Business Communication BBA-II-C

Unit-V

MODERN TECHNOLOGY AND COMMUNICATION

The world order is changing dramatically because of the advancement in information technology. The
globalization in the past few years has created heavy competition in the market. The world has entered the
information age surpassing the industrial age which has been made possible by the ever increasing
developments in the field of information technology (IT). The it revolution is about real-time access and
sharing of digital information, consisting of visual images, sound and virtual worlds, made possible by
core information technologies like digital networks, information databanks and computer graphics.

MODERN FORMS OF COMMUNICATION

1. Telecommunication: the telecommunication is the communication over a distance. Nowadays

business firms are becoming networked enterprises. So we need telecommunication networked
that enable end users, teams and workgroups to exchange information and data with the other end
users, customers, and business partners that can scattered throughout the world.

2. Internet: internet is a vast computer network of many different computer networks existing in the
world. It is a collection of interconnected networks. Internet helps to communicate with any other
subscriber of internet throughout the world. World Wide Web (www) is an architectural
framework of information system on the internet. It contains millions of electronic documents
called web pages.

3. Intranet: it is also known as private network. An intranet is a website designed for use by the
employees of an organization- a private internet. The intranet can be used to replace documents
such as staff manuals, internal telephone directories, and office notices. Intranet systems can
include application systems where scripting languages give access to databases and the use of a
browser gives easy access throughout the organization.

4. Extranet: some organization have web sites available on the internet but with access limited to
account holders by a password system. Such a facility is called extranet. Extranets are used in
business to business trading where customers are required to have an account.

5. Email: electronic mail or email is a system of electronic correspondence by which users send and
receive messages over a network of computer and telecommunication links. The messages may
consist of short notes and greetings, or extensive (huge) text files plus graphics and photographics
images, video clips, or sound. Thus, email is an ‘electronic post office’.

6. Facsimile transmission (FAX): a fax machine is an equipment used to copy documents by

sending information electronically along a telephone line, and to receive copies that are sent in
this way. It means that if we want to fax a document to someone, we will send it from one fax
machine to another fax machine.

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Dr. Bijay Kushwaha
Business Communication BBA-II-C

7. Scanners: optical scanner or OCR scanners, recognizes and interpret typewritten characters,
drawings, and photographs. Scanners read materials so that the materials can be put into a
computer-readable format without the user having to rekey or redraw materials.

8. Groupware: groupware software is typically installed on a computer network and allows many
users to communicate in numerous ways. Groupware supports collaborative efforts of work
groups. Employees working in offices on different floors of the same building or even thousands
of miles apart can be assigned to a project team and communicate easily with other members of
their workgroup.

9. Telephone: oral communication is also possible with the help of standard of landline telephones.
If it is desired to talk to any person in another organization either in the same city or outside the
city, the local or trunk call services can be made use of respectively. Besides the advantage of
quick communication, telephone furnishes the advantage of personal conversation in which many
points which cannot be properly expressed in a letter, can be easily discussed and settled.

10. Mobile or cellular phone: is a codeless mobile communication device which facilitates two way
communications in a wide geographical area. The caller need not know the location of the person
being called. He can reach anywhere at any time by cellular phone. Here a message, oral or
written, can go to the people anywhere in the world.

11. Voice Mail: voice mail is used to leave voice message for the other person when he is not around
his telephone. It is a computerized system for receiving and delivering incoming calls to the
intended subscribers.

12. Teleconferencing: tele-conferencing is electronic communication between two or more people at

two or more location. In its simplest form, it is the telephone conference call that has been
available for many years where more than two people do conversation at the same time over
telephone machine.

13. Videoconferencing: is sending one’s image and voice to one or more other people through the
camera and microphone attached to one’s computer and receiving pictures and voices back.

INTERNATIONAL COMMUNICATION

International communication is communication occurring across international borders. Previously it was

confined to government to government exchange of information or maintenance of diplomatic relations.
Now with era of globalization, as MNC are expanding their business and the globe it reduced to a village,
international communication in business context is indicated to cross-cultural communication or
communication among people of different cultures.

Cultural Challenges for Communication

1. Globalization and entry of multinational corporations

2. India country of multi cultures
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Dr. Bijay Kushwaha
Business Communication BBA-II-C

3. Movement of population
4. Employment of women

CULTURAL SENSITIVITY

Cultural sensitivity is being aware that cultural differences and similarities between people exist
without assigning them a value – positive or negative, better or worse, right or wrong. It simply
means that you are aware that people are not all the same and that you recognize that your culture is
no better than any other culture. Cultural sensitivity is a set of skills that enables us to learn about and
understand people who are different from ourselves, thereby becoming better able to serve them
within their own communities.

Cultural Diversities

5. Nature of culture
6. Social Customs
7. Style of dress
8. Gender roles
9. Religion and values
10. Concept of time
11. Body language
12. Decision making customs

Communicating Across Diversity

a. Acceptance of unique existence: the first and foremost requirement of communication is

acceptance of unique existence and essence of each individual. Every individual irrespective of
his caste, creed, culture, country and continent should be treated with equal respect. Then efforts
must be made to ensure that the voice of majority should not overrule the undercurrent feelings of
the people from minority community.

b. Learning about the culture: each individual should try to learn something new from the different
cultures. Most of the conflicts among people of different culture are not because of malice but
because of lack of knowledge of other cultures. When the mainstream workers understand each
other’s cultural background, their understanding gaps will be definitely bridged.

c. Cultural diversity-opportunity to understand others: the management should view cultural

diversities as an opportunity to understand others. Moreover people with varied background can
bring new ideas and insights into the business.

d. Touch or refrain from touching: while dealing with people of other cultures, the executive
should touch other or refrain from touching according to the cultures. Touching is a taboo in
some cultures-like British, German, Japanese, Indonesian, etc. But it is welcomed in other
cultures- like Spanish, Italian, Jewish, Arabian, Latin American, etc.

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Dr. Bijay Kushwaha
Business Communication BBA-II-C

e. Recognize the respect that can be shown in different ways: executives should understand that
respect is shown by different persons in different ways. Japanese bow to show respect, Anglos
stand up show respect and Fiji Islanders sit down to show respect.

f. Be careful with different gestures: one should be very careful and conscious about the various
gestures of different cultures. The same gesture conveys something different in other cultures. For
example, the sign of round figure with thumb and index fingers conveys ‘OK’ in US, zero or
worthlessness in France, money in Japan.

g. Deal with language business carefully: language is the main barrier in communicating with the
people of other cultures. Through English is the most commonly used language in most of the
countries, yet significant world populations do not understand English. Even within English
speaking people, there are differences in vocabulary and pronunciation.

Tips of Developing Intercultural Communication Skills

While dealing with people of another culture, one approach is to learn as much as possible about their
language, cultural background, history, social rules and so on. The other way to develop general skills
that help to be adopt in any culture.

One can apply these tips, while interacting with persons of any type of culture;

- Take responsibility for communication that aims at bridging the understanding gap.
- Show respect for the other person through gestures and eye contacts.
- Suspend the judgment for the time being.
- Listen carefully the contents of the message.
- Emphasize commom grounds.
- Do not be distracted by outward appearance like dress, or mannerism.
- Make verbal and non verbal message consistent.
- Learn about variation in customs and practices so that other can feel comfortable.
- Take the other person as an individual with unique existence than generalizing on the basis of
ethnic group.
- Be flexible in habits, preferences and attributes.
- Avoid asking negative questions that put the other person in uncomfortable position.
- Avoid slangs, idioms, and saying as the foreigner may not have complete knowledge of them.

Writing and presenting in international situations

Communication in situation of cultural diversities and cross border shall be different. Though the basic
principles of communication are applicable in very situation. Yet communication in international
situations requires something extra to learn. One should hold basic knowledge of culture of that country
and try to adjust with it.

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Dr. Bijay Kushwaha
Business Communication BBA-II-C

To make oral communication in international situation one should know introductions the different ways
of business introductions among different cultures. For example, the purpose of introduction in Arab
Countries is to establish personal rapport; it is to build network in U.S. people from U.S. prefer to relate
information with business whereas people of Arab countries are concerned with personal information.

Cultural contrast in Business Introductions

U.S. Japan Arab Countries

Purpose of Establish status and job Establish position in Establish personal
Introduction identity group, build harmony rapport
Image of Individual Independent Member of group Part of rich culture
Information Related to business Related to company Personal
Use of Language Informal Friendly; use first name Little talking
Values Openness Directness Action

Here are some potential hot spots in handling oral communication in different cultures;

a. Opening and closing conversation: there is no universally acceptable way of opening and closing
conversation. Different cultures have different customers concerning who addresses whom, who
will speak first and what is the proper way to conclude a conversation.

b. Taking turn during conversation: usually in different cultures, it is appropriate to listen other
thoroughly without comment and immediate response and then take turn of talking. Considering
the context of the conversation, the audience, the level of personal knowledge and level of
relationship between the people interacting in different cultural context-one has to understand
one’s turn of talking in different situations.

c. Interrupting: interruptions such as vocal, physical, or emotional expressions are considered

disrespect or offensive behavior in different cultures. One should know how to avoid
interruptions to maintain the appropriate level of conversation.

d. Use of silence: there are no universally acceptable rules at to silence among different cultures. In
some cultures, silence is perceived as a sign of thoughtfulness to the original speaker. In other
cultures, it leads to discomfort among the persons interacting.

e. Knowing how much to say: there is no universally acceptable rule as to the time and contents of
the message to be delivered. One should know how much time one should take while conveying
the message and how much one should say.

f. Use of humour: there is no universally acceptable rule as to humour. In some cultures, humour is
used to build immediate rapport whereas it is perceived as sign of disrespect among other
cultures.

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Dr. Bijay Kushwaha