GE 106 PURPOSIVE COMMUNICATION

Chapter 5: Local and Global Communication

in Multicultural Settings

Overview
Global communication is an interdisciplinary field focusing on global communication, or
the ways that people connect, share, relate and mobilize across geographic, political,
economic, social and cultural divides Local communication on the other hand is the
communication of interacting people sharing a similar environment where intent, belief,
resources, preferences, needs, risks, and a number of other conditions are the same.
This chapter opens an ooportunity of understanding communication in both contexts.

Learning Outcomes
1. Determine culturally – appropriate terms, expressions, and images
2. Adopt cultural awareness and sensitivity in communication of ideas

Indicative Content:
A. A world of diversity
B. The Global Community
C. Cultural Awareness and Sensitivity
D. Gender Sensitivity
E. Political Correctness

A. A world of Diversity
According to Parapak (1995), our world is a world of diversity. The lives of the
people are unrelated to each other. People develop their own way of life, language,
and religion. In effect the world was inhabited by diverse population with their own
identity and cultural uniqueness. nevertheless, the differences be a source of
strengthen and enrichment.

Further, according to him, technology has influenced the dynamic development of

our cultural identities. Language, in effect, communication is the primary player in
the fostering of our cultural identity.

B. The Global Community

This refers to the people or nations of the world considered as being closely
connected by modern telecommunications and as being economically, socially, and
politically interdependent. For example, major offices and some homes linked with
political fiber systems, Global multimedia services, and Satellite transmissions.

by: Prof. Mary Vincentia O. Beldiall

Capiz State University Main Campusll
College of Educationn
25
 GE 106 PURPOSIVE COMMUNICATION

C. Cultural Awareness and Sensitivity

What is cultural awareness?
This is knowing that there are multiple different cultures based on religion, ethnicity,
nationality, and other factors such as subcultural tendencies and outlooks.

What is cultural sensitivity?

According to Sherman (2018), this involves accepting the differences without
insisting that our own culture is better or that everyone should do it our way.

How to be culturally aware and sensitive?

1. View Human differences as positive and a cause for celebration
2. Have a clear sense of one’s ethnic, cultural, and racial identity.
3. Be aware that in order to learn about others, you need to understand and be
prepared to share your own culture.
4. Be aware of your own discomfort when you encounter differences in race, color,
religion, sexual orientation, language, and ethnicity.
5. Be aware of the assumptions that you hold about people of cultures different form
your own.
6. Be aware of your stereotypes as they arise and develop personal strategies for
reducing the harm that they may cause.
7. Be aware of how your cultural perspective influence your judgments about what is
appropriate, normal, or superior behavior, values and communication
8. Accept that in cross-cultural situations there can be uncertainty and that
uncertainty can make your anxious. You can also mean that you did not respond
quickly I needed to get more information.
9. Take any opportunity to put yourself in places where you can learn about
differences and create.
10. Understand you would likely be perceived as a person with power and racial
privilege, Opposite and then you may not be seen as unbiased or as an ally.

D. What is gender sensitivity?

This refers to the aim of understanding and taking account of the societal and cultural
factors involved in gender-based exclusion and discrimination in the most diverse spheres of
public and private life.

What is gender-sensitive language?

This is the realization of gender equality in written and spoken language. - it is attained
when women and men and those who do not conform to the binary gender system are
made visible and addressed in language as persons of equal value, dignity, integrity, and
respect.

Gender-neutral words
1. ancestors, forebears (instead of forefathers)
2. Artificial, manufactured (instead of man-made)
3. Average/ordinary person (instead of common man)
4. Chair, chairperson, coordinator (instead of chairman)
5. Courteous, cultured, modest (instead of ladylike)

by: Prof. Mary Vincentia O. Beldiall

Capiz State University Main Campusll
College of Educationn
26
 GE 106 PURPOSIVE COMMUNICATION

6. First-year student (instead of freshman)

7. Flight attendant (instead of stewardess)
8. Human resources (instead of manpower)
9. legislator, representative (instead of congressman) 15
10. Mail carrier, letter carrier, postal worker (instead of mailman, postman)
11. people, human beings (instead of mankind)
12. person, individual (instead of man)
13. Police officer (instead of policeman)
14. Solidarity (instead of brotherhood)
15. To operate, to cover, to staff (instead of to man)

Ask yourself these questions to avoid gender bias:

1. Have you used man or men or words containing one of them to refer to people who may
be female? If so, consider substituting another word.
2. If you have mentioned someone’s gender, was it necessary to do so? If you identify
someone as a female architect, for example, do you (or would you) refer to someone else as
a male architect?
3. Do you use any occupational stereotypes? Watch for the use of female pronouns for
nurses and male ones for scientists, for example.
4. Do you use language that in any way shows a lack of respect for either sex?
5. Have you used he, him, his, or himself to refer to people who may be female?

E. Political Correctness
What is political correctness?

This is used to describe language, policies, or measures that are intended to avoid offense
or disadvantage to members of particular groups in society.

Some words that may be used for political correctness are as follows:
1. academic dishonesty (instead of cheating)
2. aesthetically challenged (instead of ugly)
3. black (instead of negra)
4. comb-free (instead of bald)
5. differently abled (instead of disabled)
6. drug dependent (instead of drug addict)
7. dysfunctional family (instead of broken home)
8. economically marginalized (instead of poor)
9. elderly, senior (instead of old)
10. ethnically disoriented (instead of dishonest) 21
11. Hearing impaired (instead of deaf)
12. Informal settlers (instead of squatters)
13. Intellectual disability, intellectual development disorder (instead of mental retardation)
14. Intellectually impaired (instead of stupid)
15. Little people (instead of midget)
16. Morally challenged (instead of a crook)
17. Nondiscretionary fragrance (instead of body odor)
18. Outdoor urban (instead of homeless)
19. People of mass (instead of fat) 22
20. Rape survivor (instead of rape victim)
21. sexually dysfunctional (instead of perverted)
22. Socially misaligned (instead of psychopath)
by: Prof. Mary Vincentia O. Beldiall
Capiz State University Main Campusll
College of Educationn
27
 GE 106 PURPOSIVE COMMUNICATION

23. Technologically challenged (instead of computer illiterate)

24. Vertically challenged (instead of short)
25. Visually challenged (instead of blind)

Evaluation 5: The evaluation is sent through a Google link.

by: Prof. Mary Vincentia O. Beldiall

Capiz State University Main Campusll
College of Educationn
28