BUS 251 - CHP 3 - Cross Cultural Communications

Business Communication Today
Fourteenth Edition
Chapter 3
Communication Challenges in a
Diverse, Global Marketplace
Copyright © 2018, 2015, 2012 Pearson Education, Inc. All Rights Reserved.
Learning Objectives
3.1 Discuss the opportunities and challenges of intercultural
communication.
3.2 Define culture, explain how culture is learned, and define
ethnocentrism and stereotyping.
3.3 Explain the importance of recognizing cultural variations,
and list eight categories of cultural differences.
3.4 List four general guidelines for adapting to any business
culture.
3.5 Identify seven steps you can take to improve your
intercultural communication skills.
Opportunities in a Global Marketplace
• International communication skills provide
– Increased profits
– Increased revenue
– Increased market share
– More valued employees
Advantages of a Diverse Workforce
• A broader range of
views and ideas
• A better
understanding of
diverse,
fragmented
markets
• A broader pool of
talent from which
to recruit
Challenges of Intercultural Communication
• Connecting with and Motivating Diverse Employees
• Fostering Harmony in Diverse Teams
• Ensuring that Messages are Sent, Received, and Properly
Encoded
• https://www.youtube.com/watch?v=2xJ_hbD4TQA
Cultural Influences Affect
• Language
• Nonverbal signals
• Word meaning
• Time and space issues
• Rules of human relationships
Understanding the Concept of Culture (1 of 2)
• We Each Belong to Several Cultures, each with its Own
Special Language and/or Customs
– Ethnic group
– Religious group
– Professional group
Understanding the Concept of Culture (2 of 2)
• Automatic
• Coherent
• Complete
Overcoming Ethnocentrism and
Stereotyping
Ethnocentrism Xenophobia Stereotyping

Judging Others Fear of Interaction with Ascribing General
According to Your Strangers and Foreigners Attributes Based on a
Standards Person’s Culture
Blank Cultural Pluralism Blank
The Practice of Accepting
Multiple Cultures on Their
Own Terms
Avoid Making Withhold Judgment Acknowledge
Assumptions Distinctions
Contextual Differences
High-Context Culture Low-Context Culture
Relies More on Nonverbal Relies More on Verbal
Communication Communication
Less Emphasis on Verbal Less Emphasis on
Communication Nonverbal Communication
Indirect Method of Direct Method of
Communication Communication
Goal is to Build Goal is to Exchange
Relationships Rather Than Information Rather Than
Exchange Information Build Relationships
Legal and Ethical Differences
• Actively Seek Mutual Ground
• Send and Receive Messages Without Judgment
• Send Messages that are Honest
• Show Respect for Cultural Differences
Social Differences
• Attitudes Toward Work and Success
• Roles and Status
• Use of Manners
• Concepts of Time
• Future Orientation
• Openness and Inclusiveness
Nonverbal Differences
• Greetings
• Personal Space
• Touching
• Facial Expressions
• Eye Contact
• Posture
• Formality
https://www.youtube.com/watch?v=qCo3wSGYRbQ
Age Differences
• Cultures that Value Youth
• Cultures that Value Age and Seniority
• Cultures with Multiple Generations in Positions of Value
Gender Differences
• General Perceptions of Gender Roles
• Gender Representation in Management Roles
• Different Communication Styles
• Outdated Concepts of Gender and Sexual Orientation
Ability Differences
• Respect for Individuals
• Sensitivity to Differences
• Availability of Assistive Technologies
Guidelines for Adapting to Any Business
Culture
• Become Aware of Your Own Biases
• Be careful about applying the “Golden Rule”
– Golden Rule: “Treat people the way you want to be
treated.”
– Rather Treat people the way they want to be treated.
• Exercise tolerance, flexibility, and respect
• Practice patience and maintain a sense of humor
Studying Other Cultures and Languages
• Increased Career Opportunities
• Common Phrases for Everyday Business and Social
Situations
• Mobile Devices, Apps, and Websites
• Avoid Assumptions and Learn About Other Languages and
Dialects
20
Problems of Language
• Lack of Language Equivalency

• Difficulties with English
• Multiple meanings of words
• Two-word verbs
• Slang and colloquialisms
• Culturally derived words/phrases
21
Multiple Meanings of Words

• Possible meanings of run:
To move fast
To compete for office
A score in cricket
• Can you think of more?
22
Two-Word Verbs
Two-Word Verb Substitute

• act out • demonstrate
• give up • surrender
• live down • remove, overcome
• go after • pursue
• get around • prevent, avoid
• tie down • hold, secure
• track down • search, find
Respecting Preferences for Communication
Style
• Level of Directness
• Degree of Formality
• Media Preferences
Using Interpreters, Translators, and
Translation Software
• Interpreters – for spoken communication
• Translators – for both spoken and written communication
• Computerized Translation Tools
Helping Others Adapt to Your Culture
• Look for Opportunities to Help
• Offer Advice on Word Choice
• Suggest Appropriate Communication Styles and Media
• Help Simplify the Communication Process

BUS 251 - CHP 3 - Cross Cultural Communications

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Business Communication Today

Ethnocentrism Xenophobia Stereotyping

• Lack of Language Equivalency

Multiple Meanings of Words

• Can you think of more?

Two-Word Verb Substitute

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