1. Chapter 2 multicultural and Global communication
2012 Business Communication I

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

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

9. 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.

10. 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

11. 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

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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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