UNDERSTANDING CULTURE AND

COMMUNICATION
What is culture?
Culture is defined as the complex system of values, traits, morals, customs
shared by a society.

Understanding Culture and

Communication

UNDERSTANDING CULTURE AND

COMMUNICATION CONTEXT
Key elements of culture
What is context?
Context Context is defined as the stimuli, environment, or ambience surrounding an
event (1976, Edward. T. Hall)
Hall arranged cultures on a continuum from low to high in relation to context.
Communication
Individualism
style

Power distance Time orientation

 CONTEXT CONTEXT
Low- context cultures High- context cultures

- Communicators depend little on the context and shared experience to - Communicators assume that listeners do not need background
convey their meaning. information.
- Messages are explicit, and listeners rely solely on written and spoken - Communicators emphasize interpersonal relationship, non-verbal
words. expressions, physical setting, and social context.
- Messages should be objective, professional and efficient. - Communication cues tend to be transmitted by posture, voice inflection,
- Words are taken literally. gestures and facial expression.
- Some low-context cultures include: The United States, Canada, Australia, - Some high-context cultures include: Japan, India, Indonesia, Korea, Kenya
The Netherlands, Germany and Switzerland and Russia

CONTEXT INDIVIDUALISM VS COLLECTIVISM

Examples of High- and Low-Context Scenarios Individualism
Scenario Low-Context High-Context .
Connections can be made Friendships often take a long - Low-context cultures tend to value individualism.
relatively quickly. People are time to develop as people build
Making new friends expected to ask each other trust. The nature of the - They believe that initiative and self-assertion result in personal
personal questions and to be relationship may not be
explicit about their intentions. discussed in explicit terms. achievement.
Upon entering a room to find it
Expressing the request that the
- They uphold individual action and personal responsibility.
cold, asking the other person in
Giving an instruction
the room, ''Could you please
window be closed indirectly, as
in, ''It's a bit chilly in here.''
- They expect much freedom in their personal lives.
close the window?''
In low-context cultures, it is In high-context cultures, a direct
acceptable to answer with things ''no'' is sometimes rude. Other
Saying ''no'' to a request
like ''No,'' or ''I'm sorry, that options might include ''That is
doesn't work for me.'' difficult,'' or ''I will think about it.''
 INDIVIDUALISM VS COLLECTIVISM INDIVIDUALISM VS COLLECTIVISM
Individualism Collectivism
.
- High-context cultures are more collectivist.
- They emphasize membership in an organizations, groups and
teams.
- They embrace group values, duties and decisions.
- They resist independence since it fosters competition and
confrontation.
- Business decisions are made collectively.

INDIVIDUALISM VS COLLECTIVISM CULTURE CONVERGENCE

Collectivism

Cultural convergence is a trend toward greater global similarity in higher individualism and
lower power distance.
 POWER DISTANCE COMMUNICATION STYLES

• Words are important

- Power distance index measures how people in different societies Low- context especially in contracts and
cope with inequality (the way they relate to more powerful negotiation
individuals) culture • Straightforward, direct
- In high-power distance countries, subordinates expect formal
hierarchies and embrace relatively authoritarian, paternalistic
power relationships. • Surrounding context is more
- In low-power distance countries, subordinates consider High- context important than words
themselves as equals of their supervisors. They voice opinions and culture • Contracts are seen as
statements of intention
participate in decision making.

ENSURING CULTURAL EFFECTIVENESS ENSURING CULTURAL EFFECTIVENESS

Avoiding Ethnocentrism and Stereotyping
Tolerance and Open-mindedness
Ethnocentrism is the belief in the superiority of one’s own ethnic
group. Ethnocentrism causes people to judge others by their - Tolerance means learning about those who are not like us.
own values. - Be receptive to new experiences.
- Tolerance leads to understanding and acceptance.
Stereotype is an oversimplified, rigid perception of a behavioral - Be empathetic, trying to see the world through another’s eyes.
pattern or characteristic applied uncritically to groups. - Be less judgmental and eager to seek common ground.
Stereotypes may be hurtful and cause misunderstanding.
 ENSURING CULTURAL EFFECTIVENESS ENSURING CULTURAL EFFECTIVENESS
Successful Oral Communication with Intercultural Audiences
Successful Oral Communication with Intercultural Audiences

ENSURING CULTURAL EFFECTIVENESS ENSURING CULTURAL EFFECTIVENESS

Successful Oral Communication with Intercultural Audiences Successful Written Communication with Intercultural Awareness
 ENSURING CULTURAL EFFECTIVENESS ENSURING CULTURAL EFFECTIVENESS
Successful Written Communication with Intercultural Awareness Communicating in Diverse Workplace
How to improve communication and interaction in a diverse workplace?

▪ Seek training
Intercultural communication, team building, and conflict resolution are skills
that can be learned.
▪ Understanding the value of difference.
Diversity makes an organization innovative and creative. Sameness hinders
critical thinking.
▪ Learn about your cultural self.
Travelling makes you learn not only about other cultures but about your own.
Be ready to adapt to change.

ENSURING CULTURAL EFFECTIVENESS

Communicating in Diverse Workplace
How to improve communication and interaction in a diverse workplace?

▪ Make fewer assumptions.

Do not assume that everyone shares the same beliefs, perceptions, sexual
orientations, and attitudes toward marriages.

▪ Build on similarities.
Look for common ground in shared experience, mutual goals, and similar
values.