CULTURE, MULTICULTURAL, INTERCULTURAL, AND

CROSS-CULTURAL COMMUNICATION
Learning Outcomes
At the end of the lesson, students should be able to:
1. define culture;
2. relate culture to second language learning;
3. differentiate low and high context cultures;
4. explain the difference between multicultural, cross-cultural,
intercultural and international contexts in learning language; and
5. identify language skills in a multicultural contexts.
WHAT IS CULTURE?
 an interwoven system of customs, morals, traits, traditions
and values shared by a group of people or a society;
 provides people with common heritage, and it links them
through shared experiences and joint learning;
 exists on scales both the large and small, extending from
countries and regions, such as the American culture or
Middle Eastern culture, to such small and distinct culture;
and
 provides people with a sense of self-identity and
community, and they greatly influence actions within the
workplace.
Communicating in High or Low Context
Cultures
LOW-CONTEXT CULTURES
Low context countries give more value to productivity; prefer
the use of direct communication, and give minimal attention is
paid to building relationships. The United States and Canada, as
well as northern Europe, are low context cultures.
People tend to be very literal – focusing on the spoken word
– and they are more often analytical and action-oriented.
Employees also tend to use linear logic in the workplace.
Business managers raised in low-context cultures strive to be
very efficient and professional, and they treat time as very
limited commodity. (North America and Western Europe)
Communicating in High or Low Context
Cultures
HIGH-CONTEXT CULTURES
High-context countries place high value on relationships
and prefer indirect communication when carrying out
business. They allocate more meaning to shared history,
non-verbal signals, and the context of the messages than
what is said. Japan, China and most other Asian countries
generally are considered high-context culture.
High-context cultures tend to be more contemplative
and intuitive, and people raised in such cultures often treat
time as an endless resource. Spiral logic is more common.
Putting the Two Cultures Together in the
Workplace
People from both low-context and high-context
cultures are interacting in multicultural workplaces as
never before. As people are affected both visibly and
invisibly by their cultures, conflict can result from the
inevitable misunderstanding. For example, employees
from high-context cultures such as China, Mexico or
Japan may prefer to imply “no” with body language
rather than speaking the word. Literal Americans
and Canadians, however, often overlook these subtle
implications and may fail to understand.
Putting the Two Cultures Together in the
Workplace
To overcome multicultural
misunderstandings, smart business
managers take the time to learn about and
understand the differing cultures
represented within the workplace and train
employees from different cultures on how
best to communicate with each other on the
job.
 High Context Culture
Indirect Communication
Fewer words, more nonverbal
clues
Low Context Culture
Direct and specific
communication
High value on words rather
than nonverbal clues

Simple and ambiguous Structured messages with

messages technical details
Very verbal people seen as Informal, frequent smiles and
unattractive; smiling associated frequent use of hand gestures
with nervousness and facial expressions

Preference to long term Temporary personal

relationships and underlying relationships
messages
 High Context Culture Low Context Culture
Long term view of time Short term view of time
Appointments are generally Emphasis on appointments of time,
considered flexible management of schedules, and
punctuality are given high preference

Vague and non-confrontational Focus on getting a job done, being

language is preferred specific, and goal attainment

Honor and respect are more Personal relationships are not

important than business; adjourn considered that much; ideas and
power and position people are assumed equals

Private networks are used to obtain Information is made accessible

information readily, shared with others

Values family and group authority Individualism valued

The Multicultural, Cross-Cultural, and
Intercultural Context
MULTICULTURAL
 refers to a society that contains several cultural or
ethnic groups.
 People live alongside one another, but each cultural
group does necessarily have engaging interactions with
each other.
 People may frequently visit ethnic grocery stores and
restaurants without really interacting with their
neighbors from other countries.
The Multicultural, Cross-Cultural, and
Intercultural Context
CROSS-CULTURAL
 deals with the comparison of different cultures.
 Differences are understood and acknowledged, and
can bring about individual change, but not collective
transformations.
 One cultural is often considered “the norm” and all
other cultures are compared or contrasted to the
dominant culture.
The Multicultural, Cross-Cultural, and
Intercultural Context
INTERCULTURAL
 describes communities in which there is a deep
understanding and respect for all cultures.
 focuses on the mutual exchange of ideas and cultural
norms and the development of deep relationships.
 No one is left unchanged because everyone learns
from one another and grows together.
Barriers in Multicultural Communication
1. Cultural Relativism and Ethnocentrism
Cultural relativism compares the norms and conducts
of different cultures and usually means evaluating them
against standards of what’s wrong and what’s right. This
approach to other cultures becomes an obstacle when
one presumes the cultural norms, customs and conducts
are not right if they differ from those of one’s own
culture. Ethnocentrism on the other hand, is the natural
idea that one’s own cultural tradition and values are right
and superior.
Barriers in Multicultural Communication
2. Lack of Knowledge and Understanding of Cultures
People establish stereotypes when they presume that
certain norms, values, or attributes typical of a particular
culture define all members of that culture group. An
understanding of various cultures means to be fully aware
that individuals within each culture may have some
resemblance and some variations. It means responding to
people as individuals while understanding that culture
backdrops and experiences impact behavior and
communication.
Barriers in Multicultural Communication
3. Discriminatory and Harassment
Discrimination is demonstrating partiality toward or
hurtful elimination or rejection of people because of
cultural or any other differences. Business communication
between the sexes demands a clear understanding of
remarks and actions that could be interpreted as sexual
harassment. Sexual harassment is undesirable behavior of a
sexual nature or with sexual implications. It may occur for
men as well as women.