Intercultural

Communication

Unit 2.4
Intercultural Communication

No culture is the same, this is one of the most well-known facts about culture. It is unique that
not even the cultures of people living in the same area are the same. This distinctiveness is
brought about by the experiences of people with one another, combined with other external
factors that contribute to the singularity of culture.

The diversity of culture impacts communication. How a person communicates with people from
different cultures can be a very strenuous task. Strenuous in the sense that it is not only about
the lack of proficiency in language but also the insufficient knowledge of people of other
cultures different from theirs. This lack of knowledge now then leads to fear, phobia, biases,
prejudice, and miscommunication.

Moreover, in a globalized world where there is a movement not just of products but of people
and information, it is inevitable for different cultures to connect and immerse with one
another. It is now an ordinary occurrence for Filipinos to have the ability to study or work
abroad. Also, more and more foreigners are coming to the Philippines to do business and travel.
This current situation now creates problems between different cultures as they clash with
another. One of the many reasons is that not everyone is adept at the diversity of culture.
Another reason is that people judge a particular culture according to their own culture that
then results in misunderstandings.

For these reasons, we need to understand the differences between cultures, so it will be easier
for us to communicate effectively and to minimize confusion and miscommunication.
Seven Dimensions of Culture

Background

 Classified by Fons Trompenaars and Charles Hampden-Turner in their book "Riding the

Waves of Culture" published in 1997.

 They developed the model after 10 years of research on the preference and values of

people in different cultures around the world.

 The research included more than 40,000 participants in 40 countries all over the world.

 They found out that people from different cultures act in particular predictable ways

unique to their culture (they have their way of thinking, values, and beliefs) that is

influenced by a variety of different factors.

 Trompenaars and Hampden-Turner concluded that a specific culture can fall into one of

the following seven dimensions:

1. Universalism versus particularism.

2. Individualism versus communitarianism.

3. Specific versus diffuse.

4. Neutral versus emotional.

5. Achievement versus ascription.

6. Sequential time versus synchronous time.

7. Internal direction versus outer direction.

Hofstede’s Cultural Dimensions

Background

 Dr. Geert Hofstede, a psychologist, published his cultural dimension model in the 1970s

based on a decade long research.

 His cultural dimensions became an international standard for understanding cultural

differences.

 The research studied people who worked for International Business Machines (IBM)

Corporation in more than 50 countries.

 Hofstede’s original cultural dimensions were only the first four, but eventually added
fifth and sixth dimensions in collaboration with Dr. Michael H. Bond and Dr. Michael
Minkov.

These are:

1. Power Distance Index (High versus Low)

2. Individualism Versus Collectivism

3. Masculinity Versus Femininity

4. Uncertainty Avoidance Index (High versus Low)

5. Long- Versus Short-Term Orientation

6. Indulgence Versus Restraint

 Hofstede found out that there are clear patterns of similarity and difference along the

first four dimensions in the database of culture statistics.

 Since the research was focused on IBM employees all over the world, Hofstede inferred
that the patterns he found can be attributed more to national culture and less to
corporate culture.
High-Context versus Low-Context Cultures

 High-context cultures (Mediterranean, Slav, Central European, Latin American, African,

Arab, American-Indian) leave much of the message unspecified, to be understood
through context, nonverbal cues, and between-the-lines interpretation of what is
actually said.

 Low context-cultures (most Germanic and English-speaking countries) expect messages

to be explicit and specific.
References:

Madrunio, M. R., & Martin, I. P. (2018). Purposive Communication: Using English In Multilingual
Contexts. South Triangle, Q.C.: C & E. Publishing.

Page, J. (2018, April 4). High and Low-Context Communication Styles. Retrieved October 24,
2020, from https://www.quora.com/What-are-the-norms-in-low-context-culture

The Mind Tools Content Team by the Mind Tools Content Team(n.d.). The Seven Dimensions of
Culture: Understanding and Managing Cultural Differences. Retrieved October 22, 2020,
from https://www.mindtools.com/pages/article/seven-dimensions.htm

The Mind Tools Content Team by the Mind Tools Content Team. (n.d.). Hofstede's Cultural
Dimensions: – Understanding Different Countries. Retrieved October 22, 2020, from
https://www.mindtools.com/pages/article/newLDR_66.htm