Cross-Cultural Sensitivity

Motto: You cannot shake hands with a

clenched fist. (Indira Gandhi)

Silvia-Emilia Plăcintar
“Babeş-Bolyai” University/ FSEGA / DMLCA

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 Outline
Barriers to intercultural communication

Stages of cultural learning

Developing intercultural sensitivity

Personal traits of cultural sensitivity

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 ‘Who Is Normal’?
It’s all about perception: ‘cultural spectacles’ colour our
view of other cultures!

Solution: change in mindset from an “ethnocentric”

viewpoint to an “ethno-relative” one - a six-stage
process

Ethnocentric► ► ► ► ► ► ► Ethno-relative

Denial ► Defence ► Minimisation ► Acceptance ►

Adaptation ► Integration
(Bennett, 1998)
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 Barriers to intercultural
communication
- Attitude (If they want to do business with me,
then they’ll have to adapt to my culture)

- Perception (culturally determined)

- Stereotypes

- Interpretation

- Culture shock / transition shock/ experience of

foreignness
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 Interpretation: A critical
incident
What is the communication issue here?
‘A Japanese businessman is negotiating
with a Norwegian partner. The Japanese
says that the deal will be difficult. The
Norwegian asks how her company can
help to solve the problems. The Japanese
is puzzled by the question.’
( Gibson, 2010:14)
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 Cultural learning: Match attitudes with
phases and roles of cultural learning
“People are really Ignorance Local expert
all alike.”
“I’m finding some Understanding Bicultural expert
good
combinations.”
“I’m making it Selection Curious sojourner
happen.”
“I know what will Synthesis Tourist
work.”
“I’m studying the Realization Leader
differences.”
“They are different Deftness/Adeptness Integrator
from us.”
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Developing intercultural
sensitivity: Aspects to be mindful of
10. Communication 5. Decision-making
style style
9. Negotiation style 4. Authority

8. Relationships 3. Cultural
responsibility
7. Socializing 2. Effort
6. Time perception 1. HUMILITY

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 Personal Traits of
Intercultural Sensitivity

1. Tolerance of ambiguity
2. Behavioural flexibility
3. Communicative awareness
4. Knowledge discovery
5. Respect for otherness
6. Empathy

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 Conclusions

Reflecting on your feelings and perceptions of

other cultures is important.

Adaptation and intergration is not instant. Expect

a process of cultural adaptation to take place
(Bennett’s six-stage process).

Cultural awareness is a process of personal

development!
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 References
Bennett, M. (1998) Basic Concepts of Intercultural
Communication. London: Nicholas Brealey
International.
Foster, D. ‘Top Ten Tips to Be Mindful of When
Working Across Cultures’. In Mobility, October 2018,
p. 136.
Gibson, R. (2010) Intercultural Business
Communication. Oxford: OUP, pp. 10-17.
Lewis, R.D. (2006) When Cultures Collide. Leading
Across Cultures. Boston, London: Nicholas Brealey
International, pp. 21-24.
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