The impact of

Communicatio in Society
and the world
 - health care distribution
-rescue missions
-protecting the environment
-compaie worldwide transact business fast
- capable of being a potential news reporter
- revolutionize and create social change
Cultural Context
 “ Cultural hides more than it reveals and
strangely enough what it hides, it hides most
effectively from its own participants”
 INDIVIDUALISM
Harry Triandis ( cited from Neuliep 2015)
who is affiliated with the University of
Illinois documents that individualistic
cultures focus on individual goals.
INDIVIDUALISM
 INDIVIDUALISM
It also aims to benefit the individual since
every person is seen as unique with distinct
talents and potential, thereby enabling
them to hone their creativity , develop
independence and confidence.
 COLLECTIVISM

Is the assumption that groups blend well

by serving the in-group ( family,
neighbors or occupational groups ).
People are not viewed as isolated
individuals but rather they are identified
by their membership.
 TYPES OF CULTURAL ORIENTATION

Horizontal Individualism speaks of an

autonomous self that values the
individual more and independence is
being highlighted.
 TYPES OF CULTURAL ORIENTATION

Vertical Individualism values the

autonomous self by seeing it is different
and unequal to others. It also
emphasizes status and competition.
 TYPES OF CULTURAL ORIENTATION

Horizontal Collectivism notes the self as

a member of an in-group sharing the
same values and interests. The self is
reliant and equality is expected.
 TYPES OF CULTURAL ORIENTATION

Vertical Collectivism believes that the

self is an integral part of the in-group
even if the members are different from
the other.It also specifies the group’s
interdependence and
inequality(Neuliep, 2015).
 OBSTACLES IN INTERCULTURAL
COMMUNICATION
Tubbs & Moss (2007)
“ The degree to which we judge a culture by our cultural values
and refuse to consider other cultural norms will determine how
likely it is that effective communication takes place. At one
extreme, we have participants in a transaction who both know
and accept the beliefs and behaviors of others; at the other, we
have those who neither know nor accept.”
 RELATIONSHIPS: NORMS AND ROLES

NORMS
Norms refer to appropriate behaviors and rules
that are accepted in society. These rules pertain
actually to culture and how people in a particular
place are expected to behave and react to given
circumstances.
 RELATIONSHIPS: NORMS AND ROLES

ROLES
Roles are norms that are intended for a
specific group may vary from culture to
culture. Prescribed roles that some
individuals in society deviate may cause
imprisonment, death and great
misunderstanding.
 BELIEFS AND VALUES

Values determine what we think is right, good,

important, beautiful: we find it difficult to accept that
what is right or good is as relative to culture as the
word for “book” or “stove”, or as the way our food is
prepared or our clothes are made.