Chapter 2 multicultural and Global communication 2012 Business Communication I

Cultural Diversity in the Workplace Communication across cultures is necessary due to: Outsourcing Offshoring Global supply chains Culture Customary beliefs, social norms, values, material traits, and behavior patterns transmitted from generation to generation that distinguish groups of people Core Cultural Dimensions – Being Different Ethnicity Race Gender Age Physical challenge

Cultural Diversity in the Workplace Corporate Culture Shared values and behavioral expectations Standards of business conduct and code of ethics Behavioral expectations Values Patterns of operation Beliefs Assumptions Norms Customs Rituals Symbols

Cultural Diversity in the Workplace Cultural Ethnicity and Race Ethnicity: not clearly defined; identifies groups of people with similar characteristics. Hispanic or Latino Race: people with same language, history, and particular similar physical characteristics. American Indian, Alaskan Native, African American Gender Roles Societal expectations Being a man or being a woman Communication differences Direct or indirect

Cultural Diversity in the Workplace Age Diversity Age and stage of life stages Generational differences Physical Challenge One in five with a physical challenge in the U.S. Usual challenges in workplace: crutches, wheelchair, or walker; seeing, hearing, or speaking

Multicultural Perspectives Cultural background affects communication Cultural diversity in the workplace and in the marketplace has increased Greater understanding of how cultural background affects communication is necessary Communication Barriers Lack of awareness that miscommunication can arise from cultural differences Cultural relativism and ethnocentrism Cultural relativism: judging values and behaviors of different cultures against standards of right and wrong for your own culture Ethnocentrism: The inherent belief that your own cultural traditions and values are superior to others

Multicultural Perspectives Lack of knowledge and understanding of cultures and stereotypes Stereotype: assumption that behaviors or characteristics typical of a particular culture define all members of that cultural group; Result from a limited knowledge of cultural diversity Discrimination and harassment Discrimination: showing favoritism or prejudicial rejection of people because of differences Sexual harassment Unwelcome behavior of a sexual nature or with sexual overtones Quid pro quo – exchange something for something Hostile environment – creating an offensive environment, interfering a person’s job performance, or causing intimidation

Multicultural Perspectives Language Language differences may be a barrier to effective business communication, even in a same language British English vs. American English

Multicultural Perspectives Nonverbal language Clothing and bodily characteristics, physical space and time in communication, movement and body position(posture, gesture, stance, and movement), eye gaze, cues of the voice Influences the receiver’s understanding and acceptance of a message. It … primarily communicate emotions, attitudes. substitute for, contradict, emphasize or regulate verbal message. are often ambiguous. are continuous. are more reliable than the verbal message are culture bound. always has communicative value. is powerful.

Multicultural Perspectives Multicultural Communication Guidelines Understand how your own culture shapes your beliefs, values, and behaviors Learn about other cultures while keeping an open mind and respecting differences Adapt to variations in cultural communication patterns Overcome language barriers

Multinational and Global Business Multinational business Operations targeted toward and conducted in two or more countries Global business Operations and strategies to serve a world market Operating Globally Adapting to Global Operations Speaking and Writing for a Global Audience

Multinational and Global Business Figure 2.2 Continuum from High-Context to Low-Context Cultures

Multinational and Global Business Figure 2.2 Continuum from High-Context to Low-Context Cultures High Context Low Context Indirect communication patterns Fewer words, more nonverbal clues Simple, ambiguous messages Highly verbal people perceived unattractive Reliance on long-term relationships and underlying meanings Long-term view of time Appointments considered flexible; “one time” may be within a half hour, week, or month Direct and specific communication High value on words rather than shared background Structured messages with technical details Informal, smile frequently, frequent use of hand gestures and facial expressions Transitory personal relationships; shared background not assumed for meanings Short-term view of time Emphasis on appointments, management of schedules, and punctuality

Multinational and Global Business Figure 2.2 Continuum from High-Context to Low-Context Cultures High Context Low Context Values family and group authority Communication follows spiral logic based on relationships rather than linear progression of ideas Vague, nonconfrontational language preferences Honor and face more important than business; defer to power and position Information obtained through private networks Individualism valued Communication follows linear pattern; emphasizes logic to present ideas and considers the bottom line Focus on getting a job done, succeeding, and profitability Transitory personal relationships; ideas and people Information readily accessible, shared with others

Multinational and Global Business Figure 2.2 Continuum from High-Context to Low-Context Cultures High context culture Place high value on relationships Favor indirect communication Assign meaning to shared history, nonverbal signals, and the context of the message Low context culture Value productivity Prefer direct communication Give minimal attention to relationship building

Multinational and Global Business Speaking and Writing for a Global Audience Learn and use a few phrases and greetings in the receiver’s native language. Use the indirect or direct style to match the style of the receiver

Global Communication Strategies Review Business Communication Principles Analyze the Message Receiver Be Open to and Accepting of Other Cultures Learn about Other Cultures and Apply What You Learn Consider Language Needs

Summary of Learning Objectives Explain how cultural differences affect business communication Identify cultural barriers to communication Explain basic guidelines for effective multicultural communication Discuss communication challenges in a global environment Describe key strategies for effective global business communication