I.

Overview

Much of a frontline leader’s work is accomplished through conversations, from the everyday
routine to the extreme and tough challenges. Effective leaders are able to get things
done through others by paying attention to the people doing the work.
In a global environment, the ability to communicate effectively can be
a challenge. Even when both parties speak the same language there can still
be misunderstandings due to ethic and cultural differences. Over the last
decade, there have been countless examples from the business sector that
demonstrate how poor communication can lead to poor organizational
performance. Understanding the impact of globalization on cross-culture
communication is imperative for organizations seeking to create a competitive
advantage in the global market.

II. Learning Outcomes

At the end of this Activities(SAA)

III. Discussion and Self-Assessment module, you are expected to:
- Explain how cultural and global issues affect
\ communication
- Determine culturally appropriate terms, expressions, and
I. images
What is Purposive (sensitivity to gender, race, class, etc.)
Communication?

Purposive Communication is about writing,

speaking and presenting to a different audience and
for various purposes

What is Global Communication?

Global communication is the ability to

provide and access information across different ethnicity through speaking, listening, reading and
writing.

II. The Effects of Globalization to Global Communication

1. Increased Business Opportunities
Many companies today hire employees that are located in other countries. Using
communication vehicles such as video calling make it simple to converse with colleagues across the
globe, almost making it feel as if they are in the same room. Technology also makes it easier to
connect with suppliers and customers all over the world, and to streamline those relationship through
improves ordering, shipment tracking and so on. With this kind of communication technology, many
businesses are able to take advantage of opportunities in different countries or cities, improving the
economic outlook on a global level.
Thanks to global communications, information itself can be transferred as a valuable business
asset from one country to another. This has the effect of making everyone's operations more modern
and efficient, regardless where they are located.

2
2. Fewer Cultural Barriers

Many people perceive culture to be the root of communication challenges. When people from
two different cultures try to exchange information, the way they speak, their body language or their
mannerisms can be interpreted differently by the other person. The way people approach problems
and how they participate in communities is all influenced by culture.

Globalization has made it possible, for example, for someone in the Philippines to understand
how someone in the U.S. goes about their day. With television and movies, cultural barriers are
becoming less prevalent. Being able to communicate effectively and frequently with colleagues or
friends across the planet helps people understand each other’s cultures a little better.

3. Creation of a Global Village

You’ve likely heard of the phrase "global village," coined by theorist Marshall McLuhan.
Affected both by globalization and global communication, the global village is created when distance and
isolation no longer matter because people are connected by technology. Wide-spread telephone and
internet access have been life- changing for many people across the world, especially those in developing
countries. Many are now enrolling in universities across the world without having to leave their desk
chair. Virtual assistant jobs are becoming commonplace, where employees from developing countries
work with companies in North America or Europe, providing administrative support and other business
services that can easily be conducted over the phone or via the internet.

Globalization and global communication have made it easier to see people on the other side of the
world as a neighbor, instead of a stranger from a faraway land. There is so much knowledge about other
countries and cultures available online, that it’s no longer a complete mystery.

III. How to Communicate Globally?

1. Be considerate of cultural differences. When communicating globally, it’s important for you
to understand that cultures and beliefs vary across different nations. Even provinces and states
within the same country have different ways of handling business or doing certain things. You want
to factor in cultural differences and learn
to be more flexible in accommodating these differences so you can communicate effectively with
your peers from other countries.
2. Learn how your associates deal with things in their countries. The best way to handle
cultural differences is to research beforehand how different countries handle
business meetings or any other type of discourse. For instance, the Japanese prefer that you get
straight to the point instead of making small talk.
3. Be aware of language barriers. English is usually the medium of discourse, but take
note that some countries do not necessarily use this as their primary language.
While you may sound smart with witty jargon among those who have been speaking the language for
most of their lives, people from China or France, for instance, may not understand your wit. Best to
stick to formal English, which is easier to understand.
4. Go over any form of written correspondence before you send it out to your contacts.
It is easy to unconsciously cause misunderstandings when you deal with people
from different parts of the world. When reviewing your correspondence, make sure
that you’re not using derogatory terms or even sentences that may be taken in the wrong light.
5. Always stay updated with developments in communications and information
technology. Over the years, technology has improved so that it’s now possible to

3
 obtain real-time updates from people located from the other side of the world. To
be able to maintain the efficiency of global communications, it’s important that you stay updated
with the latest trends and try to incorporate the more effective ones in your communication
strategies.

IV. Types of Globalization in Communication

1. Political Globalization

Political cooperation between different countries is a form of globalization that is used to

prevent and manage conflict. For example, global organizations such as the United Nations and the
World Trade Organization were created to diffuse political issues and maintain order on an international
scale. Intergovernmental entities help nations to develop common laws and policies and discuss
immigration issues. Political globalization is also a way for countries to work toward aspects that affect
everyone, such as climate change.

2. Economic Globalization

The economies of nations are interconnected through the exchange of resources, products and
money. As a result, there isn’t a country today that operates on its own in isolation. Countries that are rich
in natural resources, such as oil for example, sell it to other countries for money or in exchange for other
materials, such as lumber. Similarly, countries across the globe sell crops and food to other nations that
lack them, which helps their own economies in addition to those of other countries. As a result, when an
economy crashes, it affects other economies around the globe because they are closely interconnected.
The banking crisis in the United States in 2007 led to a global financial crisis that affected other countries
including Canada and China.

3. Social and Cultural Globalization

This kind of globalization includes the sharing of ideas, knowledge and cultural norms between
nations. Examples include the popularization of books, movies and shows across the world, such as the
"Harry Potter" or "Twilight" series, which were globally recognizable. Social and cultural globalization
tends to flow in one direction, unlike other forms of globalization. Developed countries such as the United
States, United Kingdom and Canada share cultural information with less-developed countries, rather than
the other way around. As a result, this kind of globalization has been said to erode cultural differences
that make nations unique.

4. Technological Globalization

This kind of relationship between nations is as a result of the infrastructure in place for television,
radio, telephones and the internet. Traditionally, technological globalization used to be only available to
the upper classes that had access to them. Now, there are many people in developing countries who have
access to cell phones and the internet, making it easier for them to connect to people in other countries
around the world. Technological globalization makes it possible for countries to connect in other ways,
such as financially through sending loved ones money across the globe or culturally by watching movies
from other nations.

4
V. How to be Culturally Sensitive?

1. Understand the Importance of Cultural Sensitivity

Cultural sensitivity involves being respectful of other cultures. Understanding and knowing
about different cultures and accepting the differences and similarities helps people to communicate more
effectively and build meaningful relationships.

Our culture affects many aspects of our lives, from the way we speak to the way we use hand
gestures. Our attitudes toward our colleagues and superiors come from our cultural viewpoint, as does the
way we expect to be treated as customers.

2. Do Your Research

Cultural awareness in business involves preparing and learning about the different cultures
with which your business interacts. However, your business’s attitude toward cultural sensitivity should
start at the top. Build the importance of cultural sensitivity into your company policy so that your
employees know to show everyone the respect they deserve regardless of whether or not they are of
different cultures. Establish consequences of not being culturally sensitive so that your employees
understand the weight of this matter.

3. Reduce Communication Barriers

One of the biggest barriers to cross-cultural business dealings is communication. Your business
stakeholders may speak a different language or dialect or use hyper-local phrases with which you aren’t
familiar. Even though English is used as the international language of business, people have different
levels of fluency.

In some parts of the world, speaking directly and plainly is common in business. In other parts,
more nuanced phrasing is seen as proper business behavior. As a result, it’s critical to understand the way
your business stakeholders communicate so you can ensure your message doesn’t get lost in
translation.

4. Review Workplace Etiquette

Take time to figure out the workplace etiquette norms of your business stakeholders. Our cultures
play a big role in how we use body language to communicate at work. In North America, making eye
contact during a business transaction shows honesty and an effort to establish a connection.

However, in the Middle East, making sustained eye contact with a person of the opposite gender
can be seen as inappropriate. In some parts of the world, frontline employees don’t make eye contact with
their superiors because it’s considered rude. Lack of cultural awareness examples include making eye
contact with people from cultures where it is frowned upon.

Sometimes, what is not said is also a cultural variation. In most Western countries, silence is
seen as a problem. It signals that the person to whom you’re speaking is disinterested or not paying
attention. On the other hand, silence can be used to show agreement in some Eastern countries. In some
aboriginal cultures, it’s important to have a period of silence before answering a question.

5. Show Respect and Empathy

The key goal of being culturally sensitive is to show others respect. Make an effort to learn about
the cultural customs your employees, customers and partners hold dear. Show them you value your
relationship with them by sharing in their customs.

5
 For example, if a Muslim colleague is celebrating Eid, a major religious holiday, bring a treat to
enjoy together. If a customer is from a different country and celebrates a national holiday, wish him well
on that day. Small acts of kindness can go a long way in showing others the importance of cultural
sensitivity in business.

Task 1. Let’s try this!!

Answer the following questions based from the discussion.
1. How has globalization affected communication?
2. What are the effects of globalization on communication? Explain.
3. What are the impacts of globalization on communication? Explain.

Cultural sensitivity refers to

a set of skills that allows you to understand
and learn about people whose cultural background is not the same as yours.

 Globalization has effects to global communication

- Increased business opportunities
- Fewer cultural barriers
- Creation of global villages
• Cultural sensitivity is the most important factor to consider in global communication
• To be culturally-sensitive, you have to:
- Understand the importance of cultural sensitivity
- Do your research
- Reduce communication barriers
- Review Workplace Etiquette
- Show respect and empathy.

V. End of Module Assessment (EMA)

A. Read each test item carefully. Write the letter of your answer on your notebook and
send to me a picture of your answer.

Choices: a. cross cultural b. globalization c. communication

d. culture e. intercultural communication f. cultural sensitivity

1. It is process of creating and sending symbolic behavior, and the interpretation of

behavior between people
2. It is when culture impacts the communication between two or more people enough to make
a difference
3. It is how people from different backgrounds communicate across cultures
4. It refers to the removal of barriers between borders; interaction and integration among people
of different nations driven by international trade and investment. It is the exchange of
thoughts, messages, or information, as by speech, signals, writing, or behavior.
5. It is a set of skills that allows you to understand and learn about people whose cultural background is
not the same as yours
6. Today, global mass communication heavily relies upon .
a. The internet b. Fax c. Snail mail d. Talking to people face to face

6
 7. As a result of global mass communication, companies _ _.

a. Can now conduct business all over the world

b. Can sometimes connect employees from other countries
c. . Must be careful of how they craft even a local message
d. May result to bankruptcy

8. Which method of communication was rated the highest in satisfaction for communicating
easily?
a. fax machine b. telephone c. email d. cell phone.

9. Permanence in communication is best achieved via

a. Video recording b. hard copy c. flashdrive c. email

10. Choosing the best communication channel can make the difference between success and
failure on the job. Which of the following options gives you the most control over the
receiver's attention?

a. On line b. social media c. face-to-face. d. messenger

VI. Looking Ahead

1. What is globalization?

_ _ ___.

2. How can globalization affect our communication?

_ _ _

VII. Self and Module Evaluation

A. Self-evaluation
PART OF THE LESSON/MODULE THAT
I find most I find most I find most I would like to
interesting challenging difficult work further

B. Rate your learning experience in using this module according to the following scale.

Evaluation (Put a check mark on your response)

4 – I learned a lot from this module.

7
3 – I learned just right.

8
 2 – I still need guidance on certain topics.

1 – I did not understand anything.

VIII. References

http://www.analytictech.com/mb021/cultural.htm

https://uv.apptitude.xyz/course/purposive-communication-111/

https://www.slideshare.net/ManojGowdru1/module-1-communication-skills-bu-2015pptx-rev
https://global.oup.com/us/companion.websites/9780199747382/student/chapter2/tests/quiz/

NOTE: The End of the Module Assessment (EMA) and Looking Ahead outputs are
expected to be submitted on Friday next week. All answers must be written on long-
sized bond paper.