Introduction/Definition of terms

Context:

Context refers to the environment or setting in which communication takes place. It includes factors that
determine the meaning of a message. These factors include:

 Participants
 Physical setting
 Psychological environment
 Cultural backdrop
 Type of communication
 Social context
 Historical context
 Purpose of communication

Context can also help explain any potential nuances or double meanings that may exist in the words
being used.

Examples of Context in Communication

Social context

Social context:

Social context is the environment in which communication takes place. It includes:

 Physical setting
 Social norms and expectations
 The people you interact with
 Stated rules or unstated norms
 Relationships and networks of support
 Interconnections within communities

Social context can influence how someone reacts to something or perceives something including his or
her speech. For example, you might behave differently at a formal dinner party than you would at a
barbecue with friends and your speech will be different in both cases.
Temporal Context:

• Expectations based on past experiences: For example, if John invites his friends to the coffee
shop, he may expect them to talk about their relationships.
• Information that may impact the interpretation of a study: For example, the date of the study.
• Deriving the state of the world at a particular time: For example, a specific set of assumed
occurrences and a specific queried occurrence.

Cultural Context:

Cultural context is the set of information that exists between people in a given situation. It includes:

Values, Attitudes, Beliefs, Meanings, Customs, Ideas, Language, Norms.

Cultural context influences all interactions between people, including: Communication, Society, Business
interactions

Situational Context:
Situational context is the reason why something is happening, and the appropriate actions and behaviors
associated with the situation. It’s one of the types of context that influence communication.

Situational context includes:

 The reason why something is happening

 The appropriate actions and behaviors associated with the situation
 The environment, time, and place in which the discourse occurs
 The relationship between the participants

Cultural Color: Cultural Color is the adaptation of words and expressions without direct or existing
equivalence in a way that sounds familiar to a targeted cultural. It is an expression of the ways of living,
developed by a community, common value based group and shared cultural norms communities or
individuals. It is commonly expressed by behavioral normality, and acceptance of certain acquired traits
to which it influences their ways of communication and understanding when it comes to language.

For example, The English language has evolved from different parts of the world and each have norms
which are being used in the language with regards to their cultural norms.

In UK the word Trousers has been adopted as pants in America. And some certain expressions that are
considered normal in America, aren’t in the UK e.g. Dang it! which is equal to goodness or get it in in the
uk here are a few words in both American and British English that have the same meaning.
Intercultural communication and interpreting

Intercultural communication is a discipline that studies communication across different cultures and
social groups, or how culture affects communication. It describes the wide range of communication
processes and problems that naturally appear within an organization or social context made up of
individuals from different religious, social, ethnic, and educational backgrounds. In this sense, it seeks to
understand how people from different countries and cultures act, communicate, and perceive the world
around them. Intercultural communication focuses on the recognition and respect of those with cultural
differences. The goal is mutual adaptation between two or more distinct cultures which leads to
biculturalism/multiculturalism rather than complete assimilation. It promotes the development of
cultural sensitivity and allows for empathic understanding across different cultures.

Importance of Intercultural communication

1) To know how to attenuate certain expressions depending on the audience

2) To adapt colloquial language to formal language to avoid misunderstandings

3) Master synonyms to mask words in order to avoid being seen rude.

Characteristics of Culture

Culture encompasses various characteristics that define a particular group of people or society. Here are
some fundamental characteristics of culture:

1. Shared Beliefs and Values: Culture is shaped by shared beliefs, values, and norms that guide the
behavior and attitudes of individuals within a community. These beliefs and values are passed
down from generation to generation and significantly influence the way people interact and
perceive the world
2. Language and Communication: Language is an essential component of culture, enabling
communication and expression of ideas, thoughts, and emotions. Different cultures may have
distinct languages or dialects, which reflect their unique identity and worldview.
3. Customs and Traditions: Culture is often reflected in the customs and traditions observed by a
community. These can include rituals, ceremonies, celebrations, greetings, dress codes, and
social etiquettes that are collectively followed and valued.
4. Social Structure and Organization: Culture shapes the social structure and organization within a
society, including family structures, kinship systems, social hierarchies, and gender roles. These
structures provide a framework for social interactions and relationships.
5. Art, Literature, and Expressions: Culture finds expression through various art forms, literature,
music, dance, architecture, and other creative outlets. These artistic expressions are influenced
by cultural values, experiences, and aesthetic preferences, acting as a means of preserving and
communicating cultural heritage.
6. Morality and Ethics: Culture often defines the moral and ethical frameworks that guide behavior
and shape the understanding of right and wrong within a society. It includes principles, rules,
and ethical codes that govern interpersonal relationships, justice systems, and decision-making
processes.
7. Material and Non-Material Elements: Culture encompasses both material and non-material
elements. Material elements refer to tangible aspects such as tools, artifacts, clothing, food, and
 technology. Non-material elements encompass abstract aspects like beliefs, values, attitudes,
and symbols.
8. Cultural Transmission: Culture is transmitted from one generation to the next through
socialization, education, and immersion in the cultural practices of a community. This ensures
the preservation and continuity of cultural knowledge and practices.

It’s important to note that cultures can differ significantly across regions, countries, and ethnic
groups, and there is often diversity and subcultures within a single society. As such, the
characteristics of culture are dynamic, evolving, and shaped by interactions, migrations, and
historical developments

How we communicate across cultures

1. Respect and appreciate cultural differences: Recognize that different cultures have unique
customs, values, and ways of communication. Approach them with an open mind and a
willingness to learn and understand.
2. Be aware of your own cultural biases: Recognize that your own cultural background influences
your perceptions and interpretations. Avoid making assumptions or generalizations about other
cultures based on your own experiences.
3. Learn about the other culture’s customs, values, and communication styles: Research and
educate yourself about the cultural practices, traditions, and communication norms of the other
culture. This will help you understand their perspectives and adapt your communication
accordingly
4. Use simple and clear language, avoiding slang or jargon: Use plain language that is easily
understood by people from different cultural backgrounds. Avoid using idioms, slang, or
technical terms that may not be familiar to others.
5. Listen actively and show empathy: Be attentive when others are speaking, focusing on
understanding their message rather than formulating your response. Show empathy by trying to
understand their emotions, concerns, and perspectives.
6. Adapt your communication style to match cultural norms: Be flexible in adjusting your
communication approach to align with the cultural norms of the other person. This includes
factors such as directness, formality, use of gestures, or personal space.
7. Be patient and open-minded: Recognize that there may be differences in the pace of
communication or decision-making across cultures. Be patient and avoid rushing or imposing
your own sense of urgency.
8. Use visuals or demonstrations when language barriers exist: If language becomes a barrier,
utilize visual aids, diagrams, or demonstrations to enhance understanding. Non-verbal cues can
also play a significant role in conveying meaning.
9. Seek feedback and clarification: Encourage open dialogue and ask for feedback to ensure mutual
understanding. If something is unclear or ambiguous, don’t hesitate to seek clarification from
the other person.
10. Build relationships and trust through respectful communication: Cultivate positive relationships
by treating others with respect, showing genuine interest, and being reliable. Trust is essential
for effective cross-cultural communication.
Challenges faced by interpreters when dealing with context and cultural color

Even when we interact using a common language, there are still misunderstandings that arise as a result
of cultural differences. Interpreters therefore face a certain number of challenges during interpreting, as
shown below.

1. Lack of cultural knowledge:

Words can take on new meanings and certain expressions can be meaningless in different
social and cultural contexts. Expressions like idioms, jokes, proverbs, for example, are
difficult to reformulate because they are attached to a cultural background that needs to be
explored in both the source and target cultures, and conveyed effectively to the target
audience. As such, interpreters must not only understand the languages involved, but also,
the cultures and societies where they are spoken. They need to be aware of the cultural
norms and values attached to each language.
2. Message interpretation
Interpreters often face the problem of appropriately adapting the message to the target
audience. Interpreters must not only understand the original message, but also how it will
be perceived by the audience receiving the information. They equally have to take into
consideration the cultural differences of the target audience as well as the intentions and
culture of the speaker.
3. The interpreter’s personal beliefs and values:
Interpreters with strong personal beliefs different from those of the speaker, might find it
difficult to impartially interpret the speaker’s words. If the speaker is giving a speech about a
scientific theory that contradicts the interpreter’s religious beliefs, the interpreter might
reformulate the speaker’s words to fit with his own beliefs. For example, if the speaker says
something like ‘Scientists have proven that, a child comes from a mother and a father
following a biological process’. The interpreter might say something like ‘scientists have
proven that, a child comes from a mother and a father following a biological process.
However, this has not been generally accepted because some people believe that a child
comes from God alone’ . So as interpreters, we must ensure that the original message is
conveyed faithfully and according to context in order to avoid misunderstandings.
4. Understanding the original tone:
Meaning is not just conveyed by spoken words, but also by the tone in which it is delivered.
Interpreters are therefore required to effectively understand the speakers tone in order to
meaningfully interpret the message. For instance, the speaker can express approval in one
tone, then suddenly express discontent in a different tone. The speaker might say something
like “ Oh, that’s great, go ahead!” in a positive genuine tone, and later in a sarcastic tone. It is
therefore important for interpreters to properly understand sarcasm and humour when
interpreting. The interpreter should also take note of the context in which the tone is used.

Strategies to handle context and Cultural Color

1. Search the institution: Before reaching out, take the time to understand the culture and
communication style of the institution you are dealing with. This may involve reviewing their website,
reading any communication guidelines they have provided, or even reaching out to current students or
alumni for insights.
2. Tailor your communication: Once you have a better understanding of the institution's culture, tailor
your communication to align with their preferences. This may include using formal language, adhering to
specific formatting or structure guidelines, or adjusting your tone to match their preferred style.

3. Seek guidance if needed: If you are unsure about how to navigate the cultural nuances of the
institution, consider seeking guidance from someone familiar with their communication style. This could
be a mentor, advisor, or even a professional in the field who can provide insights and advice on how to
approach the situation.

4. Be open to feedback: If you receive feedback or guidance on your communication style, be open to
making adjustments. Demonstrating flexibility and a willingness to adapt to the cultural context can help
build rapport and demonstrate respect for the institution's norms.

5. Consider language barriers: If there are language barriers between you and the institution, be mindful
of how you communicate. Use clear and simple language, avoid idioms or slang that may not translate
well, and be patient in ensuring that your message is understood. By taking these strategies into account,
you can effectively navigate the context and culture of the institution you are addressing, ultimately
improving the likelihood of a positive outcome..

Importance of context and cultural color in interpreting

Interpreting according to context and cultural color helps to ensure that the message is communicated
accurately and understood correctly. Without an understanding of context and cultural color, the
meaning of the speaker’s words could be lost or misinterpreted. For example, let’s say the speaker is
talking about a cultural custom in their country, like bowing when you meet someone. If the interpreter
doesn’t understand the importance of bowing in that culture, he might fail to communicate this to the
audience. This could lead to a misunderstanding or even offense.

Another importance of context and cultural color in interpreting is that, they can help to avoid
misunderstandings about humor. Humor is often based on cultural references and jokes might not
translate well to other cultures. An interpreter who understands the cultural context can explain the joke
or rephrase it in a way that the audience can understand. This can help to avoid offense and ensure that
the speaker’s message is understood.

Context and cultural color can also be important in understanding idioms. Idioms are phrases that have a
figurative meaning, which is often very different from the literal meaning. For example, in English, the
idiom “It’s raining cats and dogs” doesn’t actually mean that cats and dogs are falling from the sky.
Understanding the context of an idiom is important for interpreting it correctly.

The understanding of context and cultural color in interpreting is important because it helps the
interpreter to interpret things like titles, forms of adress, and body language. For example, in a country
where the appropriate form of address is Mr. or Mrs., using a first name might be considered rude. But in
another culture, it might be considered disrespectful not to use a first name. An interpreter who doesn’t
understand this might cause a misunderstanding.

In a nutshell, reformulating according to context and cultural color makes it possible for the interpreter
to gain trust and respect from not only the original speaker but also from the audience involved.

Conclusion

The concept of Context and culture is potentially very important to the job of an interpreter or
translation as well as our day to day communication because it helps us understand people better and
convey accurate and appropriate conversation when we come across people of different cultures, beliefs,
understanding, age group, profession and social class. It will also encourage us to keep a clean level of
professionalism when we come across certain instances of communication

References:

i. College success: Amy Baldwin, Lisa August, James Bennett · 2020 ·

ii. Context in communication: A cognitive view Page 4: Gabriella Airenti, Marco Cruciani, Alessio
Plebe · 2017
iii. Understanding context in Cultural : Why does Cultural Color exist: Andrew Hinton · 2014 ·
Preview · More editions
iv. Writing Prompts About Food, Family and Culture: Ciera Crawford, Editor: NPR