Project Report

Cross Cultural Communication

Master of Business Administration

CET SCHOOL OF MANAGEMENT

Submitted by
Anjana jm
Aparna s
Ani sam
Abil das
Athira chandran
Shalin simon
INTRODUCTION
Cross-cultural communication has become strategically important to companies due to the
growth of global business, technology, and the Internet. Understanding cross-cultural
communication is important for any company that has a diverse workforce or plans on
conducting global business. This type of communication involves an understanding of how
people from different cultures speak, communicate, and perceive the world around them.

Cross-cultural communication in an organization deals with understanding different business

customs, beliefs and communication strategies. Language differences, high-context vs. low-
context cultures, nonverbal differences, and power distance are major factors that can affect
cross-cultural communication.

Culture is a way of thinking and living whereby one picks up a set of attitudes, values, norms
and beliefs that are taught and reinforced by other members in the group. This set of basic
assumptions and solutions to the problems of the world is a shared system that is passed on
from generation to generation to ensure survival. A culture consists of unwritten and written
principles and laws that guide how an individual interacts with the outside world. Members
of a culture can be identified by the fact that they share some similarity. They may be united
by religion, by geography, by race or ethnicity.

Our cultural understanding of the world and everything in it ultimately affects our style of
communication as we start picking up ways of one’s culture at around the same time we start
learning to communicate. Culture influences the words we speak and our behavior.

Cross Cultural Communication

Cross cultural communication thus refers to the communication between people who have
differences in any one of the following: styles of working, age, nationality, ethnicity, race,
gender, sexual orientation, etc. Cross cultural communication can also refer to the attempts
that are made to exchange, negotiate and mediate cultural differences by means of language,
gestures and body language. It is how people belonging to different cultures communicate
with each other.

Each individual can practice culture at varying levels. There is the culture of the community
he grows up in, there is work culture at his work place and other cultures to which one
becomes an active participant or slowly withdraws from. An individual is constantly
confronted with the clash between his original culture and the majority culture that he is
exposed to daily. Cultural clashes occur as a result of individuals believing their culture is
better than others.

Cross cultural communication has been influenced by a variety of academic disciplines. It is

necessary in order to avoid misunderstandings that can lead to conflicts between individuals
or groups. Cross cultural communication creates a feeling of trust and enables
cooperation.The focus is on providing the right response rather than providing the right
message.

When two people of different cultures encounter each other, they not only have different
cultural backgrounds but their systems of turn – talking are also different. Cross cultural
communication will be more effective and easier if both the speakers have knowledge of the
turn taking system being used in the conversation (For example: One person should not
monopolize the conversation or only one person should talk at a time).

LarayBarna’s Sources of Miscommunication in Cross Cultural Exchanges

1) Assumption of similarities : This refers to our tendency to think how we behave and act
is the universally accepted rule of behavior. When someone differs, we have a negative view
of them
2) Language Differences : Problems occur when there is an inability to understand what the
other is saying because different languages are being spoken. Talking the same language
itself can sometimes lead to discrepancies as some words have different meanings in various
contexts, countries or cultures
3) Nonverbal Misinterpretation : The way we dress, the way we express ourselves through
our body language, eye contact and gestures also communicates something. A simple gesture
like nodding the head is considered to be YES in certain cultures and NO in others
4) Preconceptions and Stereotypes : Stereotypes involves putting people into pre-defined
slots based on our image of how we think they are or should be. It may consist of a set of
characteristics that we assume that all members of a group share. This may be true or may be
false. But stereotypes may lead to wrongful expectations and notions. A preconceived
opinion of another can lead to bias and discrimination
5) Tendency to evaluate : Humans tend to make sense of the behavior and communication
of others by analyzing them from one’s own cultural point of view without taking into
consideration why the other person is behaving or communicating a certain way

6) High anxiety : Sometimes being confronted with a different cultural perspective will
create an anxious state in an individual who does not know how to act or behave and what is
considered to be appropriate (For example: A Japanese man and an American having a
business meeting where both are unsure of the other’s cultural norms)

To reduce the above barriers to cross cultural communication, one can take the effort to
develop one’s listening skills. This will ensure that we start hearing the real meaning of what
is being said instead of understanding at face value. Becoming aware of our perceptions
towards others will ensure that we take steps to not prejudge a person or stereotype them. By
accepting people and their differences and acknowledging that we don’t know everything will
make us open up to people and their differences resulting in us using contextual information
for better understanding. Seeking feedback and taking risks to open up channels of
communication and being responsible for our feelings and actions will go a long way in
ensuring that miscommunication is mitigated.

High- vs. Low-Context Culture

The concept of high- and low-context culture relates to how an employee's thoughts,
opinions, feelings, and upbringing affect how they act within a given culture. North America
and Western Europe are generally considered to have low-context cultures. This means that
businesses in these places have direct, individualistic employees who tend to base decisions
on facts. This type of businessperson wants specifics noted in contracts and may have issues
with trust.

High-context cultures are the opposite in that trust is the most important part of business
dealings. There are areas in the Middle East, Asia and Africa that can be considered high
context. Organizations that have high-context cultures are collectivist and focus
on interpersonal relationships. Individuals from high-context cultures might be interested in
getting to know the person they are conducting business with in order to get a gut feeling on
decision making. They may also be more concerned about business teams and group success
rather than individual achievement.
Importance of cross cultural communication

Challenges come in a variety of settings, and language or cultural barriers often stand in the
way. Miscommunication or misinterpretation can hamper team progress and create
unnecessary conflict in the workplace. Foundational training in cross-cultural
communications is vital to learn how to manage diversity in business.

Understand Cultural Diversity

Bringing different cultural contexts to the global workplace requires new communication
strategies. The key to making the most of those opportunities and combat the challenges is to
understand the importance of cross-cultural communication in business.

Even when employees who are in different locations speak the same language, cultural
differences should be considered to ensure effective communications. An online Associate's
Degree program that includes Cross-Cultural Communications and Contemporary Culture
and Worldview teaches students how to thrive in a modern workplace.
How to tackle the underlying nuances of these cultural differences.

Facial Expressions

It’s common for people to misread facial expressions when they are interacting with a fellow
team member from a different country or culture. It is essential to recognize these differences
and avoid misinterpretation. The organization and its leaders must ensure that teams undergo
individual training sessions that tackle fundamental issues like these for successful
communication.

Regardless of the culture, a pleasant expression is universal. Even if you are communicating
via videos, remember that a positive and friendly facial expression can open the door to
successful cross-cultural business communications.

Pause Before Reacting

No matter what the cultural background or personality a person you encounter in business
has, taking a moment to react to their statement or behavior is always best. This enables you
to step back, process the information, and compose your response.

By doing so, you give yourself the time to understand their message and prevent any chance
of miscommunication. Become a better listener and communicator. Instill characteristics that
will help you reach your common business goals.

Be Present

When you meet with someone, they can tell when you’re paying attention and when you’re
not. Your eye contact, facial expressions, and engagement are apparent in person and
via video conferencing.

Don't forget that your interaction and engagement, or lack thereof, is evident in phone
meetings as well. Your inattention in the interaction can have disastrous consequences. It
may risk a breakdown in communication, you risk offending others and jeopardize your
business relations.

Distractions can come in many forms. At times, you stop paying attention because you’re
thinking about something else or are hungry. But the most common form of distraction today
is your mobile device.

Unfortunately, it’s far too easy to jump at the sound of a text or email notification or to
peruse social media during meetings.

Avoid risks and prepare yourself for meetings. Learn more about the person you are meeting
with, as well as their culture to pave the way for smooth communication.

Also, make sure you’re not hungry or thirsty, and having a snack beforehand can help. To
prevent the risk of distraction from your cell phone, set it on completely silent.

We live in a global village. Working with people from different cultures, both in person and
through digital platforms is commonplace. That’s why it’s important to be mindful of cross-
cultural communication in business.
Mastering these skills is key to cultivating productivity and creativity, so you and those you
work with can achieve your common goals.

Fundamental patterns of cultural difference

SIX fundamental patterns of cultural differences — ways in which cultures, as a whole, tend
to vary from one another — are described below. The descriptions point out some of the
recurring causes of cross-cultural communication difficulties

1. Different Communication Styles

The way people communicate varies widely between, and even within, cultures. One aspect
of communication style is language usage. Across cultures, some words and phrases are used
in different ways. Another major aspect of communication style is the degree of importance
given to non-verbal communication. Non-verbal communication includes not only facial
expressions and gestures, it also involves seating arrangements, personal distance, and sense
of time. In addition, different norms regarding the appropriate degree of assertiveness in
communicating can add to cultural misunderstandings.

2. Different Attitudes towards Conflicts

Some cultures view conflict as a positive thing, while others view it as something to be
avoided. Face-to-face meetings customarily are recommended as the way to work through
whatever problems exist. In contrast, in many Eastern countries, open conflict is experienced
as embarrassing or demeaning, as a rule, differences are best worked out quietly. A written
exchange might be the favored means to address the conflict.

3. Different Approaches in Completing Tasks

From culture to culture, there are different ways that people move towards completing tasks.
Some reasons include different access to resources, different judgments of the rewards
associated with task completion, different notions of time, and varied ideas about how
relationship-building and task-oriented work should go together. When it comes to working
together effectively on a task, cultures differ with respect to the importance placed on
establishing relationships early on in the collaboration. This does not mean that people from
any cultural backgrounds are more or less committed to accomplishing the task or value
relationships more or less, it means they may pursue them differently.

4. Different Decision Making Styles

The roles individuals play in decision-making vary widely from culture to culture. Be aware
that individuals' expectations about their own roles in shaping a decision may be influenced
by their cultural frame of reference.

5. Different Attitudes towards Disclosure

In some cultures, it is not appropriate to be frank about emotions, about the reasons behind a
conflict or a misunderstanding, or about personal information. Keep this in mind when you
are in a dialogue or when you are working with others. When you are dealing with a conflict,
be mindful that people may differ in what they feel comfortable revealing. Questions that
may seem natural to you -- What was the conflict about? What was your role in the conflict?
What was the sequence of events? -- may seem intrusive to others. The variation among
cultures in attitudes toward disclosure is also something to consider before you conclude that
you have an accurate reading of the views, experiences, and goals of the people with whom
you are working.

6. Different Approaches to Knowing

Notable differences occur among cultural groups when it comes to the ways people come to
know things. Recent popular works demonstrate that our own society is paying more
attention to previously overlooked ways of knowing. Indeed, these different approaches to
knowing could affect ways of analyzing a community problem or finding ways to resolve it.
Some members of your group may want to do library research to understand a shared
problem better and identify possible solutions. Others may prefer to visit places and people
who have experienced challenges like the ones you are facing, and get a feeling for what has
worked elsewhere.

Meaning of verbal communication

When messages or information is exchanged or communicated through words is called verbal

communication. Verbal communication may be two types: written and oral communication.
Verbal communication takes place through face-to-face conversations, group discussions,
counseling, interview, radio, television, calls, memos, letters, reports, notes, email etc. some
definitions of verbal communications are as follows:

ACCORDING TO BOVEE AND OTHERS: VERBAL COMMUNICATION IS THE

EXPRESSION OF INFORMATION THROUGH LANGUAGE WHICH IS COMPOSED
OF WORDS AND GRAMMAR.”

ACCORDING TO PENROSE AND OTHERS, “VERBAL COMMUNICATION

CONSISTS OF SHARING THOUGHTS THOUGHT THE MEANING OF WORDS.”

So, verbal communication is the process of exchanged of information or message between

two or more persons through written or oral words.

Meaning of non-verbal communication

When messages or information is exchanged or communicated without using any spoken or
written word is known as nonverbal communication. Non-verbal communication (NVC) is
usually understood as the process of communication through sending and receiving wordless
messages.

Non-verbal communication is a powerful arsenal in the face-to-face communication

encounters, expressed consciously in the presence of others and perceived either consciously
or unconsciously. Much of non-verbal communication is unintentional people are not even
aware that they are sending messages. Non-verbal communication takes place though
gestures, facial expressions, eye contact, physical proximity, touching etc. some important
definitions of non-verbal communication are as follows:

ACCORDING TO L. C. BOVE AND OTHERS, “NON-VERBAL COMMUNICATION IS

COMMUNICATION THAT TAKES PLACE THROUGH NON-VERBAL CUES:
THROUGH SUCH FORM OF NON-VERBAL COMMUNICATION AS GESTURE, EYE
CONTACT, FACIAL EXPRESSION, CLOTHING AND SPACE; AND THROUGH THE
NON-VERBAL VOCAL COMMUNICATION KNOWN AS PARA-LANGUAGE.”

ACCORDING TO LESIKAR AND PETTIT, “NONVERBAL COMMUNICATION

MEANS ALL COMMUNICATION THAT OCCURS WITHOUT WORDS (BODY
MOVEMENTS, SPACE, TIME, TOUCH, VOICE PATTERNS, COLOR, LAYOUT,
DESIGN OF SURROUNDINGS.)”

ACCORDING TO HIMSTREET AND BATY, “NON-VERBAL COMMUNICATION

INCLUDES ANY COMMUNICATION OCCURRING WITHOUT THE USE OF
WORDS.”
So, non-verbal communication is the exchanged of information or message between two or
more persons through gestures, facial expressions eye contact, proximity, touching etc. and
without using any spoken or written word.

Characteristics of non-verbal communication

Non-verbal communication is any information that is communicated without using words.

The important characteristics of non-verbal communication are as follows:

No use of words: Non-verbal communication is a communication without words or language

like oral or written communication. It uses gestures, facial expressions, eye contact, physical
proximity, touching etc. for communicating with others.

Culturally determined: Non-verbal communication is learnt in childhood, passed on to you by

your parents and others with whom you associate. Through this process of growing up in a
particular society, you adopt the taints and mannerisms of your cultural group.

Different meaning: Non-verbal symbols can many meanings. Cross-culture aspects give
various meanings to same expression in respect of non-verbal communication.

Vague and imprecise: Non-verbal communication is quite vague and imprecise. Since in this
communication there is no use of words or language which expresses clear meaning to the
receiver.

May conflict with verbal message: Non-verbal communication is so deeply rooted, so

unconscious, that you can express a verbal message and then directly contradict it with a
nonverbal message.

Largely unconscious: Non-verbal communication is unconscious in the sense that it is usually

not planned nor rehearsed. It comes almost instantaneously.

Shows feelings and attitudes: Facial expressions, gestures, body movements, the way you use
your eyes – all communicate your feelings and emotions to others.
Informality: Non verbal communication does not follow any rules, formality or structure like
other communication. Most of the cases people unconsciously and habitually engaged in non-
verbal communication by moving the various parts of the body.

Cultural Conflict Sitvations

Cultural conflict is a type of conflict that occurs when different cultural values and beliefs
clash. It has been used to explain violence and crime.

Cultural conflicts are difficult to resolve as parties to the conflict have different beliefs.[3]
Cultural conflicts intensify when those differences become reflected in politics, particularly
on a macro level.[3] An example of cultural conflict is the debate over abortion.[3] Ethnic
cleansing is another extreme example of cultural conflict.[4] Wars can also be a result of a
cultural conflict; for example the differing views on slavery were one of the reasons for the
American civil war.[5

Some cultures view conflict as a positive thing, whilst others try to avoid it. For example,
many Eastern countries deal with their conflict quietly. A written exchange might be the
favoured means to resolve the conflict. The fact is that conflict is a fact of life whether it is
between persons or between nationalities.

Cultural conflict can come from different religious beliefs. Different religious beliefs is
probably the cause of more cultural conflict than anything else. It is something that people
hold dear and they believe their beliefs are universal and should be practices the world over.
There is no easy answer to this kind of conflict. The only workable answer is for cultures to
become tolerant of the others belief.

Culture is the aggregation of beliefs, attitudes, approaches, behaviours and social output.

We tend to think about it in the grand scale (e.g. East vs West), but in reality it scales all the
way down to the individual.
Any conflict that involves core beliefs of individuals is a ‘cultural conflict’.

Feminism, the persecution of homosexuals, Republican vs Democrat all involve conflicts

based on personal perceptions and profound beliefs.

These are all cultural conflicts.

Often those who emigrate to different cultural environments, arrive with a mistaken mindset.
The mistake is in themselves - that of conflict; they are supposed to work towards the
enrichment of an inner purpose.

All newly created work should be of one cultural scheme - adding the existent culture inborn
within with the new and the unfamiliar, avoids conflict.

Therefore from a Humanity perspective, each individual is acting toward the new, and
accomplishes a divine purpose.

Even if there is a cultural difference, the difference is enriched for that particular individual.
Do not discard the old for the new culture - invent a new environment of cultural enrichment.

A person wants accountability from others, but those others ignore their accountability.

A person has secret opinions, but the first is forthcoming.

A person is a problematically clepto, and has entitlement problems, but they are around
nonchalant people whom take this as oppression.

A person is communal, but there is a capitalist.

Someone cares, and someone doesn't.

Culture is behaviour, and biased opinions, and shared references: a response pattern. Cultures
clash on a diplomatic level: A geosocial political environmental warfare that leads to feuds
and enmity.

Barriers to Cross Cultural Communication

In business, cross cultural communication plays a critical role in successfully carrying out
business with teams and stakeholders in other areas of the globe. When the communication is
effective, everyone benefits from increased bandwidth, institutional knowledge, and
competitive advantage. Ineffective communication however, can offend, confuse or send a
misconstrued message which could lead to broken relations with customers, partners,
vendors, and employees. Some common cross –cultural barriers are discussed below:

1. Language

Misunderstandings are common among people who speak the same language, so it’s not
surprising that people from different cultural and linguistic backgrounds face communication
barriers. Anything from the mispronunciation of a word to a lack of specificity can lead to
misunderstandings. Although English is regarded as the common international language of
business, not every business globally uses English on a regular basis. Employees may have
more difficulty when communicating in English, which can lead to misunderstandings when
taking direction, understanding level of urgency and communicating issues or concerns.

2. Stereotypes

These are assumptions made about a group of people and are applied to individuals
irrespective of their personal characteristics because of their affiliation with a certain group.
Stereotypes can be positive, negative or neutral. Many stereotypes are negative or even
hostile and are a serious barrier to workplace communication. The concept of the stereotype
is used in various contexts. For example, the distinctiveness of Chinese cultural
characteristics has been recognized in these ways. Chinese are often described as:
emotionally more reserved, introverted, fond of tranquillity, overly considerate, socially
overcautious, habituated to self-restraint and so forth.

For example, compared with American people, English people are considered cold and not
very open; Making friends with them takes a very long time; They like a certain distance
when talking, etc. American is thought to be impatient and arrogant as well as friendly and
tolerant. The danger is entertaining stereotypes is that an individual is thought to possess
characteristics that are ascribed to the group. Obviously, not all Americans are impatient and
arrogant, nor are they all friendly and tolerant. Prejudging an individual can lead to
misconceptions and barriers to communication.

3. Body Language

Body language, includes all the communication through the non-verbal channel. This can
include how we greet others, how we sit or stand, our facial expressions, our clothes, hair
styles, tone of voice, eye movements, how we listen, how we breathe, how close we stand to
others, and how we touch others. The pressure of body language can especially be felt in
emotional situations where body language usually prevails over words .The study of body
language is known as kinesics. Eye contact, posture and facial expressions carry different
meanings throughout the world.

4. Emotional Display

What is considered an appropriate display of emotion can differ from culture to culture. In
some countries, displaying anger, fear or frustration in the workplace is considered
inappropriate in a business setting. People from these cultures keep their emotions hidden and
only discuss the factual aspects of the situation. In other cultures, participants in a discussion
are expected to reveal their emotions. You can imagine what misunderstandings can arise if a
businessperson displays strong emotion in the company of employees who feel that such
behaviour is out of place.

5. Ethnocentrism

It is a tendency to judge other groups according to standards and values of ones own group.
Ethnocentric value not only act as communication barrier but can hinder one student morale
and productivity. Ethnocentrism is the assumption that the culture of one’s own group is
moral, right and rational, and that other cultures are inferior. When confronted with a
different culture, individuals judge it with reference to their own standards, and make no
attempt to understand and evaluate it from its members’ perspective. Sometimes
ethnocentrism will be combined with racism – the belief that individuals can be classified
into distinct racial groups and that there is a biologically-based hierarchy of these races. In
principle, however, one can reject a different culture without in any way assuming the
inherent inferiority of its members . But ethnocentrism also can create obstacles to
communication with those who are culturally different from you. It can also lead to hostility
toward outside groups and may blind you to seeing other perspectives, other values, other
ways of doing things.
6. Prejudice

Prejudice arises from the ‘pre-judging’ of someone’s characteristics simply because they
have been categorised as belonging to a particular group. It is usually associated with
negative attitudes to that group. This attitudinal barrier can be devastating for organizational
communication because it can cause entire segments of the workforce to be left out on
important information