Module 4C (Local and Global Communication in Multicultural Settings)

Learning Outcomes:

Discern and use culturally appropriate terms,

expressions, and images

Manifest sensitivity to other’s gender, race, class,

religion, age, and so on.

Adopt cultural and intercultural awareness and

sensitivity in their communication of ideas
 Linguistic Preferences and
Nonverbal Behavior
Linguistic Preferences:

Asians
Spaniards and English -consider
Italians -very polite harmony an
-prefer eloquence -Use understatement important virtue
and expressiveness to avoid -they often say
confrontation ‘YES’ to many
to exactness
-end up being things with the
-tend to be flowery ambiguous
with their language understanding of
‘Yes, I hear you’ or
‘Yes, I
understand’.
 Linguistic Preferences and
Nonverbal Behavior
Linguistic Preferences:

Scandinavians Latin America,

Southern
-tend to be Germans
Europe, and
reserved -very logical in
Japan
-completely both manner and
-not
focused words
comfortable
-dedicated with ambiguity
listeners
-expect
absolute truths
Let’s take a look at the image below:

What could be the

meaning behind
their looks?
Appearance? Or
posture?
There are instances
that what we want to
say is not only express
through verbal
message. It could be
by wearing something
or twitching your
brows or by just
merely standing; you
are already
conveying a message
– this is what we call
nonverbal
communication. 6
 Linguistic Preferences and
Nonverbal Behavior
Nonverbal Behavior

“Physical communication is used to transmit one’s

feelings, attitude, and overall message.”
(Portes,1969)

“Non-verbal Communication has a tendency to either

support or replace verbal communication.”
(Phutela,2015)
7
 Linguistic Preferences and
Nonverbal Behavior
Nonverbal Behavior

The silent language

Are expressive human attributes that impart feelings, attitudes,

reactions, and judgments which need to be given continued
attention because they are acquired mainly through
acculturation

Unspoken and largely unconscious

Implied meanings are more often felt than understood

 Linguistic Preferences and
Nonverbal Behavior
Nonverbal Behavior

❑ Nonverbal communication is communication without

words.
❑ It is a process of communication through sending and
receiving wordless messages
❑ Using wordless message to generate meanings
❑ It comprise 70% of the total communication.

9
 Linguistic Preferences and
Nonverbal Behavior
Nonverbal Behavior

Nonverbal communication is the most powerful form of

communication. More than voice or even words, nonverbal
communication helps to create your image in others mind
and even you can express your emotions and feelings in front
of others, which you are unable to express in words. But let’s
keep in mind that most of the time verbal communication
and nonverbal communication are interconnected and they
operate together in communication.

10
Verbal and nonverbal are both
types of communication. But
the difference between them
is that we use our voice in
verbal communication and
we use signs in non-verbal
communication. 11
 This is why
people say
action speaks
louder than
words.

12
Linguistic Preferences and
Nonverbal Behavior
Types of Nonverbal Behavior

➢Kinesics
➢Haptics
➢Proxemics
➢Iconic
➢Chronemics
➢Paralinguistic
➢Appearance
➢Olfactory

13
 Types of Nonverbal Behavior

Body Language/
Kinesics

It is a kind of non-lexical
communication where ideas
or messages are expressed
using your body.
 Body Language/ Kinesics

A. GESTURE

It is the movement of
a part of the body
especially the hand
or the head to
indicate a particular
meaning or support a
particular idea so you
can better persuade
your audience.
 Body Language/ Kinesics

B. FACIAL EXPRESSION

This is executed using

the facial muscle.
 Body Language/ Kinesics

C. EYE CONTACT

➢ It is looking directly at your

audience's eyes.
➢ It establishes relationship.
➢ Allows us to know if the
audience is listening.
➢ Speakers maintain eye
contact approximately 40%
and listeners maintain 70% of
the time.
➢ Oculesics
“From as early as 2 weeks of age, children begin to use
eye contact to interact with the world around them,
differentiating between and reacting to various stimuli”
-Furrow, 1984
You can understand a
person's emotions and
sometimes thoughts by
looking into his or
her eyes.

18
 Body Language/ Kinesics

Examples:
➢ Standing with hands on hips may
mean that the person is ready or
the person is aggressive.
➢ Standing with arms across his
chest may mean that the person is
➢ This refers to the being defensive (Zoleta,et.al,2018
positioning of a person's (Purposive Communication)
body.

D. BODY STANCE
 Types of Nonverbal Behavior

Haptics
• The study of communication by touch.
• Touches that can be defined as
communication include handshakes,
holding hands, kissing (cheek, lips,
hand), back slap, "high-five", shoulder
pat, brushing arm, etc. Each of these
give off nonverbal messages as to the
touching person's intentions/feelings.
They also cause feelings in the
receiver, whether positive or negative.
➢ Let another person know we care for, value, and
have an interest in her or him. Probably the most
A. Friendship-
difficult to interpret, both for the receiver of the Warmth Touch
touch and the outsider.
➢ Touching is often part of friendship and demonstrate
closeness.
➢ To show fondness.

Haptics
 ➢ Managers should know the effectiveness of using
touch while communicating to subordinates but
need to be cautious and understand how touch
B. PROFESSIONAL/ can be misunderstood.
➢ A hand on the shoulder for one person may mean a
FUNCTIONAL supportive gesture, while it could mean a sexual
advance to another person
➢ Example: A handshake or a pat on the back.

▪ Most impersonal type of touch

▪ Done as part of job, service, or

task.

Haptics
26
 Haptics

C. SOCIAL/ POLITE
TOUCH
▪ Serves to communicate a limited
form of interpersonal involvement.
We touch another person as more
than a mere object.
▪ Affirms the presence of another
person
▪ Suggest bond between two.
▪ Example: Handshake, cheek kiss
 ▪ Reserve for individual we care deeply about
▪ May include caressing the cheek, holding
another person around the waist, hugging,
embracing, kissing, and many other gestures that
signal a particularly close and involved
association between individuals.
D. LOVE / INTIMACY
▪ Public touch can serve as a ‘tie sign’ that
shows others that your partner is “taken”.
▪ Touching between married couples may
help maintain good health.

Haptics
30
 Types of Nonverbal Behavior

Proxemics
• Refers to the space an individual
maintains around him or herself.
• Space and distance influence
communication
• When we are content with and
attracted to someone, we say we are
“close” to him or her. When we lose
connection with someone, we may
say he or she is “distant.”
 Proxemics

Scholars have
identified four zones
for US Americans,
which are public,
social, personal, and
intimate distance
(Hall, 1968).
 Proxemics

A. PUBLIC SPACE

❖Measured at 12 or more feet

between persons
❖Communication that typically
occurs in these zones is formal and
not intimate.
❖Typically, be used when a person is
engaging in a formal speech.
 Proxemics
A. PUBLIC SPACE
❖ Celebrity or executive
maintains such a
distance as a sign of
power or for safety and
security reasons.
❖ We are often not
obligated or expected
to acknowledge or
interact with people who
enter our public zone. It
would be difficult to
have a deep
conversation with
someone at this level
because you must speak
louder and don’t have
the physical closeness
that is often needed to
promote emotional
closeness and/or
establish rapport.
 Proxemics

B. SOCIAL SPACE

❖ Used in business transactions, meeting new

people and interacting with groups of people.
❖ Typically, in the context of a professional or casual
interaction, but not intimate or public.
❖ It has a large range in the distance that it can
incorporate. (from 4 to 12 feet)
❖ This distance is preferred in many professional
settings because it reduces the suspicion of any
impropriety.
❖ Social distance may be used among students,
co-workers, or acquaintances.
 Proxemics

B. SOCIAL SPACE

❖ Generally, people within social distance do not

engage in physical contact with one another.
❖ In this space, relationships are more official.
People are more cautious in their movements.
You should be smart enough to conduct it with
less emotion and more planning.
❖ This is the kind of space you're probably in if
you're talking to a colleague or a customer at
work.
 keep someone at
an arm’s length
You do not allow people to be
too friendly with you.
 ❖ Refer to the space that starts at our physical
body and extends four feet.
❖ These zones are reserved for friends, close
acquaintances, and significant others.
❖ Personal distance can range from 2
to 4 feet.
❖ It permits spontaneous and unprogrammed
communications. Although it gives a
person a little more space than
intimate distance, it is still very close in
proximity to that of intimacy and may
involve touching.
❖ For Example : Talking with friends in
college, informal talks and gossips.
C.PERSONAL SPACE

Proxemics
39
40
 If a stranger approaches
someone in the personal
zone, he or she is likely to
feel uncomfortable being in
such close proximity with the
stranger.

41
 Proxemics

D. INTIMATE SPACE
❖ Refer to the space that starts at our physical
body and extends four feet.
❖ Used for very confidential communications.
❖ This zone of distance is characterized by 0
to 2 feet of space between two individuals.
❖ These zones are reserved for friends, close
acquaintances, and significant others.
❖ Example of intimate distance is two people
hugging, holding hands, or standing side-
by-side. People in intimate distance share a
unique level of comfort with one another.
 Proxemics

D. INTIMATE SPACE

❖ Intimate space is for people who you are

very close to. In this case, you're
probably less than a foot away and you
might even be touching the other
person.
❖ The best relationship that describes it is
the mother-child relationship.
44
How do you feel when you are given
only one day notice for a test?
45
How do you feel when a
date keeps you waiting?

46
The concept of time is
crucial in
communication.
47
 Types of Nonverbal Behavior

Chronemics
❖ How time affects communication.
❖ Thomas J. Bureau of Radford University
coined the term "chronemics" in the late
1970s to help define the function of time
in human interaction. “The way an individual talks about or uses time can
communicate much nonverbal information about
him or her. Individuals may view time as the
location or duration of events, the interval between
events, or as patterns of intervals (routines or cycles
of behavior)”
--Knapp &Hall, 2002
 Types of Nonverbal Behavior

Chronemics ❖ Staying within time limits is a mark of courtesy

and professionalism.
❖ Chronemics refers to a communication-based
understanding of time. These understandings
vary from culture to culture and person to
person. In American culture they have a
stricter understanding of time, meaning that if
they set a work meeting for 10am, it would be
extremely rude to arrive 40 minutes late,
whereas in many Latin or South American
countries arriving late would be quite normal,
even expected.
 Types of Nonverbal Behavior

Chronemics
❖ Chronemics differ from situation to situation as
well as relationship to relationship.
❖ A situational example would be, even in
America, it is acceptable to arrive late to a
party, but not to a work meeting; a
Relationship-based example would be that it is
acceptable for a doctor to keep a patient
waiting, but not the other way around.
❖ Chronemics are an example of nonverbal
communication, because these
understandings function as unstated rules that
members of a society more or less follow.
 Chronemics

A. BIOLOGICAL TIME

❖ Refers to the rhythms of living things.

❖ Humans follow a circadian rhythm, meaning
Chronemics
that we are on a daily cycle that influences
when we eat, sleep, and wake. When our
natural rhythms are disturbed, by all-
nighters, jet lag, or other scheduling
abnormalities, our physical and mental
health and our communication competence
and personal relationships can suffer.
The “body clock”
concept

52
 Chronemics

B. PERSONAL TIME

❖ Ways in which individuals experience

time.
❖ The way we experience time varies
based on our mood, our interest level,
and other factors. Think about how
quickly time passes when you are
interested in and therefore engaged in
something. (“hindi namalayan ang
oras” concept)
 Chronemics

C. PHYSICAL TIME

❖ The fixed cycles of days, years, and

seasons.
❖ The actual measurement of time.
❖ Physical time, especially seasons, can
affect our mood and psychological
states. Some people experience
seasonal affective disorder that leads
them to experience emotional distress
and anxiety during the changes of
seasons, primarily from warm and bright
to dark and cold.
 Chronemics

D. CULTURE TIME ❖ Polychronic

It is a system where several things
can be done at once, and a more
❖ How a large group of people fluid approach is taken to
view time. scheduling time.
1. Polychronic
2. Monochronic ❖ Monochronic
It is a system where things are
done one at a time and time is
segmented into precise, small
units. Under this system time is
scheduled, arranged and
managed.
 Chronemics

D. CULTURE TIME

❑“Latin American, African, South Asian, ❑“The United States is considered a

and Arab cultures use polychronic monochronic society, so are the
systems of time” Western and East Asian cultures”
-Guerrero, DeVito & Hecht, 1999 -Guerrero, DeVito & Hecht, 1999
 Types of Nonverbal Behavior

Paralinguistics

❖ The communication of volume, speed,

pitch and rate.
❖ These may add emphasis or shades of
meaning to what people say.
❖ Paralinguistic features of language are
extremely important as they can change
message completely.
 Paralinguistics

❑While addressing an audience, if your

VOLUME OF VOICE volume is not loud enough, it suggest
lack of confidence or shyness. While
talking to someone on phone, you’re
speaking loudly is suggestive of your
❖ It is not just what you say; it is lack of good manners and etiquette as
how you say it. well as irritable.
❖ When you whisper something, it
conveys that you want to hide
something. When speaking
something aloud, you want it to
be heard by all. Moreover, the
way whisper or say things aloud
conveys something.
 Paralinguistics

SPEED OF VOICE

❖ The speed of voice should be

such that the listener can
follow everything that you are
speaking.
❑If you speak very fast, listeners may not
connect the previous idea with the next
one. Moreover, in live talk they can’t even
rewind. Similarly, if the speed is very slow
then also it is likely that listener loses
connection.
 Paralinguistics

INTONATION

❖ Stress and Intonation blend

together to lend charm to
English speech.
❖ Intonation means variation of
voice or speech.
❑It tells the listener if the message is in form
of a question, statement or exclamation.
The emphasis laid on a particular word in
a particular manner would decide the
meaning.
 Paralinguistics

TONE OF VOICE

❖ The tone talks about the attitude of the speaker.

❖ The tone can be sarcastic, aggressive, critical, nervous,
monotonous, disappointed, friendly, enthusiastic, vivid or
persuasive.
 Paralinguistics

PRONUNCIATION

❖ The way in which a word is pronounced.

Pronunciation is the first thing that people
notice during conversation.
❖ For correct pronunciation, knowledge of
phonetics is essential. A person should know the
difference in the pronunciation of various
sounds like /e/ and /æ/ , /Ә/ and /u:/ , etc.
 Paralinguistics

ARTICULATION

❑Articulation is the clarity in your voice.

❑Clearly articulated message indicates
competence and confidence.
❑You should speak in such a way that all the
words are understood by the listener. If you
speak sloppily or mispronounce the words, the
listener easily gets distracted and sometimes
meaning too changes.
 Paralinguistics

PAUSE

❖ The break a person takes while speaking and its

duration is known as “Pause” in paralinguistics.
❖ Different meanings are conveyed by pauses.
❖ A Pause can have two different functions:
1. A temporary vocal inaction: This indicates the speaker’s
uncertainty, hesitation, tension or uneasiness.
2. A Pause: This shows favor or disfavor, agreement or
disagreement.
 Types of Nonverbal Behavior

Appearance

❖ The communication of the outward

form.
❖ Clothing, hairstyles, jewelries, and other
factors affecting appearance are also
considered a means of nonverbal
communication. According to what
people see when they first set their eyes
on you, judgments about your
personality and abilities are going to be
concluded.
 Types of Nonverbal Behavior

Appearance

❖ How we present ourselves to people and

situations tells a story.
❖ “A woman who uses long gowns and
skirts maybe deemed conservative and
a woman who uses cocktail dresses and
tight fittings maybe deemed
sophisticated. -Vicente, Amelia.et.al
(Speech With Power
& Style)
 We can't assess a person's
intelligence or demeanor by
the clothes they wear. Yet,
in a professional setting,
one's appearance does send
a message.

68
 Types of Nonverbal Behavior

Olfactory

❖ The communication of smell.

❖ Individual odor recognition and release
of pheromones can trigger certain
behavior.
❖ Communicating through scent is very
common in animals.
❖ Scent may indicate sex, physical
condition, territory or identity.
 Types of Nonverbal Behavior

Olfactory

“Bears are thought to have the best sense of smell

of any animal on earth. The average dog's sense of
smell is 100 times better that a human's. A blood
hound's 300 times better. A bear's sense of smell if
7 times better than a blood hound's or 2,100 times
better than a human’s”
 Types of Nonverbal Behavior

Iconics

❖ The communication of objects

❖ “As early as the Middle Ages complex iconic systems had been developed such
as the heraldic coats of arms and systems of astrological signs.
❖ In modern society everyone is familiar with icons, both in and out of work: for
example, icons on the toilet door, iconic road signs and complex icons on
electronic goods. (Tatomir,2003)
Danger

Affection

72
 Functions of Nonverbal Message

Kinesics Slip

❖ Mixed messages
❖ When nonverbal messages CONTRADICT verbal messages it is called
KINESICS SLIPS (Anthropologist Ray Birdwhistell).
❖ For example, when the speaker say “That’s a great idea!) but with an
acerbic voice and mocking facial expression. (Will you believe that the
speaker really finds your idea a great one?)
❖ We also do this when we want to be sarcastic.
 Functions of Nonverbal Message

Emblem

❖ A nonverbal signal that can generally be translated

directly into words is called EMBLEM.
❖ Nonverbal messages can substitute for a verbal message.
❖ When you see a gesture and you don’t have to hear any
words to know exactly what message is being
communicated.
❖ When you can understand the meaning without a word.
❖ Other emblems can be visual images like the peace
symbol.
 Functions of Nonverbal Message

Illustrator

❖ Nonverbal can repeat and emphasize verbal messages.

❖ A body movement that supports the words you are saying.
❖ For example, saying “I’m so happy to meet you” while smiling widely and
with enthusiastic voice and confidently shaking hands. Your nonverbal
repeats your verbal message.
❖ Using a different color when writing to emphasize its importance also falls
under this.
❖ To illustrate how tall the person you are talking about, you use your hand
to indicate his/her height.
 Functions of Nonverbal Message

Regulator

❖ Nonverbal can regulate the verbal message or the flow of the

conversation.
❖ It allows turn-taking.
❖ For example, when your voice rises to ask a question, it communicates
that it’s the other person’s turn to talk.
❖ Another example is when we raise our palm to extend our ‘turn’ and
prevent someone from speaking.
Problems in nonverbal
communication
One code communicate a
variety of meaning
A variety of codes communicating
the same meaning
Interpretation?
For questions post it in the comment section.
81
 Nonverbal Behavior Across the
Globe
Australia

The popular American ‘thumbs

up’ sign is considered obscene.

The V-sign with the palm

facing towards the speaker is
the obscene “up yours” insult.
 Nonverbal Behavior Across the
Globe
France

Your hands should be visible at all times even when seated at

a table.
 Nonverbal Behavior Across the
Globe
Germany

It is impolite to put your hands in your pocket specially when

talking to someone.
 Nonverbal Behavior Across the
Globe
Germany

Gum chewing in public is rude.

Sit down only after you have been offered

a seat.

Use titles to show respect; be punctual

because punctuality is important.
 Nonverbal Behavior Across the
Globe
Hong Kong

When you are seated, your feet

should be facing; the soles of
your shoes should not be shown.

Touching
and patting Maintain two-arm’s
are taboo. length distance
with the person
 Nonverbal Behavior Across the
Globe
Indonesia

• When you are in a private

home or mosque, be sure
to remove your shoes.
Position them by pointing
them toward the door
from which you entered.
• Hugging and kissing in
public is inappropriate.
 Nonverbal Behavior Across the
Globe
Japan

The bow is still the traditional in greetings. bend your body

about a 30-degree angle from the waist.
Nonverbal Behavior Across the
Globe
Japan

Exchanging business cards

is important. When given
one, receive it with care-
use 2 hands In study the
card carefully, treating it
with the same respect you
would give its owner.
 Nonverbal Behavior Across the
Globe
Japan

Keep your shoes in

good condition
and spotlessly
clean because a
Japanese inspects
them as he bows
 Nonverbal Behavior Across the
Globe
Japan

• Even if you are experiencing displeasure or are upset about

something, you should smile to show self-control.
• Saving faces is important to the Japanese, so instead of saying
‘No’ they say, ‘It is very difficult’ or ‘We will give this positive study’
to really mean ‘Let’s forget the whole thing and go home.’
 Nonverbal Behavior Across the
Globe
Japan

• A Japanese uses a repertoire of smiley nods and polite noises

as he listens only to encourage the speaker to continue
talking, not to agree with him. He nods his head to show
politeness, not to agree.
 Nonverbal Behavior Across the
Globe
Japan

• To the Japanese, laughter can

mean confusion rather than
reacting to something funny.
Nonverbal Behavior Across the
Globe
Japan

• The American ‘okay’ sign

means ‘money’ in Japan.
 Nonverbal Behavior Across the
Globe
Japan

• Do not touch.
• When you need to blow your nose, do so discreetly, preferably
in private, with a paper tissue. Dispose of the tissue immediately.
Never put the used tissue in a pocket of purse; this is regarded
as crude.
• Be sure to remove your shoes at the front door; you will be
offered a pair of slippers.
• Chopstick etiquette dictates that you put the sticks on the rest
when you are not using them; never leave them in your food.
Whatever you do, avoid standing sticks up in the air or pointing
them toward the host.
 Nonverbal Behavior Across the
Globe
Saudi Arabia

Expect greetings to be very emotional. They consist of a

“salaam alaikum” (May God be with you) followed by a
handshake and then a “kayf halik” (How are you ?)

To show mutual respect, two men hold each other’s

hand in public. This is true to all Middle Eastern countries.

When reaching for something or offering something, be sure to do

so with your right hand. Using the left hand is considered taboo.
 Nonverbal Behavior Across the
Globe
Singapore

Pointing with one or two fingers is rude.

Gesture with your entire hand in conversation.

Avoid showing the soles of your shoes.

 Nonverbal Behavior Across the
Globe
South Korea

• When meeting someone, a slight bow is appropriate.

• One way to show respects for elders is by lowering
your eyes.
• Loud laugh is rude. When laughing, cover your mouth.
• Be sure to remove your shoes when entering a temple
or a person’s home.
• A hug or patting another on the back is rude.
 Nonverbal Behavior Across the
Globe
United Kingdom

• When meeting someone, respect space by

maintaining a two arm’s-length distance.
• Men should wait for a British woman to extend her
hand before shaking.
• When meeting someone, rather than saying, “It’s nice
to meet you,” a more appropriate response is, “How
do you do?”
 Being a member pd a culturally diverse
society, you can adopt strategies to avoid
being misunderstood when communicating
with others from another cultural group.
 Tips for Successful Multicultural
Communication

Simplify your message by using less-complex sentence structure

and vocabulary.

Avoid shouting to be understood.

Define the meaning of critical technical words and acronyms.

Avoid nonstandard abbreviations, such as “U R” for “you are”

Be patient and try to follow the other communicator’s idea and

logic, which may be different from yours.
 Tips for Successful Multicultural
Communication

Ask him to repeat once, maybe twice, or to say his ideas in a

different manner. (if you do not understand him/her)

Remain cool and composed even when you have made mistake that
results in embarrassment for you or feeling embarrassed by others (in
most case, they do not mean to embarrass you)

Clarify the meanings and intentions of something said or done by

someone who comes from a culturally different background before you
become angry or express the strong emotion that you feel.
 Tips for Successful Multicultural
Communication

Clarify someone’s actions or words with the person or with someone

else who has experience in dealing with similar cultural groups (if you
cannot think of any positive interpretations of the actions done or words
said because you may be missing something).

Adapt your space requirements to that of someone from another cultural

group whenever possible (you can judge someone’s comfort zone by the
distance to which he extends his hand when shaking hands)

Give the benefit of the doubt to someone who does or say

something that seems weird and/or wrong (ask yourself: “How else
could I interpret these words or actions”)