Chapter 3

LOCAL AND GLOBAL COMMUNICATION IN A MULTICULTURAL SETTING

RATIONALE:
Communication and globalization in the 21st century introduce us to a new
dimension of perspectives. In this chapter, the students will be able to understand
the kind of communication required for an individual to perform and manifest in the
real world.

LEARNING OBJECTIVES:
At the end of this chapter, you must be able to:
1. explain how cultural and global issues affect communication;
2. understand the role of media in globalization.

PRETEST:
Answer the questions on page 43.

CONTENT:

INTRODUCTION: Communication is guided by culture and context. It is predicted

by the type of culture dictated by its context.

CULTURE - is manifested in our actions and affects how we tell the world who we are
and what we believe in. It is the basis for how we behave in a certain communication
context.

CONTEXT - brings a better understanding about culture in general and our own
culture. It refers to anything that refers to the stimuli, environment, or ambience
surrounding an event (Edward T. Hall)

LOCAL COMMUNICATION - is highly grounded on the cultural context. This

context of communication reflects the culture of people who are creating their
self-identity and community.

GLOBAL COMMUNICATION - has turned to be a modifying factor of local

communication. It attempts to bring changes that affect communication conventions.

INTERCULTURAL COMMUNICATION - a discipline that focuses on how culture

affects communication. It is the ability to understand and value cultural differences.

LANGUAGE - is a component that is linked to intercultural understanding. Enhancing

oral and written communication in intercultural environments is a way to achieving
intercultural competence.

GRICE’S PRINCIPLE OF COOPERATIVE CONVERSATION

 1. MAXIM OF RELATION - every interlocutor should be relevant in a
conversation, requiring them to respond based on cultural and contextual
requirements.

2. MAXIM OF QUANTITY - every interlocutor should observe a “fair-share-talk of time.”

3. MAXIM OF QUALITY - the truth value of a message should be held primary in a

conversation. The accuracy of the message should always be upheld. It should
not go beyond what is true nor deduced in its essence.

4. MAXIM OF MANNER - the manner of saying a word is more regarded than its content.

MODES OF COMMUNICATION
Words and gestures are used in a region or country to give meaning to certain ideas.
Words are primary in communication, but gestures would even make a meaningful
communication. Below are the modes of communication in an intercultural
communication.

• LANGUAGE - Words, greetings and expressions that are based on culture

and context
• BODY LANGUAGE - is a form of non-verbal communication in which movements
of the body communicate messages, either in place of, or in conjunction with
speech.

THE ABC’S OF INTERCULTURAL COMMUNICATION

• Communication is complex because of the cultural and contextual factors embedded

in it. • It is also challenging due to the many ways in which communication can vary
between cultures as well as individuals plus the requirements needed by an individual
to satisfy the conversational conventions
• Although effective communication is hard 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. Anticipating
awareness on differences will increase awareness of
uniqueness.

B BI-LEVEL Communication does not only uphold speaking and listening

but also requires a holistic process that includes verbal and
non verbal channels. Non-verbal communication is critical in
the communication process due to its cultural nuances. It may
vary from one culture to another.

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
Sometimes, the goal of communication is not achieved due to communication
barriers brought by culture.

BARRIERS - 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.

• LANGUAGE BARRIER - It is evidently the primary barrier of communication

in second and foreign language contexts. Because of its complexity,
communication between people speaking different languages is difficult.
• 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.
• BEHAVIOR DIFFERENCES - Difference of behavior between different cultures
can cause misunderstandings. Every culture has its norm about what is
regarded as appropriate behavior.
• EMOTIONAL DISPLAY - Different cultures have varying regard on emotional
display. What is considered appropriate display of emotion in one culture may
not be appropriate in another culture.

AMBIGUOUS EXPRESSIONS

Idioms and figurative clichés - This form of language uses words and expressions
with a meaning that is different from the literal interpretation.
beat the clock — to do something before the deadline
do the dirty work—to do the disagreeable, illegal, dishonest things
labor of love — a work that brings you great pleasure
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

Slang - It is a shortcut or highly colloquial word that suggests excessive informality and lack
of appreciation in the workplace setting
gonna — going to
wanna — want to
Cover your ass. — Protect yourself from possible criticism.
What you see is what you get. — There is nothing hidden.
 Okay — all right

Acronym - It is formed from the initial letters of other words and pronounced as a word.
LAM — leave a message
IMO — in my opinion
AKA — also known as
AWOL — absent without leave
ASAP — as soon as possible

Abbreviation - It is a short form of a lengthy expression.

Acct – account
recd – received
w/o – without
fwd – forward
ad – advertisement

Jargon - It is a type of language that is used in an occupation. Often, words are

meaningless outside a certain context.
bang for the buck — a business jargon for getting the most for your
money helicopter view — an overview of a job or a project
desk job — a job that is typically confined to duties from a desk
end-user perspective — what the customer thinks about a product or
service cubicle farm — a section of the office that contains worker’s
cubicles