1. © Shuang Liu, Zala Volčič and Cindy Gallois 2015

2. Becoming an Effective Intercultural Communicator
Chapter 13

3. Learning objectives At the end of this chapter, you should be able to:
Identify global and local dimensions of culture.
Explain the dialectic of homogenization and fragmentation of cultures.
Describe contributors of cultural diffusion, convergence and hybridity.
Suggest strategies to develop intercultural competence.

4. Global and local dimensions of culture
Globalization has led to our ‘global village’ becoming increasingly interconnected at political, economic, cultural, social and even personal levels.
Yet, all these interconnections are embedded within a system of inherent differences (Skalli 2006).
Local interests are added to recognized international formats in what is known as glocalization (e.g., Temptation Island).

5. Homogenization and fragmentation
Two countervailing tendencies are associated with globalization:
The overcoming of cultural or economic differences or ‘homogenization’.
New forms of cultural ‘fragmentation’ and innovation.
Which tendency do you think is stronger?

6. The dialectic of homogenization and fragmentation
The two tendencies of homogenization and fragmentation create a ‘dialectic’ which can be reflected on cultures as well as on people.
The dialectic could also be described as engagement versus isolationism or globalism versus nationalism (Lustig and Koestger, 2013).
What are possible reasons for fragmentation?

7. Homogenization of people
The uneven diffusion of technology may create new forms of social and cultural stratification between people.
Cultural exposure can highlight and exacerbate differences between groups or nations.

8. Changing view of homogenization and fragmentation
The discussions over homogenization and fragmentation of cultures are gradually shifting away from the bipolar vision.
People are recognizing that ‘cultural experience is both unified beyond localities and fragmented within them’ (Skalli, 2006: 20).
What is your view of globalization?

9. Looking through the cultural lenses
Despite the presence of global economy and mass cultural products, people still interpret what they see or have by drawing upon their cultural beliefs, values, and norms.
When looking at the cultural dimensions of the integration/fragmentation dialectic, we need also to take into account of the economic and political aspects.
How does your culture influence your interpretation of events and people?

10. Coordinated management of meaning
CMM theorists believe that it is necessary to describe the cultural context in order to understand communication within and/or across cultures.
There are three goals of this theory:
To understand who we are, what it means to live a life, and how that is related to particular instances of communication.
To render cultures comparable while acknowledging their incommensurability.
To generate an illuminating critique of cultural practices.

11. Cultural diffusion and convergence
Cultural diffusion happens when a culture learns or adopts a new idea or practice from another culture or cultures.
The increased sharing of information and agreement on mixing West with East leads to cultural convergence.

12. Cultural hegemony and colonialism
The fear of the predominant influence of one culture over another (particularly from the West) is called cultural hegemony.
The stereotyping of non-white populations as the ‘other’ is an example of cultural colonialism (Jandt, 2007).
Khan et al. (1999) argues that colonialism is carried out by the mass media that shape our perceptions of events and groups of people.

13. Cultural hybridization
Cultural hybridization refers to a new cultural form that combines elements of other cultures.
Localization of global products plays an important role in their acceptance and sustainability in receiving cultures.
Can you give an example of a product in your culture/country , that symbolizes cultural hybridization?

14. Cultural branding
An important aspect of global and local process is ‘branding’ whereby business entities and countries alike try to position themselves and their products as globally ‘recognizable’.
A brand is usually understood as the association of a product or service with a symbolic image that confers recognition, as well as additional value (or added value) to a product.
How are you influenced by branding?

15. Cultural knowledge
Globalization has increased access to information beyond national boundaries.
Information technologies can be used to empower marginalized communities to engage in knowledge sharing.
Instantaneous media coverage has reinforced the crucial role of the mass media in international politics (e.g ‘the CNN effect’ and Al Jazeera).

16. Cultural schema theory
When entering into communication with others, each of us brings a stock of knowledge about appropriate behaviours in our own culture. This pre-acquainted knowledge is referred to as cultural schemas (Nishida 2005).

17. Components of intercultural competence
The knowledge component: the level of cultural knowledge a person has about the other person with whom he or she is interacting.
The affective component: the emotional aspects of an individual in a communication situation, such as fear, like, dislike, anger, stress or hatred.
The psychomotor component: the actual enactment of the knowledge and affective components.
The situational component: the actual context in which intercultural communication occurs.

18. Develop intercultural competence
Seek commonalities: We need to try to build mutual understanding with the other interactant by focusing on similarities rather than differences.
Overcome stereotypes and prejudices: We need to overcome unfounded attitudes toward outgroup members from a comparison with one’s ingroup.
Develop flexibility and openness: We must keep an open mind and be flexible to adapt our communication behaviours according to the situation.

19. Question to think about…
In what ways do you feel that globalization has changed your life? What’s your view on the global/local dialectic?