Concentrate on long term relationships, not short term contracts.
Focus on the interests and perceptions of therecipient. Berealistic aboutFocus on the interests and perceptions of therecipient. Berealistic about
others view. Acknowledge distinctions.others view. Acknowledge distinctions.
Avoid overreliance on cultural generalizations. Avoid assumptions;Avoid overreliance on cultural generalizations. Avoid assumptions;
generalizations.generalizations.
Besensitive to timing.Besensitive to timing.
Remain flexible, but prepare your messagescarefully.Remain flexible, but prepare your messagescarefully.
Learn to listen,Not just speak.Learn to listen,Not just speak.
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Communication and Culture
Culture gives meaning to the visible communication process.Culture gives meaning to the visible communication process.
2 trends that have made intercultural business2 trends that have made intercultural business
communication so important:communication so important:
A) Market globalization, that allows people fromA) Market globalization, that allows people from
different cultures to interpret their verbal and non verbaldifferent cultures to interpret their verbal and non verbalsignals .signals .
B) Advances in technology help companies crossB) Advances in technology help companies cross
national boundaries. Sheraton hotels Hawaii.national boundaries. Sheraton hotels Hawaii.
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MODULE 2
BARRIERSTO EFFECTIVECOMMUNICATIONBARRIERSTO EFFECTIVECOMMUNICATION
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ROADBLOCKSClassification of barriers:Classification of barriers:
IntrapersonalIntrapersonal
InterpersonalInterpersonal
OrganizationalOrganizationalRoadblocksRoadblocks
1.1. Differences in perspectiveDifferences in perspective
2.2. Differences in knowledge levelsDifferences in knowledge levels
3.3. Lack of common languageLack of common language4.4. Tendency to stereotype and jump to conclusions.Tendency to stereotype and jump to conclusions.
5.5. Strong emotionsStrong emotions
6.6. Self centerednessSelf centeredness
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7. Ethnocentrism: greatest single obstacle
to understand culture.
Literally means culture centered.
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Strategies to overcome the Barriers
Get to know the people you communicate with.Get to know the people you communicate with.
Learn to look at things from others perspectives.Learn to look at things from others perspectives.
Seek and offer feedback.Seek and offer feedback.
Choose the right medium and the right channel.Choose the right medium and the right channel.
Mind your tone.Mind your tone.
Talk less, listen more.Talk less, listen more.
Ethno relativism i.e. ability to relate and adapt to others cultureEthno relativism i.e. ability to relate and adapt to others culture
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Some pointers to good word usage
Be positiveBe positive
Dictionary and ThesaurusDictionary and Thesaurus
A wide choiceA wide choice
Who is your audienceWho is your audience
Social settingSocial setting
JargonJargon
New wordsNew words
Sentence constructionSentence construction
Understand word structureUnderstand word structure
Enjoy the languageEnjoy the language
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MODULE 3
CROSSCULTURALCOMMUNICATIONCROSSCULTURALCOMMUNICATION
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Characteristics of culture
Culture guides individual and collective behavior.Culture guides individual and collective behavior.
It influences:It influences:
The decision makingThe decision making
The style of managementThe style of management
Relations and behavior patternsRelations and behavior patterns
Cultures are integrated wholes: cultures are coherentCultures are integrated wholes: cultures are coherent
and logical systems, the parts of which to a degree areand logical systems, the parts of which to a degree are
interrelated.interrelated.
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Language mirrors values
Successful corporate culture manages to:
integrate symbols (such as a corporate logo),
legends (stories about past successes and
failures), heroes (influential managers from the
past) and shared experiences (such as
working together on successful projects).
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The process of developing a corporate
culture involves the following:
1.Identifying common beliefs among employees
2.Gaining consensus
3.Documenting the essential features
4.Making the culture visible to other employees
on a regular basis.
5.Providing explicit training in the corporate
culture for new employees.
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Cross-cultural ValuesAmericans Japanese
FreedomFreedom
IndependenceIndependenceSelfSelf--reliancereliance
EqualityEquality
IndividualismIndividualism
CompetitionCompetition
EfficiencyEfficiency
TimeTime
DirectnessDirectness
OpennessOpenness
BelongingBelonging
Group harmonyGroup harmonyCollectivenessCollectiveness
Age/seniorityAge/seniority
Group consciousnessGroup consciousness
CooperationCooperation
QualityQualityPatiencePatience
IndirectnessIndirectness
GoGo--betweenbetween
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Edward T. Hall's Model
HighHigh--context culturescontext cultures
LongLong--lastinglasting
relationshipsrelationships
Exploiting contextExploiting context
Spoken agreementsSpoken agreements
Insiders and outsidersInsiders and outsidersclearly distinguishedclearly distinguished
Cultural patternsCultural patterns
ingrained, slow changeingrained, slow change
LowLow--context culturescontext cultures
Shorter relationshipsShorter relationships
Less dependent on contextLess dependent on context
Written agreementsWritten agreements
Insiders and outsiders lessInsiders and outsiders lessclearly distinguishedclearly distinguished
Cultural patterns changeCultural patterns change
fasterfaster
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Strategies for Improving Cross-CulturalCommunication:
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Social DifferencesFormal rules of etiquette are explicit and wellFormal rules of etiquette are explicit and well
defined but informal rules are learned throughdefined but informal rules are learned through
observation and imitation e.g. table manners.observation and imitation e.g. table manners.
AttitudeTowards MaterialismAttitudeTowards Materialism
People from US emphasize hard work, materialPeople from US emphasize hard work, material
success and efficiency more than many people insuccess and efficiency more than many people inother countries do.other countries do.
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NON VERBAL DIFFERENCES
NVC is important in delivering meaning but only ifcommunicatorsNVC is important in delivering meaning but only ifcommunicators
belong to thesameculture. It varies from place to place and culture.belong to thesameculture. It varies from place to place and culture.
Types ofNVC:Types ofNVC:
KinesicsKinesics
ProxemicsProxemics
OculesicsOculesics
ChronemicsChronemics
Body language: People from the otherculture who speakyour languageBody language: People from the otherculture who speakyour language
have not mastered yourcultures body languagehave not mastered yourcultures body languagee.ge.g
looking in theeyelooking in theeye
U.S: positiveU.S: positive
Asia :disrespectfulAsia :disrespectful
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