Addis Ababa University

School of Journalism and Communication

Broadcast Journalism Unit

Intercultural Communications within University

Environment: in the case of Addis Ababa University

A RESEARCH PROPOSAL BY: BELAYHUN FISEHA

SUBMITED TO - INSTRACTOR DESALEGN AYNALEM

ID - UGR/4010/12

Submission - DATE 5/18/2022

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ABSTRACT

This study examines the level of intergroup relations among Ethiopian university students
coming from ethnically and religiously diverse backgrounds. Nowadays with the globalization of
economy, increasing social mobility, rapid development of technology and the emergence of
cultural diversity, intercultural human contact at both individual and organizational levels
become increasing. The wide-ranged expansion of human contacts on the one hand and the
cultural diversity on the other hand calls for people’s sensitivity to cultural diversity. The
purpose of this study was to investigate the status intercultural sensitivity and related factors in
the university students of Addis Ababa. To attain the objective of the study cross sectional
research design will be employed. A total of 100 participants (as much as possible, from all multi
cultural students) will be sampling from this university. The planned measuring scale will be
Intercultural Sensitivity Scale (Chen & Starosta, 2000). The combinations of multistage cluster
sampling, stratified simple random sampling, simple random sampling and purposive sampling
procedures will employ to select the sample participants. The data will be analyzed using
Descriptive Statistical Measures (Mean, SD, Quartile & Percentile Scores) and Frequency
percentage.

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Table of content

Contents page

ABSTRACT .....................................................................................................................................i

CHAPTER ONE ..............................................................................Error! Bookmark not defined.

1. Introduction ..................................................................................Error! Bookmark not defined.

1.1 Background of the study ...................................................................................................... 1

1.2 Background of the Addis Ababa University ................................................................ 1

1.2.1 Statement of the problem….………………………………………………………………………………………………………...2
1.2.2 Research questions………………………………………………………………………………………………………………………….2
1.3 Objectives of the study .......................................................................................................... 3
1.3.1General objective …………………………………………………………………………………………………………………………3
1.3.2 Specific objectives …………………………………………………………………………………………………………………………3
1.4 Significance of the study ....................................................................................................... 3
1.5 Scope of the study…………….…………………………………………………………………………………………………………..4
1.6 Limitation of the study………….…………………………………………………………………………………………………………..4

CHAPTER TWO .......................................................................................................................... 5

2. Literature review ...................................................................................................................... 5

2.1. The concept of intercultural communiccation (ICC) ................................................... 5

2.1.1 The history of intercultural communication (ICC) .................................................... 5

2.2 Definition of intercultural communication (ICC) ................................................................. 6

2.2.1 Culture........................................................................................................................ 6

2.2.2 Communication .......................................................................................................... 6

2.2.3 Intercultural Communication (ICC) ........................................................................... 6

2.2.4 Intercultural Competence ........................................................................................... 7

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2.2.5 Intercultural Sensitivity.............................................................................................. 7

2.3 Benefits of Intercultural Communication (ICC) ................................................................... 8

2.4 Barriers to Intercultural Communication .............................................................................. 8

2.4.1 Ethnocentrism ............................................................................................................ 8

2.4.2 Stereotype and prejudice ............................................................................................ 8

2.4.3 Language and non-verbal misinterpretation .............Error! Bookmark not defined.

2.4.4 Anxiety......................................................................Error! Bookmark not defined.

CHAPTER THREE .................................................................................................................... 10

3. Research methodology ............................................................................................................ 10

3.1 Research design ................................................................................................................... 10

3.2 Source and type of data ....................................................................................................... 10

3.3 Data collection method........................................................................................................ 10

3.4 Target population ................................................................................................................ 10

3.5 Sampling technique ............................................................................................................. 11

3.6 Sample size.......................................................................................................................... 11

3.7 Method of data analysis and presentation ........................................................................... 11

3.8 Organization of the paper .................................................................................................... 11

3.9. Budget schedule ................................................................................................................. 12

3.9.1 Time schedule………………………………………………………………………………………….……………………………………12
3. 9.2 Cost schedule………………………………………………………………………………………………………………………………..12

Reference ..................................................................................................................................... 13

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1. Introduction

1.1Background of the study

The study of intercultural communication (hereafter ICC) tries to answer the question “How do
people understand one another when do not share a common cultural experience?” Today,
living in multicultural societies within a global village, we all face the question every day. We
now realize that issues of intercultural understanding are embedded in other complex questions:
What kind of communication is needed by a pluralistic society to be both culturally diverse and
unified in common goals? How does communication contribute to creating a climate of respect,
not just tolerance, for diversity?
The term first used by Edward T. Hall in 1959 and is simply defined as interpersonal or face-to-
face communication between members of different cultures. It studies how people from different
cultural background communicate each other. Intercultural communication can include
international, interethnic, interracial and interreligious communications.

1.2 Background of the Addis Ababa University

Addis Ababa University (AAU) was established in 1950 as the University College of Addis
Ababa and is the oldest and the largest higher learning and research institution in Ethiopia. Since
inception, the University has been the leading center in teaching-learning, research and
community services.

AAU currently has 48,673 students, including 33,940 undergraduate, 13,000 graduate and 1733
PhD students, and 6043 staff, including 2,408 academics and 3,635 support staff. In its 14
campuses, the University runs 70 undergraduate and 293 graduate programs, including 72 PhD
and 221 Masters, and various specializations in Health Sciences. Over 222,000 students have
graduated from AAU since its establishment.

In recent years, the University has been undertaking various reform schemes in order to cope
with and respond to the fast changing national and international educational dynamics. At
present the University has 10 colleges, 4 institutes that run both teaching and research, and 6
research institutes that predominantly conduct research. Within these academic units, there are
55 departments, 12 centers, 12 schools, and 2 teaching hospitals.

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1.2.1 Statement of the problem

Intercultural Communication is an important way of communication for effective teaching-
learning process in the university environment. As our country, now a days there are many things
that intensify conflicts within Addis Ababa University. So, the role of intercultural
communication is extremely important for peaceful teaching-learning process of Addis Ababa
University.
Intercultural communication also enhances the ability to negotiate, which increases individual
marketability within the global workforce in general, smooth relationships between the
communities of this university.

Intercultural Communication focuses on social attributes, thought patterns, and the cultures of
different groups of people. It also involves understanding the different cultures, languages and
customs of people from other countries.

There are three main issues which are at the root of the problem of intercultural
miscommunication: language as a barrier, cultural diversity and ethnocentrism.

1.2.2 Research questions

1. What are the functions of intercultural communication for the current signs of conflicting
issues between students based on different diversities?

2. What are the contributions of ICC in reducing miscommunication?

3. How does ICC used to keep peace, harmony and unity of the Addis Ababa University
Communities?

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1.3 Objectives of the study

1.3.1General objective
The general objective of the study is to investigate the application of intercultural
communication (ICC) for harmonious teaching-learning process of Addis Ababa University.

1.3.2 Specific objectives

 To identify the tangible functions of intercultural communication and to apply the
recommended ideas to ensure a continuous peaceful teaching-learning environment and
to minimize over going conflicts within AAU.
 To examine importance for the consensus, alliances, and coordination of students to
achieve the goal of themselves and the university itself.
 To assess the way in which Intercultural communication affects operational efficiency of
Addis Ababa University.

1.4 Significance of the study

The study will contribute much may help to the concerned decision makers to understand the
role of Intercultural Communication (ICC) on the Peaceful Teaching-learning environment. This
will enable the concerned body (students, teachers, generally the communities of the AAU) to
reach its objectives and goals effectively and efficiently. In general the study will have the
following significance for the students and future researcher. Accordingly it might:
 Initiate other researcher for further investigation and finding on the University Students.
 Increase the status for the University, developing a good Intercultural Communication
ICC well and for the above bodies to know where the communication between the
universities community and to take action in the future.
 The studies will also significance for other researcher as a base of the study or it will be
used as an additional reference.
 The studies will also significance for other researcher as a base of the study or it will be
used as an additional reference.

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1.5 Scope and limitations of the study

1.5.1 Scope of the study

The study will be more of a qualitative research type and focus on the role of Intercultural
Communication on the harmony and peaceful teaching-learning environment in Addis Ababa
University. It is better to study the overall role of Intercultural Communication on the
harmonious and peaceful teaching-learning environment but due to some limitation the study
delimited to only Addis Ababa University.

1.5.2 Limitation of the study

The study will be delimited to only one Ethiopian University, Addis Ababa University; this may
affect or hinder the completeness of the study. During the study the researcher may also faces
some external variables that affect the smooth implementation of the study. For instance lack of
relevant and up-to-date published literature. In addition to this, the study may also face financial
and time constraints.

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CHAPTER TWO

2. Literature review
This chapter has three major sections section one deal with the overview of concept of
Intercultural Communication, the practice of Intercultural Communication, applications of
intercultural communication for a good seeds. Review of the major variables i.e. applicability of
Intercultural Communication is discussed in details. Section two is concerned with the over view
of applying and measuring of a good Intercultural Communication. Finally, Intercultural
Communications for Addis Ababa University Students and other Ethiopian peoples.

2.1. The concept of Intercultural Communication (ICC)

Intercultural communication studies communication across different cultures and social groups
and describes the many communication processes and related issues among groups of individuals
from varied cultural backgrounds.

Intercultural Communication essentially means communication across different cultural

boundaries. When two or more people with cultural backgrounds interact and communicate with
each other or one another, we can say that intercultural communication is taking place. So
intercultural communication can be defined as the sharing of information on different levels of
awareness between people with different cultural backgrounds, or put simply: individuals
influenced by different cultural groups negotiate shared meaning in interactions.

2.1.1 The history of intercultural Communication

The history of intercultural communication as a field of study in the United States is outlined.
The origins of intercultural communication in cultural anthropology are explored. A relationship
is pointed out among the fields of intercultural communication, cross-cultural communication,
interracial communication, interethnic communication, and international communication. The
development of the field in the U.S. until 1980 is described in terms of the definitions of culture,
communication, and intercultural communication used in the literature and in terms of
publications, professional organizations, conferences, educational offerings, and research in this
field. The boundaries of intercultural communication were identified in the late 1970s and the
discipline became established soon after.

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2.2 Definition of Intercultural Communication (ICC)

In this section, the definition of intercultural communication will be presented. Furthermore the
reader will be provided with an overview of some basic definitions on culture and
communication.

2.2.1 Culture

There are different ways to define the term culture. While in the 19th century the term was used
as a synonym for western civilization, today culture is defined differently. On the one…………

2.2.2 Communication

Generally, communication can be described as a process of intentionally stimulating meaning in

other humans through the use of symbols. However, there exist several approaches to describe it.
Thousands of years ago, Aristotle described the process of communication as involving a
speaker, the speech act, an audience and a purpose.

Samovar and Porter (1991) base their definition of the term “communication” on the intentional
communication. Communication can be defined as a dynamic transactional behavior-affecting
process in which people behave intentionally in order to induce or elicit a particular response
from another person (Samovar and Porter, communication between cultures 1991). According to
Infante et al. (1993) communication occurs when symbols are manipulated by one person to
stimulating meaning in another person. Other than that, communication can also be defined as a
symbolic process in which people create shared meanings (Lusting and Koester 1996)

2.2.3 Intercultural Communication

In general, intercultural communication refers to communication among people of diverse

cultures. But there is not only way of defining intercultural communication. Some authors
describe intercultural communication as communication across cultures (Asante, Newmark and
Blake, 1979, p,11 in pinto 2000) or communication between people from different cultures
(Gudykunst, 1983, p,13 in pinto 2000). According to Collier and Thomas (1988) intercultural
communication can be described as a communication between persons who identify themselves
as distinct from others in a cultural sense. Samovar and Porter (1991) state that intercultural
communication occurs whenever a message is produced by a member of one culture for
consumption by a member for another culture, a message must be understood. In the “culture’s
consequences”, Hofstede (1980) examined the relationships between employees and
management in over forty different cultures. While he presents an immediate explanation of how
the communication in management is influenced by the culture, other authors build on this basic
research. Gudykunst and Kim (1984) argue that intercultural communication should be seen as a
dialogical process, in which the persons involved are both addressee and addressed.

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2.2.4 Intercultural competence

“Intercultural communication competence (ICC) is conceptualized as an individual’s
ability to achieve their communication goal while effectively and appropriately utilizing
communication behaviors to negotiate between the different identities present within a
culturally diverse environment” (Portalla & Chen 2010: 21). ICC is comprised of three
dimensions, including intercultural awareness (cognitive aspect), intercultural sensitivity
(affective aspect), and intercultural effectiveness (the behavioral aspect) (Chen &
Starosta 1996).

They argue that the three are closely related but separate concepts. Where intercultural
awareness represents the cognitive process a person goes through in his or her own and
others’ cultures, intercultural sensitivity represents both the ability of an individual to
distinguish between the different behaviors, perceptions, and feelings of a culturally
different counterpart and the ability to appreciate and respect them as well (Chen &
Starosta 1997). And finally, intercultural effectiveness deals with the ability to attain
communication goals in intercultural interactions.

2.2.5 Intercultural Sensitivity

Intercultural sensitivity is one of the important dimensions for people who work or live in
intercultural workplaces where the cultural differences occur. Bennett (1986) argues that
intercultural sensitivity is related to interactants’ ability to transform themselves not only
affectively but also cognitively and behaviorally from denial stage to integration stage in the
development process of intercultural communication in order to have empathic ability to accept
and adapt cultural differences as pointed out by Chen & Starosta (2000: 4).

Bhawuk and Brislin (1992) suggest that intercultural sensitivity is an individual’s reaction to
people from other cultures, which can predetermine that individual’s ability to work successfully
with those people. They (1992:416) state that “to be effective in other cultures, people must be
interested in other cultures, be sensitive enough to notice cultural differences and also be willing
to modify their behavior as an indication of respect for people of other cultures. A reasonable
term that summarizes these qualities of people is intercultural sensitivity”.

Although the emphasis of intercultural communication and sensitivity seems to be more on

behavior, it is clear that no behavior can exist without thought, emotion and attitude. Therefore,
the presence of an intercultural mindset is highly important. The mindset refers to “one’s
awareness of operating in a cultural context. This entails some conscious knowledge of one’s
own culture (cultural self-awareness), some frameworks for creating useful cultural contrasts

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(e.g., communication styles, cultural values), and a clear understanding about how to use cultural
generalizations avoiding stereotyping” (Bennett& Bennett 2004:149).

2.3 Benefit of Intercultural Communication (ICC)

Intercultural communication has become an integral part of everyday life for most people
(Gudykunst, 2005; Ting-Toomey & Chung, 2005; Neuliep, 2009; Martin & Nakayama, 2008;
Samovar & Porter, 2001). Various reasons have made this possible. Globalization, for instance,
has been associated with the process of bringing people from various cultures and countries into
a common market or workforce.

The development of transportation technologies, the sweeping change of demographics, and

several personal and ideological causes have also contributed to this dynamism. The planet has
increasingly been a smaller village due to fast growing cyber technology and social networking
such as Facebook and Twitter. As a result, face-to- face or online communication has demanded
individuals to require proficiency in intercultural abilities (Byram, 1997; Jandt, 2007; Fantini,
2005; Martin & Nakayama, 2007; Bennett, 1993). Added to these, social questions for political
and cultural rights among minorities in multiethnic national states have encouraged governments
to adopt multiculturalism as a relevant national policy to encourage democracy and healthy
interaction among citizens (Johnson & Johnson, 2002; Banks, 1994; Tanaka, 2007).
Unfortunately, the world has recorded a number of intercultural conflicts and political turmoil
that have taken the life of so many people. World-wide marketing campaigns and an increase in
international business can also be mentioned in this respect. These and similar reasons oblige
governments and institutions to deal with this timely and vital social phenomenon.

2.4 Barriers to Intercultural Communication (ICC)

There are many barriers to communicate across culture, which are preventing effective
communication: Ethnocentrism, Stereotype and prejudice, language and non-verbal
misinterpretation, anxiety, assuming similarity instead of difference.

2.4.1 Ethnocentrism
Ethnocentrism is one of the barriers that affect intercultural communication. It means to
apply one's own culture or ethnicity as a frame of reference to judge other cultures, practices,
behaviors, beliefs, and people, instead of using the standards of the particular culture
involved. To put it differently, it means to “negatively judging aspects of another culture by
the standards of one’s own culture” (Jandt, 2013). For example, in some religions, people
believe that only their religion is right and others’ is wrong.

2.4.2 Stereotype and prejudice

Stereotype is our assumptions, beliefs or mental images about an individual, a group or even
a culture. The word stereotyping was first used by journalist Walter Lippmann in 1922 to
describe judgments made about others on the basis of their ethnic group membership. Today,
the term is used more broadly on the basis of any group membership.

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“What we see, the most readily available image, is what we expect to see,” Jandt (2013)
stated. Stereotypes are one’s expectation about someone or something based on the basis
knowledge about it. With the way human perceive things, people can easily reject any
information that is not related to their expectation.

2.4.3 Language and non-verbal misinterpretation

“Language is a set of symbols shared by a community to communicate meaning and experience.”
(Jandt, 2013). For people with the same cultural background, same native language, it is
expected for them to understand the meanings better as their ways of thinking are similar.
However, in intercultural communication, people from different cultural groups tend to
misinterpret each other’s meanings. Therefore, language is an obvious obstacle to intercultural
communication. Even when cultures use the same language, there are still differences, such as
vocabulary differences.

2.4.4 Anxiety
The other barrier that everyone faces is anxiety. Anxiety is a feeling that most people felt in a
completely new and different environment. People are nervous due to not knowing what they
are expected to do during the communication transaction. Since people are feeling nervous,
they might not be totally focused on the communication process. As the result, the common
mistakes or appearing awkward to others are likely to be made when people are anxious.

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CHAPTER THREE

3. Research methodology
This section presents research methodology that the researcher will use to conduct the research.
It contains the design, sources and types of data, method of data collection, sampling procedure,
sample size and target population, method of data analysis and method of data presentation.

3.1 Research design

The researcher will use a case study research design as the study will emphases a single
university in one branch is the source of data for the research. The questionnaires will have both
open and closed ended questions which will be used to collect the primary data.

3.2 Source and type of data

The study will be mainly formed on qualitative data which will be collected from primary source
to its successful accomplishment. The reason behind to depending on the qualitative data to the
study will be, because of the research area that the researcher will investigate on will be related
with students experience and awareness (attitude) towards ICC contribution on their performance
and peaceful environment of the Addis Ababa University. As a result this will related with
quality and kind to find out how people feel or what they think about role of a particular subject
that means ICC and also the issue of peaceful Teaching-learning Process of the University.

3.3 Data collection method

Questionnaires and interview outline will be methods used to collect primary data's from
Students and the Communities of the university.
The researcher will construct number of questions in a logical order. Besides, the researcher also
asks questions in face to face interview with some selected bodies.

3.4 Target population

Students currently living in Addis Ababa University, 6 killo cumpas will be source of data for
the study.

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3.5 Sampling technique

3.6 Sample size

From the total Students currently living in Addis Ababa University, 6 killo cumpas,the
researcher will contact with 100 Students respondents and other selected a member of Addis
Ababa university will be selected for interview questions and the rest Students will be excluded
because of several reasons like shortage of finance, lack of time, fear for mis-organization of
data if it is increase etc…

3.7 Method of data analysis and presentation

After completion of data collection descriptive analysis method will be used to analyze the
primary data that will be collected from respondents. Finally, the results from questionnaires will
be presented in written form supported by figurative expression and percentage.

3.8 Organization of the paper

the study will have five chapters, Chapter one of the study will contains background of the study,
background of the organization, statement of the problem, significant, scope and limitations of
the study and organization of the paper, then chapter two will contains review literature the next
chapter three will contains research design, source and type of data, data collection method,
,target population, sampling technique and sample size and chapter four will contains methods
of data analysis and data presentation, finally chapter five will contains summery of finding,
conclusion and recommendation.

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3.9. Budget schedule

3.9.1 Time schedule
Tasks September October November December
W W2 W W W W W W2 W W W1 W2
1 1 2 3 4 1 3 4
Reviewing literature 
Proposal writing
Instrument construction
Data collection
Data organization
Data analysis
Report writing
Paper report-first
Paper report-final

3.9.2Cost schedule
Description Measurement Quantity Price (Birr) Total price (Birr)
unit
Per unit
Paper Sheet Pack 1 Birr 250 Birr 250
Pen - 2 4 48
Printing Page 100 2 200
For questions Page 50 1 50
writing
Photo copy Page 100 2 200
Binding the Number 10 20 200
manuscripts
refreshments - - - 150
Miscellaneous - - - 100
expenses
Contingent - - - 150
expense
Total expenses - - Birr 1,348

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Reference
• Anteneh T. (2012). An Integrative Approach to Intercultural Communication in Context:
Empirical Evidences from Higher Education. Dissertation
• Hall, E.T. (1959). The Silent Language. New York: Doubleday.
• Jandt, Fred (2004) An Introduction to Intercultural Communication: Identities in a Global
Community (4th ed.) London and New Delhi: Sage.
• Asante, M. K., Miike, Y., & Jing, Y. (2008). Introduction. Issues and challenges in intercultural
communcation scholarship. In M. K. Asante, Y. Miike, & Y. Jing (Eds.), The global intercultural
communication reader (pp. 1–8). New York: Routledge.
• Collier, M. J. (2005). Theorizing cultural identifications: Critical updates and continuing
Evolution. In W. B. Gudykunst (Ed.), Theorizing about intercultural communication (pp. 235–
256). Thousand Oaks, CA: SAGE.
• Gudykunst, W. B. (2003b). Issues in cross-cultural research. In W. B. Gudykunst (Ed.), Cross-
cultural and intercultural communication. Thousand Oaks, CA: SAGE.
• Carbaugh, D. (2007). Cultural discourse analysis: Five communication practices and intercultural
encounters. Journal of Intercultural Communication Research, 36(3), 67–182.
• Cissel, M. (2014). Media framing: A comparative content analysis on mainstream and alternative
news coverage of Occupy Wall Street. The Elon Journal of Undergraduate Research in
Communications, 3(1), 68–72.

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