Local and Global Communication in Multicultural Setting
Communication is often defined as the sharing of information, ideas, and messages between two or
more people. One of the ways successful communication can be achieved is to have the involved parties
share a mutual knowledge of how the signs and symbols used in communication come together to
create meaning. However, communication is not as simple as sending and receiving messages as it may
involve interaction between people that come from different backgrounds and cultures. People read
into information based on their knowledge of it, and their knowledge is ultimately shaped by the
culture and environment they are in. It is important to understand that what is defined as
appropriate in terms of communication can differ from person to person or from culture to
culture. Communicating in a culturally appropriate way would require finding ways to impart and receive
messages with respect to the cultural differences between individuals involved in the communication
process. Therefore, to be able to communicate effectively in the local and global setting, one must
be able to understand that there are internal and external differences one must take into consideration
before diving into the process of communication.
Effective communication is important in any interaction one gets involved in. In theory, effective
communication is as simple as sending a message to a receiver, the receiver decoding the
message and understanding it and ideally, getting a response from that said receiver. However,
effective communication is not as simple as it theoretically sounds. In fact, effective communication
involves a complex understanding of how symbols and signs are presented based on the cultures and
environment of the communicators.
Communication can be a challenging activity because of the highly pluralistic nature of the people
participating in the communication process. Each participant may differ in cultural, social, and biological
backgrounds, which are all critical factors to effective and successful intercultural communication.
Instances there are that these differences may lead speakers to misinterpretation or misunderstanding. So
in order to understand communication within and outside the context of one’s culture, it is necessary to
identify first the challenges that may be encountered, then the form of intercultural communication, and
the ways on how to improve communicative competence in multicultural settings. Living in a globalized
world, you encounter people with diverse cultural backgrounds. Such interactions occur in social,
educational, political and commercial settings. Hence, in today’s era of increased global communication,
it is imperative to understand intercultural communication for us to enhance our intercultural awareness
and competence. Intercultural competence is essential for us to live harmoniously despite our differences
in culture. It has become a widespread notion that speakers’ use of different languages results in
intercultural miscommunication and misunderstanding. As Scollon and Scollon (1995) state: “When we
are communication with people who are very different from us, it is very difficult to know how to draw
inferences about what they mean, and so it is impossible to depend on shared knowledge and background
for confidence in our interpretation.”
A. CULTURAL AWARENESS AND SENSITIVITY
Cultural awareness is knowing that there are multiple different culture based on religion, ethnicity,
nationality, and other factors – that have different attitudes and outlooks. Cultural sensitivity involves
accepting those differences without insisting your own culture is better, or that everyone should do it your
way. Cultural sensitivity skills are sometimes called cultural competence, or the ability to work
alongside people with different cultural attitudes and behaviors and to do so effectively.
To help you exhibit cultural awareness and sensitivity in words and in deeds, keep in mind the
following guidelines:
1. View human differences as positive and a cause for celebration.
2. Have a clear sense of your own ethnic, cultural, and racial identity.
3. Be aware that in order to learn about others, you need to understand and be prepared to share your own
culture.
4. Be aware of your own discomfort when you encounter differences in race, color, religion, sexual
orientation, language, and ethnicity.
5. Be aware of assumptions that you hold about people of cultures different from your own.
6. Be aware of your stereotypes as they arise and develop personal strategies for reducing the harm that
they cause.
7. Be aware of how your cultural perspective influences your judgments about what appropriate, normal,
or superior behaviors, values and communication styles are.
8. Accept that in cross-cultural situations, there can be uncertainty, and that uncertainty can make you
anxious. It can also mean that you do not respond quickly and take the time needed to get more
information.
9. Take any opportunity to put yourself in places where you can learn about differences and create
relationships; and
10. Understand that you will likely be perceived as a person with power and racial privilege (or the
opposite), and that you may not be seen as unbiased or as an ally.
B. GENDER SENSITIVITY
Gender sensitivity refers to the aim of understanding and taking account of the societal and cultural
factors involved in gender-based exclusion and discrimination in the most diverse spheres of public and
private life. It focuses mainly on instances of structural disadvantages in the positions and roles of
women.
Gender-sensitive language is the realization of gender equality in written and spoken language.
Gender equality in language is attained when women and men and those who do not conform to the
binary gender system are made visible and addressed in language as persons of equal value, dignity,
integrity and respect.
Examples of gender-neutral words that may be used are as follows:
1. ancestors, forebears (instead of forefathers)
2. artificial, manufactured (instead of man-made)
3. average/ordinary person (instead of common man)
4. chair, chairperson, coordinator (instead of chairman/chairwoman)
5. courteous, cultures (instead of ladylike)
6. first-year student (instead of freshman)
7. flight attendant (instead of steward, stewardess)
8. human resources (instead of manpower)
9. legislator, representative (instead of congressman)
10. mail carrier, letter carrier, postal worker (instead of mailman, postman)
11. people, human beings (instead of mankind)
12. person, individual (instead of man)
13. police officer (instead of policeman)
14. solidarity (instead of brotherhood)
15. to operate, to cover, to staff (instead of to man)
Another thing which you must avoid is stereotyping roles and attributes. Stereotyping roles
mean when certain jobs are presumed to perform only by men or women, giving rise to gender-biased
terms. Attributes means usage of certain words which underline stereotypic gendered attributes.
Gender sensitive language is not simply terminology and rule which should be carried by a
gender-sensitive speaker or writer. It shows that a person respects all persons, favors social equality and
equal opportunity, and helps avoid ambiguity. Communicating effectively requires respectful treatment of
people and regard for their needs and individuality.
C. POLITICAL CORRECTNESS
The term political correctness is used to describe language, policies or measures that are intended
to avoid offense or disadvantage to members of groups in society. Merriam-Webster defines politically
correct as agreeing with the idea that people should be careful not to use language or behave in a way that
could offend a particular group of people.
Some words that may be used for political correctness are as follows:
1. academic dishonesty (instead of cheating)
2. aesthetically challenged (instead of ugly)
3. black (instead of negro)
4. comb-free (instead of bald)
5. differently abled (instead of disabled)
6. drug dependent (instead of drug addict)
7. dysfunctional family (instead of broken home)
8. economically marginalized (instead of poor)
9. elderly, senior (instead of old)
10. ethnically disoriented (instead of dishonest)
11. hearing impaired (instead of deaf)
12. informal settlers (instead of squatters)
13. intellectual disability, intellectual development disorder (instead of mental retardation)
14. intellectually impaired (instead of stupid)
15. little people (instead of midget, dwarf)
16. morally challenged (instead of a crook)
17. nondiscretionary fragrance (instead of body odor)
18. outdoor urban dwellers (instead of homeless)
19. people of mass (instead of fat)
20. rape survivor (instead of rape victim)
21. sexually dysfunctional (instead of perverted)
22. socially maligned (instead of psychopath)
23. technologically challenged (instead of computer illiterate)
24. vertically challenged (instead of short)
25. visually challenged (instead of blind)
