Understanding how Western nonverbal communications are perceived differently in other cultures can help avoid embarrassing situations.

1. The Unaware Westerner
Understanding how Western nonverbal
communications are perceived differently in
other cultures can help avoid embarrassing
situations.

2. You’re in India and you have just accepted a gift by a prospective
business partner. You have also insulted the person giving it to you
and crushed your chances of a future with that company….what did
you do wrong?
- As a Westerner, you should be aware that many cultures perceive our nonverbal communications, hand
gestures, posture, and eye contact very differently than we do.
- By demonstrating a sensitivity to other culture’s non-verbal traditions, you not only avoid embarrassing
situations, but you show respect for, and assimilate faster to those cultures.
- For international businesspersons working abroad or even medical professionals practicing here in the
United States, understanding a culture’s unique non-verbal communications can avoid more consequential
repercussions.
This is a presentation by Drew Buskirk, Jordan A. Paris, Keryzz Berkman, Denis S. Glavan, and Amia D. Padero

3. The Westerner who accepted the gift from the prospective Indian business partner made the mistake of accepting it from his
left hand. Many countries in Asia the Middle East use their left hand for personal hygiene, including the dirtier task of wiping
themselves after using the bathroom. Understandably, the left hand is considered “unclean” and would never be used to
accept a gift, shake someone’s hand, or to touch someone. To do so is an insult. [1] By accepting the gift with his left hand,
the Western businessperson basically told his prospective Indian business partner that he didn’t value his gift or the
partnership.
THE LEFT HAND
India Egypt
Touching someone is an example of Haptics, a type of non-verbal communication. We commonly touch someone without
even thinking about which hand we’re using. Your left hand is considered dirty when in Asia, Egypt, or other Middle East
countries. Remember this when interacting from someone from one of those cultures! Innocent gestures can carry a
much different meaning in other cultures, even patting a child on the head.
[1] http://www.andrews.edu/~tidwell/bsad560/NonVerbal.html

4. Soul Invasion
In America, we often pat a child on his or her head as a sign of affection, or to get their attention. In Sri
Lanka, Thailand and other Buddhist Cultures, the top of the head is where the spirit is believed to reside. [6]
To touch someone on the top of the head is an invasion of their spirit.
[6] Website: http://matadornetwork.com/abroad/10-common-gestures-easily-misunderstood-abroad/
Wedding Pat image http://trekity.com/wp-content/uploads/2013/02/pat-childs-head.jpg
Sri Lanka
Thailand
The unaware Westerner doesn’t even need to touch someone to be offensive in other cultures. Many simple,
friendly hand gestures we use everyday are considered anything but friendly in some cultures.

5. In many every-day situations, you might not be aware of the non-verbal messages that people from other cultures are
receiving by your hand gestures. For example, in Greece, if you hold your hand up, to say “hold-on”, you may very well be
insulting the person you are looking at. This gesture is known in Greece as “The Moutza”. It symbolizes the smearing of
charcoal or feces on the faces of prisoners to further shame them. [2] Obviously, this ancient act still has significant
meaning in the modern-day Greek culture and is one of the most offensive hand gestures you could use.
“Moutza?!?!” I meant “hold-on”
So, to avoid an awkward, or even violent situation while in Greece, remember “The Moutza”! There are other simple
hand gestures that a Westerner might use that could be interpreted in an unexpected way.
[2] Website: http://www.pacsafe.com/blog/five-hand-gestures-to-avoid-while-traveling/
Greece

6. “OK!”….not okay?
In America, we use the “OK sign” quite often to indicate “things are okay”.
In some Latin American countries,
such as Brazil, this non verbal hand
gesture is the same as calling someone
an ‘asshole’. [3] You can probably
imagine why. Without even realizing
it, you could unintentionally insult a
large number of people
with one
misused
gesture.
In Japan, the “OK sign” means ‘money’. Imagine
a Western businessperson giving the “OK sign”
at the end of a successful negotiation. The
Japanese businessperson might misinterpret
this as the American asking for a bribe! [4]
The consequences for using an inappropriate hand gesture in another country might not only lead to embarrassment, but
could cost you much more!
[3] Website: http://www.brighthubpm.com/monitoring-projects/85141-project-communication-tips-nonverbal-
communication-in-different-cultures/
[4] Book: Axtell, R., & Fornwald, M. (1998). Gestures: The do's and taboos of body language around the world (Rev. and expanded
ed.). New York: Wiley.
Reagan image from http://www.windsorstar.com/technology/Gallery+Reagan+years+White+House/4228004/story.html
Brazil
Japan

7. “In 1998, a newly married American couple went to New Zealand for their honeymoon. They rented a car and toured until
they missed a stop sign. A police officer pulled them over. They explained that they were new in town and didn't know about
the local traffic so were given a warning instead of a ticket. As a 'thank you' gesture, the husband gave the 'thumb up' sign.
The police officer called for back up and hand cuffed the American man. (A 'thump up' is seen as a rude gesture in New
Zealand.)” [5]
THUMBS UP!
If you’re not careful, you could end-up in
making things a lot worse for
yourself. A classic American
gesture riles feathers in some
countries where it literally
means “Up Yours!”
In America, the ‘Thumbs Up!’ is innocently used to say
“Awesome!”. It wouldn’t be so awesome to use this
gesture in Iran…. While not quite as severe, there are
other gestures that a Westerner might not want to use,
even while in Great Britain or Australia.
[5] Website: https://www.nacada.ksu.edu/Resources/Clearinghouse/View-Articles/body-speaks.aspx
(Links to an external site.)
George Bush image from http://semitrue.com/blog/wp-content/uploads/2002/08/bush_thumbs_up.jpg
Mitt Romney image from http://img1.nymag.com/imgs/daily/intel/2012/10/23/23-mitt-rommney-
thumbs-up.w750.h560.2x.jpg
Jeremy Clarkson image from http://www.cooltoplists.com/wp-content/uploads/2014/12/37917f4s-960.gif
Iran

8. “V” for Vex??
As a Westerner, you might assume that being in an English-speaking country might preclude you from having to avoid using
certain hand gestures…you would be wrong! In Great Britain and Australia, for example, throwing a “peace sign” might
induce anything but peace. If you happen to throw the sign, especially with your palm facing toward you, you are giving a
much different sign that one of “peace”. [7]
[7] Website: http://www.dauntlessjaunter.com/2011/11/17/common-gestures-in-one-place-but-offensive-elsewhere/
Nixon Image http://www.cbc.ca/polopoly_fs/1.2010872.1381564784!/httpImage/image.jpg_gen/derivatives/16x9_620/li-nixon-rtxl3qy.jpg
Headphones Guy Image http://www.ljplus.ru/img4/k/i/kirill_goth/IMG_1512.jpg
Great Britain Australia
If you’re not familiar with a particular culture’s non-verbal
language, you could offend without even making a conscious
gesture!

9. Beard Scratch or Brush-Off?As a Western man with a beard, you probably scratch your chin from time-to-time. Be sure one of those times isn’t while
visiting Belgium, France or Northern Italy. In those countries, the act of scratching the underside of your chin in a forward
manner is called the “chin flick”. To put this lightly, it means “get lost”. [8] Often used in arguments, it could be easily
misunderstood by anyone who happens to be in the path of a misguided “chin flick”….especially in a bar where alcohol is a
factor!
[8] Website: http://www.viralnova.com/rude-hand-gestures/
Chin Flick Image: http://www.expanish.com/blog/wp-content/uploads/2010/12/Dibujo1.jpg
BelgiumFranceItaly
Haptics and hand gestures
are two kinds of non-verbal
communication that a
Westerner would want to pay
attention to while in other
countries. There are other,
more subtle forms of non-
verbal communication that a
Westerner will want to be
conscious of. Eye contact is a
big one.

10. Look Away When I’m Talking to You!
As a Westerner, we’re taught to look someone in the eyes when talking to them. In our culture, this shows respect and
that you’re paying attention. In many Asian cultures, especially Japan, the respectful thing to do is look away. [9] This is
a sign of respect, the exact opposite of it’s meaning in the United States! Averting one’s gaze in public is a wise thing to
do in Japan. Making prolonged eye contact could be perceived as being too forward, especially by a man to an Asian
woman.
[9] Website: https://www.rpi.edu/dept/advising/american_culture/social_skills/nonverbal_communication/reading_exercise.htm
Angry Woman Image: http://fishduck.com/wp-content/uploads/2012/09/stock-footage-angry-young-woman-shaking-head-making-grimases-with-lips-and-eyes-anger-impatience.jpg
Staring Animal Image: http://lionstigersboysohmy.weebly.com/uploads/1/1/5/1/11510598/5312488_orig.jpg?224
For a Westerner to demonstrate his or her knowledge of
the significance of eye contact, they show a deep respect
for the culture. You’re likely to get much farther in your
endeavors by observing this non-verbal communication
rule.
The Japanese have other interesting non-verbal
communications that have the opposite
meaning as they do in the United States.

11. You Say Goodbye?
Japan can be confusing for a Westerner. The Japanese hand signal for “come here” might be interpreted as “goodbye”
or even “go away”. The difference is that as the hand is moved up and down, the fingers are pointed downward,
instead of outward, as they would be for a “goodbye” in Western culture. [10]
In addition to their lack of eye contact, the Japanese also show respect by bowing to one another. The
lower the bow, the more respect you are giving. This is one reason why posture is so important in Japan. It
comes from the consciousness of one’s body position. Some body positions are best avoided if you want to
make a good impression in Japan.
[10] Interview with Scott G Relaford
Handshake Image: http://managerlink.monster.com/nfs/managerlink/attachment_images/0001/3250/iStock_000005218304Small.jpg
The handshake was introduced to Japan by Westerners.
However, it has not replaced the traditional “bow”. You will
almost never see two Japanese shaking hands with one another.
[10]

12. No Slouching!
Proper posture is important to maintain if you want to make a
good impression in Japan. From bowing to sitting, it is wise to
be aware of your body position. Keep your back straight, feet
flat on the floor, and your head up (unless you are bowing!)
The message your body is sending when sitting
too low in a chair is that you aren’t interested in what’s
going on around you.
Slouching Cat Image: https://c1.staticflickr.com/1/109/287464403_8b77594f9b_b.jpg
Japan is not the only country where one should be
aware of their body position, especially if you plan
on conveying a sharp image while conducting
business in Saudi Arabia or with a visiting Saudi.

13. [9] Website: https://www.rpi.edu/dept/advising/american_culture/social_skills/nonverbal_communication/reading_exercise.htm
Businessman with Shoes Image: http://img.medicalxpress.com/newman/gfx/news/2013/newstudydoes.png
Businessman with Socks Image: http://images.smh.com.au/2010/06/09/1579658/article400_man-feet-up-desk-420x0.jpg
Guy with Dirty Bare Feet Image: https://c3.staticflickr.com/3/2010/5697087661_61280cf040_b.jpg
Feet Make Bad Impressions
Imagine yourself as a successful international businessperson, relaxing in
your Dallas office. You are waiting for your next meeting with a
representative for a large Saudi Petroleum company. You had just put your
feet up on your desk when the client walks in. Before you can put your feet
back on the floor, you see your client and your money walk out the door.
What you didn’t realize is that many cultures view the soles of your feet the
dirtiest part of the body. [10] By showing the Saudi your soles, you insulted
him and immediately convinced him that
you weren’t the kind of person who he
would want his client to do business with.
Saudi Arabia
As you can see, failing to observe other
culture’s non-verbal communications can
have serious consequences for the
businessperson. Even while in the United
States, there are professionals who need
to be aware of other culture’s unique non-
verbal communication customs.

14. Healthcare Workers: Be Advised
[11] Website: http://www.dimensionsofculture.com/2010/11/non-verbal-behavior-in-cross-cultural-interactions/
Doctor Image: http://cdn.thewire.com/img/upload/2012/12/23/shutterstock_3398434/large.jpg
Excited Arab Image: https://limewoody.files.wordpress.com/2006/05/angry-arabs21.jpg
Calm Asian Man Image: http://features.cgsociety.org/newgallerycrits/g84/12584/12584_1304455667_large.jpg
Businesspersons are not the only group that should pay special attention to the non-verbal communication traditions of
other cultures. Healthcare workers must also be keenly aware of their patient’s culture or risk making them uneasy or even
worse, overprescribing medication. “Americans tend to be moderately expressive when it comes to body language,
gesturing freely compared to most Asians, but seeming constrained when compared to some Latin or Arab cultures. An
American might misread an exaggerated use of hands or arms in conversation as an indication of excitability or distress in a
person when, if fact, it means nothing of the sort.” [11] “Similarly, a western provider may over- or underestimate a
patient’s level of pain based on the presence or absence of loud complaint, gesticulations, and other expressions of pain
which are closely tied to a person’s culture.” [11]
The expressions Westerners
make or must make sense of
can vary widely. In some
cultures, the use of expressions
is diminished altogether.
Consequences for being too
expressive aren’t as serious as
they are for professionals, but
it’s still good practice to be
aware of the cultural norm
when visiting Scandinavian
countries, for example.

15. Excess Express
Sometimes you just want to blend-in. Sometimes you just don’t want to stand-out. Being aware of a how one normally
behaves on a day-to-day basis in a particular culture can help you fit-in. Scandinavians tend to be less expressive with their
faces than those from other countries, including Westerners.
An interesting study was conducted by Stanford University in
which European Americans from Irish descent and Scandinavian
descent were compared with
one another in terms of their use
of facial expressions. [12] The
Scandinavians demonstrated the
“target behavior” less consistently
than the Irish descendants. The
“target behavior” is referring to
whether the test subjects expressed the appropriate level of facial expression when asked
to recall specific times in their lives when they felt certain strong emotions. If you wish to
blend-in while visiting Scandinavian countries, it might be a good idea to refrain from
expressing excess emotion.
[12] Website and Figure 1: http://www-psych.stanford.edu/~tsailab/PDF/Variation%20among%20European%20Americans.pdf
A Westerner trying to assimilate to another culture may find this a difficult undertaking. Of the non-verbal
communication aspects of our Western culture, the use of silence could be one of the more challenging ones.
Figure 1

16. The Silence of the WesternerThe use of silence is often overlooked by Westerners. We typically feel compelled to fill silence with words, often banal
chatter or meaningless conversation. Western culture is considered a “low context” culture, where words take the place of
a cultural context or history. In contrast, Arab and Asian are “high-context” cultures where the culture or “context” of a
situation is more apparent and understood. “From the Japanese perspective, quietly taking a moment to think everything
through is appropriate behavior. From the perspective of Americans, whose communication depends on actual words, the
silence is misinterpreted as a rejection. Low-context people dislike the silence.” [13]
[13] Website: http://www.texasenterprise.utexas.edu/2011/04/15/workplace/americans-hate-silence-they-love-words
Talking Too Much Image: http://www.nicoleunderwood.com.au/wp-content/uploads/2014/07/blah-blah.jpg
As hard as it might seem, resisting the urge to fill the silence gaps with
useless chatter is important if you wish blend-in to an Asian or Arab
culture.
Japan
Morocco
As Westerners, we have other facets of our non-verbal language that
can be just as hard to adapt to the norms of other cultures. In
addition to the use of silence, the amount of personal space (or lack
thereof) is something that a Westerner might take a while to get
used to.

17. Westerner, Coming Through!
Westerns like their space. We’re used to having plenty of “elbow room” and tend to distance ourselves from strangers
more so than people from other cultures. With the increased world population and the large number of people living
in limited spaces, we as Westerners should consider it a luxury to be able to walk down the street without being in
constant contact with those around us. In many countries, Egypt, Brazil [14] and China, to name a few, the amount
of personal space one is afforded is very small, if any at all. Egyptians,
for example, don’t have the same requirements for personal space and
might make a Westerner feel uncomfortable by how close they are
standing. Conversely, an
Egyptian might wonder why
an American keeps moving
away from them, as if
they were being avoided.
The American may have no
idea they left the Egyptian
confused.
[14] Website: http://www.npr.org/sections/codeswitch/2013/05/05/181126380/how-different-cultures-handle-personal-space
Gimme Space Guy Image: http://westsidetoastmasters.com/resources/book_of_body_language/images/194-personal_space.jpg
Crowded Pool Image: http://lh4.ggpht.com/-TnjfsmiFrPY/UCPcrm--SgI/AAAAAAAAbno/6tBssi12PZs/china-crowded-pool-1%25255B7%25255D.jpg?imgmax=800
Egypt Brazil China

18. In Conclusion…
As a Westerner, we often fail to recognize another culture’s particular non-verbal communications meanings. We
sometimes make the mistake of assuming that all cultures share the same meanings for our hand gestures, levels of
eye contact and other non-verbal communications. The repercussions for failing to understand a culture’s specific
non-verbal communication meanings can vary from embarrassment to violence, from expensive to harmful. The
reward for taking the time to familiarize yourself with a culture’s unique non-verbal communications can be priceless.
Married Couple Image: http://media.wild-about-travel.com/wp-content/uploads/2014/11/Getting-Married-Japanese-Style.jpg
Final Thoughts…..
- Have you experienced a situation where you were conveying a non-verbal
message that you didn’t intend because of a cultural difference in it’s
meaning? Did you eventually come to understand the difference?
- Have you ever experienced a situation where you misunderstood
someone else’s non-verbal communication because of a cultural
difference in meaning? Were you offended?
- What are some other examples of a Western non-verbal communication
that might be misunderstood by another culture?

19. References:
[1] Website: http://www.andrews.edu/~tidwell/bsad560/NonVerbal.html
[2] Website: http://www.pacsafe.com/blog/five-hand-gestures-to-avoid-while-traveling/
[3] Website: http://www.brighthubpm.com/monitoring-projects/85141-project-communication-tips-nonverbal-
communication-in-different-cultures/
[4] Book: Axtell, R., & Fornwald, M. (1998). Gestures: The do's and taboos of body language around the world (Rev. and
expanded ed.). New York: Wiley.
[5] Website: https://www.nacada.ksu.edu/Resources/Clearinghouse/View-Articles/body-speaks.aspx
[6] Website: http://matadornetwork.com/abroad/10-common-gestures-easily-misunderstood-abroad/
[7] Website: http://www.dauntlessjaunter.com/2011/11/17/common-gestures-in-one-place-but-offensive-elsewhere/
[8] Website: http://www.viralnova.com/rude-hand-gestures/
[9] Website: https://www.rpi.edu/dept/advising/american_culture/social_skills/nonverbal_communication/
reading_exercise.htm
[10] Personal Interview: Scott G. Relaford, PhD in Asian Culture at The University of Tokyo, PhD in Psychology at University
of California, Los Angeles. Phone interview conducted in Tacoma, WA on 6/1/15
[11] Website: http://www.dimensionsofculture.com/2010/11/non-verbal-behavior-in-cross-cultural-interactions/
[12] Website: http://www-psych.stanford.edu/~tsailab/PDF/Variation%20among%20European%20Americans.pdf
[13] Website: http://www.texasenterprise.utexas.edu/2011/04/15/workplace/americans-hate-silence-they-love-words
[14] Website: http://www.npr.org/sections/codeswitch/2013/05/05/181126380/how-different-cultures-handle-personal-
space