Multicultural and Global Communication

1
Chapter 2

• Multicultural and Global Communication

2
Communication Across Cultures is Necessary due
to

• Outsourcing
• Offshoring
• E-commerce

3
Culture

• Customary beliefs, social norms, values,
  material traits, and behavior patterns
  transmitted from generation to generation that
  distinguish groups of people

4
Corporate Cultural Dimensions

• Behavioral expectations
• Values
• Patterns of operation
• Beliefs

• Assumptions
• Norms
• Customs
• Rituals
• Symbols

5
Core Cultural Dimensions

• Ethnicity
• Race
• Gender
• Age
• Physical disability

6
Cultural Ethnicity and Race

• Ethnicity relates to common history.
• Race relates to characteristics transmissible by
  descent.

7
Gender Roles

• Men and women tend to communicate differently.
• Societal expectations of men and women affect how
  they interact with one another.

8
Age Diversity

• Age and stage of life affect individuals values
  and how others perceive them.

9
Physical Disability

• The Americans with Disabilities Act (ADA)
  removes unreasonable barriers to employment in an
  effort to prevent discrimination against people
  with disabilities.

10
Multicultural Perspectives

• Cultural background affects communication.
• Cultural diversity in the workplace and in the
  marketplace has increased.
• Greater understanding of the connection between
  culture and communication is necessary.

11
Cross-Cultural Communication Barriers

• Cultural relativism
• Ethnocentrism
• Lack of knowledge and understanding of other
  cultures
• Discriminatory behaviors including harassment
• Language differences

12
Cultural Relativism

• Compares the values and behaviors of different
  cultures and usually means judging them against
  standards of right and wrong from your own culture

13
Ethnocentrism

• The inherent belief that your own cultural
  traditions and values are correct and superior

14
Stereotypes

• Assumption that behaviors or characteristics
  typical of a particular culture define all
  members of that cultural group
• Result from a limited knowledge of cultural
  diversity

15
Discrimination

• Showing favoritism or prejudicial rejection of
  people because of differences

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Sexual Harassment

• Unwelcome behavior of a sexual nature or with
  sexual overtones
• Quid pro quo
• Hostile environment

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Languages

• Language differences may be a barrier to
  effective business communication.

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Nonverbal Language

• Influences the receivers understanding and
  acceptance of a message
• Is believed rather than the verbal message if the
  two are inconsistent

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Multicultural Communication Guidelines

• Understand your own culture.
• Keep an open mind and respect diversity.
• Identify and adapt to language differences.

20
Multinational and Global Business

• Multinational business operations targeted
  toward and conducted in two or more countries
• Global business operations and strategies to
  serve a world market

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High Context Cultures

• Place high value on relationships
• Favor indirect communication

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Low-Context Cultures

• Value productivity
• Prefer direct communication
• Give minimal attention to relationship building

23
Speaking and Writing for a Global Audience

• Learn and use a few phrases and greetings in the
  receivers native language.
• Use the indirect or direct style to match the
  style of the receiver.

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Global Communication Strategies

• Review business communication principles.
• Analyze the message receiver.
• Be open to and accepting of other cultures.
• Learn about other cultures and apply what you
  learn.
• Consider language needs.