Local and Global

Communication in
Multicultural Settings

Intercultural Communication

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 Intercultural
Communication

La
Language Institute National University Manila
 Guess the country
● The children are told to toss ● Finger pulling
their tooth onto their roofs
● Shoving your face on your ● Don’t Ask for Salt When
birthday cake Dining
 At the end of the discussion, the students
will be able to :

• Adopt cultural and international

awareness and sensitivity in
communicating ideas;
Objectives • Appreciate the advantages and
complexities associated in cross-
cultural and inter-cultural
communication
• Exhibit knowledge of the impact of
cultural diversity on communication
 “When we are in communication with people
who are different from us, it is challenging to
know how to draw inferences about what they
mean, so it is impossible to depend on the
shared knowledge and background for
confidence in our interpretation .”

—Scollon & Scollon, 1995

 Culture
is learned patterns of
perception, values, and
behaviors, shared by a group of
people, that are dynamic and
heterogenous
In multicultural communities,
we live alongside each other

In cross-cultural communities,
.
there is some ●reaching across
boundaries

In intercultural communities,
there is a comprehensive
mutuality, reciprocity and
equality
● Multicultural refers to a society that contains
several cultural or ethnic groups.

● People live alongside one another, but each

cultural group does not necessarily have
engaging interactions with each other.
● Cross-cultural deals with the
comparison of different cultures. In
cross-cultural communication,
differences are understood and
acknowledged, and can bring
about individual change, but not
collective transformations.

● In cross-cultural societies, one

culture is often considered “the
norm” and all other cultures are
compared or contrasted to the
dominant culture
 Intercultural Communication
● Intercultural describes communities in
which there is a deep understanding
and respect for all cultures. Intercultural
communication focuses on the mutual
exchange of ideas and cultural norms
and the development of deep
relationships.

● In an intercultural society, no one is left

unchanged because everyone learns
from one another and grows together.
Cross-Cultural Communication
Typologies
Cross-Cultural Communication Typologies
Individualism Collectivism
VS.

Low Context vs. High Context

Low-Power High Power Distance

Distance vs.

Sequential vs. Synchronic

Affective vs. Neutral

 Individualism v. Collectivism
● Individualism: In an
individualistic culture, the
individual is the most
important unit in society
and a person’s right to
privacy prevails over group
consideration.
 Collectivism
● Collectivism: In a collective
culture, the group interest
takes precedence over the
individual, and people rely
on their groups
(family/work/religious, etc.)
for all matter of support.
 High vs. Low Context
High Context Low Context
•In a high context
culture, communication is mostly In a low context culture, the verbal
non-verbal and there are well-defined messaging contains most of the
social protocols. information.
•High context culture leave much of There is an admiration for people that can
the message unspecified to be speak up and express themselves
understood through context,
nonverbal cues, and between-the-
lines interpretation of what is actually
said.

Reference:
Communicating Across Culture
Carol Kinsey Goman (2011)
LOW CONTEXT HIGH CONTEXT

Tend to prefer direct verbal interaction Tend to prefer direct verbal interaction
Tend to understand meaning at one Tend to understand meanings
level only embedded at many sociocultural levels
Are generally less proficient in reading Are generally more proficient in reading
nonverbal cues nonverbal cues
Value individualism Value group membership
Rely more on logic Rely more on context and feeling
Employ linear logic Employ spiral logic
Say ‘no’ directly Talk around point; avoid saying no
Communication in highly structured Communication is simple, sometimes
messages, provide details, stress literal ambiguous, messages; understand
meaning visual messages readily
 Sequential vs. Synchronic
● In sequential, ● The flow of time is viewed as a sort of
Businesspeople circle, with the past, present, and
give full attention future all interrelated.
to one agenda
item after another ● The viewpoint influences how
● North America, organization in those culture approach
English, German, deadlines, strategic thinking,
Swedish and Dutch investments, developing talent from
within, and the concept of “long term
planning)
● South America, Southern Europe and
Asia
 Affective vs. Neutral
● In cultures with high effect, ● Members of neutral cultures do not telegraph
people show their feelings their feelings but keep them carefully
plainly by laughing, smiling, controlled and subdued.
grimacing, scowling, and
sometimes crying, shouting, or ● This does not mean that people in neutral
walking out of the room. cultures are cold or unfeeling, but in the
course of normal business activities, neutral
● If our approach is highly cultures are more careful to monitor the
emotional, we are seeking a amount of emotion they display.
direct emotional response” “I
feel the same way” ● If approach is highly neutral, we want an
indirect response” “I agree with your thoughts
on this.”
 China
Core Concepts Verbal Non-Verbal

Modesty Indirect Communication: to Physical Contact: The

Filial piety maintain harmonious relations; Chinese generally do not
They rely less on words and are touch people that are
Guanxi
more attentive to posture, strangers to them unless it is
Interdependence expression and tone of voice to unavoidable (i.e., in a crowd
draw meaning. ) or close friend, family or
partner.
Refusals. They will seldom give Eye Contact: Indirect eye
a direct ‘no’ or negative contact is considered a sign
response, even when they do not of politeness; Direct eye
agree with you. contact is more common in
casual conversation, as well
as arguments.
Laughter. A Chinese person Whistling is considered
may smile and laugh to diffuse rude.
the uncomfortable situation.
United States of America
Core Concepts Verbal Non-verbal

Independence Direct Communication: Americans Eye Contact: Americans

Individualism are typically direct communicators, tend to maintain direct eye
speaking honestly, clearly and contact with the person they
Freedom
explicitly to arrive straight to the point. are talking to. This
Diversity demonstrates warmth,
Equality openness, honesty and
approachability

Informality: Americans are generally Physical Contact:

informal in their communication, using Americans are generally
first names and slang with those they comfortable with public
do not know well physical affection and
contact between friends and
family

Confidence: Americans are generally Gestures: It is polite to nod

quite enthusiastic, assertive and to signal that you are
confident communicators. listening and interested
throughout a conversation.
 The Philippines
Core Verbal Non-verbal
Concepts

Hiya Communication Style: Filipinos will try Physical Contact: Among

Respect and to express their opinions and ideas relatives or friends of the
diplomatically and with humility to avoid same gender, it is common
Courtesy
appearing arrogant for Filipinos to walk hand in
Modesty hand or arm in arm
Kapwa
Indirect Communication: Filipinos Laughter At times, laughing
Hospitality
often communicate indirectly in order to may indicate happiness or
prevent a loss of face and evoking hiya pleasure, while other times it
on either side of an exchange may be used to relieve
tension.

Respect: When speaking to those who Pointing: Filipinos may point

are older or of higher status, Filipinos to objects by puckering their
tend to use the polite forms of speech lips and moving their mouths
in the direction they are
pointing to
 01
Developing
Intercultural
Communicative
Competence
 Everything should start with a personal desire and strong conviction to relate
more effectively with persons having different cultural backgrounds. This
will not only create positive personal relationships, but also open more
opportunities for professional growth.

Limiting one’s reliance on preconceived notions and established stereotypes is

also a major leap towards effective intercultural communication

Improving one’s Ability in Communicating in a

Multicultural Setting
 Refrain from forming expectations based
solely on your culture.
✓ Knowing and accepting the validity of
cultural differences are key in
communicating with people having diverse
communication styles.

✓ Being an effective communicator requires

allowing yourself to be immersed in the
multicultural society and embracing
diversity.
 Seek Commonalities
Build mutual understanding with
the other person.

As Morris (1994: 6) describes: ‘We may

wear different hats, but we all show the
same smile; we may speak different
languages, but they are all rooted in the
same basic grammar; we may have
different marriage customs, but we all fall
in love
Overcome Stereotype
and Prejudice
The belief in the superiority of one's own culture
creates barriers to intercultural understanding.

Unfounded assumptions about outgroup members

compared to our ingroup hinder our ability to
appreciate diverse perspectives.

Adopting cultural relativism allows us to

comprehend others' actions from their cultural
perspectives.
 Cultural rules govern the distance that is perceived as
appropriate between speakers, the loudness at which a
person should speak during an interaction, the appropriate
amount of gestures, and the appropriate information to be
shared between speakers based on their relationship.

Developing We must keep an open mind and be aware that what we

flexibility and practice in our culture may be neither the only correct way
nor the best way of doing things, and we must be flexible in
openness adapting our communication as the situation requires.

Our knowledge of cultural dimensions and values will go a long

way to help us adapt to new situations.
 References
● Liu, Shuang et al. (2015) Introducing Intercultural Communication.
Global Cultures and Context. SAGE
● Madrunio and Martin (2018). Purposive Communication Using English
in Multilingual Contexts. C&E Publishing Inc.
● Schriefer P. (2016). What’s the difference between multicultural,
intercultural, and cross-cultural communication?
https://springinstitute.org/whats-difference-multicultural-
intercultural-cross-cultural-communication/