of
Intercultura
l
Communica
tion
Ade Tandra & Sarah Bryna Grace
Intercultural Business
Communication
OBJECTIVES
(p. 1)
• understand such terms as
intercultural, international,
intracultural, multicultural, and
ethnocentric
• recognize how communication
barriers affect intercultural
communication
• understand the differences between
norms, rules, roles, and networks
OBJECTIVES
(P. 1)
• distinguish between subcultures and
subgroups
• understand the concepts of business
globalization
• differentiate between ethnocentric,
polycentric, regiocentric, and
geocentric management orientations
WHY INTERCULTURAL BUSINESS
COMMUNICATION?
• the globalization + economical
growth = businesses involved in
international activities
• universal tastes and appreciation =
international demand = businesses
involved in international activities
• international business activities will
require the ability to communicate
across cultures
WHY INTERCULTURAL BUSINESS
COMMUNICATION?
• addresses procedural, informative,
and informational global problems
• allows us to work on the procedural
issues of country to country contacts,
diplomacy, and legal contexts
• sensitize us on cultural differences
• allows us to gather information and
ultimately make decisions in an
intercultural settings (Rohrlich, 1998)
(p. 3)
01 Culture is a code we learn and share,
learning and sharing requires
COMMUNICATI communication.
(Smith, 1966) (p. 2)
ON 02 Every cultural pattern and every act
of social behavior involves
AND communication.
(Chu, 1977) (p. 2)
CULTURE
Communication
and culture are 03 Communication can only be
inseparable understood with an understanding of
the culture it supports.
(Jandt, 2000) (p.2)
INTERCULTU
RAL
COMMUNICA
TION
Communication between
persons of different cultures.
(Hall, 1959) (p. 2)
Intercultural business
communication: within and
between business involving
people from more than one
Contact between different
cultures=
Diffusion creates diffusion
two cultures
learning, adapting materials
and adopting practices from
each other. (p. 2)
e.g. Japanese people eat KFC for
Christmas
WORLD
CULTURE (P. 2)
• globalization + economic activities +
cultural interaction = world culture
• world culture in the concept where
traditional cultural barriers breaks
down caused by the commonality of
human needs, creating a single
culture which all people will adhere
MELTING POT
(p. 3)
• sociocultural assimilations of people from
different background and nationalities
• losing ethnical differences and forming one
large society
• in reality, microcultures are formed (cultures
within culture), producing a salad bowl of a
culture
e.g. Betawinese people, Indonesian
INTRACULTURAL
COMMUNICATIONS
• communication between and among
members of the same culture (p. 3)
• same race, political persuasion, religion,
interests = intracultural communication
• having the same beliefs, values, and
constructs facilitates communications and
defines a culture (Gudykunst and Toomey,
1988) (p. 3)
• Some differences may still occur (dialects,
pace of life). This is caused by distance.
INTERCULTURAL COMMUNICATION
IS NoT INTERNATIONAL COMMUNICATION
Intercultural International
communications communications
between people of differing between nations and
culture governments, hence, quite formal
and ritualized
BUSINESS
GLOBALIZATION
• Most of the world’s business are not
globalized.
• Business globalization = the ability of a
corporation to take product and market it in
the entire civilized world.
• The corporate culture contains values,
norms and policies that the organization
then adapt to the global arena.
(Rhinesmith, 1966) (p. 4)
BUSINESS
GLOBALIZATION
• Successful companies found values in the
parent corporations does not heed the
values of other culture’s office.
• Managers have to make adjustments to fit
the values in the country that they’re
working.
• Franchises and companies have to make
adjustments to suit the local preferences
and tastes.
• Adapting diversity to the companies benefit
= success.
KEYS TO SUCCESSFUL CORPORATE
CULTURE
(Evans et al, 1990)
01 02 03 04 05
a clear and simple the vision of the company- project oriented emphasis on the
mission statement chief executive controlled management processes of global
officer management training programs corporate culture
training programs
FAILURE TO
ADAPT
• to lifestyle, language, business philosophy,
financial problems, government problems,
cultural shock, housing, food, gender, and
family
• the ability to adapt with host culture +
explain own culture > advantages on
product price + product quality (Ruch
1989) (p. 5)
CULTURE
• communication = the process
• culture = structure through which
the communication is fomulated and
interpreted
DIMENSIONS OF CULTURE
LANGUAGE PHYSICAL Psychological
DIMENSIONS DIMENSIONS dimensions
used to communicate relates to the physical relates to our
with other people who realities of our knowledge, beliefs,
have values and environment and the and mental activities
beliefs like our own cultural activities of
the people
is measured
subjectively
is measured
objectively
UNDERSTANDING CULTURAL
DIMENSIONS
• We can alter these characteristics and
our way of communication.
• We must understand our own
dimensions.
UNDERSTANDING CULTURAL
DIMENSIONS
• culture is learned through perception
= every individual perceive the world
differently
• different culture structure knowledge
differently
• causes intercultural communication to
be increasingly difficult (Singer, 1998)
CULTURAL SYMBOL
• is a word or object that represents
something in the culture
• cultural symbol variability may be
included in social cognitive process
SOCIAL COGNITIVE PROCESSES
• information • self perceptions • network
processing • habits • languages
• persuasive strategy • norms • environment
selection
• rules
• conflict
• roles
management styles
• personality
• social relations
STEREOTYPES
• perceptions about certain groups of people or
nationalities
• is a guide to a national culture
• does not work with individuals, especially those
worked in international business, or who lived
and studied abroad
• is considered to be negative and offensive
today
ENCULTURATION
• the socialization process you go
through to adapt to your society
• classifying, coding, prioritizing,
and justifying reality
e.g. Japanese inability to say no,
Christian’s correlate purity with
virginity, the different concept of
masculinity
STAGES OF ENCULTURATION (Datan
et al., 1987)
• individual experiences events in their life as
scenes
• individual develops sets of rules for interpreting,
evaluating, producing, predicting or controlling
future scenes
• innate rules are replaced by learned rules
• personality develops as the individual feel the
need to impose the rules to everyday events
• rules that arises from scenes create new rules
• individual’s construction of experience affects
the experience itself
cultural information that cultural information
FRONT STAGE
you are willing to share to BACK STAGE
that are concealed from
an outsider an outsider
CULTURE CULTURE
cultural
synergy
“Acculturation is the
process of adjusting and
adapting to a new and
different culture.” (p. 8)
—Hazuda, Stern, & Hoffner
(1988)
Multicultural: people who learn more
than one culture and can move
between two cultures very
comfortably. (p.9)
ACCULTURATION (P. 9)
INTEGRATION SEPARATION
individuals become an integral individuals keep their culture
part of the new culture while and stay independent of the
maintaining their cultural new culture
integrity
e.g.
indigenous
people
DECULTURATIO
ASSIMILATION taken by N
individuals are absorbed into force Individuals lose their original
their new culture and culture and do not accept the
withdraw from their old culture new culture, leading to
confusion and anxiety
ETHNOCENTRISM (P. 9)
Ethnocentrism Mind-Sets
the belief that your own ways of being that allow us to
cultural background, including see, perceive, and reason
ways of analyzing problems, through our own cultural
values, beliefs, language, and awareness
communication, is superior
e.g. “American”
way
culturally
01 NORMS ingrained
principles of correct—if broken,
and incorrect
results in penalty
Systems behaviors (p. 10)
will be 02 RULES
to clarify cloudy areas of norms (p.
discusse 10)
d in 03 ROLES affected by norms
and rules
behavioral expectations of a position
Chapter (p. 10)
NETWORK
2 (next 04
S
personal ties and involve an exchange
week). of assistance (p. 10)
self-identifiable,
characteristic behavior,
recognition from
groups of macroculture
people possessing groups with which the
characteristic traits that set apart macroculture does not agree and
and distinguish them from others with which it has problems
within a macroculture (p. 10) communicating (p. 11)
Subcultures subgroups
race, age, part of
religion, sexual macroculture but
preferences different
communication
e.g. Latinos, behavior
Asians, boomers,
millennials, e.g. youth
Catholics, etc. gangs,
prostitutes, etc.
COMMUNICATION BARRIERS (P. 11)
PHYSICAL CULTURAL PERCEPTUAL
time, environment, ethnic, religious, viewing what is said
comfort and needs, and social from your own
and physical differences mindset
medium
MOTIVATIONAL EXPERIENTIAL EMOTIONAL
the listener’s mental lack of similar life personal feelings of
inertia happenings the listener
COMMUNICATION BARRIERS (P. 11)
LINGUISTIC NONVERBAL COMPETITION
different languages nonword messages the listener’s ability
spoken by the to do other things
speaker and listener rather than hear the
or use of a e.g. communication
vocabulary beyond gestures,
the comprehension body multitaski
of the listener language ng
01 We are aware that our intent to
communicate may result in only
BORDEN’s expressive behavior or information
gathering, respectively.
CONSTRUCT 02 Our cybernetic (self-concept) in one
culture can operate independently of
7 steps to be our cybernetic in another culture.
successful 03 We are competent in the languages
interculturally of other cultures.
(P. 12-13)
04 We are able to work within the
constraints of the human
communication system established by
the communication from other
cultures.
05 We are culturally literate in our own
and other cultures.
BORDEN’s We know the position of our culture
CONSTRUCT 06 and other cultures on the four
universal dimensions of values and
7 steps to be their interaction with the cultural
orientation model.
successful 07 We know the cultural orientation of
our culture and other cultures on the
interculturally associative–abstractive,
particularistic–universalistic, and
(P. 12-13) closed-minded/open-minded
dimensions and can use it as the first
approximation of the cognitive style
of the communicants
MULTINATIONAL MANAGEMENT
ORIENTATIONS (P. 14)
DOMESTIC GLOBAL MIND-
MIND-SET SET
functional expertise bigger, broader picture
prioritization balance of contradictions
structure process
individual responsibility teamwork and diversity
no surprises change as opportunity
trained against surprises openness to surprises
MULTINATIONAL MANAGEMENT
ORIENTATIONS (P. 13-15)
melting
all -pot
ETHNOCENTRIC workers effect POLYCENTRIC
same
MANAGEMENT treatme MANAGEMENT
does not account for cultural nt consider the culture of the
differences in the workforce country in which the firm is
located
REGIOCENTRIC GEOCENTRIC
MANAGEMENT one MANAGEMENT
considers the region rather country the synergy of ideas from
than the country in which the multiple different countries of operation
firm is located cultures
THANK
S!
