LOCAL AND GLOBAL COMMUNICATION

IN MULTICULTURAL SETTING
1. describe the nature and scope of local and
global communication
2. define intercultural communication and its
various forms
3. compare and contrast culture and co-culture
4. identify co-culture strategies
5. differentiate the variables used to distinguish
cultures
6. design an audio-video and/or web-based
presentation promoting awareness and
respect of different cultures
7. demonstrate awareness and competence on
intercultural communication
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UNDERSTANDING
 The Nature and Scope of Local and Global
Communication
 Globalization requires that we pay attention to a related concept –
diversity – the recognition and valuing of difference, encompassing such
factors as age, gender, race, ethnicity, ability, religion, education, marital
status, sexual orientation, and income.
 Intercultural Communication
 When we speak about intercultural communication, we are concerning
ourselves with the process of interpreting and sharing meanings with
individuals from different cultures.
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UNDERSTANDING
Intercultural Communication and Its Various
Forms
 Interracial communication is interpreting and sharing of
meanings with individuals from different races. It occurs when
interactants are of different races.
 Interethnic communication refers to interaction with
individuals of different ethnic origins. It occurs when the
communicating parties have different ethnic origins.
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UNDERSTANDING
 International communication is the communication between
persons representing different nations. It occurs between
persons representing political structures.
 Intracultural communication is the interaction with members
of the same racial or ethnic group or co-culture as yours. It
includes all forms of communication among members of the
same racial, ethnic, or other co-culture groups.
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UNDERSTANDING

Understanding One Another

 Cultures and Co-cultures
 A culture is the system of knowledge, beliefs, values, customs,
behaviors, and artifacts that are acquired, shared, and used by its
members during daily living.
 Within a culture as a whole are co-cultures; these are composed of
members of the same general culture who differ in some ethnic or
sociological way from the parent culture.
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UNDERSTANDING
 Co-culture Strategies
 Assimilation is the means by which co-culture members
attempt to fit in with members of the dominant culture.
 Accommodation is means by which co-culture members
maintain their cultural identity while striving to establish
relationships with members of the dominant culture.
 Separation is the means co-culture members use to
resist interacting with members of the dominant culture.
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UNDERSTANDING
 Exploring Cultural Dialectics
 Individualism Versus Collectivism
 Individualism refers to cultures in which individual goals are
stressed while collectivism refers to cultures in which group goals
are stressed.
 This means that, while the “I” may be most important in
individualistic cultures, the “we” is the dominant force in
collectivistic ones. While in collectivistic cultures the individual is
expected to fit into the group, in individualistic cultures emphasis
is placed on developing a sense of self.
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UNDERSTANDING
 High Context Versus Low Context Communication
 High context communication is a tradition-bound communication system
which depends on indirectness while low context communication is a
system that encourages directness in communication.
 High Power Distance Versus Low Power Distance
 Power distance measures the extent to which individuals are willing to
accept power differences. High power distance cultures are based on
power differences in which subordinates defer to superiors while low
power distance cultures believe that power should be used only when
legitimate.
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UNDERSTANDING
 Masculine Versus Feminine Culture
 Cultures differ in their attitudes toward gender roles. Masculine
cultures are cultures that value aggressiveness, strength, and
material symbols of success.
 Feminine cultures are cultures that value tenderness and
relationships. Among highly masculine cultures are Japan, Italy,
Germany, Mexico, and Great Britain. Among highly feminine
cultures are Sweden, Norway, the Netherlands, Thailand, and
Chile.