MODULE # 3

Course Code : GEC5

Course Title : Purposive Communication
Place of the Course
In the Program : General Education

LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTINGS

Introduction

Culture is manifested in our actions and affects how we tell the world who we are and what
we believe in. It is also the basis for how we behave in a certain communication context. Through
the use of language, wide perspectives of reality have been opened and this included dealing with
people in the context of local and global communication. Communication takes place within a
particular culture. The way we respond to others different from us can have an impact in our
relationship with them. Words and body language are used in verbal and nonverbal
communication. They make a significant impact in communication. Words and body language
vary from region to region and from country to country. This makes intercultural communication
interesting.

Intended Learning Outcomes

1. Raise awareness about communication in a multicultural settings.

2. Explain the principle of Cooperative Conversation
3. Discern culturally appropriate words, greetings and expressions and body
language in an intercultural setting.
4. Manifest sensitivity and intercultural awareness in the communication of ideas.

Discussion

 Principle of Cooperative Conversation

Local and global communications are kept constant in a multicultural setting. It requires
the need to foster cooperative conversation for a successful communication.
The concept of the cooperative Principle proposed by the Philosopher H. Paul Grice
explains that those involved in communication assume that both parties normally seek to
cooperate with each other to establish agreed meaning.

o Grice’s Four Maxims in Conversation

1. Maxim of relation. Every interlocutor should be relevant in conversation.
They need to be relevant in communicating, requiring them to respond
based on cultural and contextual requirements.
2. Maxim of quantity. Grice underscores that every interlocutor should
observe a “fair-share-talk of time.” Everyone should be given the
opportunity to talk.
 3. Maxim of quality. Every interlocutor should maintain what is true in a
given conversation. Do not add nor deduce information. Always maintain a
very good reputation whenever you talk. Manifest honesty in words in order
to talk with quantity.
4. Maxim of manner. In the local culture, the manner of saying a word is
more regarded than its content. How a person negotiates meaning is very
important in conversation. Clarity of speech should be observed so that you
will not be misinterpreted.

 Modes of Communication
Words are primary in communication, but gestures would even make a meaningful
communication.

 Words, Greetings, and Expressions Used in Intercultural Communication

WORDS FILIPINO/ SPANISH KOREAN MANDARIN/

TAGALOG CHINESE
goodbye paalam adiós annyeong záijian
thank you salamat gracias gomawo/ xié xié ni
kamsahamnida
I love you mahal kita te amo saranghaeyo wǒ ái nĭ
you’re walang anuman de nada chonmaneyo búkéqí
welcome
take care ingat cuidate jalkaseyo băozhòng

 Body Language Used in Intercultural Communication

The language spoken by the body in terms of facial expressions, hand gestures,
postures and other body movements is known as body language. Body languages expresses
a person’s inner thought and feelings. It is one way of expressing one’s emotion. Examples
of these are the following: frowning may mean one is worried or displeased and turning
one’s back and moving away may imply avoidance.
Body language covers a wide variation of gestures, body positions and even the
distance that we consider safe or acceptable when one is involved in a communication
process. Hand signals, finger signals, hand positioning and making faces are also
considered as body language used in non- verbal communication. In our written
communication nowadays, we also use emotional icons (emotions). We communicate
primarily nonverbally and verbally.

The following are examples of body language used in multicultural settings:

a. Eye Contact. Eye contact may have different meaning to other cultures. Some
Muslim countries have laws about not to have eye contact between opposite
genders.

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b. Hand Signal. Hand signals can be misinterpreted in some parts of the world.

 Shaking Hands. The most common greeting around the world is a

handshake. Shaking hands can be a bit confusing as there are number of
variations such as handshakes used on meeting, parting and expressing
gratitude. Generally, in business one is told to have a firm and steady grip
when shaking hands.
 A-Ok sign. The Ok sign is not offensive everywhere, however, it is not Ok
to use it in many parts of the world. In Brazil, Germany and Russia, the OK
sign is a very offensive gestures because it is used t depict a private body
orifice. The OK sign in the United States actually means “okay”, however,
in Japan it means money and signifies “zero” in France.
 Thumbs-up. The thumps-up gesture is commonly used in many cultures to
signify a “job well done”. However, if you are in Australia, Greece or in the
Middle East, this gesture would mean “Up yours” or “Sit on this”. The
thumbs up gesture can also create miscommunication when it comes to
counting using ones’ fingers. In Germany and Hungary, the upright thumb
is used to represent the number 1, and number 5 in Japan.
 Peace Sign (V sign). This gesture was made popular by Winston Churchill
during the World War II which means peace or victory. In other countries
like Australia, United Kingdom and South Africa, if you make a “peace
sign” with your palm facing inward, this means “Up yours”.
 Pointing with the index finger. Simply pointing with the index finger at
something or someone is offensive in many cultures. It is a very rude thing
to do in China, Japan, Indonesia, Latin America and many other countries.
In Europe, this gestures is considered as impolite. In many African
countries, the index finger is used ONLY for pointing at inanimate objects
but never at people. For them, it is better to point at something or someone
with an open hand with all your fingers together.
 Curling the index finger (dog call). Curling the index finger with the palm
facing up is a common gesture that people in the US use to tell someone to
come closer. It is mostly seen to be carried out by a tempting woman to her
man. However, it is considered a rude gesture in Slovakia, China, East Asia,
Malaysia, Singapore and Philippines. This gesture is used only to call dogs
in many Asian countries. In Singapore, this gesture signifies death.

c. Nodding the Head. Nodding the head generally means agreement or approval. For
the Bulgarians, they have an unusual manner of saying yes or no. Nodding up and
down signifies a negative.

d. Facial Expressions. Facial expressions convey a range of emotions. It can explain

a lot about what is going on in the mind. When we receive bad news, there is a
series of physical signals, reactions happening in our bodies; our lips compress, we
clench our jaws, nervously rub our necks, we squint and lower our chin.

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 The ABC’s of Intercultural Communication
Communication is complex because of the cultural and contextual factors embedded in it.
Although effective communication is difficult to achieve because of these considerations,
good communication is attainable. Lewis (2008) provided the following ABC’s of
intercultural communication.

A- Acknowledge
-Differences in communication style should be acknowledged. Every person in a
group has a particular communication style which gives her/his own identity in
communicating.
B- Bi-level
-Communication does not only uphold speaking and listening but also require a
holistic process that includes verbal and non-verbal channels.
C- Clarify
- If you are doubtful of your understanding about what is being communicated, ask
for clarification. Devote a little extra time to verify understanding so that you can save time
and avoid frustration.

 Cultural Communication Barriers

These barriers obviously give difficulty in understanding people, whose language is

different, and evidently challenge people who are trying to work harmoniously with others
of a different background.

1. Language barrier. Language is evidently the primary barrier of communication in

second and foreign language contexts.
2. Hostile stereotypes. Stereotypes are generalizations or assumptions people make
about the characteristics of members of a group, based on an image about what
people in that group are like.
3. Behaviour Differences. Differences of behaviour between employees of different
cultures can cause misunderstandings. Every culture has its norm about what is
regarded as appropriate behaviour.
4. Emotional display. What is considered appropriate display of emotion in one
culture may not be appropriate in another culture.

 Enhancing Oral Communication in a Multicultural Setting

1. Learn foreign phrases
2. Use simple English
3. Speak slowly and enunciate clearly
4. Observe eye messages
5. Encourage accurate feedback
6. Check frequently for comprehension
7. Accept blame
8. Listen without interrupting
9. Smile when appropriate
10. Follow up in writing (letters, proposals and contracts)

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 Developing Written Communication to Multicultural Audiences
Your writing style and tone should be appropriate to the culture of the receiver and context
where it was written.

1. Consider local styles. Documents have their standard formats; hence, writers
should know which one is followed or recommended by the receiver of the
document.

2. Observe titles and status. Use last names, titles, and other signs of rank and status.

3. Use short sentences and short paragraphs.

4. Avoid ambiguous expressions. Use action-specific words (e.g. purchase a

computer rather than get a computer).

a) Idioms and figurative clichés. This form of language uses words and
expressions with a meaning that is different from the literal interpretation.
Examples:
Beat the clock- to do something before the deadline
Go with the flow- to do what people do and accept things as they are
Bend the law or bend the rules- to cheat a little bit without breaking the law
Do the dirty work- to do the disagreeable, illegal, dishonest things
b) Slang. It is a short or highly colloquial (informal) word.
Examples:
gonna- going to wanna- want to okay- all right
What you see is what you get- there is nothing hidden lit- super cool
or ‘on fire’
c) Acronym.
Examples:
LAM- leave a message IMO- in my opinion AKA- also known as
ASAP- as soon as possible BAE- before anyone else GOAT-
greatest of all time
d) Abbreviation. Short form of a lengthy word or expression.
Examples:
Acct- account recd- received fwd- forward ad-
advertisement
e) Jargon. Special words or expressions that are used by a particular
profession or group and are difficult for others to understand.
Examples:
Chief cook and bottle-washer - A person who holds many responsibilities
(business jargon)
Suspect - A person whom the police think may have committed a crime.
(Police jargon)
f) Strive for clarity. To present the message clearly, the writer must avoid
words that have multiple meanings, clarity words that may be confusing,
and replace phrasal verbs with clear single words.

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g) Use correct grammar.
h) Cite numbers carefully. Numbers should be written following the metric
system. Spell out numbers one to nine and write the figure number 10 and
above, but spell out the number if it begins a sentence. Avoid using figures
to express the date, for example, April 8, 2019 should not be written as
4/8/19 except in North America or 4.8.19 in Europe.
i) Accommodate the reader in organization, tone and style. Organize your
message, observing appropriate tone and style to appeal to you audience

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Activities/Exercises

Name:__________________________________ Date:________________________

A. Complete the following conversation/dialogue. The kind of maxim to be considered is

enclosed in parenthesis.
1. A: Mom, did you get my phone?
B:______________________________________________________________________
________________________________________________________________________
_______________________________________________________(maxim of quantity)
2. A: Sarah, have you prepared my report for the meeting?
B:______________________________________________________________________
________________________________________________________________________
________________________________________________________(maxim of manner)
3. A: Please explain the reason of your absences in my class.
B:______________________________________________________________________
________________________________________________________________________
_______________________________________________________(maxim of quality)
4. A: Have you watched the performance of the Top 10 Finalists in the Philippine Idol?
B:______________________________________________________________________
________________________________________________________________________
______________________________________________________(maxim of relevance)
5. A: Update me of the latest improvement of our project in Makati.
B:______________________________________________________________________
________________________________________________________________________
_______________________________________________________(maxim of quantity)
B. Correct the following dialogue considering the different maxims of Cooperative
Conversation in order to come up with a better one.
1. A: What did you have for breakfast?
B: I had some breakfast before my PE class. The daily stretching is really making a
difference in my fitness.

2. A: Did you watch the basketball game last night?

B: Oh, the players are so energetic. I was so excited to cheer them.

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 3. A: I had a wonderful vacation last summer. I met our former classmates in high school.
B: Did you not visit your relatives?

4. A: Where are you going tonight?

B: Are you joining me?

5. A: Are you going to submit all your documents tomorrow?

B: Oh, the documents? Well, I will be attending a conference for three days so I will not
be around.

C. Have a research on the meanings of the different body language given below. Compare
how each country differs in the interpretation of each gesture.

1. Crossing legs in the United States and Korea

2. Blinking between the North Americans and Taiwanese
3. Direct eye contact in America and Japan
4. Nodding of the head in the Philippines and Greece
5. Kissing in Europe and Saudi Arabia

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Reflection

“To effectively communicate, we must realize that we are all different in the way
we perceive the world and use this understanding as a guide to our communication with
others.” (Toby Robbins)

Suggested Readings

Body Language used in Intercultural Communication

Cultural Nuances and Differences in the Philippines

Suggested References

Bosworth, P. (2019, The power of communication in the workplace. Retrieved March 8,

2019 from https:// leadershipchoice.com/power-good-communication-workplace

Montano Harmon, M. R. Developing Skills for Academic Purposes, California State

University, Fullerton

Badua, Fredis Winda F., Biscocho, Alma l. et al, (2019) Purposive Communication in the
21st Century, St. Andrews Publishing, Plaridel Bulacan

Barut, Jessie S. (2011) “Speak Successfully, A Guide for Effective Speaking for College
Students, Rex Bookstore Sampaloc Manila

Flores, Carmelita S., Lopez, Evelyn B. (2008) Effective Speech Communication, National
Book Store, Manila

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