LESSON 2: INTERCULTURAL COMMUNICATION • refers to the communication between people

from two different cultures.

intercultural communication
• a symbolic, interpretive, transactional,
• means communication across different contextual process in which people from
cultural boundaries different cultures create shared meanings.
• when two or more people with different examples of intercultural communication
cultural backgrounds interact and
communicate with each other or one another, • A Christian converses with a Muslim.
intercultural communication is said to. have • A woman receives an order from a man.
taken place. • An American and African share their views.
• A Chinese politician's discussion with an
the basic elements of cross-cultural communication
American leader.
• Awareness.
the 6 challenges of intercultural communication
o First, we need to be aware that there
are differences between cultures. ... Six Fundamental Patterns of Cultural Differences
• Preparation
• Language • Different Communication Styles.
• Humor • Different Attitudes Toward Conflict.
• Openness • Different Approaches to Completing Tasks.
• Different Decision-Making Styles.
A study on cultural and intercultural communication • Different Attitudes Toward Disclosure.
came up with three perspectives: • Different Approaches to Knowing.

• the indigenous approach three most critical elements of intercultural

• cultural approach communication competence
• and cross-cultural approach.
1. knowledge
Six key barriers for cross-cultural communications
• refers to the understanding of language and
1- Ethnocentrism. We all have a natural tendency to the customs of a culture
look at other cultures through our own lenses
2- Stereotyping 2. Skills
3- Psychological barriers
• describes both fundamental communication
4- Language barriers
skills and the experience of interacting with
5- Geographical distance
people different backgrounds
6- Conflicting values
3. attitudes
What is the purpose and importance of intercultural
communication? •

• It seeks to understand the differences in how One of the most important reasons for studying
people from a variety of cultures act, intercultural communication
communicate, and perceive the world around
them. • the awareness it raises of our own cultural
• Culture has a large impact on how people identity and background.
conduct business; therefore, cultural • The self-awareness imperative helps us to
implications are critical for succeeding in an gain insights into our own culture along with
international context. our intercultural experiences.
• All cultures are ethnocentric by their very
Intercultural communication natures
7 Ways to Improve your Intercultural Communication Edward T. Hall

1. Be aware of your own culture. • Cultural antrhopologist

2. Be curious. • Ph.D., Columbia university
3. Experience different cultures regularly. • Best known for his work in intercultural
4. Listen and observe. relation and communication
5. Learn to 'read' body language and understand • One of the founders of intercultural
non-verbal cues. communication study
6. Be aware of cultural differences and individual
cultures. Hall’s Framework
7. Simplicity is key
Low-context culture (High individualism)
Culture Understanding
• Explicit manner
• To understand people behaviour • Focused on requirements
• To prevent the misunderstanding • Avoid merging of issues
• To respect the differences between cultures • Precise
• To communicate the right message to right • Punctuality
people
High-context culture (collectivism)
LeBaron, 2003
• Implicit manner
“Communication is the vehicle by which meaning are • High commitment to long term relationship
conveyed, identity is composed and reinforced, and • Merge
feelings are expressed. As we communicate using • Not kept separate
different cultural habits and meaning systems, both • Relaxed about time
conflict and harmony are possible outcomes of any
interaction” Hall’s Theory

Intercultural communication High-Context

• refers to the communication between people • Convert messages

from two different cultures. • Internalized messages
• a symbolic, interpretive, transactional, • Extensive non-verbal codes
contextual process in which people from • Reaction reserved
different cultures create shared meanings. • Distinct In and Out groups
• people of one culture try to know the • Strong interpersonal bonds
information conveyed to them by other • High commitment
cultures. • Open time
• For example, in a hotel establishment, the
Low-Context
hoteliers assess their customers'
requirements, tastes, and provide services • Overt messages
accordingly. The customers also inform the • Plainly coded messages
hoteliers of their needs. • Details verbalized
• seeks to understand the differences in how • Reaction on surface
people from a variety of cultures act, • Flexible in and out groups
communicate, and perceive the world around • Weak interpersonal bonds
them. • Low commitment
• Culture has a large impact on how people • Closed time
conduct business; therefore, cultural
implications are critical for succeeding in an
international.
 Body language and silent language

Body language

• A form of non-verbal communication, which

consist of body posture, gestures, facial
expressions and eyes movement
• May provide clues to the attitude or state of
mind of a person

Silent or indirect communication

• doesn’t always show disinterest, but could be

a sign for respect

Cultural differences and marketing approaches

High-context culture

• Indirect and transformational advertising

messages creating emotions through pictures
and entertainment

Low-context culture

• Direct and rational advertising messages

providing product information

High-context advertisement example

High-context communication

• Ambiguous message with very little

information about the product

Advertistment for Kepie half

50% less cholesterol Mayonnaise
Direct vs Indirect communication Low-Context advertisement example
Direct communication Low-context communication
• Is when the meaning of the message is • Informative, data-oriented with direct
communicated mainly via words message
Indirect communication Advertistment for California Milk
• when meaning is not only in the words, but Processor Board
mainly in the surrounding context of a Culture related design criteria
conversation.
• In other words, somebody who is indirect will • Layout: written text -> information/rational
leave it up to the listener to fill in the blanks (low-context communication)
and make out the meaning by ocrrectly • Layout: visual picture ->
reading the contextual clues (non-verbal entertainment/emotional (high-context
communication, status and/or age of people communication)
involve in the conversation etc.)