Week 1

What happened and Why? Does anyone know what happened when Euro-disney first opened, just outside Paris in 1992?

Why this module? We live in a globalised world Migration is much more common now We are more likely to be working with/trading with people from other countries Cultural misunderstandings can have a huge impact (teams, trade etc) Technology has helped this but we need to know how to use it English is the lingua franca of the business world but is all spoken English the same? Brookes Graduate attribute of Global citizenship

Module Learning Outcomes Analyse the relationship between language, communication and culture and how this impacts on organisations Consider intercultural issues in your communications Critically evaluate the intercultural communication process and identify barriers to communication in international, national and local business relations Demonstrate a critical understanding of the various communicative styles

Key Module Elements The Communication Process Culture and Communication in an international/global context Communication and team work in diverse groups

Assessment Assignment 1: 30%  Individual preparation (10%) (more of this later) leading to an ICT group based activity in which you just communicate via technology in class during week 5  A reflection and evaluation of that experience 1,000 words (90%) NB: it is an individual not group mark that you will receive Assignment 2: 70%  Written assignment 2,000 words

Assignment 2 Background: “When conducting international business, it is extremely important for business representatives to be aware of different cultural beliefs and behaviour. After all, behaviour which might be considered normal in a UK boardroom could be radically different to behaviour expected in say Saudi Arabia or China. As a result, failure to understand foreign business practices and customs can create insurmountable barriers to successful business relations. Conversely, taking a little time to learn these cultural differences can help reap rewards and help build strong business relationships.” “Why Observing Foreign Culture Can Lead to Business Success” Adam Singleton, Kwintessential, Accessed on line, 22May 2015, The Task Choose two specific countries for different continents and write a 2,000 word essay which critically evaluates the impact of their different cultures and languages upon a business sector, within the UK, should they choose to conduct business with one another. The essay will need to discuss the cultural, language and communication differences of the two countries as well as how the business sector will need to adapt their communications methods to cater for customers and businesses alike.

What is English culture to you? Think of all the words/sayings, pictures and symbols that you think describe the English culture Write/draw them on separate post its and put them on the flipchart

Which elements of culture as easiest to discover Taking the words/symbols etc everyone has put on their post its In pairs discuss and list which would be obvious when you first meet someone/visit another culture and which would take more time to find out Come up with your meaning of the word ‘culture’

Some definitions of culture “Culture is the way of life of a group of people” (Foster 1962) “..the sum of a social group’s patterns of behaviour, customs, way of life, beliefs and values.” (Fox 2004 p10*) “the collective programming of the mind which distinguishes the members of one human group from another...” (Hofstede 1980)

Why is it difficult to see our own culture? Fish 1 to Fish 2: How’s the water? Fish 2 to Fish 1: What’s water? Lao Tzu ‘Water is the last thing a fish notices’

Health check The study of culture is about generalisations. You need to be mindful that not all elements apply to everyone as we are individuals Generalisations are a starting point Stereo-types are dangerous and an end point Also be aware of ethnocentricity = belief that ones own culture is superior to that of others’

Prototyping Generalisations are required to confront unfamiliar or complex situations, where data is often categorised to make sense; if this were not to occur, researchers would not be able to make sense of unfamiliar objects as there would be not starting point to create a view or opinion (Mann, 2010; Liker, 2004; Beamer and Varner, 2008) This phenomenon is classed as ‘prototyping’ which allows researchers to collate data or original concepts and models into something which can be understood (Beamer and Varner, 2008; Rodrigues, 1997).

Its not possible to learn about all cultures so Intercultural training model (Kohls and Knight,1994) Awareness of the concept of culture Awareness of one's own culture Development of general intercultural skills Awareness of a targeted culture

Steps in Intercultural Awareness (Beamer and Varner 2011 = core text) 1) Self analysis 2) Understanding and accepting differences 3) Use categories (tools for understanding how cultures compare) 4) Challenge the categories 5) Analysis of communication behaviour 6) Enacting what you have learnt

Assignment 1 Preparation 1) You need to prepare a briefing on a country of your choice (but different to the other 3-4 students in your group, preferably on a different continent) explaining some of the key cultural customs, important dates and how business is conducted in that country. You need to do this before the scheduled date for the in class group work and be prepared to share the information over ICT with the other students in your group (you will also need to send an e-copy to your tutor)

Country Profiles Full profiles provide an instant guide to history, politics and economic background of countries and territories, and background on key institutions Look the BBC website and find a country profile: How useful would this information be if you were:  a) a short business trip  b) a holiday  c) going to live and work there for a year? Which sections might be useful for a), b) and c)

Cultural briefings Go to: profiles.htmlhttp:// profiles.html Select a country profile, read it then consider the same questions: How useful would this information be if you were:  a) a short business trip  b) a holiday  c) going to live and work there for a year? Which sections might be useful for a), b) and c)

Informative websites? Other website that give you information on different countries/cultures (you need to set up an account but its free)

Suggested Reading Chapter one Beamer and Varner pages 1-21