LOCAL AND GLOBAL

COMMUNICATION IN
MULTI-CULTURAL
SETTINGS
 What do you think has
contributed to the easy
access and exchange of
information these days?
Why?
Globalization is the communication and
assimilation among individuals,
ethnicities, races, institutions,
governments of various nations
supported by
technology and
compelled by
international trade.
The following are possible cultural barriers to
effective communication in a global
environment:
•Cultural relativism
•Lack of knowledge of others' culture
•Discrimination and harassment
•Language differences
•Different cultural affiliates
•Inferiority of one’s culture
•Diverse cultural communication
practices
STRATEGIES TO BECOME AN
EFFECTIVE GLOBAL COMMUNICATOR:

1. Review communication principles

2. Analyze the message receiver
3. Be open to accepting other cultures
4. Learn about cultures and apply what
is learned
5. Consider language needs
FOUR MAXIMS OF GRICE’S PRINCIPLES
OF COOPERATIVE CONVERSATION

1. MAXIM OF RELATION
❖Every interlocutor should be relevant in conversation
wherein the relevance is a norm that dictates the
need for the interlocutors to become sensitive in the
communication process.
❖They need to be relevant in communicating,
requiring them to respond based on cultural and
contextual requirements.
FOUR MAXIMS OF GRICE’S PRINCIPLES
OF COOPERATIVE CONVERSATION

2. MAXIM OF QUANTITY
❖Every interlocutor should observe a “fair-
share-talk of time.”
❖Everyone should be given the opportunity
to talk and should not dominate the event.
❖Every interlocutor should be sensitive to
time, be brief and give others the chance
to talk.
FOUR MAXIMS OF GRICE’S PRINCIPLES
OF COOPERATIVE CONVERSATION

3. MAXIM OF QUALITY
❖Every interlocutor should maintain
what is true in a given conversation.
❖Do not add or deduce information.
❖Always maintain a good reputation
whenever you talk.
FOUR MAXIMS OF GRICE’S PRINCIPLES
OF COOPERATIVE CONVERSATION
4. MAXIM OF MANNER
❖In the local culture, the manner of saying
word is more regarded than its content.
❖Body language meanings vary greatly
from culture to culture. Effective
communication requires that the
communicator has appropriate knowledge
of the cultural use of body language in a
multicultural setting.
 SET OF COMMON
BODY LANGUAGE IN
A MULTI-CULTURAL
SETTING
 AN OK SIGN
❖The OK sign in America and England is quite
popular and considered a general gesture that
denotes agreement of sentiment.
❖An OK sign in Brazil is the equivalent of
using your middle finger as a gesture in
America.
❖The OK hand gesture is taken as an insult
in Latin American countries, Austria and
France.
 THUMBS UP
❖The thumbs up gesture can be
an equivalent to OK gesture and
is widely used in America,
England and in the Philippines.
TUGGING OF EARLOBES

❖The Portuguese tug their

earlobes to indicate tasty
food, the Spanish to signify
that someone is not paying
for their drinks, but in Italy,
it insinuates sexual
innuendos
 EYE CONTACT
❖This is considered to be a positive aspect of the
body language in the Philippines.
❖It is also common in Spain and in Arabic culture
(among people of the same sex)
❖Not looking back when someone is looking at
you is considered disrespectful and
demonstrates insecurity, lack of interest or
indicates deception.
 NODDING THE HEAD

❖Head nod up and down

generally means "agreement",
“approval" or "yes", while head
nod from side to side or head
shake means "no" for Filipinos.
❖To Bulgarians and Greeks,
nodding up and down indicates
negative response for they are
known for their unusual manner
of saying "yes" or "no".