PURPOSIVE COMMUNICATION

CHAPTER 2 COMMUNICATION AND GLOBALIZATION

COMMUNICATION

The word COMMUNICATION is simply the act of transferring information from one place, person or
group to another.

 One sender, a message and a recipient.

 Sent by the sender through a channel to the receiver/s
 Verbal, Non-Verbal, Written, and Visualizations

GLOBALIZATION

supplanting an earlier French term mondialization

developed its current meaning globalization

globalization came into popular use

 The word GLOBALIZATION is the spread of products, technology, information, and jobs
across national borders and cultures.
 Interdependence of nations through free trade
 Increases interactions between different regions and populations
 One of the most powerful sources of change in the world

GLOBALIZATION AND THE GLOBAL VILLAGE

 The late Herbert Marshall McLuhan, a Canadian media and communication theorist, coined the
term “Global Village” in the year 1964 to describe the phenomenon of the world's culture
shrinking and expanding at the same time due to persuasive technological advances that allow
instantaneous sharing of culture.
 The word GLOBAL VILLAGE is about the world considered as a single community linked by
telecommunications.

 Easy travel, mass media and electronic communications

 Idea that people become a single community
 Interconnection due to propagation of media technologies

DEFINITION OF CULTURE

 The word CULTURE is the patterns of learned and shared behavior and beliefs of a particular
social, ethnic, or age group.
 Complex whole of collective human beliefs.
 Language, customs, values, norms, mores, rules, tools, technologies, products, organizations,
and institutions.

CULTURE IS…
  Learned through active teaching, and passive habitus.
 Shared meaning that it defines a group and meets common needs.
 Patterned meaning that there is a recourse of similar ideas. Related cultural beliefs and practices
show up repeatedly in different areas of social life.
 Adaptive which helps individuals meet needs across variable environments.
 Symbolic which means that there are simple and arbitrary signs that represent something else,
something more.

FIVE COMPONENTS OF CULTURE

 Symbols
 Language
 Values
 Beliefs
 Norms

1. SYMBOLS
 A thing that represents or stands for something else, especially a material object representing
something abstract. Either physical or non-physical.

Example:

 A flag is a symbol of a physical symbols.

 Bows and curtsies are examples of non-physical symbols.

2. LANGUAGE
 Used for communication
 Written or spoken
 When a culture uses the same basic language as another culture, differences in terminology and
inflection create new meanings.

3. VALUES
 Acceptable behavior within the society
 Different for each group to which a person belongs

Example:

 Acceptable in the family group to eat certain foods that are not accepted within the religious
group a person chooses.

4. BELIEFS
 Fulfill the spiritual needs of a culture
 A whole culture can be based on one set of beliefs, yet a larger cultural group may have many
different sets of beliefs.

5. NORMS
 Rules, mores and traditions within a culture
 As a group develops laws and regulations, norms change.
 Traditions are norms that a culture holds onto once the norms are no longer common.

Example:

 Wearing certain clothing for a holiday is an example of a norm that has become a tradition.
 CHARACTERISTICS OF CULTURE

FIVE CHARACTERISTICS OF CULTURE

 Learned
 Shared
 Based on Symbols
 Integrated
 Dynamic

1. CULTURE IS LEARNED
 It is not biological; we do not inherit it.
 We learn culture from families, peers, institutions, and media.
 The process of learning culture is known as Enculturation.

2. CULTURE IS SHARED
 Because we share culture with other members of our group, we are able to act in socially
appropriate ways as well as predict how others will act.
 Despite the shared nature of culture, that doesn’t mean that culture is homogenous (the same).

3. CULTURE IS BASED ON SYMBOLS

 A symbol is something that stands for something else.
 Symbols vary cross-culturally and are arbitrary.
 Language, money and art are all symbols. Language is the most important symbolic component
of culture.

4. CULTURE IS INTEGRATED
 This is known as Holism, or the various parts of a culture being interconnected.
 All aspects of a culture are related to one another and to truly understand a culture, one must learn
about all of its parts, not only a few.

5. CULTURE IS DYNAMIC
 Cultures interact and change because most cultures are in contact with other cultures, they
exchange ideas and symbols.
 All cultures change, otherwise, they would have problems adapting to changing environments.

ADAPTATION TO NEW CULTURES

 It is an ongoing process where you experience new cultures, where you can learn new
development to yourself and find new ability that can make develop your confidence.
 In the beginning, it will feel uncomfortable because of the new environment because they wear
different clothes, speak the different language, read their different language and do their different
lifestyle. In the first place you will experience culture shock and ignorance.

CULTURE SHOCK
  A certain
person experience ignorance and feel unfamiliar way of life due to immigration because of the
new culture.

FOUR STAGES OF CULTURE SHOCK

 Honeymoon Phase
 Negotiation Phase
 Adjustment Phase
 Reverse Culture Shock

1. HONEYMOON PHASE
 Newly arrived and excited about the new surroundings. They are very positive about their
relocation and the newness of the place.

2. NEGOTIATION PHASE
 You can experience homesickness, were you do the things that you are not familiar with.

Example: Taking transportation, language barrier where people will judge you, and day to day task

STEREOTYPE-It may help the ego of someone suffering from severe culture shock.

ATTITUDE: A FACTOR FOR SUCCES

 People who have good attitude can be successful in adapting the new culture and those people
who don’t have just leave the place earlier than expected.

3. ADJUSTMENT PHASE
 6 to 12 months, people usually begin to grow because they know what to expect from their
surroundings. Doing the same thing every day become a routine.

4. REVERSE CULTURE SHOCK

 People will adjust also to their old ways, were you already adopt the new culture and when
you return to your old ways it will be challenging.

THREE MAIN TYPES OF REACTION

 Rejecters
 Adopters
 Cosmopolitans

REJECTERS

 People try to separate themselves from others so the result is for them to return to their old homes
because that’s the only way they will feel the same harmony of the environment again.

ADOPTERS

 Some people tend to embrace the new culture during that time they are losing their original
identity and decided to stay and live there forever.

COSMOPOLITANS

 People manage to adapt the new culture positively while keeping their original identity were, they
create their own way of living.

FIVE TIPS TO COUNTER CULTURE SHOCK

  Learn the language
 Prepare for cultural differences
 Be open-minded
 Be patient
 Take time-off
1. LEARN THE LANGUAGE
 Learning the national language(s) spoken in your adopted country will help you communicate,
and reduce the effects of culture shock and misunderstanding

2. PREPARE FOR CULTURAL DIFFERENCES

 The more you know about the culture of your host country, the more prepared you will be for a
different way of life, and the easier it will be for you to cope with new ideas and experiences

3. FIVE COMPONENTS OF CULTURE

 Be open to accepting cultural differences and alternative ways of doing things.

4. BE PATIENT
 Be patient with yourself and allow yourself to make mistakes and learn from them as you go
along.

5. TAKE TIME OFF

 Taking a break from all that is unfamiliar helps. When adapting seems difficult, take part in a
familiar activity (read a book, watch a movie or listen to music in your home language). S

THE NATURE OF COMMON CULTURAL DIFFERENCES

CULTURAL DIFFERENCES

 The word CULTURE DIFFERENCES involves the integrated and maintained system of socially
acquired values, beliefs, and rules of conduct
 Contributes to persons’ relationship with their external environment
 Causes behavior and personality differences like body language, thinking, communication,
manners, norms, etc.

1. INDIVIDUALISM vs. COLLECTIVISM

 In Individualistic societies, people define themselves in terms of ‘I’ and their unique attributes.
Autonomy and independent thought are valued and the interests and goals of the individual
prevail over group welfare. Personal attitudes and needs are important determinants of behavior.
Ties between members are loose.
 In Collectivistic societies, people define themselves in terms of ‘we’ and their group
memberships. Members are integrated into strong, cohesive in-groups. Social interdependence
and collective harmony are valued. Relational ties and obligations are important determinants of
behavior; group goals take precedence over individual goals. Shared living is emphasized.
Extended families (with uncles, aunts, and grandparents) provide protection in exchange for
unquestioning loyalty.

2. ORIENTATION TIME
  Cultures with a Future Orientation have a strong tendency and willingness to imagine
future possibilities. Members set long-term goals, develop plans, and work hard and
persevere to achieve their ambitions. They delay gratification and display a strong
propensity to save and invest.

3. GENDER EGALITARIANISM
 Biological constraints in childbearing have long dictated societal norms about the roles of
men and women in many societies. But outside childbearing, sex-role distinctions are
purely social constructions. Societies differ with respect to the extent to which they
define different social and emotional roles for males and females.

4. ASSERTIVENESS
 Societies with low Gender Egalitarianism typically display high Assertiveness. These
societies value assertive, dominant, and ‘tough’ behavior in both genders. Strength is
admired. Aggression is viewed positively (for example, aggression is associated with
winning).
5. DOING vs. BEING
 A Doing Orientation encourages self-assertion to master, direct, and change the natural
and social environment to achieve group or individual goals.
 A Being Orientation stresses fitting into the world as it is. Members focus on appreciating
and understanding the world rather than trying to change, direct, or exploit it. Important
values include world peace, unity with nature, and protecting the environment.

COMMUNICATING WITHIN AND ACROSS CULTURES

KINDS OF RESPONSES

 Avoiding
 Accommodating
 Forcing
 Educating-Persuading
 Negotiating-Compromising
 Collaboration-Problem Solving

1. AVOIDING We refuse to comply or do business in cultures that operate according to ethical

principles that differ from ours.
2. ACCOMODATING We can accept the different ethical system and conform to practices different
from ours.
3. FORCING We can insist on doing business in a way we believe is ethically proper.
4. EDUCATING-PERSUADING We can try to convince the people with whom we want to do
business why our ethical principle is more appropriate.
5. NEGOTIATING-COMPROMISING We and the other party can each give up something to
negotiate a settlement.
6. COLLABORATION-PROBLEMSOLVING We can work with the other party to face the
problem directly and reach a mutually satisfying solution.

GUIDELINES ON DEVELOPING INTERCULTURAL COMPETENCE

INTERCULTURAL COMPETENCE

 Ability to function effectively across cultures, to think and act appropriately, and to communicate
and work with people from different cultural backgrounds – at home or abroad.

1. WIDEN YOUR FIELD OF EXPERIENCE BY MAKING NEW CONTACTS

 Getting to know people coming from your targeted group whose culture differs from yours make
you understand the group and their culture better.
 2. LEARN ABOUT THE HISTORY AND THE EXPERIENCES AND ASPIRATIONS OF
PEOPLE FROM DIFFERENT CULTURES
 Taking a course or reading books about people of diverse cultures makes you experience their
cultures vicariously, allowing you to understand and appreciate them more.
3. EXAMINE YOURSELF FOR POSSIBLE STEREOTYPES
 Being fair-minded and unprejudiced makes you realize the possibility that some of your
judgments are unfair and wrong.
4. LOOK AT THE WORLD FROM SOMEONE ELSE’S WAY OF LOOKING AT AND
THINKING ABOUT SOMETHING, NOT JUST YOURS
 Be emphatic; try to understand other’s perspective-how they make sense of their world-and try to
experience what and how they feel.
5. WORK ON BECOMING MORE SELF-CONFIDENT
 The better we feel about ourselves, the more likely we are to feel good about others, too, and the
more able we are not only to understand them but also to learn from them.
6. APPRECIATE CULTURAL SIMILARITIES AND DIFFERENCES
 It allows you to understand the members of different cultural groups and helps you establish
better intercultural relationships and interactions.
7. ACKNOWLEDGE THE ESSENTIAL EQUALITY AND VALUE OF ALL CULTURES
 Never feel superior to people belonging to any other cultural group, even a minority one.
8. BE SENSITIVE AND INTERPRET CULTURAL STYLES OF COMMUNI-CATION
 Develop the ability to understand the communication symbols of the target culture-its verbal
language, signs, gestures, body language, and customs.

BARRIERS TO EFFECTIVE INTERNATIONAL COMMUNICATION

1. ETHNOCENTRISM
 We implicitly believe our way of doing things and seeing things is the right and only way.
2. STEREOTYPING
 It’s also common to rely on oversimplified clichés about people from different cultures.
3. PSYCHOLOGICAL BARRIERS
 To manage cross-cultural teams successfully, you need to flex your own style. It’s not easy to go
against your natural preferences. People can feel unauthentic and incompetent.
4. LANGUAGE BARRIERS
 All groups have a common language, but when some people are more fluent than others, it creates
social distance between members.
5. GEOGRAPHICAL DISTANCE
 In global virtual teams, people don’t get the chance to interact and build relationships with each
other as in a traditional office environment.
6. CONFLICTING CULTURAL VALUES
 Culture is like an iceberg: what you see are the behaviors, and those are influenced by the
invisible values under the water line.

IMPACT OF TECHNOLOGY ON COMMUNICATION

POSITIVE IMPACT

 No Barriers
 Strengthened Relations
 Better Solutions
 Online Schools
 Impact On Relations
 Development

NEGATIVE IMPACT

 Impact on Interpersonal Communication

 Effect on Non-Verbal Communication
 Near Yet Far
 Reduced Social Interactions
 Led to Many Addictions
 Malicious Motives
1. NO BARRIERS
 Communication is now easy; in case of situations when you want to convey something urgently
to someone, mobiles and emails come in handy.
2. STRENGTHENED RELATIONS
 Technology has made it easy to keep in touch with old contacts, and has also helped strengthen
relationships
3. BETTER SOLUTIONS
 Technology has brought the world closer and promoted exchange of thoughts to find better
solutions to any problem
4. ONLINE SCHOOLS
 Services like video-conferencing has made it possible to give best education to students via
expert faculty on the web.
5. IMPACT ON RELATIONS
 Technology is the rationale behind the success of long-distance relationships. Video chats and
social networking sites have played a big role in keeping people in touch.
6. DEVELOPMENT
 Technological advancements in the modes of communication have promoted faster decision-
making, and led to the development and progress of the world.

1. IMPACT ON INTERPERSONAL COMMUNICATION

 A major reason for this tendency is increased frequency of communication through texting and
chatting on websites.
2. EFFECT ON NON-VERBAL COMMUNICATION
 Technological means have also affected nonverbal communication. Lack of face-to-face
interaction has reduced the nonverbal grasping power of individuals
3. NEAR YET FAR
 Communication is missing, parents are not technology savvy and not used to the communication
styles of their kids, and this has increased the generation gap.
4. REDUCED SOCIAL INTERACTIONS
 Consider the socializing among people. Life has changed a lot; there are no social meetings and
get-togethers (the frequency has reduced).
5. LED TO MANY ADDICTIONS
 People have literally become addicted to the Internet and cell phones, and this addiction has led to
many anxiety disorders. People addicted to the Internet feel lonely and isolated.
6. MALICIOUS MOTIVES
 Many people abuse the social networking sites and communicate to unsuspecting beings
pretending someone else. This tendency of people has done more harm than good.