Culture is the "lens" through which you view the world.
It is central to what you see,
How you make sense of what you see,
How you express yourself.
Values and perspectives shared by people who are
"conditioned by similar education and life
• Regional : country, area, community
• Religious : sects, variations, etc.. .
• Corporate : industry, company, department
• Other groups : schools, clubs, etc
• Lifestyle is a person’s pattern of living as
expressed in his or her psychographics
(activities, interests, opinions) to capture
information about a person’s pattern of acting
and interacting in the environment
Cross Culture Communication
Intercultural Communication is the process
of sending and receiving messages between
people whose cultural background could
lead them to interpret verbal and nonverbal signs differently.
Why is Cross Culture
Communication important ?
• Globalization: Cross border movement of
people, goods and data brings more and
more cultures into contact with one another
and increases the potential of cross culture
◦ Business Opportunities
◦ Job Opportunities
◦ Improves the contribution of employees in
a diverse workforce
◦ Sharing of views and ideas
◦ Talent improvisation
◦ An understanding of diverse market
Frequency of eye Contact
Use of Hands While Talking
Physical Distance Between Communicators
Speed of Speech
Use of First Names vs. Titles
Volume of Speech
Use of Facial Expressions
• In some cultures, looking people in the eye is
assumed to indicate honesty and
straightforwardness; in others it is seen as
challenging and rude.
In USA, the cheapest, most effective way to connect with people
is to look them into the eye.
Most people in Arab culture share a great deal of eye contact
and may regard too little as disrespectful.
In English culture, a certain amount of eye contact is required,
but too much makes many people uncomfortable.
In South Asian and many other cultures direct eye contact is
generally regarded as aggressive and rude.
How can the same Gestures be treated
differently in different cultures
Blocks to Cultural Communication
1. Ethnocentrism : Inability to accept another culture's
world view; "my way is the best."
2. Discrimination : Differential treatment of an
individual due to minority status; actual and perceived;
e.g., "we just aren't equipped to .Serve people like that."
3. Stereotyping : Generalizing about a person while
ignoring presence of individual difference;
e.g., "she's like that because she's Asian – all Asians
• Cultural Blindness: Differences are ignored and
one proceeds as though differences did not exist;
e.g., "there's no need to worry about a person's
• Cultural Imposition: Belief that everyone should
conform to the majority; e.g., "we know what's
best for you, if you don't like it you can go
• Tone Difference : Formal tone change becomes
embarrassing and off-putting in some cultures.
Skills To Overcome Differences
Respecting Differences and Working Together
Building Trust Across Cultural Boundaries
Understanding Body Language
Connecting with people