3.1

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

CHAPTER 3Communicating Interculturally

3.2

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Chapter 3 Objectives

Discuss trends that have made intercultural business communications so important.

Discuss culture and subculture and culture’s four basic characteristics.

Delineate the differences between high-context and low context cultures.

Recognize cultural differences. Discuss ethnocentrism and

stereotyping.

3.3

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Chapter 3 Objectives

Discuss three ways to improve communication with people who speak English as a second language; then discuss three ways to improve communication with people who do not speak your language at all.

Explain why studying other cultures helps you communicate more effectively.

Illustrate how word choice affects communication among people from other cultures.

continued

3.4

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Intercultural Communication

The process of sending and receiving messages between people whose cultural backgrounds lead them to interpret verbal and nonverbal signs differently.

Two trends contribute to the importance of intercultural communication: Market globalization Cultural diversity

3.5

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Market Globalization

Market globalization is the increasing tendency of the world to act as one market: Domestic markets are opening to

worldwide competition Technology brings people closer

through travel and communication Increasing numbers of people work

in multicultural settings

3.6

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Cultural Diversity

Encompasses differences in race, gender, age, culture, family structure, religion, physical ability, and educational background

Affects how business messages are conceived, planned, sent, received, and interpreted

3.7

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Improving Intercultural Sensitivity

Culture is a shared system of symbols, beliefs, attitudes, values, expectations, and behaviors.

Subcultures are distinct groups that exist within a major culture.

Examples of subcultures in the United States Mexican Americans Mormons Wrestling fans Russian immigrants Disabled persons Harvard graduates

3.8

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

A Few Basic Concepts About Culture

Culture is learned.

Cultures vary in stability.

Cultures vary in complexity.

Cultures vary in tolerance.

Misunderstandings arise when senders encode messages based on the assumptions of their own culture and then receivers decode those messages based on the assumptions of their own, separate culture.

3.9

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Cultural Differences

Cultural Context: is the pattern of physical cues, environmental stimuli, and implicit understandings that convey meaning between members of the same culture

High-context culture: majority of the message is communicated indirectly (nonverbally)

Low-content culture: majority of message is communicated directly (words)

3.10

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

High Context Cultures

High-context cultures (Japanese, Chinese, Arab, Greek, Mexican, Spanish) tend to rely less on verbal communication and more on the context of nonverbal actions and environmental setting to convey meaning.

High context cultures Put less emphasis on the written word Consider personal pledges more important

than contracts View the law with flexibility

3.11

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Low Context Cultures

Low-context cultures (German, Scandinavian, North American, English, French) tend to rely more on verbal communication and less on circumstances and cues to convey meaning.

Low-context cultures Value the written word Consider written agreements binding View the law strictly

3.12

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Creating Ethical Messages

When communicating across cultures, apply these four basic principles:

Seek mutual ground to allow clearest possible exchange of information.

Seek mutual ground to allow clearest possible exchange of information.

Send and receive messages without judgment.

Send and receive messages without judgment.

Send messages that are honest.Send messages that are honest.

Show respect for cultural differences.Show respect for cultural differences.

3.13

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Recognizing Cultural Differences

Negotiating stylesDecision-making processProblem-solving techniquesEthicsStatusMannersTimePersonal spaceBody language

3.14

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Overcoming Ethnocentrism

Ethnocentrism is the belief that one’s own cultural background is superior to that of others.

Stereotyping is predicting behavior based on particular groups or classes.

To overcome ethnocentrism, Acknowledge distinctions Avoid assumptions Avoid judgments

3.15

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Improving Communication Across Cultures

To communicate more effectively with people from other cultures, you need to Overcome language barriers Study other cultures Develop effective written skills Develop effective oral skills

Language barriers exist because Your culture and subculture dictate the

words you choose to use Words can be interpreted in more than one

way

3.16

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Unfortunate Translations in International

MarketingDairy Association “Got Milk?” “Are you lactating?”

(Mexico)

Chevrolet - car Nova “No va” = “doesn’t go” (Latin America)

Coors Beer “Turn It Loose” “Suffer from diarrhea” (Latin America)

Pepsi Cola “Come Alive with Pepsi ”

“Pepsi brings your ancestors back from the grave” (China)

Clairol – curling iron

“Mist Stick” Sounds like slang for manure (Germany)

Company/product English Translation

Secured from the Internet

3.17

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Overcoming Language Barriers

Breaking Through ESL Barriers

Avoid using slang and idioms.

Pay attention to local accents and pronunciation.

Be aware of vocal variations.

Breaking Through ESL Barriers

Avoid using slang and idioms.

Pay attention to local accents and pronunciation.

Be aware of vocal variations.

Breaking Through Foreign Language

Barriers

Learn a foreign language.

Use an intermediary or translator.

Offer language training programs.

Study other cultures.

Breaking Through Foreign Language

Barriers

Learn a foreign language.

Use an intermediary or translator.

Offer language training programs.

Study other cultures.

3.18

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Developing Intercultural Communication Skills

• Be flexible.

• Emphasize some common ground.

• Send clear messages.

• Deal with the individual.

• Know when to be direct.

• Avoid the superficial.

• Evaluate feedback to assess your hypothesis.

• Assume differences.

• Take responsibility.

• Withhold judgment.

• Show respect.

• Empathize.

• Tolerate ambiguity.

• Recognize bias.

• Learn patience and persistence.

3.19

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Writing Effective Messages to

International Audiences

Use plain English.

Be clear.

Avoid slang and idioms.

Be brief.

Use short paragraphs.

Use transitional elements.

3.20

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Improve Your Oral Skills

Try to eliminate noise. Look for feedback. Rephrase sentences when

necessary. Clarify your true intent

with repetition and examples.

Don’t talk down to the other person.

3.21

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Improve Your Oral Skills

Use objective, accurate language.Listen carefully and patiently.Adapt your conversation style to

the other person’s.Clarify what will happen next.

continued

3.22

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

How have market globalization and cultural diversity contributed to the increased importance of intercultural communication?

What is the relationship between culture and subculture?

What are the four basic characteristics of culture?

Let’s Discuss

Test Your Knowledge

3.23

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

How do high-context cultures differ from low-context cultures?

In addition to the contextual differences, what other categories of cultural differences exist?

What four principles apply to ethical intercultural communication?

What is ethnocentrism, and how can it be overcome in communication?

Let’s Discuss

Test Your Knowledge continued

3.24

To accompany Excellence in Business Communication, 5e , Thill and Bovée © 2002 Prentice-Hall

Why is it a good idea to avoid slang and idioms when addressing a multicultural audience?

What are some ways to improve oral skills when communicating with people of other cultures?

What is the purpose of back-translation when preparing a message in another language?

Let’s Discuss

Test Your Knowledge continued