II.

INTERCULTURAL SENSITIVITIES

Many businesses today operate on a global scale. Therefore if communication is to be effective, it is

important to be aware of cultural differences, and to be sensitive to them.
What is culture? Culture is a shared system of beliefs, attitudes, values, expectations and norms of
behaviour. Members of a culture have similar beliefs and theories on how people should behave,
think and communicate, and they all tend to act on those beliefs in much the same way. From group
to group, cultures differ extensively. When you communicate with someone from a different culture,
you do so using the theories and beliefs of your own culture. However, when your audience receives
your message, they do so based on the assumptions of their own culture. As a result of basic cultural
differences, misunderstandings could easily occur, and often do.

Remember
You can improve your cross-cultural communication skills by recognising
cultural differences, by being willing to accept that other people have
different beliefs and assumptions, by being open-minded enough to know
that not everyone has the same standards and theories as you, and by
constantly making an effort to improve your intercultural communication
skills.

Acknowledging cultural differences Many people assume that other people’s attitudes and lives are
like our own, but this is not so. Your aim should be to try to treat people not in the way you wish to
be treated, but rather treat them the way they want to be treated. If you are to communicate
effectively across cultures, you must not judge other people by your own standards. It is essential to
retain an open mind, and remember that our own cultural background is not necessarily superior to
anyone else’s.
Ethnocentric (The belief that one’s own cultural background is superior to all others is known as
ethnocentrism. This creates a barrier to effective communication because the mind remains closed to
new information.) Ethnocentric people tend to form pre-conceived judgements of different cultures
based on one experience, or based on limited evidence. Perhaps they tend to take stereotyping a little
too far and don’t keep an open mind so they cannot move beyond a certain stage. For example, when
talking to Slavia Horsky, instead of looking at her as a special human being with unique qualities,
ethnocentric people believe they are simply talking to ‘an Israeli’. Perhaps they believe that all
Israelis are Jews who are outspoken, crude, demanding and aggressive, simply because of pre-
conceptions and maybe limited previous experience. Therefore, despite Slavia’s many unique
personal qualities, the ethnocentric person cannot see beyond their fixed ideas, even when those ideas
are wrong, so their mind remains closed. If you want to avoid ethnocentrism, you should:

• Recognise differences. Accept and acknowledge that there are distinctions between your own
cultures and those of other people.

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•Avoid assumptions. Bear in mind that others may not act in the same way as you, nor will they have
the same fundamental theories or beliefs.
• Do not pre-judge. If people act differently to you, do not automatically assume that they are wrong,
that their way is unacceptable, or that your cultures and customs are more superior to theirs.

CHECKLIST FOR COMMUNICATING EFFECTIVELY ACROSS CULTURES

Today’s culturally diverse workforce is made up of people from different countries, ethnic
backgrounds, races, religion and family structure. If you are to communicate effectively with all
these different people, it is important to keep an open mind and try to learn as much as possible about
their various cultures.
If you are to communicate effectively in a culturally diverse workforce, here is a checklist of points
to remember. If you follow these tips you will be able to communicate with anyone from any culture.
1 Show respect. Learn how respect is communicated in different cultures (gestures, eye contact,
symbols, signs, etc.).
2 Show empathy. Put yourself in the shoes of the recipient and imagine their feelings and their point
of view.
3 Do not pre-judge. Accept differences without judging, and learn to listen.
4 Be open-minded. Accept that you may have to change your habits or mindset when
communicating across cultures.
5 Avoid distractions. Do not be distracted by things like appearance or dress.
6 Be patient. Sometimes persistence will be necessary when communicating with someone from a
different culture.
7 Look for similarities. Try to find common ground, parallels, connections.
8 Send clear messages. Make sure all your written as well as your verbal and nonverbal
communications are quite clear, reliable and consistent.
9 Recognise your prejudices. Learn to appreciate and accept when your theories and beliefs are
different from other people’s.
10 Treat people as individuals. Do not treat one person as being a stereotype of a particular group,
but rather as a unique human being with individual qualities and attributes.

SEVEN STEPS TO EFFECTIVE COMMUNICATION

Communication, whether oral or written, is all about understanding. Your aim should be to
communicate your message successfully so that it is received as you intended, without any
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misunderstanding. You can achieve effective communication by having a through knowledge of the
communication cycle, by being aware of the barriers that exist, and by following this seven-step
process:
Step 1: What and why? Your first step is to consider what is the objective of your communication
and why you have to communicate the message. Are you aiming to give information, to persuade, to
request, to inform?
Step 2: Select channel The next step is to consider what channel (or means) of communication would
be appropriate. Consider the relationship between the sender and the recipient, as well as the
recipient’s background knowledge, culture and experience.
Step 3: Select encoding technique Encoding is choosing the manner in which we send our message.
For example, the language you choose, an angry or soft voice, harsh tone or courteous tone. Consider
why the communication is happening. Is it urgent, serious, dangerous, emotive, informative?
Step 4: Consider barriers You must consider all possible barriers that may influence the recipient’s
understanding of the message. Is the communication likely to achieve the desired aims in the given
circumstances? If the barriers are likely to interfere with the recipient’s understanding, you may need
to return to step 1 or 2 and think again.
Step 5: Send message Having considered all these aspects, you may now send your message.
Step 6: Check for understanding After sending the message, it is important to check whether the
recipient has understood the message as you intended.
Step 7: Obtain feedback from recipient The final stage is essential – you must obtain feedback from
the recipient so that you know if your communication has been effective. If the message is not
understood, rather than blame the recipient, ask yourself why the communication failed and how it
could have been improved in order to be effective. Some questions you might ask are:
• Did your expressions or language create confusion or misunderstanding?
•Was your timing poor?
•Was your message too long so that the main points were lost?
•Were your tone and manner appropriate?
• Did you not structure the message logically?

Exercises: Directions to a workplace

3
1 Discuss with a partner. When you need directions, do you:

 use the satnav in your car?

 use a map?
 use your phone?
 ask someone for directions?

2 Read the email. Answer the questions.

1 Why does Yuki Okita write to Mr Castaño?

2 Is this Mr Castaño’s first visit to the power station?
3 Which places does she give directions to?

Dear Mr Castano,
I am writing to confirm your visit to the power station this Thursday, the
3rd. Here are the instructions for when you get there. 3 Which
verbs in
When you drive into the complex, don’t go straight to the plant. Turn right and the email
follow the signs to the visitor’s car park. If the barrier is down, key in the pin mean the
code 4778 into the keypad. Use the call button to call security if the pin code same as:
doesn’t work. Drive to the end of the car park and park in area C. 1 go
right
Reception is in building C. If you face the building, the door is on the far left.
2 type
Press the button on the intercom. The receptionist will buzz you in. When you
3 push
hear the buzzer, open the door and follow the blue arrows to reception. Give
the receptionist your name and sign in. Pick up your visitor’s pass and wait for 4 say
me. your name
5 unlock
I am looking the door
electronicall
forward to your y
visit. Best regards, 6 write
your
Yuki Okita signature
7 collect

4 Choose the correct definition for the underlined word in each phrase.

1 When you drive into the complex …

a very difficult b a group of buildings
2 Don’t go straight to the plant.
a vegetable b factory
3 If the barrier is down …
a something that stops you from b a limit or standard
Entering
4 … key in the pin code.
a a number you use to gain access b a sharp metal stick

4
5 … into the keypad
a something that opens a lock b something with numbers
that you press
6 Use the call button
a something that holds your shirt b something you use if you
together want to contact someone
7 Press the button on the intercom.
a a communication device b a safety alarm
8 Pick up your visitor’ s pas s ...
a an identification card you take b something you wear to
with you show you are a guest

5 Complete the sentences below with words and expressions from Exercises 3 and 4.

1 Press the to contact security.

2 Hello? I don’t have a key. Could you me ?
3 Danger! Please do not walk under the .
4 For fire safety, all visitors must .
5 We can use the
to make an announcement to all the employees.
6 When you arrive on the , you must follow the signs to find the correct building.

6. Work in pairs. Give directions to your place of work and explain what visitors must do
when they arrive.

7 Write an email giving directions and instructions to a visitor to your company.

to

5
Exercises: Making Arrangements

1 Who do you meet in your work? Do you normally arrange to meet by email? By phone?
Or in another way?

2 Read the emails between an architect and a project manager at a construction site.
They are arranging to meet. Number the emails in the correct order from 1 to 6.

A _____ B _____

Dear Amin Hi Amin

We are now completing the interior structure for No, sorry, I can’t meet Monday or
the new shopping mall at Creek Square. The work Tuesday. I have union meetings both
is going well. Would you like to visit the site later days that I can’t cancel. What about
this week? Wednesday the 8th?

C _____ D ______

That Sounds great. See you then. Dear Hong Q’ian

I’d love to, but I’m busy all this week. I am
free on Monday the 5th or Tuesday the
6th. Can you meet then?

E _____ F ______

Hi Hong Q’ian Yes, that suits me. So, to confirm, we’re

My schedule is really tight on Wednesday, but I
think I can reschedule my 1.00 meeting and come
in the afternoon. Is Wednesday afternoon any
good?
meeting on Wednesday the 8th in the
afternoon. Shall we say 1.30? I’ll meet
you at the main site office.

3 Read the emails again and answer these questions.

1 Why does Hong Q’ian invite Amin?
2 Why can’t Amin come this week? What does he suggest?
3 Why can’t Hong Q’ian meet on the 5th or the 6th ?
4 What do you think Amin means by My schedule is really tight …?
Is he able to change the time of his meeting on Wednesday?
5 What date and time do Amin and Hong Q’ian finally arrange to meet?

4 Write these phrases in the table.

6
 Do you want to … That would be great. I’m afraid I
can’t. So, that’s … How about … ?

Inviting

Declining
(politely)

Suggesting
a time

Accepting

Confirming

5 Look at the expressions in bold in the emails and write them in the table.

6 Complete the emails with phrases from the table. More than one answer may be
possible.

Dear Mina,
The site manager in charge of building the factory in Muscat is coming here next week.
1 2
to meet him? sometime on Thursday?

Dear Olga, Dear Mina,

5
Thank you for the invitation, but Yes, that _. So,
3 6
. I am free all day Wednesday at 2.00. See
4
Wednesday. you then.
2.00?

7 Work with a partner. Write and swap three emails.

1 Invite your partner to a meeting.

2 Decline politely and suggest another time.
3 Accept, and confirm the meeting.

8 Read your emails in Exercise 7 and evaluate your writing with this checklist.