COMMUNICATION

AND CULTURE
(Focused on the aspects of intercultural
communication)
Learning outcomes
 At the end of these modules, students should be able
to:
 Differentiate communication in high-context and
low-context cultures;
 Analyze Filipino communicative behaviors;

 Analyze verbal and nonverbal codes in different

intercultural communication situations;
 Discuss how issues in and barriers to effective
intercultural communication can be addressed
through intercultural praxis; and
 Explain the concept of “third space” and its
importance in intercultural communicative settings.
Let’s try to answer these…

What is culture?
What constitutes culture?
Why is culture important?
What does culture look like?
What is the purpose of culture?
CULTURE
 is a shared set of practices and traditions that
characterize a society or group of people.
Culture can include clothing, food, traditions,
rituals, ceremonies, spiritual practices and
beliefs, language, family structure, and
communication styles.

 culture influences
who we are, just like
our parents and
personalities.
Communication and culture
 10 CULTURAL CHARACTERISTICS (Harris, Moran & Moran,
2004) as cited in Colbert, P.J., 2010
A sense of self and space
 Dress and appearance
 Food and feeding habits
 Time and time consciousness
 Relationships
 Values and norms defined by cultural needs
 Beliefs and attitudes
 Mental processing and learning defined by how people
organize and process information
 Work habits and practices
 Communication and language
Communication and culture
 Culture influences communication because
communication is shaped by deeply held
cultural values and beliefs.
 The way we communicate and the meanings
we make are defined by cultural norms.
Cultural differences in communication

 When we communicate, we bring into it a

cultural understanding of the concepts of
time, space, and context that will shape the
meanings embedded in our messages even
as the process of communication (in turn)
shapes our understanding of these three
concepts.
 The importance of context in messaging and
interaction is defined by cultural
orientations.
Cultural differences in communication

 High-context communication - is indirect

rather than explicit. It assumes that the people
who are interacting are familiar with each other
and the communication situation, and can rely
on implicit and nonverbal cues to communicate
with and under- stand each other.
 Low-context communication - is explicit and
detailed. More of the information in a message
is spelled out and defined. Direct or explicit
verbal messages are valued more than the non-
verbal.
VERBAL COMMUNICATION

 Verbal communication refers to the reception,

storage, retrieval, manipulation, and generation
of linguistic symbols.
 Communicative misunderstanding, which is
defined as “a potential breakdown point in
conversation, or at least a kind of
communicative turbulence” by Mauranen (2006,
p. 128), is usually perceived as a problem in
verbal communication and more specifically, in
the interpretation of what is said by one or the
other party.
VERBAL COMMUNICATION

 Mismatch between the speaker’s

meaning and the hearer’s interpretation
is attributed by Hua (2014) to two
factors:
 inadequate linguistic proficiency and,
 pragmatic mismatch which results in
pragmatic failure.
 VERBAL COMMUNICATION
meanings are conveyed using explicit
verbal codes. The speaker expresses
Low-context her/ himself in direct, detailed, and
clear language without having any
preconception about the audience.
uses implicit verbal codes. People talk
less and meanings are between the
High-context lines or in what is not said. In this
verbal
communication
context, direct speech is considered
styles inappropriate and may offend certain
cultural sensibilities.
 VERBAL COMMUNICATION

expresses true intentions, ideas, and

Direct
needs in an outright manner.

which is characterized by restraint in

expressing opposition and use of
Indirect verbal figurative speech to get the
communication message across. In indirect
styles communication a series of
statements is used to layer
intention.
 VERBAL COMMUNICATION

is assertive and not shy about

Self-enhancing stating her/his abilities and
accomplishments.

Self-effacing employs verbal restraint and modest

verbal talk. S/He speaks with detectable
communication hesitation when asked to talk about
styles personal achievements.
 VERBAL COMMUNICATION

characterized by use of expressive

Elaborate
and animated language.

Understated
verbal makes considerable use of silence
communication and understatement.
styles
 Non-verbal communication
 Nonverbal communication has at least five basic functions
(Samovar et al., 2013; Matsamuto & Hwang, 2012):

1) To express internal states — i.e. to signal emotions, attitudes,

and physiological and other mental states;
2) To construct identities as physical appearance, comportment,
and even clothing oftentimes serve as basis for judging people;
3) To regulate interaction — for example, nodding to indicate
agreement;
4) To repeat the message — i.e. using gestures to emphasize a
point; and
5) To substitute for words as when we refer to an object by
pointing our lips to a specific direction or when we fall silent to
signify discomfort.
 Non-verbal codes
is the most externally obvious code of nonverbal
behavior. It may indicate age, gender, nationality,
ethnicity, education, economic status, lifestyle, and
attitude. Appearance also carries certain universal
Appearance elements. Across cultures, appearance is the basis for
judging beauty, and different cultural groups decorate
their body with various adornments (e.g. tattoos). How
we perceive the other’s physical appearance influences
our actions towards them.

the use of interpersonal space and

distance in communication. Cultures
Proxemics differ in their use of personal space,
concept of territory, and the meanings
assigned to proxemic behavior.
proxemics

 Edward Hall believed most spatial

interpretation is outside of awareness
 Proxemics – study of people’s use of space as
a special elaboration of culture
 Proxemic zones of Americans
 Intimate distance (0 to 18 inches)
 Personal distance (18 inches to 4 feet)
 Social distance (4 to 12 feet)
 Public distance (12+ feet)
proxemics
 Non-verbal codes

the study of meanings, usage, and

communication of time. Different
Chronemics cultures have different concepts of time
manifested in terms of punctuality and
pace.
which includes posture, gestures, and facial expressions,
differs from culture to culture. Gestures are hand
movements used to signal speech and to convey verbal
meanings. Gestures differ dramatically in meaning,
Kinesics extensiveness, and intensity. With regard to facial
expressions, there are three types of face that should be
taken into account: our assigned face, our regulated
face, and our reflexive face.
Facial expression
Gestures and body language
Gestures and body language
 Non-verbal codes

Also called tactile communication, haptics varies

in amount, location, type, and public or private
manifestation. Haptics or touch communicates
Haptics specific emotions like anger, fear, disgust, love,
gratitude, and sympathy (Matsumoto & Hwang,
2012).

the study of messages sent by the eyes, including eye contact,

blinks, eye movements, and pupil dilation (Samovar et al.,
2012). Eye contact and gaze serve a number of functions like
Oculesics expression of thought, monitoring of feedback, indication of
attention, and regulation of conversation. There are cultures that
value direct eye contact while others practice nominal eye
contact.
 Non-verbal codes

refers to the nonverbal elements of

Vocalics or
the voice, or the tone of the human
Paralanguage
voice (Samovar et al., 2013).

the study of interpersonal communication

via smell. Olfactics are cultural in two
ways: first, certain smells are connected to
Olfactics diet, bodily rituals, and geography; and
second, the ability to smell and give
valence to certain types of smell are also
culturally conditioned.
 Non-verbal codes

a mere background of speech, silence is

a complex and powerful element of
human interaction that is culturally
Silence
determined and which communicates
certain aspects of a culture (Nakane,
2007).
Filipino communicative behavior
 Jose Lacson from the UP College of Mass
Communication coined the term Filipino
Communicative Behavior (FCB) in 2005 to refer
to “concepts of awareness, knowledge, attitude,
values, beliefs, opinions, tendencies,
predispositions, practices and perceptions
relating to communication behavior of Filipinos”

 mindsets are pre-determinants to

communicative behavior and stem from a
people’s traditions, values and belief systems,
and the shared experience of a social and
natural environment.
Filipino communicative behavior

 MINDSETS RELEVANT TO FCB by Lacson

 Deprivation– Deservation Syndrome
 The Kulang sa Pansin

 Convenience Approach to Living On

 Sense of Humor

 The Concept of Accountability

Melba Maggay’s Pahiwatig: Kagawiang pangkomunikasyon ng Filipino
published in 2002
(indigenous Filipino ways of interpersonal communication)

TUWIRAN (DIRECT) DI-TUWIRAN (INDIRECT)

Pagbubunyag Pagpapahiwatig
Paglalantad ng sarili Tagapamagitan
Tuwirang pagsasagutan Pagpapakitang-tao
Pagsisiwalat ng mga
pansariling impormasyon
Pakikipag-sosyalan
Pagbibigay ng balita
Katutubong retorika
Melba Maggay’s Pahiwatig: Kagawiang pangkomunikasyon ng Filipino
published in 2002
(indigenous Filipino ways of interpersonal communication)

1. Pagpapahiwatig — getting a message across

in an indirect manner, especially when the
message is sensitive, embarrassing, or
potentially offensive. Pahiwatig could be verbal
(parinig or padaplis), non-verbal (use of silence
or other non-verbal codes, like squinting of the
eyes, raising of the eyebrows, etc.), or a
combination of the two (as can be observed in
paglalambing and pagtatampo).
Melba Maggay’s Pahiwatig: Kagawiang pangkomunikasyon ng Filipino
published in 2002
(indigenous Filipino ways of interpersonal communication)

2. Mensaheng may tagapamagitan — communication

through a third party who serves as a bridge, in order to
avoid conflict. Related concepts are pahatid, parating,
pasabi, pabilin, and paabot.

3. Pagbubunyag — bringing what is inside out to

someone (panloob to panlabas). Related words include
ipagtapat (disclosing to a trusted person), ihinga
(disclosing anxieties, secrets, and other internal
discomfort for relief), ilabas (revealing information to
the public or the authority), and ilahad (reporting an
organized narrative to another who is not necessarily a
confidant).
Melba Maggay’s Pahiwatig: Kagawiang pangkomunikasyon ng Filipino
published in 2002
(indigenous Filipino ways of interpersonal communication)

4. Pagpapakitang-giliw — putting on a pleasant

and gracious demeanor to create a good
impression (pabalat-bunga, pakitang-tao,
palabas, and dating).

5. Paglalantad ng sarili — showing off or

displaying haughtiness when presenting oneself
(pakitang-gilas, porma, garbo, bongga, bidahan)
or relating to others (bola). Often this be-
havior elicits derision from other Filipinos.
Melba Maggay’s Pahiwatig: Kagawiang pangkomunikasyon ng Filipino
published in 2002
(indigenous Filipino ways of interpersonal communication)

6. Tuwirang pagsasagutan — argumentation in

formal and public events (balitaktakan, pag-
tatalo, taltalan, talastasan). Although this
communication practice is confrontational,
speak- ers are still careful with their word
choice, the flow of conversation is laden with
detours and segues, and direct disagreements
are prefaced with apologetic disclaimers.
Melba Maggay’s Pahiwatig: Kagawiang pangkomunikasyon ng Filipino
published in 2002
(indigenous Filipino ways of interpersonal communication)

7. Pagsisiwalat ng mga pansariling

impormasyon — revelation of private
information to the public, reflecting lack of the
concept of privacy and a blurring of the line
that separates in- formation for a trusted circle
(pang-atin) and for the public (pang-kanila).
Related concepts include ipangalandakan,
itsismis, ibandila, ipagladlaran, and
ipagbukambibig.
Melba Maggay’s Pahiwatig: Kagawiang pangkomunikasyon ng Filipino
published in 2002
(indigenous Filipino ways of interpersonal communication)

8. Pakikipag-sosyalan — engaging in social

interaction, group conversation, and intimate
conversations, such as kwentuhan, huntahan,
daldalan, and dakdakdan.

9. Pagbibigay ng balita reported or announcing news

— This includes ipahayag, ibalita, ipaalam, ipaabot,
ipatalastas, and magbigay ng babala.

10. Katutubong retorika — indigenous rhetorical

forms or discourses, such as balagtasan, balitaw,
putungan, ambahan, oggayam and bugtungan.
Intercultural conflicts caused by
verbal/Non-Verbal Communication
 Anxiety
 Assuming similarity instead of difference
 Ethnocentrism
 Stereotyping
 Prejudice/prejudgment
 Discrimination
Overcoming the Barriers to
Intercultural Communication
 Inquiry
 Framing
 Positioning
 Dialogue
 Reflection
 Action