C R O S S - C U LT U R A L C O M M U N I C AT I O N

‘Head-On’ to make
learning happen.
 B l u n d e r i n g w i t h Wo r d s & P h r a s e s .

Parker Pen in Latin America - “Use Parker Pen, avoid embarrassment”.

Literal Meaning – “Use Parker Pen, avoid pregnancy”

Pepsi Germany- “Come Alive with Pepsi”.

Literal Meaning – “Come out of the grave with
Pepsi.”
Pepsi Taiwan - “Come Alive with Pepsi”.
Literal Meaning – “Pepsi brings your ancestors from the
dead.”
Salem Cigarettes, Japan - “Salem – Feeling Free”.
Literal Meaning – “Smoking Salem cigarettes makes your
mind feel free and empty.”
B l u n d e r i n g w i t h Wo r d s & P h r a s e s .

Umbro - UK sports manufacturer had to withdraw its sneakers called

the Zyklon. It was the name of gas used by the Nazi regime to murder
millions of Jews in concentration camps.

All pictures/symbols are not interpreted the same across the world:
Staff at an African port saw the "internationally recognised" symbol
for "fragile" (i.e. broken wine glass). Presumed it was a box of broken
glass. Rather than waste space they threw all the boxes into the sea!
 M E N TA L J U D O

You are a part-timer working

nights in a general store in the
U.S. and you are held up
by a gunman.

How will you engage him in

cross-cultural
communication?
 What IS communication ?

E D
N E
C Message
UNDER C
MESSAG +
O S TA N D I N G O
E MEANING
D D
E E

C O M M U N I C AT I O N I S T H E
STIMULATION of MEANING
MESSAGES RECEIVED VIA OUR
SENSES

Sight, Sound, Feel, Smell & Taste

 BEFORE WE RESPOND THE BRAIN
RESPONDS IN A SPECIFIC SEQUENCE.

 Scans memory for past experience,

looks for reference related to new
information.

 New information sent to join existing

memory bank, analyzed and fitted
into existing memory bank.

Brain’s filing system makes existing memory:

 Remain the same but stronger
 Change for the better
 Change for the worse
T Y P E S O F C O M M U N I C AT O R S
 T Y P E S O F C O M M U N I C AT O R S

High Projection

Ty p e 1 : Type 4
High pressure Ideal/Persuasive

Low High
Empathy Empathy

Type 2:
Type 3:
Ta k e i t
We a k
or leave it

Low Projection
 High Projection

Ty p e 1 :
High pressure
communicator

Low  Overaggressive and insensitive High

Empathy  Wins argument but projection is without Empathy
empathy, therefore self-defeating.
 Switches people off.
Smooth-talking salesman

Low Projection
 High Projection

 Little interest in other person or own ideas.

 Little or no engagement in the process.
 Allows over-riding.
Unhelpful Shop Assistant
Low High
Empathy Empathy
Ty p e 2 :
Ta k e i t o r l e a v e
it communicator

Low Projection
 High Projection

 Nice person.
 Means well.
 Does not push
No Projection. No Empathy.
Low High
Empathy Empathy
Ty p e 3 :
We a k
communicator

Low Projection
 High Projection

Type 4
Ideal/
Persuasive

Low  Creative understanding of listener. High

Empathy  Well informed. Empathy
 Produces agreement and commitment to
satisfaction of both sides.
 Considering another person’s point of view
itself is seen as a big +

Low Projection
 DECISION-MAKING PROCESS

Decision Sequence Persuasion Objectives Persuasion stages

“I am important. • Create rapport OPENING
Consider my needs.” • Generate
interest/acceptance
• Find out about them
“What are the facts?” State the case to be seen as STATING
balanced in favor of action THE CASE
“What are the snags?” Handling negative HANDLING
reactions that may OBJECTIONS
unbalance the argument

“What shall I do ?” Obtain commitment to ASK FOR ACTION

action or to a step in the
right direction
 Would you dive into a swimming
pool without knowing
swimming?
UNDERSTANDIN
G CULTURE

Would you go down to China

to set up a business without
first learning Chinese
Culture?
Understanding another culture
involves understanding another’s
belief system, and not just another’s
spoken language.
 6ix Dimensions of
Cultural
Difference Vi s i b l e C u l t u r a l D i f f e r e n c e s
1. C o m m u n i c a t i o n S t y l e s .
2. A t t i t u d e s t o w a r d s c o n f l i c t s .
3. A p p r o a c h e s t o c o m p l e t i n g
tasks.
4. D e c i s i o n - m a k i n g s t y l e s .
5. A t t i t u d e s t o w a r d s c l o s u r e .
6. A p p r o a c h e s t o k n o w i n g .

W h a t ’s H i d d e n B e l o w ?

1. Beliefs.
2. Va l u e s .
3. Perceptions.
4. Expectations.
5. Attitudes. Invisible Cultural Roots
6. Assumptions.
 What is Culture?

Culture is a shared, learned system of symbolic

values, beliefs and attitudes that shapes and
influences perception and behaviour. It is an
abstract ‘mental blueprint’ or ‘mental code’. Cross Culture

What is Cross-cultural Communication?

The process of sending and receiving messages

between people of different cultures
 Sender encodes messages using the
assumptions of his/her own culture.

 Receiver decodes messages according to

the assumptions of his/her own
culture.
Why is Cross-Cultural Communication Important?

G l o b a l i z a t i o n : C ross border movement of people, goods and

data brings more and more cultures into contact with one another and
increases the demand for cross-cultural communication.

 Business Opportunities
 Job Opportunities.
 Improves the contribution of employees
in a diverse workforce.
 Sharing of views and ideas.
 Talent improvisation.
 Understanding of diverse, emerging
markets.
 What is Global Competence ?

K N O W L E D G E of other world regions, cultures

and global/international issues.

S K I L L S in communicating in languages other

than their own, collaborating in cross-cultural
environments, analyzing information from
sources around the world.

VA L U E S / B E H AV I O U R S including respect
and ethical concern for other people’s and cultures
and adaptability.
T O E N A B L E M E A N I N G F U L PA R T I C I PAT I O N A S
CITIZEN-WORKERS IN AN INTERCONNECTED
WORLD.
Barriers to Cross Cultural Communication

E t h n o c e n t r i s m – Reluctance to accept
another culture’s world view. “My way is the
best”.
D i s c r i m i n a t i o n – Differential treatment of an
individual due to minority status (actual and
perceived) “ We don’t wish to serve people like that”.

S t e r e o t y p i n g – Generalizing about a person,

worse converting it into a belief. “He’s like that
because he is Asian”. Or “All Asians are non-
verbal”.
 LINEAR ACTIVE
North America, Northern
Europe
1. Cartesian logic:
• What would happen if you
did?
• What would happen if you did
not?
• What would not happen if you
did?
2. Talks half the time
3. Gets data from research
4. Plans ahead step-by-step
5. Polite but direct
6. Partly conceals feelings
MULTI - ACTIVE REACTIVE
Latin America, Southern East Asia
Europe, Africa, Middle-East
• Focus on relationships • Harmony
• Pursue multiple goals • Unity based
simultaneously
Talks most of the time Mostly listens
Solicits information first hand Uses both data
from people/users and people
Thinks Big Picture Looks at principles
Emotional Polite & indirect
Displays feelings Conceals feelings
 LINEAR ACTIVE MULTI - ACTIVE REACTIVE
North America, Northern Latin America, Southern East Asia
Europe Europe, Africa, Middle-East
7. Confronts with logic Confronts emotionally Never confronts
8. Dislikes losing face Has good excuses Must not lose face
9. Segments projects Lets one project influence another. Sees the whole
picture.
10. Rarely interrupts Often interrupts Doesn’t interrupt
11. Job-oriented People-oriented Extremely people-
oriented
12. Sticks to facts Juggles facts Statements are
promises
 LINEAR ACTIVE MULTI - ACTIVE REACTIVE
North America, Northern Latin America, Southern East Asia
Europe Europe, Africa, Middle-East
13. Truth before diplomacy Flexible truth Diplomacy over
truth.
14. Sometimes impatient Impatient Patient
15. Limited body language Unlimited body language Subtle body
language
16. Separates professional & Interweaves professional & social Connects
social professional &
social
17. Does on job at a time. Multi-tasks Reacts to action
18. Punctuality very important Punctuality not important Punctuality
important
19. Written word important Spoken word important Prefers face-to-
face
20 Sticks to Agenda Roams back and forth Asks for repeats
STYLE
NATIONAL CULTURE MENTAL HOW MUCH OF OUR
PROGRAMMING CULTURAL COMPONENTS WE
SHARE WITH OUR
COMPATRIOTS
GEERT HOFSTEDE(DUTCH HOW WE VIEW POWER DISTANCE
SOCIOLOGIST) SUP-SUB (INDIA:HIGH)Trust key factor
RELATIONSHIP
SHOWING EMOTIONS COMMON IN EXPRESSIVESSNESS AND
WITH PASSION AND MEDITERRANEA EMOTIONS
ANIMATION N CULTURE
LAUGHTER FREE FLOWING WESTERN CULTURE:
VS CONTROLLED CONTROLLED
DAVID VICTOR LESCANT CULTURAL FACTOR :(Language,
( ANTHROPLOLOGIST ( acronym) Environment &Technology, Social
&SOCIOLOGIST) organization, Context, Authority
conception and Non-verbal
behaviour, time-mono vs. poly)
MOVEMENT OF HEAD MEANING YES SOUTH INDIA
FROM LEFT TO RIGHT
AND VICE VERSA
SMILING WHILE SEEN AS WEAK AFRICAN CULTURE
BARGAING
 SOME TERMINOLOGIES

BACK TRANSLATING : Procedure where one uses

one translator who is good in two languages- helps
. dialogue
process between two nationals with a language issue
STEROETYPES : Generalization about a culture based
on observable likeness
Most Annoying Business Clichés-Blogger and writing
expert-Mary Cullen:
1. At the end of the day
2. 30,000 foot view
3. Give 110%
4. Think outside the box
5. FYI
6. 800-pound gorilla
7. Throw under the bus
8. My bad
9. Rightsizing
10. Reaching out
11. Low-hanging fruit
12. Paradigm shift
 Some Guidelines:
1. Use Active Voice
2. Avoid camouflaged verb –eg: noun form-acquire-
acquisition: make an acquisition; apply-
application(noun form): make an application
3. Use Non discriminatory writing ( class, religion, caste,
status, gender)- Instead of :As a customer who pays on
time, he can demand good service- ‘A customer who
makes timely payments is entitled to good service’
4. Understand different generations in workplace:
Boomers:(born before WWII), Gen Xers(1960-1979),
Gen Y or Millenials (after 1979) , Linksters( after
1995)
JUGGLE WITH A HOST OF
VA R I A B L E S
 A I M AT T H E S E 5 I V E E S S E N T I A L S

1. H E A R – what you tell them or show them.

2. U N D E R S TA N D – what they have heard or seen.
3. AGREE – with what they have heard or disagree.
4. TAKE ACTION – with what you had in mind.
How will you know if these objectives are being
met?
5 RECEIVE FEEDBACK.

What next? And when ?

 THESE 5IVE ESSENTIALS

1. H E A R – what you say (or see what you show them).

2. U N D E R S TA N D – what you mean.
3. AGREE – with what they have heard.
4. TAKE ACTION – in line with your overall objective.

DON’T HAPPEN IN A
S T R A I G H T F O R WA R D
MANNER
 C O V E Y- i s m a n d S u g g e s t e d B e s t P r a c t i c e s
for Cross-Cultural Communication.

COVEY - ism Best Practice

Seek first to understand than
to be understood.
Begin with the end in mind.
Practice humility when conversing
across cultures, disciplines and
languages.
Groom your appearance and
behavior to the cultural context.
Start with purpose and desired
outcome.

First things first. Confirm definitions & terminology

to ensure you are on the same
page/same language.
 C O V E Y- i s m a n d S u g g e s t e d B e s t P r a c t i c e s
for Cross-Cultural Communication.

COVEY - ism Best Practice

Seek first to understand than Ask clarifying questions about
to be understood. definitions and practices to confirm
consistent use of terminology.
Groom your appearance and
behavior to the cultural context.
Synergize Use pictures, drawings, physical
examples and 3-D models.

Be Proactive Note any assumptions and personal

bias and communicate these ASAP.
 C O V E Y- i s m a n d S u g g e s t e d B e s t P r a c t i c e s
for Cross-Cultural Communication.

COVEY - ism Best Practice

Seek ‘win-win’ solutions. Educate each other – be flexible and
adapt to meet your objective.
Groom your appearance and
behavior to the cultural context.
Be Proactive Assume you are wrong and monitor
for the first sign that the plan has
deviated.

Be Proactive Note any assumptions and personal

bias and communicate these ASAP.
Strategies for Effective Cross-Cultural Communication

1. Build self awareness.

2. R e c o g n i z e t h e c o m p l e x i t y.
3. Distinguish perspectives.
4. Av o i d s t e r e o t y p i n g .
5. Respect differences.
6. L i s t e n r e f l e c t i v e l y.
7. Be honest.
8. Be flexible.
9. Think Thrice.
10.Don’t be afraid
to ask
questions ???
In Singaporean : “la” suffixed to every sentence
Australian : “G’day” prefixed to every greeting
Multiple differences between the British and American glish :
the two languages fighting for dominance in the Anglophone world
( Sashi Tharoor)
1]Indian at an American University: Where could I post a letter to my parents?
American : There’s a bulletin board at the Student Centre, are you sure you want to post
something so personal?

2] In Britain you conclude a restaurant meal by asking for the bill, and paying by cheque; in
America, you ask for the check and pay with bills!

3] What the Brits call chips are fries in America; what the Yanks call chips are crisps in Britain

4]American pilot says plane would be airborne” momentarily”; in Britain momentarily means for “for
a moment” not “in a moment” as in the US ! ( countries divided by a common
language !!)

5] A young man in a courtship with an American girlfriend says,” I’ll give you a ring tomorrow”. All
he meant was he would call her. All she understood was that he was overstepping his right by
offering betrothal~ relationship did’nt survive the misunderstanding!

6] English guest call the Hotel: “I’ve left my trousers in the wardrobe”-Translator had to be
summoned to understand, ”Oh, you’ve left your pant in the closet”... why didn't you say so in the
first place?”

7] Right word, wrong concept: former foreign minster M.C .Chagla wanted to order six
sandwiches( thinking these will be delicate triangles of delicately sliced bread)—to his surprise the
American waiter arrives with six large pieces each of size: one foot long, four inches high !!
8]In Britain or in India when an MP “tables” a resolution, he puts it forward for
debate and passage; when an American Congressman “tables” a resolution he
kills it off!

9] A” moot” point in England means a point where one wants to argue; in

American a “moot” point makes it ‘null and void’

10] differences reflect the nature of these societies, how they perceive things~
thus while the British “stand” for election; the Americans ”run” for office!

11] What the Brits and Indians call as ”Lift” becomes an “Elevator for the
Americans: likewise “Flats “ become “Apartments” and” Biscuits” “cookies”

12] What the Brits and Indians call ‘oversight’-meaning a slip whereby a point
missed out means ‘span of control’ to the American-’how many people do I
supervise?!
Enhancing Communication & Presentation Skills-Five ZONES

SOCIETY

PROFESSIONAL Write Five

Sentences
every day-
SOCIAL

either on all five

zones every
FAMILY
day(25
sentences) or
one zone per
day(Mon-Fri)
INTIMATE
 A Guideline for Professional & Effective
Communication

SWAS-CRP-LAB-PGN
S-Stringy sentences( long, disconnected)-AVOID
WAS-Write as you speak
C- Clear, Concise, Crisp
R – Redundant –AVOID
P –Always focus on the POSITIVE, even if you are handling a sensitive or neg. news
L –Lists- ADOPT
A-Active Voice– ADOPT
B- Bureaucratic Words- AVOID
PG- Perfect Grammar: A guideline, not a rule, deviate when needed
Nominalization : use of a word which is not a noun as a noun-mostly ending with
‘ion’ :completion, dedication, construction- AVOID