Lecture on Cross Cultural Communication, GSM-Barcelona, Nov. 2010

1. Cross-cultural Communication, Steven Tolliver
Cross-Cultural
Communication
Steven Tolliver

2. Cross-cultural Communication, Steven Tolliver
Outline:
• What is “culture”?
• Stereotypes
• High and low context cultures
• Hofstede culture matrix and applications
• Comprehension between cultures
• Networks and networking
• Techniques for understanding

3. Cross-cultural Communication, Steven Tolliver
What is culture?
Culture includes traits that arise from basic
human needs, for example:
•Love
•Shelter
•Food
•Protection
•Understanding

4. Cross-cultural Communication, Steven Tolliver
What is culture?
Origins:
Early humans: invention of language and
story-telling.
Tool-making and farming
Cities and the creation of writing

5. Cross-cultural Communication, Steven Tolliver
What is culture?
Culture:
a way of understanding the world and our
place in it;
a guide for action: in a group, with strangers,
in the face of danger.

6. Cross-cultural Communication, Steven Tolliver
What is culture?
“Culture, or civilization, taken in its broad,
ethnographic sense, is that complex whole
which includes knowledge, belief, art, morals,
law, custom, and any other capabilities and
habits acquired by man as a member of
society.”
Sir Edward Burnett Tylor. 1920 [1871]. Primitive Culture.

7. Cross-cultural Communication, Steven Tolliver
What is culture?
Culture and tribes today:
Religions, nations, regions, languages,
dialects, sports, music, companies, etc.
Regional cultures and sub-cultures.

8. Cross-cultural Communication, Steven Tolliver
Stereotypes
These are simplified concepts of groups
based on assumptions.
Dynamic: " ingroups " and " outgroups "

9. Cross-cultural Communication, Steven Tolliver
Stereotypes
Sociologist Charles E. Hurst:
"One reason for stereotypes is the lack of
personal, concrete familiarity that individuals
have with persons in other racial or ethnic
groups. Lack of familiarity encourages the
lumping together of unknown individuals"

10. Cross-cultural Communication, Steven Tolliver
Awareness & Sensitivity
Intercultural Communication:
•Awareness:
identifying differences and similarities
•Sensitivity:
Ability to acknowledge, respect, tolerate
and accept cultural differences.

11. Cross-cultural Communication, Steven Tolliver
High-context vs. Low-context
Edward T. Hall, Beyond Culture, New York:
Anchor Books,1976.
High context: communication draws on shared
culture, fewer words need to suggest
meaning.
Low-context: communication is more direct
and explicit

12. Cross-cultural Communication, Steven Tolliver
High-context vs. Low-context
High context:
•Less verbally explicit communication
•More internalized understandings
•Long term relationships
•Strong boundaries- insider vs outsider
•Knowledge is situational, relational.
•Decisions and activities focus around personal face-
to-face relationships, often around a central person
who has authority.

13. Cross-cultural Communication, Steven Tolliver
High-context vs. Low-context
Low-context:
•Rule oriented.
•More knowledge is codified, public, external,
and accessible.
•Sequencing, separation--of time, of space, of
activities, of relationships
•Knowledge is more often transferable
•Task-centered.

14. Cross-cultural Communication, Steven Tolliver
High-context vs. Low-context
Copeland, L., Griggs, L. (1985), Going International:
How to make friends and deal effectively
in the global marketplace, New York: Random House

15. Cross-cultural Communication, Steven Tolliver
High-context vs. Low-context
Interactions between high and low-context cultures:
High to Low
Requires more independence and individual initiative.
Focus on task completion and creating a wide range of
contact.
Low to High
Requires more group identification, relationship
nurturing. High-context cultures can be hard to enter.
Requires earning membership in the group.

16. Cross-cultural Communication, Steven Tolliver
The Hofstede culture matrix
Geert Hofstede, sociologist
Framework for Assessing Culture:
•Small vs. large power distance
•Individualism vs. Collectivism
•Masculinity vs. Femininity
(Achievement vs. Quality of Life)
•Weak vs. strong uncertainty avoidance
•Long vs. short term orientation

17. Cross-cultural Communication, Steven Tolliver
The Hofstede culture matrix
http://www.geert-hofstede.com/hofstede_dimensions.php

18. Cross-cultural Communication, Steven Tolliver
The Hofstede culture matrix
http://www.culturegps.com/

19. Cross-cultural Communication, Steven Tolliver
Bennis, Benne, and Chin (& Nichols)
Four basic human characteristics:
•Rationality
•Socialization
•Compliancy
•Adaptability
Warren G. Bennis, Kenneth D. Benne, and Robert Chin, editors. The Planning
of Change [2nd Edition]. New York: Holt, Rinehart and Winston, 1969;
Fred Nichols, Change Management 101, Internet publication, January 2002

20. Cross-cultural Communication, Steven Tolliver
Hofstede +
Bennis, Benne, and Chin (& Nichols)
Four human
characteristics: Hofstede culture matrix:
Rationality Individualism vs. Collectivism
Socialization Masculinity vs. Femininity
Compliancy Small vs. large power distance
Adaptability Weak vs. strong uncertainty avoidance
John W. Bing
http://www.itapintl.com/facultyandresources/articlelibrarymain/hofstedes-
consequences-the-impact-of-his-work-on-consulting-and-business-practices.html

21. Cross-cultural Communication, Steven Tolliver
How to interact with people from
individualistic cultures?
How to interact with people from
group oriented cultures?
• Proposals based on their
self-interest.
• Allow individuals to
formulate and ask
questions.
• Proposals based on their
group’s interests.
• Allow the group to formulate
and ask questions.
• Allow the group to consult
with each other and spend
time working out their
responses, questions, and
concerns
John W. Bing, ITAP International, 2003

22. Cross-cultural Communication, Steven Tolliver
With an orientation toward
Achievement (Masculinity)?
With an orientation toward
Quality of Life (Femininity)?
• Emphasize performance
and results.
• Expect that work takes
precedence over family
life.
• Show drive or ambition
for completion of tasks
and meeting of
deadlines.
• Be decisive.
• Emphasize
interdependence.
• "Work to live" – focus on
improvement in quality of
life.
• Stress solidarity and
service.
• Use intuition.
John W. Bing, ITAP International, 2003

23. Cross-cultural Communication, Steven Tolliver
With a preference for High Power
Distance / Hierarchical
Orientation?
With a preference for Low Power
Distance / Participative Orientation?
• Communications via
senior staff.
• Use legitimate power to
exercise authority.
• Tell subordinates what
to do differently (do not
leave it to them to figure
out "how" to do things
differently).
• Use influencing skills.
• Include all people in
discussions.
• Allow for questions and
challenges.
• Provide a forum where all
can be involved
John W. Bing, ITAP International, 2003

24. Cross-cultural Communication, Steven Tolliver
With a need for Certainty? With Tolerance for Ambiguity?
• Provide specific rules
and structures.
• Provide supporting data
and theory.
• Be logical
• Provide real examples
and cost-benefit
analysis.
• Focus on compliance
with procedures and
policies
• Reward creative behavior
that brings good results.
• Focus on the learning
process.
• Share information and
open many lines of
communication.
• Challenge and question
"the way things are done."
John W. Bing, ITAP International, 2003

25. Cross-cultural Communication, Steven Tolliver
http://www.youtube.com/watch?v=Cw-JTQidjD4

26. Cross-cultural Communication, Steven Tolliver
When “yes” doesn’t mean “yes”
False friends: similar words may be understood or used
differently or have very different meanings.
From video: “urgent” can mean right now or as soon as
possible
Japan:
“yes” means “I understand what you are saying” and not
“I am agreeing with what you are saying”.
“Difficult” can mean “impossible”

27. Cross-cultural Communication, Steven Tolliver
Working with cultural differences
Communication:
•Speaking & listening:
– Simplicity & verification
– Speed & tone
•Using an interpreter: preparation
•Use shared languages, mathematics,
sciences.
•Gestures

28. Cross-cultural Communication, Steven Tolliver
Networks
Small World Theory & the 6 degrees of separation:
Stanley Milgram, Malcolm Gladwell

29. Cross-cultural Communication, Steven Tolliver
Networks
6 degrees: every person is connected to any
other person by six contacts.
Hubs or Super-conductors provide most direct
routes of contact.

30. Cross-cultural Communication, Steven Tolliver
Networking
GOAL: Getting a contact  Someone who will
pick up the telephone if you call them.
APPROACH:
•Define goals per contact
•Be interested
•Ask for introductions
•Find out you might offer to your contact

31. Cross-cultural Communication, Steven Tolliver
Business card etiquette
Use a card case
Give your card by hand (in Asia with both
hands)
When you receive a card: read it and ask
rapport-building questions

32. Cross-cultural Communication, Steven Tolliver
Cross-cultural communication
• Understand your own cultural perspective
• Study the cultural background of others
• Get to know the individuals you are
working with
• Respect their values and style
• Do not make assumptions
• In communication: strive for maximum
clarity (but be sensitive) and verify

33. Cross-cultural Communication, Steven Tolliver
Steven Tolliver
steventolliver@manfatta.com