02/09/2023

CHAPTER 2:
COMMUNICATION
GLOBALIZATION &
TOPICS
a. Globalization and the Global Village
b. Definition of Culture
c. Characteristics of Cultures
d. Adaptation to New Cultures
e. The Nature of Common
Cultural Differences

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f. Communicating Within
and Across Cultures
g. Guidelines on Developing
Intercultural Competence
h. Barriers to Effective
International Communication
i. Impact of Technology
on Communication

COMMUNICATION
LATIN LATIN OLD FRENCH LATIN
communicare communicatio comunicacion communicate
to share

communication

The word COMMUNICATION

is simply the act of transferring information
from one place, person or group to another.
One sender, Sent by the sender Verbal, Non-Verbal,
a message and through a channel Written, and
a recipient to the receiver/s Visualizations

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GLOBALIZATION
SECOND HALF OF
EARLY 20TH
CENTURY
20TH CENTURY 1990s

supplanting an developed its globalization

earlier French term current meaning came into
mondialization globalization popular use

The word GLOBALIZATION

is the spread of products, technology, information,
and jobs across national borders and cultures.

Interdependence Increases interactions One of the most

of nations through between different powerful sources of
free trade regions and populations change in the world

GLOBALIZATION
AND THE
GLOBAL VILLAGE

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GLOBAL VILLAGE
The late Herbert Marshall McLuhan, a Canadian media
and communication theorist, coined the term “Global
Village” in the year 1964 to describe the phenomenon
of the world's culture shrinking and expanding at the
same time due to persuasive technological advances
that allow instantaneous sharing of culture.

The word GLOBAL VILLAGE

is about the world considered as a single
community linked by telecommunications.
Easy travel, mass media Idea that people Interconnection due
and electronic become a single to propagation of
communications community media technologies

DEFINITION
OF
C U LT U R E

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CULTURE
The word CULTURE
is the patterns of learned and shared
behavior and beliefs of a particular social,
ethnic, or age group.

Complex whole Language, customs, values, norms, mores, rules,

of collective human tools, technologies, products, organizations,
beliefs and institutions

CULTURE IS…
* Learned through active teaching, and passive habits.
* Shared meaning that defines a group and meets common needs.
* Patterned meaning of similar ideas.
* Adaptive which helps individuals meet needs across variable
environments.
* Symbolic which means that there are simple and arbitrary signs
that represent something else, something more.

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FIVE COMPONENTS
OF CULTURE

Symbols
Simple Portfolio Language
Designed Values
Beliefs
Norms

1
SYMBOLS
 Thing that represent something
else, especially a material object
representing something abstract.
Either physical or non-physical.
Simple Portfolio
Designed Example:
• A flag is an example of a physical
symbol.
• Bows and curtsies are examples
of non-physical symbols.

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2
LANGUAGE
 Used for communication
 Written and spoken
 When a culture uses the
Simple Portfolio
same basic language as
Designed
another culture, differences
in terminology and inflection
create new meanings.

3
VALUES
 Acceptable behavior within
the society
 Different for each group to
which a person belongs
Simple Portfolio
Designed
Example:
Leadership, Integrity, Faith,
Excellence

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4
BELIEFS
 Fulfill the spiritual needs
of a culture
 A whole culture can be
Simple Portfolio based on one set of
Designed beliefs, yet a larger
cultural group may have
many different sets of
beliefs.

5
NORMS
 Rules, mores, and traditions within
a culture
 As a group develops laws
and regulations, norms change.
Simple Portfolio  Traditions are norms that a culture
Designed holds onto once the norms are no
longer common.
Ex.
Wearing certain clothing for a
holiday is an example of a norm that
has become a tradition.

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CHARACTERISTICS
OF
CULTURE

FIVE CHARACTERISTICS
OF CULTURE

Learned
Simple Portfolio Shared
Designed Based on Symbols
Integrated
Dynamic

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CULTURE IS LEARNED
 It is not biological; we do not inherit it.
 We learn culture from families, peers,
institutions, and media.
 The process of learning culture
is known as Enculturation.

CULTURE IS SHARED
 Because we share culture with other members of
our group, we are able to act in socially
appropriate ways as well as predict how others
will act.
 Despite the shared nature of culture, that doesn’t
mean that culture is homogenous (the same).

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CULTURE IS BASED ON SYMBOLS

 A symbol is something that stands for something

else.
 Symbols vary cross-culturally and are arbitrary.
 Language, money, and art are all symbols.
Language is the most important symbolic
component of culture.

CULTURE IS INTEGRATED
 This is known as Holism, or the various parts
of a culture being interconnected.
 All aspects of a culture are related to one
another and to truly understand a culture, one
must learn about all of its parts, not only a
few.

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CULTURE IS DYNAMIC
 Cultures interact and change because most
cultures are in contact with other cultures,
they exchange ideas and symbols.
 All cultures change, otherwise, they would
have problems adapting to changing
environments.

ADAPTATION
TO
NEW CULTURES

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It is an ongoing process
where you experience new cultures,
learn new developments for yourself,
and discover new abilities that may help
develop your confidence.

In the beginning, it will feel uncomfortable

in the new environment because they wear
different clothes, speak different language,
read using their own language,
and do their different lifestyle.
At first, you may experience culture shock
and ignorance.

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A person
experiences C
S
ignorance U
and unfamiliarity L H
to the way T O
of living U C
after immigration R
because of K
E
the new culture.

FOUR STAGES OF
CULTURE SHOCK
Honeymoon Phase
Simple Portfolio
Negotiation Phase
Designed Adjustment Phase
Reverse Culture
Shock

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1
Newly arrived H
and excited O
about the new N P
surroundings. E H
Y A
They are very
M S
positive about O E
their relocation O
and the newness N
of the place.

2
N
You can experience E
homesickness, when G
you do the things P
that you are not
O
familiar with.
T H
I A
Example: A S
• Taking the T E
transportation I
• language barrier in O
every conversation N

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NEGOTIATION PHASE

S
T
It may increase E
the ego R
of someone E
suffering from O
T
severe culture Y
shock. P
E

NEGOTIATION PHASE

People who have ATTITUDE:

good attitude A
can be successful FACTOR
in adapting to FOR
the new culture,
while others just leave
SUCCESS
the place earlier
than expected.

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THREE MAIN TYPES

OF REACTION

Rejecters
Simple Portfolio
Designed Adopters
Cosmopolitans

NEGOTIATION PHASE

R
People try to separate E
themselves from others. J
They return to their homes E
because it’s the only way C
they would feel
the same harmony
T
of the environment E
they are already R
familiar with. S

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NEGOTIATION PHASE

Some people A
tend to embrace D
the new culture. O
They adapt well, P
while being molded T
into a transformed
and new identity
E
as they decide to R
stay. S

NEGOTIATION PHASE

C
O
People manage S
to adapt M
O
the new culture P
positively O
while keeping L
I
their original T
identity. A
N
S

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3
6 to 12 months.
A
People usually
D
J
begin to grow P
U
because they know H
what to expect S
A
from their T
S
surroundings. M
E
Doing the same E
thing everyday N
becomes a routine. T

4
People
R C
will also adjust
to their old ways.
E U S
Going back V L H
to your old culture E T O
after adjusting well R U C
to a new culture S R K
will also be E E
challenging.

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FIVE TIPS TO COUNTER

CULTURE SHOCK

Learn th e l an guage
Prepare for cultural
Simple Portfolio d i fferences
Designed Be op en -mi n ded
Be p ati en t
Take ti me -off

1
L
Learning the
national language(s) L A
spoken in your E T N
adopted country
A H G
R E U
will help you
communicate, A
and reduce the effects N
of culture shock
G
and misunderstanding. E

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2
The more you D
know about the I
C F
culture of your host P U F
country, the more R L
E F T E
prepared you will
P O U R
be for a different A R R E
way of life, and the R N
easier it will be for A
E L C
you to cope with E
new ideas and S
experiences.

3
Be open to
accepting
M
cultural O I
differences B P N
and E E D
alternative N E
ways of doing D
things.

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4
Be patient with P
yourself and A
allow yourself T
to make B I
mistakes and E E
learn from N
them as you go
T
along.

5
Taking a break from
all that is unfamiliar
helps.
When adapting T T
O
seems difficult, A I
take part in a F
K M
familiar activity F
(read a book, watch E E
a movie or listen to
music in your home
language).

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THE NATURE OF
COMMON
CULTURAL
DIFFERENCES

CULTURAL DIFFERENCES
CULTURE DIFFERENCES
involves the integrated and maintained
system of socially acquired values, beliefs,
and rules of conduct

Contributes to persons’ Causes behavior and personality

relationship with their differences like body language, thinking,
external environment communication, manners, norms, etc.

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INDIVIDUALISM vs. COLLECTIVISM

Individualistic societies:
People define themselves in terms of ‘I’ and their unique attributes.
Autonomy and independent thoughts are valued and the interests
and goals of the individual prevail over group welfare. Personal
attitudes and needs are important determinants of behavior. Ties
between members are loose.

INDIVIDUALISM vs. COLLECTIVISM

Collectivistic Societies:

People define themselves in terms of ‘we’ and their group

memberships. Members are integrated into strong, cohesive in-
groups. Social interdependence and collective harmony are valued.
Relational ties and obligations are important determinants of
behavior; group goals take precedence over individual goals. Shared
living is emphasized. Extended families (with uncles, aunts, and
grandparents) provide protection in exchange for loyalty.

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ORIENTATION TIME
Cultures with a Future Orientation have a strong
tendency and willingness to imagine future possibilities.
Members set long-term goals, develop plans, work hard
and persevere to achieve their ambitions. They delay
gratification and display a strong propensity to save and
invest.

GENDER EGALITARIANISM
Biological constraints in childbearing have long dictated
societal norms about the roles of men and women in
many societies. But outside childbearing, sex-role
distinctions are purely social constructions. Societies differ
with respect to the extent to which they define different
social and emotional roles for males and females.

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ASSERTIVENESS
Societies with low Gender Egalitarianism typically display
high Assertiveness. These societies value assertive,
dominant, and ‘tough’ behavior in both genders. Strength is
admired. Aggression is viewed positively (for example,
aggression is associated with winning).

DOING vs. BEING

 A Doing Orientation encourages self-assertion to master,
direct, and change the natural and social environment to
achieve group or individual goals.
 A Being Orientation stresses fitting into the world as it is.
Members focus on appreciating and understanding the
world rather than trying to change, direct, or exploit it.
Important values include world peace, unity with nature,
and protecting the environment.

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COMMUNICATING
WITHIN AND
ACROSS
CULTURES

KINDS OF RESPONSES
 Avo iding
 A cco m modatin g
 Fo rcing
Simple Portfolio  E du cating -Persuading
Designed  N ego tiating -
C o m promising
 C o llab oration -
Pro b lem So lvin g

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1
We refuse to A
comply or do V
business in O
cultures that I
operate D
according to I
ethical principles N
that differ from G
ours.

2
A
C
We can C
accept the O
different M
M
ethical system O
and conform D
to practices A
T
different from I
ours. N
G

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We can insist
F
on doing O
business in a R
way we C
believe is I
ethically N
proper.
G

4
P
We can try to E E
convince the D R
people with U S
whom we want C U
to do business A - A
on why our T
I D
ethical principle
N I
is more G N
appropriate. G

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5
C
N O
We and the E M
G P
other party O R
can each give T O
I - M
up something A
T I
to negotiate a S
I
settlement. N I
G N
G

6
C
We can work O
L P S
with the other L
A R O
party to face O L
B
the problem O - B V
directly and R L I
reach a mutually A E N
T
satisfying I M G
solution. O
N

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GUIDELINES ON
DEVELOPING
INTERCULTURAL
COMPETENCE

INTERCULTURAL COMPETENCE

Ability to function effectively across cultures, to think

and act appropriately, and to communicate and work
with people from different cultural backgrounds –
at home or abroad.

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Getting to know WIDEN

people coming YOUR FIELD
from your OF
targeted group EXPERIENCE
whose culture BY MAKING
differ from yours NEW
make you understand CONTACTS
the group and
their culture better.

2
LEARN
Taking a course ABOUT
or reading books THE HISTORY,
about people EXPERIENCES,
of diverse cultures AND
makes you experience ASPIRATIONS
their cultures OF PEOPLE
vicariously, FROM
allowing you DIFFERENT
to understand and CULTURES
appreciate them more.

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Being fair-minded
and unprejudiced EXAMINE
YOURSELF
makes you realize
FOR
the possibility POSSIBLE
that some of your STEREOTYPES
judgments are
unfair and wrong.

4
LOOK AT THE
WORLD FROM
Be empathic;
SOMEONE
try to understand ELSE’S WAY
other’s perspective: OF LOOKING,
how they make NOT JUST
sense of their world, YOUR OWN
try to experience WAY OF
what and how they LOOKING
feel. INTO.

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5
The better we feel
about ourselves,
the more likely we WORK ON
are to feel good BECOMING
about others, too, MORE
and the more able SELF-
we are not only to CONFIDENT
understand them
but also to learn
from them.

6
It allows you to
understand the
members of APPRECIATE
different cultural CULTURAL
groups and helps SIMILARITIES
you establish AND
better DIFFERENCES
intercultural
relationships and
interactions.

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7
Never feel ACKNOWLEDGE
superior to THE
ESSENTIAL
people EQUALITY
belonging to AND
any other VALUE
OF
cultural group, ALL
even a minority CULTURES

one.

8
Develop the BE
ability to SENSITIVE
understand the AND
communication INTERPRET
symbols of the CULTURAL
target culture-its STYLES
verbal language, OF
signs, gestures, COMMUNI-
body language, CATION
and customs.

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BARRIERS TO
EFFECTIVE
INTERNATIONAL
COMMUNICATION

1
E
We implicitly T
H
believe our N
way of doing O
C
things and E
N
seeing things T
is the right R
I
and only way. S
M

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2
S
It’s also T
common to E
R
rely on E
oversimplified O
T
clichés about Y
people from P
I
different N
cultures. G

3
P
To manage cross- S
cultural teams Y B
successfully, you C A
H R
need to flex your O
own style. It’s not L R
easy to go against O I
G E
your natural R
preferences. People I S
can feel unauthentic C
A
and incompetent. L

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4
All groups have a L B
common A
A
language, but
when some
N R
people are more G R
fluent than U I
others, it creates A E
social distance G R
between E S
members.

5
G
In global virtual E
teams, people O D
don’t get the G I
chance to R S
interact and build A T
P A
relationships H N
with each other I C
as in a traditional C E
office A
environment. L

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6
C
Culture is like an O
iceberg: what you N C
see are the F U V
L L A
behaviors, and T L
those are I U U
influenced by the C R E
invisible values T A S
I L
under the water N
line. G

IMPACT OF
TECHNOLOGY ON
COMMUNICATION

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POSITIVE IMPACT NEGATIVE IMPACT

No Barriers  Impact on Interpersonal
Strengthened Communication
Relations  Effect on Non-Verbal
Communication
Better Solutions  Near Yet Far
Online Schools  Reduced Social
Impact On Relations Interactions
Development  Led to Many Addictions
 Malicious Motives

1
Communication is
B
now easy; in case A
of situations R
when you want to N R
convey something
urgently to
O I
someone, mobiles
POSITIVE IMPACT
E
and emails come R
in handy. S

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2
S
Technology has T
R R
made it easy to E
E
keep in touch N L
with old G A
T
contacts, and T I
H O
has also helped POSITIVE IMPACT
E
strengthen N
N S
relationships. E
D

3
S
Technology has O
brought the B
L
world closer E
U
and promoted T
T
exchange of T
I
thoughts to find POSITIVE IMPACT E
O
better solutions R
N
to any problem. S

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4
Services like S
video- O
C
conferencing has N
made it possible H
L
to give best O
I
education to O
POSITIVE IMPACT
N
students via L
expert faculty E
S
on the web.

5
Technology is the R
rationale behind E
the success of I L
long-distance M A
relationships. P O T
Video chats and A N I
social networking
POSITIVE IMPACT C
sites have played
T O
a big role in N
keeping people in
touch.
S

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6
Technological D
E
advancements in V
the modes of E
communication L
have promoted O
faster decision- P
making, and led to POSITIVE IMPACT M
the development E
N
and progress of T
the world.

1
I C
A major reason N O
for this T M
E M
tendency is I R U
increased M P N
P O E I
frequency of A N R
C
communication C
NEGATIVE IMPACT T S A
through texting O T
N I
and chatting on A O
websites. L N

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2
C
Technological O
N
means have also O M
affected nonverbal E N M
communication. F - U
F O V N
Lack of face-to- I
E N E
face interaction C R C
has reduced the NEGATIVE IMPACT T B A
T
nonverbal grasping A I
power of L O
individuals. N

3
Communication is
missing, parents are
not technology
N
savvy and not used Y F
to the E
E A
communication A
styles of their kids, T R
and this has
NEGATIVE IMPACT
R
increased the
generation gap.

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4
I
Consider the N
socializing among R T
people. Life has E S E
D O R
changed a lot; C A
there are no U I C
C A T
social meetings NEGATIVE IMPACT E
and get-togethers D L I
O
(the frequency N
has reduced). S

5
People have A
literally become D
addicted to the D
Internet and cell
L M I
phones, and this T A
E O C
addiction has led N T
to many anxiety D Y I
NEGATIVE IMPACT
disorders. People O
addicted to the N
Internet feel lonely S
and isolated.

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6
Many people abuse M
the social A M
networking sites L O
and communicate
to unsuspecting
I T
beings pretending C I
someone else. This
NEGATIVE IMPACT
I V
tendency of O E
people has done S
more harm than
U
good. S

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