UNIT 3

LOCAL AND GLOBAL

COMMUNICATION IN
MULTICULTURAL
SETTING
Pauline Joy G. Tardaguila, MaEd
 LESSON OBJECTIVES

01. EXPLAIN THE CONNECTION OF CULTURE AND

COMMUNICATION;

02. DIFFERENTIATE CROSS- CULTURAL AND

INTERCULTURAL COMMUNICATION;

03. CONTRAST THE DIMENSIONS OF

CULTURE AND

04. IDENTIFY THE BARRIERS OF INTERCULTURAL

COMMUNICATION.
 LOCAL AND GLOBAL
COMMUNICATION
Local and Global Communication is indeed a challenge
to an individual with cultural diversity, due to some
context that may differ depending on the one's perception
of word meaning in relation to their culture. The culture
shapes most of the way an individual interacts with one
another, then once you consider language barriers and
vocabulary utilized by different generations, it is easy to
see where miscommunication can happen.
 GLOBAL COMMUNITY
Refers to the people of the globe, considered as
being closely connected by modern
telecommunications.
Examples:
Major offices and a few homes linked with fiber
systems
Global multimedia service
Satellite transmissions
 WHAT IS CULTURAL
AWARENESS?
Local and Global Communication is indeed a challenge
Is knowing
to an individual that diversity,
with cultural there are duemultiple
to some
different
context that maycultures – supported
differ depending religion,
on the one's perception
of word meaning in relation to their culture. The culture
ethnicity, nationality, and other factors-
shapes most of the way an individual interacts with one
that have
another, different
then once attitudes
you consider language and
barriers and
vocabulary
outlooks. utilized by different generations, it is easy to
see where miscommunication can happen.
 WHAT IS CULTURAL
AWARENESS?
Local and Global Communication is indeed a challenge
Is knowing
to an individual that diversity,
with cultural there are duemultiple
to some
different
context that maycultures – supported
differ depending religion,
on the one's perception
of word meaning in relation to their culture. The culture
ethnicity, nationality, and other factors-
shapes most of the way an individual interacts with one
that have
another, different
then once attitudes
you consider language and
barriers and
vocabulary
outlooks. utilized by different generations, it is easy to
see where miscommunication can happen.
 WHAT IS CULTURAL
SENSITIVITY?
Local and Global Communication is indeed a challenge
Involves accepting those
to an individual with cultural diversity, due to some
differences
context without
that may differ depending insisting
on the one'syour
perception
of word meaning in relation to their culture. The culture
own culture is best, or that
shapes most of the way an individual interacts with one
everybody
another, then once should
you considerdolanguage
it your wayand
barriers
vocabulary utilized by different generations, it is easy to
(Sherman, 2018).
see where miscommunication can happen.
 WHAT IS CULTURAL
SENSITIVITY?
Local and Global Communication is indeed a challenge
Involves accepting those
to an individual with cultural diversity, due to some
differences
context without
that may differ depending insisting
on the one'syour
perception
of word meaning in relation to their culture. The culture
own culture is best, or that
shapes most of the way an individual interacts with one
everybody
another, then once should
you considerdolanguage
it your wayand
barriers
vocabulary utilized by different generations, it is easy to
(Sherman, 2018).
see where miscommunication can happen.
CULTURAL AWARENESS
& SENSITIVITY
GUIDELINES:
 1. Have a transparent sense of your own
Local and Global Communication is indeed a challenge
ethnic, cultural, and racial identity.
to an individual with cultural diversity, due to some
context that may differ depending on the one's perception
of 2. Bear
word in mind
meaning that in
in relation order
to their to learn
culture. about
The culture
shapes most of the way an individual interacts
others, you need to know and be prepared with one
another, then once you consider language barriers and
to share your own culture.
vocabulary utilized by different generations, it is easy to
see where miscommunication can happen.
 3. Be aware of your own discomfort once
you encounter differences in race, color,
Local and Global Communication is indeed a challenge
to religion, sexual
an individual orientation,
with cultural diversity,language, and
due to some
ethnicity.
context that may differ depending on the one's perception
of word meaning in relation to their culture. The culture
shapes most of the way an individual interacts with one
4. Be aware of the assumptions that you
another, then once you consider language barriers and
hold about
vocabulary people
utilized of cultures
by different different
generations, from
it is easy to
seeyour
whereown.
miscommunication can happen.
 5. Remember of your stereotypes as they arise
and develop
Local personal
and Global strategies
Communication for reducing
is indeed a challenge
to the harm that
an individual they
with cause.
cultural diversity, due to some
context that may differ depending on the one's perception
of 6.
word meaning in relation to their culture.
Remember of how your cultural perspective The culture
shapes most of the way an individual interacts with one
influences your judgments about what
another, then once you consider language barriers and
appropriate normal or superior behaviors and
vocabulary utilized by different generations, it is easy to
seevalues
where are.
miscommunication can happen.
 7. Accept that in cross-cultural situations, there
are often uncertainty, which uncertainty can
Local and Global Communication is indeed a challenge
cause you to anxious. It can also mean that you
to an individual with cultural diversity, due to some
do not respond quickly and take the time needed
context that may differ depending on the one's perception
to get more information.
of word meaning in relation to their culture. The culture
shapes most of the way an individual interacts with one
8. Take
another, anyonce
then opportunity to put
you consider yourself
language in places
barriers and
where you'll
vocabulary be able
utilized to study
by different differences
generations, it isand
easy to
see where
build miscommunication
relationships; and can happen.
 Local and Global Communication is indeed a challenge
to an individual with cultural diversity, due to some
9. Understand that you will likely be perceived
context that may differ depending on the one's perception
as a person with power and racial privilege
of word meaning in relation to their culture. The culture(or
the opposite),
shapes andan
most of the way that you may
individual not be
interacts seen
with one
another, then once you consider language barriers and
vocabulary utilized by different generations, it is easy to
see where miscommunication can happen.
 GENDER
SENSITIVITY
 WHAT IS GENDER
SENSITIVITY?
Local and Global Communication is indeed a challenge
Refers to the aim of taking
to an individual with cultural diversity, due to some
account
context and/or
that may understanding
differ depending the
on the one's perception
of word meaning in relation to their culture. The culture
societal and cultural factors
shapes most of the way an individual interacts with one
involved
another, in gender-based
then once you consider languageexclusion
barriers and
vocabulary utilized by different generations, it is easy to
and discrimination.
see where miscommunication can happen.
 WHAT IS GENDER
SENSITIVITY LANGUAGE?
Local
It isand
theGlobal Communication
realization of gender is equality
indeed a challenge
in
to written
an individual with cultural diversity, due to
and spoken language. It is attained some
context that may differ depending on the one's perception
when women and men and people who don't
of word meaning in relation to their culture. The culture
conform to the binary gender system are
shapes most of the way an individual interacts with one
madethen
another, visible
once and
youaddressed in language
consider language barriersasand
personsutilized
vocabulary of equalby value, dignity,
different integrity,
generations, andto
it is easy
see where
respect. miscommunication can happen.
 POLITICAL
CORRECTNESS
 WHAT IS POLITICAL
CORRECTNESS?
Local and Global Communication is indeed a challenge
It is used
to an individual with to describe
cultural language,
diversity, due to some
context that may differ depending on the one's perception
policies, or measures that are intended
of word meaning in relation to their culture. The culture
to avoid
shapes orthedisbenefit
most of to members
way an individual ofone
interacts with
another, then once you consider
particular groups in society. language barriers and
vocabulary utilized by different generations, it is easy to
see where miscommunication can happen.
 SOME WORDS THAT MAY BE USED FOR
POLITICAL CORRECTNESS ARE AS FOLLOWS:

Local and Global Communication is indeed a challenge

1. Academic
to an dishonesty
individual with (instead
cultural diversity, ofsome
due to cheating)
context that may differ depending on the
2. Aesthetically challenged (instead of ugly)one's perception
of word meaning in relation to their culture. The culture
3. Black (instead of negra)
shapes most of the way an individual interacts with one
4. Comb-free
another, then once(instead of language
you consider bald) barriers and
5. Differently
vocabulary utilizedabled (instead
by different of disabled)
generations, it is easy to
see where miscommunication can happen.
 SOME WORDS THAT MAY BE USED FOR
POLITICAL CORRECTNESS ARE AS FOLLOWS:

Local and Global Communication is indeed a challenge

1. Academic
to an dishonesty
individual with (instead
cultural diversity, ofsome
due to cheating)
context that may differ depending on the
2. Aesthetically challenged (instead of ugly)one's perception
of word meaning in relation to their culture. The culture
3. Black (instead of negra)
shapes most of the way an individual interacts with one
4. Comb-free
another, then once(instead of language
you consider bald) barriers and
5. Differently
vocabulary utilizedabled (instead
by different of disabled)
generations, it is easy to
see where miscommunication can happen.
CULTURE
 WHAT IS CULTURE?
Local and Global Communication is indeed a challenge
It is a pattern of learned and shared
to an individual with cultural diversity, due to some
behaviors
context that mayanddifferbeliefs
depending ofon
a the
particular
one's perception
of word meaning in relation to their culture. The culture
social, ethnic or group. Culture is also
shapes most of the way an individual interacts with one
the society’s
another, then once you way of creating
consider socialand
language barriers
connectivity among group.
vocabulary utilized by different generations, it is easy to
see where miscommunication can happen.
 BASIC TERMS TO REMEMBER:
Local and Global Communication is indeed a challenge
Believing that your culture is
to an individual with cultural diversity, due to some
context that may differ depending on the one's perception
the benchmark of all other
of word meaning in relation to their culture. The culture
culture is called ethnocentric
shapes most of the way an individual interacts with one
another, then once you consider language barriers and
bias.
vocabulary utilized by different generations, it is easy to
see where miscommunication can happen.
 BASIC TERMS TO REMEMBER:
Local and Global Communication is indeed a challenge
Cross- cultural communication
to an individual with cultural diversity, due to some
generally
context that may compares the on the one's perception
differ depending
of word meaning in relation to their culture. The culture
communications styles and patterns of
shapes most of the way an individual interacts with one
people
another, thenfrom different
once you considercultural/social
language barriers and
structure,
vocabulary utilized by different generations, it is easy to
see where miscommunication can happen.
 BASIC TERMS TO REMEMBER:
Local and Global Communication is indeed a challenge
Intercultural communication deals with
to an individual with cultural diversity, due to some
how people from these cultural/social
context that may differ depending on the one's perception
of structures
word meaningspeak toto
in relation one another
their and
culture. The what
culture
shapes most of the way an individual interacts
difficulties or differences they encounter, with one
another, then once you consider language barriers and
over and above the various languages they
vocabulary utilized by different generations, it is easy to
seespeak.
where miscommunication can happen.
 BASIC TERMS TO REMEMBER:
Local and Global Communication is indeed a challenge
Intercultural communication deals with
to an individual with cultural diversity, due to some
how people from these cultural/social
context that may differ depending on the one's perception
of structures
word meaningspeak toto
in relation one another
their and
culture. The what
culture
shapes most of the way an individual interacts
difficulties or differences they encounter, with one
another, then once you consider language barriers and
over and above the various languages they
vocabulary utilized by different generations, it is easy to
seespeak.
where miscommunication can happen.
DIMENSIONS
OF CULTURE
 INDIVIDUALISM VS. COLLECTIVISM
Local and Global Communication is indeed
This dimension of culture refers to how a challenge
to an individual with cultural diversity, due to some
people define themselves and their
context that may differ depending on the one's perception
relationships with others. In individualism, the
of word meaning in relation to their culture. The culture
interest of the individual prevails over the
shapes most of the way an individual interacts with one
interest
another, thenofonce
the you
group whilelanguage
consider in collectivism, the
barriers and
interest utilized
vocabulary of the group prevails
by different over the
generations, interest
it is easy to
seeofwhere miscommunication can1997).
the individual.(Hofstede, happen.
 MASCULINITY VS. FEMININITY
Local and Global Communication is indeed
Hofstede (1980) found that women’s social a challenge
to role
an individual with cultural diversity, due to some
varied less for culture to culture than men’s.
context that may differ depending on the one's perception
He labeled as masculine cultures those who
of word meaning in relation to their culture. The culture
strive for maximal distinction between what
shapes most of the way an individual interacts with one
women and men are expected to try and do.
another, then once you consider language barriers and
Those labeled as feminine cultures are those that
vocabulary utilized by different generations, it is easy to
seepermit
where more overlapping social
miscommunication role for the sexes.
can happen.
 POWER DISTANCE
Local anddistance
Power Global Communication
is defined as toiswhich
indeedless
a challenge
to powerful
an individual with cultural
members diversity,
of institution due to
within ansome
area
context
expectthat
andmay differthat
accept depending
power isondistributed
the one's perception
of unequally.
word meaning in relation
In high power to their culture.
distance Thechildren
cultures, culture
shapes most of the
are expected way an individual
to display respect forinteracts
those of with one
higher
another, then once you consider language
status. Cultures with high power distance havebarriers and
vocabulary utilized by different generations, it
power and influence concentrated in the hands of a is easy to
see where miscommunication can happen.
few than distributed throughout the population.
 UNCERTAINTY AVOIDANCE
Local and Globalavoidance
Uncertainty Communication
refersis to
indeed a challenge
the extent to
to which
an individual with cultural diversity, due to
people in a culture feel threatened bysome
context that may differ depending on the
uncertain or unknown situations. Hofstede one's perception
of word meaning in relation to their culture. The culture
(1997) explains that this sense is expressed
shapes most of the way an individual interacts with one
through nervous stress and during a need
another, then once you consider language barriers and
for
predictability or a necessity for written or
vocabulary utilized by different generations, it is easy to
seeunwritten rules.
where miscommunication can happen.
 TASK VS. SOCIAL ORIENTATION
Task-
Localoriented societies
and Global are characterized
Communication by aafocus
is indeed on
challenge
to making the team
an individual more
with competent
cultural through
diversity, training
due to someand
the usethat
context of up-to-date
may differ methods.
depending In on
task-
theoriented
one's perception
societies, members are highly concerned with individual
of word meaning in relation to their culture. The culture
success: advancing to more responsible jobs, better
shapes most of the way an individual interacts with one
training, and so on. By contrast, groups in socially oriented
another, then once you consider language barriers and
societies focus more on collective concerns: cooperative
vocabulary utilized by different generations, it is easy to
problem solving, a friendly atmosphere, and good physical
see where miscommunication can happen.
working conditions.
 BARRIERS TO
INTERCULTURAL
COMMUNICATION
 ANXIETY
Local and Global Communication is indeed a challenge
The firstwith
to an individual barrier is high
cultural anxiety.
diversity, When
due to some
context that may differ depending on the one's
you're anxious due to not knowing what you perception
of word meaning in relation to their culture. The culture
are expected to do, it's only natural to
shapes most of the way an individual interacts with one
concentrate
another, on
then once that
you feeling
consider and not
language be totally
barriers and
presentutilized
vocabulary in the by
communication transaction.
different generations, it is easy to
see where miscommunication can happen.
 ETHNOCENTRISM
Theand
Local next barrier
Global to effectiveisintercultural
Communication indeed a challenge
to communication
an individual with is ethnocentrism,
cultural or to
diversity, due negatively
some
judging
context aspects
that of another
may differ depending culture
on theby theperception
one's
of standards
word meaning of one’s ownto
in relation culture. To beThe culture
their culture.
shapes most of the
ethnocentric way
is to an individual
believe in theinteracts withofone
superiority
another, then once you consider language barriers
one’s culture. Everything in a culture is consistent and
vocabulary utilized by different generations, it is easy to
to the culture and makes sense if you understand
see where miscommunication can happen.
that culture.
 PREJUDICE
Prejudice
Local refers
and Global to the irrational
Communication dislike,
is indeed a challenge
to suspicion,
an individualor
with cultural diversity, due to some
hatred of a specific group, race,
context that may differ depending on the one's perception
religion, or sexual orientation (Rothenerg,
of word meaning in relation to their culture. The culture
1992). Persons within the group are viewed
shapes most of the way an individual interacts with one
not
in terms
another, thenofonce
their individual
you merit but
consider language in line
barriers and
with theutilized
vocabulary superficial characteristics
by different generations,that make
it is easy to
see where
them a miscommunication
part of the group.can happen.