Intercultural Communication

Intercultural Communication
• Intercultural communication refers to the effective
communication between people/ workers/ clients
of different cultural background. It also includes
managing thought patterns and non verbal
communication.

• Intercultural Communication - the communication

between people from different cultures (it refers to
what happens when these culturally-different
groups come together, interact and communicate)
 Why do cultures differ?
• History
• Educational Backgrounds
• Social backgrounds
• Geographical backgrounds
• Religion
Need for Intercultural Communication
1. Success of any International business
2. Allows workers from different cultures to work together as a
group.
3. Worldwide marketing campaign.
4. An increase in international Business.
5. Globalization: refers to the reduction and removal of barriers
between national borders in order to facilitate the flow of goods,
capital, services and labour.
6. Advancement in Film Industry(foreign media)
7. Increase in international travel and tourism
8. Increase in international Health services
9. Worldwide sporting events: FIFA World Cup , ICC world cup and
the Olympic Games.
10. Multicultural workforce: Social backgrounds, Cultures, Racial
backgrounds, Gender, Age,Regions,Religion
 low- and high-context Cultures
High Context Cultures Low Context Cultures

Unequal/family--- distribution of power Equal distribution of power

values collectivism Values individualism
Indirect/ ambiguous Communication style Direct Communication style
Reserved and try to maintain harmony True intensions
Greater confidence in nonverbal comm.. Explicit comm. (clear/open)
Gestures, silence, proximity Depend on content/clear words
Comm. Will jump back and forth and leave out details. Emphasise on logic and rationality
Leave results to fate

Strong bond with family/community Fragile bond between people with little sense of loyalty

High commitment to long term relationships Low commitment to relationships

Difficult to enter the group Members accept unequal distribution of power

Use more images/animation than text More text and less imagery on their websites