LESSON 2: INTERCULTURAL COMMUNICATION
from two different cultures.
intercultural communication
• means communication across different
cultural boundaries
• when two or more people with different
cultural backgrounds interact and
communicate with each other or one another,
intercultural communication is said to. have
taken place.
the basic elements of cross-cultural communication
• Awareness.
o First, we need to be aware that there
are differences between cultures. ...
• Preparation
• Language
• Humor
• Openness
A study on cultural and intercultural communication
came up with three perspectives:
• the indigenous approach
• cultural approach
• and cross-cultural approach.
Six key barriers for cross-cultural communications
1- Ethnocentrism. We all have a natural tendency to
look at other cultures through our own lenses
2- Stereotyping
3- Psychological barriers
4- Language barriers
5- Geographical distance
6- Conflicting values
What is the purpose and importance of intercultural
communication?
• It seeks to understand the differences in how
people from a variety of cultures act,
communicate, and perceive the world around
them.
• Culture has a large impact on how people
conduct business; therefore, cultural
implications are critical for succeeding in an
international context.
Intercultural communication
• refers to the communication between people
• a symbolic, interpretive, transactional,
contextual process in which people from
different cultures create shared meanings.
examples of intercultural communication
• A Christian converses with a Muslim.
• A woman receives an order from a man.
• An American and African share their views.
• A Chinese politician's discussion with an
American leader.
the 6 challenges of intercultural communication
Six Fundamental Patterns of Cultural Differences
• Different Communication Styles.
• Different Attitudes Toward Conflict.
• Different Approaches to Completing Tasks.
• Different Decision-Making Styles.
• Different Attitudes Toward Disclosure.
• Different Approaches to Knowing.
three most critical elements of intercultural
communication competence
1. knowledge
• refers to the understanding of language and
the customs of a culture
2. Skills
• describes both fundamental communication
skills and the experience of interacting with
people different backgrounds
3. attitudes
•
One of the most important reasons for studying
intercultural communication
• the awareness it raises of our own cultural
identity and background.
• The self-awareness imperative helps us to
gain insights into our own culture along with
our intercultural experiences.
• All cultures are ethnocentric by their very
natures
7 Ways to Improve your Intercultural Communication Edward T. Hall

1. Be aware of your own culture. • Cultural antrhopologist

2. Be curious. • Ph.D., Columbia university
3. Experience different cultures regularly. • Best known for his work in intercultural
4. Listen and observe. relation and communication
5. Learn to 'read' body language and understand • One of the founders of intercultural
non-verbal cues. communication study
6. Be aware of cultural differences and individual
cultures. Hall’s Framework
7. Simplicity is key
Low-context culture (High individualism)
Culture Understanding
• Explicit manner
• To understand people behaviour • Focused on requirements
• To prevent the misunderstanding • Avoid merging of issues
• To respect the differences between cultures • Precise
• To communicate the right message to right • Punctuality
people
High-context culture (collectivism)
LeBaron, 2003
• Implicit manner
“Communication is the vehicle by which meaning are • High commitment to long term relationship
conveyed, identity is composed and reinforced, and • Merge
feelings are expressed. As we communicate using • Not kept separate
different cultural habits and meaning systems, both • Relaxed about time
conflict and harmony are possible outcomes of any
interaction” Hall’s Theory

Intercultural communication High-Context

• refers to the communication between people • Convert messages

from two different cultures. • Internalized messages
• a symbolic, interpretive, transactional, • Extensive non-verbal codes
contextual process in which people from • Reaction reserved
different cultures create shared meanings. • Distinct In and Out groups
• people of one culture try to know the • Strong interpersonal bonds
information conveyed to them by other • High commitment
cultures. • Open time
• For example, in a hotel establishment, the
Low-Context
hoteliers assess their customers'
requirements, tastes, and provide services • Overt messages
accordingly. The customers also inform the • Plainly coded messages
hoteliers of their needs. • Details verbalized
• seeks to understand the differences in how • Reaction on surface
people from a variety of cultures act, • Flexible in and out groups
communicate, and perceive the world around • Weak interpersonal bonds
them. • Low commitment
• Culture has a large impact on how people • Closed time
conduct business; therefore, cultural
implications are critical for succeeding in an
international.

Direct vs Indirect communication
Direct communication
• Is when the meaning of the message is
communicated mainly via words
Indirect communication
• when meaning is not only in the words, but
mainly in the surrounding context of a
conversation.
• In other words, somebody who is indirect will
leave it up to the listener to fill in the blanks
and make out the meaning by ocrrectly
reading the contextual clues (non-verbal
communication, status and/or age of people
involve in the conversation etc.)
Body language and silent language
Body language
• A form of non-verbal communication, which
consist of body posture, gestures, facial
expressions and eyes movement
• May provide clues to the attitude or state of
mind of a person
Silent or indirect communication
• doesn’t always show disinterest, but could be
a sign for respect
Cultural differences and marketing approaches
High-context culture
• Indirect and transformational advertising
messages creating emotions through pictures
and entertainment
Low-context culture
• Direct and rational advertising messages
providing product information
High-context advertisement example
High-context communication
• Ambiguous message with very little
information about the product
Advertistment for Kepie half
50% less cholesterol Mayonnaise
Low-Context advertisement example
Low-context communication
• Informative, data-oriented with direct
message
Advertistment for California Milk
Processor Board
Culture related design criteria
• Layout: written text -> information/rational
(low-context communication)
• Layout: visual picture ->
entertainment/emotional (high-context
communication)