LESSON 1

1. What is culture?
 Culture is in the sense if whatever a person must know in order to function
well in a particular society => how to behave appropriately
 Culture is a shared background resulting from a common language and
communication  style, customs, beliefs, attitudes, and values.
2. Components of culture & the iceberg of culture
 Culture is like an iceberg which has 2 parts: 

 Visible (language, food, appearance) is not always that which

creates cross-cultural difficulties
 Hidden (communication style, beliefs, attitudes, values,
perceptions) has significant effects on behaviour and on
interactions with others
3. What is language?
 Language is a body of words and the systems for their use common to a
people who are of the same community or nation, the same geographical
area, or the same cultural tradition
 There is a interrelationship between communication and language:
Communication affects to language, language reflects communication
4. What is cross-culture?
 Cross-culture can be seen as cultures in contact or cultures encounter
 Cross-cultural communication is the communication (verbal and non
verbal) between people from both different and similar cultures:
communication that is influenced by cultural values, attitudes and
behaviour => the influence of culture on people's reactions and responses
to each other.
5. What is communication?
 Communication is the process of sharing meaning through verbal and
nonverbal behaviour.
6. Principles of cross-culture communication
 Does not contain fixed rules
 Cultural generalizations are different from stereotypes
  There are no absolute "rights" and "wrongs", only cultural differences.
What is appropriate in one culture may be inappropriate in another
culture
 two levels of observation: (I)_all cultures have values arid ideals that their
members say are true; and (2) people's behaviour may not always reflect
those values
 Culture does not explain all behaviour
 not to overemphasize either culture differences or cultural similarities
 learning about culture is enriching
7. Culture values
 Personal control over the environment: People can alter nature, and, to a large
extent, can determine the direction of their lives.
Contrasting value — Fate
 Change: Change is healthy. People stagnate if they don't make enough changes.
Contrasting values — Tradition
 Control over time: People are pressured and constrained by time because they
are trying to control it.
Contrasting values — Time walks
 Equality and egalitarianism: All people are created equal. 
Contrasting values —  Hierarchy, rank, status
 Individualism and privacy: Individual needs are considered primary
Contrasting values — Group orientation
 Self-help: People can and should try to improve their own lives.
Contrasting values — Birthright inheritance
 Future orientation: Look to the future and not to the past
Contrasting values — Past of present orientation
 Action and work orientation: Work often defines people; their identities come
from what they do
Contrasting values — "Being" orientation
 Informality: First name usage, casual clothes, and the lack of formal ritual are
typical
Contrasting values — Formality
 Directness, openness, and honesty: Honesty is the best policy. People should
express themselves openly
Contrasting values — Indirectness and "saving face"
 Materialism: Tendency to be more concerned with material than with spiritual or
intellectual goals
Contrasting values —  Spiritualism