GE1711

Local and Global Communication in Multicultural Settings

I. Communication in Multicultural Settings

A. Multiculturalism
• A person respectful of and engaged with people from distinctly different cultures is called
multiculturalist (Gamble, T. & Gamble M., 2013).
• It is the view that cultures, races, and ethnicities, particularly those of minority groups, deserve
special acknowledgment of their differences within a dominant political culture.
• It is the co-existence of diverse cultures, where culture includes racial, religious, or cultural groups
and is manifested in customary behaviors, cultural assumptions and values, patterns of thinking,
and communicative styles.
• It is a kind of policy that aims at protecting cultural diversity.

B. Multicultural vs. Intercultural

Multicultural refers to a society that contains several cultural or ethnic groups. People live alongside
one another, but each cultural group does not necessarily have engaging interactions with each other.
For example, in a multicultural neighborhood people may frequent ethnic grocery stores and restaurants
without really interacting with their neighbors from other countries.

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Intercultural describes communities in which there is a deep understanding and respect for all
cultures. Intercultural communication focuses on the mutual exchange of ideas and cultural norms and
the development of deep relationships. In an intercultural society, no one is left unchanged because
everyone learns from one another and grows together.

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C. Challenges on Multicultural teams (Brett, Behfar, and Kern, 2006)

1. Direct versus indirect communication
Communication in Western cultures is typically direct and explicit. The meaning in on the
surface and the listener doesn’t have to know much about the context. Unlike in some cultures in
which the meaning is embedded in the way the message is presented.
2. Trouble with accents and fluency
Although English is the international business language, misunderstandings or deep
frustrations may happen because of non-native speakers’ accents, lack of fluency, or problems with
translation and usage.
3. Differing attitudes toward hierarchy and authority
In a Korean-U.S. negotiation, the Americans were having difficulty getting information from their
Korean counterparts, so they complained directly to higher-level Korean management, nearly
wrecking the deal. The higher-level managers were offended because hierarchy is strictly adhered
to in Korean organizations and culture. It should have been their own lower-level people, not the
U.S. team members, who came to them with a problem. And the Korean team members were
mortified that their bosses had been involved before they themselves could brief them. The crisis
was resolved only when high-level U.S. managers made a trip to Korea, conveying appropriate
respect for their Korean counterparts.

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4. Conflicting norms for decision making

Cultures differ in terms of making decisions, how quickly it should be made, and how much
analysis should be done beforehand. Not surprisingly, American managers like to make decisions
very quickly compared with managers from other countries.

D. Multicultural Communication Tips (American Management Association, 2005)

1. Simplify your message by using less complex sentence structures and vocabulary.
2. Never shout to be understood.
3. Define the meaning of critical technical words and acronyms.
4. Avoid non-standard abbreviations, such as “U R” for “you are.”
5. Be patient and try to follow team members’ ideas and logic, which may be different from yours.
6. Ask people to repeat once, maybe twice, if you do not understand them. If that does not work, ask
them to say it in a different manner.
7. Remain cool and composed, even when you have made a mistake that results in embarrassment
for you or when you feel embarrassed by others (in most cases, they did not mean to embarrass
you).
8. When you feel strong emotions about something said or done by someone who comes from a
culturally different background than you do, clarify their meanings and intentions before you express
your emotions.
9. If you cannot think of any positive interpretation of someone else’s actions or words, chances are
you are missing something. Clarify with the person or with someone who has experience in dealing
with similar cultural groups.
10. Adapt your space requirements to those of your counterparts whenever possible. You can judge
someone’s comfort zone by the distance to which they extend their hand when shaking hands.
11. When someone does or says something that seems weird and/or wrong, give him/her the benefit
of the doubt. Ask yourself: “How else could I interpret these words or actions?”
12. Communicate important messages via several different media to ensure that they are received.
Make sure that all the messages are consistent.

II. Cultural and Gender Sensitivity

A. Ethnocentrism and Cultural Relativism
• Ethnocentrism is a view or opinion that one’s own group is the center of civilization; all other groups
are merely a reflection of one’s own group, and one’s own way of life is the best way of life; group
can be defined by economics, race, religion, caste, or class; some degree of ethnocentrism is
known in all societies and cultures; racism and extreme nationalism are examples.
• Cultural Relativism is the view that moral or ethical systems, which vary from culture to culture, are
all equally valid and no one (1) system is really “better” than any other.

B. Differences in Customs and Behavior (Adler and Elmhorst, 2012)

1. Formality
In the United States and Canada, first names are seen as friendly and indicative of fondness
and attachment. In other countries such as Mexico, Germany, and Egypt, titles are important way
of showing respect and it is best to use them until you are invited to a first-name basis.
2. Social Customs
Japanese use bow (lower is more respectful), Thais use wai (pressed palms with a head bow),
and Europeans and South Americans use handshake as their greeting.
In Japan, business cards are given and received with care. The recipient should use two (2)
hands and study the card carefully, treating it with the same respect s/he would give its owner.
Many cultures have gift giving as a part of the business protocol. In China, it is important to avoid
giving gifts in sets of four (4). Cows are sacred to India so gifts of leather should be avoided.
3. Styles of dress
For men, the standard Western business suit is common in many urban settings. For both men
and women abroad, conservative dress will take you much further than the latest fad or fashion.

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4. Time
There are two (2) views regarding time in different cultures. North Americans have a
monochromic view of time, seeing it as an almost tangible substance. Tasks are performed in a
scheduled order, one (1) at a time. On the other hand, cultures with a polychromic view are less
concerned with punctuality. It is not that being punctual is unimportant; it is just that other relational
factors may take priority.
5. Conflict styles
The cultural avoidance of conflict means a Korean will probably not say “no” directly to you,
fearing that you will lose face and suffer embarrassment. You may be told that s/he will consider
the matter or that it would be very difficult to decide. This attitude creates problems with more
aggressive standards that an American usually bring up to transactions.
6. Gender Roles
Women from North America, Western Europe, and Australia are likely to be amazed by the way
they are regarded in some overseas cultures, where ideas of appropriate feminine behavior are
quite different. In some Asian countries and Muslim countries, women may find they are omitted
from important conversation or overlooked in negotiations because of designated gender roles.

C. Gender sensitivity
• It refers to the aim of understanding and taking account of the societal and cultural factors
involved in gender-based exclusion and discrimination in the most diverse spheres of public
and private life. It focuses mainly on instances of structural disadvantage in the positions and
roles of women (Sribar, 2015).

D. United Nations Development Programme’s Six (6) Principles of Gender Sensitive

Communications
1. Ensure that women and men are represented
Both men and women should be seen, heard, and treated equally in corporate media products
and messages. It is important to ensure that quotes from both men and women are included in
press releases, stories, and other communications.

2. Challenge gender stereotypes

Gender stereotypes limit and trivialize both women and men, presenting inaccurate images.
Example:
Gender biased
ASEAN Business Forum attendees and
their wives are invited.
John and Mary both have full-time jobs; he
helps her with the housework.
Research scientists often neglect their
wives and children.
The average construction worker is
experiencing impacts on his health due to
hazardous working conditions by the age of
35.
Gender sensitive
ASEAN Business Forum attendees and
their partners are invited.
John and Mary both have full-time jobs;
they share the housework.
Research scientists often neglect their
families.
Recent research revealed that construction
workers are experiencing
impacts on their health due to hazardous
working conditions by the age of 35.

3. Avoid exclusionary forms

Exclusionary forms of language indicate the use of “he”/“his” when referring to both a female
and male, which excludes females. One (1) can use “he” and “she” to be inclusive, or use the plural
‘they’ to avoid using any gendered pronouns.
Example:
Gender biased Gender sensitive
Each employee will do better if he has a Employees will do better if they have a
voice in the decision. voice in the decision.

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Dear Mothers, please ensure that your
children wash their hands after using the
bathroom.
Everyone must do his part.
The employer will address the situation
when he is ready.
Dear Families, please ensure that your
children wash their hands after using the
bathroom.
Everyone must do their part.
The employer will address the situation
when ready.

4. Use equal forms of address

Addressing women by their marital status is an old practice dating back to the 1700s. Women
were often called by their husband’s full name, for example: ‘Mrs. John Smith.’ Nowadays however,
this practice is no longer appropriate.
In the same way, women are often referred to as someone’s partner, instead of an individual in
their own right. Clearly, this creates an imbalance in who is deemed important in public life. It is
good practice to avoid referring to women as somebody’s wife, widow or mother unless absolutely
necessary.
Example:
Gender biased Gender sensitive
Miss, Mrs. Ms.
Men and ladies Men and women / women and men
Man and wife Wife and husband / husband and wife
Juan Dela Cruz and his wife Juana. Mr. and Ms. Dela Cruz / Ms. And Mr. Dela
Cruz
Mrs. Juan Dela Cruz Juana Dela Cruz, Ms. Juana Dela Cruz

5. Create a gender balance

Generics are nouns and pronouns intended to be used for both women and men. For example,
the terms ‘fatherland’ or ‘mankind’ describe concepts that encompass men and women but both
terms are evidently male-dominated. Male-specific generics tend to call up primarily male images
for readers and listeners. It is best to avoid such generics, to create a more gender-inclusive
language.
Similarly, word order can often give the assumption that one (1) sex is superior to the other, or
that the latter sex is an afterthought. For example, using the phrases men and women, or ladies
and gentlemen, may give this impression. Instead, it is better to address groups of people with
generic terms. For example, addressing a group as colleagues or members of the delegation avoids
using any gender bias.
Example:
Gender biased Gender sensitive
Fatherland Native land
Mother tongue Native tongue
Man’s search for knowledge has led him to The search for knowledge has led us to
impressive scientific discovery. impressive scientific discovery.

People have continually sought knowledge.

Juan Dela Cruz and his wife Juana.
This project aims at building the
entrepreneurial capacities of men and
women in the district. Outputs will include
business trainings for salesmen and owners
of small enterprises
Mankind
This led to improved
scientific discovery.
Mr. and Ms. Dela Cruz / Ms. And Mr. Dela
Cruz
This project aims at building the
entrepreneurial capacities of women
and men in the district. Outputs will
include business trainings for
salespeople and owners of small
enterprises.
Humanity, human beings, people

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6. Promote gender equality thorough titles, beliefs, and names

Titles for people and occupations often reflect inequitable assumptions about males and
females; gender-sensitive language promotes more inclusive and equitable representations or both
females and males.
Referring to a woman as a ‘career woman’ instead of a ‘professional’, or to a server as a
waitress can exacerbate inequality, as women are not perceived as equal to men.
Additionally, feminine suffixes such as –ess or –ette can also reinforce the notion that women
are subordinate, or doing a different job to men. For example, instead of using actress or
stewardess, for women professionals, it is better to use the generic term (actor or flight attendant)
to avoid promoting gender inequality.
Example:
Gender biased Gender sensitive
Salesman / saleswoman Sales clerk; sales person; sales
representative
Career woman Professional, executive; business person
Stewardess; waitress Flight attendant; waiter / server
Male nurse Nurse
Congressman Member of Congress
Spokesman Spokesperson

References:
Adler,. R., & Elmhorst, J., (2012). Communicating at work: principles and practices for business and the
professions. New York: McGraw Hill.
Brett, Jeanne & Behfar, Kristin & Kern, Mary. (2006). Managing Multicultural Teams. Harvard business
review. 84. 84-91, 156. Retrieved from
https://www.researchgate.net/publication/6666162_Managing_Multicultural_Teams.
Cultural relativism. (n.d.). Retrieved from https://www.allaboutphilosophy.org/cultural-relativism.htm
Defining Multiculturalism. (n.d.) Retrieved from https://www.ifla.org/publications/defining-multiculturalism
Eagan, J. (2015). Multiculturalism. Retrieved from https://www.britannica.com/topic/multiculturalism
Ethnocentrism. (n.d.) Retrieved from https://kids.britannica.com/students/article/Ethnocentrism/311180
Gamble, T. & Gamble, M. (2013) Communication Works. McGraw-Hill-Higher Education.
Multiculturalism. (n.d.) Retrieved from http://www.iep.utm.edu/multicul/
Multicultural communication tips. (n.d.). American Management Association. Retrieved from
http://www.amanet.org/training/articles/multicultural-communication-tips.aspx.
Principles of gender-sensitive communication. (n.d.). United Nations Development Programme. Retrieved
from http://www.jm.undp.org/content/dam/jamaica/docs/gender/JM-AUG-29-
UNDP%20Gender%20Seal-Principles%20of%20gender-sensitive%20communications.pdf.
Sribar, R. (2015) Glossary of common terms in gender equality and feminist theory. Gendering Science:
Slovenian Surveys and Studies in the EU Paradigms, Vienna: Echoraum Retrieved from
http://eige.europa.eu/rdc/thesaurus/terms/1218.
What’s the difference between multicultural, intercultural, and cross-cultural communication? (n.d.) Retrieved
from https://www.springinstitute.org/whats-difference-multicultural-intercultural-cross-cultural-
communication/

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