Communication

and
Globalization
Learning Objectives
After this lesson, learners are expected to:
✗ Define and discuss the concepts of globalization and culture
✗ Appreciate the implications of globalization on communication
within and across cultures
✗ Demonstrate how to become more aware of and overcome
barriers to communication, culture and diversity

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Learning Contents
✗ Globalization and the Global Village
✗ Definition of Culture
✗ Characteristics of Culture
✗ Adapatation to New Culture
✗ The Nature of Common Cultural Differences
✗ Communicating Within and Across Cultures
✗ Guidelines on Developing Intercultural Competence
✗ Barriers to Effective International Communication
✗ Impact of Technology on Communication

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Globalization and
the Global Village
 Globalization
✗ Globalization is the word used to describe the growing interdependence of
the world’s economies, cultures, and populations, brought about by cross-
border trade in goods and services, technology, and flows of investment,
people, and information.

✗ It is the increasing economic, political, and cultural integration and

interdependence of diverse cultures. (Gamble and Gamble, 2013)

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 Globalization
✗ It is the process of bringing people together and making them interact and
exchange ideas across traditional borders. (Nowaczyk, 2017)

✗ Globalization mainly deals with the interconnectedness of the people in a

global manner. It is due to the globalization that we are so much adapted
and accustomed to not only the western cultures but other cultures as well.
The influence of Hollywood, McDonalds, and change in language,
culture, and dressing are such examples of globalization.

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Benefits of Globalization
It helps people to move goods easily across the borders.
It enhances our involvement with different societies.
It brings unity.
It gives the ability to move and communicate easily with
others all over the world especially when conducting
business internationally.
✗

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✗Have you ever heard
of “global village”?

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 Marshall
McLuhan
He is a professor,
communications theorist, and
philosopher who coined the
term “global village”.

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 What is GLOBAL VILLAGE?
✗ McLuhan referred the global village as the communication
explosion that is creating a “wired world”. It represents the
simplifying of the whole world into one village through the
use of electronic media.

✗ Global village is also a term to express the constituting

relationship between economics and other social sciences
throughout the world.

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Definiton and
Characteristics
of Culture
CULTURE
✗ The word “culture” derives from a French term, which in turn
derives from the Latin “colere,” which means to tend to the
earth and grow, or cultivation and nurture.

✗ Culture is a learned set of shared interpretations about beliefs,

values, and norms that affect the behaviors of a relatively
large people.

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The preceding definitions mean that we are all part of various
“groups” and “subgroups” that can be characterized by:

1. Nationality 1. Religion
2. Language 2. Social class
3. Gender 3. Region
4. Age or generation 4. Profession
5. Ethnicity

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CHARACTERISTICS OF
CULTURE
✗ Culture is learned.
✗ It is shared.
✗ It is based on symbols.
✗ It is integrated.
✗ It is dynamic.

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Adaptation to
New Cultures
CULTURAL ADAPTATION
It is a relatively new concept used to define the
specific capacity of human beings and human
societies to overcome changes of their natural and
social environment by modifications to their culture.

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CULTURAL
INTEGRATION
Cultural integration is a form of cultural
exchange in which one group assumes the
beliefs, practices of another group without
sacrificing the characteristics of its own
culture.
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 CULTURAL ASSIMILATION
Cultural assimilation occurs when members of one cultural
group adopt the language, practices, and beliefs of another
group, often losing aspects of their traditional culture in the
process.

✗ Multiculturalism is the belief that cultures, races, and

ethnicities, particularly those of minority groups, should
be accorded special acknowledgment of their differences
within a dominant political culture. 2 18
CULTURAL ACCOMMODATION

Cultural accommodation refers to the process by

which individuals may take on values and beliefs
of the host culture and accommodate them in the
public sphere while maintaining the parent culture
in the private sphere.

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Winkelman’s 4 stages of
Cultural Adaptation
1. The Initial or Excitement Stage

2. Irritation or Hostility

3. Gradual Adjustment or The Recovery Stage

4. The Adaptation Stage

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 The Initial or Excitement Stage
✗ Everything seems exciting and new.
✗ Most people feel energetic, enthusiastic, and positive
during this stage.
✗ External involvement in the host culture.
✗ Lots of interest in learning, very motivated and
cooperative.

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Irritation or Hostility (CULTURE SHOCK)

✗ This is where excitement turns to disappointment.

✗ Unclear ideas about how to make friends with people
from the new culture.
✗ Difficulty communicating in the usual way.

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 Gradual Adjustment or The Recovery Stage

✗ You are becoming more familiar with the new culture

and its “logic” and values.
✗ During this stage your feelings are generally a mix of
those experienced in the first two stages.
✗ This can be both exciting and frightening.

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 The Adaptation Stage (FEELING HOME)

✗ This is where they will feel at home and become involved in

activities and may enjoy some of that countries customs.
✗ During this stage you will develop a more realistic
understanding of both the similarities and the differences
between your home culture and your new culture.

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 The Nature Of
Common Cultural
Differences
 CULTURAL DIFFERENCE
Cultural differences are the various beliefs,
behaviors, languages, practices and expressions
considered unique to members of a specific
ethnicity, race or national origin.

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6 Fundamental patterns of cultural difference
1. Different Communication Styles

2. Different Attitude toward Conflicts

3. Different Approaches in Completing Tasks

4. Different Decision Making Styles

5. Different Attitudes towards Disclosure

6. Different Approaches to Knowing

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Nature of common cultural differences

1. LEADERSHIP
The key characteristic of leadership is power or influence –
the right to manipulate the outcome of health, welfare, and
critical decisions of protection.

In a high power group leadership, the few in power

formulate policy and activity of the many.

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 Nature of common cultural differences

2. WORK PRODUCTIVITY
A bipolar characteristic of being masculine or feminine exists
in the work force or a family organization.

Masculine culture = aggressive, competitive, assertive

Feminine culture = gives importance to modesty, quality of
life, tenderness

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 Nature of common cultural differences
3. GROUP ALLEGIANCE
A bipolar characteristic of individual and group orientation
exists.
✗ Individualism- an individual can change the standards of
culture.
✗ Collectivism- puts emphasis on the group, and sacrificing
everything for the sake of the group can change the future.

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Nature of common cultural differences

4. TASK COMMITMENT
The focus is on elements controlling the group, such
as tradition and commitment to the group (high-
context culture) versus the individual (low- context
culture).

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High Vs. Low-Context Cultures

• work for the good of the cause, not the

resists change . welfare of the group.

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Communicating
Within and across
Cultures
 Cross-Cultural Communication

Cross-cultural communication is a process of

creating and sharing meaning among people from
different cultural backgrounds using a variety of
means. 

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KIND OF RESPONSES
1. Avoiding
2. Accommodating
3. Forcing
4. Educating-Persuading
5. Negotiating – Compromising
6. Collaboration – Problem Solving

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 Things to
consider in
communicating
cross-culturally

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 EYE-CONTACT
In some cultures, looking people in the eyes is honesty and straight
forwardness, while in others it is seen as challenging and rude.

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GESTURES
A movement of part of the body, especially a hand or the head,
to express an idea or meaning.

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 COLORS
A single color can have many different meanings in different
cultures.

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 CLOTHING
Traditional clothing is an important part of a region’s
history and identity.

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GREETINGS
✗ is an act of communication in which human beings
intentionally make their presence known to each other,
to show attention to, and to suggest a type of
relationship or social status between individuals or
groups of people coming in contact with each other. 

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IMPROVING CROSS- CULTURAL
COMMUNICATION
Overcome Ethnocentrism
Recognize Cultural Variation
Learn about Cultures
Remove Language Barrier
Help others adapt to our culture
Write & speak clearly
Improve Communication Skill 42
Guidelines on
Developing
Intercultural
Competence
 INTERCULTURAL
COMPETENCE
✗ It is the ability to interact and communicate with
people from different cultures in a respectful and
effective way.

✗ It is the bridge between diversity and inclusion and

is key to creating welcoming learning environments.

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 Guidelines on Developing Intercultural
Competence
✗ Widen your field of experience by making new contacts.
✗ Learn about the history and the experiences and aspirations
of people from different cultures.
✗ Examine yourself for possible stereotypes.
✗ Look at the world from someone else’s way of looking at
and thinking about something, not just yours.

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Guidelines on Developing Intercultural
Competence
✗ Work on becoming more self-confident.
✗ Appreciate cultural similarities and differences.
✗ Acknowledge the essential equality and value of all
cultures.
✗ Be sensitive and interpret cultural styles of
communication.

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 Intercultural Competence
Learning about diversity is an important step on achieving
intercultural competence.
When one can understand diversity, it:
✗ Enhances tolerance and acceptance
✗ Encourages the search for new information and perspectives
✗ Improves decision-making and problem-solving skills
✗ Leads to innovation and discovery

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 Barriers To
Effective
International
Communication
5 barriers to international communication

1. Anxiety
2. Stereotypes and Prejudice
3. Ethnocentrism
4. Assumption of Similarity
5. Language

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ANXIETY
✗ Anxiety is usually defined as a state of human condition
where a person has a feeling of unease and nervousness. It
is even sometimes associated with the feeling of an
unrealistic fear.

✗ It usually occurs when a person usually comes across his

or her first cross-cultural interaction.

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 STEREOTYPES and PREJUDICE
✗ Stereotypes are often generalized negative traits assigned to a group of
people(e.g. race, nationality, social class, sexual orientation, age,
gender) even if these traits may only reflect a selected few of the group.
✗ Prejudice refers to irrational judgments passed on certain groups or
individuals.

✗ The negative characteristics attributed to one group can cause beliefs

and feelings that lead to biases and discrimination against that group.

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 ETHNOCENTRISM
✗ Ethnocentrism is a perception that an individual has for
someone else’s culture and heritage as being inferior to his or
her own culture and heritage (Coopman and Lull).

✗ Ethnocentrism is related to racism (Coopman and Lull).

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ASSUMPTION OF SIMILARITY

✗ Sometimes people assume that two cultures are not different,

but are similar in their nature.

✗ The preference of a person or a group of people does not

reflect the entire culture.

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LANGUAGE
✗ Language is an exchange gate of communication.

✗ It refers to a source, which exchanges values, ideas, and

thoughts between two exchange groups.

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 Impact of
technology
on communication
Impact of technology on communication

1. Technology provides us with unlimited information.

2. It creates opportunities for meeting new people.
3. It helps us keep in touch with family and friends anywhere in
the world.
4. It brings new diversity to our culture and our lives.
5. It fosters better cooperation among different cultural groups.
6. It isolates us.
7. It can make us create second lives.

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POSITIVE IMPACT
1. No barriers
2. Strengthened relations
3. Better solutions
4. E-schools
5. Impact on relations
6. Development

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NEGATIVE IMPACT
1. Impact on interpersonal commumication
2. Effect on nonverbal communication
3. Near yet far
4. Reduced social interactions
5. Has led to many addiction
6. Malicious motives

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 References
✗ https://www.encyclopedia.com/media/encyclopedias-almanacs-transcripts-and-maps/culture-and-communication?fb
clid=IwAR0aDo7eHQUpBgYuIWiZkOPUCGL6Xa5ntY3VuyG0nhtfFRQibFXrxIiUp_g

✗ https://nideffer.net/classes/GCT_RPI_S14/readings/Chap8CharacteristicsofCulture.htm?fbclid=IwAR0q5yq8t3EiXh
a11z0_WTAcpHmyI4vNGiTvViuy24Oy-1s1d3347t3NQT8

✗ https://www.slideshare.net/TasneemKhokhar/culture-adoptation?fbclid=IwAR1zsXUfkctFot23Xf0_ujGOxAtcb430
UxjfSl5FDwoWxVljcYYAzjaeF-0

✗ https://www.slideshare.net/SherinThomas34/crosscultural-communication-67734980?fbclid=IwAR2ay0Bp3U0rvJz
Gt2wErQ7HCteN65P2z5olbv-PxYmwya8-RuLrXuQYiio

✗ https://theparentcentre.org.za/impact-of-technology-on-communication/

✗ https://technicaltoday.in/impact-of-technology-on-communication/

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GROUP 2
LEADER: Delgado, Aira Mae S.

MEMBERS: Apalis, Gray Irish D.

Chico, Lovely Camille C.
Jacob, Michael Dean C.
Lagera, Stephannie M.
Mendez, Arjay J.
Ordonio, Mark Angelo G.
Santiago, Trixia Anne C.
Vergara, Angela Mae G.

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