• Ethnocentrism: The belief in the inherent superiority of

PURPOSIVE COMMUNICATION one's own culture or ethnic group.

VERBAL AND NON-VERBAL COMMUNICATION
• Misunderstandings: Can arise when people from
• Verbal communication involves word choice, tone, different cultural backgrounds work together.
stress, and inflections to emphasize points and express
• Cultural Context: Cultural expectations often define the
emotions.
way that messages are communicated.
• Nonverbal communication involves body language, eye
contact, personal space, gestures, and facial STRATEGIES FOR EFFECTIVE INTERCULTURAL
expressions. More than half of receptive COMMUNICATION
communication comes from nonverbal cues.
• Practice cultural sensitivity by increasing understanding
• Nonverbal communication is the transmission of and respect of differences between cultures.
messages through nonverbal platforms such as eye • Understand the differences between high-context and
contact, facial expressions, gestures, posture, use of low-context cultures.
objects, and body language. • Be aware of nonverbal cues and body language
differences.
• Effective nonverbal communication strategies include • Avoid stereotypes and prejudice.
gestures, body movements, and eye contact. • Communicate clearly and directly in low-context
cultures.
• Pay attention to implied meanings and nonverbal cues
in high-context cultures.
CULTURAL CONTEXT IN COMMUNICATION

KEY CONCEPTS
EVALUATING MULTIMODAL TEXT
• Culture: Shared expectations, ideologies, and
productions within a society that impact interpersonal Evaluating multimodal texts—such as advertisements,
communication speeches, and other forms of communication that combine
multiple modes (linguistic, visual, aural, etc.)—requires a
Culture includes beliefs, behaviors, norms, values, structured approach. Here are key techniques to consider:
attitudes, customs, rules, and language that people
share in a particular area or group.

• Intercultural Communication: Communication 1. Identify the Modes Used- Recognize the different
between people of different cultures, backgrounds, or modes present in the text. These can include:
social groups.
➢ Linguistic- The written or spoken language.
• Cultural Sensitivity: Increasing our understanding and ➢ Visual- Images, colors, layout, and design
respect for differences between cultures. elements.
➢ Aural- Sounds, music, and auditory elements.
• High-Context Cultures: Rely on cultural knowledge and ➢ Gestural- Body language and facial
mutual understanding to communicate. Nonverbal expressions.
cues, shared background knowledge, and implications ➢ Spatial- The arrangement of elements within
guide communication. the text.

• Low-Context Cultures: Information is communicated

directly and literally. 2. Analyze the Purpose and Audience: Understand the
intent behind the text.
CHALLENGES IN INTERCULTURAL
Ask:
COMMUNICATION
• Cultural Barriers: Challenges that arise due to ➢ What is the primary goal (to inform, persuade,
differences in cultural backgrounds, including language, entertain)?
ethnocentrism, stereotypes, and prejudice. ➢ Who is the intended audience? How does this
influence the message?
3. Evaluate the Argumentation Techniques: Assess how partner that it is sharing food. The monkey will
arguments are constructed. produce sounds and gestures, but will not be able
to organize the sounds into a meaningful system
➢ Look for emotional appeals versus logical with rules. What the monkey is producing is not a
reasoning. language in the strictest sense of the word. Human
beings on the other hand, are able to communicate
➢ Identify any biases or missing perspectives in the
their desire to share food through several ways that
argument
are understandable to other human beings. They
may utter a word (food!) raise a question (Want
4. Examine Visual and Aural Elements: Consider how
some food?) or give a statement (I'd like to share
images and sounds contribute to meaning: this a food with you).

➢ What emotions do they evoke? When people use language they can understand
➢ How do they enhance or detract from the each other because they belong to the same speech
message? community. They can understand each other
because in their speech community people share
5. Contextual Analysis: Evaluate how context affects the same set of rules in the language
interpretation: system. While growing up people acquire the
languages used by those in the community this is
➢ Consider cultural backgrounds and societal norms the process of language acquisition. The languages
that may influence understanding. acquired while growing up are known as mother
➢ Reflect on how different contexts (e.g., online vs. tongues which may also be referred to as first a
languages. People discover later on the on that
print) alter reception.
other languages are needed for various reasons
these other languages may be referred to as second
languages people learn this languages by studying
LANGUAGE AND COMMUNICAT ION formally in school or informally on their own this is
the process of language learning.

CONSIDER THESE QUEST IONS: What happens if people visit another speech
1. Can animals communicate? community that is different from their
own? Americans and British speak English.
2. Can monkeys produce language? However they spell English words differently they
pronounce words differently. They have different
3. What is the difference between language ways of expressing the same concepts. It can be said
acquisition and language learning? that the Americans and British belong to two
speech communities which do not have the exactly
4. What is the difference between first language and the same set of rules for their languages. This is why
there are differences in their languages.
second language?
What happens if you for example who speaks a
5. What happens after a language comes into contact
mother tongue and English go to work in China
with another? where the residence speak Putonghua (Mandarin)
and a little bit of English? Will you be able to
WHAT IS LANGUAGE? communicate with the Chinese? The answer is yes.
Together with the creation of human life is the creation of a Though it will be a challenge for you and your
wonderful and dynamic human capacity—language. Chinese friends to try understand each other
Animals are said to be able to communicate with each other. eventually, you will be able to communicate as you
Whales sing, wolves howl, dogs bark, and birds chirp. The slowly learn each other's languages. What is
sounds these creatures produce often reflect the state of happening here is called language contact. The
their emotions. While it may be true that animals result of such contact may be a new form of
communicate, only human beings are truly capable of language. It is possible that in your attempt to
producing language. communicate with each other you and your
Chinese friend will produce a new language form
that is understandable to both of you. Your own
languages may also change as you constantly
What exactly is language?
interact and communicate with each other.
- Linguists agree that a language can only be called
Thus language change is the result of language
language if it has a system of
contact.
rules (grammar) a sound system (phonology) and
a vocabulary (lexicon). These are the requirements
Language is indeed a complex human capacity. It is,
for identifying a means of communication as a
therefore, important to aware of its features and
language. A monkey may be able to signal to its
behavior to be able to use language more
 effectively and productively in communicating with
others.
ASPECT CROSS-CULTURAL INTERCULTURAL
COMMUNICATION COMMUNICATION
LOCAL VS GLOBAL COMMUNICATION
Focus Comparison of Interaction and
1. Definition and Scope cultural differences exchange between
cultures
• Local Communication focuses on engaging Nature Analytical and Relational and adaptive
audiences within a specific geographic or cultural observational
area. It often uses local languages, cultural norms, Goal Understanding Buildings relationships
and societal values to ensure relevance and differences to avoid and creating shared
resonance. conflict meaning
Approach Often one culture is Emphasizes equality
• Global Communication involves crafting messages
the reference point and mutual respect
that resonate with diverse audiences across
Example Studying how A multicultural team
different countries and cultures, often leveraging
Americans and collaborating on a
universal themes while balancing cultural
Japanese view project
sensitivity.
nonverbal cues

2. Cultural Adaptation:

• Local strategies prioritize cultural nuances, such as

language, traditions, and consumer behavior, to
build trust and authenticity in the local market.

• Global strategies aim for consistency in brand

messaging but require flexibility to adapt to
cultural differences (e.g., McDonald’s vegetarian
menu in India).

3. Autonomy vs. Centralization:

• Local communication teams often operate with

greater autonomy to address specific regional
needs.

• Global communication typically centralizes strategy

but allows for localized adaptations to avoid
alienating audiences.

4. Challenges:

• Local communication risks losing alignment with

the global brand identity.

• Global communication may fail if it overlooks local

sensitivities or cultural differences, leading to
reputational risks