Module 2

COMMUNICATION AND
GLOBALIZATION
 acceptance of a set of economic rules for the
entire world designed to maximize profits and technological innovation and
productivity by universalizing markets and
organizational change centered on
production, and to obtain the support of the
state with a view to making the national flexibilization and adaptability;
economy more productive and competitive;

WHAT IS GLOBALIZATION?
reduction of the welfare state,
privatization of social services,
dissemination of common flexibilization of labor relations and
expansion of a specific form of social cultural values, but also weaker trade unions;
organization based on information as the re-emergence of -de facto transfer to trans-national
the main source of productivity and nationalism, cultural organizations of the control of national
power; conflict and social economic policy instruments, such as
movements." monetary policy, interest rates and fiscal
policy;
 CULTURE
Culture as defined by Cambridge Online Dictionary is the “way of life,
generally the customs and belief This means that in cultural
globalization the free flow of goods and services is accompanied by the
free flow of cultural identities, practices, and beliefs. Along with the
goods and services came the way of life of the exporting country.
P
R
E
T
A
S
K
#1
 PRE-TASK #1: STARBUCKS
Starbucks shows the common understanding of globalization where a
cultural artifact from a strong economy like the US duplicates and
eventually dominates a country beyond its borders. Note that we should
consider Starbucks as a cultural export and not just a business or
economic export. Along with the transfer of goods and services by
Starbucks are the transfer of cultural beliefs and practices associated
with coffee drinking and dining or as their marketing campaigns would
communicate it, the store also promotes the Starbucks experience,
lifestyle, and consequently mentality.
 PRE-TASK #1:
JOLLIBEE/MCDO
It shows that as a global company goes beyond its national borders and
roots itself in a new country it is inevitable that it changes and adapts to
it local environment as is the case with the McDonald’s menu. For the
most part the food choices offered by McDonald’s are the same or at
least very similar everywhere you go whether it be In Boston or Bali.
However, as clearly illustrated by the picture below. It may also be
slightly or entirely different from one branch to another. The term they
have for this is ‘glocal’. Global companies in another country usually
transforms into something global yet local or ‘glocal’.
LET'S SHARE!
With a partner, answer the following questions and share
your answers with the class.
• Can you discuss some differences between how one
person sends a message to another person in the past
and in the present?
• Can you discuss some differences between how one
person sends a message to a group of persons in the
past and in the present?
• What do you think these changes mean for us?
GLOBALIZATIO
N AND
COMMUNICATIO
N
Lesson 2.2
Cultural globalization was no longer simply a consequence of global
trade. Culture itself became something worth trading. Culture itself
became a commodity. And like with the export of goods and
services, the west particularly America started exporting cultural
commodities such as movies and songs and consequently we no
longer just talk about the globalization of society we now also talk
about the mediatization of society

LESSON 2.2
As McLuhan claimed in the 1960s, the medium is the message. This
means that it is not only the message that should be the focus of
study because the choice of type of media also affects the message
and in a broader sense society itself.

LESSON 2.2
From mere personal letters and telephone calls we now have twitter,
skype, messenger, Instagram, snapchat and all other forms of
electronic online communication. All these give us the impression of
interconnectedness wherever you may be in the world as long as you
have internet connection we can communicate with you
instantaneously and easily without much cost and effort.

LESSON 2.2
 ‘Connected but alone’
The world through online communication felt a little smaller. The
impression brought about by online communication that we are truly
connected is nothing but an illusion for in the real sense we are more alone
than every because of online communication.

LESSON 2.2
 THE EFFECTS OF
GLOBALIZATION ON HUMAN
COMMUNICATION
As we have mentioned earlier one challenge is to really be
together and interconnected through online
communication. We feel connected and yet we are more
alone than ever.

We even created a term for this phenomenon, seen-mode

or seen-zoned , where people see or read you post and then
ignore it.

LESSON 2.2
 THE EFFECTS OF
GLOBALIZATION ON HUMAN
COMMUNICATION
Another immediate effect is the increase in the need for
intercultural communication.
Consequently, effective global communication proves to
be a challenge to many people since cultural diversity
increases the possibility of miscommunication.

LESSON 2.2
 THE EFFECTS OF
GLOBALIZATION ON HUMAN
Another important consequence of COMMUNICATION
globalization is the rise
of World Englishes where each country boasts of its own
variety of English.

Experts claim that the Englishes are different in relation to

word use, pronunciation, accent, and grammar.

LESSON 2.2
 THE EFFECTS OF
GLOBALIZATION ON HUMAN
COMMUNICATION
The World Englishes phenomenon is not limited to the
English language. This is where different countries have
developed and are developing their unique version of the
parent language. This is evidently the consequence of
globalization.
Sadly, although it may be said that English and other major
languages have become richer and more diverse, some
local minority languages are becoming extinct because of
globalization.
LESSON 2.2
 THE EFFECTS OF
GLOBALIZATION ON HUMAN
COMMUNICATION
One effect of globalization is the ease of migration which
is usually from rural areas to urban areas or city’s and it is
also usually the younger generations that leaves which
exposes the life of a language to the risk of mortality.

A minority or indigenous language dies.

LESSON 2.2
 THE EFFECTS OF
GLOBALIZATION ON HUMAN
Another
increasing
COMMUNICATION
significant effect of globalization is the
importance of digital or electronic
communication.

As the world becomes more globalized, we also become

more dependent on digital forms of human
communication in our everyday activities.

LESSON 2.2
CULTURAL
LITERACY
Lesson 3.3
 Literacy is usually understood as the ability to read
and write. Cultural literacy on the other hand refers
to the awareness of one’s own as well as other
people’s cultural heritage, beliefs, practices, etc. The
term cultural literacy was first used by American
professor E.D. Hirsch Jr. in his book with the same
title in 1987.
 Frendo (2005) noted that it is important to consider the concept of culture
when communicating especially in business. This is important in
establishing business context. Furthermore, he claimed that there are many
types of cultures.

• National culture which should not be confused with ethnicity since

they are different in terms of scope and content.
• Corporate culture. It may be said that different organizations, different
professions have different organizational or corporate culture.
Awareness
Knowing that two cultures are
more often than not different
rather than similar can help you
avoid intercultural faux pas.

Individuality trumps culture

It is incorrect to assume that
everyone acts according to the
dictates of his/her culture. Everyone
can, and in many cases, tend to
follow his/her own beliefs and
values which by experience,
training, or accident be different COMMUNICATING
from his/her home culture’s beliefs IN CULTURALLY
and values. APPROPRIATE
WAYS
Communicating clearly and checking for
understanding

listening to non-verbal signals

Hall (1959) compared culture to an
iceberg where a bigger part of it is
unseen and where the importance of
the unspoken in everyday life is
undervalued and misunderstood.
COMMUNICATING
IN CULTURALLY
APPROPRIATE
WAYS
PRE-TASK #3
Did you know that candies are
called sweets in Britain? Yes or
No
WORLD ENGLISHES

World English or World

Englishes is the
English language as it is
numerously adopted all over the
world. It's also known as
international English and
global English.
WORLD ENGLISHES
The emergence of the global
phenomenon known as World Englishes
is one of the effects of globalization. It
is relevant that a communal language be
used to attain universal articulacy.

In different areas like academics,

information technology, economics,
food, fashion, government, travel,
sciences, and even show business, the
English language is the widest used
medium all over the globe.
WORLD ENGLISHES
English is the widest spoken language by far.
Most people would undoubtedly assert that
English is by this time recognised as the decto
lingua franca which makes English as the most
important international languages in the world.
However, English unlike other languages has
been used, adapted, and transformed in ways
unimaginable by its users and it is not a simple
issue of differences in accents. This is the
reason why World Englishes is often described
as the nativized or indigenized varieties of
English.
• Pronunciation - differences in both in vowel and
consonants, as well as stress and intonation

BRITISH AND
AMERICAN
ENGLISH
• Vocabulary - differences in nouns and verbs, especially phrasal
verb usage and the names of specific tools or items

BRITISH AND
AMERICAN
ENGLISH
• Spelling - differences are generally found in certain prefix and
suffix forms

BRITISH AND
AMERICAN
ENGLISH
Interviewing and Cultural
Competence
LESSON 3.3
 Interviewing
Interviews are conducted not just to check
the interviewee’s academic accomplishment
but more importantly is considered as a
mental test. Aside from the fact that it
requires high listening comprehension
adaptability most interviews often involve
challenging question and answer negotiation
which also include a personal assessment of
your daily social relation activities and
experiences.
 Interviewing
According to www.jobstreet.com throughout a job interview, the interviewee is
commonly measured by three assessment criteria:
(1) global task and function (e.g. planning, foresight, organizing, negotiating
ang other essential management skills) ,
(2) personal skills (e.g. Intelligence and competency, technical proficiency,
creativity and innovation, analytical skills and other performance skills)
(3) interpersonal skills including socio-linguistic and pragmatic skills (e.g.
honesty, patience, kindness and respect for others).
 Interviewing
In a job interview process, most interviewer subtly establishes an ‘easy to
difficult’ structured of discourse to assess the interviewee’s pattern of strengths
and weaknesses. This is done through three stages:
(1) warm-up questions are those that reflect your personal qualities, the
interviewee will ask for easy-going subjects such as self, leisure, routine,
family, home and travel,
(2) competency and skills check are job related questions that test ones
knowledge and decision making skills,
(3) human relation inquiry assess your interpersonal skills.
 Cultural Competence
Culture is embedded in everyone’s personal knowledge about their own
history, geography and institutions of their origin.
Tseng (2002) asserted that knowing others’ culture does not automatically
make one culturally competent. We must understand that no culture is
superior from the other.
Hence judging others’ social practices using your own culture as a lens
could strongly advocate false assumptions and increases cultural
misconceptions.