LESSON 3

LOCAL AND GLOBAL COMMUNICATION

IN MULTICULTURAL SETTINGS
Cultural differences do abound. Divergence in
cultural practices can bring about
misunderstandings even in places where
people speak the same language. Therefore,
knowing how to communicate in multicultural
settings must be regarded as the sine qua non
of effective local and global communication
 Intercultural Communication

-Refers to the interaction among people

from diverse cultures, (Jandt, 1998).
FORMS OF INTERCULTURAL
COMMUNICATION

1. Interracial communication
2. Interethnic communication
3. International communication
4. Intracultural communication
Interracial Communication

- Communicating with Different Races.

Interethnic Communication

- Interacting with people of different ethnic origins

 International Communication

Communicating between representatives from different nations.

 Intracultural Communication

Interacting with members of the same racial or ethic group

According to Gamble and Gamble (2008), communication styles among cultures
may be high-context communication or low-context communication

A.
High-context communication is a tradition-linked communication system which adheres strongly to
being indirect. High-context cultures often display the following tendencies as stated in C.B.
Halverson’s book titled Cultural Context Inventory.

1. Association
• Relationships build slowly and depend on trust.
• Productivity depends on relationships and on the group process.
• An individual’s identity is rooted in groups (family, culture,
work).
• Social structure and authority are centralized.
 • Nonverbal elements such as voice
tone, gestures, facial , expressions
and eye movements are significant.

2. • Verbal messages are indirect, and

communication is seen as an art form
INTERACTION or way of engaging someone.

• Disagreement is personalized, and a

person is sensitive to conflict
expressed in someone else’s
nonverbal communication.
3. TERRIOTORIALITY
-Space is communal. People
stand close to each other and
share the same space.

4. TEMPORALITY
• Everything has its own time, and time is not easily scheduled.

• Change is slow, and time is a process that belongs to others

and nature.
5. LEARNING

• Multiple sources of information are used.

• Thinking proceeds from general to specific.

• Learning occurs by observing others as they

model or demonstrate and then practice.

• Groups are preferred, and accuracy is valued.

Asian, African, Arab, central
European and Latin American
cultures are generally
considered to be high-context
cultures.
B. Low-context Communication
- A system that works on straightforward communication.

- Low-context cultures often display the following tendencies as stated in C.B. Halverson’s book
titled Cultural Context Inventory

1. Association
• Relationships begin and end quickly.
• Productivity depends on procedures and paying attention to the
goal.
• The identity of individuals is rooted in themselves and their
accomplishments.
• Social structure is decentralized.
 2. Interaction

• Nonverbal elements are not significant.

• Verbal messages are explicit, and communication

is seen as a way of exchanging information, ideas
and opinions.

• Disagreement is depersonalized; the focus is on

rational (not personal) solutions.

• An individual can be explicit about another

person’s bothersome behavior
 3. Territoriality

• Space is compartmentalized. Privacy is important, so people stand farther apart.

4. Temporality

• Events and tasks

• Change is fast, and
are scheduled and to • One’s time is one’s
time is a commodity
be done at particular own.
to be spent or saved.
times.
5. Learning

• One source of information is used. Thinking proceeds from

specific to general.

• Learning occurs by following the explicit directions and

explanations of others.

• Individual orientation is preferred, and speed is valued.

Cultures with western European roots, such
as the United States and Australia, are
generally considered to be low-context
cultures.
Socio-Cultural Aspects of Communication

❖ Culture and communication are inseparable.

❖ Anyone involved in communication has his/her own identity and culture which influences his/her
communication.

❖ Communication becomes successful when the people involved are sensitive to the socio-cultural aspects of
communication.

❖ The following socio-cultural aspects are considered among components of an intercultural event (Dapat, et
al, 2016).
 1. Cultural identity

➢ refers to the membership and acceptance into a

larger cultural group that shares a system of
tradition, norms, and values.

➢ involves the people’s standards of appropriate

and inappropriate behavior.
2. Gender Role
➢ is not necessarily limited to male and female
➢ In some cultures, dresses and skirts are proudly
worn by men.
➢ Women in other cultures are not only seen
nursing children at home but also run a country or
lead a nation.
➢ The society and media representations of gender
inform and influence the people’s understanding
and expectations of the gender roles in the real
world.
➢ Like culture, communicators must respect and
accept the gender preference of each human being.
 3. Age Identity

➢ refers to how people feel and think about

themselves as they age
➢ Not all children are innocent and childish,
even adults are not at all matured and
responsible.
➢ Age identity can influence one’s self-image,
personality, language use, attitudes, and
communication with others.
➢ Hence, communicators must be oriented to
the age identity of the person with whom they
interact so they can convey appropriate
messages.
4. Social Class

➢ is the rank assigned by the society to its

members according to their income, titles,
possessions, etc.
➢ People’s perception of another’s social
class affects the way they communicate.
➢ The social class of one’s culture may not
apply to another culture.Generally speaking,
the higher classes enjoy more privileged roles,
and the lower classes are assigned manual
labor.
➢ Regardless of one’s social class, people
should communicate with each other in ways
that they find acceptable.
5. Religious identity

➢ refers to the active or inactive membership of

a person to a certain religious organization
➢ Some see themselves as members of various
religious groups.
➢ Either way, their religious beliefs, values and
worldviews are associated with their way of life.
➢ Religion is very sacred and important to
anyone (or perhaps to everyone).
➢ Hence, religious issues and prejudices should
be handled properly and respectfully
Cultural Barriers to Communication In
Multicultural Settings, (Penn, 2017):

1. Language Barrier

2. Hostile Stereotypes

3. Behavior Differences

4. Emotional Display
Ways to Improve Intercultural
Communication Competence:

1.Recognize the validity and differences

of communication styles among people.

2. Learn to eliminate personal biases and

prejudices.

3. Strive to acquire communication skills

necessary in a multicultural world.
END OF PRESENTATION, THANK YOU!!