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SESSION: INTERCULTURAL COMMUNICATION Internationalisation@home Contents Intro: Intercultural competence Definitions: communication, culture, intercultural communication What causes communication problems in an intercultural setting Verbal communication Non-verbal communication Richard Lewis’ model of intercultural communication Introduction to assignment Intro: Intercultural competence “The 21st century is upon us. As inhabitants of this post-millennium world, you no longer have a choice about whether to live and communicate among many cultures. Your only choice is whether you will learn to do it well...” Lustig, Koester & Taylor Intro: Intercultural competence The imperative for intercultural competence Demographic imperative Technological imperative Economic imperative Peace imperative Interpersonal imperative What is communication? Verbal and non-verbal (90%) Culture P e r s o n Encode/ Decode Culture Send/Receive Messages through Various Channels Encode/ Decode P e r s o n B A Noise Noise Noise What is culture? The collective programming of the mind which distinguishes the members of one human group from another. A learned set of shared interpretations about beliefs, values, norms and social practices which affect the behaviours of a relatively large group of people Layers of Culture National Regional Educational Professional Gender Class Religious Generational Ethnic Corporate Personal family country company sports club Culture, an iceberg … Heroes Symbols Rituals Social practices Values Norms Beliefs Values … Symbols… Heroes… Rituals … What is intercultural communication? Intercultural communication is a symbolic, interpretive, transactional & contextual process in which people from different cultures create shared meanings. It occurs when large and important cultural differences create dissimilar interpretations and expectations about how to communicate competently Sender & receiver have different cultural backgrounds WHAT CAUSES COMMUNICATION PROBLEMS IN AN INTERCULTURAL SETTING? Verbal and Non-verbal communication Cultural differences in communication MESSAGE SENDER MASSAGE RECEIVER What can go wrong – verbal (1) Non-native speakers (often at least one of them) One-on-one translations Translation of jokes, sayings, a pun … often not possible Time relativity in a global perspective Use of other measures gallon, mile, ounce, … What can go wrong – verbal (2) WASHINGTON (AP) — “Failure to convert English measures to metric values caused the loss of the Mars Climate Orbiter, a spacecraft that smashed into the planet instead of reaching a safe orbit, a NASA investigation concluded Wednesday. […] An investigation board concluded that NASA engineers failed to convert English measures of rocket thrusts to Newton, a metric system measuring rocket force. One English pound of force equals 4.45 Newton. A small difference between the two values caused the spacecraft to approach Mars at too low an altitude and the craft is thought to have smashed into the planet’s atmosphere and was destroyed.” What can go wrong – verbal (3) Pronunciation of words “Sh” cannot be pronounced in Finnish The English “th” Different vocabulary Snow (Inuit) Green (Zulu) Hindi English Father, mother Verbal communication Baap (pitagi), maa Baba (dada), amma (dadi) Father’s father, father’s mother Nana, nani Mother’s father, mother’s mother Taaya, taayi Father’s/wife of father’s elder brother Chacha, chachi Father’s/wife of father’s younger brother Mama, mami Mother’s/wife of mother’s brother Booa, fooa Father’s sister, husband of father’s sister Mausi, mausa Mother’s/ husband of mother’s sister Bahai Brother Bhabhi Brother’s wife Bhatija, bhatiji Brother’s son/daughter Bahin Sister What can go wrong – verbal (4) Politeness Vous / tu – u / jij - you First names Japan: “I” is different in different contexts Grammar Existence of present tense Past tenses (was/has been) My grandfather never went abroad ≠ has never gone abroad Le subjonctif n’existe pas en néerlandais What can go wrong - examples Irish Mist What can go wrong – examples GM Chevy NOVA What can go wrong – examples Mazda Laputa What can go wrong – examples Slogans Parker Pen "It won't leak in your pocket and embarrass you" translated into "It won't leak in your pocket and make you pregnant” in Spanish Pepsi "Come Alive With the Pepsi Generation" translated into "Pepsi Brings Your Ancestors Back From the Grave" in Chinese What can go wrong – non-verbal (1) Body-language Nodding = YES or NO ??? Laughing = happiness or insecurity ??? Avoiding eye contact = respect or shame ??? Physical distance - touching each other - kissing What can go wrong – non-verbal (2) Colours Red = political colour of … EU: left-sided political parties US: Republicans White EU: = colour of … marriage Catholics: joy China, Muslim: death What can go wrong – non-verbal (3) Symbols Different meanings Not understandable outside the group Thumbs up = OK, … but offensive in Greece What can go wrong – non-verbal (4) Values: nudity What can go wrong – non-verbal (5) Values: diseases What can go wrong - non-verbal (6) Values: religion What can go wrong – (non)verbal (7) Direction in which we read Left to right, top to bottom, … … problems if the message is read from right to left Our usual perspective http://www.sasi.group.shef.ac.uk/worldmapper/index.h tml RICHARD LEWIS’ MODEL www.howest.be Richard Lewis’ model of Cultural Categories National Communication Patterns – Italy – National Communication Patterns – Finland – National Communication Patterns – Germany – National Communication Patterns – UK – Listening Habits – Belgium – Conclusion ‘Tolerance, intercultural dialogue and respect for diversity are more essential than ever in a world where people are becoming more and more closely interconnected.’ Kofi Annan
