Chapter 3

LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTING

Communication is often defined as the sharing of information, ideas, and messages

between two or more people. The primary goal, of course, of communication, is to understand
the information being conveyed or shared and at the same time, also to be understood. One of
the ways successful communication can be achieved is to have the involved parties share a

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mutual knowledge of how the signs and symbols used in communication come together to
create meaning. However, communication is not as simple as sending and receiving messages

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as it may involve interaction between people that come from different backgrounds and
cultures. More often than not, how people impart and understand a message would depend on
how they derive or inject meaning into what is being said (or not said). People read into

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information based on their knowledge of it, and their knowledge is ultimately shaped by the
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culture and environment they are in. It is important to understand that what is defined as
appropriate in terms of communication can differ from person to person or from culture to
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culture. Communicating in a culturally appropriate way would require finding ways to impart and
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receive messages with respect to the cultural differences between individuals involved in the
communication process. Therefore, to be able to communicate effectively in the local and
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global setting, one must be able to understand that there are internal and external differences
one must take into consideration before diving into the process of communication.
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LEARNING OUTCOMES
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At the end of this lesson, the students shall have been able to:
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1. define and discuss cultural diversity;

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2. discuss and define what intercultural communication is;

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3. identify ways culture can determine how information is processed;

4. compare and contrast communication in the local and global setting; and,

5. identify effective ways of communicating within the influences of individual cultures.

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 MOTIVATION

What does cross-cultural interaction look like? Look at the image

below and analyze it carefully.

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INPUT
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Effective communication is important in any interaction one gets involved in. In theory,
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effective communication is as simple as sending a message to a receiver, the receiver

decoding the message and understanding it and ideally, getting a response from that said
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receiver. However, effective communication is not as simple as it theoretically sounds. In fact,

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effective communication involves a complex understanding of how symbols and signs are
presented based on the cultures and environment of the communicators.

Look at how one communicates within the boundaries of his/her home. Despite speaking
the same language and coming from the same background and culture, members of a family
still experience miscommunication due, most likely, to differences in age, gender, and
personality or the context with which the message is interpreted.

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 Now, take that same situation and place it in a global context. Imagine one’s self-
interacting with people from different backgrounds, cultures, and languages. The opportunity
for miscommunication becomes more apparent the bigger the difference is between the
communicators’ language and culture.

What is culture?

Culture is often defined as the learned patterns and attitudes shared by a group of people
(Martin & Nakayama, 2010). According to Geert Hofstede (1984), a noted social psychologist,
culture is "the programming of the mind." He said:

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Every person carries within him or herself patterns of thinking, feeling, and
potential acting which were learned throughout [his or her] lifetime. Much of

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[these patterns are] acquired in early childhood, because at that time a person is
most susceptible to learning and assimilating.

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Hofstede (1984) described how patterns are learned and developed through one’s day to
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day interactions with his surroundings - with his family, community, school, work, and so on
(Martin & Nakayama, 2010). Culture shapes one’s perceptions and ideas, which in turn, would
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also shape how one interacts, gives meaning to and draws meanings from the signs, symbols,
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and messages he or she may encounter every day.

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What is Intercultural Communication?

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The differences of cultures and backgrounds affect communication. In fact, culture

becomes a significant determiner of how people approach any form of communication. One’s
environment can significantly change his or her perception about certain issues in the society
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which in turn would also determine how he or she would communicate the ideas he or she may
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want to tackle.
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In addition, people from different backgrounds often encounter difficulties in processing

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meanings and understanding messages due to the difficulties in understanding certain factors
of communication such as language, context, and meaning. Communication problems often
occur when there is a lack of understanding about how certain cultures "work."

Ultimately, the only way to lessen miscommunication in an intercultural context is to

understand that no two individuals are alike and that every person comes from a background
that may be different from one another. It is only by observing and learning the cultures of other
people that one can possibly lessen the gap created by cultural differences.

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High-Context Cultures and Low-Context Cultures

One framework for understanding intercultural communication is the concept of high and
low context cultures. This concept refers to the values cultures place upon direct and indirect
communication (Neese, 2016).

According to scholars, high-context and low- context cultures rely on the verbal and non-
verbal cues present in the interaction to draw meaning from the message. High-context
cultures take into account the background information of the sender and receiver when
comprehending messages.

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Asian, African, Arab, central European and Latin American cultures are generally
considered to be high-context cultures. For these cultures, they tend to put a premium on the

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relationships they have with the people they interact with. Productivity would depend on how
these relationships work within and among the members of the group. Nonverbal cues are very
important and more often control how the message is understood more than the verbal cues,

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which may be more indirect than direct (Halverson & Tirmizi, 2008).
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On the other hand, western cultures with European roots, such as the United States and
Australia, are generally considered to be low-context cultures (Neese, 2016). Contrary to high-
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context cultures, low-context cultures prefer direct over indirect communication. They may not
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put too much value on the non-verbal cues present in the communication. Relationships do not
seem to play a significant role in the communication process. Ideas and information are sent
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and received explicitly (Halverson & Tirmizi, 2008).

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Cultural differences shape how people interact and communicate with one other.
According to Carol Kinsey Goman (2011), people in Japan, a high-context culture, would rather
communicate face-to-face than over electronic devices, which are often preferred by people in
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highly-industrialized countries such as the US, UK, Germany, etc., which are considered low-
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context cultures. This is because the Japanese place more value on the relationships they
create and establish through communication.
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The United States can be considered as an individualistic culture (low-context) which

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emphasizes individual goals, whereas, Japan can be seen as a collectivist culture (high-
context) wherein a person defines himself based on his relationship with others (Spring, 2000).

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 Read some examples of Intercultural Communication below.

1. In Japan, for a period, the sale of Pampers diapers was not particularly promising.
After a thorough study, it was discovered that the reason for the low sale of the
Pampers diapers was based on the importance the Japanese put on gender
differences. The result was the introduction of pink diapers for girls and blue
diapers for boys.
2. The American cowboy used in the ads of cigarette brand Marlboro is often seen as
an effective symbol in most countries, except in Argentina where their concept of
a cowboy is often seen as a lower-class worker.

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The Intersection of Cultures: Multicultural Education in the United States and the
Global Economy (Joel Spring, 2000)

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There are often misinterpretations of messages that are sent between cultures. Most

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times, these misinterpretations are a result of differences in cultural values (Spring, 2000).

Potential Areas for Misinterpretation in Intercultural Communication

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According to AJ Schuler (2003), miscommunication in a cross-cultural setting can be

minimized if one is aware of the different areas wherein misinterpretation can occur. He came
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up with a list of potential hot spots in intercultural communication which more often than not,
have become areas for miscommunication. Looking into these areas and studying them before
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interacting with people from other cultures can greatly help lessen the obstacles one would
need to navigate in the communication process.
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1. Opening and closing conversations

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Different cultures have different ways of going about addressing someone in terms of
whom should be addressed first, how they should be addressed and when they can be
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addressed. Who speaks first or who closes the conversation can also differ from one culture to
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another. In some situations, addressing someone in a manner that is not common in a

particular culture can often be seen as rude and disrespectful.

2. Taking turns during conversations

There are appropriate ways of interacting with other people in all cultures. In some, turn-
taking is often welcomed whereas, in other cultures, listening and reserving comment after the
conversation is preferred. Other cultures believe that giving an immediate response can be
seen as a challenge or humiliation.

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3. Interrupting

In some culture, interruption during a conversation can be acceptable especially when it is

within the context of the interaction. However, in other cultures interrupting in the middle of a
conversation, regardless of the point being made, can be viewed as impolite.

4. Using silence

The use of silence and the amount of silence in communication can be interpreted in
many ways depending on the culture in which one is interacting. In some cases, silence before
a response to a conversation would give the impression of thoughtfulness and consideration to

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the first speaker. On the other hand, silence can also come off as a sign of hostility or
indifference to others.

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5. Using appropriate topics of conversation

Appropriateness of topics could largely depend on the situation one is in, and the culture

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one belongs to. In some cultures, talking about money can be seen as unethical and
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embarrassing. In other cultures, however, one can easily talk and ask about how much a
person earns. In Asian cultures, talking about family issues with those who are not part of the
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family can be construed as inappropriate. Many Asian cultures protect family issues fiercely.
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Appropriateness of topics to discuss is not only determined by where one is from but also by
their religion, educational background, etc.
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6. Using humor
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In Western culture, humor is often used as an icebreaker in communication to help

establish rapport with others. In some ways, humor is used to make an atmosphere less stifling
and more relaxed. In other cultures and situations, however, using humor in a conversation
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may seem disrespectful.

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7. Knowing how much to say

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Knowing how much to say and when to say it can also determine the success of
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communication. Many people from Western cultures prefer communicating in a straight-to-the-

point manner; whereas, those from Asian cultures are less confrontational, thereby utilizing a
more indirect approach in discussing certain matters.

8. Sequencing elements during a conversation

When to say things is as important as what one says and how one says things. A speaker
should always consider the timing in which he or she should introduce a topic, negotiate, or ask
for directions. Often, people struggle about when they should change direction in terms of the
conversation or how far into the conversation would it be appropriate to ask questions.

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 It is important to note, however, that culture being mentioned here is not merely limited to
geographics. Cultural differences may also be determined by gender, age, religion, education,
position, political affiliations, and so on. For example, some religions would strongly define the
roles of men and women within the society which would, in turn, dictate how they interact with
people of the opposite sex.

Intercultural communication is an ever-evolving process. As cultures continue to grow,

morph, adapt and interact with each other, how people communicate will continue to change
over time. As technology and travel continue to make access to the rest of the world easier and
more convenient, it is important to understand that differences in culture should be studied to
allow for better communication and interaction among the members of the global community.

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No culture is better than the other, and no culture is perfect. It is only when people understand
this that they can learn to adapt and interact with one another in a harmonious level.

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COMPREHENSION QUESTIONS

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1. How would you define intercultural communication?

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2. How can culture affect the way people communicate with each other?
3. Compare the differences in communication between high-context cultures and low-
context cultures.
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4. How can one avoid or lessen opportunities for miscommunication in a multicultural level?
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