Intercultural Communication - Bernd GIBSON

Culture

Most of you will be studying abroad in the next semester. For some of you this will be your first experience of living and studying in a foreign country and adapting to a new culture. Some of you will choose a European country, or even a country whose culture is similar to the French, but some of you will travel as far as Mexico or the US. Studying abroad needs careful preparation: choosing your destination according to your interest, but also to your language skills, getting all the paperwork done in order to get your visa or any other document that may be required, packing your suitcase, saying good-bye to friends and family One part of the preparation is often neglected, however: the awareness of the new culture you will be exposed to during your stay. This is why ICD provides you with training courses in Intercultural Communication and Intercultural Management, in order to minimize the culture shock you may experience, even though it cannot be totally avoided.

Culture Shock
A semester abroad is a relatively short period of time, so some of you will not even feel much of a culture shock. You know that you will be going back soon, and you enjoy your stay as if you were on an extended holiday, and discover everything around you with great interest and curiosity. This phase of discovery in a foreign country is often referred to as the honeymoon phase. Euphoria keeps you motivated and makes you forget all the little difficulties you are facing. For a longer stay abroad, there are usually four stages of culture shock and cultural adaptation:

It is almost impossible to avoid culture shock, but it can be minimized by careful preparation and an openminded attitude and sensitivity, which can be called cultural awareness. Over time, cultural awareness and positive and negative experiences may lead to a high level of cultural fluency, and just like language fluency it cannot be achieved in a short period of time.

Page 1

Intercultural Communication - Bernd GIBSON

Culture

In L. Robert Kohls Survival Kit for Overseas Living, the four stages are described as follows:

1. Initial euphoria Most people begin their new adventure with great expectations and a positive mind-set. If anything, they come with expectations which are too high and attitudes that are too positive toward the host country and toward their own prospective experiences in it. At this point, anything new is intriguing and exciting. But, for the most part, it is the similarities which stand out. This period of euphoria may last from a week or two to a month, but the letdown is inevitable. 2. Irritation and Hostility Gradually, focus turns from the similarities to the differences. And these differences, which suddenly seem to be everywhere, are troubling. Little, insignificant seeming problems are blown way out of proportion. This is the stage generally identified as culture shock, and you may experience any of the symptoms. 3. Gradual Adjustment The crisis is over and you are on your way to recovery. This step may come so gradually that, at first, you will be unaware it is happening. Once you begin to orient yourself and are able to interpret some of the subtle cultural clues and cues which passed by unnoticed earlier, the culture seems more familiar. You become more comfortable in it and feel less isolated from it. Gradually, too, your sense of humor returns and you realize the situation is not hopeless after all. 4. Adaptation or Biculturalism Full recovery will result in an ability to function in two cultures with confidence. You will even find a great many customs, ways of doing and saying things, and personal attitudes which you enjoy indeed, to which you have in some degree acculturatedand which you will definitely miss when you pack up and return home. In fact, you can expect to experience reverse culture shock upon your return to your home country. In some cases, particularly where a person has adjusted exceptionally well to the host country, reverse culture shock may cause greater distress than the original culture shock.

Symptoms of Culture Shock Not everyone will experience a severe case of culture shock, nor see all the symptoms. In more severe cases these symptoms may include: homesickness, loss of the ability to work effectively, sleeplessness or need for excessive amounts of sleep, irritability, boredom, withdrawal, chauvinistic excess, irony or cynicism, stereotyping of or hostility towards host nationals, or even psychosomatic illnesses. Now let us hope that none of you will have to suffer from any of these.

Page 2

Intercultural Communication - Bernd GIBSON

Culture

Causes of Culture Shock Culture shock comes from the initial lack of understanding of the new culture and an inability to fit into it, or in other words to adapt. No matter where you go, your new home will definitely be different from your home country. Very often the initial idea of your host country or the expectations you have for your stay are not the same as the reality you face when you arrive. An American Political Science student from Columbia University, who studied in Britain, put it this way: One of the hardest and most important things about going abroad is not to harp on the fact that your host country is different from America, but to explore and enjoy those cultural differences. Only when I was able to do that did I find myself truly engaging with the amazing opportunities the year gave me. Dealing with Culture Shock Just as there are many different forms of culture shock, every individual has to find their own way of dealing with and eventually overcoming culture shock. Some of these strategies are: Expect to feel culture shock in one way or the other, be ready for it. You will be surprised by the people you meet and their customs. You may even hate some of them or be envious of them. Most of all, you have to accept that maybe for the first time in your life everything around you will be completely different and strange, and that you cannot go back home after a week. Do your research before you leave home. The more you know about your host country, the better prepared you are to confront its culture. Practice and study the local language as much as you can before you leave home. Your English should be operational, but if you go to a non-English-speaking country, you should at least know a few set phrases to communicate with the locals in their own language, even if your classes will be held in English. Allow yourself the time and the permission to make mistakes. Nobody can jump cold into a new culture and fit in immediately. Keep your sense of humor and learn to laugh at your own cultural mistakes. You may very well be the target of jokes, but do not take the laughter you hear from the locals personally. In a way, they are also experiencing culture shock, because you are not doing as everybody else does. Observe local people and always keep your ears and eyes open. There is an old proverb in English: When in Rome, do as the Romans do. This does not mean that you have to imitate everything the locals do. But you can learn an enormous amount of things from observation. Find yourself a friend who can be your cultural mentor or tutor. This person may be a local who is interested in your culture as well and speaks a language in which you can communicate. But he/she may also be one of your compatriots, who has had more experience in this culture and can show you around and introduce you to a few cultural secrets. This may help you to avoid some of the mistakes your mentor has already made before. Mingle as much with local people and do not spend all your spare time with your fellow students from ICD or other French people you meet there. Your cultural experience will be

Page 3

Intercultural Communication - Bernd GIBSON

Culture

very limited, if you spend every night with your French clique, watching the locals in a pub in Dublin over a few pints of Guinness and cracking jokes about them in French. Try to avoid a critical or even cynical view of the locals, especially in the early days. First impressions can be wrong anyway, and you may only misunderstand their intentions. Culturally fluent people understand that there is not only one right way of doing things, but that different cultures tackle problems from different angles. Do not try to be perfect or blend in completely. You will be identified as an alien anyway. But the locals will be pleased to help you and forgive you for your cultural faux-pas, if you show interest and the willingness to learn. Stay positive and have faith in the rewarding outcome of your experience and in the essential good will of your hosts. Discuss the following statements of students talking about their motivation to study abroad and describe their attitudes. Im going to England to improve my English. It will look good on my CV as well and will help me to find a better job after graduation. I want to go to Mexico, because I want to discover a culture that is totally different from my own. Im sure I will like it. Finland was not my first choice. I would have preferred a warmer country. But I found this place in Finland, so now I have to make the most of it. Im really looking forward to going to Dublin. I may miss French food, but I really love Irish beer. And then there are 10 of us from our school going there, so I wont feel lonely. I heard only good things about my destination. I dont think I will experience culture shock. Im studying abroad, because its really important to have some experience in a foreign culture. We live in a globalized world and it is impossible to pretend that our culture is the only one. Im going abroad to find out more about myself and my own culture. When preparing for contact with another culture, some things can be learnt beforehand, while others can only be learnt through direct experience. In the list below, pick out the things you would find useful to know before you visited a country whose national culture you know little about. Attitudes to foreigners Geography Hospitality Meal times Physical distance between people when they speak Political system Public transport Respect for authority Shop opening times Titles: Mr, Dr, etc. and their equivalents Tipping in restaurants Weather

Task 1:

Task 2:

Page 4

Intercultural Communication - Bernd GIBSON

Culture

What is Culture?
Task 3: Discuss the following definitions of culture. Select the one that is closest to your own idea. A large pool of experience composed of learned programs for action and passed on from generation to generation. All you need to know in order to be accepted in a society. The sum of all the beliefs, values and norms shared by a group of people. The way the people in one country speak, eat, drink, feel, think and believe. The way you have been conditioned in a society to think, feel, interpret and react. What you dont learn in school, but from your parents.

Homogenization of Culture A young international sales manager said: I communicate in English. I went to an international business school. I travel around the world. Most of my business partners are like me. What do I care about cultural differences? Globalization and its large-scale distribution of products and services, extensive travelling, modern technologies and the use of the Internet and other media as a global network are leading more and more to a homogenization of cultures. TV shows such as Who wants to be a millionaire?, Star Academy or Big Brother are formats used all over the world. Global brands such as Coca Cola and McDonalds are recognized everywhere. New technology products such as the IPod or IPhone appeal to worldwide communities. The majority of computer users in the world use software or at least the operating system from the same company: Microsoft, and apart from the language, Word looks pretty much the same in French or in English. Most countries have the same pop artists in their charts. Blockbuster movie theatres show the same films all over the world. Business travelers stay at chain hotels such as the Hilton or Hyatt and see very little of the countries they visit but the airport, the hotel and the meeting room. Managers from different countries operating in this way and communicating in English may feel that they all have more or less the same business culture, even though they come from different cultural origins. This phenomenon is often referred to as the Hilton Culture. But do we really share a global culture and will local cultures sooner or later disappear? Critics see globalization merely as Americanization rather than a global exchange of products, services and culture. They promote the variety of cultures and see this trend of homogenization as a threat.

Page 5

Intercultural Communication - Bernd GIBSON

Culture

In her book Consumer Behavior and Culture, Marieke de Mooij argues that THE global consumer does not exist and that cultural differences still prevail: One of the greatest myths of global marketing is of global consumers living in a global village. In a sense, new communication technology has made the world into a global city or village in which we, in theory, can hear and see everything at any time and in any place. And then, even if we do, the core question is whether this makes us similar to each other. () Because we adopt some consumption symbols from people in other parts of the world, such as jeans and trainers, the assumption has been that other aspects of our behavior will likewise change. In particular, international news journals make us believe that a homogenization process is working toward universal (American) values. () Because of the advent of worldwide cable networks, television has become a global medium. Propelling this phenomenon is the global influence of MTV, the rock video channel, and CNN, the worldwide news channel. Heavy viewers of TV will develop similar perceptions of reality because they are exposed to similar stimuli. In reality few people watch international (English language) television programs regularly. ()CNN has had to introduce national language versions. MTV has localized its content across Europe. The degree of exchange of people is limited, and there is no empirical evidence that global media make consumption and consumer behavior converge across countries. The example of Who wants to be a millionaire shows that only the format of the quiz show is globalized. The questions are all in the local language, sometimes even with a strong cultural significance, and the anchor is often a typical product or icon of his own culture (see the example of Jean-Pierre Foucault in France). Besides, global marketing has shown that without any local adaptation, products often fail. Instead of being global, companies in the 21st century try to be glocal, which means global and local at the same time. In his book Cross-Cultural Business Behavior Richard R. Gesteland uses the example of McDonalds to illustrate this strategy: McDonalds is a highly successful global marketer because although they provide customers with a basically identical eating experience wherever the Golden Arches appear, they also pay close attention to local tastes and expectations. Some examples: In 2005 the most popular items at McDonalds Indian restaurants were the McAloo Tikki Burger, a spicy potato-based sandwich, and the Chicken McGrill and McChicken Burger. Indias majority Hindus venerate the cow and would never tolerate beef on the menu. Responding to Japanese tastes, teriyaki burgers often appear on the menu alongside the Big Mac.

Page 6

Intercultural Communication - Bernd GIBSON

Culture

In Moscow, restaurant employees had to be specially trained to smile in the friendly McDonalds way, because Russians do not feel comfortable smiling at strangers. McDonalds first restaurant in Israel, near Tel Aviv, served kosher food. And its Mecca site in Saudi Arabia serves only halal beef, slaughtered according to Islamic law. Over the years European customers have been able to order black currant milk shakes in Poland, veggie burgers in the Netherlands, goat cheese salads in France, and salmon burgers in Norway.

These local variations on a global theme have helped McDonalds become the number one fast food provider just about everywhere. The Philippines is a rare exception. There the local Jollibee chain has relegated the Big Mac to second place. Jollibee caters to Filipino palates with sweet and juicy burgers, sugary spaghetti topped with hot dogs, beef with honey and rice, and mango-based desserts. The U.S. giant is fighting back with localized items such as spicier burgers, rice dishes and the local longa nisa sausage. Task 4: Do you agree or disagree with the following statements? Globalization is a unique opportunity to learn from other cultures. As economies get closer, local cultures fade away. The further the world shrinks, the greater its need for heterogeneity. Homogeneity is a possibility to overcome cultural differences and find global peace.

English or Globish? English is today considered as THE language of international relations in business, science, politics and many other areas. But is it really English that is spoken in international meeting rooms? Nonnative speakers often use a simplified form of English which allows them to communicate in a language that is foreign to both of them. Thus, Italians and Japanese may be able to communicate perfectly well in simple English. The problems start when native speakers come in. The non-natives will find their accents difficult to understand and may not grasp the nuances they express or any of the private jokes or idiomatic expressions they use. The native speakers, however, find the mistakes and accents of the non-native speakers irritating. The idea of standardizing a light version of English is not new, but the French author Jean-Paul Nerrire developed a model he calls Globish (global English), a simplified version of English which allows you to communicate with the most common 1,500 English words. In Globish an expression such as to know the ropes would have to be paraphrased by something that is commonly understood by almost everyone, for instance to know how the company functions. Nerrire used to work for the American company IBM for many years and realized that as a poor speaker of English, he was much more popular among his Asian business partners than his American colleagues whom they did not understand. One of the problems with Globish is of course, that it is very difficult for a native speaker to learn how to simplify his/her own language. Consequently, the British and the Americans would have to be trained in Globish just as much as non-native speakers.

Page 7

Intercultural Communication - Bernd GIBSON

Culture

Another drawback of Globish is the fact that people who learn a language usually prefer to reach a certain level of proficiency, and learn good English, not just a simplified and therefore limited version of it. Globish, just like Esperanto, is also deprived of all cultural aspects of the language, such as common sayings or proverbs, and will not help you much when you go to native countries such as the UK or the USA. Esperanto The idea of an international language that is easy to use and to learn is not new. Esperanto is today the most widely used constructed language in the world, even though it is spoken by a relatively small number of people compared to English or Globish (up to 2 million). The word Esperanto means one who hopes. The language was developed by L.L. Zamenhof in 1887. In his hometown of Bialystok (today part of Poland), there were several ethnic groups who spoke different languages and had different cultures: a Yiddish majority, and Polish, German and Belarusian communities. Zamenhof was frustrated about the fact that these communities did not get on very well with each other and thought that a new, and neutral language would solve the problem. No country has ever adopted this language officially. However, there is a version of Wikipedia in Esperanto and one university in San Marino provides all its education in this language. Critics of Esperanto and other constructed languages say that a language needs a cultural background to survive or to be used by a large group of people. Natural languages such as English, Spanish, Arabic or French have grown and changed over centuries and carry a lot of the culture of the countries in which they are spoken. Learners of German are usually also interested in the history and culture of Germany, Austria and Switzerland. This is not necessarily true for English, or even less for Globish, as it is often seen as a mere communication tool for international contacts. On the other hand, cultural aspects of a language can also form a barrier for people to be willing to learn it. English language skills are often relatively limited in countries of the former Communist block, as it used to be regarded as the language of the imperialistic superpower USA. Similarly, some French or Spanish speakers may feel a certain reluctance to learn English, because their languages could have become the global standard. Language Skills and Culture French students often ask me why the French are doing so badly in learning English, or why so few French people achieve proficiency in this or any other foreign language. My reply is often that the British are not much better, but that everybody else in the world is supposed to speak their language. But what is the reason why some nations seem to learn foreign languages more easily than others? One possible explanation is the educational system. Language skills are best acquired through an interactive, practical and communicative approach, by which learners are encouraged to speak and to experiment with the language, even if they make a lot of mistakes. Efficient communication is

Page 8

Intercultural Communication - Bernd GIBSON

Culture

more important than grammatical accuracy in this approach. The French education system, however, this is still deeply embedded in a more classic, grammar grammar-oriented approach. Another explanation is culture itself, and maybe national pride. Countries with a strong belief in their own culture and a rather ethnocentric attitude (a feeling that their culture is superior to others in centric many ways), may find it more difficult to learn a foreign language efficiently. This may be true for countries like France, Italy, Japan and Spain, which do not have a reputation for t their English language skills. Some French speakers may even hold a certain grudge against English and would prefer French to be the international language, as it used to be in diplomacy and other areas for many years. On the other hand, countries such as The Netherlands or Scandinavian countries have a much more The international (polycentric) orientation. Very few people in the world speak their language, and the best way for them to communicate with the world is in English. Non-verbal communication Christians believe that the existence of different languages and the barriers they create for communication are Gods punishment for the building of the Tower of Babel. But even non non-verbal communication like mime, gestures, sign language and so on shows enormous cul cultural differences. It is interesting to note that the sign language for the disabled is not the same internationally, as it is based on the spoken languages. The following aspects of non-verbal communication can be used to describe personal, but also verbal cultural differences: Oculesics: Oculesics is the study of eye eye-contact in non-verbal communication. In our verbal culture it is considered communicative to keep steady eye contact with our interlocutor, eye-contact especially in situations such as job interviews or sales meetings. If you look away, you may meetings. give the impression of being shy, distracted or even dishonest. In a number of cultures though, this intensive eye contact would be felt as intrusive and even eye-contact aggressive and should be avoided if you want to establish a good relationship with your interlocutor. Proxemics: The term proxemics was coined by anthropologist Eward T. Hall in 1966. It describes the measurable distance between people when they communicate. What is the ideal distance to have a comfortable conversation? If the distance is too high, we may feel isolated and not enough involved, whereas we may feel intimidated by someone who stands to close. Our private comfort space, or privacy bubble varies in size from person to person, but also from cult culture to culture. Kinesics: Kinesics is the interpretation of body language such as gestures and facial expression. Cultural differences in this area may consist in more or less extensive use of hand gestures when we speak, or the willingness to show our emotions or not in our facial expression. It is important to know that certain gestures may mean different

Page 9

Intercultural Communication - Bernd GIBSON

Culture

things in different cultures and by using them in the wrong context we may confuse, irritate or even alienate our interlocutors. Haptics: Haptics refers to the sense of touch. In certain cultures it is absolutely fers taboo to touch your interlocutor while you are having a conversation, whereas others feel inclined to show sympathy, respect or praise by touching each other. Touching may take a variety of forms, from the formal handshake to the informal kiss or hug. Paralinguistics: A Japanese proverb says: Those who know do not speak those who speak do not know. Paralinguistics is a science that studies the amount of what is said and how it is uttered (intonation, sound stresses, pace, etc.). An interesting experiment is to watch a sequence of a movie in a language you do not understand. It is quite amazing how much you understand of the characters, their relations and emotions, the atmosphere, and even the story, just by listening to the even way they speak, or by considering all the other aspects of non verbal communication listed above. non-verbal

The Dangers and Pitfalls of Cross Cross-Cultural Communication

Homogenization and globalization should make communication easier. Especially in the international easier. business world, the use of English as the lingua franca and a certain business jargon that most managers are familiar with facilitates communication enormously. Nevertheless, we still observe examples of Culture Clash every day. very What is a culture clash? It often occurs when people from two different cultures meet probably occurs with the best intentions and involuntary surprise or hurt each others feelings by doing something that is perfectly normal in their culture, but maybe inacceptable in the other. The custom of kissing each other on the cheek is perfectly normal in France, sometimes even in a business context, but may surprise or even shock people from other cultures. This photo illustrates very nicely the possible effects of culture shock. Just think of the message the designers of the street advertisement intended to send and the way it is perceived by the by-standers.

Most people dont commit these cultural faux pas on purpose, they just do not know any bette The faux-pas better. metaphor of the Jumbo Jet illustrates the invisible parts of culture: In a jumbo jet several thousand tons of metal are held up in the sky by air you cant see. In a culture, millions of people are held together by rules you cant see.

Page 10

Intercultural Communication - Bernd GIBSON

Culture

The image of the Culture Iceberg illustrates that some aspects of any particular culture can be clearly seen in any country, company or group of people living or working together. Other aspects are less apparent. According to this model, all components of culture fall into one of the following categories: 1. things which you can see and understand quite easily 2. things which you can see and understand if you try 3. things which take some time to see and understand

As the image of the iceberg shows, it is the invisible part of culture that often causes a culture clash. invisible You should not try to understand all aspects of a foreign culture, though, as it is merely impossible. culture, We do not even completely understand our own culture. Married couples may live together for 40 years or more, but still not know each other perfectly well. How do you want to understand a whole people? Task 5: Take the components of culture from the following list and place them in one of the three categories of the Culture Iceberg above: architecture dress codes and fashion driving habits emotion shown in public family life food, eating habits and table manners gender roles of males and females greetings humor physical gestures religious rites social customs and etiquette taboos treatment of outsiders (foreigners/strangers) iders values and beliefs

Page 11

Intercultural Communication - Bernd GIBSON

Culture

Examples of Culture Clash: Cross-Cultural Dialogues The book Cross-Cultural Dialogues by Craig Storti is a collection of 74 brief encounters that illustrate very well how people can misunderstand each other, even though they speak the same language (in this case English), just because they are from a different culture. Look at the example below: Ms. Anderson (teacher): Abdullah: Ms. Anderson: Abdullah: Ms. Anderson: Abdullah: Hassan was looking at your exam paper. He was? Yes, he copied some of your answers. Perhaps he didnt know the answers. Im sure he didnt. Then its lucky he was sitting next to me.

In our culture (and in Ms. Andersons) we would call this cheating. Abdullah calls it helping his friend. He may not want Hassan to be embarrassed by doing poorly on the test. Avoiding shame especially public embarrassment is a paramount Arab value. Abdullah also wants to be cooperative. In this case, he will help Hassan; in another case, perhaps Hassan will help him. What purpose is to be served by Abdullah keeping everything for himself? For her part, Ms. Anderson sees this test as a chance to find out what Hassan and Abdullah know. If Hassan doesnt know very much about the subject, this test will motivate him to go back and learn, which will only be to his benefit in the future. At some point in his life, Hassan may need this information, and there will be nobody else to help him. The assumption here (one that Hassan would not understand) is that in the end each of us ultimately has only our own self to rely on. Self-reliance is a key American value, but the Arab view would be that you will always have your family or intimate friends (your primary group) to turn to if you needed help. The American saying To stand on your own two feet does not resonate in many cultures. Cross-Cultural Dialogues, Craig Storti Task 6: Now look at the following dialogues and see if you can find explanations for the cultural misunderstanding that is taking place in each of them.

Dialogue 1 Ms Smith: Mrs Kalas: Ms Smith: Mrs Kalas: Do you know Dr. Spetsos? Yes, we know him very well. Ive heard hes an excellent surgeon. Hes a very kind man.

Page 12

Intercultural Communication - Bernd GIBSON

Culture

Dialogue 2 Roberto: Miss Thomas! How nice to see you.

Miss Thomas: How are you, Roberto? Roberto: Fine, fine. Thank you. What can I get for you?

Miss Thomas: Well, to start with Id like half a dozen eggs. Roberto: Yes.

Miss Thomas: And then Id like 500 grams of butter, please. Roberto: Octavio: Roberto : Octavio: Roberto: Yes. Ah, Octavio! Good to see you. Como estas? Bien, gracias. Y tu? Bien. How can I help you ? I need some bananas. Of course, how many? Rosita! Como estas! I havent seen you in a long time. How is that little boy of yours? Hes very well. What can I do for you, Rosita?

Rosita: Roberto:

Miss Thomas: Roberto, I thought you were helping me. Roberto: Dialogue 3 Helga: Tony: Helga: Tony: Helga: Tony: Im glad you could come by. Thanks. Nice place youve got here. Thanks. Lets sit here on the balcony. Can I get you something? Ill take some fruit juice if youve got it. Say, whos that guy in the blue Volkswagen? Thats my neighbor. Really? Ive got a car just like that. You know, Volkswagen doesnt make them anymore. Its really hard to find the parts. I wonder where he gets serviced? Could you introduce me? Sorry, I dont know his name. But I thought you said he was your neighbor. But I am helping you, Miss Thomas.

Helga: Tony:

Page 13