LOCAL AND GLOBAL COMMUNICATION

PURPOSIVE COMMUNICATION
Global Communication
Simply refers to exchanging messages of
information from one person or group to
another anywhere in the world.

One of the most common forms of global

communication is social media.
How can communication be Global amidst local cultures?
COMMUNICATION IN A GLOBAL SETTING
Effects of Globalization in Communication
• Communication policy issues have an important impact on a range of
related questions.
• The policy of global policy framework for communication is
emerging as a key structural component of the emerging global
governance framework in general.
Impact of Globalization in Communication
Skills Development
Purposive Communication
1. Virtual Interactions
• Dynamic role of long-distance
collaboration.
• Use of technology as a tool of
communication.
• Modern businesses use communications
media to maximum effect
2. Cultural Awareness in Speech
• People understand nuances of people’s
manner of speech when communicating
across cultures.
• Understanding conflict styles, eye
contact, posture and physical
expressions of different cultures.
3. Cultural Awareness in Body Language
• Time difference
• People accept the
4. Time Differences
• Respect of time difference
• Overcoming the challenge of teaching
and understanding the information
needs of the colleagues according to the
communication styles of different
countries and cultures.
Language Barriers in Global
Communication
Purposive Communication
Language Barriers in Global Communication
1. Clairol marketed a new curling iron in Germany named Mist Stick. In
Germany, “mist” means manure.
2. Coca-Cola’s name was mistranslated when it began selling its product to
the China. The Chinese were told to bite the wax tadpole.
3. When Gerber began selling its baby food in Ethiopia, they used the same
label design as in other countries, featuring a cute infant. However, not
everyone was literate in this country, the custom was that images on the
label only depicted the jar’s content.
Language Barriers in Global Communication
4. When Parker Pen began marketing its pens to Mexico, its motto, “It
won’t leak in your pocket and embarrass you” was literally translated
to, “It won’t leak in your pocket and make you pregnant”
5. Ikea entered the Thai market using the same Swedish names for its
product used all over the world. However, many of these names in
Thai means sex, or have sexual implications.
Causes of Cultural Barriers
Purposive Communication
Language
• Language- Different countries have developed their own language as
a part of their culture and heritage. People are more comfortable
conversing in their own language than to learn new languages.
• One good example is the separation of East and West Germany for
40 years. This caused the language to differ a lot. People of East
Germany had an influence of Russian language whereas West
Germany had influence of English.
Semantics
• Nonverbal communication cannot be relied upon in communicating
with people from a different country as that is also different like
language.
• Signs, symbols, and gestures usually varies in different cultures.
Stereotypes and Prejudices
• Stereotyping is the way people create a picture of a person or a whole
culture, which is mostly negative.
• Anyone belonging to the same culture is overgeneralized as having similar
characteristics and categorizing people accordingly.
• For example, Asian students are stereotyped to be good at Science and
Math which is a positive stereotype. But there is also a negative culture
stereotype of all people following a particular religion like Islam as being
violent.
Behavior and Beliefs
• Cultural differences has caused behavior and personality differences
like semantics, thinking, communication, manners, norms, etc., which
leads to miscommunication.
• For example, eye contact in some cultures is important whereas in
some it is rude and disrespectful.
Ethnocentrism
• Ethnocentrism is the process of evaluating other cultures according
to preconceptions based in the standards and customs of one’s own
culture.
Religion
• Religion is also disrupts communication as it creates a stereotyped
image of people who follow other religions. Some people find it
difficult to talk to people who follow other religions. Some people
find it difficult to talk to people who follow a religion different from
theirs.
• This is because religious views influence how people think about
others and creates differences in opinions.
Technology and Media
Purposive Communication
Technology and Media
• The development of Media and technology have played the vital role
in the process of globalization and global communication.
• Enormous amounts of information can be transferred around the
globe in few seconds because of cable television, ISDN,
digitalization, direct broadcast satellites, and the internet.
Journal Entry #4
• Focus on the effect of globalization in communication