NETA PowerPoint® Slides to AccompanyPrepared b.docx

NETA PowerPoint® Slides
to Accompany
Prepared by
Katharine Ferguson,
Seneca College
Copyright © 2019 by Nelson Education Ltd.
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Intercultural Communication
Chapter 3
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Trends fuelling
globalization
Characteristics and
dimensions of culture
Enhancement of
intercultural
communication
Advantages and challenges
of workforce diversity
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The Growing Importance of Intercultural Communication
Markets go global
Major trends fuel globalization
Domestic workforce is becoming increasingly diverse
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North American companies in global markets must adapt to
other cultures. Favourable trade agreements, declining domestic
markets, and middle-class growth fuel the expansion of global
markets. Learning more about the powerful effect s that culture
has on behaviour will help reduce friction and misunderstanding
when dealing with people from other cultures.
New transportation and information technologies are major
contributors to the development of global interconnectivity. The
changing landscape of business demonstrates the need for

technology savvy and connectedness around the world.
Immigration makes intercultural communication skills
increasingly necessary. Learning to adapt to an intercultural
workforce and multinational companies is an important
requirement for business communicators.
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Markets Go Global
Mergers, acquisitions, alliances, and buyouts stir growth beyond
national boundaries.
Multinational companies in global markets must adapt to other
cultures.
Even a locally successful company like Tim Hortons has
expanded to overseas markets.
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Major Trends Fuel Globalization
Shrinking domestic markets
Favourable trade agreements (i.e., GATT and NAFTA)
Growing numbers of middle-class consumers in emerging
nations
Transportation advancements
Increasingly sophisticated information and communication
technologies
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An Emerging Global Middle Class
About 70 percent of world growth will come from emerging
markets.
By 2030 the global middle class will more than double.
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Seventy percent of the world growth over the next few years
will come from emerging markets. By 2030 the global middle
class will more than double, from 2 billion today to 4.9 billion,
two thirds of whom will reside in the Asia-Pacific region.
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Advancement in Transportation and Logistics
Transportation and logistics technologies are major contributors
to global interconnectivity.
Digital wireless sensor telemetry keeps shippers informed of
vital information en route.
Senders can track the destination, the speed of movement, and
the temperature of a shipment’s environment, if necessary.
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Information and communication technology has fuelled
globalization.
The Internet, wireless networks, smartphones, and mobile
electronic devices permit instant communication.
High-speed, high-capacity, and relatively low-cost
communications have made geographic location virtually
irrelevant.
Reach of Technological Advancements

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Breakthroughs in transportation and communication technology
also push the drive toward globalization.
Development of information and communication technologies is
probably the most significant factor in fuelling globalization.
These technologies have changed the way we live and do
business with the help of the internet, wireless networks,
smartphones, mobile electronic devices, and other
communication media. Many are high-speed, high-capacity, and
relatively low cost, which has made geographic location
irrelevant for many activities and services.
Domestic Workforce Is Becoming Increasingly Diverse
Immigration makes intercultural communication increasingly
necessary.
The two most popular destinations are Canada and the United
States.
Cultural diversity is increasingly the norm.
Business communicators must learn to adapt to a growing
intercultural workforce.
Multinational companies must learn to accommodate and
manage intercultural change.
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Culture and Communication

Culture is the complex system of values, traits, morals, and
customs shared by a society.
Culture is a powerful operating force that moulds the way we
think, behave, and communicate.
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Characteristics of Culture
Culture is learned.
Culture is inherently logical.
Culture is the basis of self-identity and community.
Culture combines the visible and invisible.
Culture is dynamic.
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The rules, values, and attitudes of a culture are learned and
passed down from generation to generation.
The rules in any culture originated to reinforce that culture’s
values and beliefs. They act as normative forces.
Culture is the basis for how we tell the world who we are and
what we believe, and provides our sense of community.
To outsiders, the way we act is the most visible part of our
culture.
Over time culture will change. Changes are caused by
advancements in technology and communication. Changes are
also caused by such events as migration, natural disasters, and
conflicts.
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Dimensions of Culture
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Culture
Context
Individualism and collectivism
Time orientation
Power distance
Communication style
Cultural Context
www.youtube.com/watch?v=8tIUilYX56E
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This video helps to distinguish and discuss the characteristics of

high- and low-context culture based on the theory developed by
Edward T. Hall.
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Context
Low-context cultures tend to be logical, linear, and action-
oriented (e.g., North America, Germany, Scandinavia).
High-context cultures tend to be relational, collectivist,
intuitive, and contemplative (e.g., Japan, China, Arab
countries).
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Context refers to the stimuli, environment, or ambience
surrounding an event. Developed by Edward T. Hall, the
concept of context is the most important cultural dimension and
also the most difficult to define.
Low-context cultures tend to be logical, analytical, and action-
oriented. They stress clearly articulated messages that they
consider to be objective, professional, and efficient.
High-context cultures pay attention to more than the words
spoken. They emphasize interpersonal relationships, nonverbal
expression, physical setting, and social setting. Communication
cues are transmitted by posture, voice inflection, gestures, and
facial expression.
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Individualism Versus Collectivism
Individualism

Low-context cultures tend to prefer individual initiative, self-
assertion, and personal achievement.
Collectivism
High-context cultures tend to prefer group values, duties, and
decisions.
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Time Orientation
Time is precious to North Americans. It correlates with
productivity, efficiency, and money.
Time is seen as unlimited and
never-ending in
some cultures (i.e., some cultures
have a relaxed attitude toward time).
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Power Distance
It measures how people in different societies cope with
inequalities. High power distance countries emphasize formality
and paternalistic power relationships.
In low power distance cultures, subordinates consider
themselves equal with supervisors, voice opinions, and

participate in decision making.
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Communication Style
Low-context cultures emphasize words, straightforwardness,
and openness. People tend to be informal, impatient, literal, and
uncomfortable with silence and delays.
High-context cultures rely on nonverbal cues and the total
picture to communicate. Meanings are embedded at many
levels, including figures of speech which, when taken literally,
may be misinterpreted.
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High-Context and
Low-Context Cultures
Asian
Arabian
South European
African
South American
Central European
Australian
Canadian
Northern European

German
Swiss
Low Context
High Context
HIGH-CONTEXT CULTURES
LOW-CONTEXT CULTURES
Relational
Collectivist
Intuitive
Contemplative
Logical
Linear
Individualistic
Action-oriented
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Show students this figure and ask how many feel their culture is
high context and how many feel their culture is low context. As
a class, discuss whether these dimensions are more or less true
today given globalization and immigration. Culture is dynamic
and influenced by technology and communication, so the lines
between high- and low-context cultures may be blurring.
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Improving Intercultural Effectiveness
Build cultural self-awareness
Curb ethnocentrism.
Understand generalizations and stereotyping
Be open-minded
Save face

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Suggest students think of themselves as a product of their
culture; what reflexive reactions and autonomic thought patterns
are a result of their upbringing?
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Curbing Ethnocentrism
Ethnocentrism is the belief in the superiority of one’s own race
and culture.
This is a natural attitude inherent in all cultures.
It causes us to judge others by our own values.
Automatic ethnocentric responses can be reduced through
fostering knowledge of other cultures and developing cultural
sensitivity.
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Ethnocentrism causes us to judge others by our own values. We
expect others to react as we would, and they expect us to behave
as they would. Misunderstandings naturally result. Ethnocentric
reactions can be reduced through knowledge of other cultures
and the development of increased intercultural sensitivity.
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Curbing Ethnocentrism
Takes a conscious effort
Leads to more satisfying relationships
Makes work life more productive and gratifying
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Understanding Generalizations
and Stereotyping
Stereotype
An oversimplified behavioural pattern applied uncritically to
groups
Prejudice
Rigid attitude based on erroneous beliefs or preconceptions
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Stereotypes are fixed and rigid. When a stereotype develops
into a rigid attitude based on erroneous beliefs or
preconceptions, it becomes a prejudice. Prototypes are dynamic
and change with fresh experience. Prototypes based on objective
observations usually have a considerable amount of truth to
them. For example, “South American businesspeople often talk
about their families before getting down to business.” This
prototype is generally accurate, but it may not apply universally
and it may change over time.
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Prototype
A mental representation based on characteristics that are
flexible and open to new definitions with new experiences
Generally accurate, but may not universally apply and may
change over time with new experience
Generalizations
When categorizing data, generalizations are made.

Significant intellectual discourse and science would be
impossible without generalizations.
Unfounded generalizations can lead to bias and prejudice.
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Understanding Generalizations
and Stereotyping
Unfounded generalizations about people and cultures, of course,
can lead to bias and prejudice. However, for our purposes, when
discussing cultures, it is important to use generalizations and
describe cultural prototypes.
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Being Open-Minded
Empathy
Patience
Saving face
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To improve tolerance, practise empathy. This means trying to
see the world through another’s eyes, being less judgmental,
and being eager to find common ground.
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Patience and Silence
Recognize the effort speakers for whom English is an additional
language are making.
Be patient.

Wait and listen.
Embrace silence for reflection and contemplation.
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When someone for whom English is an additional language
(EAL) is struggling to express an idea in English, English
speakers should exhibit patience and avoid the temptation to
finish the sentence and provide the word that they presume is
wanted. Many EAL speakers will smile and agree out of
politeness, but the words many not, in fact, express their
thoughts.
Remaining silent is another means of exhibiting tolerance. In
Asian cultures, silence is deliberately used for reflection and
contemplation.
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Saving Face
Face refers to a person’s image in his or her social network.
Positive comments raise a person’s social standing; negative
ones lower it.
Low-context cultures are less concerned with face.
Those in high-context cultures are more concerned with social
harmony and saving face.
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Saving face may require indirectness to respect the feelings and
dignity of others. Face refers to the image a person puts forth in
his or her social network. Positive comments raise a person’s
social standing while negative comments lower it. People in

high-context cultures are indirect and go to great lengths to
avoid giving offence by saying no.
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Successful Nonverbal
Deciphering body language
Increasing awareness
Avoiding judgment
Showing support
Following their lead
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Deciphering Body Language
Deciphering body language is more complex when cultures
differ.
Gestures can create very different reactions in different cultures
and care must be taken when using and interpreting them.
Increasing awareness of cultural dos and don’ts can be difficult.
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Cultural Gaffes
www.youtube.com/watch?v=haohj1sVnyk
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This entertaining video shows how small, seemingly
insignificant, nonverbal cultural faux pas can cause significant
miscommunication. Students are often surprised by what they
see here.
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Techniques for Achieving Intercultural Competence
Avoid judgment
Descriptive feedback is more effective than judgmental
feedback.
Descriptiveness refers to the use of concrete and specific
feedback.
Show support
Head nods, eye contact, facial expressions, and physical
proximity support others positively.
Follow their lead
It is wise to follow the lead of businesspeople in other cultures.
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As an example, using objective terms to describe the modest
attire of Muslim women is more effective than describing it as
unfeminine or as motivated by the oppressive and unequal
treatment of females.
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Improving Conversations in Intercultural Environments
Enhancing oral communication

Improving written communication
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Enhancing Oral Communication
Observe eye messages.
Encourage accurate feedback.
Accept blame.
Listen without interrupting.
Smile when appropriate.
Follow up in writing.
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Improving Written Communication
Use short sentences and short paragraphs.
Observe titles and rank.
Avoid ambiguous expressions, contractions, clichés, slang,
acronyms, abbreviations, and sports idioms. Use action-specific
verbs.
Strive for clarity and replace two-word verbs with clear single
words.
Use correct grammar and conventional punctuation.
Cite numbers carefully.
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Sentences with fewer than 20 words and paragraphs with fewer
than eight lines are most readable. See samples of ambiguous
expressions, and so on, on page 76 in Chapter 3.
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Achieving Intercultural Proficiency
Examine your own culture.
Explore other cultures.
Curb ethnocentrism.
Treat each individual you meet as a prototype.
Observe nonverbal cues in your culture.
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Achieving Intercultural Proficiency
Embrace nonjudgmentalism.
Be aware of culture when using communication technology.
Use plain English.
Encourage accurate feedback.
Adapt to local preferences.
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Diversity and Its Advantages
Consumers
Want staff to read trends better and respond to a diverse global
customer base
Want to deal with organizations that reflect their values and
themselves
Are more creative and effective at problem solving
Business organizations
Suffer fewer discrimination lawsuits, fewer union clashes, and

less government regulatory action
Recognize diversity is critical to bottom-line business strategy
to improve employee relationships, strengthen work teams, and
increase productivity
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Diversity and Discord
Organizations need to ensure equality for all employees.
Women experience the glass ceiling, prejudice and “old boy
networks” blocking them from upper management positions.
Sexual harassment, unequal wages, and sexism still exist.
Older employees feel the deck is stacked in favour of younger
employees.
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Diversity and Discord
Members of minority groups feel discriminated against in
hiring, retention, wages, and promotions.
Individuals with disabilities feel that their limitations should
not hold them back, and they fear that their potential is often
prejudged.
People of different religions feel their beliefs are not respected.
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Improving Communication Among Diverse Workplace

Audiences
Seek training.
Understand the value of differences.
Make fewer assumptions.
In discussion, don’t assume anything about others’ sexual
orientation or attitude toward marriage.
Build on similarities.
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Summary of Learning Objectives
Understand the powerful effects of globalization and the major
trends
fuelling it.
Define culture, name its primary characteristics, and explain the
five key dimensions of culture.
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Summary of Learning Objectives
Discuss strategies for enhancing intercultural effectiveness and
communication techniques.
Explain the advantages and challenges of workforce diversity,
and address approaches for improving communication among
diverse workplace audiences.
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