Chapter 4

Communicating Across Cultures

Mary Ellen Guffey, Business Communication: Process and Product, 4e Copyright 2003

Increasing Importance of Multicultural Communication

Technological advancements
General global interconnectivity Globalization of markets Multicultural workforce
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 2

Understanding Culture
How is culture like a computer program?
Society, gender, race, age, religion, and other factors control our reactions and behavior.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 3

Characteristics of Culture
1. Culture is learned.
2. Cultures are inherently logical.

3. Culture forms our self-identity and community.

4. Culture combines the visible and the invisible. 5. Culture is dynamic.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 4

Selected Dimensions of Culture

Context
High-context cultures (in Japan, China, and Arab countries) tend to be relational, collectivist, intuitive, and contemplative. Low-context cultures (in North America, Scandinavia, and Germany) tend to be logical, linear, and action-oriented.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 5

Selected Dimensions of Culture

Individualism
High-context cultures prefer group values, duties, and decisions.

Low-context cultures tend to prefer individual initiative, self-assertion, personal achievement.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 6

Selected Dimensions of Culture

Formality
Other cultures may prefer more formality. North Americans place less emphasis on tradition, ceremony, and social rules.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 7

Selected Dimensions of Culture

Communication Style
High-context cultures rely on nonverbal cues and the total picture to communicate. Meanings are embedded at many social levels. Low-context cultures emphasize words, straightforwardness, openness. People tend to be informal, impatient, literal.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 8

Selected Dimensions of Culture

Time Orientation
Time is unlimited and never-ending in some cultures. Relaxed attitude toward time.

Time is precious to North Americans. It correlates with productivity, efficiency, and money.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 9

High-Context and LowContext Cultures

High
Japanese Arab Latin American Spanish English Italian French North American Scandinavian German Swiss

Low
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 10

Improving Communication With Multicultural Audiences

Oral Messages
Learn foreign phrases. Use simple English. Speak slowly and enunciate clearly.

Observe eye messages.

Encourage accurate feedback. Check frequently for comprehension.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 11

Improving Communication With Multicultural Audiences

Oral Messages
Accept blame. Listen without interrupting. Tell speakers if you dont understand. Remember to smile! Follow up in writing.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 12

Improving Communication With Multicultural Audiences

Written Messages
Adapt to local formats. Use short sentences and short paragraphs. Avoid ambiguous expressions. Strive for clarity. Use correct grammar.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 13

Improving Communication With Multicultural Audiences

Written Messages
Cite numbers carefully. Accommodate reader in organization, tone, and style.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 14

Making Ethical Decisions Across Borders

Broaden your view of other cultures. Avoid reflex judgments. Find alternatives. Refuse business if options violate your basic values. Conduct all business openly. Dont rationalize shady decisions. Resist lawful but unethical strategies.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 15

Tips for Capitalizing on Workforce Diversity

Seek training. Understand the value of differences. Dont expect conformity. Create zero tolerance for bias and stereotypes. Learn about your cultural self. Make fewer assumptions. Build on similarities.
Ch. 4, Slide 16

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Proverbs Reflect Culture

What do these proverbs tell us about this culture and its values? U.S. Proverbs
Waste not, want not. He who holds the gold makes the rules. If at first you dont succeed, try, try again. The early bird gets the worm.

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 17

Proverbs Reflect Culture

What do these proverbs tell us about this culture and its values? Chinese Proverbs
A man who waits for a roast duck to fly into his mouth must wait a very, very long time. A man who says it cannot be done should not interrupt a man doing it. Give a man a fish, and he will live a day; give him a net, and he will live a lifetime.
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 18

Proverbs Reflect Culture

Other Proverbs
No one is either rich or poor who has not helped himself to be so. (German) Words do not make flour. (Italian)

Wealth that comes in at the door unjustly, goes out at the windows. (Egyptian)

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 19

Comparing U.S. and Foreign Views

How Many U.S. Persons View Themselves
Informal, friendly, casual Egalitarian Direct, aggressive Efficient Goal- and achievement-oriented Profit-oriented Resourceful, ingenious Individualistic, progressive Dynamic, identify with work Enthusiastic, prefer hard sell Open

How Many Foreigners View U.S. Persons

Undisciplined, too personal Insensitive to status Blunt, rude, oppressive Opportunistic, obsessed with time Promise more than they deliver Materialistic Deals more important than people Self-absorbed Driven Deceptive, fearsome Weak, untrustworthy Ch. 4, Slide 20

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Diversity Demographics Quiz

1. By 2050, what percent of the U.S. population will be made up of Asians, Hispanics, African-Americans, and other nonwhite groups?
a. 47 percent b. 57 percent c. 67 percent d. 77 percent

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 21

Diversity Demographics Quiz

1. By 2050, what percent of the U.S. population will be made up of Asians, Hispanics, African-Americans, and other nonwhite groups?
a. 47 percent b. 57 percent c. 67 percent d. 77 percent

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 22

Diversity Demographics Quiz

2. The most dramatic workforce change since the 1960s is the growing number of _______ in the workforce.
a. Hispanics c. African Americans

b. seniors (65+)

d. women

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Ch. 4, Slide 23

Diversity Demographics Quiz

2. The most dramatic workforce change since the 1960s is the growing number of _______ in the workforce.
a. Hispanics c. African Americans

b. seniors (65+)

d. women

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Ch. 4, Slide 24

Diversity Demographics Quiz

3. Of the 43 million Americans who have disabilities, 20 million are of working age (16 to 64). How many of this group are unemployed?
a. 10 million b. 12 million c. 14 million d. 16 million

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Ch. 4, Slide 25

Diversity Demographics Quiz

3. Of the 43 million Americans who have disabilities, 20 million are of working age (16 to 64). How many of this group are unemployed?
a. 10 million b. 12 million c. 14 million d. 16 million

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Ch. 4, Slide 26

Diversity Demographics Quiz

4. By the year 2050, what percent of the workforce will be 55 years of age or older?
a. 15 percent c. 40 percent

b. 25 percent

d. 50 percent

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Ch. 4, Slide 27

Diversity Demographics Quiz

4. By the year 2050, what percent of the workforce will be 55 years of age or older?
a. 15 percent c. 40 percent

b. 25 percent

d. 50 percent

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Ch. 4, Slide 28

Diversity Demographics Quiz

5. What percent of the total U.S. population speaks a language other than English at home?
a. 4 percent c. 24 percent

b. 14 percent

d. 34 percent

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Ch. 4, Slide 29

Diversity Demographics Quiz

5. What percent of the total U.S. population speaks a language other than English at home?
a. 4 percent c. 24 percent

b. 14 percent

d. 34 percent

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 30

Diversity Demographics Quiz

6. What are the two most racially and ethnically diverse states in the U.S.?
a. Florida, New York b. Florida, California c. New York, California d. New Mexico, California

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 31

Diversity Demographics Quiz

6. What are the two most racially and ethnically diverse states in the U.S.?
a. Florida, New York b. Florida, California c. New York, California d. New Mexico, California

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 32

Diversity Demographics Quiz

7. What are the two least ethnically and racially diverse states?
a. North, South Dakota b. Wyoming, Nevada c. Maine, Vermont d. Arkansas, Illinois

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 33

Diversity Demographics Quiz

7. What are the two least ethnically and racially diverse states?
a. North, South Dakota b. Wyoming, Nevada c. Maine, Vermont d. Arkansas, Illinois

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 34

Diversity Demographics Quiz

8. What percent of U.S. working-age women are in the labor market?
a. 55 percent c. 75 percent

b. 65 percent

d. 85 percent

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 35

Diversity Demographics Quiz

8. What percent of U.S. working-age women are in the labor market?
a. 55 percent c. 75 percent

b. 65 percent

d. 85 percent

Mary Ellen Guffey, Business Communication: Process and Product, 4e

Ch. 4, Slide 36

End
Mary Ellen Guffey, Business Communication: Process and Product, 4e Ch. 4, Slide 37