Culture
and
Communicating Across
Cultures
Facilitators:
Khoa Nguyen
Huyen Pham
Fall 2015
The Importance of
Intercultural
Communication
Global
Markets
Global
Connectivity
Intercultural
Workforce
Intercultural
Communication Matters
Global
Markets
Mergers, acquisitions,
and buyouts stir
growth beyond
national boundaries.
Vietnamese
companies in global
markets must adapt to
other cultures.
New trade
agreements, declining
domestic markets, and
Intercultural
Communication Matters
Advances in logistics
Global
and transportation
Connectivi
reduce distances.
ty
Information technology
has changed the way
we do business.
The Internet permits
instant communication
across time zones and
continents.
Intercultural
Communication Matters
Intercultur
al
Workforce
Immigration makes
intercultural
communication
increasingly necessary.
Business
communicators must
learn to adapt to an
intercultural
workforce.
Multinational
companies and
What is Culture?
Who is Geert Hofstede?
Hofstedes definition of culture
What is Culture?
In brief: Culture is
A set of behaviors, values, attitudes, beliefs
Shared by (at least) a group of people
Learned from previous generations (maybe)
Conducted in a period of time
Culture is
Shared
Learned
Systematic and organized
Characteristics of
Culture
Learned behavior
Dynamic and evolving
Inherently logical
Culture
How We Form
Ne
g at
Judgments
e!
iv
Stereotype
Oversimplified
behavioral pattern
applied uncritically to
groups
How We Form
Ne
g at
Judgments
e!
iv
Prejudice
Rigid attitude based on
erroneous beliefs or
preconceptions
How We Form
P os
itiv
Judgments
e
Prototype
Mental representation
based on characteristics
that are flexible and
open to new definitions
Hofstedes dimensions of
national culture
Individualism vs. Collectivism
Masculinity vs. Femininity
Strong vs. Weak Uncertainty Avoidance
Power Distance
Long-term vs. Short-term Orientation
Individualism vs
Collectivism
Dimensions of Culture:
Individualism
High-context cultures
tend
to prefer group values,
duties, and decisions.
Individualism
Low-context cultures
tend
to prefer individual
initiative, selfassertion, and personal
achievement.
Power Distance
Trompenaarss dimensions
of national culture
Universalism vs Particularism
Individualism vs Collectivism
Neutral vs Emotional
Specific vs Diffuse
Achievement vs Ascription
Universalism vs
Particularism
Dimensions of
Culture
Context
Time Orientation
Individualism
Culture
Communication
Style
Formality
Dimensions of Culture:
Context
High-context cultures
Contex
t
Low-context cultures
tend
to be logical, linear, and
action-oriented.
North America,
Germany, Scandinavia
tend to be relational,
collectivist, intuitive,
and contemplative.
Japan, China, or Arab
countries
High
Context
HIGH-CONTEXT
CULTURES
Relational
Collectivist
Intuitive
Contemplative
LOW-CONTEXT
CULTURES
Logical
Linear
Individualistic
Action-oriented
Low
Context
Dimensions of Culture:
Communication Style
High-context cultures
rely on nonverbal cues
and the total picture to
communicate. Meanings
are embedded at many
socio-cultural levels.
THE POWER OF
SILENCE!!!
Low-context cultures
emphasize words,
straightforwardness, and
openness. People tend to
be informal, impatient,
Dimensions of Culture:
Formality
Some cultures may
prefer greater formality
in dress, speech, and
social interaction.
North Americans place
less emphasis on
tradition, ceremony,
and social rules.
Corporate cultures
Dimensions of
Organizational Practices
Process-Oriented vs. Results-Oriented
Employee-Oriented vs. Job-Oriented
Parochial vs. Professional
Open System vs. Closed System
Loose Control vs. Tight Control
Pragmatic vs. Normative
Eye contact
In the U.S., the eye contact is?
In the English culture?
Eye contact
In South Asian and
Gesture
A motion of the hands, head or body to
Perfect! OK!
Zero!
Worthless!
Rubbish!
Gesture
USA=OK
FRENCH =ZERO
JAPAN=MONEY
BRAZIL=INSULT
Gesture
How can the same Gestures be treated
Gesture
Presenting Gifts
In Middle-East
countries:
In China:
Its common to
exchange the gift
Do not give anything
in sets of four or gifts
that carry the
association of death,
funerals such as
clocks, cut flowers,
white objects
In Germany and
France:
It is NOT common to
give gifts when doing
business
Presenting Gifts
In Asia, the emphasis sometimes is
Achieving Intercultural
Proficiency
The belief in
the
superiority of
ones own
race and
culture
Over
ethn coming
ocen
trism
Maciej Frolow / Brand X Pictures/
Jupiterimages
Takes a
conscious
effort
Leads to
more
satisfying
relationships
Makes work
life more
productive
and
gratifying
through anothers
eyes
Or
Improving Intercultural
M e al
ss
ag
Communication
Learn foreign
phrases.
Use simple English.
Speak slowly and
enunciate clearly.
Observe eye
messages.
Encourage accurate
feedback.
es
W
Improving Intercultural
Meritt
en
s
es sag
Communication
Consider local
formats.
Observe titles and
rank.
Use short
sentences and
short paragraphs.
Avoid ambiguous
expressions.
Capitalize on Workplace
Diversity
Seek training.
Understand the value
of differences.
Dont expect
conformity.
Learn about your
cultural self.
Make fewer
assumptions.
BananaStock / Jupiterimages
The End
Additional cultural
dimensions
Opinion
In the restaurant
Stomachache
Dining trends
Travelling
Transportation
Shower timing
References
Guffey, M., & Loewy, D. (2011). Business
Communication - Process & Product (7th ed.). SouthWesterner.
Pease, A., & Pease, B. (2004).The Definitive Book of
Body Language. Australia: Pease International
Hofstede, G., & McCrae, R. (2004). Personality and
Culture Revisited: Linking Traits and Dimensions of
Culture. Cross-Cultural Research, 38(1).
http://dx.doi.org/10.1177/1069397103259443