COMMUNICATION and

GLOBALIZATION
 The notion of the world being a global village has been a hot
topic ever since the idea was brought up, especially in light of the rapid
advances in technology and digitization. Globalization has been
regarded as the key to the worldwide integration of humanity, where
there is an increased economic, political and cultural integration and
interdependence of diverse cultures. In Southeast Asia, for example, the
ASEAN Integration has been a buzzword among social communities,
opening a wide array of discussion for future collaborations.
For our part, we Filipinos have increased our awareness and acceptance
of the notion that we belong to a diverse, global community. This is not
confined to communication with people from other countries, but is
inclusive of communication within our own societies, even with the
minorities and the indigenous peoples. It is therefore imperative that
WE learn to communicate effectively with people regardless of age,
gender, race, ability, religion, sexual orientation, income, marital status,
or ethnicity.
Communication in the modern world must be anchored on the concept
of diversity, since effective communication and the ability to understand
cultural differences are skills that have become requisites not only for a
meaningful social life but also for a successful professional career.
In addition, digital technology has erased territorial boundaries among
countries and among people with varying cultures. The notion of being
a ‘stranger’ has been revolutionized as the people whom we used to
treat as strangers are now our co-workers, classmates or friends – albeit
some only in social media.
There is a need to develop graduates and professionals who are
multiculturalists –those who are engaged with and respectful of people
with different cultures. These are not necessarily people from other
countries all the time, since a country may have varying sub-cultures
among its general society.
There is a need to develop graduates and professionals who are
multiculturalists –those who are engaged with and respectful of people
with different cultures. These are not necessarily people from other
countries all the time, since a country may have varying sub-cultures
among its general society.
 Globalization has affected the way people and companies communicate
with each other. In some cases, cultural differences have accentuated cultural
insensitivity, which is most felt in the business world. Since everyone is a
consumer of particular business products, it is important to know the issues,
etiquette, protocol, communication styles and negotiation approaches of
people from different cultures using the business experience as example.
EXAMPLE:

McDonald’s spent thousands on a new TV ad to target the Chinese

consumers. This featured a Chinese man kneeling before a McDonald’s
vendor and begging him to accept his expired discount coupon. The ad
caused uproar over the fact that begging is considered a shameful act
in Chinese culture.
Similarly, McDonald’s also unintentionally offended thousands of Muslims
when it printed an excerpt from the Koran on its throwaway (take-out)
hamburger bags. Muslims saw this as sacrilegious.
The cost of cultural insensitivity in global communication can be felt in
everyday communication, as cultural misunderstandings often lead to
misinterpretation and unnecessary tension between people.
The cost of cultural insensitivity in global communication can be felt in
everyday communication, as cultural misunderstandings often lead to
misinterpretation and unnecessary tension between people.
Showing the sole of a shoe (by crossing one’s legs and pointing one’s shoes to the
speaker, for example) means nothing to observers in most Western and Asian
countries. In Muslim cultures (such as Saudi Arabia), however, the gesture is
perceived as insulting. Similarly, crossing one’s legs while seated is customary for
Westerners, but this is a social faux pas in Korea.
 ETHICS IN
COMMUNICATION
Effective communication is ethical communication.

Communication is ethical only when it is genuine, open, cooperative

and sensitive to one’s cultural and social beliefs and practices. If there
is an intent to conceal the truth, or bring damage to any organization,
group or individual person, communication is considered unethical.

Even in situations when there is no intent to harm, but damage to a

certain group is inevitable because of the message or the channel
used to relay the message, it is still considered unethical.
1. HOW PAST EXPERIENCES AND PREJUDICE AFFECT COMMUNICATIONS
PAST EXPERIENCES

- Speaker sometimes pitch in existing information because they learned in

the past and adding information makes the communication more
successful.

- Sometimes the inputs of past experiences cannot contribute to

communication because they are not considered or valued.
Effective communication is ethical communication.

Communication is ethical only when it is genuine, open, cooperative

and sensitive to one’s cultural and social beliefs and practices. If there
is an intent to conceal the truth, or bring damage to any organization,
group or individual person, communication is considered unethical.

Even in situations when there is no intent to harm, but damage to a

certain group is inevitable because of the message or the channel
used to relay the message, it is still considered unethical.
 PAST EXPERIENCES EFFECT TO COMMUNICATION
1. Your parents reacted negatively when your opened You hesitate to discuss the topic with them despite your
up about your interest for certain craft rich potential to that craft

2. Your colleague has forgotten some very important You give him/her reminders every now and then
information many times in the past. to avoid messing up again.

3. A subordinate in a group that you lead disagreed You don’t ask for your subordinate’s opinion
twice in your suggestions. anymore, even if he might agree with you this
time.
4. Your professor ignored your inputs in last session. You don’t provide inputs in class anymore.

5. Your teammates reacted positively to your strategy. You use the same strategy in a similar
situation.
PREJUDICE

- when people take their past experiences and make certain assumptions
that the same experience will happen with the same people, given the
same context.

- Prejudices may be attributed to culture or personal preferences. Not all

prejudices have a negative characteristic, as a person might consider all
members of a group to be smart even without meeting them
individually. It must be noted, however, that effective communicators
should avoid prejudice because it influences the communication process
even before it begins.
To have an idea how this happens, complete the phrases below, and discuss it in
class. If you don’t have sufficient personal experience to complete a phrase, think of
a possible stereotype you might have heard from someone:

- Old teachers in school are…

- Male professors who speak good English are…
- The athletes and performers in school usually…
- Most supervisors in multinational companies are…
- The lowest form of job in the workplace is…
- Working with homosexuals usually…
- Muslims, Buddhists, or people with other beliefs are…
- Disabled people in the workplace should
. SHOWING COMMITMENT AND GENUINE INTEREST

A key component of ethical communication is showing commitment in the

communicative situation. Being committed means giving sufficient time and
resources to any discussion or conversation, and being open about any issue that
may arise. Commitment also involves volunteering important information, even if it
puts a person’s own short-term interests at risk, as long as it is for the benefit of the
majority especially in the long run. Encouraging a communicative environment of
trust can go a long way in promoting ethical communication in any academic or
business setting.
“NAVAL LANGUAGE” or The Belly Button Psyche

When people are interested in you and what you have to say, they
will point their belly button squarely at you as you talk. That shows they are
engaged and they are focused on what you have to say.
3. RESPECTING SOCIO-CULTURAL BELIEFS AND PRACTICES OF OTHERS

Globalization also entails changing the way people communicate to others,

especially those with different norms, cultures and belief systems. This involves all
types of communication, whether face to-face, chatting via email, or using various
forms of mass media

Ethical communication requires people to respect socio-cultural beliefs and practices

of others, while at the same time avoiding all kinds of stereotypes.