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Chapter 4:

Communicating Across Cultures

Chapter Learning Goals

Recognize the cultural variables in the communication process and what factors can cause “noise” in that process.

Develop an awareness of differences in non-verbal behaviors, context, and attitudes and how they affect cross-cultural communication.

Understand the complexities of Western-Arab communications.

Be aware of the impact of IT on cross-border communications.

Learn how to successfully manage cross-cultural communications.

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Opening Profile: The Impact of Social Media on Global Business

Managers in international businesses are grappling with the question of how to benefit from social media networks

Social media are potential sources of rich information outside the normal chain of communication

Measuring the effectiveness of each source of social media is a challenge

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The Communication Process

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communication is the process of sharing meaning by transmitting messages through media such as words, behavior, or material artifacts.

There are several stages in this process in which meaning can be distorted. Anything that undermines the communication of an intended message is referred to as noise.

noise exists because people filter, or selectively understand, messages consistent with their own expectations and perceptions of reality, and their values and norms of behavior.

The more dissimilar the cultures of those involved, the more likely it is misinterpretation will occur.

The Communication Process

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Cultural Noise in the Communication Process

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When a member of one culture sends a message to a member of another culture, intercultural communication occurs.

The message contains the meaning intended by the encoder, but the decoder’s culture ends up becoming part of the meaning as he/she interprets the message.

Attribution is the process in which people look for an explanation of another person’s behavior.

When someone does not understand another, he/she usually blames the confusion on the other’s stupidity, deceit, or craziness.

Cultural Noise in the Communication Process

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Behavior	Attribution
German: “What can be done to make sure this project is completed on time?”	German: “I am giving him some responsibility.” Indian: “He is the boss, why is he asking me?”
Indian: “I don’t know. What do you suggest?”	German: “Can’t he take responsibility?” Indian: “I asked him for instructions.”

The Culture-Communication Link: Trust in Communication

The meaning of trust and how it is communicated vary across societies

When there is trust between parties, implicit understanding arises within communications

Similarly, some cultures have a greater propensity to be trusting than others.

Guidelines:

Create a clear and calculated basis for natural benefit

Improve predictability

Develop mutual bonding

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The Culture-Communication Link: The Globe Project

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high Performance Orientation: United States

Present objective information directly and specifically

Low Assertivenss :

Sweden

Two-way discourse and friendly relationship

High Human Orientation:

Ireland

Avoid conflict, be supportive

Cultural Variables in Communication

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Let’s Look

Attitudes

Sterotyping

Social Organization

United Auto Workers (UAW)

Thought Patterns

The meaning of double lines

Cultural variables can affect communication via a person’s perceptions . The effects of these variables are interdependent and inseparable.

Attitudes underlie our behavior, communication, and interpretation.

ethnocentric attitudes are a particular source of noise.

Stereotyping occurs when a person assumes that every member of a society or subculture has the same characteristics. Astute managers deal with people as individuals .

Cultural Variables in Communication

The kinds of social organizations we belong to can influence our perceptions .

Examples of social organizations include one’s nation, tribe, religious sect, or profession.

The logical progression of reasoning varies widely across cultures. managers cannot assume others use the same reasoning processes.

Cultural Variables in Communication

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Roles

decision making and responsibility

Language

When “yes” doesn’t mean “yes”

Cultural Variables in Communication

nonverbal communication is behavior that communicates without words—though it often may accompanied by words.

“A picture is worth a thousand words.”

Subtle messages account for between 65 to 93 percent of interpreted communication.

Minor variations in body language, speech rhythms, and punctuality often cause mistrust and misperception of the situation among cross - cultural parties.

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Nonverbal Communication

The Media for Nonverbal Communication

kinesic behavior—communication through body movements

Proxemice the influence of proximity and space on communication—both personal space and office space or layout

High-contact cultures: prefer to stand close and to experience a “close” sensory involvement

Low-contact cultures: have a “distant” style of body language

Paralanguage how something is said rather than the content

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The Media for Nonverbal Communication

Object language/material culture—the way we communicate through material artifacts (office, cars, cosmetics, furniture, etc.)

monochromic cultures (Switzerland, Germany, United States): time is experienced in a linear way

polychromic cultures (Latin Americans, Arabs): tolerate many things happening simultaneously and may focus on several things at once

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Forms of Nonverbal Communication

Facial expressions ; eye contact

Body posture ; interpersonal distance

Body contact

Clothing cosmetics; hairstyles

para language: Eg. Intonation, pitch, speed, etc.

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Feng shui : Asian concept impacts Western business

Directing “Qi” for positive results

Placing objects in a manner to influence one’s self or others

American businesses have made changes to influence Asian business partners

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Object Language/Material Culture

Communicates what is important to people of a culture

Open displays of wealth

Japanese meishi’ or business cards

Mexico: appreciating the architecture and family photos

Context

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Context

Feelings and thoughts are not explicitly expressed; key information is embedded in the context

Personal and business relationships are more compartmentalized , communication has to be more explicit. Feelings and thoughts are expressed in ______

High Context Cultures

Low Context Cultures

Management Focus: Oriental Poker Face

“Oriental poker face” and “idiotic Asian smile”

American mask of confidence

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Let’s Look

Management Focus: Oriental Poker Face

Americans often have difficulty reading some Asian facial expressions—especially those referred to as the “poker face” and “idiotic smile.”

To Americans, who tend to put more emphasis on talking when communicating, these facial expressions seem to conceal the person’s real feelings .

Asians however, tend to put more emphasis on listening when communicating. Because the heavier burden is placed on the listener, the speaker feels less compunction to send clearly discernable message cues.

The cues that are sent can be very subtle and easy for Americans to miss.

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Management Focus: Oriental Poker Face

To Americans, silence represents discontinuity of communication and creates discomfort.

To Asians, silence is an integral part of the communication process and is used to reflect on messages previously exchanged and for crafting thoughts before speaking them.

Just as Americans are uncomfortable with the “Oriental poker face” and silence, Asians may find Americans overly blunt, confident, and talkative .

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Comparative Management in Focus: Communicating with Arabs

Arab culture is one of emotional extremes, and this characteristic is illustrated in the language.

Arabs are quick to “sound off”

communication is built on friendship, honor, hospitality, religion

Arabs are high-contact communicators

Time is the key in communication process: deadlines are considered rude and pushy

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Communication Channels

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Information systems

Speed of information flow and use

Informal sources of information

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Information Systems

In centralized organizational structures as in South America, most information originates from top managers

In the US information flows from the staff to managers

Japan: ringi system (consensual decision making)

High context cultures: information spreads rapidly and freely

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Informal Sources of Information

Employees drinking together

Communication based on long-term relationships

“Public self” vs. “Private self” (Japanese keep a strong barrier between each.)

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Speed of Information

Americans expect to give and receive information very quickly and clearly

French use slower message channels of deep relationships, culture, mediators

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Japanese “Ningensei” vs. US Adversial Style

The Japanese ningensei style of communication emphasizes saving and giving face .

Public disagreement is avoided at all costs.

Indirect verbal and non-verbal communication; non-confrontational

Relationship communication; ambiguous

group orientation

Softer, sympathetic

Direct, confrontational communication accepted

Task communication, to-the-point

individualistic

Favors “odd” reason

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Information Technology

Be aware of the impact of IT on cross-border communications.

Information Technology: Going Global and Acting Local

Global reach does not necessarily mean global business

The Web is interpersonal, but may require greater cultural sensitivity

Global online strategy must also be multi-local

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For example Google “ street view ” Makes Friends in Japan but Clashes with European Culture

March 2011 Japan earthquake: “person finder”, digital images of the disaster zone

Switzerland, Germany: violation of privacy laws

Successfully Managing Cross-Cultural Communication

Develop cultural sensitivity

Anticipate the meaning the receiver will get.

Careful encoding

Use words, pictures, and gestures.

Avoid slang, idioms, regional sayings.

selective Transmission

Build relationships, face-to-face if possible.

Careful decoding of feedback

Get feedback from multiple parties.

Improve listening and observation skills.

Appropriate follow actions

handshake

Full legal contract

Or somewhere between the two????

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Facilitating Intercultural Communication

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There is a connection between a person’s personality traits and the ability to adapt to the host – country’s environment—including the ability to communicate within that environment.

Openness

Open mindedness, tolerance for ambiguity, and extrovertedness

Resilience

Having an internal locus of control , persistence, a tolerance for ambiguity, and resourcefulness

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Conclusion

cultural sensitivity

Awareness of potential sources of cultural noise

Culture is the foundation of communication

High-context vs. low context

Careful encoding and selective transmission

Cultural localization on the internet