COMMUNICATION

& GLOBALIZATION
Presented by Group 1
 Learning Outcomes:
At the end of the lesson, you are expected to achieve the
following:

1. Describe the nature, elements, and functions of verbal and

non-verbal communication in various and multicultural
contexts.
2. Explain how cultural and global issues affect
communication, and why ethical communication is essential.
3. Appreciate the impact of communication on society and
the world.
 CONTENTS
1 Introduction
2 Processes & Principles

3 Audience Analysis
4 Principles

5 Communication
& Globalization
6 Ethics

7 Past Experience
& Prejudice
8 Socio-cultural Beliefs
and Practices
 INTRODUCTION
Effective communication is a key interpersonal
skill; learning how to improve your
communication has many benefits.
Communication is beyond simply putting words
into thoughts and emotions. It is the art of
creating and sharing ideas for a specific purpose.
PROCESSES & PRINCIPLES
OF EFFECTIVE COMMUNICATION
FORMS:
Verbal Communication
Non-verbal Communication
Written Communication
Visual Communication
 AUDIENCE ANALYSIS
Knowing the audience, understanding their level
and how they need to receive the information
are extremely important in “packaging” the
message and sending it across.
 COMMUNICATION
BARRIERS
EXAMPLES:
cultural difference, varying levels of expectations
and experiences, and difference in perspectives
and communication styles.
PRINCIPLES OF EFFECTIVE
COMMUNICATION
CLARITY CONCISENESS COMPLETENESS

pertains to both the message background

the message and should be as brief information
the purpose why as may be should be given
the message has required to provide better
to be sent. depending on context; facts
one’s purpose. and observations
may also be
helpful.
PRINCIPLES OF EFFECTIVE
COMMUNICATION
ORGANIZATION EMPATHY FLEXIBILITY

planned in order the sender of the different people

to ensure the message should have different
systematic flow be sensitive to communication
of ideas and the needs and styles, and
transition from interests of the consequently,
one point to receiver. different
another. expectations.
COMMUNICATION
AND
GLOBALIZATION
QUESTION:

“The world has shrunk into a

global village, but have we
become more of ‘neighbors’
or more of strangers to
each other?”
Globalization has been regarded as the key to
the worldwide integration of humanity, where
there is an increased economic, political and
cultural integration and interdependence of
diverse cultures.

It is imperative that WE learn to communicate

effectively with people regardless of age, gender,
race, ability, religion, sexual orientation, income,
marital status, or ethnicity.
 diversity

Japan, Korea, Vietnam - English as the

internationally-recognized lingua franca
Digital technology has erased territorial
boundaries among countries and among people
with varying cultures.

There is a need to develop graduates and

professionals who are multiculturalists.

Makes you prepared to welcome the opportunity

of communicating and interacting with people
from different cultures.
In business organizations, when
products can go global and the
manner by which any product is
communicated to the global
market can make or break the
brand.
Examples of business miscommunication in a global setting:

In the past, Gerber dealt with issues

in some cultures where women have
low literacy rates such as Africa and
the Middle East. The women in these
cultures generally use pictures to tell
them what food they are buying.
When Gerber started selling their
product in these countries, the women
saw the picture of the baby and
believed that there was a baby or part
of one baby in the jar.
Examples of business miscommunication in a global setting:

Irish Mist is a brown

whiskey produced in
Dublin, Ireland. In
Germany, however, “Mist”
literally translates to
“crap”.
Examples of business miscommunication in a global setting:

Joni (read as “Yoni”) is a

brand of skin product.
However, Yoni means ‘uterus’
or ‘vagina’ in Sanskrit, and is
an Indian representation of
female genitalia, especially
pertaining to the Hindu
goddess Shakti.
Globalization has affected the way people and
companies communicate with each other. In
some cases, cultural differences have
accentuated cultural insensitivity, which is
most felt in the business world. Since
everyone is a consumer of particular
business products, it is important to know
the issues, etiquette, protocol, communication
styles and negotiation approaches of people
from different cultures.
 Examples when lack of cultural or linguistic sensitivity in
global communication severely affected companies or products

McDonald’s spent thousands on

a new TV ad to target the
Chinese consumers. This
featured a Chinese man kneeling
before a McDonald’s vendor and
begging him to accept his
expired discount coupon. The ad
caused uproar over the fact that
begging is considered a
shameful act in Chinese culture.
 Examples when lack of cultural or linguistic sensitivity in
global communication severely affected companies or products

Similarly, McDonald’s also

unintentionally offended
thousands of Muslims
when it printed an excerpt
from the Koran on its
throwaway (take-out)
hamburger bags. Muslims
saw this as sacrilegious.
 Examples when lack of cultural or linguistic sensitivity in
global communication severely affected companies or products

Some staff at the African port of

Stevadores saw the supposedly
internationally-recognized symbol
for “fragile” (i.e. broken wine
glass). Since in their culture, they
treat the pictures printed on
packages to be representation of
what’s inside, they thought it was
a box of broken glasses and
threw all the boxes into the sea.
 Examples when lack of cultural or linguistic sensitivity in
global communication severely affected companies or products

The film “Hollywood Buddha”

caused outrage and protest on
the streets of Sri Lanka, Malaysia
and Myanmar (Burma) when the
designer of the film’s poster
decided to show the lead actor
sitting on the Buddha’s head,
which is an act of clear
degradation against something
holy.
 The cost of cultural insensitivity in
global communication can be felt in
everyday communication, as cultural
misunderstandings often lead to
misinterpretation and unnecessary
tension between people.
Examples of demonstrating cultural
insensitivity in a global setting:

Showing the sole of a shoe (by

crossing one’s legs and pointing
one’s shoes to the speaker, for
example) means nothing to observers
in most Western and Asian countries.
In Muslim cultures (such as Saudi
Arabia), however, the gesture is
perceived as insulting. Similarly,
crossing one’s legs while seated is
customary for Westerners, but this is
a social faux pas in Korea.
Examples of demonstrating cultural
insensitivity in a global setting:

Blinking rapidly while

another person is talking is
normal for most people,
especially during tense
situations. For Taiwanese,
this is considered impolite.
Examples of demonstrating cultural
insensitivity in a global setting:

The Japanese view the

business card as an extension
of their body, while Americans
view it simply as a business
formality. Hence, when
Japanese hand over their
business cards with two hands
and with great care, they get
insulted when the person
receiving just put it away with
haste.
 We have to be mindful that not
everyone from the same culture
exhibits the same characteristics and
habits in communication, so
sensitivity is key to any successful
communicative situation.
In communicating in a highly global environment, the
challenge that faces everyone is to learn to
understand, accept, and address cultural – and
communication – differences.
 ETHICS IN COMMUNICATION
Effective communication is ethical communication.
Communication is ethical when it is genuine, open, cooperative
and sensitive to one’s cultural and social beliefs and practices.

If there is an intent to conceal the truth, or bring damage to any

organization, group or individual person, communication is considered
unethical.

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

a certain group is inevitable because of the message or the
channel used to relay the message, it is still considered
unethical.
TRY TO REFLECT
Did you notice the placement of the
“before” and “after” texts? Did you
notice that the “before” text was right
under the colored woman, while the
brown-skinned model is at the middle,
and the fair-skinned woman is at the far
right, below the text “’after”? What is
the message of the ad? Is there any
individual or group that may be
offended by the ad? Is there another
way of presenting or delivering the
message? Do you think the ad is
ethical?
 How Past Experience and
Prejudice Affect Communication
Past experiences inevitably affect people’s
communication styles in the future. When their
audience responded positively to their message,
chances of them repeating the same style are
relatively high. However, when they were turned
down or given negative feedback, this will
definitely influence how they deliver the
message next time.
 PAST EXPERIENCE
Your parents reacted negatively when you
opened up about your interest for a certain
craft.
Your colleague has forgotten some very
important information many times in the past.
A subordinate in a group that you lead
disagreed twice in your suggestions.
Your professor ignored your inputs last session.
Your teammates reacted positively to your
strategy.
EFFECT TO
COMMUNICATION
You hesitate to discuss the topic with them
despite your rich potential to that craft.
You give him/her reminders every now and
then to avoid messing up again.
You don’t ask for your subordinate’s opinion
anymore, even if he might agree with you this
time.
You don’t provide inputs in class anymore.
You use the same strategy in a similar
situation.
 PREJUDICES
Prejudice, on the other hand, when people take their past
experiences and make certain assumptions that the same
experience will happen with the same people, given the same
context.

Prejudices happen when people isolate an experience with

one “type” of person or one group of people, then behave as
if all encounters with people of the same “type”, or at least
with the same characteristics, will lead to the same
experience.
Showing Commitment
& Genuine Interest
means giving sufficient time and resources to
any discussion or conversation, and being open
about any issue that may arise.
 “Naval Language” or The Belly Button
Psyche
The two major elements affecting ethical communication are ;

words or language, one’s behavior or body

language.
may be enhanced through the ‘Belly
Button Psyche’, or the belly button rule,
which is believed to communicate true
interest while engaging in face-to-face
communication.
 ‘Belly Button Psyche’, or the belly
button rule
The origin of this “rule” dates back to the 1930's.

Most notably, Dr. Albert Mehrabian, professor of

Psychology at UCLA said that the belly button rule is the
most important indicator of reading a person’s intention.

Simply put, the belly button rule means the direction of

a person’s navel reflects his/her true interest.
Here is a basic explanation of the rule:
When people are interested in you and what you have to
say, they will point their belly button squarely at you as you
talk. That shows they are engaged and they are focused on
what you have to say. Although we do this without thinking,
the fact is that we can consider this rule when we are having
conversations with people who are special to us.
If you are uncomfortable with a conversation and you may
have to discuss something that is not easy to discuss, start
with sitting the listener in a way where your belly button is
pointing directly toward theirs. This shows you are focused
on talking to them, and even though they may not be aware,
the listener will at least begin by being focused on you, as
their body language and attention is directed toward you.
When we work to put our focus on listening and valuing what
the other person has to say, then secondly getting our
message across, we can take big steps in a short amount of
time at building better communication.
 Respecting socio-cultural beliefs
and practices of others
Globalization
entails changing the way people communicate to others, especially
those with different norms, cultures and belief systems. This involves
all types of communication, whether face-to-face, chatting via email,
or using various forms of mass media.

Ethical Communication
requires people to respect socio-cultural beliefs
and practices of others, while at the same time
avoiding all kinds of stereotypes.
REFERENCE:
file:///C:/Users/ASUS/Downloads/PURPOSIVE-COMMUNICATION-MODULE.pdf

THANK YOU FOR LISTENING! <33

- Group 1