Chapter 2

Communication in a Globalized World

I have this pet thing about how global communications are moving so fast now, throwing
information at you, making everything available to you, and yet I feel it’s leaving us more and
more isolated.

—Mike Rutherford, English songwriter and musician

Overview
This chapter explains the concepts of communication and globalization. It gives
emphasis on the importance or value of the different cultures of people in the society, as
well as on the importance of respect for individual differences and cultural diversity. In
addition, it features variety of experiences of people that one should respect. Being aware
of such, one can distinguish oneself from others.

Objectives

At the end of this chapter, you should be able to:

1. Define globalization and explain its effects on communication.
2. Compare different concepts related to globalization (e.g., cultures and co-cultures,
ethnocentrism and cultural relativism).
3. Discuss the different groups that influence cultural identity.
4. Appreciate the impact of communication on society and the world.
5. Appreciate the impact of communication in connecting people with different cultural
backgrounds.

Bridging Learning Opportunities

A. Form a group of five members. Together choose one of these groups to describe: Filipinos,
Japanese, Americans, and Chinese. Write down their characteristics and share them in class.
B. Assess your personal preparedness to communicate effectively with people of different
cultures. On the line, write the number of your response.
1 - Agree
2 - Slightly agree
3 - Neither agree nor disagree
4 - Slightly disagree
5 - Disagree
_____ 1. I am aware that no culture is inferior or superior to my own.
_____ 2. I respect the communication rules of cultures other than my own.
 _____ 3. I am knowledgeable of how to behave with persons of different cultures.
_____ 4. I am equally sensitive to the concerns of all groups in our multicultural society.
_____ 5. I express my disagreement with another person of different culture with respect.
_____ 6. I enjoy communicating with persons unlike me as much as with persons like me.
_____ 7. I am aware that people communicate with others according to the rules of their
culture.
_____ 8. I can tell when persons from other cultures do not understand me or are confused
by my action.
_____ 9. I am aware that people of other cultures can express different emotions, including
negative ones.
_____ 10. I can interact socially with people from different walks of life, including those
from minority groups.

Share your answers and experience in class. The more statements that are true for
you, the more prepared you are to communicate with people from different cultures.

C. Read the scenario and answer the guide questions.

When the turmoil in Mindanao, particularly in Marawi City, began, many Christians
and Muslims went to Iligan City so that they would not be involved in the chaos. It was
inevitable that many of them were living in the same place or location that the government
provided as their temporary shelter. You had biases against and stereotypes of Muslims then
because of the negative news about them. In this situation, you had to deal with them.
After sometime, you realized that the news about the Muslims was not true. They knew
how to communicate, mingle, participate, and collaborate with others. Also, they hoped to
have a peaceful society.

Guide Questions
1. What are the usual misconceptions and stereotypes of Muslims and Christians?
2. Why does a conflict exist between Muslims and Christians?
3. How will you tell your fellow Filipinos about the Muslims you know?
2.1 Communication in a Multicultural Setting

Examine and analyze the picture below. What can you observe? Can you say that this is a
typical example of communication and globalization in a multicultural setting? Why and how?

https://medium.com/@carlrohde/intercultural-jokes-96951879f3c3

People currently live in the age of globalization. Globalization is defined as the

increasing economic, political, and cultural integration and interdependence of diverse cultures—
the worldwide integration of humanity (Forey & Lockwood, 2010). In globalization, the
likelihood of jobs and the way of living of people from different parts of the world are possible.
Globalization requires people to pay attention to a related concept called diversity, the
recognition and valuing of difference encompassing such factors as age, gender, race, ethnicity,
ability, religion, education, marital status, sexual orientation, and income. Digital technology has
helped in erasing the notion of territorial boundaries between countries, gradually eroding the
idea of the term nation. People once considered as strangers are now friends and co-workers,
creating the need for people who are multiculturalists or people who respect and engage with
people from distinctly different cultures.

Trivia
Do you know that the Philippines leads the spot of social media usage for three
straight years? According to WeAreSocial’s 2018 report, the country has 67 million
active users who spend almost 4 hours on social media every day. Brazil comes second
followed by Thailand and Indonesia, respectively, while Japan remains at the bottom with
an average of 48 minutes.
Source: Kemp, S. (2018). Digital in 2018: World’s Internet Users Pass the 4 Billion Mark
Retrieved from https://wearesocial.com/blog/2018/01/global-digital-report-2018
 Effective communication and the ability to understand cultural differences are necessary
skills. With that in mind, answer these questions:
1. Are you prepared to communicate in a society that is a nation of minorities?
2. Do you have the understanding and sensitivity to interact in a global community in
which other persons may look, act, and think differently like you do?
3. Are you ready to embrace diversity?
Communicators who fail to realize that people from different cultures may not look,
think, or act as they themselves do may run the risk of being judged as insensitive, ignorant, or
culturally confused (lacking an understanding of cultural difference). The culturally confused
pay a high price; cultural misunderstandings often lead to lost opportunities, such as business
transactions, and increased level of tension between people during meetings and social
gatherings.
Failing to develop insights into cultural nuances and differences can be costly.
Recognizing and responding to differences among cultures allow more meaningful relationships.
At the same time, one needs to be mindful that not everyone from a particular culture exhibits the
same characteristics and communication traits.
While society is becoming more culturally diverse, it is undeniable that people and
institutions could contribute to harsh and undesirable realities of cultural diversity. In a
globalized environment, the ability to communicate effectively is a great challenge. Even the two
parties who use the same language to communicate may still have miscommunication or
misunderstanding because of their different ethnical and cultural backgrounds. Understanding
the impact of globalization in cross-cultural communication is imperative for the organizations
that aim to have a competitive advantage in the global market. Communication across cultural
boundaries is becoming very valuable for the society that is more globally connected.

Skill Builder
Answer the questions below.
1. Why is communicating effectively in a globalized environment considered a great
challenge? Provide examples to support your point.
2. What is the impact of globalization on how people communicate?

2.2 Cultures and Co-Cultures

A culture is the system of knowledge, beliefs, values,

customs, behaviors, and artifacts that are acquired, shared, and used
by its members during daily living. Within a culture, there are co-
With permission from co-author, cultures composed of members of the same general culture who
Magno, JM)
differ in certain ethnic or sociological ways from the parent culture.
African Americans, Hispanic Americans, Japanese Americans, the disabled, gays and lesbians,
cyberpunks, and the elderly are just some of the co-cultures belonging to the same culture (Forey
& Lockwood, 2010).
Co-cultural group members who use the strategy of cultural assimilation attempt to fit
in or join with members of the dominant culture. This may be in a form of not using one’s native
language to be one with the crowd of speakers of the dominant language (e.g., English). In
comparison, members who use the strategy of cultural accommodation attempt to maintain
their cultural identity even while they try to establish relationships with the members of the
dominant culture. For instance, an overseas Filipino worker who has to speak in English in the
US but still speaks Cebuano at home and with fellow Filipinos.
On the other hand, when members of a co-culture resist interacting with members of the
dominant culture, they employ the strategy of resistance or separation. Members of co-cultures
can practice passive, assertive, or confrontational communication approaches in their efforts to
accomplish their objectives relative to the dominant culture.
Many countries have become overpopulated because of immigrants, and nowadays, their
cultures have become influenced by the groups of people who build the nations. This is also part
of the national development. Countries are developing and so is cultural diversity. No matter
what culture people are part of, one thing is for certain: it is subjected to changes. The
anthropologist Cristina De Rossi said, “Culture appears to have become a key in our
interconnected world, which is made up of so many ethnically diverse societies, but also riddled
by conflicts associated with religion, ethnicity, ethical beliefs, and essentially, the elements
which make up culture (Zimmermann, 2017).”

2.3 Intercultural Communication

Whenever cultural variability influences the nature and

the effects of communication, intercultural communication is
at work. It is concerned with the process of interpreting and
sharing meanings with individuals from different cultures. Aside
from the language, intercultural communication gives emphasis
on social attributes, thought patterns, and cultures of different
groups of people. When cultures are diverse, people deal with
others with different values or behavioral norms, so it is Participants during the Cebu
important to know and accept these differences and diversities. If International TESOL Conference,
2011
people want to process different influences of culture and
With permission from co-author,
communicate with each other in a very desirable and meaningful Magno, JM)
way, diversity must be embraced.
Intercultural communication comprises several forms. Among its many variations are
interracial communication, which occurs when interactants are of different races; interethnic
communication, which occurs when the communicating parties have different ethnic origins;
international communication, which occurs between persons representing political structures;
and intercultural communication, which includes all forms of communication among members
of the same racial, ethnic, or other co-cultural groups.
Ethnocentrism, the tendency to see one’s own culture as superior to others’, is a key
characteristic of failed intercultural communication efforts (Forey & Lockwood, 2010). The
ethnocentric persons experience extreme anxiety when they mingle and deal with people from
other cultural backgrounds. On the other hand, cultural relativism is the opposite of
ethnocentrism. One attempts to understand the behavior of other groups based on the context in
which the behavior occurs rather than from own frame of reference (Forey & Lockwood, 2010).

2.4 Cultural Diversity

Cultural diversity is the existence of various cultural or ethnic groups within a society.
Also, it is the term used for discussing the importance of respecting other people’s cultures. It is
said that globalization will have negative effects on different cultures in the world. Aside from
the obvious cultural differences such as language, custom, and tradition, there are significant
variations in organizing the society together with the people’s beliefs in morality and the ways
on how to nurture their environment.

2.5 Reducing the Strangeness of Strangers

There are many instances when people feel the sense of not belonging, of being out of
place or not fitting in; in other words, of being strange. This feeling occurs when a person
interacts with a stranger. More specifically, a person may feel awkward when meeting someone
who has a different culture.
While intercultural communication is unavoidable, it can be
effective and successful for others. The reason of this is clear: not
everyone tries hard to understand or to be understood by the people
from different cultures.
https://creativecommons.org/
For an effective and healthy intercultural communication,
Creative Commons, 2018 people need to conduct themselves in a manner designed to reduce
the strangeness of strangers by acquiring more knowledge on
cultural diversity, by learning to cope with uncertainty, and by developing an appreciation on
how increasing one’s cultural sensitivity positively affects one’s communication competence
(Chase and Shamo, 2013). There is a need to step forward in developing intercultural
communication and lessen any culture-related misunderstandings through acceptance of the
reality that ideally, no culture should be claimed as superior to any other culture.
2.6 Exploring Cultural Dialectics

The variables used to distinguish cultures are the following:

1. Individualism versus collectivism

The cultural dimension of individualism versus collectivism reveals how
people define themselves in their relationship with others. Individualistic cultures,
such as those of Great Britain, the United States, Canada, France, and Germany stress
individual goals, whereas collectivistic cultures represented by many Arab, African,
Asian, and Latin American countries give precedence to group goals.
2. High context versus low context
Cultures vary in communication style. Cultures with high-context
communication systems are tradition-bound; their cultural traditions shape the
behavior and lifestyle of group members, causing them to appear to be overly polite
and indirect in relating to others. In contrast, cultures with low-context
communication systems generally encourage members to exhibit a more direct
communication style.
3. High power distance versus low power distance
Power distance measures the extent to which individuals are willing to accept
power differences. Individuals from high power distance cultures, such as Saudi
Arabia, India, and Malaysia, view power as a fact of life and are apt to stress its
coercive or referent nature. In contrast, individuals from low power distance
cultures, such as Israel, Sweden, and the United States, believe power should be used
only when it is legitimate; thus, they are apt to employ expert or legitimate power.
4. Masculine versus feminine culture
Cultures differ in their attitudes toward gender roles. In highly masculine
cultures, members value male aggressiveness, strength, and material symbols of
success. In highly feminine cultures, members value relationships, tenderness in
members of both sexes, and a high quality of life.

2.7 Identifying the Impact of Stereotypes and Prejudice

Stereotypes are people’s perceived mental images or

representations that they associate with others. These serve as
“shortcuts,” whether positive or negative, that guide one’s dealings
and judgment on others. When used to view people who belong to
different cultures, stereotypes generate unrealistic pictures of them
solely based on their cultural background, preventing one from
distinguishing individuals from their group. Racial profiling, using Creative Commons, 2018
one’s race as grounds for suspecting a person of behaving https://creativecommons.org/
unethically or committing any wrongdoing, is just one example of how stereotyping affects
worldview.
Preconceived opinions that are not based on actual experience of interacting with a
person or a group of people affects intercultural communication adversely. Prejudice can be a
positive prejudgment, but negative implications arise when the opinions are biased and hurtful. It
may also arise when people perceive their own culture as superior to others and feel threatened
by another race.

Skill Builder

Answer the questions below.

1. Why does ethnocentrism result in a failed intercultural communication effort?

2. Reflect on the Philippine culture. Is it individualistic or collectivistic? How do you
describe its communication style? How is power viewed in general? What is its overall
attitude toward gender roles?

Key Ideas
 Culture is the system of knowledge, beliefs, values, customs, behaviors, and artifacts
that are acquired, shared and used by its members during daily living.
 Co-cultures are composed of members of the same general culture, who differ in
some ethnic or sociological way from the parent culture.
 Assimilation is an attempt to fit in or join with members of the dominant culture.
 Accommodation is an attempt to maintain one’s cultural identity while one tries to
establish relationships with members of the dominant culture.
 Resistance or separation is a strategy used when members of a co-culture resist
interacting with members of the dominant culture.
 Members of co-cultures can practice passive, assertive, or confrontational
communication approaches in their efforts to accomplish their objectives relative to
the dominant culture.
 Cultural diversity is the quality of being diverse or varied cultures.
 Intercultural communication is the process of interpreting and sharing meanings with
individuals from different culture.
 Ethnocentrism is the tendency to see your one’s culture as superior to all others.
 Cultural relativism is trying to understand the behavior of other groups on the basis of
the context in which the behavior occurs rather than from your own frame of
reference (Forey and Lockwood, 2010).
 The variables used to distinguish culture are individualism and collectivism; high-
and low-context communication styles; high and low power distances; and masculine
and feminine cultures.
 References

Chase, R., & Shamo, S. (2013). Elements of effective communication. (4th ed.). Washington,
Utah: Plain and Precious Publishing.
Forey, G., & Lockwood, J. (Eds.). (2010). Globalization, communication and the workplace:
talking across the world. London: Continuum International Publishing Group.
Kemp, S. (2018). Digital in 2018: World’s internet users pass the 4 billion mark. WeAreSocial.
Retrieved from https://wearesocial.com/blog/2018/01/global-digital-report-2018
Zimmermann, K. A. (2017, July 12). What is culture? Definition of culture [Web log post].
Retrieved from http://www.livescience.com/21478-what-is-culture-definition-of-
culture.html

Exercises

A. Complete each statement with the right term or concept. Write your answer on the line.

1. ________________________ refers to a cultural relationship that focuses on individual

goals.
2. ________________________ is the tendency to see one’s own culture as superior to
other cultures.
3. ________________________ measures the extent to which individuals are willing to
accept power differences.
4. ________________________ are mental images or pictures we carry around our heads
that guide our reactions to others.
5. ________________________ is the process of interpreting and sharing meanings with
individuals from different cultures.
6. ________________________ describes how we feel about a group of people who, most
likely, we do not know personally.
7. ________________________ is used to explain different human societies or cultures in
specific regions or in the world in general.
8. ________________________ is a strategy used to attempt to join or fit in when
interacting with the members of the dominant culture.
9. ________________________ are cultures in which members value relationships,
tenderness in members of both sexes, and a high quality of life.
10. ________________________ is a strategy employed when members of a co-cultural
group resist interacting with members of the dominant culture.
11. ________________________ refers to a culture’s communication system that encourages
members to exhibit a more direct communication style.
12. ________________________ are composed of members of the same general culture that
differ in some ethnic or sociological way from the parent culture.
 13. ________________________ is an attempt to maintain one’s cultural identity even while
trying to establish relationships with members of the dominant culture.
14. ________________________ is the system of knowledge, beliefs, values, customs,
behaviors, and artifacts that are acquired, shared, and used by its members during daily
living.
15. ________________________ is the tendency to understand the behavior of other groups
based on the context in which the behavior occurs rather than from your own frame of
reference.
B. Give brief explanations of the concepts below.

1. Cultures and co-cultures

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

2. Intercultural communication
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

3. Cultural diversity
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

4. Reducing the strangeness of strangers

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________

5. Improving the ability to communicate interculturally

________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
_______________________________________________________________________
C. Read the article “The Impact of Globalization on Communication Skills Development” by
David Ingram online. Go to https://yourbusiness.azcentral.com/impact-globalization-
communication-skills-development-28172.html. Then write down the five most important
ideas of the article. Among the ideas, which one do you agree or disagree strongly? Explain.

Supplementary Learning Resources

Access the websites below to deepen your knowledge and understanding of

globalization and communication.

1. “The Flight from Conversation” by Sherry Turkle

http://nytimes.com/2012/04/22/opinion/sunday/the-flight-from-conversation.html
2. “Pop Culture in the Arab World” by Shereen El Feki
https://www.ted.com.talks/shereen_el_feki_pop_culture_in_the_arab_world
3. “Connected but Alone” by Sherry Turkle
https://www.ted.com/talks/sherry_turkle_alone_together
4. “How Social Media Can Make History” by Clay Shirky
https://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_m
ake_history
5. “Wiring A Web for Global Good” by Gordon Brown
https://www.ted.com/talks/gordon_brown