Republic of the Philippines

SORSOGON STATE UNIVERSITY

BULAN CAMPUS
Bulan, Sorsogon

LOCAL AND GLOBAL COMMUNICATION

IN MULTICULTURAL SETTING

JOPET VINCENT B. MEDALLA, MAEd Eng

Purposive Communication Instructor
SELF-INVENTORY
Instruction: Assess your personal preparedness to communicate effectively with persons
of different cultures by labeling each of the following statements as true or false.

1. I enjoy communicating with persons unlike me as much as with

persons like me.
2. I am equally sensitive to the concerns of all groups in our multicultural
society.
3. I can tell when persons from other cultures do not understand me or
are confused by my actions.
4. I do not fear interacting with persons from minority groups any more
than I fear interacting with persons from the dominant culture.
5. Persons from other cultures have a right to be angry at members of
my culture.
SELF-INVENTORY
6. Persons from other cultures who don’t actively participate in a
conversation, dialogue or debate with others may act that way
because of their culture’s rules.
7. How I handle disagreements with persons from other culture
depends on the situation and the culture(s) they are from.
8. My culture is not superior to other cultures.
9. I am knowledgeable of how to behave with persons of different
cultures.
10. I respect the communication rules of cultures other than my own.

The more TRUE responses you have, the more

prepared you are to engage in a multicultural
communication setting. What’s your score?
CULTURE AND COMMUNICATION

• Diversity refers to the

differences in race, age,
gender, income, religion, and
ethnicity among others.

• Globalization requires that we

pay attention to these
differences as the global
community is formed.
CULTURE AND COMMUNICATION

• Global Community refers to

the people or nations of the
world, considered as being
closely connected by modern
telecommunications and as
being economically, socially,
and politically interdependent.

Examples: major offices and some homes linked

with optical fiber system; global multimedia
services; and satellite transmissions that make
communication possible regardless of time and
distance.
CULTURE AND COMMUNICATION

As the world moves to

globalization, intercultural
communication, an
interaction with
individuals from different
cultures, is possible.
FORMS OF INTERCULTURAL COMMUNICATION

• Interracial Communication
- the interpreting and sharing of
meanings with individuals from
different races

• Interethnic Communication
- interaction with different
individuals from different
ethnic origins
FORMS OF INTERCULTURAL COMMUNICATION

• International Communication
- communication between
persons representing
different nations

• Intracultural communication
- interaction with members of
the same racial or ethnic
group or co-culture as yours
CULTURE AND CO-CULTURE

Culture is a system of knowledge,

beliefs, values, customs, behaviors,
and artifacts that are acquired,
shared, and used by members during
daily living.

Co-culture refers to the cultures

within a culture. It is composed of
members of the same general culture
who differ in some ethnic or
sociological way from the parent
culture.
 CULTURE AND CO-CULTURE
Assimilation is the means by which co-
culture members attempt to fit in with the
members of the dominant culture.

Accommodation is the means by which

co-culture members maintain their cultural
identity while striving to establish
relationships with members of the
dominant culture.

Separation is when co-culture members

resist interacting with members of the
dominant culture.
 CULTURE AND CO-CULTURE

Ethnocentrism is the tendency to see

one’s own culture as superior to all others.

Xenocentrism is the tendency to see

one’s own culture as inferior to others.

Cultural relativism is the view that ethical

and social standards reflect the cultural
context from which they are derived.
 CULTURE AND CO-CULTURE

Cultural awareness is being cognizant

that there are different cultures based on
religion, ethnicity, nationality, and other
factors that have various attitudes and
outlooks.

Cultural sensitivity involves accepting

those differences without insisting your
own culture is better, or that everyone
should do it your way (Sherman, 2018).
CULTURAL AWARENESS AND SENSITIVITY GUIDELINES

1. View human difference as positive and a cause for

celebration;
2. Have a clear sense of your own ethnic, cultural, and racial
identity;
3. Be aware that in order to learn about others, you need to
understand and be prepared to share your own culture;
4. Be aware of your own discomfort when you encounter
differences in race, color, religion, sexual orientation,
language, and ethnicity;
5. Be aware of the assumptions that you hold about people of
cultures different from your own;
CULTURAL AWARENESS AND SENSITIVITY GUIDELINES

6. Be aware of your stereotypes as they arise and develop personal

strategies for reducing the harm that they cause;
7. Be aware of how your cultural perspective influences your judgments
about what appropriate, normal, or superior behaviors, values, and
communication styles are;
8. Accept that in cross-cultural situations, there can be uncertainty, and
that uncertainty can make you anxious. It can also mean that you do
not respond quickly and take the time needed to get more
information;
9. Take any opportunity to put yourself in places where you can learn
about differences and create relationships; and
10. Understand that you will likely be perceived as a person with power
and racial privilege (or the opposite), and that you may not be seen as
unbiased or as an ally.
 GENDER SENSITIVITY

Along with the cultural awareness and

sensitivity, it is important to understand
that there is an equally important
concept known as gender sensitivity.

This term refers to the to the aim of

understanding and taking account of the
societal and cultural factors involved in
gender- based exclusion and discrimination in
the most diverse spheres of public and private
life.
GENDER SENSITIVITY

Gender-sensitive language is the

realization of gender equality in
written and spoken language.

It is attained when women and men and

those who do not conform to the binary
gender system are made visible and
addressed in language as persons of equal
value, dignity, integrity, and respect.
GENDER-NEUTRAL WORDS

• Ancestors, forebears (instead of

forefathers)

• Artificial, manufactured (instead of man-

made)

• Average/ordinary person (instead of

common man)

• Chair, chairperson, coordinator (instead

of chairman)

• Courteous, polite (instead of ladylike)

GENDER-NEUTRAL WORDS

• First-year student (instead of freshman)

• Flight attendant (instead of stewardess)

• Human resources (instead of manpower)

• Legislator, representative (instead of

congressman)

• Mail carrier, letter carrier, postal worker

(instead of mailman, postman)
GENDER-NEUTRAL WORDS

• People, human beings (instead of

mankind)

• Person, individual (instead of man)

• Police officer (instead of policeman)

• Solidarity (instead of brotherhood)

• To operate, to cover, to staff (instead of

to man)
CHECKLIST FOR GENDER REVISIONS

1. Have you used man or men or words

containing one of them to refer to people who
may be female? If so, consider substituting
another word.
2. If you have mentioned someone’s gender, was it
necessary to do so? If you identify someone as a
female architect, for example, do you (or would you)
refer to someone else as a male architect? And if you
then note that the woman is an attractive blonde
mother of two, do you mention that the man is a
muscular, square-jawed father of three? Unless gender
and related matters – looks, clothes, parenthood – are
relevant to your point, leave them unmentioned.
CHECKLIST FOR GENDER REVISIONS

3. Do you use any occupational stereotypes?

Watch for the use of female pronouns for
nurses and male ones for scientists, for
example.
4. Do you use language that in any away
shows a lack of respect for either sex?
5. Have you used he, him, his or himself to
refer to people who may be female?
 Republic of the Philippines
SORSOGON STATE UNIVERSITY
BULAN CAMPUS
Bulan, Sorsogon

LOCAL AND GLOBAL COMMUNICATION

IN MULTICULTURAL SETTING

JOPET VINCENT B. MEDALLA, MAEd Eng

Purposive Communication Instructor