COMMUNICATION AND GLOBALIZATION
LESSON 1. LOCAL AND GLOBAL COMMUNICATION IN
MULTICULTURAL SETTING
Communication is often defined as the sharing
of information, ideas, and messages between two or
more people. The primary goal, of course, of
communication is to understand the information being
conveyed or shared and, at the same time, also to be
understood. One of the ways successful communication
can be achieved is to have the involved parties share a
mutual knowledge of how the signs and symbols used in
communication come together to create meaning.
However, communication is not as simple as sending and
receiving messages, as it may involve interaction
between people from different backgrounds and
cultures. Often, how people impart and understand a
message depends on how they derive or inject meaning
into what is being said (or not said). People read
information based on their knowledge of it, and their
knowledge is ultimately shaped by the culture and
environment they are in. It is important to understand
that what is appropriate in terms of communication can
differ from person to person or from culture to culture.
Communicating in a culturally appropriate way would
require finding ways to impart and receive messages
with respect to the cultural differences between
individuals involved in the communication process.
Therefore, to be able to communicate effectively in the
local and global setting, one must be able to understand
that there are internal and external differences one must
take into consideration before diving into the process of
communication.
LEARNING OUTCOMES
At the end of this lesson, the students shall have been
able to:
1. define and discuss cultural diversity;
2.discuss and define what intercultural
communication is;
3. identify ways culture can determine how
information is processed.
4. compare communication in the local and
global settings and
5. identify effective ways of communicating
within the influences of individual cultures.
Effective communication is important in any
interaction one gets involved in. In theory, effective
communication is as simple as sending a message to a
receiver, the receiver decoding the message and
understanding it, and, ideally, getting a response from
that receiver. However, effective communication is not
as simple as it theoretically sounds. Effective
communication involves a complex understanding of
how symbols and signs are presented based on the
cultures and environments of the communicators. Look
at how one communicates within the boundaries of
his/her home. Despite speaking the same language and
coming from the same background and culture, family
members still experience miscommunication due, most
likely, to differences in age, gender, and personality or
the context in which the message is interpreted.
Now, take that same situation and place it in a
global context. Imagine one’s self - interacting with
people from different backgrounds, cultures, and
languages. The opportunity for miscommunication
becomes more apparent the bigger the difference is
between the communicators’ language and culture.
What is culture?
Culture is often defined as the learned patterns
and attitudes shared by a group (Martin & Nakayama,
2010). According to Geert Hofstede (1984), a noted
social psychologist, culture is "the programming of the
mind." He said:
Every person carries within him or herself
patterns of thinking, feeling, and potential
acting which were learned throughout [his or
her] lifetime. Much of [these patterns are]
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acquired in early childhood because, at that
time, a person is most susceptible to learning
and assimilating.
Hofstede (1984) described how patterns are
learned and developed through daily interactions with
his surroundings - with his family, community, school,
work, and so on (Martin & Nakayama, 2010). Culture
shapes one’s perceptions and ideas, which, in turn,
would also shape how one interact, gives meaning to
and draws meanings from the signs, symbols, and
messages he or she may encounter every day.
What is Intercultural Communication?
The differences in cultures and backgrounds
affect communication. Culture becomes a significant
determiner of how people approach any form of
communication. One’s environment can significantly
change his or her perception about certain issues in
society, which in turn would also determine how he or
she would communicate the ideas he or she may want
to tackle.
In addition, people from different backgrounds
often encounter difficulties in processing meanings and
understanding messages due to difficulties in
understanding certain communication factors, such as
language, context, and meaning. Communication
problems often occur when there is a lack of
understanding about how certain cultures "work."
Ultimately, the only way to lessen
miscommunication in an intercultural context is to
understand that no two individuals are alike and that
every person comes from a background that may be
different. It is only by observing and learning the
cultures of other people that one can lessen the gap
created by cultural differences.
High-Context Cultures and Low-Context Cultures
One framework for understanding intercultural
communication is the concept of high and low-context
cultures. This concept refers to the values cultures place
upon direct and indirect communication (Neese, 2016).
According to scholars, high-context and low-
context cultures rely on the verbal and nonverbal cues
present in the interaction to draw meaning from the
message. High-context cultures consider the
background information of the sender and receiver
when comprehending messages.
Asian, African, Arab, central European and Latin
American cultures are generally considered high-context
cultures. For these cultures, they tend to put a premium
on their relationships with the people they interact with.
Productivity would depend on how these relationships
work within and among the group members. Nonverbal
cues are very important and often control how the
message is understood more than verbal clues, which
may be more indirect than direct (Halverson & Tirmizi,
2008).
On the other hand, western cultures with
European roots, such as the United States and Australia,
are generally considered low-context cultures (Neese,
2016). Contrary to high-context cultures, low-context
cultures prefer direct over indirect communication. They
may not put too much value on the non-verbal cues
present in the communication. Relationships do not
seem to play a significant role in the communication
process. Ideas and information are sent and received
explicitly (Halverson & Tirmizi, 2008).
Cultural differences shape how people interact
and communicate with one other. According to Carol
Kinsey Goman (2011), people in Japan, a high-context
culture, would rather communicate face-to-face than
over electronic devices, which are often preferred by
people in highly-industrialized countries such as the US,
UK, Germany, etc., which are considered lowcontext
cultures. This is because the Japanese place more value
on the relationships they create and establish through
communication.
The United States can be considered as an
individualistic culture (low-context) that emphasizes
individual goals, whereas Japan can be seen as a
collectivist culture (highcontext) wherein a person
defines himself based on his relationship with others
(Spring, 2000).
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There are often misinterpretations of messages
that are sent between cultures. Most times, these
misinterpretations result from differences in cultural
values (Spring, 2000).
Potential Areas for Misinterpretation in Intercultural
Communication
According to AJ Schuler (2003),
miscommunication in a cross-cultural setting can be
minimized if one is aware of the different areas wherein
misinterpretation can occur. He came up with a list of
potential hot spots in intercultural communication
which more often than not, have become areas for
miscommunication. Looking into these areas and
studying them before interacting with people from other
cultures can greatly help lessen the obstacles one would
need to navigate in the communication process.
1. Opening and closing conversations
Different cultures have different ways of
addressing someone in terms of who should be
addressed first, how they should be addressed, and
when they can be addressed. Who speaks first or who
closes the conversation can also differ from one culture
to another. In some situations, addressing someone
uncommonly in a particular culture can often be
considered rude and disrespectful.
2. Taking turns during conversations
There are appropriate ways of interacting with
other people in all cultures. In some, turn-taking is often
welcomed, whereas, in other cultures, listening and
reserving comments after the conversation is preferred.
Other cultures believe that giving an immediate
response can be seen as a challenge or humiliation.
3. Interrupting
In some cultures, interruption during a
conversation can be acceptable, especially when it is
within the context of the interaction. However, in other
cultures, interrupting in the middle of a conversation,
regardless of the point being made, can be viewed as
impolite.
4. Using silence
The use of silence and the amount of silence in
communication can be interpreted in many ways
depending on the culture in which one interacts. In
some cases, silence before a response to a conversation
would give the impression of thoughtfulness and
consideration to the first speaker. On the other hand,
silence can also come off as a sign of hostility or
indifference to others.
5. Using appropriate topics of conversation
Appropriateness of topics could largely depend
on the situation one is in and the culture one belongs to.
In some cultures, talking about money can be seen as
unethical and embarrassing. In other cultures, however,
one can easily talk and ask how much a person earns. In
Asian cultures, talking about family issues with those
who are not part of the family can be construed as
inappropriate. Many Asian cultures protect family issues
fiercely. Appropriateness of topics to discuss is
determined not only by where one is from but also by
one's religion, educational background, etc.
6. Using humor
In Western culture, humor is often used as an icebreaker
in communication to help establish rapport with others.
In some ways, humor is used to make an atmosphere
less stifling and more relaxed. In other cultures and
situations, however, using humor in a conversation may
seem disrespectful.
7. Knowing how much to say
Knowing how much to say and when to say it can also
determine the success of communication. Many people
from Western cultures prefer communicating in a
straight-to-the-point manner. In contrast, those from
Asian cultures are less confrontational, thereby utilizing
a more indirect approach in discussing certain matters.
8. Sequencing elements during a conversation
When to say things is as important as what and
how one says things. A speaker should always consider
the timing in which he or she should introduce a topic,
negotiate, or ask for directions. Often, people struggle
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about when they should change direction regarding the
conversation or how far into the conversation it would
be appropriate to ask questions.
It is important to note, however, that culture
being mentioned here is not merely limited to
geographics. Cultural differences may also be
determined by gender, age, religion, education, position,
political affiliations, and so on. For example, some
religions would strongly define the roles of men and
women within the society which would, in turn, dictate
how they interact with people of the opposite sex.
Intercultural communication is an ever-evolving
process. As cultures continue to grow, morph, adapt and
interact with each other, how people communicate will
continue to change over time. As technology and travel
continue to make access to the rest of the world easier
and more convenient, it is important to understand that
differences in culture should be studied to allow for
better communication and interaction among the
members of the global community. No culture is better
than the other, and no culture is perfect. It is only when
people understand this that they can learn to adapt and
interact with one another in a harmonious level.
(Source: Central Philippine University)
LESSON 2. VARIETIES AND REGISTERS OF SPOKEN
AND WRITTEN LANGUAGE
At the end of the lesson, you are expected to:
a. Define language register;
b. Identify and explain the styles in spoken language
registers;
c. Identify and explain the styles in written language
registers;
d. Understand the various rules about written language
registers.
Language
➢ the method of human communication, either
spoken or written, consists of using words in a
structured and conventional way.
• Language is a System
• Language is Symbolic
• Language is Conventional Language is Learned
• Language Changes
➢ the scientific study of language and its
structure, including the study of
morphology, syntax, phonetics, and
semantics.
➢ Specific branches of linguistics include
sociolinguistics, dialectology,
psycholinguistics, computational
linguistics, historical-comparative
linguistics, and applied linguistics.
Language
Effective use of language encompasses
proficiency in learning communication rules.
1. Phonology. The orderly association of
sounds in languages.
2. Language Semantics. Deals with the study of
meanings of words and phrases in language or in a
particular context.
➢ Denotation - lexical meaning of words or based
on the meaning from a dictionary.
➢ Connotation- is the hidden meaning of words
that often prevails feelings and associations that
the word arouses.
3. Language Syntax. The structural rules or guidelines
for merging sound into words and words into sentences.
This discusses about the grammar.
4. Pragmatics. The ways in which context contributes to
meaning. It encompasses the speech theory,
conversational implication, talk in interaction and other
approaches to language behaviour.
➢ Pragmatic competence . The ability to
comprehend the intended meaning
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Language Register

➢ In linguistics, a register is a variety of Consultative register

a language used for a particular
➢ Two-way participation; background information
purpose or setting.
is provided - prior knowledge is not assumed.
➢ "Back-channel behavior" such as "uh huh," "I
➢ Language register is the level of
see," etc.
formality with which you speak.
➢ Interruptions are allowed.
Different situations and people call for
different registers. e.g. Conversations between:
Guidelines for presenting best in front of a crowd: • Teacher/student
• Doctor/patient
1. Use words sensibly.
• Expert/apprentice
2. Comprehend the connotations of words.

3. Use language that is suitable to the communication Casual register

framework.
➢ In-group friends and acquaintances; no
4. Enrich your language. background information provided; ellipsis and
slang are common;
➢ Interruptions are common;
Five styles in spoken language registers by Martin Joos ➢ This is common among friends in a social setting.
(1961):
Intimate register
1. Frozen or static register
➢ Non-public; intonation is more important
2. Formal register that wording or grammar; private
3. Consultative register vocabulary;

4. Casual Register ➢ Includes non-verbal messages;

5. Intimate register
➢ Common among family members and close
friends.
Frozen or static register
As You Know It
➢ Uses printed unchanging language such as
biblical quotations, often contains archaisms. Denotatively, language is the system of words or signs
that people use to express thoughts and feelings to each
example: Panatang Makabayan of the other. Language when used should be appropriate for
Philippines the situation you are in. We use diverse language
registers for different sorts of writing, just as we
Formal register
communicate differently to numerous people.
➢ One-way participation; no interruption;
technical vocabulary or exact definitions are
important;
➢ includes presentations or introductions
between strangers.

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Language Register Contractions are not usually used in formal writing, even
though they are very common in spoken English.
• Language register is the level and style of your writing.
It should be appropriate for the situation you are in. In formal writing, you should spell out contractions.

• The language register determines the vocabulary, e.g. In formal writing, you should use:
structure, and grammar in your writing.
✓ cannot instead of can't
• We use different language registers for different types
of writing, just as we speak differently to different ✓ have not instead of haven't
people. ✓ will not instead of won't
The language register determines the vocabulary,
✓could not instead of couldn't
structure, and grammar in your writing.
✓is not instead of isn’t
The three most common language registers in writing
are: Contractions CAN be used if you are quoting someone's
exact words in your writing.
1. Formal
Ex: "Two-thirds of my eighth-grade students can't read
2. Informal
at grade level," the professor stated. *Keep in mind that
3. Neutral an apostrophe does not always make a contraction.
Apostrophes are also added to nouns to show
ownership. These are used in all language registers,
Formal Language Register
including formal.
➢ more appropriate for professional writing and
2. Spell out numbers less than one hundred.
letters to a boss or a stranger.
➢ Formal writing is probably the most difficult Examples:
type of writing.
➢ It is impersonal, meaning it is not written for a ✓ nineteen
specific person and is written without emotion. ✓ twenty-two
➢ Some kinds of writing are always written in ✓ seventy-eight
formal English. ✓ six

3. Write in third person point of view

Formal writing includes: In formal writing, we usually do not use first person or
o Business Letters second person unless it is a quote.
o Letters of complaint Avoid using: I, You, We, Us
o Some essays
o Reports Examples:
o Official speeches x You can purchase a car for under $10,000.
o Announcements
o Professional emails ✓ One can purchase a car for under $10,000.

Rules for Writing ✓ A car can be purchased for under $10,000.

1. Do not use contractions x You will probably see an elephant on an African safari.
✓ Elephants are a common sight on African safaris.

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4. Avoid using too much passive voice name out the first time it appears, followed by the
acronym.
In formal writing, it is better to use an active voice.
From then on, you can use the acronym by itself.
Passive sentences:
Examples:
x The dog ate the bone.
o National Aeronautics and Space Administration
x The research was completed by the students in (NASA)
2009. o Kansas Department of Transportation (KDOT)

Active sentences: For abbreviations, write the complete word the first
time, then use the abbreviation.
✓ The dog ate the bone.
Examples:
✓ The students completed the research in 2009.
o influenza => flu
✓In 2009, the students completed the research. o United States of America => U.S.A or USA
o tablespoon => tbsp.
For example, in a rule above,
o Kansas => KS Do not use slang abbreviations or
x "Apostrophes are also added to nouns to show symbols that you would use in friendly emails
ownership." and texts. • Examples:
o LOL (laugh out loud)
✓ "Additionally, add an apostrophe to a noun to show o ttyl (talk to you later)
ownership." o &
"Use apostrophes with nouns to show ownership." o b/c (because)

5. Avoid using slang, idioms, exaggeration 7. Do not start sentences with words like and, so, but,
(hyperboles), and clichés. also

Slang is common in informal writing and spoken English. Here are some good transition words and phrases to use
Slang is particular to a certain region or area. in formal writing:

Examples of slang: awesome/cool okay/ok check it out o Nevertheless

in a nutshell o Additionally
o However
A cliché is a phrase that is overused (said too often) o In addition
Common cliches: o As a result of
o Although
o too much of a good thing
o moment of truth 8. Always write in complete sentences.
o Time is money. Write in complete sentences which are correctly
o Don't push your luck. punctuated. Sentences always begin with a capital letter
o Beauty is only skin deep and end in either a full stop, exclamation, or question
mark.
6. Avoid abbreviations and acronyms

If you use an acronym or abbreviation, write it • A complete sentence always contains a verb, expresses
a complete idea and makes sense standing alone.
out the first time. When using acronyms, write the entire

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Example: ✓ Symbols and abbreviations

x The proposal was finally rejected. Although ✓ Acronyms
they considered it. ✓ Incomplete sentences
✓ Although they considered the proposal, it ✓ Short sentences
was finally rejected. ✓ First-person, second person, and third person
✓ Paragraphs or no paragraphs
9. Write longer, more complex sentences. ✓ Jokes
✓ Personal opinions
A sentence that contains one independent clause and at ✓ Extra punctuation (Hi Bob!!!!!!!)
least one dependent clause. ✓ Passive and active voice
o Dependent Clause + Independent Clause (comma
splits the clause) Neutral Language Register
o Independent Clause + Dependent Clause (comma ➢ We use the neutral language register with non-
usually does not split the clause emotional topics and information.
➢ Neutral writing is not necessarily formal or
Examples: informal. It is not usually positive or negative.
Hannah has been nothing but trouble since she got A neutral register is used to deliver facts.
here. ➢ Some writings are written in a neutral register.
like to eat candy, but I don't like to eat popcorn. This means they are not specifically formal or
Because he was late again, he would be docked a informal.
day's pay.
While I am a passionate basketball fan, I prefer Writing in the natural language register includes:
football. ✓ Product details
I like to eat candy before I watch a movie.
✓ Reviews
Having a party is a bad idea because the neighbors
✓ Articles
will complain.
✓ Some letters
Informal Language Register ✓ Some essays
➢ Informal writing is written in the way we talk to ✓ Technical writing
our friends and family.
➢ We use informal writing when we are writing to (Source: University of Perpetual Health System Jonella)
someone we know very well.
➢ Some kinds of writing can be written in an
informal style.

Informal writing includes:

✓ Personal e-mails
✓ Phone texts
✔Short notes
✓ Friendly letters
✓ Most blogs
✓ Diaries and journals

There are no major rules to informal writing.

With informal writing, you can include things such as:

✓ Slang and clichés
✓ Figurative language

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