Title: Cultural Diversity and Communication

Lesson 6: Cultural Differences in Communication

What is culture?
• Culture is an interwoven (mix or blend together) system of customs, morals, traits,
traditions, and values shared by a group of people in a society.
• Culture is the system of knowledge, beliefs, values, customs, behaviors, and
artifacts acquired, shared, and used by its members in everyday life.
• Culture is a set of learned behaviors shared by a group of people through
interaction.
• Culture encompasses religion, food, language, marriage, music, beliefs, clothes,
and how they are being worn, the way a certain group of people sit, the way
everyone greets and accepts visitors, behavior and a million things.
• Culture is derived from the French term, which in turn derives from the Latin word
“colere”, which means to cultivate, nurture or to tend to the earth and grow.

Culture can affect how people communicate in different ways. For example, it may
affect communication styles in aspects such as phrases, words, gestures, and
languages used. Culture can also affect how people deliver information and their
attitudes towards conflict. Culture influences how people collaborate within a team and
their performance. When people with different cultural backgrounds work together,
misunderstandings can arise. When a person understands and appreciates other
people's culture, they are more likely to have successful interpersonal communication.

Cultural Differences in Communication

The Oxford Dictionary defines cultural diversity as “the existence of a variety of
cultural or ethnic groups within a society. Cultural differences that manifest in
communication refer to the variations observed between people engaging in a
conversation due to differences in their values, beliefs, norms, and behaviors.
One can address these differences and communicate effectively by being more
culturally sensitive. Cultural sensitivity refers to the awareness of commonalities and
variations in people's cultures without labeling them as desirable or undesirable. Being
culturally sensitive requires understanding that the similarities and variations in people
impact their behaviors, perceptions, and values. This enables a person to adjust
behaviors to be on par with people from a different culture. Cultural sensitivity is critical
as it helps people break cultural barriers and understand ways in which they can
appreciate people who are different from them. This helps people with different cultural
backgrounds to relate well. Cultural sensitivity helps a person understand how the
receiver may interpret their words. Hence, one can know how to communicate effectively
and avoid words that can cause misunderstandings.

Multicultural Communication
Multicultural communication means different cultures living together without much
interaction in the same place or although people live with others, it does not mean that
they interact. Their cultural differences hinder them from engaging. This type of
communication aims to include everyone, promote tolerance, and help different cultures
get along. It recognizes that having diverse cultures in a community or organization is
valuable.
• Describes a society or environment where diverse cultural groups exist side-by-
side.
• Focuses on the presence and coexistence of multiple cultures.
• Doesn't necessarily imply interaction or exchange between cultures.
• Can sometimes imply a parallel existence with limited engagement.

Cross-cultural Communication
This context deals with the comparison of different cultures. In cross-cultural societies,
one culture is often considered “the norm” and all other cultures are compared or
contrasted to the dominant culture. In cross-cultural communication, differences are
understood and acknowledged and can bring about individual change, but not collective
transformations.
• Refers to the comparison or interaction between two or more distinct cultures.
• Focuses on the study and analysis of cultural differences and similarities.
• Often involves research, observation, and comparison of cultural aspects.
• May not always involve deep understanding or mutual learning.

Intercultural Context / Communication

Intercultural describes communities in which there is a deep understanding and respect
for all cultures. In an intercultural society, no one is left unchanged because everyone
learns from one another and grows together.
 • Describes a dynamic process of interaction and exchange between cultural
groups.
• Emphasizes mutual understanding, respect, and learning from each other's
cultures.
• Aims to build relationships, bridge differences, and foster collaboration.
• Goes beyond mere coexistence to create a space for cultural blending and growth.

Barriers to multicultural and intercultural communication

1. Ethnocentrism – this is a belief of one’s superiority over other cultural group behaviors,
norms, ways of thinking, and being. It carries devotion to the extreme point where one
cannot believe that another culture’s behaviors, norms, ways of thinking, and ways of
being are as good or as worthy as one’s own.
2. Lack of Knowledge and Understanding of Cultures – tend to define that individuals
within cultures should also be the same when cultures are similar. Awareness of cultural
differences is significant in understanding diversity in cultures. Individuals within each
culture may have some similarities as well as dissimilarities.
3. Language Differences – When people speak languages differently and may lead to
misunderstandings.
4. Discrimination – is experienced by showing unfairness and uttering hurtful words that
may hinder someone with a different cultural preference from building a relationship. One
takes to exclude, avoid, or distance oneself from other groups.
5. Stereotyping – an often unfair and untrue belief and oversimplified or distorted views
of another race, another ethnic group, or even another culture.
6. Prejudice–a preconceived judgment or opinion and negative attitude toward a cultural
group base on little or no experience. An unfair feeling of like and dislike for a person or
group because of race, sex, religion, etc. especially when it is not reasonable or logical.
High- and Low-Context Cultures
Context is the most important cultural dimension and is also difficult to define. The
anthropologist Edward T. Hall advanced the idea of the context in culture. He divides
culture into two main groups: High and Low context cultures. He refers to context as the
stimuli, environment, or ambiance surrounding the environment. Depending on how a
culture relies on the three points to communicate their meaning, will place them in either
high or low- or low-context cultures.

High-context Cultures
Cultures considered high-context are regarded for using nonverbal and indirect
forms of communication. People with high-context cultures are Asians, Africans, Arabs,
Central Europeans, and Latin Americans.

Low-context Cultures
A low-context culture relies on explicit (very clear) and specific communication.
Americans, Australians, Western Europeans, and Germans often belong to Low-context
cultures.

Basic Differences Between High and Low Context Cultures

Criteria HIGH-CONTEXT CULTURE LOW CONTEXT CULTURE
1. Relationships build slowly and Relationships begin and end
Association depend on trust. quickly.
Preference to long-term Temporary personal relationships.
relationships.
Values such as honor and respect Personal relationships not
are more important than business; considered that much; ideas and
adjourn power and position. people are assumed as equals.
Values family and group authority. Individualism is valued.
2. Interaction Non-verbal elements such as Non-verbal elements are not
voice, tone, gestures, facial significant.
expression, and eye movement Verbal messages as well as
are significant. exchange of facts, ideas and
opinions are observable.
Indirect communication. Direct and specific
communication.
Fewer words, more on nonverbal High value on words rather than
cues. nonverbal clues.
Words are simple and ambiguous. Structured messages with
technical details.
 3. Space is communal. Space is compartmentalized.
Territoriality Communicators form a closely knit Privacy is important so people
to connect within a territory. stand farther apart.
4. Everything has its own time. Time is a commodity. One’s time is
Temporality Gradual change occurs. one’s own.
Appointments are generally Emphasis on appointments on
considered flexible. time, management of schedules,
and punctuality are given high
preference.
5. Learning Multiple sources of information are One source of information is used.
used.
Thinking proceeds from general to Thinking begins with specific
specific. message to general.
Private networks are used to Information is made accessible
obtain information. readily, shared with others.

Midterm Collaborative Activity

1. Group yourselves into five.
2. The group should create a short vlog (maximum of 10 minutes) about culture.
3. In the vlog, each member should take turns informing, describing, citing examples,
or explaining your topic.
4. Choose any from the following topics:
a. Food b. Clothing or National costume c. Festivals d. Currency
e. Language f. Music g. Traditions h. Anything that encompasses culture
5. You may include in your content a trivia, description, importance, or symbolism of
the chosen topic in its country or place of origin (any place or country).
6. You may also include background music, pictures or video clips, and other visual
aids in your vlog.
(Cite your sources: Clips from... Courtesy of …CTTO…)
7. Each member should have a speaking part in the vlog.
Submission of the Vlog
1. Upload the Google link of the vlog in the document provided by the instructor
(1 group member may upload and create the link).
2. Do not forget to include the group name and names of the members at the end of
the video.
3. Due for uploading is on .

Rubrics for Assessment

1. 25% - Persuasiveness (Makes an interesting discussion of the topic)
2. 25% - Use of Technology (Uses technology as a highly effective tool)
3. 25% - Teamwork (Works as a cohesive unit in creating the vlog)
4. 25% - Organization (creates a well-planned content and structure of the vlog)