Icc Presentation

Summer Term 2023
Intercultural Communication
Prof. Dr. Heiko Haase www.bw.eah-jena.de

Version: 14.04.2023
Why Intercultural Communication?
Introduction
Introduction Increasing international
Communication business interdependencies
Verbal
Communication
Nonverbal
Communication Culturally adequate relationship with staff and
Culture customers confers competitive advantages
Stereotypes
Cultural Studies
Hofstede’s Studies
Increasing quality requirements on
Hall’s Studies
international cooperation
Trompenaars’ Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation Larger number of

multicultural teams
No. 2
Prof. Dr. Heiko Haase

Source: Thomas (2005).
Personal Introduction
Introduction
Introduction
Communication
 Name
Verbal
Communication
Nonverbal  Semester and course of study

Communication
 Country of origin
Culture
Stereotypes
Cultural Studies
 International experience
Hall’s Studies
 Area of expertise
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 3

Examination Proceedings
Introduction
Introduction
Communication
Verbal
Communication
 Alternative examination, consisting of two requirements:
Nonverbal
Communication
− Written examination (multiple choice test)
Culture  50 per cent of final grade
Stereotypes
Cultural Studies − Presentation of the cultural characteristics of the chosen country

Hofstede’s Studies  50 per cent of final grade
Hall’s Studies
Trompenaars’ Studies  The selected country must not represent the culture in which you
Schwartz’ Studies
have grown up or have been socialised!
GLOBE Study
Cultural Adaptation
No. 4

Presentation
Content:
Introduction
Introduction
 Cultural-communicative characteristics and idiosyncrasies of a selected
Communication
country compared with Germany
Verbal
Communication  Underlying culture-influencing conditions (no general regional studies)
Nonverbal
linked with theoretical foundations and concepts
Communication
 Dos and Don’ts in communication and social interaction, illustrated by
Culture
practical examples
Stereotypes
Cultural Studies
Form:
Hall’s Studies
 Maximum 10 slides (including title and closing slides, no duplication by
animations)
Schwartz’ Studies
 Time of presentation 15 minutes
GLOBE Study  No videos allowed
Cultural Adaptation  No written notes or records
 Font size minimum 18 pt Arial, other fonts with analogue size allowed
 Full names on title page, numeration on each slide
 References in Harvard style on each slide, e.g. „(Schmidt, 2007)“
No. 5
 Upload in Moodle as MSPowerPoint file
Hotspots of Intercultural Communication
− Welcoming and greetings (verbal, gestural, handshakes, gender

Introduction
Introduction aspects, hugging, kissing, on the phone)
Communication − Titles and names (first name/surname, title, polite form)
Verbal
Communication − Presentation und small talk (Who presents?, business cards, themes
Nonverbal
und topics, personal questions)
Communication
− Conversation (eye contact, intonation, pauses, interruptions, silence,
Culture
speaker change, eye contact, gestures, haptic, proxemics, humour)
Stereotypes
− (In-)Directness (Saying ‘No’, implicitness, praising, criticisms, gestures)
Cultural Studies
Hofstede’s Studies − Apologising (When?, How?, nonverbal, ad hoc-formulations)

Hall’s Studies
− Business Meetings (dress code, punctuality, small talk, seating
Trompenaars’ Studies arrangements, duration)
Schwartz’ Studies
− Lunches and dinners (use of cutlery, toasts, sharing table, Who pays?)
GLOBE Study
− Private Invitations (seriousness, punctuality, gifts)
Cultural Adaptation
− Gifts (What?, When?, To whom?, How to hand over?

When to open?)
− Gender relations (gender roles, relationship between

men and women, compliments)
No. 6
− Concept of time (punctuality, delays)

Enrolment and Inscription
Introduction
Introduction
Communication Lectures
Verbal Friday, 14 April 2023, 11:30-15:30
Friday, 21 April 2023, 11:30-15:30
Communication
Nonverbal
Communication Friday, 28 April 2023, 11:30-15:30
Culture Friday, 05 May 2023, 11:30-15:30
Stereotypes
Cultural Studies
Inscription at Moodle course ID 140
and registering for one country
Hall’s Studies
Upload of Presentations (MS Powerpoint format) by

Schwartz’ Studies
Thursday, 01 June 2023, 23:59
GLOBE Study
Cultural Adaptation
Friday, 02 June 2023, 11:30-19:00

 Multiple choice test
 Presentations and discussions
No. 7

Countries
Argentina
Introduction
Introduction
Australia
Communication
Brazil
Verbal
Communication
Canada
Nonverbal
China
Communication
France
Culture Germany
Stereotypes India
Cultural Studies Indonesia
Hofstede’s Studies Italy
Hall’s Studies
Japan
Mexico
Schwartz’ Studies
Nigeria
Russia
GLOBE Study
Saudi Arabia
Cultural Adaptation
South Africa
South Korea
Spain
Turkey
No. 8 United Kingdom
United States
Evaluation and Grading
Introduction
Introduction
Weighting
Communication
Multiple Choice Test (per cent)
Verbal 50 yes/no (dichotomous) questions, to be answered in 45
Communication
50
minutes (wrong answers will lead to point deduction)
Nonverbal
Communication
Weighting
Culture
Presentation (per cent)
Stereotypes Content, task solution, accuracy 10
Cultural Studies
Structure, systematisation, comprehensibility, linking theory-
10
Hofstede’s Studies practice
Hall’s Studies
Layout and arrangement of information, legibility, grammar and
10
Trompenaars’ Studies spelling, references
Schwartz’ Studies Posture, gesture, facial expression, appearance, visual
10
GLOBE Study contact, way and speed of speaking, speaking without notes
Cultural Adaptation Compliance with time (+/-10 per cent tolerance range, then +/-1
10
minute = -1 point)
Total 100
No. 9

Structure
Introduction
Introduction
1. Concept and Models of Communication
Communication
Verbal 2. Verbal Communication

Communication
Nonverbal 3. Nonverbal Communication

Communication
Culture 4. Concept and Models of Culture

Stereotypes
5. Stereotypes
Cultural Studies
6. Comparative Cultural Studies
Hall’s Studies 7. Studies by Hofstede
8. Studies by Hall
Schwartz’ Studies
GLOBE Study 9. Studies by Trompenaars

Cultural Adaptation
10. Studies by Schwartz
11. GLOBE Study
12. Cultural Adaptation
No. 10

Literature
General readings (available at the EAH Jena Library):

Introduction
Introduction
Lewis, Richard D. 2010. When cultures collide: leading across cultures, 3rd ed.,
Communication Boston/London: Brealey.
Verbal Hofstede, Geert; Hofstede, Gert Jan; Minkov, Michael. 2010. Cultures and
Communication
organizations: Software of the mind, 3rd ed., New York: McGraw-Hill.
Nonverbal
Communication Hall, Edward T.; Hall; Mildred Reed. 1996. Understanding cultural differences:
Culture
Germans, French and Americans, Yarmouth: Intercultural Press.
Young, Robert E. 1996. Intercultural communication: Pragmatics, genealogy,
Stereotypes
deconstruction, Clevedon/Philadelphia: Multilingual Matters.
Cultural Studies
General readings (available at the ThULB):
Hall’s Studies
 http://www.thulb.uni-jena.de, keyword “intercultural” …
Schwartz’ Studies Country-specific readings:

GLOBE Study Schmidt, Patrick L. 2007. In search of intercultural understanding: A practical
Cultural Adaptation guidebook for living and working across cultures. Wien: Meridian World Press.
Acuff, Frank L. 2008. How to negotiate anything with anyone anywhere around
the world. 3rd ed., New York: Amacom Books.
Morrison, Terri; Conaway, Wayne A. 2006. Kiss bow or shake hands: The
bestselling guide to doing business in more than 60 countries. 2nd ed., Avon
No. 11
(MA): Adams.
Concept and Models of Communication
Introduction
Communication
Communication Communication Process
Verbal
Communication
Nonverbal
Communication
 Requires at least two actors (sender, recipient)
Culture
 Material or energetic transmitting of signs
Stereotypes  Sign are related to meanings
Cultural Studies  Similar cognitions (knowledge, experience etc.) are necessary in order
Hofstede’s Studies to derive expectations and confer those signs a meaning
Hall’s Studies
Trompenaars’ Studies  Communication is the actual basis of all social interaction!

Schwartz’ Studies
GLOBE Study
 Communication = interaction, comprehension, notification, transmission
Cultural Adaptation
No. 12

Adapted from: Schugk (2014), Heringer (2014).
Communication Process by Lasswell
Introduction
Lasswell Formula
Communication
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Who Says what In which To whom With what
channel effect
Stereotypes
Cultural Studies Communi- Message Medium Receiver Effect

Hofstede’s Studies cator
Hall’s Studies
Schwartz’ Studies  Linear and mono-directional communication model

GLOBE Study
Cultural Adaptation
No. 13

Source: Lasswell (1948).
Types of information by Krippendorff
Introduction
Communication
Communication Noise (unintentional information)
Verbal
Communication
Nonverbal
Communication
Culture Channel
Stereotypes
Cultural Studies
Transinformation (intended and
relevant information)
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
Equivocation (information loss)
No. 14

Source: Krippendorf (1986).
Communication Model by Herrmann
Introduction
Sender Intention Recipient
Communication
Communication
Stocks of meanings Stocks of meanings
Verbal
Communication
Nonverbal
Sequence of Sequence of
meaning (decoding)
meanings meanings
Assignment signs-
Assignment signs-
Communication
meaning (coding)
Culture
Stereotypes
Cultural Studies
Hall’s Studies
Sequence message Sequence
of signs of signs
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
Stocks of signs interference Stocks of signs
Problems
 Different contexts and different meaning of signs
No. 15  Communication in foreign languages caused by culture depending, different
sign-meaning-assignments!
Source: Schugk (2014).
Example: Influence of Culture on Signs (1)
Introduction
Communication
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Stereotypes
Cultural Studies
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 16

Europe
Introduction
Communication
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Stereotypes
Cultural Studies
Reading direction
Hall’s Studies
Arabic Regions
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 17
Reading direction
Introduction
Communication
Communication  Ford „Comet“ in Mexico introduced as „Caliente“
Verbal
Communication
 Curling iron by Sunbeam established as „Mist Stick“ in Germany
Nonverbal
Communication
Culture  Ford „Pinto“ in Brasilia was marked as „Corcel“, Mitsubishi

Stereotypes „Pajero“ in Spanish-speaking regions as „Montero“
Cultural Studies
 the Egyptian airline „Misair“ failed in France
Hall’s Studies
 Mazda „Laputa“ (1991) flopped in Spanish-speaking regions
Schwartz’ Studies
(slogan „a lightweight, impact-absorbing body“)
GLOBE Study
 Toyota „MR2“ produced unintentional associations in France
Cultural Adaptation
 Starbucks used „Enjoy your morning Latte“ on advertisement

posters in Germany
No. 18

Four-Sides Model by Schulz von Thun
Introduction
Communication
Communication
Factual information
Verbal
Communication
Nonverbal
Communication
Self-
Sender Message Appeal Recipient
Culture revelation
Stereotypes
Cultural Studies
Relationship
Hall’s Studies
Schwartz’ Studies
Four Layers (Sides):
1. The matter layer
GLOBE Study
2. The self-revealing
Cultural Adaptation
3. The relationship layer
4. The appeal
 Also known as ‘Communication Square’

No. 19

Example: Communication Square (1)
Introduction
Communication
Communication
Verbal
Communication Hey, the
Nonverbal traffic lights
Communication
are green! Factual information
Am I driving
Culture
or are you?
Stereotypes
message
Cultural Studies
Hall’s Studies
Self-
Trompenaars’ Studies Sender Appeal Receiver
revelation
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
Relationship
No. 20

Source: Schulz von Thun (1996).
Example: Communication Square (2)
Factual information „What I inform about“

Introduction
Sender gives clear data, facts and statements
Here: the fact that the traffic lights are green
Communication
Communication
Verbal
Self-revelation „What I reveal about myself“
Communication
Distinction between
Nonverbal
Communication − Conscious and intended self-revelation and
Culture
− Unintended self-revealing
Here: Sender is obviously German-speaking, able to see colours,
Stereotypes
awake and takes part internally; the sender is possibly in a hurry
Cultural Studies
Relationship „What I think about you and how we get along“
Two kinds of messages on the relation side:
Hall’s Studies
a) You-messages: giving information about how the sender sees the receiver
Trompenaars’ Studies Here: potentially questioning the driving skills of the wife
Schwartz’ Studies b) We-messages: giving information on how the sender sees the relation
GLOBE Study
between him/her and the recipient
Here: possibly pointing out that the sender is the better driver
Cultural Adaptation
Appeal „What I want to make you do“

Influence on the recipient as a function of nearly all messages
− Open exertion of influence (advice)
No. 21 − Hidden influence (manipulation)
Here: e.g. making to drive faster, to drive more carefully etc.
Prof. Dr. Heiko Haase Source: Schugk (2014).
Insights of the Communication Square
Introduction
Communication
Communication
1) Communication as four-dimensional matter (e.g. „I called you
Verbal
Communication five times!“)
Nonverbal
Communication
Culture 2) One and the same statement contains several messages

Stereotypes
(e.g. „Darling, the beer is all gone.“)
Cultural Studies
Hofstede’s Studies 3) Different weighting of the four aspects/square sides:

Hall’s Studies − Overemphasis of the factual aspects in job/school
− Strong dependence on the cultural context
Schwartz’ Studies
GLOBE Study
 All four aspects need to be considered in communication!
Cultural Adaptation
No. 22

Adapted from: Schulz von Thun (1996).
Five Axioms of Communication by Watzlawick
Introduction
Communication
Communication 1. One cannot not communicate.
Verbal
2. Every communication has a content and

Communication
Nonverbal
Communication relationship aspect such that the latter
Culture classifies the former and is therefore
Stereotypes
a meta-communication.
Paul Watzlawick
Cultural Studies
3. The nature of a relationship is dependent (* 1921, † 2007)
on the punctuation of the partners' communication
Hall’s Studies
procedures (communication is always cause and effect).
Schwartz’ Studies 4. Human communication involves both digital (verbal) and analogic
GLOBE Study (nonverbal) modalities.
Cultural Adaptation
5. Inter-human communication procedures are either symmetric
(equal) or complementary (subordinating), depending on whether
the relationship of the partners is based on differences or parity.
No. 23
Source: Watzlawick (1969).

Questions to Check for Learning
Introduction
Communication
Communication
Verbal 1. What is communication and what characterises the

Communication
communication process?
Nonverbal
Communication
Culture 2. Please explain the content and characteristics of

Stereotypes
communication models!
Cultural Studies
3. Which aspects contains a message? What conclusion can
Hall’s Studies
be drawn from this?
4. Which basic assumptions (axioms) underlie each type of
Schwartz’ Studies
interpersonal communication?
GLOBE Study
Cultural Adaptation
No. 24

Verbal Communication
Introduction
 Existence of language as way of expression of verbal
Communication communication for approx. 100.000 years
Verbal
Verbal
Communication
Communication  Diversity of languages
Nonverbal
Communication − “Linguistic Survey of India”: in India 179 different
Culture languages and 544 dialects (Maletzke, 1996)
Stereotypes
− Today several thousand languages: between 2.790
Cultural Studies
(Dülfer, 1996) und approx. 8.000 languages worldwide
(Spitzer, 2003)
Hall’s Studies
− Approx. 12.000 dialects (Dülfer, 1996)
Schwartz’ Studies  More than half of all humans has Mandarin, Hindi, English,
GLOBE Study Spanish or Russian as mother tongue
Cultural Adaptation
 Approx. 100 of the most spread languages are spoken by
95 per cent of the world’s population
No. 25

Most Spoken Languages
Native Second Total

Introduction Language Countries with most
Rank Language Speakers Lang. in Speakers
Family speakers
Communication in million million in million
Verbal
Verbal USA, Vereinigtes
Communication
Communication 1 Englisch indogermanisch 370 898 1.268
Königreich
Nonverbal
Communication Volksrepublik China,
2 Mandarin sinotibetisch 921 199 1.117
Culture
Taiwan
Stereotypes
3 Hindi indogermanisch 342 295 637 Indien
Mexiko, Kolumbien,
Cultural Studies 4 Spanisch indogermanisch 463 75 538
Spanien
5 Französisch indogermanisch 77 199 280 Frankreich
Hall’s Studies
Ägypten, Algerien,
6 Hocharabisch afroasiatisch ... 274 274
Saudi-Arabien
Schwartz’ Studies
7 Bengalisch indogermanisch 228 37 265 Bangladesch, Indien
GLOBE Study 8 Russisch indogermanisch 154 104 258 Russland, GUS-Staaten
Cultural Adaptation 9 Portugiesisch indogermanisch 228 24 254 Brasilien, Portugal
10 Indonesisch austronesisch 44 155 199 Indonesien
11 Urdu indogermanisch 69 102 171 Pakistan, Indien
Deutschland, Österreich,
12 Hochdeutsch indogermanisch 76 56 132
No. 26
Schweiz

Source: SIL International (2020).
Verbal Communication Elements
Introduction
Communication
Verbal
Verbal Communication
Communication
Communication
Nonverbal
Communication
Culture
Nonverbal Verbal
Stereotypes
• Languages and Varieties
Cultural Studies
• Polite forms
• Directness/Indirectness
Hall’s Studies
Vocalic/Paraverbal Nonvocalic • Explicitness/Implicitness
(Paralinguistic)
Schwartz’ Studies
GLOBE Study Body Language Material

Cultural Adaptation
(Kinesics) Artefacts
No. 27

Sapir-Whorf-Theory
Introduction Interaction between language and world view within a culture

Communication or group:
Verbal
Verbal
Communication
Communication
Nonverbal
Communication 1) Language structures or determines perception and thinking
Culture
− The structure of a language affects the ways in which its
Stereotypes
respective speakers conceptualise their world
Cultural Studies
− “An individual can only think what its language allows him”
Hall’s Studies
2) Environmental experiences structure or determine the language
Schwartz’ Studies
GLOBE Study − The ‘real world’ contributes essentially to the language habits
Cultural Adaptation
− Strong linguistic differentiation of object areas in case of high
importance
− Existence of so-called ‘linguistic blanks’ in other languages
No. 28

Examples of Sapir-Whorf-Theory (1)
 more than 5.000 potato varieties in Peru…

Introduction
papa tarmeña
papa chanchán (rosada) papa
Communication
papa amarilla peruanita
Verbal
Verbal
Communication
Communication
Nonverbal
Communication
Culture
Stereotypes
Cultural Studies papa morada

Hofstede’s Studies papa negra papa perricholi
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation papa huayro papa huamantanga

papa tomasa blanca
No. 29

Examples of Sapir-Whorf-Theory (2)
Introduction
Communication
Verbal
Verbal
 Many Arabic terms for ‘camel’, at the beginning of the 70s more than
Communication
Communication 6.000 terms, today clearly less terms owing to declined importance
Nonverbal
Communication
 Different terms for ‘Love’ in Greek language :
Culture
eros = sensual-physical love
Stereotypes philia = mental love
Cultural Studies agape = spiritual love
storge = family love
Hall’s Studies
 Different concept of „Honour“ in Turkish language:
şeref = standing in society
Schwartz’ Studies onur = own honour
GLOBE Study
saygı = respect for the elderly and the parents
sadaka/vefa = loyalty to superiors and parents
Cultural Adaptation
namus = family honour, reputation in society
No. 30

Systematic-Communicative Preferences
Introduction
 Description of application or use of language
Communication
Verbal
Verbal
Communication
Communication
Nonverbal
Systematic-Communicative Preferences by House
Communication
Culture
Directness Indirectness
Stereotypes
Cultural Studies
Hall’s Studies Explicitness Implicitness

Schwartz’ Studies
GLOBE Study
Cultural Adaptation
Ad-hoc formulation Linguistic routines
Example: Germany Examples: USA, China

No. 31

Adapted from: Schugk (2014).
Directness vs. Indirectness
Introduction
Directness scale by House and Kasper
Communication
Category Level of directness Examples
Verbal
Verbal
We don’t want any crowding (as a
Communication
Communication
1. Mild hints
Nonverbal
Hints request to move the car).
Communication
2. Strong hints You’ve left the kitchen in a right mess.
Culture
Could you clean up the kitchen, please?
Stereotypes
Conventionally 3. Query preparatory Would you mind moving your car?
indirect
Cultural Studies
4. Suggestory formulae How about cleaning up?
I want you to move your car.
5. Want statement
Hall’s Studies I would like you to clean the kitchen.
Trompenaars’ Studies 6. Obligation statements You’ll have to move your car.
Schwartz’ Studies
7a. Hedged performatives I would like to ask you to move your car.
GLOBE Study Impositives
I’m asking you to move your car.
Cultural Adaptation 7b. Performatives
I am asking you to clean up the kitchen.
Move your car!
8. Mood derivable
Clean up the kitchen!
No. 32

Sources: House and Kasper (1981), Schugk (2014).
Use of Directness Levels
Directness of German and Dutch Managers

Introduction
40
3. Query preparatory:
Communication
“Could you make the
Verbal
Verbal
35 contract, please?” 6. Obligation
Communication
Communication
statement:
30 “You‘ll have
Use (per cent)
Nonverbal
Communication
to make the
Culture 25 contract!”
Stereotypes
20
German
Cultural Studies
Hofstede’s Studies 15 Dutch

Hall’s Studies
10
Schwartz’ Studies 5
GLOBE Study
0
Cultural Adaptation 1 2 3 4 5 6 7 8
Directness levels
Modality markers:
 Hesitators, i.e. specific used hesitating, stuttering etc.
 Understaters, i.e. using ‘soft’ adverbs, e.g. „a little bit“, „a bit“, „a moment“
No. 33

Adapted from: Niehaus-Lohberg/Herrlitz (1994).
Examples: (In-)Directness in Germany and China
Introduction
Communication
Verbal
Verbal
Communication
Communication
Nonverbal
Communication
Culture
Stereotypes
Cultural Studies
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 34

Source: Liu (2015).
Exercise: Direct and Indirect Communication
Put the following phrases in order from “least direct” to “most indirect”.
Introduction
( You want somebody to pick up your clothes at the dry-cleaners.)
Communication
Verbal
Verbal
Communication
Communication
Nonverbal
Communication
Culture
Please pick up my clothes.
Stereotypes
Get my
Cultural Studies
clothes. Could you possibly get my clothes?
Hall’s Studies
I was wondering if you
Trompenaars’ Studies could pick up my clothes Would it bother you if I asked
Schwartz’ Studies you to pick up my clothes?
GLOBE Study Don’t you think it’s time we
Cultural Adaptation picked up my clothes? Where do you think my clothes are?
Have my clothes been picked up yet?
Also remember, the tone of voice can be determinant – the longer phrases could
No. 35
sound sarcastic and ironic and the shorter ones could be said extremely polite.
Example: British Indirect Communication
What the British say What the British mean What others understand
Introduction I disagree and do not want to discuss
I hear what you say. He accepts my point of view.
it further.
Communication
With the greatest respect… I think you are an idiot. He is listening to me.
Verbal
Verbal That’s not bad. That’s good. That’s poor.
Communication
Communication
That is a very brave proposal. You are insane. He thinks I have courage.
Nonverbal Quite good. A bit disappointing. Quite good.
Communication
Do it or be prepared to justify Think about the idea, but do what
I would suggest…
Culture yourself. you like.
Stereotypes The primary purpose of our
By the way/incidentally… That is not very important.
discussion is…
Cultural Studies
I was a bit disappointed that… I am annoyed that… It really doesn’t matter.
Hofstede’s Studies Very interesting. That is clearly nonsense. They are impressed.
Hall’s Studies
I’ll bear it in mind. I’ve forgotten it already. They will probably do it.
I’m sure it’s my fault. It’s your fault. Why do they think it was their fault?
It’s not an invitation, I’m just being
You must come for dinner sometime. I will get an invitation soon.
Schwartz’ Studies polite.
I almost agree. I don’t agree at all. He’s not far from agreement.
GLOBE Study
I only have a few minor comments. Please re-write completely. He has found a few typos.
Cultural Adaptation
Could we consider some other
I don’t like your idea. They have not yet decided.
options.
Correct me if I’m wrong. I’m right, don’t contradict me. I may be wrong, please let me know.
I’m not prepared to do that. I will never do that. He’ll do it in a day or two.
I feel sorry for him, really. I’d like to kill him. He has some sympathy for him.
No. 36 Are you sure you are right? I am convinced you’ve got it wrong! He’s almost convinced that I’m right.
Please think about that some more. It’s a bad idea: don’t do it. It’s a good idea: keep developing it.
Prof. Dr. Heiko Haase That is an original point of view. You must be crazy. They like my ideas!
Exercise: Indirect Communication
Introduction
Communication Think about how to communicate the following in an indirect form!

Verbal
Verbal
Communication
Communication 1. Saying No: In the evening, a friend asks if you could go to the supermarket
Nonverbal and buy a bread for supper. He has too much to do and doesn’t want to go for
Communication
himself. (You reject politely.)
Culture
Stereotypes 2. Criticise: A colleague doesn’t attach importance to the clothing order and
Cultural Studies
wears a polo-neck jumper instead of a shirt. (You point out his misbehaviour to
him politely.)
Hall’s Studies 3. Make a request: For dealing with an important and urgent task your fellow
Trompenaars’ Studies student promised to send you a very useful link. (You ask him to give you the
Schwartz’ Studies
link as soon as possible.)
GLOBE Study
4. Express contrary opinion: You discuss a topic with a group. The previous
Cultural Adaptation speaker who has no idea in your eyes, holds an opinion that is contradictory to
yours. (Now you explain your argument.)
No. 37

Adapted from: Assel (2009).
Examples: Explicitness vs. Implicitness (1)
Titles of movies
Introduction
Airplane (2000)
Communication
¡Aterriza como puedas! (ES) / ¿Y dónde está el piloto? (LA)
Verbal
Verbal
Communication
Communication Die unglaubliche Reise in einem verrückten Flugzeug
Nonverbal
Communication
Bridget Jones’ Diary (2001)
Culture
El diario de Bridget Jones
Stereotypes
Bridget Jones - Schokolade zum Frühstück
Cultural Studies
Groundhog Day (1993)
Hall’s Studies
El Día de la Marmota
Trompenaars’ Studies Und täglich grüßt das Murmeltier
Schwartz’ Studies
GLOBE Study
It’s Complicated (2009)
Cultural Adaptation Enamorado de mi Ex
Wenn Liebe so einfach wäre
Mrs. Doubtfire (1993)

No. 38 Papá por siempre
Mrs. Doubtfire - Das stachelige Kindermädchen
Examples: Explicitness vs. Implicitness (2)
Introduction
Communication
Bans on smoking
Verbal
Verbal
Communication
Communication
Nonverbal
Communication
Culture Zur Vermeidung von Gesundheitsschäden und unzumutbaren

Stereotypes
Belästigungen ist in den Hallen, Fluren, Treppenhäusern und
Veranstaltungsräumen dieses Gebäudes mit Ausnahme der
Cultural Studies
Cafeteria und der Eingangshalle das Rauchen untersagt!
No Smoking!
(In order to avoid damages to health and unreasonable
Hall’s Studies disturbances, smoking is forbidden in halls, corridors,
stairwells and event rooms of this building except for the
cafeteria and the entrance hall!)
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 39

Ad-hoc Formulations vs. Linguistic Routines
Introduction Bitte entschuldigen Sie

Communication
Verbal
Verbal
Communication
Communication Pardon
Nonverbal
Communication
Culture Darf ich bitte kurz stören

Stereotypes
Cultural Studies
Ich möchte nicht stören vs. Excuse me
Hall’s Studies
Trompenaars’ Studies Entschuldigen Sie die Störung

Schwartz’ Studies
GLOBE Study
Entschuldigung
Cultural Adaptation
Verzeihen Sie bitte die Störung
No. 40
Verzeihung
Culture-Specific Openings of Conversation
Introduction
Germany Formal introduction, quite immediately starting shop talk
Communication
Verbal
Verbal
Communication
Communication Finland Formal introduction, drinks, afterwards shop talk
Nonverbal
Communication
USA Relaxed introduction, small talk, drinks and

Culture
snacks, then shop talk
Stereotypes
Cultural Studies Formal introduction, 10 minutes small talk

UK about sport, weather etc., then shop talk
Hall’s Studies
Formal introduction, ca. 15 minutes small talk
Trompenaars’ Studies France
about politics, art etc., then shop talk
Schwartz’ Studies
Formal introduction, taking stipulated seats,
GLOBE Study
Japan ca. 15-20 minutes small talk, starting shop talk
Cultural Adaptation after indication by highest-ranked person
Spain / Italy ca. 20-30 minutes small

talk, starting after gradual
arrival of participants
No. 41 0 5 10 15 20 25 30
Introduction
Communication
1. Explain the interaction between language and culture!
Verbal
Verbal
Communication
Communication 2. What does the Sapir-Whorf-Theory stand for?
Nonverbal
Communication
3. Which systematic-communicative preferences come
Culture across in the intercultural communication?
Stereotypes
Cultural Studies
4. Describe the phenomena ‘Directness’ and
‘Indirectness’ for communication!
5. Explain the phenomenon ‘Explicitness’ and

Hall’s Studies
‘Implicitness’ for communication!
Schwartz’ Studies
GLOBE Study 6. What are ‘Ad-hoc formulations’?

Cultural Adaptation
7. How do openings of conversations differ in the
various cultural contexts?
No. 42

Nonverbal Communication
Introduction
Communication
Verbal
Communication
Nonverbal
Nonverbal
Communication
Communication
Culture
Stereotypes
Nonverbal communication …
Cultural Studies  happens along with verbal communication and is overwhelmingly
Hofstede’s Studies unconscious
 some elements can be controlled, some cannot
Hall’s Studies
Schwartz’ Studies  is valuated, but usually not commented

GLOBE Study
 is often ambiguous and diffuse, allowing space for interpretation
Cultural Adaptation
 is particularly relevant to show feelings, namely, something that is

difficult or impossible to express verbally
 differs considerably according to the cultural context (e.g., highly
No. 43 important in Arabic and Latin cultures)
Prof. Dr. Heiko Haase Adapted from: Heringer (2014).
Nonverbal Communication Elements
Introduction
Communication
Communication
Verbal
Communication
Nonverbal Verbal
Nonverbal
Nonverbal
Communication
Communication
Culture
Vocalic/paraverbal Nonvocalic
Stereotypes
(Paralinguistic)
Cultural Studies
• Intonation
• Accentuation
Hall’s Studies
Body Language Material Artefacts
• Volume (Kinesics)
Trompenaars’ Studies • Belonging to the physical
• Pauses • Mimic appearance
Schwartz’ Studies
• Turn-taking and • Eye contact • Taken for personal use
GLOBE Study
overlapping
Cultural Adaptation • Gesture • Used as stimuli in the
• Proxemics communication process
• Posture
• Haptic
No. 44

Critical Incident: Paralinguistic Communication
Introduction
Communication
Verbal
Communication
British employees eating at the airport cafeteria and the new Pakistani and Indian cafeteria
Nonverbal
Nonverbal
Communication
Communication
employees became angry with each other. The British employees accused the Pakistani
and Indian cafeteria workers of being rude. British English speakers would have offered
Culture gravy with rising intonation in a way that sounds to them like a question: “Gravy?” The
Stereotypes Pakistani and Indian women, however, following their own cultural convention offered the
gravy with falling intonation. This sounded to the British English speakers like a statement:
Cultural Studies
“Gravy” or “This is gravy,” although the Pakistani and Indian women intended to be politely
Hofstede’s Studies offering the gravy.
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 45

Adapted from: Gumperz (1982).
Paralinguistic Communication (1)
Intonation:
- Voice variation
Introduction
Communication
Verbal
Communication
Germanic
Nonverbal
Nonverbal
Communication
Communication
Culture
Romance
Stereotypes
Cultural Studies
Hofstede’s Studies Sino-Tibetan

Hall’s Studies
Schwartz’ Studies - E.g.: German language
GLOBE Study
Cultural Adaptation
Question Statement Command

 Sentence intonation matters, so that statements can even be
No. 46
interpreted as questions or commands
Source: Heringer (2014).
Introduction
Communication Accentuation:
Verbal
Communication − (lat.) accentus = sound, tone, accentuation
Nonverbal
Nonverbal
Communication
Communication
− Contrastive highlighting of important communicative parts when
speaking
Culture
Stereotypes
Cultural Studies Volume (of the spoken word):

Hofstede’s Studies − Cultural differences in loudness (Asia < Europe <
Hall’s Studies Arabia/Africa/Latin America)
− Loudness in Europe is sometimes interpreted as impolite and
Schwartz’ Studies offensive
GLOBE Study
− Loudness as an instrument of role change from recipient to
Cultural Adaptation
communicator, also as a sign of interest and emotional
engagement (e.g. in Arabian and African cultures)
No. 47

Introduction
Communication Pauses, turn-taking and overlapping

Verbal
Communication
− Long pauses in certain cultures and languages (e.g. Finland)
Nonverbal
Nonverbal − Interruptions are in some cultures seen as impolite (e.g. Germany),
Communication
in other cultures as a sign of interest and enthusiasm (e.g. Latin
Communication
Culture
languages)
Stereotypes
− Turn-taking in German language only at end of a sentence (as
verbs are an important information medium are placed at end of
Cultural Studies
sentence), in other cultures (e.g. Latin languages) already in middle
Hall’s Studies
of a sentence
− Number of words and talkativeness is culturally conditioned (e.g.
Schwartz’ Studies
rather low in Japan and Finland)
GLOBE Study
− Silence and pauses in conversations have different meanings (e.g.
more negative in North America, Germany, South Europe, Arabia,
Cultural Adaptation
more positive in China, Japan and Finland)
No. 48

Mimic and Eye Contact
 Mimic as description of processes in the area of the face, e.g. cry,

Introduction
laugh etc.
Communication
 Culture-specific meaning of mimic
Verbal
Communication
 E.g. ‘smile’
Nonverbal
Nonverbal
Communication
Communication − Western countries: (in principle) association with joke, happiness
Culture and good mood
Stereotypes − Asia: apology, clarification of misunderstanding, sign of confusion,
Cultural Studies insecurity or embarrassment, possibility to avoid loss of face in
Hofstede’s Studies awkward situations
Hall’s Studies − Russia: “Smile for no reason is a sign of mental confusion”, a
Trompenaars’ Studies laughter has actually to come from the heart
Schwartz’ Studies Adapted from: Schugk (2014).
E.g. ‘Eye contact’ (frequency, duration and intensity)

GLOBE Study

Cultural Adaptation
− Western countries: Looking into the eyes of the conversation partner
− Japan: Looking at the nose of the conversation partner
 E.g. ‘closed eyes’
No. 49 − Western countries: tiredness, absent-mindedness
Prof. Dr. Heiko Haase − Asia: concentration or attention to a speech
Gestures
Introduction
Communication
 Intentional movements of arms, hands, fingers and the head for
Verbal
communicational purposes
Communication
Nonverbal
Nonverbal
 Vast intercultural differences!
Communication
Communication
Culture
 E.g. ‘Yes’ vs. ‘No’: nod (of the head) may also mean ‘No’,
depending on speed and intensity
Stereotypes
Cultural Studies Source: Heringer (2012, 2014).
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 50

Examples: Gestures
Introduction
Communication
Verbal
Communication
Nonverbal
Nonverbal
Communication
Communication
Culture
Stereotypes
Cultural Studies
Hall’s Studies
Schwartz’ Studies
GLOBE Study
1) OK (USA); zero or rather “You are null and void” (France), money (Japan), “I’ll kill
Cultural Adaptation
you” (Tunisia), insulting anal gesture (Greece, Latin countries)
2) Two, victory (Germany, Great Britain), insulting sexual gesture (Great Britain)
3) “Goodbye” (Greek, Italy), “Come here” (Germany, USA)
No. 51 4) “Good” (Germany, Brazil), insulting sexual gesture (Australia, Nigeria)

Examples: Counting with Hands
Introduction UK, USA

Communication
Verbal
Communication
Nonverbal
Nonverbal
Communication
Communication
Culture
Stereotypes
Cultural Studies China

Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
Japan
No. 52

Proxemics (1)
Introduction
 (lat.) proximus = the nearest, closest
Communication
Verbal  Use of space within interpersonal communication  ‘space language’

Communication
Nonverbal
Nonverbal  Signals that individuals exchange through adopting a certain distance
Communication
Communication
between each other
Culture
Stereotypes
 “… the interrelated observations and theories of humans use of space
Cultural Studies
as a specialized elaboration of culture.“ (Hall, 1966)
Hall’s Studies
 Interpersonal distance categories (Hall, 1966):
Schwartz’ Studies − Intimate distance: up to 45 cm (for embracing, touching or whispering)

GLOBE Study
− Personal distance: 45 to 120 cm (for interactions among good friends or family)
Cultural Adaptation
− Social distance: 120 to 360 cm (for interactions among acquaintances)
− Public distance: from 360 cm (used for public speaking)
No. 53

Proxemics (2)
Introduction
Proxemics depends on type, situation and culture
Communication
Verbal  High intercultural differences of interpersonal distance (Latin

Communication
America/Arabia < Europe < USA (arm length) < Japan, China)
Nonverbal
Nonverbal
Communication
Communication
 Relevance for seating arrangements (e.g. USA: aprox. 1,5 meter)
Culture
Stereotypes
 Body orientation (e.g. Germany: frontal facing, Great Britain: shoulder
Cultural Studies
to shoulder in 110° degree)
Hall’s Studies
Schwartz’ Studies low high

GLOBE Study ‘informal ‘informal
Cultural Adaptation space’ space’
Indian and South South North

Arab Asian
Pakistani European American European
No. 54 Source: Watson (1970).

Posture
Introduction
Communication
Verbal
Communication
Nonverbal
Nonverbal
Communication
Communication
Culture
Stereotypes
Cultural Studies
Hall’s Studies
Schwartz’ Studies
GLOBE Study Forms of Japanese Bowing

Cultural Adaptation 1) 15 degree-bow: encouraging the customer to go on rummaging
2) 30 degree-bow: well-bred greeting to customers
3) 45 degree-bow: saying goodbye to customers (also without
making a deal)
No. 55 4) 90 degree-bow: gesture of subordination
Source: Zoske (2004).
Haptic Communication
Introduction
 Touching communication and behaviour
Communication  Body contact is associated with entering the
Verbal
Communication
personal or intimate space
Nonverbal
Nonverbal
Communication
Communication
Frequency of body contact of persons in a café
Culture
Stereotypes
Cultural Studies
City (country) Frequency of body
contacts
Hall’s Studies
San Juan (Puerto Rico) 180
Schwartz’ Studies
Paris (France) 110
GLOBE Study
Cultural Adaptation Gainsesville (Florida / USA) 2
London (Great Britain) 0
No. 56

Source: Kroeber-Riel/Weinberg (2003).
Comparison of Nonverbal Communication Patterns
Introduction
Communication
Verbal
Communication Behaviour Japanese US-American Brazilian
Nonverbal
Nonverbal
Communication
Communication
Culture Silent periods (number of periods

of more than 10 seconds during 5,5 3,5 0
Stereotypes
30 minutes)
Cultural Studies
Direct eye contact (in minutes 1,3 3,3 5,3
Hall’s Studies
during a period of 10 minutes)
Schwartz’ Studies
GLOBE Study
Touches (during 30 minutes, 0 0 4,7
without handshaking)
Cultural Adaptation
No. 57

Source: Rentzsch (1999).
Introduction
Communication
Verbal
1. Please refer to the relevance of nonverbal communication in the
Communication
intercultural context!
Nonverbal
Nonverbal
Communication
Communication
Culture
2. Classify and characterize the types of nonverbal communication?
Stereotypes
Cultural Studies
3. Which are the characteristics in paralinguistic communication?
Hall’s Studies
4. What do the terms ‘Proxemics’ and ‘Haptic communication’ stand for?
5. In which way are material artefacts important for communication?
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 58

Concepts and Models of Culture
Culture is …
(1) The care of soul, mind, body (cultura animi)
Introduction
(2) The care of the earth and the soil (agriculture)
Communication
(3) The care of transcendent relations (cultura Dei)
Verbal
Communication
(4) The care of (inter-)personal relations (civilitas, urbanitas)
Source: Bolten (2007).
Nonverbal
Communication
Culture
Culture
“That whole complex which includes knowledge, beliefs, art, morals,
law, customs, and any other capabilities and habits acquired by man as
Stereotypes
a member of society”
Cultural Studies
Source: Tylor (1871).
Hall’s Studies
“Transmitted patterns of values, ideas and other symbolic systems that
shape behaviour“
Schwartz’ Studies
Source: Krober/Kluckhohn (1952).
GLOBE Study
Cultural Adaptation
“Values, beliefs and expectations that members come to share”
Source: van Maanen/Schein (1979).
“The collective programming of the mind that distinguishes the

No. 59
members of one group or category of people from others”
Prof. Dr. Heiko Haase Source: Hofstede (1993).
Culture as an Iceberg
Introduction
artefacts visible, conscious
music rituals
Communication culture: perceptas
Verbal
Communication
tradition symbols architecture (superficial structure)
Nonverbal
Communication
food art clothing language literature
Culture
Culture
Stereotypes
Cultural Studies
Hall’s Studies group standards performance motivation

opinions relations
attitudes
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
values duties invisible,
way of thinking unconscious
feelings culture:
basic assumptions conceptas
norms
(deep structure)
No. 60

Adapted from: Perlitz (2004).
Definition of Culture by Hofstede
Culture can be understood as…

Introduction
“Culture [...] is always a collective phenomenon, because it is at least
Communication
partly shared with people who live or lived within the same social
Verbal
Communication environment, which is where it was learned. It is the collective
Nonverbal
programming of the mind which distinguishes the members of one
Communication
group or category of people from another.”
Culture
Culture
Stereotypes
Cultural Studies
Hofstede’s Studies individual specific level Perso- experienced and

Hall’s Studies
nality learned
group or category
Schwartz’ Studies
Culture learned
GLOBE Study
specific level
Cultural Adaptation
universal Human nature inherited

level
No. 61

Source: Hofstede (1997).
Definition of Culture by Trompenaars
Culture is a dynamic process of solving human
problems/dilemmas in the fields of
− Human relations
Introduction
Communication
− Time
Verbal
Communication
− Nature
Nonverbal
Communication
Culture = language, food, architecture, music, clothes,
Culture
Culture literature, climate, noise, body contact etc.
Stereotypes
Cultural Studies ‘Onion Model’:

Explicit culture (objects and
Hall’s Studies
products)
Schwartz’ Studies Values (good/bad)

GLOBE Study and norms
Cultural Adaptation (right/wrong)
Implicit culture (fundamental

suppositions about the
No. 62 existence)

Source: Trompenaars (1993).
Origin and Development of Cultures
Introduction
Origin
Communication
Geography
Verbal
Communication (Climate, Topography, Microbiology)
Nonverbal
Communication
Culture
Culture History
Stereotypes
Cultural Studies
Technology, Politics, Economy
Hall’s Studies
social Institutions
(Family, Religion, School, Media, Government, Enterprises etc.)
Schwartz’ Studies
GLOBE Study
Sociali-
sation
Cultural Adaptation
Imitation
Human
National Culture
No. 63
Beings

Adapted from: Cateora et al. (2011).
Functions of Culture
Introduction
Communication
Holistic: Culture is the die collective shared cognitive infrastructure,
serves as system for identification and orientation, can be divided
Verbal
Communication
Nonverbal into subsystems.

Communication
Culture
Culture
Stereotypes
Learnable: In order to get integrated and accepted as member of a
cultural group, an individual must go though a learning process.
Cultural Studies
Hall’s Studies
Dynamic: Four main mechanisms can cause a change of a culture:
technological inventions, disasters, culture contact and
environmental factors.
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
Ruling: Culture influences all aspects of our live and sets standards
for communication, perception, thinking, judging and acting.
No. 64

Adapted from: Chen und Starosta (1998).
Mutual Perception of Intercultural Distances
Introduction Example:
Finland While the distance between
Communication
Verbal
South Korean managers and
Communication
Germany is 77 % of the
Nonverbal
Communication
objective distance, the
272 distance between German and
Culture
Culture
South Korean managers is 119
Stereotypes
% of the objective distance.
Cultural Studies
Hall’s Studies
104
Schwartz’ Studies
77 48 77 119
GLOBE Study
Japan Germany South
Cultural Adaptation
Korea
52
95
No. 65 South
Africa
Example: Learning Types
Introduction How do I learn to use my smartphone?

Communication
Verbal
Communication
Nonverbal
Communication
Culture
Culture
Stereotypes
Cultural Studies
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 66

Source: Siemens AG (2001).
Critical Incident: Job Interview
Introduction
Communication
Verbal The following job interview between a Western employer and a Korean applicant was
Communication
recorded:
Nonverbal
Communication Employer: Are you confident in performing the duties of a file clerk?
Culture
Culture Korean: Yes, I am. I have a B.A. degree from Seoul University. My family is known to be
good one, and I have been getting whatever I want from everybody.
Stereotypes
Employer: But have you ever worked in a filing department in any company?
Cultural Studies
Korean: Yes, I can. I can type, drive and have a B.A. degree from the best university in
Korea.
Hall’s Studies
Employer: Can you order things alphabetically?
Trompenaars’ Studies Korean: I learned English for six years in high school and four years at college. I used to be
Schwartz’ Studies the best student in those days.
GLOBE Study
Cultural Adaptation
No. 67

Source: Park (1990).
Cultural Standards
Introduction
…all types of perception, thinking, evaluating and acting within a
culture that are considered normal, natural, typical and binding
Communication
Verbal
Communication
Germany USA China
Nonverbal
Communication • Interpersonal distance • Saving face
• Individualism
Culture
Culture • Directness of • Bureaucracy
interpersonal • Equality of opportunity
Stereotypes
• Performance • ‘Danwei’ (social unity)
communication
Cultural Studies orientation • ‘Guanxi’ (social system
• Formality and rule of relations)
Hofstede’s Studies orientation • Interpersonal
accessibility • Social harmony
Hall’s Studies • Hierarchy- und
authority orientation • Intrapersonal • Humour
• Need of organisation reservedness • Use of tactics/haggle

Schwartz’ Studies
• Fulfilment of one’s • Patriotism • Separation of working
GLOBE Study
duty • Mobility and private area
Cultural Adaptation
• Personal property • Hierarchy orientation
• Delimited private • National pride
sphere
No. 68
Cultural Standards  Stereotypes

Adapted from: Thomas (1991), Markowsky/Thomas (1995), Kutschker/Schmid (2006).
Introduction
Communication
Verbal 1. How can the term ‘Culture’ be understood?

Communication
2. What characterises culture according to Hofstede?

Nonverbal
Communication
Culture
Culture
Stereotypes 3. What characterises culture according to Trompenaars?

Cultural Studies
Hofstede’s Studies 4. Which factors influence the development of cultures?

Hall’s Studies
5. Which functions does culture have within the realms of
Schwartz’ Studies
interpersonal relations?
GLOBE Study
Cultural Adaptation
No. 69

Stereotypes
Introduction Stereotype: stereós (Greek) = firm, defined, spatial; týpos (Greek) = -like)
Communication
Verbal
Stereotype Ethnocentrism
Communication
Definition: overgeneralised and ethno (Greek) = nation
Nonverbal
Communication oversimplified categorisation of a Definition: belief in the inherent
Culture
group of people superiority of the own group or
Stereotypes
Stereotypes
− Heterostereotypes: images about culture, combined with a feeling of
other cultures contempt towards other groups or
Cultural Studies
− Autostereotypes: images about cultures
own culture
Hall’s Studies
Trompenaars’ Studies  Members of a culture take their

Schwartz’ Studies
 Reduction of cultural complexity own cultural standards as basis for
GLOBE Study
 Characterisation of others by the interpretation and judgment of
first impression other groups or cultures
Cultural Adaptation
 Use of some characteristics for the  Unconscious tendency of larger
whole group groups or cultures to consider their
 Every member is treated the same customs and norms as superior
No. 70

Adapted from: Chen und Starosta (1998).
Stereotypes about Germans
Deutsche sind direkt. Deutsche lieben

Introduction
Ordnung, sind
Communication
organisiert und
Verbal Deutsche haben halten sich an
Communication
keinen Humor. Regeln.
Nonverbal
Communication
Culture
Stereotypes
Stereotypes Deutsche lieben
Cultural Studies Perfektion und
Hofstede’s Studies Pünktlichkeit.
Hall’s Studies
Deutsche
ernähren sich von
Schwartz’ Studies
Deutsche lieben
GLOBE Study
Bratwurst, Bier
Fußball und Autos.
Cultural Adaptation
und Kartoffeln.
No. 71

Example: Stereotypes in the European Union
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Stereotypes
Stereotypes
Cultural Studies
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 72

Example: Mapping Stereotypes in Europe
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Stereotypes
Stereotypes
Cultural Studies
Hall’s Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 73

Quelle: Tsvetkov et al. (2018).
Example: Stereotypes in the German-Chinese Context
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
Culture
German Chinese
Stereotypes
Stereotypes
Self-image: Self-image:
Cultural Studies
Helper pose with Cultural superiority
Hofstede’s Studies orientation of profit
Hall’s Studies
Trompenaars’ Studies Image of foreigner: Image of foreigner:

Schwartz’ Studies Mysterious, Primitive Barbarian, to
unapproachable, be wary of and who can
GLOBE Study
reserved be outwitted
Cultural Adaptation
Suspected image of Suspected image of
foreigner: foreigner:
Teacher-student-relation Poor, uneducated
with orientation of Chinese, who can be
obedience and gratitude exploited to maximise
No. 74 profit

Source: Thomas (2005).
Dimensions of Stereotypes
Introduction
1) Direction:
Communication
− Positive / negative valuation of qualities
Verbal
Communication
− E.g. “Americans are hard working”, “Americans are slapdash” or
“Finns are hospitable”
Nonverbal
Communication
Culture 2) Intensity:
Stereotypes
Stereotypes − Varying intensity of the real content of a stereotype
Cultural Studies − E.g. “Cubans are very musical”, “Los españoles viven la noche”
Hall’s Studies 3) Correctness:

− Level of trueness of a stereotype
Schwartz’ Studies
− E.g. core of truth (e.g. “British politeness”) or for the most part
correct (e.g. “business culture USA”)
GLOBE Study
Cultural Adaptation
4) Content:
− Different heterostereotypes according to the considered culture
No. 75

Example: Influence of Stereotypes on Sales
Introduction
Communication
 VW Sharan, Ford Galaxy and Seat Alhambra produced since 1995
Verbal
Communication
 Almost identical minivan, hardly differences in price
Nonverbal
Communication
 Completely different sales figures in Germany:
Culture
VW Sharan Ford Galaxy Seat Alhambra
Stereotypes
Stereotypes
1997 29.913 16.733 3.436
Cultural Studies
2003 22.171 13.968 7.055
Hall’s Studies
Source: Kfz-Bundesamt Flensburg (2003).
Schwartz’ Studies
 Opposite situation in Great Britain, where Ford is dominant
GLOBE Study  All three vehicle types were produced in the factory AutoEuropa in
Cultural Adaptation Portugal, in the final stage of cooperation the Ford Galaxy even in
paid labour of VW
No. 76

Source: Bolten (2007).
Example: Stereotypes in Advertising
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Stereotypes
Stereotypes
Source: Elsdorfer Molkerei (2018).

Cultural Studies
Hall’s Studies
Schwartz’ Studies Source: Germanwings (2005).
GLOBE Study
Cultural Adaptation
No. 77
Source: Ricola (2017).

Introduction
Communication
Verbal
Communication 1. How are ‘Stereotypes’ defined?
Nonverbal
Communication
Culture
2. What is the difference between heterostereotypes
and autostereotypes?
Stereotypes
Stereotypes
Cultural Studies
3. What is the meaning of the term ‘Ethnocentrism’?
Hall’s Studies
4. How can stereotypes affect the intercultural
communication?
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 78

Comparative Cultural Studies
Introduction
Communication
Quantitative
Verbal Hofstede (1997, 2001,
Communication
2010)
Nonverbal
Communication
Trompenaars (1993, 2012) …
Schwartz (1999)
Culture
GLOBE-Studie (2004)
Stereotypes Research
Cultural Studies
Cultural Studies method
Hofstede’s Studies Qualitative
Hall’s Studies Hall (1976, 1983) …
Schwartz’ Studies
GLOBE Study
Cultural Adaptation Different Individual

countries countries
Subject of examination
No. 79

Content, Objectives and Limitations
Rationale and Content: Intensity

Differences in the mean of
Introduction  Defined basic problems of a culture particular cultural phenomena
Communication between two extremes
Verbal
 Characterisation, schematisation and
Communication
delimitation of cultural thought patterns
Nonverbal  Reflection of fundamental areas of Culture A Culture B
Communication
potential cultural differences
Culture
Stereotypes μA μB Cultural
Objective and Sense: Phenomenon
Cultural Studies
Cultural Studies
 Sensitisation for cultural differences and similarities
 Orientation in intercultural interactions
Hall’s Studies
 Fast ‘cultural overview’ about a group
 Basis for self-reflection and awareness of others
Schwartz’ Studies
GLOBE Study
Limits and Threats:
Cultural Adaptation
 Danger of unconscious stereotyping
 Construction of a unreal cultural homogeneity
 Concentration on separating differences (the ‘Foreign’)
 Static image of a culture
No. 80  No description of individual behaviour
Adapted from: Hofstede (2001), Trompenaars/Hampden-Turner (2012),
Prof. Dr. Heiko Haase Treichel (2009), Fischer/Furrer-Küttel (2009).
Comparison of Cultural Dimensions
Kluckhohn/ Hofstede
Hall Adler Trompenaars Schwartz Globe
Introduction Strodtbeck (1983, 1993,
(1976, 1983) (1986) (1993, 2012) (1999) (2004)
(1973) 2010)
Communication institutioneller
Kontextgebundenheit Individualismus vs.
Linearität vs. Individualismus vs. Individualismus vs. Einbettung vs. Kollektivismus
vs. Kontext- Kollektivismus
Reference of Individualismus Kollektivismus Kollektivismus Autonomie (Institutional collectivism)
ungebundenheit (Personal relationship:
Verbal identity (Linealty vs. (Individualism vs. (Individualism vs. (Embeddedness vs. Intra-Gruppen
(High context vs. low individualism or
Communication individualism) collectivism) communitarianism) autonomy) Kollektivismus
context cultures) collectivism)
(In-group collectivism)
Universalismus vs. Hierarchie vs.
Nonverbal Hierarchical Machtdistanz Partikularismus Gleichheit Machtdistanz
Communication
relations (Power distance) (Universalism vs. (Hierarchy vs. (Power distance)
particularism) egalitarianism)
Culture Dealing with
Unsicherheits- Unsicherheits-
novel,
vermeidung vermeidung
unstructured
Stereotypes (Uncertainty avoidance) (Uncertainty avoidance)
situations
Geschlechtergleichheit
Cultural Studies
Cultural Studies (Gender egalitarianism)
Maskulinität vs.
Gender roles Neutralität vs. Durchsetzungsfähigkeit/
Femininität
and social Emotionalität Bestimmtheit
Hofstede’s Studies (Masculinity vs.
(Neutral vs. emotional) (Assertiveness)
behaviour femininity)
Humanorientierung
Hall’s Studies (Humane orientation)
monochrone vs. Sequenziell vs.
Understan- polychrone Kulturen synchron
Trompenaars’ Studies ding of time (Monochronic vs. (Sequential vs.
polychronic cultures) synchronous)
Vergangenheits-,
Schwartz’ Studies Langfrist- vs.
Vergangenheit vs. Gegenwarts- und
Time Kurzfristorientierung Zukunftsorientierung
Zukunft Zukunftsorientierung
orientation (Long-term vs. short- (Future orientation)
GLOBE Study (Past vs. future)
term orientation)
(Time: past, present, or
future)
öffentlicher vs. privater
Cultural Adaptation Space Raumorientierung Raum
orientation (Proxemics) (Space: public or
private)
Sein oder Tun Leistung vs. Herkunft Leistungsorientierung
Performance Sein vs. Handeln
(Activity: doing or (Achievement vs. (Performance
orientation (Being vs. doing)
being) ascription) orientation)
Unterordnung vs. Bedürfnisbefriedigung/
Überlegenheit vs.
Dominanz Genuss vs. Beziehung zur Umwelt Einstellung zur Umwelt
Fate Harmonie
(Subjugation to nature Einschränkung (People’s relationship (Internal vs. outer
orientation vs. mastery over (Indulgence vs. to their world) direction)
(Mastery vs.
harmony)
No. 81 nature) restraint)
Spezifizität vs.
Areas of life Diffusheit
(Specific vs. diffuse)
Classification of Cultural Spheres
Introduction
Near Eastern Nordic
Communication
Verbal
Turkey Finland
Communication Arab Norway Germanic
Bahrain Iran Denmark
Nonverbal Austria
Communication Abu-Dhabi Greece Sweden
UAE Germany
Culture Saudi Arabia
Kuwait Switzerland
Stereotypes Oman
Cultural Studies
Cultural Studies Singapore Malaysia United States
Far Eastern Hong Kong Canada
Hofstede’s Studies Anglo
Philippines Argentine New Zealand
Hall’s Studies South Korea France United Kingdom
Indonesia Venezuela
Trompenaars’ Studies Ireland
Taiwan Chile Belgium
Mexico South Africa
Schwartz’ Studies
Thailand
Latin America Latin European
GLOBE Study
Peru Italy Spain
Cultural Adaptation
Brazil Columbia Portugal Israel
Japan India
Independent
No. 82

Source: House et al. (2004).
Introduction
Communication
Verbal 1. Describe objectives and contents of comparative cultural

Communication
studies!
Nonverbal
Communication
Culture 2. Which key categories were found in order to classify cultures?

Stereotypes
Cultural Studies
Cultural Studies
3. What are the limitations and threats of comparative cultural
studies!
Hall’s Studies
4. Which main cultural spheres were identified by cultural
studies?
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 83

Comparative Cultural Studies by Hofstede
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Stereotypes
Cultural Studies Gerard Hendrik (Geert) Hofstede

Dutch social and organisational researcher (* 1928)
Hall’s Studies
Most famous study of intercultural comparative research
Trompenaars’ Studies Data based on studies at IBM from 1967 to 1972, more
Schwartz’ Studies
than 50 countries were examined
GLOBE Study Six cultural dimensions:
Cultural Adaptation  Power distance (or rather acceptance of power differences)
 Individualism vs. collectivism
 Uncertainty avoidance
 Masculinity vs. femininity
No. 84
 Long-term vs. short-term orientation (added in 1985)
Prof. Dr. Heiko Haase  Indulgence vs. restraint (added in 2010)
Country Indices by Hofstede
Power Individualism Uncertainty Long-term vs.

Introduction Masculinity Indulgence
Distance vs. Avoidance Short-term
Country vs. Femininity vs. Restraint
Index Collectivism Index Orientation
Communication MAS IVR
PDI IDV UAI LTO
Verbal
Communication Africa East 64 27 41 52 32 40
Africa West 77 20 46 54 9 78
Nonverbal
Communication
Arab countries 80 38 53 68 23 34
Australia 36 90 61 51 21 71
Culture Austria 11 55 79 70 60 63
Brazil 69 38 49 76 44 59
Stereotypes Chile 63 23 28 86 31 68
China 80 20 66 30 87 24
Cultural Studies France 68 71 43 86 63 48
Germany (West) 35 67 66 65 83 40
Great Britain 35 89 66 35 51 69
Hall’s Studies
Greece 60 35 57 112 45 50
Iran 58 41 43 59 14 40
Trompenaars’ Studies Italy 50 76 70 75 61 30
India 77 48 56 40 51 26
Schwartz’ Studies Japan 54 46 95 92 88 42
Mexico 81 30 69 82 24 97
GLOBE Study
Netherlands 38 80 14 53 67 68
Norway 31 69 8 50 35 55
Cultural Adaptation
Pakistan 55 14 50 70 50 0
Romania 90 30 42 90 52 20
Russia 93 39 36 95 81 20
Switzerland 34 68 70 58 74 66
Spain 57 51 42 86 48 44
Turkey 66 37 45 85 46 49
U.S.A. 40 91 62 46 26 68
No. 85
Scale from 1 to 120, bold = high values, complete list of indices available at:
https://geerthofstede.com/research-and-vsm/dimension-data-matrix/
Power Distance
Introduction Power distance (tolerance or acceptance of power difference) is the

Communication degree at which less powerful members of institutions and
Verbal
organisations in a country expect and accept the unequal division of
Communication
power
Nonverbal
Communication
Culture
 Characterisation of a culture treating with power differences,
Stereotypes inequality and authority
Cultural Studies
 High PDI: low participation of subordinates in decision-making
Hofstede’s Studies (authoritarian management style)
Low PDI: high integration of hierarchical subordinates in decision-
Hall’s Studies

making (cooperative management style)
Schwartz’ Studies
 E.g. high PDI: many Central and South American, Asian and
Arabian countries
GLOBE Study
Cultural Adaptation
 E.g. low PDI: most Central European and Anglo-Saxon countries
(exception France with relatively PDI)
No. 86

Critical Incident: Jean-Baptiste Bernadotte
Introduction
Communication
Verbal
Communication
Nonverbal What do you think is happening here?

Communication
Back in 1908 Sweden had a problem. King Gustav IV was so incompetent that Parliament
Culture had him removed und began looking for an outside candidate to take over. Someone
Stereotypes suggested one of Napoleon’s generals, Jean-Baptiste Bernadotte, a brilliant strategist who
enjoyed the privileges of power.
Cultural Studies
Upon being crowned, Bernadotte addressed Parliament in Swedish. Unfortunately, his
command of the language was lamentable; some members laughed out loud. The new king
Hall’s Studies was so upset he never spoke a word of Swedish again. Despite this, he ruled for the next 35
years and was adored by the Swedish people.
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 87

Adapted from: Schmidt (2007).
Examples: Power Distance
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
High power distance Low power distance
Culture  France, e.g. scandal regarding  USA, e.g. scandal
Stereotypes former president Francois Mitterand concerning former president Bill
Cultural Studies
because of illegitimate daughter, Clinton because of sexual
discreet treatment in the media relation to a trainee, extreme
examination of this case in the
Hall’s Studies  ‘Untouchability’ of person in high media (e.g. ‘cigar’)
positions or functions
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 88

Individualism vs. Collectivism
Introduction
Individualism in a society refers to loose social relations between individuals
Communication
and the expectation that everyone cares for his/herself and his/her family.
 Responsibility of the individual for his/herself and the own family
Verbal
Communication  Accentuation of personal responsibility, independence, self-confidence and
Nonverbal self-realisation
Communication
 Task fulfilment in business is more important than interpersonal relations (e.g.
Culture
Adam Smith)
Stereotypes  More loose interpersonal relations
Cultural Studies  E.g. high IDV: USA, Australia, UK, Canada (Anglo-Saxon countries)
Hall’s Studies
Collectivism refers to societies in which an individual is integrated into
strong, ‘closed’ groups that protect him/her for the entire life and expect
unconditional loyalty.
Schwartz’ Studies
 Lifelong integration in so-called ‘In-groups’ (e.g. large family)
GLOBE Study
 Expectation of loyalty towards group
Cultural Adaptation
 Subordination of individual interests
 Interpersonal relations in business as important as task fulfilment
 E.g. low IDV: many Central and South American as well as Asian countries
(exception: Japan)
No. 89

Examples: Individualism
 Verbal communication in high IDV countries plays an important

Introduction
role, silence is seen as abnormal or suspect
Communication
Verbal
Communication
Nonverbal
Communication  Leaving out of pronoun for first person singular (examination of 39
Culture languages in 71 countries)
Stereotypes − E.g. ‘ich’ in German or ‘I’ (capital letter!) in English vs. ‘yo’ in
Cultural Studies Spanish or ‘ben’ in Turkish
Hofstede’s Studies − Strong negative correlation between leaving out of pronoun of
Hall’s Studies first person singular and high IDV
Trompenaars’ Studies Source: Kashima/Kashima (1998).
Schwartz’ Studies
 IDV correlates with economic development (data from 1960-1995)
GLOBE Study
Source: Gorodnichenko/Roland 2011).
Cultural Adaptation
 High PDI correlates with low IDV = collectivism (exception: France

and Belgium, here correlation with high IDV)
No. 90

Business Suggestions
Introduction
Communication
Collectivist cultures Individualist cultures
Verbal
Communication Be patient, things take time Accept individual responsibilities
Nonverbal
Communication Work within the group Give praise for top performance
Culture
Don’t expect immediate feedback Stimulate individual initiative within the
Stereotypes team
Cultural Studies
Allow people to discuss new Promote yourself
information
Hall’s Studies
Trompenaars’ Studies Get support of key members Act quickly following an agreement
Schwartz’ Studies
(integrate)
GLOBE Study
Avoid singling out individuals Don’t rely on others
Cultural Adaptation
Praise the group Recognise individual contributions
Do not push for decisions on the spot Make decisions quickly
No. 91

Exercise: Individualism or Collectivism?
1. People respect and uphold traditions

Introduction
Communication 2. People receive bonuses based on sales

Verbal
Communication 3. Interdepartmental rivalry is strong
Nonverbal
Communication
4. Employee-of-the-month certificates are offered
Culture 5. Over a dozen clauses and amendments are part of a standard sales contract
Stereotypes
6. People change the company they work for every three years on average
Cultural Studies
7. It’s best to let out your feelings and clear the air
Hall’s Studies 8. People dream of being stars – uniquely successful
9. It’s most important to save face in all situations
Schwartz’ Studies
GLOBE Study
10. Mothers ask their two-year-olds what they want to eat
Cultural Adaptation 11. Self-help books are bestsellers
12. Consensus between industry, unions and the state is normal
13. Marriages are arranged by the family
No. 92 14. Opinions are decided by the group

Uncertainty Avoidance
Introduction
Communication Uncertainty avoidance is the degree at which members of a

Verbal culture feel threatened by uncertain or unknown situations.
Communication
Nonverbal
Communication
Culture  High UAI: overcoming of uncertainty through rules and guidelines,

techniques and precaution (e.g. code law)
Stereotypes
Cultural Studies  Low UAI: acceptance of ‘disordered’ situations

 UAI may be quite different even within a regions
Hall’s Studies
 E.g. low UAI: Asia, Africa, Anglo-Saxon and North European countries
Schwartz’ Studies  E.g. high UAI: Latin America, South-European countries, but also Japan,
GLOBE Study
Germany, Austria, Italy (influence of world wars)
Cultural Adaptation
No. 93

Examples: Uncertainty Avoidance
Introduction
 Pronoun for second person singular or plural
(examination of 39 languages in 71 countries):
Communication
Verbal
− E.g. ‘you’ in English vs. ‘tu’ or ‘vous’ in French
Communication
− Positive correlation between using different pronouns
for second person singular or plural and UAI in order
Nonverbal
Communication
Culture to avoid of wrong addressees

Stereotypes Source: Kashima/Kashima (1998).
Cultural Studies
 In the EU, quality of potable water has considerably

Hall’s Studies
improved over the last decades
 However, the consumption of mineral water varies
drastically:
Schwartz’ Studies
GLOBE Study
− In Belgium (high UAI), consumption is ten times than
Cultural Adaptation
in the UK and six times higher than in the Netherlands
− Also in Germany consumption is on a high level
− Use of mineral water is evidently seen as an
No. 94
‘investment’ in health
Source: de Mooij/Hofstede (2002).
Exercise: High or Low Uncertainty Avoidance?
1. Well, let’s just agree to disagree; there’s room for more than one approach
Introduction
Communication
2. We need to spell things out clearly: who’s responsible if this goes wrong?
Verbal
3. Janet doesn’t like to stay in one place – she changes jobs at least once a year
Communication
4. Pierre always keeps his emotions under control
Nonverbal
Communication 5. You never know when Jürgen is going to blow up
Culture 6. The Board of Directors insists that we bring in experts to make sure we’ve made
Stereotypes the right decision
Cultural Studies 7. People that elect a former body-builder and movie star as their governor isn’t too
worried about risks
Hall’s Studies 8. Students expect teachers to be experts in their field of study
Trompenaars’ Studies 9. Watanabe was made department head because he’s the best at what we do
Schwartz’ Studies 10. The company doesn’t like executives who are overly willing to blend the rules
GLOBE Study 11. Mark is our most creative person; the trouble is he always forgets his
Cultural Adaptation appointments
12. The British have great admiration for eccentric people
13. I make good common sense decisions – I don’t need an expert to tell me how to
act
No. 95 14. Susan always has a neat desk, never a pencil out of place

Masculinity vs. Femininity
Introduction
Masculinity stands for cultures in which ‘male’ characteristics are
Communication
dominating. Gender roles are determined and clearly differentiated.
Verbal
Communication  Accentuation of value concepts such as goal-, profit- and competitor-
Nonverbal orientation, task accomplishment, recognition, even aggressiveness
Communication
 Maximum difference of value concepts between men and women
Culture
 E.g.: Central Europe (but not France), USA, Japan
Stereotypes
Cultural Studies
Femininity stands for cultures being mainly characterised by ‘feminine’
Hall’s Studies
qualities. Gender roles in these cultures are not strictly separated.
 Accentuation of value concepts such as care, cooperation, modesty,
sympathy, tolerance and social orientation, protecting the ‘weaker’
Schwartz’ Studies
 E.g.: Nordic countries of Europe
GLOBE Study
Cultural Adaptation
 This cultural dimension does not refer to the role men and women have in a
society (‘machismo’), it rather refers to the values that predominate among
both genders.
No. 96
Adapted from: Hofstede (2001).

Introduction
Communication
Feminine cultures Masculine cultures
Verbal Take the time to know and cooperate Recognise that business comes first
Communication
with colleagues
Nonverbal
Communication
Develop a sense of solidarity; Caring for others comes second or not
Culture
friendliness is more important than at all
Stereotypes
brilliance
Cultural Studies
Don’t overtly display achievement Recognise individual achievement and
praise success
Hall’s Studies
Trompenaars’ Studies Learn to tolerate an open display of Learn to promote yourself unflinchingly
Schwartz’ Studies emotions
GLOBE Study
Appreciate expressions of goodwill Displaying material success is viewed
Cultural Adaptation
regardless of significance to business as positive
Remember consensus and harmony Showing solidarity doesn’t have as

are social cornerstones much relevance as performance
No. 97

Long-Term vs. Short-Term Orientation
Long-term orientation stands for the support of values such as

Introduction
Communication
perseverance and thriftiness, which let expect reaching a reward in the
Verbal
Communication
future.
Nonverbal
 Orientation towards future
Communication
 So-called ‘Confucian dynamic’: acceptance of moral concepts such as
Culture
thriftiness, persistence, professional regulations and modesty
Stereotypes
 Hierarchy oriented on status, age
Cultural Studies
 E.g.: East Asian countries (China, Hong Kong, Taiwan, Japan und South
Hofstede’s Studies Korea)
Hall’s Studies
Short-term orientation stands for the support of values which are connected
Schwartz’ Studies
to the past and the present.
GLOBE Study
 Orientation towards past and present
Cultural Adaptation
 Acceptance of moral concepts such as fulfilment of social duties and flexibility
 Striving for short- and medium-term success
 Respect towards tradition
No. 98
Prof. Dr. Heiko Haase Source: Hofstede (2001).

Indulgence vs. Restraint
 Based on the Bulgarian sociologist Minkov and also drew on the World
Introduction
Values Survey (2010), later adapted by Hofstede
Communication
 The extent to which members in society try to control their desires and
Verbal
Communication
impulses
Nonverbal
Communication
Indulgence
Culture  A tendency to allow relatively free gratification of basic and natural human
Stereotypes desires related to enjoying life and having fun
Cultural Studies
 Indulgent cultures will tend to focus more on individual happiness and well
being, leisure time is more important and there is greater freedom and
personal control
Hall’s Studies
 More importance on freedom of speech and personal control
 E.g. high IVR: Venezuela, Mexico, Nigeria, Colombia, Sweden, New Zealand
Schwartz’ Studies
GLOBE Study Restraint

Cultural Adaptation  A conviction that gratification of basic and natural human needs to be curbed
and regulated by strict social norms
 Positive emotions are less freely expressed and happiness, freedom and
leisure are not given the same importance
 Greater sense of helplessness about personal destiny
No. 99
 E.g. low IVR: Pakistan, Egypt, Latvia, Ukraine, Albania, Bulgaria, Estonia
Prof. Dr. Heiko Haase Source: Hofstede (2010, 2011).
Cultural Dimensions and Types of Organisation
Introduction
Well-oiled machine (Germanic) Traditional bureaucracy „pyramid of
Decentralised decision-making people“ (Latin)
Communication
Narrow span of control Centralised decision-making
Verbal Specialist, technical competence Coordination at the top
Communication Less delegation
Discretion limited by expertise
Nonverbal high Top management team ‘Cloisonné’, highly specialised
Communication
Industry and company knowledge Strong role of staff
Culture Organised by function Analytic ability
Compartmentalised (chimneys) Pyramid of people
Stereotypes
Importance of routines and rules Informal relationships
Cultural Studies
Structural solutions ‘Système D’ (‘se débrouiller’)
Advoidance
Uncertainty
Hofstede’s Studies Efficiency Elitist (power and authority)
Input control
Hall’s Studies
Village market (Anglo / Nordic) Family or tribe (Asian)
Decentralised Centralised
Schwartz’ Studies Generalist Paternalistic
GLOBE Study People as free agents Loyalty
Entrepreneurial Generalist
Cultural Adaptation
low Flexibility Strong social versus task roles
More delegation Personal relationships
Output control Social control
Coordination though informal, personal
communication
No. 100
low Power Distance high
Prof. Dr. Heiko Haase Source: Kutschker/Schmid (2006).
Cultural Dimensions and Work Motivators
Introduction
Cultural dimension Dominant Work Motivators

Communication
Verbal
Communication
 Conform to norms and rules
High power distance
Nonverbal
Communication  Meet moral obligations to leaders
Culture
 Autonomy
Stereotypes Individualism  Challenging work
Cultural Studies  Advancement
Hofstede’s Studies  Security
High uncertainty avoidance
Hall’s Studies  Clear organisational hierarchy
 Pay
Schwartz’ Studies
Masculinity  Training opportunities
GLOBE Study
 Achievement
Cultural Adaptation
No. 101

Cultural Dimensions and Competitive Advantages
Introduction Cultural dimension Competitive advantage

Communication
Verbal
High power distance Discipline
Communication
Nonverbal
Communication
Low power distance Acceptance of responsibility
Culture
Individualism Management mobility
Stereotypes
Cultural Studies Collectivism Employee commitment

Hall’s Studies
High uncertainty avoidance Precision
Low uncertainty avoidance Basic innovations
Schwartz’ Studies
GLOBE Study
Masculinity Mass production, efficiency
Cultural Adaptation
Personal service, custom-made

Femininity
product developments
Long-term orientation Development of new markets
No. 102
Short-term orientation Fast adaptation

Cultural Dimensions and the ‘Control Model’
Introduction
100
Communication
Verbal 90 Japan France

Communication
Control Model:
Nonverbal 80 Rules
Communication
(machine) Control Model:
Culture 70 Rules (Pyramid)
Stereotypes
60 Germany
Cultural Studies
UAI
Hofstede’s Studies 50
Hall’s Studies USA

40 India
Trompenaars’ Studies GB
30
Schwartz’ Studies Control Model: Control Model:
GLOBE Study
20
Markets Culture
Cultural Adaptation
(family)
10
0
0 10 20 30 40 50 60 70 80 90 100
No. 103 PDI

Adapted from: Hofstede (1985).
Cultural Dimensions and Leadership
Introduction
Communication
Verbal
Communication
Nonverbal
Cultural dimension Opinion leaders
Communication
Culture High power distance Powerholders

Stereotypes
Cultural Studies
Collectivism Elderly people
High uncertainty avoidance Technically competent people
Hall’s Studies
Masculinity Successful people
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 104

Criticism of Hofstede’s Studies
Introduction  Inadequacy of just six dimensions for describing

Communication cultural differences
Verbal  Outdated empirical basis (but: permanence of culture)
Communication
Nonverbal
 Missing representativeness due to concentration on
Communication
IBM (particular firm culture?)
Culture
 Questionability of cultural characteristics when
Stereotypes
generally examining single nations
Cultural Studies
 Exploring of values about questions on the basis of
behavior
Hall’s Studies
 Speculative connection between management area
and other areas of life
Schwartz’ Studies
GLOBE Study
 Questionability of importance of dimensions for
Cultural Adaptation
communication style
 Nevertheless, the outcomes of Hofstede’s studies were

largely replicated by subsequent studies …
No. 105

Introduction
Communication
Verbal
Communication
1. What does the cultural dimension ‘Power Distance’ stand for?
Nonverbal
Communication
2. What are the differences between individualism and collectivism?
Culture
3. Describe special characteristics of cultures with distinctive
Stereotypes masculinity or femininity!
Cultural Studies
4. What characterises the cultural dimension ‘Uncertainty Avoidance’?
Hall’s Studies 5. What are the differences between cultures with long-term and
Trompenaars’ Studies short-term orientation?
Schwartz’ Studies
6. Describe the content of the cultural Dimension ‘Indulgence vs.
GLOBE Study
Restraint’?
Cultural Adaptation
No. 106

Comparative Cultural Studies by Hall
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Stereotypes
Cultural Studies
Hall’s
Hall’s Studies
Studies
Schwartz’ Studies Founder of intercultural communication

GLOBE Study as anthropological science
Edward Twitchell Hall
Cultural Adaptation
(*1914; †2009)
Two cultural dimensions:
 High context vs. low context cultures (Beyond Culture, 1976)
 Monochronic vs. polychronic cultures (The Dance of Life: The Other
No. 107 Dimension of Time, 1983)
High Context vs. Low Context Cultures
Introduction
 Definition of culture on the basis of communication:
Communication
Verbal
Communication
“Any culture is primarily a system for creating, sending, storing,
Nonverbal
Communication and processing information. Communication underlies
Culture everything. Communication underlies everything.”
Stereotypes
“communication is culture, culture is communication”
Cultural Studies
 Communication depends on the prevailing context
Hall’s
Hall’s Studies
Studies
 “Context is the information that surrounds an event”
Schwartz’ Studies  Classification of cultures into:
GLOBE Study
− High context cultures  contextual communication
Cultural Adaptation
− Low context cultures  context-unbound communication
No. 108

Source: Hall (1976).
High Context Cultures
Introduction
 High importance of the context in which a communication is
embedded
Communication
Verbal
Communication
 Characteristics of contextual communication:
Nonverbal
Communication
− Indirectness
Culture − Implicitness
Stereotypes
− Circularity (mutual divulgation of information through piece by
piece verbalisation), therefore
Cultural Studies
Hall’s
Hall’s Studies
Studies
− Explicit coding and transfer of a few (verbal) message parts
 High importance of
Schwartz’ Studies
GLOBE Study
− Outer circumstances
Cultural Adaptation − Personal relations and
− Nonverbal communication
 E.g.: Arabian countries, Japan, China, Korea and Mediterranean
No. 109 countries ( Hofstede’s collectivistic cultures)
Sources: Hall (1976), Schugk (2014).
Circularity of Indirect Communication
Introduction
Communication
Verbal Spoken parts of

Communication
communication
Nonverbal
Communication
Message part 1
1 1
Culture
Message part 2
Stereotypes
2 2
Message part 3
Cultural Studies
3 3
Limit of Message part 4
4 4
verbalisation Message part 5
Hall’s
Hall’s Studies
Studies
5 5
6 6
Unspoken parts
7 7
Schwartz’ Studies
of communication
GLOBE Study
8 8
Cultural Adaptation
9 9
10 10
Sender Recipient
No. 110

Adapted from: Kessel (2000).
Low Context Cultures
Introduction
 Lower importance of the context in which a communication is
Communication
embedded
Verbal
Communication
 Characteristics of context-unbound communication
Nonverbal
Communication
− Directness
Culture
Stereotypes
− Explicitness
Cultural Studies
− Linearity, therefore
Hall’s
Hall’s Studies
Studies
− Explicit coding and transfer of most message parts
(content, subject)
Schwartz’ Studies  Lower importance of

Outer circumstances
GLOBE Study
−
Cultural Adaptation
− Personal relation (separation of privacy and work)

 E.g.: USA, Great Britain, Germany und Scandinavia
( Hofstede’s individualistic cultures)
No. 111

Linearity of Direct Communication
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
1 1
Culture Spoken parts of
Stereotypes
2 communication 2
Cultural Studies
3 3
4 4
Hall’s
Hall’s Studies
Studies
5 5
Trompenaars’ Studies Limit of 6 6
Schwartz’ Studies
verbalisation 7 7
GLOBE Study
8 8
Cultural Adaptation
9 Unspoken 9
10 parts of 10
communi-
Sender cation Recipient
No. 112

Adapted from: Kessel (2000).
Examples: High Context and Low Context Cultures (1)
Introduction
Importance of
Communication
context Japan
Verbal
Communication Arabian
Nonverbal High countries
Communication Latin America
Culture
Italy/Spain
Stereotypes
France
Cultural Studies
England
USA
Hall’s
Hall’s Studies
Studies
Trompenaars’ Studies Scandinavia
Schwartz’ Studies Germany

GLOBE Study
Low Switzerland
Cultural Adaptation
Explicit transfer Implicit transfer

of information of information
No. 113

Adapted from: Hollensen (2012).
Example: High Context and Low Context Cultures (2)
Introduction
Communication
Verbal
Communication
Low context High context
(direct) (indirect)
Nonverbal
Communication
Culture
CH DE NL US GB FR RU BR IN CN JP
Stereotypes
Cultural Studies
0 20 40 60 80 100
Hall’s
Hall’s Studies
Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 114

Example: Chinese Editor’s Rejection Letter
Introduction
Communication
The following text deals with the notion of rejection, written by a Chinese editor:
Verbal
Communication „We have read your manuscript with boundless delight. If we were to publish your paper,
however, it would then be impossible for us to publish any work of a lower standard. And it
Nonverbal
Communication is unthinkable that in the next thousand years we shall see its equal. We are, to our regret,
compelled to return your divine composition and to beg you one thousand times to
Culture
overlook our short-sighted timidity.“
Stereotypes
Cultural Studies
 ‘Saving face’ is an extremely important value, critical to survival and deeply
Hall’s
Hall’s Studies
Studies
embedded in the Asian mental pathway
 The Chinese possess a formidable number of honorific expressions
Schwartz’ Studies
 In American or European cultures, where „saving face“ is considerably less
GLOBE Study important, it is hardly expressed at all because these cultures don’t use such
Cultural Adaptation vocabulary
No. 115

Introduction
Communication Low-context cultures High-context cultures

Verbal
Communication
Always be concise Avoid direct yes or no questions
Nonverbal
Communication
Answer e-mails, faxes and letters Use qualifiers such as „maybe“,
promptly; return phone calls „possibly“ etc.
Culture
Stereotypes Concentrate on the literal meaning of Ask for written confirmation of directions
Cultural Studies
words
Structure meetings with an agenda Avoid putting people on the spot
Hall’s
Hall’s Studies
Studies
Don’t be offended by confrontations Don’t be impatient
Schwartz’ Studies
Begin reports with a concise summary Remain open to alternative solutions
GLOBE Study Deal with facts (control your feelings) Consider an employee’s entire situation
Cultural Adaptation before passing judgment
Understand that dissent (even strong) Expect personal issues to interfere with
is seldom personal performance
No. 116

Exercise: High Context or Low Context Cultures?
Introduction
Communication
Verbal
1. “Let’s get straight to the point!”
Communication
Nonverbal
2. “Would it perhaps be possible to ask a question now?”
Communication
3. “You’re fired as of this moment!”
Culture
Stereotypes 4. “Gentlemen, let’s stop beating around the bush. Who’s at fault?”
Cultural Studies
5. “Your brand new Rolls Royce looks somewhat up-scale.”
6. Chit-chatting before getting down to business.
Hall’s
Hall’s Studies
Studies
Trompenaars’ Studies 7. Communication between an old married couple.

Schwartz’ Studies
8. “You must read between the lines to understand the situation.”
GLOBE Study
9. “If I may say so, I believe your analysis is somewhat unclear.”
Cultural Adaptation
10. “The situation must be bad because the captain has taken over the ship.”
No. 117

Monochronic vs. Polychronic Cultures
Introduction
Communication
Verbal
Communication
 Distinction of cultures on the basis of time conception
(dealing with time)
Nonverbal
Communication
Culture
 Structuring the daytime is an everlasting problem of humans
Stereotypes  Time structuring is a ‘habitual rhythm’
Cultural Studies
 Classification of cultures into:
Hall’s
Hall’s Studies
Studies − Monochronic cultures  time planning cultures
− Polychronic cultures  flexible time management
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 118

Exercise: 60 Seconds are Equal to a Minute – or not?
Introduction
Communication
Verbal
Communication
Nonverbal
Communication
Culture
Stereotypes
Cultural Studies
Hall’s
Hall’s Studies
Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 119

Monochronic cultures
Introduction
Communication
 Fixed time management
Verbal
Conditioned behaviour (origin: Industrial Revolution)

Communication

Nonverbal
Consecutive processing of (sub)tasks

Communication

Culture
Stereotypes  Orientation towards success (effectiveness and efficiency)

Cultural Studies
 High importance of time in society (‘time is money’)
Hall’s
Hall’s Studies
Studies
 Need of punctuality
Trompenaars’ Studies  Intensive and comprehensive preparation of business
Schwartz’ Studies negotiations
GLOBE Study
 Low(er) importance of interpersonal relations
Cultural Adaptation
 E.g.: Netherlands, Germany, USA
No. 120

Polychronic Cultures
Introduction
Communication
Verbal  Flexible time management

Communication
Nonverbal  Lower importance of schedules

Communication
Culture  Parallel or less structured processing of (sub-)tasks

Stereotypes
 Focus on actual activity
Cultural Studies
Hofstede’s Studies  Relevance of time is secondary (Indonesia: ‘rubber time’)

Hall’s
Hall’s Studies
Studies
 High importance of interpersonal relations
Schwartz’ Studies
 Relaxed handling of punctuality
GLOBE Study  E.g.: Japan, Latin America, Spain, Italy
Cultural Adaptation
No. 121

Examples: Monochronic and Polychronic Cultures
Introduction
Communication
Verbal
Communication
Nonverbal Monochronic Polychronic

Communication
Culture
CH DE NL US GB FR RU CN BR IN JP
Stereotypes
Cultural Studies
0 20 40 60 80 100
Hall’s
Hall’s Studies
Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 122

Introduction
Communication Monochronic cultures Polychronic cultures

Verbal
Communication Report delays without delay! Set „realistic“ deadlines (checkpoints)
Nonverbal
Communication
Be as detailed and specific as possible Build in extra time (artificial deadlines)
Culture Plan ahead (even though you expect Keep in close contact with colleagues/
Stereotypes plans to be changed) subordinates (ask for status reports)
Cultural Studies
Keep strictly to appointments Give relationships precedence over
Hofstede’s Studies schedules
Hall’s
Hall’s Studies
Studies
Focus on one activity at a time Accept interruptions and (apparent)
(management-by-objectives) lack of focus
Schwartz’ Studies
GLOBE Study Learn to appreciate the history and

Cultural Adaptation
traditions of a company
Confirm meetings and other business

engagements
No. 123

Exercise: Monochronic or Polychronic Cultures?
Introduction 1. When I’m on the phone, please don’t bother me.

Communication 2. Susan likes to do her homework while listening to the radio.
Verbal
Communication
3. Brazilians always arrive half an hour late for a dinner invitation.
Nonverbal
4. If my father gets a call from a friend, he’ll change his weekend plans at the last
Communication
minute.
Culture
5. Manfred respects my privacy.
Stereotypes
6. Bill Clinton spends endless hours with all kinds of people.
Cultural Studies
7. With Eric, you can be sure commitments will be honoured.
8. Women seem less concerned about arriving on time than men.
Hall’s
Hall’s Studies
Studies
9. The CEO is easily distracted and subject to continual interruptions by his
secretaries.
Schwartz’ Studies
10. My cousin often talks on the phone while watching TV.
GLOBE Study
11. Germans are famous for their punctuality.
Cultural Adaptation
12. Mexicans don’t seem too worried about being late.
13. The deadline has to be respected.
14. A good personnel director is committed to people.
No. 124 15. John felt insulted because he had to wait 40 minutes to see the manager.

Introduction
Communication
Verbal
Communication
Nonverbal
Communication
Culture
1. Which cultural dimensions stand in focus of Hall’s studies?
Stereotypes
2. Please differentiate between high and low context cultures!
Cultural Studies
Hofstede’s Studies 3. What characterises monochronic and polychronic cultures?

Hall’s
Hall’s Studies
Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 125

Comparative Cultural Studies by Trompenaars
Introduction  Dutch scientist and student of Geert Hofstede

Communication  Survey of almost 9.000 managers and
Verbal organisation employees of different
Communication
companies in 43 countries in the 80s and 90s
Nonverbal
Communication
 Theory to analyse the cultural differences in
Culture “Riding the Waves of Culture: Understanding
Stereotypes Cultural Diversity in Business” (1993)
Alfons „Fons“ Trompenaars
Cultural Studies
(* 1952)
Hall’s Studies
Seven cultural dimensions :
Trompenaars’
Studies  Universalism vs. particularism
Schwartz’ Studies
 Neutral vs. emotional Description of
GLOBE Study
 Individualism vs. communitarianism human
Cultural Adaptation
 Specific vs. diffuse interaction
 Achievement vs. ascription Description of

 Internal vs. outer direction the interaction
No. 126
 Sequential vs. synchronous with time and
environment
Universalism vs. Particularism (1)
Introduction
What is more important, rules or relationships?
Communication
Verbal
Communication
Universalist cultures:
Nonverbal
Communication
 Preference of impersonal rules, laws and standards that apply to all,
regardless of status and relation
Culture
 Exceptions are unwanted, because they weaken the rules and the system can
Stereotypes
collapse
Cultural Studies
 Low(er) importance of interpersonal relations
 E.g.: USA (Prohibition 1918-1933 or „3 Strikes and Out-Regel“ in California)
Hall’s Studies
Trompenaars’
Studies Particularist cultures:
Schwartz’ Studies
 Refutation of strictly following the rules (“no matter what the rules say”)
GLOBE Study  Preference of personal rules and relations (unequal treatment, corruption),
Cultural Adaptation particular circumstances are considered
 E.g.: Saudi Arabia (Saudi princes vs. guest workers)
No. 127

Adapted from: Hampden-Turner/Trompenaars (2012), Schugk (2014).
Introduction
Communication
A Dilemma: To lie or not to lie – that is the question
Verbal
Communication
Nonverbal You are riding in a car driven by your best friend in a zone where the speed
Communication
limit is 40 km/h. You notice he’s going at least 20 km per hour too fast.
Culture
Although you warn him, he doesn’t slow down. Suddenly he hits – and kills- a
Stereotypes pedestrian. You are the only witness.
Cultural Studies
Your friend’s lawyer says he probably won’t go to jail if you testify that the car
was travelling at normal speed.
Hall’s Studies
Trompenaars’
Studies
Schwartz’ Studies What would you do?
GLOBE Study
a) As my friend, he has the right to expect me to testify in his favour and I will.
Cultural Adaptation
b) He has no right to expect me to lie for him and I won’t.
No. 128
Source: Hampden-Turner/Trompenaars (2012).

Yugoslawien 11
15
Introduction
Russland 20
21
Venezuela 23
Communication 25
China 29
Verbal
Communication
Griechenland
31
32 Percentage of interviewees
33
Singapur 37 who would make no false
Nonverbal 38
Communication Japan 39
39
statement
Culture
Kuba 40
42
Frankreich 42
Stereotypes 43  Universalist culture
Mexiko 48
Cultural Studies 49
Philippinen 50
51
Hofstede’s Studies Rumänien 51
52
Hall’s Studies
Spanien 53
56
Trompenaars’
Niederlande 59
Studies
60
Brasilien 62
Schwartz’ Studies 65
Schottland 67
68
GLOBE Study Großbritannien 68
69
Cultural Adaptation
Bahrain 70
71
Pakistan 72
73
USA 77
78
Irland 81
82
Finnland 85
87
No. 129 Norwegen 90
0 20 40 60 80 100
Prof. Dr. Heiko Haase Source: Hampden-Turner/Trompenaars (2012).
Neutral vs. Emotional (1)
Introduction Do we display our emotions?

Communication
Verbal
Communication Neutral cultures:
Nonverbal  The main purpose of the society is completion of given tasks
Communication
 Avoidance of even everyday emotions (‘disciplined’ behaviour)
Culture
Stereotypes
Cultural Studies Emotional cultures:

Hofstede’s Studies  Society associates objective task accomplishment with a human-emotional
Hall’s Studies component
Trompenaars’
Trompenaars’ Studies  Acceptance of a certain openness for human emotions (‘impulsive’ or
Studies
Schwartz’ Studies
‘extroverted’ behaviour)
GLOBE Study
 Influence on verbal communication
Cultural Adaptation
 This dimension is particularly relevant in negotiations because the

incomprehension of these cultural variations may cause severe
misunderstandings.
No. 130

Neutral vs. Emotional (2)
Introduction Italien 29
Communication
Frankreich 34
Verbal
Communication
Percentage of
interviewees who
Nonverbal USA 40
Communication do not show
Culture
Singapur 42
emotions at work
Stereotypes
Cultural Studies Hongkong 55

Hall’s Studies
Niederlande 59
Trompenaars’
Studies Norwegen 61
Schwartz’ Studies
GLOBE Study Großbritannien 71

Cultural Adaptation
Indonesien 75
Japan 83
No. 131 0 20 40 60 80 100

Source: Trompenaars/Hampden-Turner (2012).
Individualism vs. Collectivism (1)
Do we function in a group or as individuals?

Introduction
Communication
Verbal
Individualistic cultures:
Communication
 Welfare and life quality of the individual is the dominating value
Nonverbal
Communication
 A person is defined on personality, achievement, status
Culture
 Individual responsibility / sanction
 Preference of individual decision-making (authoritarian leadership style)
Stereotypes
 Verbal communication is important, silence is abnormal and suspicious
Cultural Studies
 Tendency towards universalism
 E.g.: Western Europe, North America
Hall’s Studies
Trompenaars’
Studies
Collectivistic cultures:
Schwartz’ Studies
 Welfare and life quality of the general public is the dominating value
GLOBE Study
 Integration of the individual into groups (family, companies etc.)
Cultural Adaptation
 High demand for loyalty towards the group
 Responsibility for success / failure is distributed among the group
 Democratic or participative decision-making, process takes longer
 Tendency towards particularism
No. 132
 E.g.: Asian countries
Individualism vs. Collectivism (2)
Ägypten 30
Nepal 31
Introduction Mexiko 32
Indien 37
Communication
Japan 39
Brasilien 40
Philippinen 40
Verbal
Communication
Frankreich 41 Percentage of
China 41
Singapure 42 interviewees who
Nonverbal
Portugal
Communication
Indonesien
44
44 prefer liberty and
Culture
Bahrain
Malaysia
44
45 independence of the
Stereotypes
Griechenland
Irland
46
50 individual
Pakistan 52
Cultural Studies Italien 52
Venezuela 53
Hofstede’s Studies Deutschland 53
Norwegen 54
Hall’s Studies Ungarn 56
Belgien 57
Trompenaars’
Trompenaars’ Studies Bulgarien 59
Studies Polen 59
Schweden 60
Schwartz’ Studies
Russland 60
Großbritannien 61
GLOBE Study Spanien 63
Australien 63
Cultural Adaptation Finnland 64
Niederlande 65
Schweiz 66
Dänemark 67
Tschechoslowakei 68
USA 69
Kanada 71
Nigeria 74
No. 133 Israel 89
0 20 40 60 80 100
Specific vs. Diffuse (1)
Introduction
How separate we keep our private and working lives
Communication
Verbal
Communication
Specific cultures:
Nonverbal
Communication  Strict separation of professional and private life (e.g. family, work etc.)
Culture  Tendency towards monochronic time concept
Stereotypes  E.g.: Germany
Cultural Studies
Diffuse cultures:
Hall’s Studies
Trompenaars’
 Inseparability of certain areas of life
Studies
 Tendency towards polychronic time concept
Schwartz’ Studies
GLOBE Study
 E.g.: Asia, Latin America, Middle East
Cultural Adaptation
No. 134

Specific vs. Diffuse (2)
Public  ‘Peach’ (D-type)

Introduction
sphere = level of
Black circle = accessibility
Communication
Private ‘hard shell’

Verbal  ‘Coconut’ (S-type)
Communication sphere
Nonverbal
Communication
Culture
Meeting of two Much ‘private’ information
Stereotypes
D-types shortly after getting to
Cultural Studies know the other one
Hall’s Studies
Trompenaars’
Studies Meeting of two Slow process of getting
Schwartz’ Studies S-types to know the other one,
GLOBE Study aloofness
Cultural Adaptation
Meeting of a
D- and S-type
No. 135

Achievement vs. Ascription (1)
Do we have to prove ourselves to receive status or is it

Introduction
given to us?
Communication
Verbal
Communication
Achievement cultures:
Nonverbal
Communication  Achievement of status by individual and actual performance
Culture  Performance highly relevant, e.g. USA: movie heroes (Superman, Batman,
Stereotypes Rambo etc.), the Oscars, victory parades (Norman Schwarzkopf)
Cultural Studies  Management by objectives, hire and fire
Hofstede’s Studies  Lower importance of titles and a person’s origin, e.g.: USA: use of first
Hall’s Studies
names
Trompenaars’
Studies
Schwartz’ Studies Ascription cultures:
GLOBE Study  Status acquired by origin or affiliation (birth, relatives, group membership,
Cultural Adaptation religion, education, job etc.)
 Career path depends on affiliation (e.g. France: ‘grandes écoles’)
 Higher value of titles (e.g. Austria: use academic or occupational titles)
 Influence by ‘grey eminence’ in the background
No. 136
Prof. Dr. Heiko Haase Adapted from: Hampden-Turner/Trompenaars (2012), Schugk (2014).
Achievement vs. Ascription (2)
Introduction
Österreich 43
Communication
Russland 53
Brasilien
Verbal
Communication
62 Percentage of
Belgien 64 interviewees who
Nonverbal
Communication Italien 64 regard the respect
Culture China 65 towards a person as
Stereotypes Finnland 65 independent from
Cultural Studies Deutschland 65 his/her origin
Hofstede’s Studies Hongkong 67
Hall’s Studies Schweiz 68
Trompenaars’
Studies
Schweden 69
Schwartz’ Studies Irland 71
GLOBE Study Frankreich 73
Cultural Adaptation Großbritannien 76
USA 77
Australien 79
Dänemark 82
No. 137 0 20 40 60 80 100
Source: Hampden-Turner/Trompenaars (2012).

Internal vs. External Control (1)
Introduction
Do we control our environment or are we controlled by it?
Communication
Verbal
Communication
Internally oriented cultures (internal control):
Nonverbal
Communication  Controllability of own fate by will, conviction, inner attitude etc.
Culture  Attempt to control the nature
Stereotypes  Reasons for failure/success attributed to the individual, rather than to external
Cultural Studies circumstances
Hofstede’s Studies  High risk tolerance (in particular in business life)
Hall’s Studies  E.g. USA: ‘American Dream’ (Henry Ford, Thomas Edison, Bill Gates etc.)
Trompenaars’
Studies
Schwartz’ Studies
Externally oriented cultures (external control):
GLOBE Study
 Externally defined fate (fatalism), determined by nature forces, God or provision
Cultural Adaptation
 Low risk tolerance (in particular in business life)
 Successful imitation and continuous improvement of the existing
 E.g. Japan: Kaizen, Ju-jitsu, Judo, Karaoke etc.
No. 138
Prof. Dr. Heiko Haase Adapted from: Hampden-Turner/Trompenaars (2012), Schugk (2014).
Internal vs. External Control (2)
Yugoslawien 47
Introduction
Russland 50
Communication
Indien 52
Verbal
Communication
Schweden 53 Percentage of
Hongkong 54 interviewees believing
Nonverbal
Communication China 55 that luck does not
Culture Polen 56 contribute to achieving
Stereotypes
Belgien 56 a leadership role
Niederlande 57
Cultural Studies
Japan 57
Deutschland 57
Hall’s Studies Schweiz 61
Trompenaars’
Trompenaars’ Studies Frankreich 63
Studies
Schwartz’ Studies
Italien 69
Korea 73
GLOBE Study
Israel 74
Cultural Adaptation
Großbritannien 75
Australien 79
Kanada 83
USA 84
No. 139 0 20 40 60 80 100

Sequential vs. Synchronic
Introduction
Do we do things one at a time or several things at once?
Communication
Verbal
Communication
Sequentially oriented cultures:
Nonverbal
Communication
 Time as linear course of consecutive happenings
Culture
 Efficient time management, appointments and schedule obligations are
Stereotypes respected, time is a economic factor (time is money)
Cultural Studies  Similar to Hall’s monochronic cultures
 E.g. USA: Henry Ford, Frederick Taylor
Hall’s Studies
Trompenaars’
Studies
Synchronic oriented cultures:
Schwartz’ Studies
 Several things can happen at the same time, interdependencies or
GLOBE Study
overlapping through parallel activities
Cultural Adaptation
 Reaching of objectives depends more on quality of relations than on
maintaining precise schedules
 Similar to Hall’s polychronic cultures
No. 140

Criticism of Trompenaars’ Studies
Introduction
Communication
Verbal
Communication
 Representativeness? (survey of seminar participants)
Genesis and operationalisation of culture dimensions (validity and

Nonverbal
Communication 
Culture purposeful measurements?)
Stereotypes
 Very brief description of methods used
Cultural Studies
 Missing aggregate values for the individual dimensions
Hall’s Studies
Trompenaars’
Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 141

Introduction
Communication 1. Which are the cultural dimensions proposed by Trompenaars?

Verbal
Communication 2. Define the terms ‘Universalism’ and ‘Particularism’!
Nonverbal
Communication 3. What is the difference between neutrally and emotionally oriented
Culture cultures?
4. What does ‘Specific culture’ vs. ‘Diffuse culture’ stand for?
Stereotypes
Cultural Studies
Hofstede’s Studies 5. How can achievement and ascription be characterised in the

Hall’s Studies
intercultural context?
Trompenaars’
Studies 6. Describe the concept of internally vs. externally and sequentially vs.
Schwartz’ Studies synchronically oriented cultures!
GLOBE Study
7. Which similarities exist between the studies of Trompenaars,
Cultural Adaptation
Hofstede and Hall?
No. 142

Comparative Cultural Studies by Schwartz
Introduction
 Israeli American social psychologist and
Communication
intercultural researcher, author of a
Verbal
Communication theory about universal human values
Nonverbal
Communication  Examination of importance of 56 values
Culture
in 49 countries with 35.000 participants
Stereotypes
Shalom H. Schwartz
Cultural Studies (* 1940)
Hall’s Studies
Trompenaars’ Studies Three cultural dimensions:

Schwartz’ Studies
 Embeddedness vs. autonomy
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
 Hierarchy vs. egalitarianism
 Mastery vs. harmony
No. 143

Embeddedness vs. Autonomy
 Description of natural relations between

Introduction the individual and the group
Communication
Verbal
Communication Embeddedness Autonomy
Nonverbal
Communication  In embedded cultures, the individual  In autonomous cultures, the
Culture
is integrated into the group individual is perceived as an
autonomous and defined entity
Stereotypes  Importance of life is linked with
Cultural Studies
participation in the group  Importance of life is linked with
search for uniqueness
Hofstede’s Studies  Embeddedness emphasises mutual
Hall’s Studies
dependence of actors, to let things  In autonomous cultures, humans are
happen encouraged to follow up their unique
ideas and to express their personal
 In embedded cultures, the focus is on
Schwartz’ Studies
Schwartz’ Studies
interests
maintaining of status quo of social
GLOBE Study
relations  Examples: Switzerland, France,
Cultural Adaptation
Spain
 Examples: Cyprus, Singapore,
Georgia
 Similar to Hofstede’s and Trompenaars’ individualism and collectivism

No. 144

Source: Schwartz (1999).
Hierarchy vs. Egalitarianism
Introduction
 Type of ensuring responsible behaviour
among the members of a group
Communication
Verbal
Communication
Nonverbal
Hierarchy Egalitarianism
Communication
Culture
 The unequal distribution of power is  Humans see themselves as morally
legitimated equal and have a voluntary obligation
Stereotypes
towards others
Cultural Studies
 Hierarchy emphasises the
dependence of humans from those  In egalitarian cultures, the individual
with higher or lower status to fulfil is seen as an autonomous decision-
Hall’s Studies their social role maker who voluntarily assumes civil
Trompenaars’ Studies roles
 Examples: China, India, Thailand
Schwartz’ Studies
Schwartz’ Studies  In egalitarian cultures, humans are
GLOBE Study expected to accept every other
Cultural Adaptation
human as morally equal
 Examples: Italy, Finland, Denmark
 Similar to Hofstede’s power distance

No. 145

Mastery vs. Harmony
Introduction
 Regulation of relations between humans and their
Communication surrounding natural environment
Verbal
Communication
Nonverbal
Communication Mastery Harmony
Culture
 Human is encouraged to overcome,  Humans are encouraged to
Stereotypes
change and exploit nature understand, to relate with and to
Cultural Studies integrate into their natural
 Effort of individuals and groups to
environment
exploit social and material
Hall’s Studies possibilities  Individuals are encouraged to relate
to their social and natural
 Examples: Canada, USA, Japan
Schwartz’ Studies
Schwartz’ Studies
environment in a solidary and non-
exploitative way
GLOBE Study
Cultural Adaptation
 Examples: Slovenia, Estonia, Czech
Republic
 Similar to Tompenaars’ internal vs. external control

No. 146

Introduction
Communication
Verbal
Communication
1. Explain the cultural dimension ‘Embeddedness vs. Autonomy’!
Nonverbal
Communication
2. What characterises the cultural dimension ‘Hierarchy vs.
Culture
egalitarianism’?
Stereotypes
Cultural Studies
3. Explain the characteristics of the dimension ‘Mastery vs. Harmony’!
Hofstede’s Studies 4. Which similarities do exist between the cultural dimensions of
Hall’s Studies Schwartz and those from Hofstede and Trompenaars?
Schwartz’ Studies
Schwartz’ Studies
GLOBE Study
Cultural Adaptation
No. 147

Comparative Cultural GLOBE Study
Introduction  Global Leadership and Organizational

Communication Behaviour Effectiveness Research Program
Verbal
Communication  1991 initiated by Robert J. House, Wharton
Nonverbal
University Pennsylvania (USA)
Communication
Culture
 Empirical study to examine the relationship
between society culture, corporate culture and
Stereotypes
management styles
Cultural Studies
Hofstede’s Studies  170 researchers from 62 countries interviewed

Hall’s Studies
17.300 managers in 951 organisations
Schwartz’ Studies  To differentiate societies and organisations nine cultural dimensions were
GLOBE Study
GLOBE Study
outlined (mainly based on Hofstede’s dimensions)
Cultural Adaptation
 Additionally, six global management dimensions were introduced
 Categorisation of certain countries and national cultures into ten cluster-
regions
No. 148

Cultural Dimensions of the GLOBE Study (1)
Introduction  Uncertainty avoidance: the extent to which a society, organisation or

Communication
group relies on social norms, rules and procedures to alleviate the
Verbal
unpredictability of future events
Communication
 Power distance: the extent to which a community accepts and
endorses authority, power differences and status privileges
Nonverbal
Communication
Culture  Institutional collectivism: the degree to which organisational and

Stereotypes societal institutional practices encourage and reward collective
Cultural Studies distribution of resources and collective action
Hofstede’s Studies  In-group collectivism: the degree to which individuals express pride,
Hall’s Studies loyalty, and cohesiveness in their organisations or families
 Gender egalitarianism: the degree to which a collective minimises
Schwartz’ Studies gender inequality
GLOBE Study
GLOBE Study
 Future orientation: the degree to which a collectivity encourages and
Cultural Adaptation
rewards future-oriented behaviours such as planning and delaying
gratification
 These cultural dimensions are similar to Hofstede’ dimensions

No. 149

Introduction
Communication
 Completely new cultural dimensions introduced by the Globe study:
Verbal
Communication
Nonverbal
Communication
 Assertiveness: the degree to which individuals are assertive,
Culture
confrontational and aggressive in their relationships with others
Stereotypes
Cultural Studies
 Performance orientation: reflects the extent to which a community
encourages and rewards innovation, high standards, excellence and
performance improvement
Hall’s Studies
Trompenaars’ Studies  Humane orientation: the degree to which an organisation or society

Schwartz’ Studies encourages and rewards individuals for being fair, altruistic, friendly,
GLOBE Study
GLOBE Study
generous, caring and kind to others
Cultural Adaptation
No. 150

The GLOBE study differentiates between practices (current state) and

Introduction
values (desired state) of predominant moral concepts in a society and in
Communication
organisations/companies.
Verbal
Communication The respondents assessed the real situation (current state) and their wishful
Nonverbal
thinking (desired state) in both categories.
Communication
Culture Performance Humane

Assertiveness
Stereotypes Orientation Orientation
Cultural Studies Practices Values Practices Values Practices Values
Poland 4,06 3,90 3,89 6,12 3,61 5,30
Hall’s Studies
Germany (W) 4,55 3,09 4,25 6,01 3,18 5,46
Canada 4,05 4,15 4,49 6,15 4,49 5,64
Schwartz’ Studies
USA 4,55 4,32 4,49 6,14 4,17 5,53
GLOBE Study
GLOBE Study
Russia 3,68 2,83 3,39 5,54 3,94 5,59
Cultural Adaptation
Australia 4,28 3,81 4,36 5,89 4,28 5,58
England 4,15 3,70 4,08 5,90 3,72 5,43
Japan 3,59 5,56 4,22 5,17 4,30 5,41
No. 151
China 3,76 5,44 4,45 5,67 4,36 5,32

Cluster-Regions of the GLOBE Study
Anglo Australia, Canada, England, Ireland,

competitive and result-oriented
Introduction
(worldwide) New Zealand, South Africa (white), USA
Communication
Latin France, Israel, Italy, Portugal, Spain,
value individual autonomy
Verbal
Communication
Europe Switzerland (French speaking)
Nordic high priority on long-term success,
Nonverbal Denmark, Finland, Sweden
Communication (Europe) women treated with greater equality
Culture
Germanic Austria, Germany (E + W), Netherlands, value competition and aggressiveness
Stereotypes (Europe) Switzerland (German speaking) and are more result-oriented
Cultural Studies Eastern Albania, Georgia, Greece, Hungary, forceful, supportive of co-workers, treat
Hofstede’s Studies Europa Kazakhstan, Poland, Russia, Slovenia women with equality
Argentina, Bolivia, Brasilia, Columbia,
Hall’s Studies
Latin loyal and devoted to their families and
Costa-Rica, Ecuador, El Salvador,
Trompenaars’ Studies America Guatemala, Mexico, Venezuela
similar groups
Schwartz’ Studies
devoted and loyal to their own people,
Middle East Egypt, Kuwait, Morocco, Qatar, Turkey women afforded less status
GLOBE Study
GLOBE Study
Cultural Adaptation Sub-Sahara- Namibia, Nigeria, South Africa (black concerned and sensitive to others,
Africa population), Zambia, Zimbabwe demonstrate strong family loyalty
Southern India, Indonesia, Iran, Malaysia, strong family and deep concern for
Asia Philippines, Thailand their communities
No. 152
Confucian- China, Hong Kong, Japan, Singapore, result-driven, encourage group
Asia South Korea, Taiwan working together over individual goals
Prof. Dr. Heiko Haase Source: House et al. (2004), Northouse (2007), Fischer/Furrer-Küttel (2009).
Criticism of the GLOBE-Study
Introduction
Communication
Verbal
Communication
 Limitation on just three branches (data from three
Nonverbal
Communication indigenous companies in each country representing the
Culture
financial services, food processing and
Stereotypes
telecommunications)
Cultural Studies
 Limitation on managers of the middle management
Hall’s Studies  Consideration of sub-cultures only in part

Schwartz’ Studies
 Not representative for the whole population
GLOBE Study
GLOBE Study
Cultural Adaptation
No. 153

Introduction
Communication
Verbal
Communication
Nonverbal
1. What characterises the GLOBE study?
Communication
Culture
2. In which cultural dimensions does the GLOBE study differ
Stereotypes from Hofstede’s cultural dimensions?
Cultural Studies
Hofstede’s Studies 3. Describe the new cultural dimensions introduced by the

Hall’s Studies GLOBE study!
Schwartz’ Studies 4. Which country clusters were find as a result of the GLOBE
GLOBE Study
GLOBE Study
study?
Cultural Adaptation
No. 154

Cultural Adaptation
Introduction Acculturation = process of adaptation to a foreign culture

Communication
Verbal
Communication
Positive
Nonverbal
Communication
Culture
Stereotypes
Cultural Studies
a
Degree of
b
acculturation A
Hall’s Studies c
Schwartz’ Studies
GLOBE Study
Cultural
Cultural Adaptation
Adaptation
Negative
Euphoria Culture Acculturation Stabilisation

shock
No. 155

Source: Küsters (1998).
Stages of Acculturation
1) Stage of euphoria:
 Excitement through contact with new country/new culture
Introduction  Feeling of interest, optimism, ‘honeymoon’-like euphoria
Communication
Verbal
2) Cultural shock:
Communication  Increasing adjustment strains and problems
Nonverbal  Routines of everyday life come to the fore
Communication
 Crisis due to high uncertainty, helplessness, hostility towards new
Culture environment
Stereotypes  Outsider role in professional environment
Cultural Studies
 Cultural shock as usual stage in the adaptation process
3) Stage of acculturation:
Hall’s Studies
 First adoption/acceptance of some local values
Trompenaars’ Studies  Recovery from experienced crisis
Schwartz’ Studies
 Increasing feeling of social integration in new environment
 Growing language skills and self-confidence
GLOBE Study
Cultural
Cultural Adaptation
Adaptation
4) Stage of stabilisation:
 Stage of maximal possible cultural adaptation
 Achievement of ‘host communication competence’ (ability to effectively
communicate own experience to others in the host society)
 Realistic assessment of advantages and disadvantages of the new culture
No. 156
 Measurability of individual level of acculturation by different determinants
(e.g. feeling, mood, stress perception etc.)
Types of Acculturation
Introduction
Communication
Verbal
Communication
Preservation of own
Nonverbal
Communication cultural identity
Culture
Stereotypes Yes No
Cultural Studies
Establishment Yes Integration Assimilation
Hall’s Studies
of positive
intercultural
Marginali-
Schwartz’ Studies
relations No Separation
GLOBE Study
sation
Cultural
Cultural Adaptation
Adaptation
No. 157

Source: Berry (1990).
Process of Reacculturation
Introduction
Communication  Problem of acculturation after return into the home culture

Verbal
Communication  Conscious and unconscious change of behaviour through life and
Nonverbal work in a foreign culture
Communication
Culture  Higher position in host culture as possible reason of acculturation

Stereotypes problems
Cultural Studies
− Higher power, authority, independence
Hall’s Studies
− Higher salaries
− Non-fulfilment of professional advancement after return
Schwartz’ Studies
 Reintegration seminars to facilitate re-entry
GLOBE Study
Cultural
Cultural Adaptation
Adaptation
No. 158

Three-Stage-Model of Reacculturation
‘Returnee shock’
Introduction
1) Stage of ‘Naive Integration’:
Communication
Verbal
 Return with willingness and openness to reintegration
Stage of superficial readjustment
Communication

Nonverbal
Communication
Culture
2) Stage of ‘Reintegration Shock’:
Stereotypes
 Increasing incomprehension by colleagues
Cultural Studies
 Arrogant attitude of returnee towards his/her environment
Hall’s Studies  Increasing of aggressions, dissatisfaction and disappointment
Trompenaars’ Studies  Reinforcement of negative feelings due to unfulfilled expectations
Schwartz’ Studies
GLOBE Study
3) Stage of ‘Real Integration’:
Cultural
Cultural Adaptation
Adaptation
 Real readjustment due to adjustment of expectations on reality
 New-won self-confidence
 Danger of relapse into the second stage
No. 159

Source: Hirsch (2003).
Introduction
Communication
Verbal
Communication
1. What the term ‘Acculturation’ stand for?
Nonverbal
Communication
Culture 2. Describe the process of acculturation!

Stereotypes
Cultural Studies
3. Which problems are associated with the phenomenon of
‘Reacculturation’?
Hall’s Studies
4. Which are the stages of the so-called ‘Returnee shock’?
Schwartz’ Studies
GLOBE Study
Cultural
Cultural Adaptation
Adaptation
No. 160

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Summer Term 2023

Prof. Dr. Heiko Haase www.bw.eah-jena.de

Cultural Adaptation Larger number of

Prof. Dr. Heiko Haase

Nonverbal  Semester and course of study

Prof. Dr. Heiko Haase

Cultural Studies − Presentation of the cultural characteristics of the chosen country

Prof. Dr. Heiko Haase

− Welcoming and greetings (verbal, gestural, handshakes, gender

Hofstede’s Studies − Apologising (When?, How?, nonverbal, ad hoc-formulations)

− Gifts (What?, When?, To whom?, How to hand over?

− Gender relations (gender roles, relationship between

− Concept of time (punctuality, delays)

Upload of Presentations (MS Powerpoint format) by

Friday, 02 June 2023, 11:30-19:00

Prof. Dr. Heiko Haase

Prof. Dr. Heiko Haase

Verbal 2. Verbal Communication

Nonverbal 3. Nonverbal Communication

Culture 4. Concept and Models of Culture

GLOBE Study 9. Studies by Trompenaars

Prof. Dr. Heiko Haase

General readings (available at the EAH Jena Library):

Schwartz’ Studies Country-specific readings:

Trompenaars’ Studies  Communication is the actual basis of all social interaction!

Prof. Dr. Heiko Haase

Cultural Studies Communi- Message Medium Receiver Effect

Schwartz’ Studies  Linear and mono-directional communication model

Prof. Dr. Heiko Haase

Equivocation (information loss)

Prof. Dr. Heiko Haase

Prof. Dr. Heiko Haase

Culture  Ford „Pinto“ in Brasilia was marked as „Corcel“, Mitsubishi

 Starbucks used „Enjoy your morning Latte“ on advertisement

Prof. Dr. Heiko Haase

 Also known as ‘Communication Square’

Prof. Dr. Heiko Haase

Prof. Dr. Heiko Haase

Factual information „What I inform about“

Appeal „What I want to make you do“

Culture 2) One and the same statement contains several messages

Hofstede’s Studies 3) Different weighting of the four aspects/square sides:

Prof. Dr. Heiko Haase

2. Every communication has a content and

Source: Watzlawick (1969).

Verbal 1. What is communication and what characterises the

Culture 2. Please explain the content and characteristics of

Prof. Dr. Heiko Haase

Prof. Dr. Heiko Haase

Native Second Total

Prof. Dr. Heiko Haase

GLOBE Study Body Language Material

Prof. Dr. Heiko Haase

Introduction Interaction between language and world view within a culture

Prof. Dr. Heiko Haase

 more than 5.000 potato varieties in Peru…

Cultural Studies papa morada

Cultural Adaptation papa huayro papa huamantanga