INTRODUCTORY LECTURE

Understanding Cultures

The plan of today’s lecture

 why study intercultural communication;
 concept of culture;
 global, domestic and interpersonal diversity trends;
 concept of intercultural communication;
 fundamentals of intercultural communication competence;
 language and culture;
 cross-cultural analysis methodology and its interdisciplinary potential;
 mindful business skills.

Recommended Textbooks & Resources

1. Hofstede G., (1980). Culture’s Consequences: International Differences in
Work-Related Values, Beverly Hills, CA: Sage
2. Hall E.T., (1981). Beyond Culture: Perspective in Practice (2 nd. ed.),
Garden City, NY: Anchor/Doubleday
3. Ting-Toomey S., (1994) Communication across Cultures, Guilford Press
No.4
4. Trompenaars F., (2009). The Layers of Cultures. Retrieved from
http://www.culture/content/;cont04/html

We could start with the quiz designed to check your intercultural awareness.
Do the following quiz.

You are invited to a person’s house.
Which of the following may cause
1. China
offence?
2. Saudi You want to hire a car to tour the
aa) blowing your nose in public;
bb) refusing an offer of food;
cc) not taking your shoes off before entering the
house.
aa) yes, but you must take a test first;

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 country. bb) yes, but only if you are not a woman;
Arabia
Is this allowed? cc) no, tourists have to travel by camel.
You are planning to relax in a Finnish
aa) nothing;
3. Finland
sauna. bb) a toweling robe;
What should you wear? cc) a bath hat.
On a village tour, a local resident offers
aa) eat it: it is a dessert;
4. Cyprus
you a glyco. bb) ride it: it is a bicycle;
What should you do with it? cc) wear it: it is a national dress.
You would like to visit a mosque (a aa) yes, but you are to remove your shoes;
5.Morocco
national Muslim church). bb) yes;
Will you be allowed to go inside? cc) you may enter only if you are a Muslim.
You go out for a meal. aa) any amount: there no drinking laws;
6. Sweden
How many glasses of wine can you bb) two;
drink before driving back home? cc) none.
You want to taste the local cuisine. aa) restaurants are closed at 9 p.m., so you have
How late can you eat it? to finish your meal by this time;
7. Spain bb) Spanish restaurants stay open all night;
cc) you can eat very late, because Spaniards
often eat after 11 p.m.
You are peacefully drinking a can of aa) you are not allowed to drink alcohol in
beer in Central Park, but suddenly you Central Park;
8. USA are approached by the police. bb) you should use a glass or straw;
Why? cc) it is forbidden to drink alcohol in Central Park
unless the bottle or can is covered.
You suggest a piece of chewing gum to aa) chewing gum is forbidden by law;
9.Singapore
your tour guide, but he looks shocked. bb) tour guides are forbidden to accept gifts;
Why? cc) chewing gum is given to animals.
10. Japan Staying in a Japanese hotel you decide aa) stay too long;
to relax in traditional shared bath. bb) talk to other people there;
What mustn’t you do in a bath club? cc) shouldn’t wash yourself.

Keys: 1 a; 2 b; 3 a; 4 a ; 5 c ; 6 c; 7 c; 8 a; 9 a; 10 c.

Why study intercultural communication

At present, there are many practical reasons for studying intercultural

communication in Ukraine. We offer three reasons here: global diversity
trends, domestic diversity trends, and interpersonal learning
opportunities.
Global diversity trends. Workplace diversity on the global level
represents both opportunities and challenges to individuals and
organisations. Experts suggest that the following five cross-cultural
competences be developed worldwide:
(1) understanding political, cultural and business environment from a

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 global perspective;
(2) developing multicultural approaches to conducting business;
(3) being skillful at working with people from many cultures
simultaneously;
(4) adapting comfortably to living in different cultures;
(5) learning to interact with international colleagues as equals.
Successful business today depends on effective globalisation. Effective
globalisation, in part, depends on dealing with a diverse workforce.
Factors that contribute to the diversity of the workforce on the
international level include:
 development of regional trading blocs (the EU, the North American Free
trade Agreement etc.);
 communication technologies (the Internet);
 migrant worker and guest worker policies (Turkish migrant workers in
Germany; massive immigration from Syria, Afghanistan, Iraq to Europe
in 2015 etc.);
 expansion of global political, economic and military blocs (the EU, the
NATO) and Ukraine’s Euro-Atlantic aspirations.
According to a recent Workforce 2020 report, in the span of 15 years,
international trade grew by about 120% on the global level. Beyond
global business, increased numbers of individuals work in other areas
such as government service, humanitarian service, international
education etc.
Acquiring the knowledge and skills of intercultural communication is a
necessary for a global citizen of the 21st century.
Domestic diversity trends. The study of intercultural communication in
domestic Ukraine society is critical for several reasons.

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 First, national minority groups and forced migrators from the South-
Eastern regions to the central and western parts of Ukraine may
account for about 10% of the total new entrants into the workforce
nationwide.
 Second, human differences that are inborn (ethnicity, gender, age,
social class, physical abilities, sexual orientation etc.) may have an
important impact on our socialisation and lives.
 Third, mutable differences that we acquire and modify throughout our lives
(educational level, work experience, income etc.) make up another spectrum
of human variations.
Interpersonal learning opportunities. As we enter the 21 st century, direct
contacts with the representatives of other cultures are inescapable part
of life. In a global workplace, people can bring about stress because of
unfamiliar way of speaking, way of doing something, and the way of
nonverbal expression. They may appear to have a sense of different
time and space. For example cultural strangers may appear to approach
teamwork and problem-solving tasks differently. People may bring with
them different work habits and cultural practices.
However, it is through mindful intercultural communication we may uncover
our own diversity and «worthiness». In meeting and working with people who
are different from us we may have to open our minds, ears, eyes, and hearts
with more alertness and closer attention. As Hall concludes, «We learn more
from people who are different from us than from those who are similar to us».

What is culture

What do people have to discuss before getting married? What do

entrepreneurs have to be sure about before establishing a partnership? The
happiness of a family or success of a business depends on the people’s

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willingness to explore and understand differences and complexities with a lot
of patience, commitment and honesty. In other words, people should have
common values and share them.
We now turn to a discussion of the concepts of culture and intercultural
communication.
Culture is an enigma. It contains both concrete and abstract
components. This question has fascinated scholars in various
academic disciplines for many decades.
According to D’Andrade’s conceptualization of culture, we define
culture as a complex system that consists of patterns of traditions,
beliefs, values, norms, symbols and meanings that are shared to
varying degrees by interacting members of the society.
It is like an iceberg: the deeper layers (traditions, beliefs, values)
are hidden from our view; we only see and hear the upper layer of
cultural artifacts (art, music, fashion etc.) and verbal and nonverbal
symbols. However, to understand a culture deeply, we have to match its
underlying values accurately with the respective norms, meanings and
symbols. Furthermore, to understand commonalities between
individuals we have to dig deeper into the universal human needs (such
as safety, security, dignity, respect, control, connection, and a sense of
well-being).
Culturally shared traditions can include myths, legends,
ceremonies, rituals, celebrations that are passed on from one
generation to the next.
Culturally shared beliefs refer to a set of fundamental assumptions
and convictions that people hold without question. These beliefs can
revolve around questions of human beings; the concept of time, space,
and reality; the existence of the supernatural being; and the meaning of

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life, death etc. Proposed answers to many of these questions can be
found in the major religions of the world such as Christianity, Islam,
Hinduism, and Buddhism.
Cultural values refer to a set of priorities that guide “good” or “bad”
behaviours, “desirable” or “undesirable” practices, “fair” or “unfair”
actions. Cultural values (e.g. individual competitiveness vs. group harmony)
can serve as the motivational bases for action, logic of behaviour, goals to be
achieved.
Cultural norms refer to set of collective expectations of proper or
improper behaviour in a given situation. They guide the algorithm (e.g.
appropriate sequence of activities) we and others should follow in a
particular situation (e.g. how to greet a professor, how to introduce
yourself to a stranger). While cultural beliefs and values are deep seated
and invisible, norms can be readily observed through behaviours.
Oftentimes, our ignorance of a different culture’s norms can produce
international clashes as people may not even notice that they violated
other culture’s norms and rules in a particular situation.
A symbol is a sign (a national flag), artifact (music, fashion), words,
gestures that reflects something meaningful. The meanings or
interpretations that we attach to the symbols may be both objective and
subjective. The example is the linguistic symbol «home». «Home» on the
objective level refers to «a family’s place for residence». On the subjective
level «home» can connote spirituality, belonging, identity, sacred place etc.
Oftentimes, we learn the values of a cultural community through the
acquisition of its linguistic symbols.

What is cultural identity

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Cultural identity is the identity or feeling of belonging to a group. It is
part of a person’s self-perception and is related to nationality, ethnicity,
religion, social class, generation, locality or any kind of social group
that has its own distinct culture.
All individuals are socialized within a larger cultural membership group.
No individual person develops a sense of self in a vacuum. Personal
identity is developed in conjunction with social identity and vice versa.
Both personal identity and social identity are acquired and developed
within the larger webs of culture. Regardless of whether we may or may
not be conscious of these identities, they influence our everyday
behavior in a generalized or particularized manner. The scholars
emphasize eight identity domains in influencing our everyday
interactions. Cultural identity, ethnic identity, gender identity, personal
identity are viewed as Primary identities, whereas role identity,
relationship identity, facework identity and interaction identity are
situational identities, that is changeable from one situation to the next.
Both primary and situational identities mutually influence one another.
For example, our gender identity influence our evaluations of how male
and female should or should not behave in a given situation. Both
language and nonverbal styles represent part of our interaction identity.
Taken together, these eight identity domains influence a person’s
behavior in a certain communication episode.

What is intercultural communication

Is there any difference between cultural / cross-cultural /intercultural

communication?
Culture nurtures our ethnocentric attitudes and behaviours. As cultural
beings, we are all ethnocentric to some degree. We often consider our own

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cultural practices as «more civilized and correct» than other cultural ways.
Cultural communication basically means the coordination between
culture and communication. As anthropologist Hall states, culture is
communication and communication is culture. Cultural communication
binds people together It serves as superglue that links the macro levels
(beliefs, values, norms, symbols) and micro levels (family, education,
media, government).
The term «cross-cultural» is used to refer to the communication
process that is comparative in nature (e.g. comparing conflict styles in
cultures X, Y, and Z).
The term «intercultural» is used to refer to a communication process
between members of different cultural communities (e.g. business
negotiations between a Dutch importer and an Indonesian exporter).
To put it more succinctly, in intercultural communication, the degree of
difference that exists between individuals derives primarily from such group
membership factors as beliefs, values, and norms. However, in intercultural
business negotiations or intercultural romantic relationships, our first level of
concern is that we want our message to be understood, i.e. to establish a
high level of communication process. Intercultural communication is the
verbal and nonverbal interaction between people from different cultural
backgrounds. Broadly interpreted, intercultural communication can
refer to a symbolic exchange process between persons of different
cultures with the aim to create shared meanings between dissimilar
individuals in an interactive situation.

Intercultural Communication as an academic discipline

Intercultural communication as a human activity is ancient. Intercultural

communication as an academic discipline is relatively new. Global

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 communication, diplomacy, and business after World War II created a need
for practical frameworks of communication. The first steps in came from
Freudian psycho-analytical theory. Then the work of American anthropologist
Edward T. Hall revolutionized the field with the publication of The Silent
Language in 1959. The main elements of Hall’s paradigm for Intercultural
Communication were:
 systematic empirical study and the classification of nonverbal communication;
 emphasis on the out-of-conscious level of information exchange;
 a non-judgmental view and acceptance of cultural differences;
 methods of participatory training in Intercultural Communication.
The beginning of «Intercultural Communication» as an academic discipline
was for applied purposes rather than for theoretical skills. The first official
university class and workshop was offered at Pittsburgh University in late
1960s. After the 1980s intercultural communication became more developed,
as researchers developed theories and measurement scales to investigate
cross-cultural characteristics of different nations and cultures.
The discipline is based on the comparative studies in a wide range of areas,
such as anthropology, psychology, sociology, international management, and
linguistics.
Look through the following definitions of culture. What do you think of the
academic background of their authors? What is the focus of their studies?
 Culture is communication (E.T. Hall)
 Culture is the collective programming of the mind (Geert Hofstede)
 Culture is how things are done here (John Mole)
 All communication is more or less cross-cultural (Deborah Tannen)
 Culture is a kind of storehouse or library of possible meanings and symbols
(Ron Scollon)
Within each of these areas intercultural researchers have focused on

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the following issues: identity, intercultural communication competence,
and adaptation.
Intercultural communication and identity. Modern scholars propose
different types of identity, such as ethnic, sexual, gender, personal,
religious, political identity, social identity, cultural identity.
Adaptation. The process of cultural adaptation is of paramount concern
for researches, policy makers, communities, nations, and individuals.
Scholars have produced a rich body of work on how this process takes
place. In intercultural communication four strategies are of the most
attention: assimilation, separation, marginalization, and integration. The
choice of the strategy depends on the desire to maintain the native or
heritage culture, and the desire to adopt the dominant culture.
Assimilation is when a newcomer decreases the significance of their
original culture and attempts to identify with the new culture. Separation
is when the newcomer keeps the original culture and avoids interaction
with the new culture. Marginalization is when the newcomer shows little
interest in either culture. Integration is when the newcomer shows
interest not only in keeping their original culture but also in learning
new culture.
What cultural strategies can be chosen for Ukraine in 2018? What
strategies have to be avoided?

Intercultural Communication competence (ICC)

According to recent research, intercultural competence involves the

appropriate management of shared meanings and effective achievement of
desired goals. It has three major criteria: effectiveness, appropriateness, and
satisfaction. Appropriateness refers to the degree to which behaviours match
the expectations generated by the culture. Effectiveness refers to the

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 desirable outcomes of the communication in a given situation.
Intercultural competence can be affected by various factors. Cultural
sensitivity (motivation to accept and respect intercultural differences);
knowledge (information gained through learning cultures, personal
experiences, and observations); communication skills (observation, listening,
sensitivity, empathy, flexibility etc.)
Thus, Intercultural Communication competence refers to an integrative
theory-practice approach enabling us to mindfully apply the intercultural
knowledge which we have learned in a sensitive manner.
To be interculturally competent we have to transform our knowledge of
cultural theories into appropriate effective performance.
According to the Common European Framework of Reference for
Languages, the intercultural competence includes:
 ability to bring the culture of origin and the foreign culture into relation
with each other;
 ability to identify and use a variety of strategies for contact with those
from other cultures;
 capacity to fulfil the role of cultural intermediary between one’s own
culture and the foreign culture;
 ability to deal effectively with intercultural misunderstanding and
conflict situations;
 ability to overcome stereotyped situations.

Language and Culture

Where did language come from?

What about the pre-linguistic thought of babies? How can babies acquire
language without thought?
Since its inception in the 1920s and 1930s, the Sapir-Whorf hypothesis has

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 caused controversy in a variety of disciplines including linguistics, psychology,
philosophy, anthropology, and education.
Edward Sapir and Benjamin Lee Whorf brought attention to the
relationship between language, thought, and culture. Neither of them
formally wrote the hypothesis nor supported it with empirical evidence,
but through a thorough study of their writings about linguistics,
researchers have found two main ideas:
 a theory of linguistic determinism that states that the language you
speak determines the way that you will interpret the world around you;
 a theory of linguistic relativism that states that the language you speak
influences your thoughts about the real world.
Both Sapir and Whorf agreed that it is our culture that determines our
language, which in turn determines the way that we categorize our
thoughts about the world and our experiences in it.
For more than eighty years researchers have tried to design studies that will
support or refute this hypothesis.
The main problem with the hypothesis is that it requires a measurement of
human thought. Measuring thought and one’s world view is nearly impossible.
Another problem with the hypothesis is that languages and linguistic concepts
are highly translatable.
The problem still remains a mystery. Language can imprison us. It can also
set us free. But today researchers have found more proofs of the link
between a language and a culture. As Stella Ting-Toomey puts it, «language
is taken-for granted aspect of our cultural lives. We acquire meanings and
underlying values in symbolic world of the culture». While language can
easily create misunderstandings, it also fortunately can clarify them. Sensitive
language usage is a pivotal vehicle in reflecting our mindful attitudes in
communicating with dissimilar ones.

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 Each human language reflects a logical, coherent system which implies
patterns, rules, and structure. A language is an arbitrary, symbolic system
which names ideas, feelings, experiences, events, people, and other
phenomena developed by a particular speech community. (That is why
children in many cultures acquire speaking and comprehending skills first,
then reading and writing skills). All human languages are structured according
to the following sets of rules: phonology; morphology; syntax, semantics, and
pragmatics.
We shall consider the pragmatic rules of a language as they refer to the
situational rules that govern language usage in a particular culture. Pragmatic
concerns the rules of «how to say, what to say, to whom to say, and under
what situational conditions to say». Thus, a speech community is defined as
a group of individuals who share a common set of norms and rules regarding
proper communicative practices.

Cross-Cultural Analysis Methodology

We can identify a number of speech communities using different

communication styles which will be discussed later. In our introductory lecture
we have to outline the major dimensions of national cultures associated with
different communication styles – direct and indirect, person-oriented and
status-oriented, self-enhancement and self-effacement. Among the
societies with different cultural dimensions researches indicate:
 Low-context and High-context societies (Hall, 1976);
 Individualistic and Collectivistic societies (Hofstede, 1965);
 Masculine and Feminine societies (Hofstede, 1965);
 Societies with a Higher/Lower Degree of Power Distance Index
(Hofstede, 1965);

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 Societies with a Higher/Lower degree of Uncertainty Avoidance Index
(Hofstede, 1965);
 Attitude to Time: Linear, Flexible, Cyclical. (Trompenaars F., Hampden-
Turner C.1997).
Additionally, the scholars of KNEU note that the modern studies on
economics should be understood in the context of political, legal, information,
cultural and other components. They suggest that the systems of factor
analysis mentioned above be expanded through the introduction of
«economic culture/awareness/mentality». They consider social economic
attitudes to be the basic foundation of the individual’s economic behaviour. As
O. Rakhmanov puts it, the indicators of the economic culture may include: the
type of consumption; the character of employment in the appropriate sectors
of the national economy, and national attitudes to entrepreneurship.
Advances in communication and technology and socio-political changes
started transforming the modern workplace. Thus, modern cross-cultural
analysis methodology compares the systems of factors to examine the scope
of human behaviour in a large number of communities. Business communities
are among them.

What is Corporate Culture

Corporate culture refers to the values, beliefs and behaviours that

characterize the company and guide its practices. Elements of
corporate culture include a company’s physical environment, human
resources practices ant the staff itself. Corporate culture is reflected in
the degree of the emphasis placed on various defining elements such
as hierarchy, collaboration, competition, and social engagement.
A corporate culture that reflects a broader culture is usually more

14
successful than one that is at odds with it. For example, in current
global culture, which values transparency, accountability, equality and
communication, a secretive company with a strictly hierarchical
structure may have a public relations problems. Companies want to be
seen as good corporate citizens, with activities that are beneficial for
the community and society as a whole. Now they look at the issues of
their codes of ethics and codes of behaviour through the prism of the
cross-cultural analysis methodology.

Conclusion

The Ministry of Education and Science of Ukraine has approved a national

English for Specific Purposes (ESP) curriculum. It is a flexible document
which sets challenging tasks in terms of more effective intercultural
communication, better access to information and deeper mutual
understanding. The course «Intercultural Communications» is designed to
meet students’ diverse requirements for language proficiency levels in
professional environments worldwide. Under conditions of growing academic
mobility promoted by the Bologna process the course for Master’s students
opens up the opportunity for KNEU to join the European Higher Education
Area as a strong and equal partner sharing similar cultural values and norms.

References
1. The European Higher Education Area. Joint Declaration of the European
Ministers of Education (1999).
2. Програма з англійської мови для професійного спілкування. Колектив
авторів: Г.Є Бакаєва, О.А. Борисенко, І.І Зуєнок, В.О. Іваніщева, А.О.
Ходцева. – К.: Ленвіт, 2005.

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3. Adler N. 1995. Competitive frontiers: Cross-cultural management and the
21st century.
4. D’Andrade R. 1984. Cultural Meaning Systems. Cambridge, UK:
Cambridge University Press

Understanding Cultures
TASKS

Ex 2. Read the text, focusing on the following issues:

– the importance of intercultural communication in global world;
– the concept of culture and its components;
– the characteristics of different cultural phenomena;
 the qualities that make a person multicultural.
WHY STUDY INTERCULTURAL COMMUNICATION?
As we enter the 21st century, there is a growing urgency of understanding people
from diverse cultural and ethnic backgrounds. From interpersonal misunderstanding
to intercultural and ethnic conflicts, challenges exist within and between cultures.
With rapid changes in global economy, technology, transportation, the world is
becoming a small intersecting community. We find ourselves in increased contact
with people who are culturally different, working side by side with us. In order to
achieve effective communication we have to learn to manage cultural differences
flexibly and mindfully. As Stella Ting-Toomey puts it in her book "Communicating
across cultures", there are the following reasons for studying intercultural
communication: global diversity, domestic diversity, and interpersonal learning
opportunities. Getting to really know a dissimilar stranger helps us to glimpse into
another world – a range of unfamiliar experiences and a set of values unlike our own.
"Culture" is an elastic dynamic concept that is also a multidimensional
phenomenon. Stella Ting-Toomey defines culture is a complex system that consists of
traditional beliefs, values, norms, verbal (language) and nonverbal symbols and
meanings that are shared by interacting members of community. It is like an iceberg:
the deeper layers (traditions, beliefs, values) are hidden from our view; we only see
and hear the upper layer of cultural artifacts (art, music, fashion etc.) and verbal and
nonverbal symbols.
Cultural traditions can include myths, legends, ceremonies, rituals, celebrations
that are passed on from one generation to the next.

16
 Cultural beliefs refer to a set of fundamental assumptions that people hold
dearly without question (the concept of time, space, the meaning of life, death etc.).
Proposed answers to many of these questions can be found in the major religions of
the world such as Christianity, Islam, Hinduism, and Buddhism.
Cultural values refer to a set of priorities that guide "good" or "bad" behaviors,
"desirable" and "undesirable" practices, "fair" and "unfair" actions.
Cultural norms refer to a collective expectations of proper or improper behavior
in a given situation (e.g. how to greet a professor, how to introduce yourself to a
stranger).
A cultural symbol is a sign (a national flag), artifact (music, fashion), words,
gestures that reflects something meaningful.
To understand a culture, a military diplomat needs to know in depth all the
meanings of its core components as the modern concept of being a successful and
competitive person stem from the fundamental values of a given culture.
Before we discuss the qualities, a multicultural person needs to have, it is necessary
to explain the term.
A multiculturalist is someone who can easily adapt to living in a culture different
from his own, the sort of person that could be described as a citizen of the world, or a
member of the global community. There are four qualities you need to possess in
order to be a multiculturalist.
The first one is to be open-minded, which means not judge one culture as better
than another, or believe that the way things are done in your culture is the best or the
only way of doing things. In other words, you should not be in any way
"ethnocentric".
Second, you must be adaptable. To live successfully in another culture,
particularly in one that is very different from your own, you have to adapt to
differences: not only visible differences of food, climate, customs, but also to
invisible differences – the ways in which people of other cultures understand and
interpret the world and their different values.
Third, you need to be sensitive. That means being able to see things from the
other person’s point of view and being careful to avoid doing different things that
people of other culture might find offensive, even if in your culture such things are
quite usual.
Fourth, you need to be interested in other cultures, which is closely related to
the three qualities mentioned above. A multiculturalist is a person who has a genuine
interest in people of other cultures, who wants to learn their language, find out about

17
their country and its history, and develop a real understanding of their culture.
Perhaps, this quality describes a multicultural person the best.

Ex 3. Study the Vocabulary Notes and speak on the relevance of the problems
raised in the text to your professional performance using the new words and
expressions.
Vocabulary Notes
multicultural adj багатокультурний multicultural society Syn. multiethnic;
multiculturalism n багатокультурність;
multidimensional adj багатовимірний;
adapt v 1) пристосовуватися (to, for) The children are finding it difficult to adapt to
the new school; 2) адаптувати, спрощувати (be adapted for) Many
children buy books after they have been adapted for television; 3)
переробляти The car has been adapted to take unleaded gas adaptable
adj такий, що легко пристосовується; adaptability n
пристосовуваність;
diversity n розмаїтість, різноманіття;
community n 1) община, місцева громада community leaders; 2) місцевий
населений пункт, територія проживання community centre; 3) коло
людей, спільнота за інтересами business community ділові кола; the
scientific community науковий світ; 4) громадський community service
громадська робота (яка не оплачується);
open-minded adj 1) широких поглядів; 2) чуйний, сприйнятливий (до нових
ідей); 3) об’єктивний, неупереджений an open-minded opinion Syn.
unprejudiced, unbiased; open-mindedly adv 1) чуйно, з чуйністю; 2)
об’єктивно, неупереджено open-mindedness. 1) широта поглядів; 2)
сприйнятливість; 3) неупередженість, об’єктивність;
mindful adj уважний;
dissimilar adj несхожий, відмінний Syn. different;
judge v 1) бути суддею, арбітром (у суперечці, у змаганнях) to judge fairly,
impartially судити справедливо, неупереджено to judge harshly, sternly
суворо судити; 2) оцінювати, судити to judge by appearances судить за
зовнішністю to judge from the facts судити, спираючись на факти;
3) вважати, робити висновок We judge that she is the best candidate Ми
вважаємо, що вона найкращий кандидат Syn. infer, apprehend, think,

18
 consider, suppose; 4) критикувати, дорікати We shouldn't judge him
because of his accent Ми не повинні дорікати йому за акцент Syn.
blame , criticize, reproach judge n суддя;
different adj 1) інший, інакший, не такий The street has a different name now Phr
be different from sb/sth відрізнятися від когось, чогось; 2)
різноманітний, різний different people (things, goods, places,
questions, problems); differ v відрізнятися The new Kyiv greatly differs
from the old Kyiv difference n відмінність, різниця There is no (little,
some, a wide) difference between them; a difference in living conditions
(colour, temperature, meaning);
visible adj 1) видимий visible image видиме зображення Phr. visible to the naked eye
видимий неозброєним оком; 2) очевидний the trends became visible
виявилися приховані тенденції Syn. evident , obvious Ant. invisible
невидимий;
sensitive adj 1) чутливий, ніжний sensitive skin ніжна шкіра; sensitive to cold
чутливий до холоду Syn. delicate; 2) вразливий, чуйний Syn.
impressionable, susceptible, vulnerable; 3) уразливий Syn. touchy,
susceptible;
offensive adj 1) образливий, кривдний His actions were offensive to everyone Його
дії образили усіх Syn. abusive, insulting; 2) огидний, неприємний 3)
агресивний, наступальний Syn. aggressive;
interrupt v 1) переривати, раптово припиняти Do not let anything which has
passed today interrupt our friendship Не дозволяй тому, що трапилося
сьогодні, покласти край нашій дружбі Syn. cut; 2) перериватися,
робити паузу; 3) втручатися, заважати I could not bear being
interrupted in anything I was about Я не міг винести того, щоб мені
заважали у будь-якій справі, якою я збирався займатися Syn. hinder,
prevent;
genuine adj 1) істинний, справжній genuine signature справжній підпис Syn.
veritable, actual, authentic, real, true Ant. artificial, fake, imaginary,
spurious, forged; 2) щирий, відвертий He is a very great and genuine
personage Він – надзвичайна і щира людина Syn. frank, candid, sincere;
shake (shook, shaken) 1) vt трясти, качати, потрясти to shake one's head (smb’s
hand, a tree); He shook me by the shoulder. She was shaken by (at, with)
the news Phr. shake hands with smb потиснути руку комусь,

19
 привітатися; 2) vi труситися, тремтіти Her voice shook when she
began to speak. He was shaking with fright (cold, laughter);
handshaking n потискання руки;
gift n 1) подарунок, презент an extravagant, lavish gift щедрий подарунок
generous gift щедрий подарунок wedding gift весільний подарунок
Phr. Give, present a gift to дарувати подарунок Syn. present; 2)
здібність, обдарованість, талант − gift for languages;
misunderstanding n 1) неправильне розуміння, неправильне тлумачення to cause
lead to a misunderstanding призводити до неправильного розуміння
Syn. misconception, misinterpretation; 2) непорозуміння to clear up a
misunderstanding вирішити непорозуміння Syn. dissension,
disagreement 3. сварка Syn. tiff, quarrel.
Comprehension Check
Ex 4. Find in the text the English equivalents of the following words:
виклики (проблеми), міжкультурне спілкування (спілкування між
представниками різних культур), справлятися з культурними розбіжностями,
пристосовуватися, громадянин світу, глобальне суспільство, неупереджений,
судити (про), успішно, чутливий, з точки зору іншої людини, уникати,
образливий, мати тісний зв’язок, щира зацікавленість, сприяти виникненню
непорозуміння, тлумачити цінності, (не)видимі відмінності.

Ex 5. Make the following sentences complete.

1. A person who can easily … is a multiculturalist.
2. To be a multicultural person you need … .
3. Not to be "ethnocentric" you should be open-minded which means … .
4. Visible differences you have to adapt to living in another culture include … .
5. Being sensitive means … .
6. A multicultural person has a genuine interest … and wants to … .

Ex 6. Read and analyse the following critical incidents which happened

during some training courses abroad. What cultural factors might play a role in
these training situations? Use the vocabulary of the Comments to give your
arguments. Compare your answers to the Keys after the discussion.
Comments
irritating adj – дратівливий; ignore v – ігнорувати; consistently adv – постійно;
coincide with phr – співпадати з чимось; lose face phr – бути приниженим,

20
втратити гідність; imply v – позначати щось; guidelines n – правила.
one thing at a time phr – одне за іншим; make smth clear phr – надати пояснення
щодо, пояснити дещо; deal with urgent matter phr – займатися невідкладними
справами; give feedback directly phr – звертатися напряму; висловлювати свою
реакцію напряму.
1. In a training session in Dubai, some of the participants in an international
group left the room for about 15 minutes outside the normal break times. This
happened several times during the day, and the trainer found it irritating.
2. In a training session with the participants from various countries, a participant
from South Korea remained silent during the course but went up to the trainer during
breaks with questions. The trainer wondered why he didn’t ask questions in the
group.
3. At the beginning of a training session, the trainer made it clear that one of the
rules was that the participants should not use their mobile phones during the course.
She had even allowed long breaks so that, if necessary, they could deal with urgent
matters then. One participant consistently ignored the rule and answered calls during
the course. The trainer wondered what to do.
4. On a German train-the-trainer course, the trainer was taught that the feedback
should be given to the participants directly. This means that you first say what you
saw ("I noticed that you were looking at emails on your BlackBerry during the
course"), then what effect this had on you ("This made me feel that you were not
interested"), and then, what you would like the person to do ("I would ask you to
check your emails during the break").
He noticed that in international groups, participants from some cultures reacted
negatively to this method.
Keys (Ex. 6)

1. It turned out that the Arab colleagues were leaving the room to pray. Muslims are required to
pray five times a day, and the office building in Dubai has a special prayer room for this purpose. In
future the trainer would be advised to accept the situation and to plan the coffee breaks to coincide with
the prayer time.
2. The participants from South Korea feared that the trainer would lose face if he asked his
question in the group situation. Doing so could have implied that that the trainer had not explained
something well enough. The South Korean preferred to show the trainer respect by asking the
questions during the break.
3. A number of cultural factors play a role here. First, people in different cultures have different
attitude to rules. For some, rules are to be followed under all circumstances, while for others, they are
just guidelines to be observed or not, depending on the situation. The second point is connected with
attitudes to doing several things at the same time: whether this is accepted (polychronic cultures), or

21
whether doing one thing at a time is preferred (monochronic cultures). In polychronic cultures,
answering the phone call during the training could be quite acceptable. The trainer needs to talk to the
participant and come to an agreement with him.
4. This has to do with differences in communication style. While in some cultures direct
communication is valued, others prefer to be indirect. In Britain people often "wrap" negative
feedback in humour. Americans may use the "burger technique": placing a negative remark between
two positive ones. In some cultures, such as some Asian countries, you may not even speak to the
person concerned directly. Instead you may communicate through a third party.

Ex 7. Speak on the cultural traditions, beliefs, norms and symbols described in

the text. Do you agree that the mentioned above critical incidents should have been
treated more flexibly and mindfully?

Ex 8. Read the text and identify the cultural layers it describes (artifacts, traditions, beliefs,
values, norms, symbols).
The "Body Language" Among Europeans
(Oxford University research psychologist, Dr Peter Colett, examined some
of the differences in the "body language" among Europeans)
Dr Colett says that if we compare the way different Europeans nations use
gestures, they fall into three major groups. The Nordic nations belong to the first
group. These are the Swedes, Finns, Norwegians, and Danes. They use gestures very
little. The second group, which includes the British, Germans, Dutch and Belgians
use some gestures when they are excited, or want to communicate over long
distances, or insult each other. The third group use gestures a lot to emphasize what
they are saying or hold the other person’s attention. They are the Italians, Greeks,
French, Spanish, and Portuguese.
The distance that separates one person from another − "personal space" − also
varies between people of different nationalities. What is right for one nationality may
be uncomfortable for another. People stand close enough to touch each other easily in
such countries as France, Spain, Greece, and Italy. British zoologist, Desmond Morris
calls this the "elbow zone". In the countries of East Europe such as Hungary, Poland
and Romania people stand a "wrist zone", that is a little more distant. They are close
enough to touch wrists. But in the Scandinavian countries, in Britain, Belgium and
Germany people stand further away from each other − "the finger tips zone".

22
 Ex 9. Answer the following questions:
1. Which nationalities in Europe usually use a lot of gestures when they speak?
2. Which nationalities in Europe usually use very few gestures when they speak?
3. What is "personal space"?
4. Why does a North European move away from the person he is talking to?
5. What nationalities move closer to the person they are talking to? Why?
6. What nationalities stand a "wrist zone"?

Ex 10. Read the text and identify the cultural layers each extract describes
(artifacts, traditions, beliefs, values, norms, symbols). Discuss the peculiarities of
the language and tradition of communication in the different countries. Use the
vocabulary included into the Comments to discuss them.
Social customs in different countries
(A businessman is talking about social customs in different countries. He is giving
advice to a group of students how to behave abroad)
1. AUSTRALIA
Conversation. If you are ready to establish rapport by making "small talk"
before getting down to business, you will find that Australians tend to be direct and
will often expect you to speak your mind. Appropriate topics of conversation include
sports and tours you have taken while in Australia. If you choose to discuss politics or
religion, be ready to banter. Besides enjoying your strong opinion, bantering is also
considered a form of entertainment.
Punctuality. Punctuality is both respected and a basic social norm. If you are
late, this fact will reflect negatively on you and your organization.
Public manners. When riding in a taxi in Australia, you will be expected to sit in
the front passenger seat rather than in the back seat. A warning: the popular American
"thumbs up" sign is considered to be an obscene gesture in Australia. Business dress
is generally conservative.
Business entertaining. If you are in a pub, it is appropriate to take a turn
"shouting for a round" (that is, paying for a round of drinks). When you are invited to
a home, a gift, such as wine, candy, or flowers, is appropriate.
While dinner is served in the early evening hours between 6 p.m. and 8 p.m., a
late evening meal called "supper" is taken a few hours after dinner.
Comments
bantering n дружнє кепкування; banter v кепкувати по-дружньому; obscene

23
adj образливий; непристойний.
2. COLOMBIA
Telecommunications. In Colombia, the phone is not used as much as it is in
information-entered cultures like the United States. An important problem is taken
care of in person or on paper. A phone call is an inappropriate way to introduce
oneself.
Representation. The character of the person who represents a business is more
important than the character of the organisation he represents. This means that in the
initial contact the most commonly asked question is: "Can I do business with this
person?", not "Can we do business with this company?" Business relationships
operate on a personal level and last a longer time than in the United States.
Personal Connections. In Colombia, the better connected a person is to
important decision makers, the more attractive he or she is as a business partner. The
more associations a person has, the more power that person has.
Personal Connections. As far as personal relationships are important in
Colombia, one expects to spend some time in the beginning to get to know each
other. Trust and loyalty are the foundation of good relationships. They don’t develop
in a day. In the first contact, time is spent getting to know each other. A dinner talking
about general interests, not about business, is a common way to begin a relationship.
The relationship may develop with small favours, frequent visits, and time.
Comments
decision maker n той, хто приймає рішення; favour n (pl) знаки уважності,
прихильності.
3. FRANCE
Conversation. Good topics of conversation include: where you are from, your
interests, food, cultures of other countries, and sports. Topics to avoid include: how
much things cost, what someone does for a living, prejudices about Americans, salary
levels, and questions about a person’s family.
Punctuality. Although individuals in southern France may be relatively relaxed
about meeting time, it still is important to be respectful of your contact’s time.
Public manners. While the French may stand closer to each other when talking
than North Americans would, it is common to stand at an arm’s length when
discussing business. Your hands should be visible at all times, including when you are
seated at a table.
Business entertaining. In France, the home is a private place where only close
friends or family are invited. Colleagues usually socialize in restaurants or other
public places. Business entertainment is very different from social entertainment, it is

24
much more formal. It is usually limited to a business lunch or dinner in a restaurant.
For social entertainment, the French rarely throw parties. It is much more common to
have a small dinner party where everyone sits down together to eat. The informal
come-and-go style of a party is not popular. It is considered acceptable to invite your
French partner to lunch. If your French partner initiates the invitation, it is still in
order for you to act as the host.
Although it is uncommon for alcoholic beverages to be consumed during lunch
in the United States, this is very common in France. The French consider wine to be
an aid to digestion and to act as a stimulant to the appetite. The French, as their
reputation holds, truly enjoy the art of dining. Just as many Americans "eat to live",
the French seem to "live to eat". Business meals are not, as a rule, hurried meetings.
If you are invited to the home of a French associate and you bring flowers, be
sure to take an odd number, and choose a flower other than chrysanthemums.
Business should be discussed only after dinner, when coffee and, perhaps, brandy are
served.
Seating etiquette dictates that the host and hostess sit at the centre of the table
opposite each other. Guests are then seating in descending order of importance to the
left and right. You will not be offered a bread plate. When eating bread, you may
place it on the table next to your main course plate.
Social Classes. In France there is some emphasis on class differences. People
usually do not socialize across social and economic classes. Different levels of the
company, such as secretarial and executive levels, are associated with different
classes. So, in office life, secretaries and executives are not expected to socialize
together.

4. GERMANY
Conversation. Take note: the person who speaks the most softly in a meeting usually is
the person who has the most authority. Even if you are not fluent in German, "Guten tag",
"Danke" and "Bitte" should be part of your conversational repertoire. Appropriate topics for
conversation include hobbies, football, the places you have travelled in Germany, and the
duration of your stay. Topics to avoid include World War II and personal questions, such as,
"How many people are there in your family?"
Punctuality. Being prompt is of the utmost importance when interacting with Germans.
Public manners. It is considered impolite to put your hands in your pockets. Gum
chewing in public is also considered rude. Germans may not use a smile as a nonverbal cue
that they are pleased about something. During an official meeting, expect the doors to be

25
closed. Be sure to walk to your contact’s left. By doing so, you will be giving the person a
position of respect. Sit down only after you have been offered a seat.
Business entertaining. When inviting a German to eat with you, do so for lunch rather
than for breakfast. If business is going to be discussed, do so prior to eating or after your last
course.
Gift-giving. Appropriate gifts include unwrapped flowers in a quantity other than 13.
Your choice in flowers should be those other than lilies (which are reserved for funerals) or
roses (which have a romantic connotation, regardless of their color).
Comments
connotation n підтекст;
business entertainment n ділова зустріч (вечірка);
repertoire n репертуар;
utmost adj граничний, найбільший.

5. FINLAND
Business entertaining. Although often admired by outsiders, the Scandinavians are not
always completely understood. Here are some comments from foreigners about working in
the region.
"I found it really hard to get them to talk".
"Those endless discussions to try to reach a consensus drove me mad".
"I was really surprised to find that they wanted to continue the meeting in the sauna".
Such comments can easily lead to sophisticated stereotypes, but they can be useful in
helping people who are going to work in Nordic countries. The sauna is an entrenched part
of the Finnish culture, so, if you have Finnish companions, you have to do what they do. If
you have known each other for a certain time, the Finns would invite you to the sauna.
Conversation. The Finns pay a lot of attention to personal communication. At the
beginning of every serious project they want to have a face-to-face meeting during which
they maintain eye contact. The Finns have a very direct communication style – they tell it
like it is. Finnish people are usually reserved, somewhat taciturn and approach everything
rationally. They take people at their word, and mean what they say. During the meeting the
Finns do not show any emotions. They like to discuss everything in great detail. They try to
get to the root of the issue. But if they reach a conclusion, you can be sure that everything
will be carried out exactly as agreed upon.
Public manners. The Finns are generally introverted. Expect a bare minimum of small
talk, if any, before getting down to business. They do not discuss their private life and rarely
invite you into their homes. You will never be questioned about your private life. The Finns
are extremely law-abiding people. They do not accept shady practices, everything must be

26
in compliance with Finnish laws, which are very strict. Finns firmly believe that laws are
made in public interest.
Punctuality. The foreigners dealing with the Finns claim the Finns are a bit laggard.
Nordic countries are countries that have a very stable society and economy. That explains
why they have a culture of long-term planning. Outsiders may make a mistake of
interpreting their cautious approach as sluggishness. But Finland has some of the most
innovative companies in the world.
Gift-giving. There is a high degree of equality between the sexes in Finland. Just look
at the large number of women holding key positions in politics. Treating woman equally is a
normal practice; a woman offers her hand first for handshaking. But bringing flowers as a
gift is not customary. If you give a bouquet of flowers to a Finnish woman, she will be
surprised. Women are also independent in financial matters. If you have lunch together with
a Finnish woman, she will offer to pay her share of the restaurant bill. It’s polite to accept it
– even if it is a date.
Comments
sophisticated adj складний;
entrenched adj укорінений;
eye contact n зоровий контакт;
laggard adj неквапний;
sluggishness n інертність, неквапність;
long-term adj довготерміновий;
taciturn adj небагатослівний;
take at one’s word phr сприймати слова всерйоз;
in depth phr детально;
get to the root phr докопатися до суті.

6. HONG KONG
Conversation. Appropriate topics include how a person is feeling and recent events.
Topics to avoid include politics, censorship, and protest movements.
Punctuality. Be sure to show your respect by being prompt. Punctuality is a much-
appreciated virtue in Hong Kong.
Public manners. It is important to maintain a two arm’s-length distance from your
contact. Touching and patting are considered taboo. Feet should be facing the ground rather
than having the soles of shoes showing.
Business entertaining. Be prepared for a long banquet. You may be involved in this
type of meal after a business relationship has been established. Be prepared to use
chopsticks. When you are not using them, lay them on the rest or across the bowl – never

27
place them vertically. You may be offered a finger towel rather than a napkin at the end of a
meal. When eating rice, be sure to leave most of it in the bowl by the time the last course is
concluded. Otherwise you will be perceived as not having had enough to eat during the
meal.
Gift-giving is considered a business custom. Avoid giving a clock. This item is equated
with death. Just as with business cards, present a gift with both hands. Open a gift in front of
the person who gave it to you only when requested to do so.
Comments
virtue adj позитивна якість, чеснота.

7. INDONESIA
Conversation. Appropriate topics of conversation include family, food, the weather, and
travel experiences. Although you may feel uncomfortable being asked personal questions about
your own family, the cost of something you bought, and so on, it is acceptable to ask similar
questions once they have been posed to you. If you are visiting Java, however, you should avoid
topics such as family, purchases, and possessions.
Punctuality. Promptness is appreciated.
Public manners. When you are in a private home or mosque, be sure to remove your
shoes. Point them toward the door from which you entered. Hugging and kissing in public is
considered to be inappropriate. Indonesians would, as a rule, rather be wrong than not be
able to give you directions. For that reason, it’s a good idea to ask a few people to confirm
the directions you have been given. If you are at a gathering in Java and are introduced to a
group whose members all represent the same organization, it is not necessary to shake hands
with each person.
Business entertaining. Rather than giving your Indonesian partner a gift, consider
passing along a compliment or a thank-you note. Understand that it will be considered good
manners to take a second helping of food. Recognize, too, that eating is regarded as a very
private matter and that conversation will therefore be kept to a bare minimum. It is
considered good manners to leave a taste of food on the plate and a few sips of your
beverage in the glass. Eat with your right hand, rather than your left hand. Be aware that
women may be seated at separate tables from men. (In Java, however, men and women may
be seated next to each other. The most important male guest will typically be seated next to
the host, just as the most important female guest will be asked to sit next to the hostess.)
While a fork and large spoon will be available for you, a knife will not. Food is served in
bite-sized pieces, so a knife will not be needed. Use the fork as a tool for putting food on the
spoon.
Comments

28
 pose v формулювати, пропонувати (питання, завдання);
mosque n мечеть;
hugging n обійми;
sip n маленький ковток.
8. JAPAN
Business card rules:
– have your cards printed in English on one side and translated into Japanese on the
other side;
– carry your cards at all times;
– when presenting your card, be sure to have the writing facing the person receiving
the card;
– present your card with two hands.
When handed a Japanese contact’s business card, study it carefully. Keep the card out
and place it on the table in front of you when you are seated. Do not put the card in your
wallet or slip it into your back pocket. You will be expected to exchange your card with just
about everyone you meet. Have plenty of cards on hand.
Conversation. Topics to discuss include Japanese food, sports (such as baseball),
Japan, and other places you have visited. Topics to avoid include your career, World War II,
prices, your personal life. Remember, "silence is a virtue" – especially in the Japanese
culture. Rather than filling awkward moments with "small talk", recognize that to the
Japanese, silence is equated with tranquility.
Punctuality. Punctuality should be observed at all times. The Japanese culture is
extremely time-sensitive. The last two phases, bargaining and final agreement, come at the
end of a long process of building a relationship and talking about the proposed deal.
Concessions. In Japan concessions are made only at the end of the negotiation process.
After all the possible details of the business deal have been carefully discussed, the two
parties begin to bargain and make concessions. They quickly come to a final agreement.
Agreements. Written agreements do not play a central role in negotiations in Japan. In
fact, a written agreement is usually a small detail at the end of a long process of negotiation.
After all aspects of the deal have been discussed and all decisions have been made verbally,
an agreement is written up reflecting the decisions. An agreement is presented at a meeting
only after both parties have carefully discussed the final version.
Long-Term vs. Short-Term Planning. The Japanese have traditionally focused on long-
term business projects. Many projects are begun with the knowledge that they will not
produce profits for years. Much time is spent developing a strong and stable relationship and
planning a good partnership. This planning will benefit both parties in the long term.
Public manners. Even if you are experiencing displeasure or are upset about
something, you should smile to show self-control. "Backslapping" is likely to be seen as a

29
major lapse in etiquette. When you need to blow your nose, do so discreetly, preferably in
private, with a paper tissue. Dispose of the tissue immediately. You don’t want to be
glimpsed putting a used tissue away in a pocket or purse; this is regarded as rude. Bear in
mind: to the Japanese, laughter can mean confusion rather than reacting to something funny.
Be careful − the American "okay" sign means "money" in Japan.
Business entertaining. The reason for these get-togethers is for building friendships.
Be prepared for a long meal. Karaoke or Sumo wrestling may entertain you. Consider it an
honour when you are invited to a Japanese home. Be sure to remove your shoes at the front
door; you will be offered a pair of slippers. Follow your host’s lead if you’re uncertain about
when to remove your slippers and when to put them on. Chopstick etiquette dictates that
you place the sticks on the rest when you are not using them; don’t leave them in your food.
Whatever you do, avoid standing chopsticks straight up in the air or pointing them toward
your hosts.
Gift-giving. A box of fine candy is an appropriate gift to bring upon being invited to a
Japanese home. You may choose to give a more lasting gift (such as a pen and pencil set). If
you do so, wrap it in pastel paper without a bow. Keep in mind that odd numbers are
considered lucky. When you are offered a gift, thank the person. Before taking it, wait for
the person to offer it to you a few more times. As with business cards, accept a gift with
both hands.
Drinking etiquette. There are four ironclad rules to obey:
– never pour your own drink;
– always lift your cup when someone is replenishing your drink;
– never let your guests’ cups remain empty;
– take turns pouring for each other.
Drinking is a part of the socialization ritual in Japan; make it a time to cultivate
friendships and trust. However, avoid getting too happy! Many American business persons
has regretted letting too much sake become a "truth serum" in social encounters with
Japanese contacts.
Phases of Negotiation. The negotiation process can be divided into the following
phases:
– building a good relationship;
– talking about the business deal;
– persuading, bargaining, and making concessions;
– making a final agreement.
In Japan the first two phases take the longest, especially since personal trust and mutual
understanding are important to good business relationships. Thus the last two phases,
bargaining and final agreements, come at the end of a long process of building a relationship
and talking about the proposed deal.

30
 Concessions. In Japan concessions are made only at the end of the negotiation process.
After all the possible details of the business deal have been carefully discussed, the two
parties begin to bargain and make concessions. They quickly come to final agreement.
Much time is spent developing a strong and stable relationship and planning a good
partnership. This planning will benefit both parties in the long term.

Comments
awkward adj незручний, скрутний; незграбний;
time-sensitive adj прискіпливий щодо витрачання часу;
ironclad adj непорушний, твердий; вкритий бронею;
chopsticks n (pl) палички для їжі.

9. NIGERIA
Negotiating. In Nigeria, the age of the negotiator is extremely important because age
means wisdom and reflects status and importance. To send a young negotiator means you
are not seriously interested in the negotiation. If you are interested, you will send a person
with authority and seniority. A good educational background is also highly respected and
important. Nigerians also put great importance on formality and social skills. The sex of the
negotiator is not very important, since many Nigerian women run their own businesses. In
addition, Nigerian men are generally aware of the role of American and European women in
society. In Nigeria, negotiating in groups is common.

Comments
seniority n перевага в положенні, старшинство;
wisdom n мудрість.

10. SAUDI ARABIA

Conversation. Topics to discuss include the country, the person’s family (although not
your contact’s wife, as this may be misconstrued as a romantic interest), the countries where
your Saudi client travels, etc. Avoid discussing politics in any form. Do not discuss the
social roles of Saudi Arabian women. Stay away from offering criticisms, even ones that
seem insignificant.
Punctuality. Being on time is much appreciated.
Public manners. When reaching for something or offering something to a Saudi
Arabian, be sure to do so with your right hand. Using the left hand is considered a taboo.
When sitting, be sure the soles of your shoes face the ground. It is considered taboo for the

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soles to be showing.
Business entertaining. Realize the importance of accepting food and a beverage when
offered. It is considered a personal insult to refuse what is offered. Hard as it may be, don’t
show hesitation if you are offered sheep’s eyes. These are regarded as a delicacy.
Alcoholic drinks should not be requested, although you may decide to accept if you
are offered one. Do not bring a gift to a Saudi Arabian’s wife. This may be misinterpreted as
a romantic gesture.

Comments
misconstrue v неправильно тлумачити;
misinterprete v неправильно тлумачити.

11. SINGAPORE
Conversation. Appropriate topics of conversation include where you have travelled,
the weather, the length of your stay. Those to avoid include politics and religious beliefs.
Punctuality. Punctuality will be much appreciated.
Public manners. Gesture with your entire hand during conversation. Pointing with one
or two fingers is considered rude. Avoid showing the soles of your shoes. Your feet should
be used for walking – nothing else. Feet are considered unclean parts of the body and should
never, for instance, be used for moving anything (a chair closer to a table, for example).
Business entertaining. Expect all courses to be served simultaneously. If you are
invited to a person’s home for dinner, flowers or a box of candy are considered appropriate
gifts.
Gift-giving. You should avoid giving gifts when establishing a business relationship as
the gesture could be perceived as a bribe. When it is appropriate to give a gift, expect it to
be refused a few times before it is accepted. Express your own gratitude once it has been
accepted.

Comments
gratitude n вдячність;
soles n pl підошви взуття;
bribe n хабар, підкуп.
12. SOUTH KOREA
Conversation. It is good manners to comment on the good health of an older person.
Although compliments are much appreciated, it is considered polite for them to be denied.
Koreans place a high value on families, so this is a good topic for discussion. Topics to

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avoid include politics (especially any topic related to socialism and communism). Avoid any
type of disagreement in public.
Punctuality. Although Koreans do not put a particularly high value on punctuality,
Westerners should nevertheless make an effort to be prompt.
Public manners. Loud laughter is considered rude. When laughing in public, cover
your mouth. Nose blowing is also considered to be in poor taste and should be done in
private. Be sure to remove your shoes before entering a temple or a person’s home. A hug or
patting another on the back is considered rude.
Business entertaining. It is more common for entertaining to take place at a restaurant
or bar (without spouses), rather than in a person’s home. If you are invited to a person’s
home, be sure to take a modest gift (such as flowers), offering the gift with both hands. Bear
in mind that it is considered polite not to open a gift in front of the person giving it. Formal
business professional attire is considered appropriate. Koreans believe that when you dress
well, you acknowledge the importance of the occasion. Expect all courses of a meal to be
served at once.
Comments
patting n плескання (долонею);
attire n убрання, шати; одяг.

13. THE UNITED KINGDOM

Conversation. Refrain from asking the British, "What do you do?" This question is
considered too personal. When you are discussing individuals from the United Kingdom,
England, Scotland, Wales, and Northern Ireland) you should refer to them as the "British".
Just to be on the safe side, avoid using the term "English" to describe anyone. Avoid
discussing politics and religion.
Punctuality. Promptness is appreciated.
Public manners. Your hands should always be visible. It is considered rude for hands
to be in pockets. When pointing to something, do so with your head rather than with your
fingers. Avoid wearing striped ties (why risk unintended mimicry of colours associated with
British regiments?).
Don’t make the victory sign with your palm facing inwards. This is considered an
obscene gesture in the U.K. Instead, make sure your palms face outwards.
Business entertaining. If you are invited to someone’s home and choose to take a gift,
be sure it is a modest one. Gifts that cost more than $20 may embarrass the receiver.
Comments
palm n долоня;
unintended adj ненавмисний;

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 mimicry n імітування.
14. USA
Telecommunications. In the United States phone communication is very common and
accepted. Negotiations are frequently conducted on phones. Sometimes people work
together for months or even years before ever meeting.
Representation. The character of an organisation is more important than the character
of the person representing it in the United States. The question one asks in the first contact
is, "Can we do business with this organisation?" Businesspeople change jobs frequently.
These frequent changes encourage U.S. business relationships to focus more on the
companies than on the individuals representing the companies.
Personal Connections. Succeeding without the help of special personal connections
shows independence and an ability to work hard. These qualities are highly respected. Working
on your own does not hurt your reputation. As a matter of fact, the more powerful a person is,
the more isolated the person can become.
Time. "Time is money" is a common saying in the United States. In making initial
contacts, very little time is spent on building social relationships. Conversation is quickly
focused on business. If there are any dinners or social events they are mainly used to discuss
business, not other interests. The home office usually pressures the representative to get the
account as quickly as possible.
The USA and Negotiators. In the United States, sending a person with great technical
competence and knowledge to negotiate is most important. It shows you are serious about
negotiations because you are sending a representative who is ready to answer any relevant
questions. Power and authority are important but are more the result of your talent and work
record than of your age or seniority in the organisation. The sex the negotiator is not
important since many women occupy professional and managerial positions. North
Americans are accustomed to sending only one person. Sometimes this is called "John
Wayne approach". This means that the individual thinks he or she can handle the negotiation
on his or her own; it reflects the strong individualism found among North Americans.
Social Classes. In the United States, differences in social and economic classes exist,
but are not emphasized. Although colleagues from different classes may not socialize
together frequently, there usually is at least one annual event where all employees come
together. The most common events are Christmas parties and company picnics. Because
equality is highly valued in the United States, formal situations that emphasize class
differences are avoided. Social events are usually informal and relaxed.
The Role of the Boss in Office Life. The boss has authority but should not abuse it. As
much as possible, the boss should just be one of the workers. For this reason American
bosses are usually casual and informal with their employees. Because it is believed that
good social relationships build a good work environment, bosses often throw parties to build

34
a sense of unity among the employees and to strengthen employee identity with the
organisation.
Entertaining. It is common in the U.S. to invite colleagues or other acquaintances
home for a dinner party or cocktail party. The home is a place of hospitality and
entertainment. In the U.S., there is not a big difference between how people socialize with
colleagues and with friends. Both kinds of socializing are informal and relaxed. The party is
a popular way of entertaining. Instead of a formal dinner at the table, often Americans
entertain with an informal buffet or just cocktails and a snack. In addition to parties,
common social activities include playing sports, going out for drinks after work, and going
to sports or cultural events.
Phases of Negotiation. The negotiation process can be divided into four phases: 1)
building a good relationship; 2) talking about the business deal; 3) persuasion, bargaining,
and making concessions; and 4) making a final agreement. In the United States, the first two
phases are not emphasized, because personal relationships do not play a large role in
business life and because making a quick deal is important. The negotiation process soon
moves to the last two phases as bargaining and making a final agreement are the focus of
negotiations.
Concessions. Concessions are made during most of the negotiation process. At the
beginning, while the two parties are talking about the proposed deal, small concessions are
given to show cooperation. As the two parties continue to talk about each issue of business,
they bargain and make concessions. The bargaining continues issue by issue until the final
agreement is achieved. Each concession is met with a concession from the other party. In
this way, the two parties treat each other as equals and demonstrate a cooperative attitude
and a commitment to the negotiations.
Comments
buffet n закуски для шведського столу; буфет; bargaining n домовленість; угода;
вигідна покупка; issue n пункт, параграф.
Comprehension Check
Ex 11. Mark the statements T (true) or F (false) according to the information in the text.
1. If you choose to discuss Australian politics or religion, be ready to exchange
remarks in a good-humored teasing way.
2. In France business entertainment differs a lot from social entertainment.
3. Germans use a smile as a sign that they are pleased with the course of negotiations.
4. A clock or a watch is an appropriate gift in Hong Kong.
5. Very often sake becomes a "truth serum" in social encounters with Japanese
contacts.
6. You have to ask for the directions several people in Indonesia as Indonesians are not
good at giving directions.

35
 7. Individualism is a trait of North Americans’ character.
8. To be on the safe side, avoid using the term "English" discussing individuals from
the United Kingdom.
9. Pointing with your fingers is considered to be an obscene gesture in Singapore.
10. Formal dress code is considered appropriate for home parties in South Korea.

Ex 12. Match the nouns with their definitions.

1) banter; a) food considered to be very special at a particular place;

2) attire; b) an unreasonable dislike or preference, based on race, religion,
sex etc.;
3) emphasis; c) discussing conditions with the aim of reaching an agreement;
4) connotation; d) an action that is done to offend somebody;
5) commitment; e) an idea suggested by a word in addition to its main meaning;
6) insult; f) a promise to support: willingness to give your energy to an
activity;
7) bargaining; g) special importance that is given to something;
8) prejudice; h) clothes;
9) delicacy; i) friendly remarks and jokes;
10) lapse. j) a mistake by forgetting or being careless.

Ex 12. Match the verbs on the left with their corresponding definitions on the right.

1) to consume; a) to recognize the good qualities; to be grateful for something

that somebody has done;
2) to reflect; b) to organize or do a particular activity;
3) to misconstrue; c) to think that something is important;
4) to embarrass; d) to give special importance to something; to make something
more noticeable;
5) to appreciate; e) to keep stating that something is true; to make something
continue;
6) to maintain; f) to cause someone to feel awkward or ashamed;
7) to emphasize; g) to understand somebody’s words and actions wrongly;
8) to dispose; h) to get rid of something you do not need;
9) to value; i) to show or to be a sign of the nature of something;
10) to conduct. j) to use something; to eat or drink something.

Ex 13. Match the words in column A with their synonyms in column B and antonyms
in

36
 column C.
A B C
Word Synonym Antonym
1) verbal; 2a) indecent, 3a) decent; inoffensive;
offensive;
2) casual; 2b) inconvenient; 3b) unstable;
3) intended; 2c) steady; 3c) uncooperative;
4) stable; 2d) collaborative; 3d) convenient;
5) cooperative; 2e) deliberate; 3e) unintended;
6) awkward; 2f) informal; 3f) formal;
7) obscene. 2g) spoken. 3g) nonverbal.

Ex 14. Give Ukrainian equivalents of the following words and word combinations.
Use a dictionary.
Work record, to pose questions, to take a second helping of food, to take a few sips of
beverage, to be equated with, to get down to business, the art of dining, to throw parties, in
descending order, ironclad rules, to build a sense of unity, to refer to somebody or
something as…, to appreciate promptness, to be related to…, to operate on a personal level.

Ex 15. Give English equivalents of the following words and word combinations. Use a
dictionary.
Обійми і поцілунки; плескання по плечу; дружнє кепкування; довіра і
відданність; непарна кількість квітів; на відстані у довжину руки; романтичний
підтекст; комплімент; лист-подяка; зосередитися на чомусь; хороша підготовка
(освіта); трудовий стаж; довгострокове (короткострокове) планування.

Ex 16. Match the English and Ukrainian equivalents.

1. Керувати відділом. a) to deal with sb;

2. Прийняти запрошення.
3. Справа, що має політичну
важливість.
4. Обговорювати угоду.
5. Зацікавлені сторонни.
6. Мати справу з кимось.
7. Звернутися до когось за
інформацією.
b) to approach sb for the information task;
c) to accept an invitation;
d) to negotiate a deal;
e) to manage a department;
f) matter of political necessity;
g) concerned parties.

Ex 17. Listen to the text (recording 6.1), fill in the gaps with the words in the box

37
and complete the sentences.
The Two Cultures

In 1956, English writer and scientist C.P. Snow wrote an essay on

"The Two Cultures." By this, he meant that in the West there is a (1) ____ scientific;
culture and a _____ (2) culture. Scientists do not talk very much to literary
men and vice versa. Neither group seems to know, nor want to know, very literary;
much about the other.
Snow argues that the scientific people and the literary people are anti-science;
moving further and further apart. Few scientists or engineers read
literature; very few writers or intellectuals know or care anything about anti-
science. This, Snow thinks, is a major problem in the world today. Literary technology;
culture seems to be (3) _____ and (4) _____. This affects Western (5)
_____ to train more scientists and engineers. reluctance;
The standard of living in the West, and throughout the world, depends
on having scientists and engineers. Nonetheless, relatively little effort is encouraging;
given to (6) _____ and (7) _____ these areas of education. Westerners, who
are part of the literary culture, do not encourage or understand the scientific developing;
revolution. As a result, they are (8) _____ to the desire of Third World
peoples to improve their lives through technology. insensitive;
Snow talks about how the (9) _____ in England has improved since
1800. Snow’s grandfather did not go far in school, but did learn to read and standard
write. Living in 1900, he realized that he was (10) _____ than his of living;
grandfather who lived in the early 1800s. Snow’s great-great-grandfather
was a farm labourer who didn’t know how to read or write. better off;
Snow feels that a similar (11) _____ could happen even in very poor
countries. It could happen in a short time if the West supplied capital and transformation;
engineers. Snow believes that it is the (12) _____ that has transformed the
West. This is what has allowed the farm labourers to go to school and to industrial
learn employable skills. In 1800, only a small proportion of society could revolution;
expect to live well. Now nearly everyone has (13) _____ to education and
training. The same industrial revolution can happen in Third World access;
countries. It is the only way to improve the lot of the poor.
Snow agrees that most scientists and engineers do not read novels or cultivate;
(14) _____ the arts. However, he doesn’t consider this to be as dangerous
as when literary people (15) _____ science and technology. Science and ignore;
technology are too important to our standard of living to be ignored; our
education systems have to be changed to reflect our need of them. controversial;
Snow’s article was quite (16) _____ . Not everyone agreed with him
that science and technology are being ignored by our educational system. mindsets.
But Snow certainly has a point when he says that scientific people and
literary people view the world differently. These two different (17) _____
often lead to conflict in the workplace. Snow may be right that it is too easy
for literary-minded students to ignore science, and scientifically minded
students to ignore literature.

38
 Ex 18. Discuss the contents of the text using the following bullet-points:
 The main idea of C.P. Snow's essay.
 The arguments that C.P. Snow uses to support his idea.
 The controversy of C.P. Snow's theory.
 Cultural consequences of the industrial revolution.
 Modern education systems have to reflect both literary and scientific
approaches.

Ex 19. You are going to listen to recording 6.2 about cultural differences. Seven
extracts have been removed from the tapescript. Choose from A–H the one which fits
each gap 1–8. There is one extra passage which you do not need to use.
Cultural Differences: Individualism and Collectivism
1. The many cultures of the world differ in a great variety of ways. One of the most
interesting ways in which cultures vary is in the extent to which they are "individualistic" or
"collectivistic". __1__.
2. In an individualistic culture, each person tends to think of himself or herself in terms
of his or her own characteristics and preferences – __2__. In a collectivistic culture, each
person tends to think of himself or herself in terms of his or her social relationships and
roles – __3__.
3. Another difference between individualist and collectivist cultures involves the
tendency to help others. In an individualist society, people feel some obligation – such as
their distant relatives, or persons from the same town – __4__. On the other hand, people in
collectivist cultures tend to feel very little inclination to help other people who do not
belong to their groups, whereas people in individualist cultures are more often willing to
help others even if they do not belong to the same group.
4. Another difference between individualist and collectivist cultures involves the
relationship between people and the groups to which they belong. In an individualist culture,
people usually join or leave groups when it is in their personal interest to do so. In a
collectivist culture, people usually stay with one group for a long time. For example, people
in individualist societies are more willing to quit their job, and take a new job at another
company. __5__. Similarly, people in individualist countries usually get married for reasons
of personal choice, and are more likely to get divorced. However, people in collectivist
societies usually get married according to the wishes of their relatives, and are less likely to
get divorced. __6__.
5. Western countries, such as those of Western Europe and North America, are usually
considered to be very individualist. __7__. For example, the individualism of the United
States is viewed as more "competitive" than that of socialist countries, such as Sweden.
6. __8__. Collectivist countries also differ from each other in many ways. The idea of
individualism versus collectivism is an interesting way to understand some of the

39
differences between cultures. By learning about ideas like this, one can better appreciate the
customs of other peoples.
A. People in collectivist societies usually prefer to stay with one company throughout
their career.
B. An individualist society and a collectivist society are different in many ways.
C. the things that make the person a part of a larger group, such as an extended family or
an ethnic group.
D. the things that make the person unique or different from others.
E. but this obligation is not nearly as strong as in collectivist cultures.
F. In contrast to Western countries, the countries of most parts of Asia and Africa are
usually considered to be very collectivist.
G. However, not all individualist countries are similar in every way.
H. These are so called arranged marriages.
Ex 20. Read the tapescript and discuss the following bullet-points:
There are "individualistic" and "collectivistic" cultures.
An individualist society and a collectivist society are different in many ways.
Western countries, such as those of Western Europe and North America, are usually
considered to be very individualist.
The countries of most parts of Asia and Africa are usually considered to be very collectivist.
The idea of individualism versus collectivism is an interesting way to understand some of
the differences between cultures.

Ex 21. Each of subparagraphs 1–7 contains a mistake. Listen to recording 6.3 and
correct the mistakes in the tapescript.
Moving to Another Country
1. My friend Steve moved to another country. He had lived in Canada all his life, and
he moved to Japan. Life in Japan was very unusual for Steve than what he was used to.
2. At first, Steve suffered from culture shock. His whole life seemed different. He was
not used to the way of life in Japan. Steve was not used to the large crowds of people that
walked up and down the streets in Japan. In his hometown in Canada, the streets were fairly
busy.
3. Steve had to get used to the food. In Japan, the people eat a lot of fish. Steve had
never eaten much fish before. Steve wanted pizza, but it was expensive in Japan. Steve said
that he had to adapt his eating habits.
4. The people in Japan have different habits than we do here in Canada. Steve didn’t
want to offend anyone, so he had to learn the customs. He had to learn about what Japanese
people considered polite and rude. Sometimes, in a foreign country you can do something to
insult someone without even realising that you are being rude.
5. At first, Steve had trouble with the communication. He said that the only way to

40
really learn the language is to talk to people. Steve talked to a lot of people. He made a lot
of mistakes, but people were patient with him, and they tried to help him with his Japanese.
6. It wasn’t long before Steve felt more comfortable in his new surroundings. You have
to be ready to learn new customs and a new language if you move to another country. Steve
feels very comfortable in Japan, and in Canada now. He is thinking about going to another
country now. He thinks that he might like to try and live in Italy.
7. I’m sure that he would get over his culture shock very fast if he moved there.
Moving to a new country can be difficult, but if you are willing to learn, it can be a very
useful experience.
Note
Culture shock:
 the feeling of disorientation experienced by someone when they are suddenly
subjected to an unfamiliar culture, way of life, or set of attitudes; the feeling of anxiety,
loneliness, and confusion that people sometimes experience when they first arrive in another
country; the feelings of isolation, rejection, etc., experienced when one culture is brought
into sudden contact with another, as when a primitive tribe is confronted by modern
civilization.
Ex 22. Discuss the phenomenon of culture shock. Share your experience with the
group-mates.
Ex 23. Find the appropriate definition:
a) not likely to be good, honest, or useful;
b)be organized in a way for a particular purpose or situation;
1) racist
c) make someone angry by doing or saying something that they
2) offend
think is rude, unkind etc.;
3) questionable
d) not easy to notice or understand unless you pay careful
4) slapstick comedy
attention; not obvious;
5) subtle humour
e) humorous acting in which the performers fall over, throw
6) be geared to
things at each other etc.;
somebody/something
f) someone who believes that people of their own race are
better than others, and who treats people from other races unfairly
and sometimes violently.

Social Customs in Different Countries

Pre-listening task
Ex 24. In small groups (pairs), match the phrases in A with their synonyms in B,
translate them into Ukrainian.
A: to go out on a date; to split the bill; to shake hands; to be punctual; acceptable; to
dress smartly; to stay up;
B: to come in time, not to be late etc.; to have a meeting somewhere but not at home;

41
to pay the bill together; not to go to bed; to greet each other joining hands; proper; to wear
elegant clothes.
Ex 25. Listen to eight people talking about social customs in their countries
(recordings 6.5-6.12). Determine true and false sentences.
a) As a rule, in Canada a man pays the bill, when a couple have their first date.
b) In Russia a man, who has just come, shakes hands with all the people in the room.
c) In Peru nobody will get offended if you are late.
d) It’s okay when you smoke in Englishman’s house on condition the hosts smoke
there themselves.
e) Koreans like to stay up late.
f) In Singapore people don’t care much about their clothes.
g) Spaniards prefer to entertain late at night.
h) In Bahrain it is unacceptable to go on dates with a girlfriend you are not engaged
with.
Ex 26. Work in groups/pairs. You are going to make a list of tips about how to
behave when you go out. Write some tips for a foreign visitor to your country. Then give a
short talk about social behavior in your country.
Ex 27. Using the information given in the Unit prepare a Power Point slide show on
the following topics:
1. What cultural issues should be considered when you go abroad?
2. Why is cultural awareness important to businessmen?
3. What cultural aspects help the nation develop a positive image in the outside world?
4. What are cultural peculiarities of the country you are interested in?
5. What are the Ukrainian domestic intercultural challenges?

42