Introduction

Culture is a way of thinking and living whereby one picks up a set of attitudes, values, norms
and beliefs that are taught and reinforced by other members in the group. This set of basic
assumptions and solutions to the problems of the world is a shared system that is passed on
from generation to generation to ensure survival. A culture consists of unwritten and written
principles and laws that guide how an individual interacts with the outside world. Members of
a culture can be identified by the fact that they share some similarity. They may be united by
religion, by geography, by race or ethnicity.

Our cultural understanding of the world and everything in it ultimately affects our style of
communication as we start picking up ways of one’s culture at around the same time we
start learning to communicate. Culture influences the words we speak and our behavior.

Cross Cultural Communication

Cross cultural communication thus refers to the communication between people who have
differences in any one of the following: styles of working, age, nationality, ethnicity, race,
gender, sexual orientation, etc. Cross cultural communication can also refer to the attempts
that are made to exchange, negotiate and mediate cultural differences by means of
language, gestures and body language. It is how people belonging to different cultures
communicate with each other.

Each individual can practice culture at varying levels. There is the culture of the community
he grows up in, there is work culture at his work place and other cultures to which one
becomes an active participant or slowly withdraws from. An individual is constantly
confronted with the clash between his original culture and the majority culture that he is
exposed to daily. Cultural clashes occur as a result of individuals believing their culture is
better than others.

Cross cultural communication has been influenced by a variety of academic disciplines. It is

necessary in order to avoid misunderstandings that can lead to conflicts between individuals
or groups. Cross cultural communication creates a feeling of trust and enables cooperation.
The focus is on providing the right response rather than providing the right message.

When two people of different cultures encounter each other, they not only have different
cultural backgrounds but their systems of turn – talking are also different. Cross cultural
communication will be more effective and easier if both the speakers have knowledge of the
turn taking system being used in the conversation (For example: One person should not
monopolize the conversation or only one person should talk at a time).

LarayBarna’s Sources of Miscommunication in Cross Cultural Exchanges

1) Assumption of similarities: This refers to our tendency to think how we behave and act is
the universally accepted rule of behavior. When someone differs, we have a negative view of
them

2) Language Differences: Problems occur when there is an inability to understand what the
other is saying because different languages are being spoken. Talking the same language
itself can sometimes lead to discrepancies as some words have different meanings in
various contexts, countries or cultures

3) Nonverbal Misinterpretation: The way we dress, the way we express ourselves through
our body language, eye contact and gestures also communicate something. A simple
gesture like nodding the head is considered to be YES in certain cultures and NO in others

4) Preconceptions and Stereotypes: Stereotypes involves putting people into pre-defined

slots based on our image of how we think they are or should be. It may consist of a set of
characteristics that we assume that all members of a group share. This may be true or may
be false. But stereotypes may lead to wrongful expectations and notions. A preconceived
opinion of another can lead to bias and discrimination
5) Tendency to evaluate: Humans tend to make sense of the behavior and communication of
others by analyzing them from one’s own cultural point of view without taking into
consideration why the other person is behaving or communicating a certain way

6) High anxiety: Sometimes being confronted with a different cultural perspective will create
an anxious state in an individual who does not know how to act or behave and what is
considered to be appropriate (For example: A Japanese man and an American having a
business meeting where both are unsure of the other’s cultural norms)

To reduce the above barriers to cross cultural communication, one can take the effort to
develop one’s listening skills. This will ensure that we start hearing the real meaning of what
is being said instead of understanding at face value. Becoming aware of our perceptions
towards others will ensure that we take steps to not prejudge a person or stereotype them.
By accepting people and their differences and acknowledging that we don’t know everything
will make us open up to people and their differences resulting in us using contextual
information for better understanding. Seeking feedback and taking risks to open up channels
of communication and being responsible for our feelings and actions will go a long way in
ensuring that miscommunication is mitigated.

The ability to communicate effectively with diverse cultures has become of paramount
importance. You cannot conduct productive or profitable business without understanding
your collaborator’s culture.

These same technologies enable businesses to employ talent from anywhere in the world
and to integrate them into effective and productive teams. Fostering an understanding of
cultural differences and understanding the importance of cross-cultural communication is
vital for the productive functioning of these teams.

Understanding a global culture

The challenges and benefits of working in this global culture and the effects of a business’
worldview all prove the importance of cross-cultural communication.
Cross-cultural communication refers to the communication between participants from
different cultures. Even within the same country, different locations can have cultural
differences. Communication styles, standard norms of turn-taking in conversation, and
accepted methods of address may all differ.

So, before getting into the workplace and the effects of cross-cultural communication, it’s
necessary to understand cross-cultural communication and inclusion while keeping several
things in mind.

Each of us needs to develop our knowledge and understanding of our own cultural
background and biases. Without this understanding, we take many things for granted. This
will undoubtedly lead to misunderstandings and misinterpretations. We also need to cultivate
open-mindedness of other cultures and ways of doing things. Keeping these points in mind,
let’s proceed.

8 aspects that prove the importance of cross-cultural communication

For businesses to thrive in the global economy, it’s becoming increasingly vital to be aware
of the importance of cross-cultural communication. Those businesses that successfully
navigate and harness the differences and similarities between cultures can create more
resilient interconnection and interdependence.

Accordingly, the importance of cross-cultural communication in business plays its role in

increasing productivity which helps businesses to thrive and increase their profits. So, let’s
go through some of the greatest benefits of improved cross-cultural communication in the
workplace and see how they drive success.

Communication and trust

Good cross-cultural understanding improves communication between people from different

cultures. Consequently, it fosters greater trust.
When employees or customers are aware of potential differences and similarities, they’re
likely to pay closer attention. They’ll think more about what other people are saying and
doing. This is important to minimize misunderstandings and to consider what the other side
is actually trying to communicate.

When employees or customers demonstrate an understanding of each other’s cultural

background, greater trust is built. This creates a feeling of being a team and it enhances
collaboration.

Increasing productivity and profits

Improved communication and trust promote greater productivity of all. The improved
communication between colleagues boosts productivity in numerous ways, including
reducing misinterpretation and a better understanding of strategies and goals.

With greater trust, participants can focus more on their aspect of the common work. All
without the worry of whether the other participants are fulfilling the requirements of their
respective tasks. Furthermore, greater trust also promotes collaboration and a sense of unity
amongst team members.

Incentives

Another reason why cross-cultural communication is important is that it impacts the

understanding of the different incentive drives of participants. By applying good cross-
cultural understanding, we cater to these various incentives and create an inclusive
environment. Consequently, there is an improvement in productivity when the participants
are appropriately incentivized.

Appropriate incentives make employees or customers feel more valued because they
recognize that attention has been paid to their relevant cultural norms.

Creativity
With a larger pool of cultural influences and views, creativity is improved as well.

Because of the greater variety in cultural influences and views, there are more inputs to any
creative endeavor. This cultural diversity is important because it provides a larger selection
of possible solutions to any problem or challenge faced in the workplace.

Also, a better cross-cultural understanding is important to develop open-mindedness. It

promotes the understanding that there’s more than one solution that’s suitable for any given
situation or challenge.

In today’s rapidly changing markets and fast-paced lifestyles, improved creativity and
problem-solving can provide a business with a noticeable edge.

Human resources

The importance of cross-cultural communication and understanding has its part in a

business’s human resources department as well. When they have the ability to recruit
globally and successfully integrate international talent, a business can make use of the most
talented people, irrespective of their location.

Not only would such diversity improve productivity, but it would also have a positive impact
on the company’s image. It demonstrates that they value ability and talent wherever it comes
from.

Challenging the status quo

Cultural diversity means that more questions are asked between participants as they seek to
ensure effective communication and understanding. This results in the challenging of the
status quo which often leads to potential improvements that would have been missed in a
monocultural environment.
Moreover, frequent improvements often mean more efficient workflows, which can also drive
greater success within the workplace.

Local needs

In utilizing cross-cultural communication and the application of a diverse talent pool,

businesses can adapt to regional requirements with greater finesse and understanding. By
making use of the relevant knowledge from within their global workforce, they’re better
equipped to adapt to and understand local needs, habits, and requirements.

Demonstrating such local understanding could be a primary determiner of success in a local

market. By catering to local culture, your business is almost certain to have a competitive
edge over any rivals.

A great growth opportunity

While there are numerous challenges that occur when different cultures interact, there is a
great opportunity too.

Ideally, the development and implementation of cross-cultural communication should take

place from the top of the organization. When the leaders set an example and demonstrate
their awareness and adaptability, they pave the way for everyone else in the organization to
follow suit.

The benefits of effective cross-cultural communication, not only toward success and profit,
can be immense. It generally outweighs the challenges posed and has major long-term
benefits.

To start the development of cross-cultural communication, keep the above in mind.

Remember to actively listen to all participants. And, always pause before reacting, in case
there has been a cultural misunderstanding.
Cross-cultural communication can result in excellent interaction, leading to good working
relations between people in organisations. Different cultures have their own set of
presumptions and inclinations within a conversation, sometimes making it challenging to
pass a message from one person to another successfully. Workplaces are becoming more
multicultural and companies that formerly focused on a single population may now operate in
a worldwide market, making cross-cultural communication a critical component of
organisational effectiveness. In this article, we explore what cross-cultural communication is,
how to improve cross-cultural communication in the workplace and why it's vital.

Challenges of cross-cultural communication

SIX KEY BARRIERS FOR CROSS-CULTURAL COMMUNICATIONS

According to (Delic International) there are six (6) Barriers to cross – cultural
communications that may come as challenges for individuals. Ethnocentrism, we as people
have different views and may believe our way is the right way or the only way; this may
result to negative judgement. This creates to “Us versus Them” mind-set.

Stereotyping, it is common to fall to stereotyping especially meeting new people from

different parts of the world or even different part of the country. This may affect our ways to
communicate, not only because some may see people in the negative way but they may
assume however it can never predict one’s behavior or characteristics. Psychological
Barriers are the differences in perception and interpretation people have different ways of
dealing with situations and have their own styles. It is hard to change ways some may feel
incompetent as they try to it's hard to keep up especially if you're not used to their course of
actions. Language Barriers, this does not only apply to one nationality to another but also to
different parts of the country, examples are Bisaya to Bicol, some may not understand their
dialects or have different meaning to the same word. This may come as one of the most
challenges in terms of cultural communication. Geographical Distance, some people don’t
get to interact or build relationships from people, it is challenging to cooperate from different.
Conflict Values, you may not agree or they may not agree to your behavior, however in
cultural norms your actions are proper and vice versa. It does not mean one is imprecise it
only means they have Conflict values.

CULTURAL DIFFERENCES
 Are the various beliefs, behaviors, languages, practices and expressions
considered unique to members of a specific ethnicity, race or national origin. The way you
communicate with others, as it includes beliefs and behavioral norms that influence how you
think and what you do while communicating. Knowing about the culture-based features that
impact communication is essential, for cultures differ and exchanging data is essential for
your career development.

Some examples of cultural differences as they pertain to the workplace include employees
who are younger or older than their co-workers, employees who hold higher degrees than
others in the workplace and individuals who grew up in either metropolitan areas or small
towns. While these various differences can create a more vibrant office, they can also lead
to more than a few problems resulting from culture clash.

What are cultural differences in communication?

Cultural differences in communication relate to the dissimilarities between communicators

exchanging information with each other that are caused by differences in their respective
cultures. These contrasts manifest in the way in which each communicator thinks and
behaves, so they change the communication and its outcomes. Cultural differences have a
major impact on communication due to several reasons, such as:

Culture drives the way you behave. Each social group in the world has developed unique
beliefs, habits, and norms of behavior over a long period of time. This collection of societal
characteristics is called a culture. Culture directs how people think, so it directs their
behavior.

Communication is an important form of behavior. Your communication relates to what you do

while exchanging information with others, so it’s one of your behaviors.

Culture informs your communication. Your communication is informed by the beliefs, habits,
and behavioral norms with which you identify. In other words, it’s informed by your culture.
Essentially, your culture informs the decisions you make when communicating with others,
your actions in the communication process, and your reactions to the communication of
others.

Each culture is different. Each homogenous social group with shared beliefs, habits, and
behavioral norms has a unique culture. This culture differs from another that does not match
its characteristics. Consequently, culture varies across societies based on its characteristics.

Culture’s influence on communication is not always obvious. While some cultural differences
that impact communication are obvious, others are difficult to identify. For example, two
people can be dressed in similar suits and have totally different cultures that drive the way
they perceive each other, react to what is being said, and understand each other.
Consequently, it can be difficult to resolve cultural differences in communication.

Culture influences beliefs and values. Culture has an unseen influence on people because it
impacts their beliefs and values, which cannot be seen by others, to inform their behavior,
which can be seen by their coworkers and employers.

Culture is a part of the personality. As culture affects a person’s beliefs, values, and
behaviors, it’s a part of their personality. This makes it difficult to modify your cultural
differences or those of others that impact communication.

It’s difficult to change a culture. It’s hard to change the culture of a social group because it
has a hereditary component. In other words, culture, including the cultural differences that
impact communication, is inherited. This is why cultural characteristics are shared by the
individuals of a society at a point in time even without anyone making an effort to preserve
them.

Your culture impacts your soft skills. Culture is a part of a professional’s unique personality.
One’s personality generates their natural abilities or soft skills. Consequently, culture
influences the soft skill set of all workers, which includes communication skills.

A strong culture can make you a competent communicator. Communication skills involve
capabilities in active listening, empathy, discipline, collaboration, teamwork, verbal
communication, nonverbal communication, and written communication. These proficiencies
enable you to tailor your communication to suit different audiences, solve issues, and
achieve shared targets.

Cultural differences can be difficult to bridge. It’s easier to ignore the existence of cultural
differences when communicating to achieve corporate goals. However, they can be difficult
to overcome because each culture-based dissimilarity is a part of a communicator’s
personality.

Examples:

An Example of Cultural Differences in Communication based of values is Individualism in

Western countries vs Collectivism in Eastern countries. (Briefly explain)

An Example of Cultural Differences in Communication based of beliefs How Japanese value

time vs. Concept of “Filipino time”. (Briefly explain)
An Example of Cultural Differences in Communication based on norms Rice as staple food
in Asian countries. (Briefly explain)

An Example of Cultural Differences in Communication based of verbal and non-verbal

communication.

Verbal

• Communication Style: Filipinos will try to express their opinions and ideas
diplomatically and with humility to avoid appearing arrogant. The tone of voice varies widely
by language, dialect and region.

• Respect: When speaking to those who are older or of higher status, Filipinos tend to
use the polite forms of speech. At the end of phrases, sentences or questions, they will say
‘po’ to demonstrate this respect for hierarchy. For example, when conversing with an elder or
someone of higher status, one will say ‘salamat po’ (‘thank you po’).

NON-VERBAL

• Physical Contact: Among relatives or friends of the same gender, it is common for
Filipinos to walk hand in hand or arm in arm. This is generally done so as a sign of affection,
friendship or if they are shy and would like someone to accompany them. Filipinos tend to be
modest and conservative in their interactions with their significant other, and public displays
of affection among couples (such as kissing or hugging) is quite uncommon.

• Personal Space: When interacting with people they are familiar with, Filipinos tend to
prefer standing at an arm's length from one another. Around strangers this distance is
farther. However, in public areas like a market or subway, personal space is often limited and
pushing is common.

• Pointing: Filipinos may point to objects by puckering their lips and moving their
mouths in the direction they are pointing to. Pointing with the index finger is often understood
as an expression of anger.

• Gestures: Putting one’s hands on their hips is a sign of anger.

• Beckoning: The common way to beckon someone is by gesturing with the hand
facing downwards and waving fingers towards oneself, the same gesture that would
represent ‘shooing’ in Australia. If a Filipino wants someone’s attention, it is common for
them to make a sound like ‘pssst’.
Top Cross-Cultural Communication Strategies

1. Active listening: Develop the ability to truly understand and pay attention to what others
are saying, ensuring you don’t miss any important points due to cultural differences.

2. Learn about the culture: Understand the values, customs, and beliefs of the culture you’re
communicating with. This helps avoid misunderstandings based on cultural differences.

3. Be open-minded: Respect and accept the differences in opinions and perspectives that
exist due to cultural contexts.

4. Avoid stereotypes: Refrain from making assumptions or generalizations based on cultural

stereotypes, as this can be harmful and offensive.

5. Adapt your communication style: Be willing to adjust your communication style and
language to better suit the preferences and expectations of the people you’re talking to from
different cultures.

6. Use simple language: Communicate clearly and concisely using simple language to
minimize confusion and potential misunderstandings.

7. Practice patience: Give others time to express themselves and formulate their thoughts,
and be patient with language barriers.

8. Use nonverbal communication: Be aware of body language and other nonverbal cues, as
these can vary across cultures and might convey different meanings.

9. Be aware of cultural etiquette: Understand and adhere to proper greetings, formality, and
customs that are important in different cultures to show respect and build trust.

10. Be receptive to feedback: Encourage feedback and be open to making adjustments in

your communication based on others’ suggestions and experiences.

11. Seek clarification: If you’re unsure about something, ask questions to gain a clear
understanding, and avoid making assumptions.

12. Use humor carefully: Humor can be challenging to understand across cultures, so use it
cautiously and be conscious of the potential for misinterpretation.

13. Develop cultural intelligence: Continually learn about and adapt to different cultural
norms, practices, and expectations to better navigate cross-cultural communication
situations.
14. Utilize cultural liaisons: Seek help from those who are knowledgeable about the cultures
involved, or use interpreters if needed, to ensure clear and accurate communication.

15. Foster an inclusive environment: Create a comfortable and open atmosphere where all
participants feel welcome, valued, and respected, regardless of their cultural background.

16. Embrace diversity: Encourage the exchange of diverse perspectives and ideas, and
actively learn from people with different cultural backgrounds.

17. Maintain cultural awareness: Continuously be aware of cultural influences and

differences, and stay open to learning new ways of communicating across cultures.
References

https://www.communicationtheory.org/cross-cultural-communication/

https://enterpriseleague.com/blog/importance-of-cross-cultural-communication/?
fbclid=IwAR3fIWZTtly33j6obUVUq5OdcnD4uyy6xkTbnDpO29G4UBtKotr-LSBy1bc

https://uk.indeed.com/career-advice/career-development/what-is-cross-cultural-
communication?
fbclid=IwAR1IMCeZV4lf9PCvTHKSZE2N3wF6alsfTrqswJiYuzH_B3t41E1oue-Cm7U

(Delic International / Cultural Intelligence/ hrysos.org.uk/blog/top-ten-tips-for-effective-cross-

cultural-communi)