UNIT II.

COMMUNICATION AND GLOBALIZATION

Overview

This unit deals with Communication and Globalization, particularly the impacts of
globalization on communication. It also covers the effects of globalization on global
communication. As you proceed with the lessons, you will also be apprised of the impacts of
globalization on global communication. Along the way, you will get information on what
globalization is.

Learning Objectives

At the end of the unit, I am able to:

1. Explain how cultural and global issues affect communication; and

2. appreciate the impact of communication on society and therefore the world.

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Lesson Proper

WHAT IS GLOBALIZATION?

Globalization is a process of interaction and integration among the people, companies,

and governments of various nations. Globalization is not really new, though. The globe has been
globalized even before men coined the term globalization.

Globalization, roughly defined because the global integration of economies and

societies, affects many aspects of young peoples’ lives. Youth have an ambiguous relationship
with the globalizing world, both economically and culturally. On the one hand, they're most
flexible and maybe best ready to adapt to and make use of latest opportunities offered. They
are the simplest educated generation on new information technologies; they benefit from
economic growth; many travel round the world for work, studies, exchange projects and
vacation; telephone and the Internet enable them to remain in-tuned with friends and relatives
abroad.

Impacts of globalization on communication

1. Virtual Interaction

Globalization has introduced virtual communication and collaboration as a

major part of academic and workplace dynamic. We need to know the strengths and
limitations of various communications media, and the way to use each medium to
maximum effect. For example, communicating via email to distant team members
requires a particular etiquette and nuance not necessarily required in face-to-face
interactions.

2. Cultural Awareness in Speech

The need for cultural awareness is a serious impact of globalization, resulting in

the evaluation of communication skills development programs. In the workplace and
schools, for instance, we need the ability to catch subtle nuances of people’s manner of
speech when two people are speaking the same language, cultural differences can affect
vocabulary, expressions, and voice tone.

3. Cultural Awareness in Body Language

Awareness of cultural differences in visual communication are often even as

important because the nuances of speech. This is why in schools, students are taught to
understand acceptable speaking distances, conflict styles, eye contact and posture in
different cultures, accepting that the physical expressions of their own culture are not
universally accepted. Students are also taught how to address these differences to
prepare them for face-to-face meeting with foreign suppliers, customers or team
members when they become professionals.

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 4. Time Differences

The advent of worldwide collaboration introduces another new dynamic to

communication skills – the necessity to speak and share information with people across
several time zones. When people collaborate with others on the opposite side of the
world their counterparts are usually reception asleep while they themselves are at work.

The Effects of Globalization on Global Communication

Connecting with people on the opposite side of the globe is now much easier than it had
been a couple of years ago. Satellites, fiber-optic cables and the internet make it effortless to
share information with those in different time zones and locations. Global communication is
directly suffering from the method of globalization, and helps to extend business opportunities,
remove cultural barriers and develop a global village. Both globalization and global
communication have changed the environmental, cultural, political and economic elements of
the globe.

Fewer Cultural Barriers

Many people perceive culture to be the basis of communication challenges. When

people from two different cultures attempt to exchange information, the way they speak, their
visual communication or their mannerisms are often interpreted differently by the opposite
person. The way people approach problems and the way they participate in communities is all
influenced by culture.

Globalization has made it possible, for example, for somebody in Japan to know how
someone within the U.S. goes about their day. With television and films, cultural barriers are
getting less prevalent. Being able to speak effectively and regularly with colleagues or friends
across the earth helps people understand each other’s cultures a touch better.

Creation of a Global Village

You’ve likely heard of the phrase "global village," coined by theorist McLuhan. The
global village is formed when distance and isolation not matter because people are connected
by technology. Wide-spread telephone and internet access are life-changing for several people
across the globe, especially those in developing countries. Many are now enrolling in universities
across the world without having to leave their desk chair. Virtual jobs are becoming a
commonplace, where employees from developing countries can work with companies in other
part of the globe, which can easily be conducted over the phone or via the internet.

Globalization and global communication have made it easier to ascertain people on the
opposite side of the globe as a neighbor, rather than a stranger from a faraway land. There is
such a lot knowledge about other countries and cultures available online, that it’s not an entire
mystery.

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Impacts of Globalization on global communication

1. Availability of Information
The availability of information could be a major effect of the process of
globalization. The World Health Organization, in its works focused on the cultural
dimensions of globalization, has expressed the view that with the spread of companies
delivering Internet, satellite television and mobile services, the cost of such information
technologies drop.

2. Business Conduct
Globalization has influenced global communication by devising new techniques
for business conduct. Long distance travels are not any longer necessary for business
people should they require a gathering with a partner overseas. Internet technology
makes it possible to exchange information and conduct video conferences. Additionally,
enhanced communication allows businesses to market their products more efficiently
within the international market.

3. Social Awareness
The availability of data, which could be a direct effect of the development of
worldwide communication systems, has led to increased social awareness of individuals
across the globe. Information technology and networks enable them to share opinions,
views, work on projects and research different areas. These are among the most reasons
why the method of globalization is creating a way of a worldwide society. For example,
through the use of communication, many students from the developing countries enroll
in university degree in the developed world. Education is only a single sector of social
awareness.

4. The Problem
Despite its quick spread and continuous development, global communication
has not reached the bulk of individuals on all continents. The World Health Organization
indicates that at least 70 percent of all people in Africa will never make a single phone
call or use of internet. This points out the need of a more extensive application of
communication technologies as part of the process of globalization.

References

https://bizfluent.com/info-8232542-effects-globalization-global-communication.html
Bernales, R., et al (2018) Purposive Communication: Mutya Publishing House, Inc.
https://www.globalization101.org
https://www.nytimes.com/2012/04/22/opinion/sunday/the-flight-from-
conversation.html.

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UNIT III. LOCAL AND GLOBAL COMMUNICATION IN
MULTICULTURAL SETTING
Overview

This unit deals with Local and Global Communication. It also covers the world of
diversity, global community, cultural awareness and sensitivity, and political correctness. Along
the way, you will get information on what culture is and its connection to communication.
Importantly, at the same time, you will be made to understand the different barriers in
intercultural communication.

Learning Objectives

At the end of the unit, I am able to:

1. explain the connection of culture and communication;

2. differentiate cross- cultural and intercultural communication;
3. contrast the dimensions of culture and
4. identify the barriers of intercultural communication.

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Lesson Proper

In a global environment, the power to speak effectively are often a challenge. Even
when both parties speak the same language, there can still be misunderstanding due to ethnic
and cultural differences.

AlwAYS do remember…

“Cultural proficiency doesn’t mean memorizing every cultural

nuances of every market. It’s knowing when to concentrate,
when to invite help, and when- finally- to talk.”

-Genevieve Hilton-

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.

A WORLD OF DIVERSITY

Our world is a world of diversity according to Parapak (1995). For many centuries, the
people of the world were separated by mountains and seas. They rarely saw each other; their
lives were practically unrelated, they developed and lived their own unique cultures. People in a
very particular locality developed their own particular way of life, their own language, their
religion and thus became referred to as a tribe, an ethnic group or a particular group of
individuals who established a nation of their own.

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

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CULTURAL AWARENESS AND SENSITIVITY

What is cultural awareness?

Is knowing that there are multiple different cultures – supported religion, ethnicity,
nationality, and other factors- that have different attitudes and outlooks.

What is cultural sensitivity?

Involves accepting those differences without insisting your own culture is best, or that
everybody should do it your way (Sherman, 2018).

Cultural awareness & sensitivity guidelines:

1. Have a transparent sense of your own ethnic, cultural, and racial identity.
2. Bear in mind that in order to learn about others, you need to know and be prepared to
share your own culture.
3. Be aware of your own discomfort once you encounter differences in race, color, religion,
sexual orientation, language, and ethnicity.
4. Be aware of the assumptions that you hold about people of cultures different from your
own.
5. Remember of your stereotypes as they arise and develop personal strategies for
reducing the harm that they cause.
6. Remember of how your cultural perspective influences your judgments about what
appropriate normal or superior behaviors and values are.
7. Accept that in cross-cultural situations, there are often uncertainty, which uncertainty
can cause you to anxious. It can also mean that you do not respond quickly and take the
time needed to get more information.
8. Take any opportunity to put yourself in places where you'll be able to study differences
and build relationships; and
9. Understand that you will likely be perceived as a person with power and racial privilege
(or the opposite), and that you may not be seen as unbiased or as an ally.

GENDER SENSITIVITY

What is gender sensitivity?

Refers to the aim of taking account and/or understanding the societal and cultural
factors involved in gender-based exclusion and discrimination.

What is gender-sensitive language?

It is the realization of gender equality in written and spoken language. It is attained

when women and men and people who don't conform to the binary gender system are made
visible and addressed in language as persons of equal value, dignity, integrity, and respect.

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POLITICAL CORRECTNESS

What is political correctness?

It is used to describe language, policies, or measures that are intended to avoid or

disbenefit to members of particular groups in society.

Some words that may be used for political correctness are as follows:

1. Academic dishonesty (instead of cheating)

2. Aesthetically challenged (instead of ugly)
3. Black (instead of negra)
4. Comb-free (instead of bald)
5. Differently abled (instead of disabled)
6. Drug dependent (instead of drug addict)
7. Dysfunctional family (instead of broken home)
8. Economically marginalized (instead of poor)
9. Elderly, senior (instead of old)
10. Ethnically disoriented (instead of dishonest)
11. Hearing impaired (instead of deaf)
12. Informal settlers (instead of squatters)
13. Intellectual disability, intellectual development disorder (instead of mental retardation)
14. Intellectually impaired (instead of stupid)
15. Little people (instead of midget)
16. Morally challenged (instead of a crook)
17. Nondiscretionary fragrance (instead of body odor)
18. Outdoor urban (instead of homeless)
19. People of mass (instead of fat)
20. Rape survivor (instead of rape victim)
21. Sexually dysfunctional (instead of perverted)
22. Socially misaligned (instead of psychopath)
23. Technologically challenged (instead of computer illiterate)
24. Vertically challenged (instead of short)
25. Visually challenged (instead of blind)

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WHAT IS CULTURE?

It is a pattern of learned and shared behaviors and beliefs of a particular social, ethnic
or group. Culture is also the society’s way of creating social connectivity among group.

FUN FACT!

“Culture does not create different

communication, but different
communication creates culture”

BASIC TERMS TO REMEMBER:

• Believing that your culture is the benchmark of all other culture is called ethnocentric bias.

• Cross- cultural communication generally compares the communications styles and patterns of
people from different cultural/social structure, while intercultural communication deals with
how people from these cultural/social structures speak to one another and what difficulties or
differences they encounter, over and above the various languages they speak.

AlwAYS do remember…

In communication, RESPECT
begets RESPECT.

DIMENSIONS OF CULTURE

1. Individualism versus Collectivism

This dimension of culture refers to how people define themselves and their
relationships with others. In individualism, the interest of the individual prevails over the
interest of the group while in collectivism, the interest of the group prevails over the
interest of the individual.(Hofstede, 1997).

2. Masculinity versus Femininity

Hofstede (1980) found that women’s social role varied less for culture to
culture than men’s. He labeled as masculine cultures those who strive for maximal
distinction between what women and men are expected to try and do. Those labeled as
feminine cultures are those that permit more overlapping social role for the sexes.

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 3. Power Distance
Power distance is defined as to which less powerful members of institution
within an area expect and accept that power is distributed unequally. In high power
distance cultures, children are expected to display respect for those of higher status.
Cultures with high power distance have power and influence concentrated in the hands
of a few than distributed throughout the population.

4. Uncertainty Avoidance
Uncertainty avoidance refers to the extent to which people in a culture feel
threatened by uncertain or unknown situations. Hofstede (1997) explains that this sense
is expressed through nervous stress and during a need for predictability or a necessity
for written or unwritten rules.

5. Task versus Social Orientation

Task- oriented societies are characterized by a focus on making the team more
competent through training and the use of up-to-date methods. In task- oriented
societies, members are highly concerned with individual success: advancing to more
responsible jobs, better training, and so on. By contrast, groups in socially oriented
societies focus more on collective concerns: cooperative problem solving, a friendly
atmosphere, and good physical working conditions.

BARRIERS TO INTERCULTURAL COMMUNICATION

1. Anxiety
The first barrier is high anxiety. When you're anxious due to not knowing what
you are expected to do, it's only natural to concentrate on that feeling and not be totally
present in the communication transaction.

2. Ethnocentrism
The next barrier to effective intercultural communication is ethnocentrism, or
negatively judging aspects of another culture by the standards of one’s own culture. To
be ethnocentric is to believe in the superiority of one’s culture. Everything in a culture is
consistent to the culture and makes sense if you understand that culture.
Another name for ethnocentrism is the anthropological concept of cultural
relativism. It does mean that we try to understand other people’s behavior in the
context of their culture before we judge it.

3. Stereotype
The word stereotyping was first used by journalist Walter Lippman in 1992 to
describe judgements made about others on the basis of their ethnic group membership.
Today, the term is more broadly used to confer with judgements made on the premise
of any group membership.
4. Prejudice
Prejudice refers to the irrational dislike, suspicion, or hatred of a specific group,
race, religion, or sexual orientation (Rothenerg, 1992). Persons within the group are
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 viewed not in terms of their individual merit but in line with the superficial
characteristics that make them a part of the group.

References

Bernales, R., et al (2018) Purposive Communication: Mutya Publishing House, Inc. Yango,

A., et al (2018) Purposive Communication: Panday-Lahi Publishing House, Inc.

UNIT IV. TECHNOLOGY AND COMMUNICATION

Overview

This unit gives you an idea of how communication technologies work, such as the
Internet, multimedia, email, telephone, and other means of communication-based on video and
sound.

Learning Objectives

At the end of the unit, I am expected to:

1. understand the meaning of relational technology;

2. describe how technology has shaped the nature of communication in the
present time;
3. explain the role of technology in the seemingly different approaches in
communication used by different generations.

Lesson Proper

Technology and Communication

Technology and communication maintain technical communication systems according
to the needs of a particular business, industry, or market.
Technological devices play a vital role in the way people communicate nowadays.
Personal and relational and relational identities are created and maintained through the use of
these technologies. Duck and McMahan (2009) refer to cell phones, Ipods, and other

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technological devices as relational technologies to emphasizes the relational functions and
implications of their use in society and within specific groups.

The meaning of Relational Technology

Using relational technologies develops unique significances for specific social
groups.
1. Some groups view the cell phone as less as a device to contact others and
more to display social status and membership.
2. The social means accompanying technologies, along with their significance,
vary according to the social system used.
3. Members of some organizations may prefer contracts through a cell phone
or face-to-face interactions.

The views governing the use of these technologies are developed mostly by how
technology is used and discussed by other members of these organizations. Technological
progress plays a significant role in the identification of generations' perceptions and
experiences.

According to Gumpert and Cathcart (1985)

1. Media experience, the traditional notion of separating generations
according to time, can be replaced by segregating generations.
2. The chronological era in which they were born and the media and
technology that encompass their world are what separates generations.

Media generations are characterized by unique media grammar and media awareness,
based on the technological environment in which they are born (McMahan & Duck, 2010).

Each technology influences

1. people's thinking,
2. sense of experience,
3. and perceptions of reality

People born in the era of print media perceive the world differently from those born after
the technology was introduced. Learning has taken bipolar opposites in favor of the Internet and
digital products as media generations born into a digital world now undervalue printed books
and traditional television. In the same way, differences image with the use of relational
technology also show considerably.

Technology and Social Networks

Social media is a computer-based technology that facilitates sharing ideas, thoughts,

and information through virtual networking and building community. Social media is design-
based on the Internet and provides quick, electronic communication of content to users. The
content includes personal data, photographs, documents, videos, etc. Users interact via
computers, tablets, or smartphones with social media (Dollarhide, 2019).

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 According to her, social media-originated as a way to interact with friends and family
that was later adopted by companiesthat wanted to take advantage of a popular new
communication method to reach out to clients.

The many Forms of Social Media

According to Guadagni (2019), the most popular social media websites as of January
2019 are as follows:

Facebook 2.27 billion Facebook Messenger (1.3B)

YouTube (1.9B) WhatsApp (1.5B)

Tik Tok (500M) Instagram (1B)

QQ (803M) QZone (531M)

WeChat (1.08B) Sino Weibo (446M)

Technological Products and Service Providers

Technological Products and Service Providers Technology services are professional

services designed to make technology easier for companies and end-users. Technology services
provide technology-oriented specialist solutions by combining processes and functions in
software, hardware, networks, telecommunications, and electronics (Techopedia, 2020).

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 The IT-Services (ITS) are also known as technology services.

Technology services include:

• Software development, integration, and maintenance

• Hardware
• Networking integration, management, and maintenance
• Information security (IS)
• IT management consultants
• Mobile services
• Web applications

References

Walther, J. B., & Rabby, M. K. (2003). Maintaining Relationships Through Communication .

Washington, DC : Lawrence Erlbaum Associates Publishers.
Aps. (2019, Febuary 11). psychologicalscience. Retrieved June 1, 2020, from
psychologicalscience.org: https://www.psychologicalscience.org/news/releases/how-
smartphones-affect-relationships.html
Dollarhide, M. E. (2019, May 2). Investopedia. Retrieved May 29, 2020, from investopedia.com:
https://www.investopedia.com/terms/s/social-media.asp
Johnson, T. (2016, November 12). medium. Retrieved June 1, 2020, from medium.com:
https://medium.com/@tarynjohnson/social-currency-constant-connection-and-the-
algorithmic-experience-identity-relationships-in-173e6e30a21b
Nibusinessinfo. (2020, May 29). Nibusinessinfo. Retrieved May 29, 2020, from
nibusinessinfo.co.uk: https://www.nibusinessinfo.co.uk/content/advantages-and-
disadvantages-using-social-media
O'Keefe, P. (2011, January 20). Managingcommunities. Retrieved May 29, 2020, from
managingcommunities.com:
https://www.managingcommunities.com/2011/01/20/usernames-vs-real-names-on-your-
community-pros-and-cons/
Techopedia. (2020, May 29). Techopedia. Retrieved May 29, 2020, from Techopedia.com:
https://www.techopedia.com/definition/5569/technology-services

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