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Intercultural Communication
Unit 7 CM 115
"...the single greatest barrier to business success
is the one erected by culture." Edward T. Hall
and Mildred Reed Hall
Consider these examples:
•When Kentucky Fried Chicken entered the Chinese market,
to their horror they discovered that their slogan "finger lickin'
good" came out as "eat your fingers off"
•General Motors had a perplexing problem when they
introduced the Chevy Nova in South America. Despite their
best efforts, they weren't selling many cars. They finally
realized that in Spanish, "nova" means "it won't go".
*In Italy, a campaign for "Schweppes Tonic Water" translated
the name into the much less thirst quenching "Schweppes
Toilet Water".
Globalization
Increasing world
interdependence caused by
changes in global economies
and communications
technology
What is Culture?
 Learned
social behaviors that
develop over time
A
complex and multidimensional
concept

Do the languages we speak shape the way
we think? Do they merely express thoughts,
or do the structures in languages (without
our knowledge or consent) shape the very
thoughts we wish to express?
Cultural Norms and Values
True or False?
1.
2.
3.
4.
5.
Exchanging business cards is very ceremonious
in the UK.
Business cards are always reciprocated in the
USA?
When meeting a group of people in Venezuela
you should give your business card to...
What language should you ideally translate your
business cards into if going to Taiwan?
Which of these should you not do to a South
Korean's business card?
Answers

1. Exchanging business cards is very ceremonious in the UK. False

2. Business cards are always reciprocated in the USA? False

3. When meeting a group of people in Venezuela you should give
your business card to...Everyone

4. What language should you ideally translate your business cards
into if going to Taiwan? Cantonese

5. Which of these should you not do to a South Korean's business
card? Write on it
Intercultural Communication
The sharing of meanings between
individuals from different cultures
For discussion

What are the most common barriers to
communication between cultures?
Intercultural Communication…
Requires an understanding of …

Own culture

Cultures of other groups

Parent/Dominant culture (e.g. based on race
or ethnicity)

Co-cultures (e.g. based on gender,
religion, age)
Intercultural Communication…
Requires an understanding of …..

Knowledge system

Beliefs

Values

Customs

behaviors
Cross-cultural Communication
Involves highlighting similarities and
differences across cultural groups
to promote communication
Intracultural Communication
Shared communication
between members of the
same cultural group
For discussion

How can education help reduce or eliminate
these barriers?
Enculturation
The process of learning or absorbing
one’s own culture
Acculturation
The process of adjusting to the host
culture by adopting its values,
symbols and/or behavior
Ethnocentrism
The belief that one’s own cultural
norms are superior to those of
other social groups
Cultural Relativism
The acknowledgement of
cultural differences and acceptance
that each social groups has
its own set of norms
Intercultural Business
Communication
Intercultural sensitivity is vital for
success in business!
Dimensions of Cultural
Diversity
 Power
Distance
 Individualism
 Masculinity
 Uncertainty
Hofstede (1984)
Avoidance
Barriers to Intercultural
Communication
 Linguistic
 Nonverbal
 Cultural
 Emotional
 Physical
 Experiential
 Perceptual
Bell (1992)
Developing Intercultural
Communication Competence
Culture-specific approach

Process of learning information
about the other culture

Useful but limited
For discussion

What are three ways you could improve
your own intercultural communication
competence?
Developing Intercultural
Communication Competence
Culture-general approach focuses on…

Cultural awareness and sensitivity

Cultural and communication sensitivity

behavioral flexibility

An ‘other-orientation’
Developing Intercultural
Communication Competence
Business communicators need
to be competent in …..
»Their own culture
»Their business culture
»Their corporate culture