BT11903

CORPORATE COMMUNICATION
SECTION 1 & 2 Corporate Communication is a
SEMESTER 1, 2022/2023 management function that offers
a framework for effective
communication with the overall
purpose of establishing and maintaining
COURSE LECTURER:
Attendance Link: favourable reputations with
stakeholders groups
SECTION 1:
Dr. Jakaria Dasan
@Dr. Jake
https://obe.ums.edu.my/obe/courseCOPO_att_link.aspx?id=11
2414&id2=14992&pass=D4F6ACDE-E0B9-4654-B7AA-31FDAA
Topic #2:
jakaria@ums.edu.my D37E0F Understanding the upon which the organisation is
SECTION 2: CULTURE, dependent.
https://obe.ums.edu.my/obe/courseCOPO_att_link.aspx?id=11
2415&id2=14993&pass=ED9C5849-19B1-4B49-8789-25A179191 DIVERSITY
E06 and
GLOBAL
ENGAGEMENT

TUTOR
Sir Ujin Matjin
ujin@ums.edu.my

Learning Objectives
Not only do diverse teams and workplaces produce better performance,
but our efforts to be inclusive emotionally reward and enrich us
CULTURE & DIVERSITY
Effective communication requires appreciating that people vary in:

Sex,
Culture &
gender &
Co-cultures
sexuality

Explain Explain Illustrate

01 04
Identify Describe Demonstrat Race,
Religion
e ethnicity &
nationality
Success in the business
2 world and in many areas 02 05
of life requires effective
Culture and Primary The major Behavioral Ways of Communicating
co-cultures forms of cultural strategies for engaging with cultural communication with people Sosio- Generational
adapting to economic
human dimensions
cultural norms
diversity in proficiency whose backgrounds and status
identity
diversity an ethical
and customs
manner experiences are different
from our own 03 06

Dr. Jakaria Dasan Dr. Jakaria Dasan

 Co-Cultures
Groups of people who share values,
Culture is the totality customs, and norms related to mutual
of learned, shared interests or characteristics besides
symbols, language, their national citizenship
values and norms
that distinguish one
group of people from
another

D
D D
D
D
Dr. Jakaria Dasan
Dr. Jakaria Dasan

Nationality status as a citizen of Sosioeconomic Status (SES)

a particular country,
such as American,
Finnish, or Thai.

Many people confuse

culture with nationality,
race, or ethnicity, but 15k
these are all different
aspects of a person’s Measured by comparing a person’s
identity. income, education, work
7k experience, and occupation to
Ethnicity those of other people in the same
perception of group or community.
Race our ancestry
sets of physical characteristics heritage, such 3k
such as bone structure and as Hispanic.
color of skin, hair, and eyes that
have often been presumed to
have a biological or genetic basis Dr. Jakaria Dasan Dr. Jakaria Dasan
 Sex, Gender and Sexuality

Religion Aspects of life:

❑ Food & clothing choices
Important characteristic ❑ Occupational options
of diversity because it ❑ Political preference/voting
influences so many Christianity ❑ behavior
❑ Use of technology
aspects of people’s life. 31.2% ❑ Marriage & parenting
People are greatly in practices
their religious beliefs ❑ Etc.
and traditions. Islam
SEX GENDER SEXUALITY 24.1%
• Feminine Hinduism
• Masculine or Sexual Orientation
Genetic variable
randrogynous Transgender issue 15.1%
(mixed)
Buddhism
6.9%
#insta:
jackarea_dawson

Dr. Jakaria Dasan

Dr. Jakaria Dasan

Generational Identity
Differences in Abilities
Communication behaviors and attitudes often vary according to generational identity

Blindness

Deafness

Autism / Dyslexia

Wheelchair
Different nation has different terms used and years applied. Where is Gen-Y?
Disfigurement/deformities
❑ Post Millennials/Gen Z: born after 2000
❑ Millennials/Gen Y: 1980 – 2000
❑ Gen X: 1965-1979
❑ Baby Boomers: 1945-1964
❑ Sivers: before 1945

Dr. Jakaria Dasan Dr. Jakaria Dasan

 Dr. Jakaria Dasan

Hofstede’s Cultural Dimensions

Identifying the Way Cultures Vary Individualism-Collectivism
In an individualistic culture, people believe their
primary responsibility is to themselves. In a
Understanding how cultures vary, an collectivistic culture, people believe their primary
Uncertainty Avoidance
The extent to which people try to avoid
responsibility is to their families, communities, and
d how to adapt to cultural norms and employers, rather than to themselves situations that are unstructured, unclear, or
unpredictable
.
customs, can lead to effective Low and High Context 1. Uncertainty-avoidant societies
2. Uncertainty-accepting societies
professional communication on People in a low-context culture are expected to be
direct, say what they mean, and use language that i
s specific and concrete. People in a high-context
a global scale culture are expected to speak in a less-direct
manner, to maintain harmony, and avoid offense

Power Distance Masculine- Feminine

In a low-power-distance culture, people believe all
individuals are equal and no one person or group
should have excessive power. In a high power
distance culture, certain groups, such as royalty or
the ruling political party, have great power, whereas
the average person has much less
People in a masculine culture cherish stereo
typically masculine values, such as ambition,
achievement, and acquisition of resources
(such as money)
People in a feminine culture cherish stereoty
pically feminine values, such as nurturing be
havior, quality of life, and service to others

Each dimension shapes how people who identify

with a culture think, act, and interpret behavior.
Dr. Jakaria Dasan

People in masculine cultures also value sex-specific roles for

North Korea, Japan, and many African
and Latin American countries have
highly collectivistic cultures
vs individualistic
Uncertainty-avoidant societies
(such as Argentina, Portugal, and
Uruguay) are drawn to people and
situations that are familiar, are
uncomfortable with differences of
opinion, and favor rules and laws
that maximize security.
Those in uncertainty-accepting
societies (such as Hong Kong,
Jamaica, and New Zealand) are
more open to new situations and
more accepting of people and ideas
that are different from their own
People in a low-power-distance culture (such as the United States, Canada, Israel, New Zealand,
and Denmark) aren’t necessarily treated equally; they simply value the idea that they should be.
People in a high-power-distance culture (such as Brazil, Saudi Arabia, India, and the Philippines)
are taught to respect power and authority more than equality
women and men. Austria, Japan, and Mexico all have strongly
masculine cultures.
People in feminine cultures tend not to endorse sex-specific
roles for women and men. Sweden, Chile, and the Netherlands
all have strongly feminine cultures. The United States has a
moderately masculine culture.
Low-context societies (such as the
United States, Canada, Israel, and
most northern European countries)
appreciate arguments that are
HOFSTEDE’S explicit and avoid ambiguity and
expect others to live up to their word.
Cultural
People in high-context societies
Dimensions (such as South Korea, Native America
ns, and the Māori of New Zealand) co
nvey much of their meaning through
subtle behaviors and contextual cues,
such as facial expressions and tone of
voice.
Dr. Jakaria Dasan
Adapting to Culture #insta: jackarea_dawson
Social customs
patterns of behavior considered traditional and meaningful
in interpersonal interactions
Norms for touch and proximity
amounts of personal space between people and frequency of touch
01
Expected levels of formality
Formality expectations not to strik
e up conversations with strangers.
04
Calling people by their first name.
Time orientation 03
In monochronic cultures, time is a
valuable commodity and expect
punctuality.
02
Gender roles
Gender-role differences are often visible
05
is in a culture’s norms for dress
may not say no—even when they mean n
o—for fear of causing offense.
Tolerance
Their goal may still be to win the negotia for conflict
tion, but their strategy emphasizes harm Dr. Jakaria Dasan
ony over overt conflict.
 Zones of Personal Space
Anthropologist Edward T. Hall found that people respect four zones of personal space
Addressing Diversity in an Ethical Manner

Intimate distance SOCIAL DISTANCE Honor own cultural values

Addressing diversity ethically means asking
0 to 1½ feet 4 to 12 feet what we should do to make our professional
environments more inclusive, welcoming,
and fair for everyone.

Become an ethical communicator

Many people have a tendency to
see their own cultural values as the “
correct” values.

Personal distance Public distance

Seeing cultures and diversity as
1½ to 4 feet 12 to 25 feet or more an opportunity to learn and grow
many people have a tendency to see th
eir own cultural values as the “correct” Recognizing the individuality of others
values.
Many people have a tendency to see their own c
ultural values as the “correct” values.
Dr. Jakaria Dasan
Dr. Jakaria Dasan

Tutorial Activity
Communicating with Cultural Proficiency Refer to SMART3V
Four ways:

01 02 03 04
Adapt to Changing
Cultivate Cultural Practice Perspective Avoid Cultural
Awareness Taking Centrism Cultural Norms
Norms and
Requires a learner Remember there are man Stereotyping, cultural
expectations change
mind-set y points of view. centrism, projected cognitive
the most quickly
similarity or generalization,
and Outgroup homogeneity
effect

Dr. Jakaria Dasan

Dr. Jakaria Dasan
Chapter to fly away
01 Appreciates
Appreciating culture and human diversity

02 Conducts
Conducting business communication on a global scale

03 Engages
Engaging diversity in an ethical manner
.

04 Communicates
Communicating with cultural proficiency
.