2.
Contribution to tourism
Lesson: Purposive
Communication
Culture and Globalization
Culture
 was derived from a Latin word “colere”,
which means to tend to the earth and
grow, or cultivation and nurture
(Zimmermann, 2017).
Cultural Globalization
 Involves the formation of shared norms
and knowledge with which people
associate their individual and collective
cultural identities.
 Globalization brings increasing
interconnectedness among different
populations and cultures.
Individual and Social Benefits of Culture
1. Intrinsic Benefits - brings people
together (leisure, entertainment,
information, shared experiences)
2. Learnings - improved learning and
valuable skills-education and lifelong
learning
3. Vibrant Communities - social
solidarity, cohesion, social inclusion,
community empowerment, civic
pride, tolerance
4. Betterment - Better health and well-
being- creativity and cultural
engagement improve mental and
physical health
Economic Benefits of Culture
1. Contribution to job creation- from
industrial to ‘creative’ economy
3. Cultural planning- involves broad
community engagement
Culture Sensitivity
What is culture sensitivity?
 An attitude and way of behaving in
which you are aware of and
acknowledge cultural differences; it’s
crucial for such global goals as world
peace and economic growth a well as for
effective interpersonal communication
(Franklin & Mizell, 1995)
Gender Sensitivity
1. Gender Assignment - gender from
birth (biological classification)
2. Gender Role - defined by society and
its view on what a male or female
should be
3. Gender Identity - how a person
identifies and sees himself/herself
4. Gender Attribution - how a
society/culture identifies a person
based on that society’s view of
gender role without knowing the
person’s identification
Cultural Appreciation VS. Cultural
Appropriation
Cultural appreciation is when elements of a
culture are used while honoring the source
they came from. It is important to take note
that appreciation involves respect and value.
Cultural appropriation is taking intellectual
property, traditional knowledge, cultural
expressions, or artifacts from someone else’s
culture without permission. This can include
unauthorized use of another culture’s dance,
dress, music, language, folklore, cuisine,
traditional medicine, religious symbols, etc.
Examples of Cultural Appropriation
1. Performing at the American Music
Awards in 2013, Perry dressed as a
geisha and wore a full kimono, tabi
socks, lacquered hair, geiko pancake
and heavily powdered her face
2. Selena Gomez wore a Hindu bindi
on her forehead as a fashion
statement.
“The bindi on the forehead is an
ancient tradition in Hinduism and has
religious significance. It is also
sometimes referred to as the third
eye and the flame, and it is an
auspicious religious and spiritual
symbol ... It is not meant to be
thrown around loosely for seductive
effects or as a fashion accessory
aiming at mercantile greed.”
3. Victoria's Secret model Karlie Kloss
donned a leopard print bikini and a
floor-length, Native American
headdress while walking the runway
during a show in 2012.
Language Varieties
1. Pidgin
- a new language which develops in
situations where speakers of different
languages need to communicate but
don’t share a common language. The
vocabulary of pidgin comes mainly
from one particular language called
the ‘lexifier’.
2. Creole
- a pidgin that has become a native
language of a community
- has taken most of its vocabulary
from the lexifier, but has its own
unique grammatical rules
- not restricted
3. Regional Dialect
-not a distinct language but a variety
of a language spoken in particular
area of a country.
4. Minority Dialect
- a variety of language used by
minority ethnic group which they use
as a marker of identity, usually
alongside a standard variety.
5. Indigenized Variety
-spoken mainly as second languages
in ex-colonies with Multilingual
populations.
Language Registers
1. Static Register/Frozen Register
- style of communications that rarely
or never changes and does not
require feedbacks
2. Formal Register
- language used in formal settings
and usually follows a commonly
accepted format
3. Consultative Register
- a professional discourse which is
formal and the users are
accompanied by societal
expectations
4. Casual Register
- informal language used by peers
and friends (slang, vulgarities,
colloquialisms)
5. Intimate Register
- used in ‘private’ communication
and is reserved for close family
members or intimate people