Chapter 3

Local and Global Communication in Multicultural Settings

Specific Objectives:

At the end of the chapter, students should be able to:

- Demonstrate awareness of the reality of cultural diversity
- Demonstrate understanding of how cultural diversity affects communication
- Appreciate the benefits and challenges of cross – cultural communication

Culture is manifested in our actions and affects how we tell the world who we are and
what we believe in. It is also the basis for how we behave in a certain communication
context.

• PRINCIPLE OF COOPERATIVE CONVERSATION

Local and global communications are kept constant in a multicultural setting. It

requires the need to foster cooperative conversation for a successful communication.

o Grice’s Four Maxims in Conversation

1. Maxim of relation. Every interlocutor should be relevant in
conversation. They need to be relevant in communicating, requiring
them to respond based on cultural and contextual requirements.

2. Maxim of quantity. Grice underscores that every interlocutor should

observe a “fair-share-talk of time.” Everyone should be given the
opportunity to talk.

3. Maxim of quality. Every interlocutor should maintain what is true in

a given conversation. Do not add nor deduce information. Always
maintain a very good reputation whenever you talk. Manifest honesty
in words in order to talk with quantity.

4. Maxim of manner. In the local culture, the manner of saying a word

is more regarded than its content. How a person negotiates meaning is
very important in conversation. Clarity of speech should be observed
so that you will not be misinterpreted.
• MODES OF COMMUNICATION
Words are primary in communication, but gestures would even make a
meaningful communication.

 Words, Greetings, and Expressions Used in Intercultural Communication

WORDS FILIPINO/ SPANISH KOREAN MANDARIN/

TAGALOG CHINESE
goodbye paalam adiós annyeong záijian
thank you salamat gracias gomawo/ xié xié ni
kamsahamnida
I love you mahal kita te amo saranghaeyo wǒ ái nĭ
you’re walang anuman de nada chonmaneyo búkéqí
welcome
take care ingat cuidate jalkaseyo băozhòng

• BODY LANGUAGE USED IN INTERCULTURAL COMMUNICATION

Body language is a form of non-verbal communication in which visible body
language communicates particular messages, either in place of, or in conjunction with
speech.
In a multicultural context of communication, you should be culturally
sensitive to the differences of this body language. Effective communication,
therefore, would require the communicator appropriate knowledge of the cultural use
of body language in a multicultural setting.

§ Shaking hands. In the Philippines and in America, the cultural

gesture of shaking hands upon greeting is considered the norm when doing a
person-to-person introduction. In fact, to refuse a handshake is considered a
very rude gesture. In Saudi Arabia, you can shake a man’s hand after meeting
him but you cannot shake a woman’s hand at all in greeting.

§ A-OK sign. The OK hand gesture in America and England is

quite popular and considered a general gesture that denotes an agreement of
sentiment. However, this gesture in Brazil is the equivalent of using your
middle finger as a gesture in America. Likewise, the OK hand gesture is taken
as an insult in most Latin American countries, Austria, and France.

§ Thumbs-Up. The Thumbs Up gesture can be an equivalent to

the OK gesture and is widely used within America England, and the
Philippines. Once again, in a large amount of cultures around the globe,
giving a Thumbs-Up is a horrible idea. Using this gesture can be denoted as a
sexual insult and correlates to the middle finger meaning in the United States.
 § Sitting with crossed legs. Sitting with crossed legs is common
in North America and European countries, but it is considered disrespectful in
Asia and the Middle East where a straight and balanced posture prevails as the
norm.

§ Eye contact. When speaking to someone, eye contact is

considered a positive aspect of body language in the Philippines. It is also
common in Spain and the Arabic culture (among people of the same sex). Not
looking back when someone is looking at you is considered disrespectful and
demonstrates insecurity, lack of interest, or indicates deception.

§ Nodding the head. For Filipinos, head nod up and down

generally means agreement, approval, or “yes” while head nod from side to
side or head shake means the reverse. However, Bulgarians and Greeks, for
example, are known for their unusual manner of saying “yes” and “no”:
Nodding up and down indicates a negative response.

§ Tugging the Earlobes. The Portuguese tug their earlobes to

indicate tasty food, the Spaniards to signify that someone is not paying their
drinks, but in Italy to insinuate sexual innuendos.

§ Pointing using the lips. In some culture—Filipino, Native

American, Puerto Rican, and many Latin American cultures— people use
their lips to point, instead of a finger. In the West, people often kiss when they
meet or when they say goodbye; in many Asian countries, it is considered too
intimate of an action to be displayed in public.

§ Broad arm movement. Many cultures use their arms freely, as

in Italy or the US, where they often wave their arms around when talking.
However, Northern Europeans find it hard to tolerate gesturing with the arms,
associating it with insecurity ad over dramatization. In Japan, gesturing with
broad arm movements is considered impolite.

• THE ABC’S OF INTERCULTURAL COMMUNICATION

Communication is complex because of the cultural and contextual factors
embedded in it. Although effective communication is difficult to achieve because
of these considerations, good communication is attainable. Lewis (2008)
provided the following ABC’s of intercultural communication.

A- Acknowledge
-Differences in communication style should be acknowledged. Every
person in a group has a particular communication style which gives
her/his own identity in communicating.
 B- Bi-level
-Communication does not only uphold speaking and listening but also
require a holistic process that includes verbal and non-verbal channels.

C- Clarify
-If you are doubtful of your understanding about what is being
communicated, ask for clarification. Devote a little extra time to verify
understanding so that you can save time and avoid frustration.

• CULTURAL COMMUNICATION BARRIERS

These barriers obviously give difficulty in understanding people, whose

language is different, and evidently challenge people who are trying to work
harmoniously with others of a different background.

1. Language barrier. Language is evidently the primary barrier of

communication in second and foreign language contexts.

2. Hostile stereotypes. Stereotypes are generalizations or assumptions

people make about the characteristics of members of a group, based on an
image about what people in that group are like.

3. Behaviour Differences. Differences of behaviour between employees

of different cultures can cause misunderstandings. Every culture has its norm
about what is regarded as appropriate behaviour.

4. Emotional display. What is considered appropriate display of emotion

in one culture may not be appropriate in another culture.

• ENHANCING ORAL COMMUNICATION IN A MULTICULTURAL

SETTING
1. Learn foreign phrases
2. Use simple English
3. Speak slowly and enunciate clearly
4. Observe eye messages
5. Encourage accurate feedback
6. Check frequently for comprehension
7. Accept blame
8. Listen without interrupting
9. Smile when appropriate
10.Follow up in writing (letters, proposals and contracts)
• DEVELOPING WRITTEN COMMUNICATION TO
MULTICULTURAL AUDIENCES
Your writing style and tone should be appropriate to the culture of the
receiver and context where it was written.

1. Consider local styles. Documents have their standard formats; hence,

writers should know which one is followed or recommended by the receiver
of the document.

2. Observe titles and status. Use last names, titles, and other signs of
rank and status.

3. Use short sentences and short paragraphs.

4. Avoid ambiguous expressions. Use action-specific words (e.g.

purchase a computer rather than get a computer).

a) Idioms and figurative clichés. This form of language uses words and
expressions with a meaning that is different from the literal
interpretation.
Examples:
Beat the clock- to do something before the deadline
Go with the flow- to do what people do and accept
things as they are
Bend the law or bend the rules- to cheat a little bit
without breaking the law
Do the dirty work- to do the disagreeable, illegal,
dishonest things

b) Slang. It is a short or highly colloquial (informal) word.

Examples:
gonna- going to
wanna- want to
okay- all right
What you see is what you get- there is nothing hidden
lit- super cool or ‘on fire’

c) Acronym.
Examples:
LAM- leave a message
IMO- in my opinion
AKA- also known as
ASAP- as soon as possible
 BAE- before anyone else
GOAT-greatest of all time

d) Abbreviation. Short form of a lengthy word or expression.

Examples:
Acct- account
recd- received
fwd- forward
ad-advertisement

e) Jargon. Special words or expressions that are used by a particular

profession or group and are difficult for others to understand.
Examples:
Chief cook and bottle-washer - A person who holds
many responsibilities (businessjargon)
Suspect - A person whom the police think may have
committed a crime. (police jargon)

f) Strive for clarity. To present the message clearly, the writer must
avoid words that have multiple meanings, clarify words that may be
confusing, and replace phrasal verbs with clear single words.

g) Use correct grammar.

h) Cite numbers carefully. Numbers should be written following the

metric system. Spell out numbers one to nine and write the figure
number 10 and above, but spell out the number if it begins a sentence.
Avoid using figures to express the date, for example, April 8, 2019
should not be written as 4/8/19 except in North America or 4.8.19 in
Europe.

i) Accommodate the reader in organization, tone and style. Organize

your message, observing appropriate tone and style to appeal to your
audience.