COMMUNICATION IN

MULTICULTURAL
CONTEXTS
LESSON 2
Objectives

 At the end of the lesson, you should be able to:

1. Determine situations, which display effective communication in
multicultural context
2. Discuss culturally appropriate terms, expressions, and images
3. Write about various and intercultural communication modes and issues
4. Increase cultural and intercultural awareness and sensitivity in
communication of ideas
5. Reflect on a learning experience
WARM UP

1. Form yourselves into groups of five members each

2. Read the article “Cultural Blunders: Brands Gone Wrong”
(http://www.campaignasia.com/article/cultural-blunders-brandsgone-wrong/426043)
3. As a group, discuss your answers to the following questions.
1. What are examples of cultural blunders?
2. What do you think are the causes of these blunders?
3. How do you do you think blunders affect communication?
4. What are the ways to avoid these blunders?
5. Prepare to present your answers in class.
 COMMUNICATION CONTEXTS

 Human interaction does not exist in a vacuum. It operates within a certain context. Communication context
pertains to the personal, physical, social, psychological and cultural circumstances, among others in which
communication occurs.
 With the emergence of a global society, the academic and professional environments have become
multicultural. That means you coexist with people from diverse or different cultural backgrounds, beliefs,
religion, gender, nationalities, religion, and ethnicity.
 Your verbal communication is always accompanied by non verbal cues such as gestures, facial expressions,
and other body movements that add to what you are saying in different ways.
 TYPES OF COMMUNICATON
CONTEXT
1. PERSONAL CONTEXT
Involves the background of both the sender and receiver of the message. It includes their education, religion, socioeconomic status, marital,
status, and beliefs that greatly influence what and how they communicate.
2. PHYSICAL CONTEXT
Pertains to the environment where communication takes place. It involves tangible factors which can be easily perceived by the senses such as
temperature, humidity, odor, lightning, and noise level, among others.
3. SOCIAL CONTEXT
It refers to the kind of relationship that exists between the sender and the receiver.
4. PSYCHOLOGICAL CONTEXT
It includes the emotions and feelings of the participants in the communication process. It involves their opinions, judgments, prejudices,
attitudes, and perception toward other which can play part in the transmission of messages.
5. CULTURAL CONTEXT
One of the vital considerations in communication. It includes the sets of beliefs, value systems, guiding principles, and assumptions based on
one’s race, ethnicity, age, gender, sexual orientation, gender identity and religion within which communication happens.
 THE DEVELOPMENTAL MODEL OF
CULTURAL SENSITIVITY
According to Bennett and Bennett (2004). The developmental model of intercultural sensitivity (DMIS) has six
stages which are follows.

Stage 1: Denial The individual does not recognize cultural differences.

Stage 2: Defense The individual starts to recognize cultural differences and is intimidated by them.

Stage 3: Minimization Although the individual sees cultural differences, he/she banks more on the universality of ideas than cultural
differences.

Stage 4: Acceptance The individual begins to appreciate important cultural differences in behaviors and eventually in values.

Stage 5: Adaptation The individual becomes very open to world views when accepting new perspectives: and

Stage 6: Integration The individual starts to go beyond his/her own culture and sees himself/herself actions based on multifarious
cultural viewpoints.
 COMMUNICATION AND CULTURE

 a more holistic understanding of communication necessities knowledge of culture and

appreciating diversities. As defined, culture is a set of unique and shared beliefs, values,
and norms that guide a certain group of people on how to think, behave, and act. Hence,
Filipino culture pertains to the beliefs , values, and practices unique to Filipinos, shared by
Filipinos, and exhibited by Filipinos.
 CULTURAL DIMENSIONS IN
COMMUNICATION

 First dimensions distinguishes individualism from collectivism. Individualistic culture

puts premium on the self and personal fulfillment while collectivist culture values
teamwork and collaboration.
 Second cultural dimension is context which has two categories: low and high. Low
context culture views explicit words as away to convey messages while High context
culture uses subtle non verbal behaviors and implicit information to convey meaning.
 Third cultural dimensions is chronemics which pertains to the concept of time among
cultures. Monochronic culture advocates punctuality, timely completion of tasks.
Polychronic culture has a fluid and flexible concept of time.
 Fourth cultural dimension is termed as uncertainty avoidance which refers to the need to foresee what is going to
happen. Low uncertainty avoidance culture is tolerant of unpredictable and uncontrollable situations. High
uncertainty avoidance culture values precision and always attempts to anticipate risks to possibly reduce them.
 Fifth cultural dimension is to be considered when communicating is the extent to how the equality or inequality of
power is expected or accepted. This is referred to as power distance. Lower power distance culture values equal
distribution of power. High power distance culture recognizes that unequal distribution of power is normal.
 Sixth cultural dimension pertains to gender masculinity or feminity. Masculine cultures advocate for strict
adherence to conventional gender roles and behaviors. In this culture, masculine roles are more valued than feminine
roles. Feminine cultures, are based on the premise that men and women assume varieties of roles and thus, are both
valued regardless of their sex and gender.
Finally, the last cultural dimension is long term or short term orientation which refers to how patience is valued in
waiting for outcomes of actions. Short term orientation culture is characterized by being very performance driven. It
emphasizes quick results, fulfillment of social obligations. Long term orientation culture is more laid back that it has
more patience in waiting for the outcomes of an action.
GENDER-BIASED WORDS OR SEXIEST
LANGUAGE
SEXIEST LANGUAGE NEUTRAL
CHAIRMAN CHAIRPERSON
SALESMAN SALESPERSON
CONGRESSMAN LEGISLATOR
SPOKESMAN SPOKESPERSON
FOREMAN SUPERVISOR
STEWARDESS FLIGHT ATTENDANT
WAITRESS SERVER
POLICEMAN POLICE OFFICER
FIREMAN FIREFIGHTER
MAN-MADE MANUFACTURED
BUSINESSMAN BUSINEE EXECUTIVE
MANPOWER WORKFOPRCE