Communicating Across

Cultural Barriers

There isno more noble

calling than to help the
people of the world live
together in peace and
understanding with a fully
developed spirit of inquiry
about other cultures and
their ways.
-L. Robert Kohls (1994)

What is Communication?
Communication is a process by which
two individuals try to exchange a set of
ideas, feelings, symbolsmeanings.
Pierre Casse Teaching for the Cross-Cultural Mind

Components of
Communication
Language elements
Verbal
Non-verbal

External elements
Cultural norms, relationships, context

Internal elements
Purpose, attitude

The reasonable person adapts himself to the

world, while the unreasonable one persists
in trying to adapt the world to himself

What is a culture?
Culture is the "lens" through which you
view the world.
It is central to what you see,
How you make sense of what you see,
How you express yourself.

Four Fundamental Patterns of Cultural

Difference
What is different?
1. Communication Styles
2.

Attitudes toward conflicts

3.

Decision making style

4.

Approaches to knowing/learning

Cross Culture Communication

Intercultural Communication is the
process of sending and receiving
messages between people whose
cultural background could lead them
to interpret vverbal and non-verbal
signs differently.

Why Cross Culture

Communication is important ?
Globalization: Cross border movement of people, goods
and data brings more and more cultures into contact with
one another and increases the potential of cross culture
communication.
Business Opportunities
Job Opportunities
Improves the contribution of employees in a
diverse workforce
Sharing of views and ideas
Talent improvisation
An understanding of diverse market

Geert Hofstede: analysis

1
Power Distance Index (PDI) focuses on the degree of
equality, or inequality, between people in the country's
society. A High Power Distance ranking indicates that
inequalities of power and wealth have been allowed to
grow within the society. These societies are more likely
to follow a caste system that traditionally discouraged
significant upward mobility of its citizens.
A Low Power Distance ranking indicates the society
de-emphasizes the differences between citizen's power
and wealth. In these societies equality and opportunity
for everyone is stressed

Geert Hofstede: analysis

2
Individualism (IDV) focuses on the degree the society
reinforces individual or collective, achievement and
interpersonal relationships. A High Individualism
ranking indicates that individuality and individual
rights are paramount within the society. Individuals in
these societies may tend to form a larger number of
looser relationships.
A Low Individualism ranking typifies societies of a
more collectivist nature with close ties between
individuals. These cultures reinforce extended families
and collectives where everyone takes responsibility for
fellow members of their group.

Geert Hofstede: analysis

3
Masculinity (MAS) focuses on the degree the society
reinforces, or does not reinforce, the traditional
masculine work role model of male achievement,
control, and power. A High Masculinity ranking
indicates the country experiences a high degree of
gender differentiation. In these cultures, males
dominate a significant portion of the society and power
structure, with females being controlled by male
domination. A Low Masculinity ranking indicates the
country has a low level of differentiation and
discrimination between genders. In these cultures,
females are treated equally to males in all aspects of the
society.

Geert Hofstede: analysis

4
Uncertainty Avoidance Index (UAI) focuses on the
level of tolerance for uncertainty and ambiguity within
the society - i.e. unstructured situations. A High
Uncertainty Avoidance ranking indicates the country
has a low tolerance for uncertainty and ambiguity. This
creates a rule-oriented society that institutes laws, rules,
regulations, and controls in order to reduce the amount
of uncertainty. A Low Uncertainty Avoidance ranking
indicates the country has less concern about ambiguity
and uncertainty and has more tolerance for a variety of
opinions. This is reflected in a society that is less ruleoriented, more readily accepts change, and takes more
and greater risks.

Geert Hofstede: analysis

5
Long-Term Orientation (LTO) focuses on the degree the
society embraces, or does not embrace, long-term devotion
to traditional values. High Long-Term Orientation
ranking indicates the country prescribes to the values of
long-term commitments and respect for tradition. This is
thought to support a strong work ethic where long-term
rewards are expected as a result of today's hard work.
However, business may take longer to develop in this
society, particularly for an "outsider". A Low Long-Term
Orientation ranking indicates the country does not
reinforce the concept of traditional orientation.Hence,
change can occur more rapidly as long-term traditions and
commitments do not become impediments to change.

Edward T. Hall's
Model

High-context cultures
Long-lasting
relationships
Exploiting context
Spoken agreements
Insiders and outsiders
clearly distinguished
Cultural patterns
ingrained, slow change

Low-context cultures
Shorter relationships
Less dependent on
context
Written agreements
Insiders and outsiders
less clearly
distinguished
Cultural patterns change
faster

Cultural Classification--Hall
Low-Context Cultures - What Is Said Is More
Important Than How or Where It Is Said
U.S.
Germany

High-Context cultures - What Is Said and How or

Where It is Said Are Significant
Asia
Latin America
Middle East

High Context and Low Context Cultures

High Context Culture:Cultures that rely heavily on
non-verbal and subtle
situational cues in
communication.
Low Context Culture:Cultures that rely heavily on
words to convey meaning in
communication.

Low-context in
business
Business
before
friendship
Credibility
through
expertise &
performance

High-context in
business
No business without
friendship
Credibility through
relationships
Agreements founded on trust
Negotiations slow & ritualistic

High and Low Context

Cultures
Factors /
High

Dimensions

Context

Low
Context

Lawyers

Less important

Very important

A persons word

Is his or her bond

Get it in writing

Responsibility for
organizational error

Taken by
top level

Pushed to
lowest level

Negotiations

Lengthy

Proceed quickly

Examples:

Japan
Middle East

U.S.A.
Northern Europe

Basil Bernstein
(1971)
Bernstein was
interested in social
class and the ways in
which the class
system creates
different types of
language and is
maintained by
language.

Language codes
Elaborated codes
provide a wide range
of different ways to
say something.
These allow speakers
to make their ideas
and intentions
explicit.
Restricted codes have

Codes and Social

Class
Bernstein says
members of the
middle class use both
types of code
systems, whereas
members of the
working class are less
likely to use
elaborated codes.

Frederick Williams:
In dealingPoverty
with the language
of the poverty child, are we
Cycle

dealing with language which is deficient or with language that

is different?
As the war on poverty has continued in the U.S., it has become
highly evident that the boundaries of poverty are often
subcultural ones.
Individuals in a poverty group can be identified by their
common socioeconomic problems, and these in turn are
typically associated with an equally common range of
sociocultural features - ways of life, education, attitudes,
desires, and above all, language and the ways of using it.
Much of the attention given to sociocultural aspects of poverty
can be seen in the kinds of cause and cures for poverty which
are often linked as part of an overall poverty cycle.

Eye Contact

In some cultures, looking people in the eye is assumed to indicate

honesty and straightforwardness; in others it is seen as
challenging and rude.

Cont

In USA, the cheapest,

most effective way to connect
with people is to look them into
the eye.

Most people in Arab culture

share a great deal of eye
contact and may regard too
little as disrespectful.

In English culture, a certain

amount of eye contact is
required, but too much makes
many people uncomfortable.

In South Asian and many

other cultures direct eye
contact is generally regarded as

Gesture:
A motion of the hands, head or body to emphasize an idea or emotion.

USA=OK

RUSSIA=ZERO

JAPAN=MONEY

BRAZIL=INSULT

How can the same Gestures be treated differently in different

cultures

Blocks to Cultural Communication

1. Ethnocentrism : Inability to accept another culture's world
view;
"my way is the best."
2. Discrimination : Differential treatment of an individual due to
minority status; actual and perceived;
e.g., "we just aren't equipped to .Serve people like that."
3. Stereotyping : Generalizing about a person while ignoring
presence of individual difference;
e.g., "she's like that because she's Asian all Asians are nonverbal."

Cont
4.Cultural Blindness: Differences are ignored and one proceeds as
though differences did not exist; e.g., "there's no need to worry
about a
person's culture
5.Cultural Imposition: Belief that everyone should conform to the
majority; e.g., "we know what's best for you, if you don't like it
you can
go elsewhere."
6.Tone Difference : Formal tone change becomes embarrassing and
off-putting in some cultures.

Improving Cross Culture Communication

TEN Pre-cautions in Cultural

Communication
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

Slow Down
Separate Questions
Avoid Negative Questions
Take Turns
Write it down
Be Supportive
Check Meanings
Avoid Slangs
Watch the humor
Maintain Etiquette

Communicating Across Cultural

Barriers
Definitions
What is Culture?
What are cultural barriers to successful
communication?

What is Culture?
Culture is that which distinguishes one group
from another Jan Hofstede
Surface culture vs deep culture

Iceberg of Culture

Surface culture
(tangible)
_______________
_______________
_______

Deep Culture
Values
Attitudes &
Belief systems

Misunderstanding cultural
sensitivities

Getting it wrong!
There are several examples of companies getting
tangled up with bad translations of products due to the
word mist. We had Irish Mist (an alcoholic drink) and
Silver Mist (Rolls Royce car) flopped as mist in
German means dung/manure. RR later changed the
name to Silver Shadow!
At the African port of Stevadores the internationally
recognized symbol for fragile and presumed to be a
box of broken glass. Rather than waste space they threw
all the boxes into the sea!

3 Cultural Value
Dimensions

Identity
Collectivism
Individualism
Hierarchy
Large power distance Small power distance
Gender
Femininity
Masculinity

Misinterpreting Behavior
A listener who is
culturally more

may misinterpret the

others behavior as

Collectivist
Individualist
Large Power distance

Insulting, stressed, rude

Small Power distance

Bossy, rigid (high-status)

Cowardly (low-status)

Feminine

Aggressive (men); Playing

baby doll (women)

Masculine

Weak (men);
Unfeminine (women)

Dishonest, corrupt
Disrespectful, improper

Awareness of Cultural
Values
Form small groups or pairs
Read the scenarios on the yellow handout
Identify words & phrases that indicate
cultural differences in the scenario
Activity from Hofestede, Pederson & Hofestede (Exploring Culture, 2002)

What are the barriers?

Language
Non-verbal communication
Beliefs/Values/attitudes
Misinterpretations & stereotypes
Stress of intercultural interactions
Hofestede, Pederson & Hofestede (Exploring Culture, 2002)

Which of these do you think would be

easiest to address/adjust?

Some simple strategies

Language
Always ask for clarification

Non-verbal communication
Dont take it personally

Attitudes/Beliefs/Values
Educate yourself

More simple strategies

Stereotypes/misinterpretations
Recognize that you cannot change the culture
or yourself overnight
Try not to judge others by your own cultural
values

Stress
Accept some ambiguity
Be patient and forgiving

7 Pieces of Practical Advice

1.
2.
3.
4.
5.
6.

Dont assume sameness.

Normal behavior is not universal.
yes can mean many things.
Dont assume you were understood.
Dont assume that you understand.
You dont have to like different behavior, but
try to understand where it comes from.
7. Most people do behave rationally; you just have
to discover the rationale.

References
CultureGrams, World Edition (2004) Lindon, UT: Axiom Press. (available
at www.culturegrams.com).
Fantini, E., Ed. (1997) New Ways in Teaching Culture: TESOL Series II
Innoavative Classroom Techniques. Alexandria, VA: TESOL.
Flaitz, J., Ed. (2003) Understanding your International Students: An
Educational, Cutltural, and Linguistic Guide. Ann Arbor: University of
Michigan Press.
Hofstede, G. J., Pederson, P. B., & Hofstede, G. (2002) Exploring Culture:
Exercises, Stories and Synthetic Cultures. Yarmouth, ME: Intercultural Press.
Kohls, L. R., and Knight, J. M. (1994) Developing Intercultural
Awareness: A Cross-Cultural Training Handbook (2nd ed). Yarmouth, ME:
Intercultural Press
Lewis, R. D. (1999) Cross Cultural Communication: A Visual Approach.
Riverside, Warnford Hampshire, UK: Transcreen Publications.
Storti, C. (1994) Cross-Cultural Dialogs. Yarmouth, ME: Intercultural
Press.

There isno more noble

calling than to help the
people of the world live
together in peace and
understanding with a
fully developed spirit of
inquiry about other
cultures and their ways.
-L. Robert Kohls (1994)