1. Introduction: The Challenge of Cultural Variety
(Chapter 3, pp )

2. Communication More than language
A culture provides a common basis for understanding
Intercultural communication therefore a challenge
Training is necessary

3. 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

4. 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!”

5. 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

6. 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