Chapter 4:

Communicating Across
Cultures

Ninth Edition
4-1
Global Edition

Copyright © 2017 Pearson Education, Ltd.

 Chapter Learning Goals

1. To recognize the cultural variables in

the communication process and what
factors can cause noise in that process
2. To appreciate the cultural variables
that affect communication for both
the sender and the listener
3. To be aware of the impact of IT on
cross-border communications
4. To learn how to manage cross-
cultural business communications
successfully

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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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 Chapter Learning Goals

To recognize the cultural

variables in the
communication process
and what factors can cause
noise in that process

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 Cultural Noise in International
Communication
Behavior
German: “What can be
done to make sure this
project is completed on
time?”
Indian: “I don’t know.
What do you suggest?”
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Attribution
German: “I am giving him
some responsibility.”
Indian: “He is the boss,
why is he asking me?”
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
⚫ 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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 Chapter Learning Goals

To appreciate the cultural

variables that affect
communication for both
the sender and the listener

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 India

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 Under the Lens: India
Communicating in India—Language,
Culture, Customs, and Etiquette

• The different states of India have different

official languages
• The central government named Hindi as the
official language of India

• Indians are conscious of social order and

status

• People define themselves by the groups to

which they belong

• Indian names vary based on religion, social

class, and region of the country
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 Cultural Variables in
Communication

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 Cultural Variables in
Communication

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 Cultural Variables in
Communication

Nonverbal
Communication

⚫ “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
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among
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Pearson Education, Ltd. parties
 The Media for Nonverbal
Communication
⚫ Kinesic behavior—communication
through body movements
⚫ Proxemics—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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 Under the Lens:
Communicating Italian Style

⚫ Italians use the most body

language when communicating
⚫ Italians make about 250 gestures
when talking and doing other
things such as conversing on the
cell phone
⚫ Gestures are culture-specific,
varying according to the area in
Italy
⚫ Italians tend to be gregarious,
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loud, and interrupt one another
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 Under the Lens: How Feng Shui
Affects Business
⚫ Directing “Qi” for positive results
Experts read energy patterns and
face buildings in a particular
direction,
design gardens in a positive way,
and use Qi to influence an
individual’s life

⚫ Trump properties, Michael Rudder

⚫ Fourth floor in China, Japan, Korea

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 The Media for Nonverbal
Communication
⚫ Object language/material culture—the
way we communicate through
material artifacts
⚫ Monochronic cultures (Switzerland,
Germany, United States): time is
experienced in a linear way
⚫ Polychronic 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
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 Object Language/Material Culture

⚫ Open displays of wealth

⚫ Japanese ‘meishi’ or business

cards

⚫ Mexico: appreciating the

architecture and family photos

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 Context

High Context Low Context

Cultures Cultures

Personal and
business
Feelings and relationships are
thoughts are not more
explicitly expressed; compartmentalized,
key information is communication has
embedded in the to be more explicit.
context Feelings and
thoughts are
expressed in words

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 Cultural Context and Its Effect
on Communication

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 Management In Action:
Oriental Poker Face

⚫ “Oriental poker face” and “idiotic

Asian smile”

⚫ American mask of confidence

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 Comparative Management in
Focus: Communicating with Arabs

⚫ 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
4- pushy
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4-
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26 Copyright ©20174 Pearson Education,
 Communication Channels

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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
⚫ 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”

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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
1. Indirect verbal and 1. Direct,
non-verbal confrontational
communication; communication
non- accepted
confrontational
1. Task
1. Relationship communication,
communication; to-the-point
ambiguous
1. Individualistic
1. Group orientation
1. Favors “odd”
1. Softer, sympathetic reason
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 Chapter Learning Goals

To be aware of the impact

of IT on cross-border
communications

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 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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 Developing Cultural Sensitivity

• Read a map: Familiarize yourself with

the local geography to avoid making
insulting mistakes

• Dress up: In some countries, casual dress

is a sign of disrespect

• Talk small: Talking about wealth, power,

or status—corporate or personal—can
create resentment

• No slang: Even casual profanity is

unacceptable
4-
34 • Slow down Americans talk fast, eat fast,
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 Developing Cultural Sensitivity
Continued

⚫ Listen as much as you talk: Ask people

you’re
visiting about themselves and their way of
life
⚫ Speak lower and slower: A loud voice is
often
perceived as bragging

⚫ Religious restraint: In many countries,

religion is
not a subject for public discussion
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⚫Political restraint: Steer clear of this If
 Chapter Learning Goals

To learn how to manage

cross-cultural business
communications
successfully

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 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
⚫ Follow-up actions
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 Facilitating Intercultural
Communication

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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

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