Introduction: The Challenge of Cultural Variety (Chapter 3, pp. 98-104)

Communication More than language A culture provides a common basis for understanding Intercultural communication therefore a challenge Training is necessary http://access.cappelendamm.no

Communication: Terms Sender   Message  Receiver  Problems can occur anywhere during this process Sender problems: assuming your values are universal Ethnocentrism – viewing your culture as the center of the world http://access.cappelendamm.no

Communication problems Message Problems Europe – reads left to right: Pain   Pill  Relief  Saudi Arabia – reads right to left: Pain   Pill  Relief  Receiver Problems Boss: “Didn’t you sweep the floor?” Fareed: “Yes.” (= I didn’t sweep the floor) Boss: “You’re lying!” Fareed: “I quit!” http://access.cappelendamm.no

Understanding other cultures Be aware of your own culture Show respect for others’ cultures Treat others as you would be treated Do not claim your way is the only way http://access.cappelendamm.no

Cultural relativism contra Ethnocentrism Not judging other cultures on the basis of one’s own Viewing other cultures as equals Knowing your own beliefs Understanding others’ beliefs, without necessarily adopting them http://access.cappelendamm.no