The other language

Communicating across cultural differences

Allen Montrasio – PR and Communications consultantallenm@alice.it

Different cultures, different meanings

The need for intercultural communication

Intercultural communication principles

What is intercultural communication?

Two great nations separated by a common language (G.B. Shaw)

Why it is (ever more) relevant

Where does the short-circuit occur?

The causes of misunderstanding

Intercultural communication competence

Is culture a big or small word?

Cultural context

How different are cultures?

Power distance Some scores

Austria 11 Germany 35 US 40 UK 30 Arab countries 80 EU average 45 Italy 45

Individualism Some scores

Germany 67 US 91 UK 85 Guatemala 6 EU average 61 Italy 70

Masculinity Some scores

Germany 66 US 62 UK 61 Netherlands 14 EU average 59 Italy 65

Uncertainty avoidance Some scores

Germany 65 Singapore 8 Denmark 23 US 46 UK 30 EU average 74 Italy 70

Long term orientation

Long term orientation Persistence Observance of status Thrift Sense of honour

Short term orientation Personal stability Protecting your “face” Respect for tradition Reciprocation of favours

How we (Italians) are seen from abroad

Reducing the impact of cultural differences

Cultural difference in an organisation

Power distance Low = higher acceptance of responsibility

High = Discipline

Individualism High = management mobility

Low = Employee commitment

Masculinity High = efficiency, mass production

Low = Personal service, custom building

Uncertainty avoidance

Low = innovation High = Precision

A framework for developing multi-cultural teams

What

How

Strategic business imperativ

es

Specific team

goals and objectives

Critical areas for

action

Understanding differences

• culture• personal

styles

Strategy for managing

diversity in the team

Implication of differences

• strenghts• weaknesses

• Purpose• Objectiv

es• Values• Roles• Processe

s

Potential team

contribution

Managing change in multi-cultural teams

Unfreezing Moving Refreezing

• Communication of issues

• Development of awareness and understanding

• Top leadership commitment and example

• Action learning by solving real business problems in multinational teams

• Review and sharing of learning

• Design team selection process

• Building teamworking processes

• International teamworking at many levels

• Recognition and reward

Cultural differences

Western culture: Good!

France: One

India: All the best

Arabic countries: [# @µ£ò

Western culture: OK!

Korea/Japan: Money

France: Worthless

Greece/Turkey: µ§µ£ò

Other cultural differences

Affectionate or inappropriate? Intimidating or benevolent?

Avoiding misunderstanding

Non verbal communication indicators

Breaking down language barriers

Managing cultural differences You cannot treat everybody the same

regardless of culture without adverse consequences.

Managing cultural differences Different cultures have different ways of

dealing with criticism or divergence of opinion

Rules and precious metals

The golden rule Do unto others what you

would like done to yourself

The platinum rule Do unto others what they

would like done to them

A final consideration

References

C. Boleman, Communicating Across Cultures M. Higgs, Overcoming the problems of cultural differences

to establish success for international management teams G. Hofstede, Cultural dimensions K. Margolies, Communicating Across Cultures C. Williams, Communication across Cultures Wikipedia