Professional Documents
Culture Documents
Intercultural
Communication
Chapter 10
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1. Globalization, Glocalization, 7. Subcultures and
Chapter and Grobalization Subgroups
2. Culture 8. Cultural Intelligence
outline 3. Enculturation 9. Communication Barrier
4. Acculturation 10. Intercultural Constructs
5. Ethnocentrism 11. Global Mindsets
6. Norms, Rules, Roles, and 12. Multinational
Networks Management Orientations
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Upon completion of this chapter, you will:
1. Understand such terms as intercultural,
international, intracultural, multicultural, and
ethnocentric.
2. Recognize how communication barriers affect
intercultural communication.
Learning 3. Understand the differences between norms, rules,
objectives roles, and networks.
4. Distinguish between subcultures and subgroups.
5. Understand the concepts of business globalization,
glocalization, and grobalization.
6. Differentiate between ethnocentric, polycentric,
regiocentric, and geocentric management
orientations.
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1. Globalization,
Glocalization, and
Grobalization
• Globalization
• Glocalization
• Grobalization
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Globalization
• Business globalization is the spread of ways of
life across the world both socially and in
business (Ritzer, 2003).
• Multinational firms allow their foreign
operations to exist as domestic organizations.
• The ability to blend with the host culture and
explain one’s own culture is more important
than product, price, or quality advantages.
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Glocalization
• Refers to “the interpenetration of the global and
the local, resulting in unique outcomes in
different geographic areas” (Robertson, 2001).
• The world grows more pluralistic, glocalization
looks at the uniformity and differences between
areas of the world.
• Globalization can cause glocalization that is
nationalistic or cosmopolitan.
• Two kind of globalization: nationalistic or
cosmopolitan.
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Grobalization
• “Focuses on the imperialistic ambitions
of nations, corporations, organizations,
and the like and their desire, indeed
need, to impose themselves on various
geographic areas”.
• Because of the drive for profits to grow,
once an organization has saturated one
market, it must reach out (globalize) in
order to continue the profit’s growth.
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‘’Ông Hoàng Sá Xị”
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2. Culture
Culture is the
structure through
which the
communication is
formulated and
interpreted.
https://www.hofstede-insights.com/countr
y-comparison-tool?countries=vietnam
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Dimensions of Culture
• The language dimensions: used to communicate
with other people who have similar values and
beliefs.
• Physical dimensions: relates to the physical
reality of our environment and the cultural
activities of the people.
• Psychological dimensions: relates to our
knowledge, beliefs, and mental activities. The
psychological dimension is measured subjectively.
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1. What do members of a society
SIX DIMENSIONS OF CULTURE assume about the nature of people?
(Gannon, Locke, Amit, Pino, & Kristof-Brown, 2005)
Specifically, are people good, bad, or a
mixture?
2. What do members of society assume
about the relationship between a
person and nature? Specifically,
should we live in harmony with nature
or subjugate it?
3. What do members of society assume
about the relationship between
people? Specifically, should a person
act in an individual manner, or should
he or she consider the group before
taking action?
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4. What is the primary mode of activity in a
given society? Is it being or accepting the
status quo, enjoying the current situation,
SIX DIMENSIONS OF and going with the flow of things? Or is it
CULTURE changing things to make them better by
(Gannon, Locke, Amit, Pino, & Kristof-Brown, setting specific goals and accomplishing
2005) them within specific schedules?
5. What is the conception of space in a
given society? Specifically, is space
considered private in that meetings are held
in private, and people respect an individual’s
need for space by avoiding close physical
encounters? Or is space viewed as public?
6. What is the society’s dominant temporal
orientation: past, present, or future?
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Typical U.S. Businesspersons
In American Ways, Althen and Bennett* (2011)
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Typical U.S. Businesspersons
In American Ways, Althen and Bennett* (2011)
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5. Ethnocentrism
is the belief that your own cultural
background, including ways of
analyzing problems, values, beliefs,
language, and verbal and nonverbal
communication, is correct.
Ethnocentrists believe that their culture
is the central culture and that other
cultures are incorrect, defective, or
quaint.
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Mindsets
• Are ways of being that allow us to see,
perceive, and reason through our own
cultural awareness.
• Are learned by growing up in a
particular culture.
• We learn to be open or closed to
others and their way of living;
however, these mindsets can be
altered.
a growth mindset is
powerful, but only if you
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6. Norms, Rules,
Roles, and Networks
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6. Norms, Rules, Roles,
and Networks (cont.)
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7. Subcultures and Subgroups
Subcultures are groups of people possessing
characteristic traits that set apart and distinguish
them from others within a larger society or
macroculture.
• The group members are self-identifiable; that is, group
members want to be considered a part of the group.
• Group members exhibit behavior that is characteristic
of the group.
• The macroculture recognizes the group as a subculture
and has given it a name; for example, senior citizens
(Klopf & McCroskey, 2007).
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7. Subcultures and Subgroups (cont.)
Subgroups, although also part of the macroculture,
are groups with which the macroculture does not
agree and with which it has problems
communicating.
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Spatial intelligence
• is an important aspect of cultural
intelligence;
• it involves the way space is used during
greetings and introductions, as well as
during meetings and other encounters.
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Interpersonal
intelligence
The ability to understand
other people and their
motivations.
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9. Communication Barrier
• Communication barriers are
obstacles to effective
communication.
• When encountering someone
from another culture,
communication barriers are
often created when the
behavior of the other person
differs from our own.
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The following are barriers
to communication:
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The following are barriers
to communication (cont.):
• Emotional: personal feelings of the listener
• Linguistic: different languages spoken by
the speaker and listener or use of a
vocabulary beyond the comprehension of
the listener
• Nonverbal: nonword messages
• Competition: the listener’s ability to do
other things rather than hear the
communication
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10. Intercultural Constructs
Borden (1991) lists 07 constructs that individuals must possess if they are going
to succeed interculturally. The degree to which we can understand intercultural
communication depends on the degree to which the following are true:
1. We are aware that our intent to communicate
may result in only expressive behavior or
information gathering, respectively.
2. Our cybernetic (self-concept) in one culture can
operate independently of our cybernetic in
another culture.
3. We are competent in the languages of other
cultures.
4. We can work within the constraints (personal,
situational, and cultural) of the human
communication system established by the
communication from other cultures.
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10. Intercultural Constructs (cont.)
Borden (1991) lists 07 constructs (cont.):
5. We are culturally literate in our own and other
cultures.
6. We know the position of our culture and other
cultures on the four universal dimensions of
values and their interaction with the cultural
orientation model.
7. We know the cultural orientation of our culture
and other cultures on the associative–
abstractive, particularistic–universalistic, and
closed-minded/open-minded dimensions and
can use it as the first approximation of the
cognitive style of the communicants.
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11. Global Mindsets
For managers to be successful interculturally,
they will need to develop a global mindset.
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11. Global Mindsets (cont.)
The Thunderbird Global Mindset Project involved interviews
with 215 international executives in the triad. The interviews
identified the following attributes as needed by successful
intercultural managers (Javidan, Hough, & Bullough, 2010):
Intellectual Capital
• Global business savvy
• Cognitive complexity
• Cosmopolitan outlook
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11. Global Mindsets (cont.)
The Thunderbird Global Mindset Project involved interviews
with 215 international executives in the triad. The interviews
identified the following attributes as needed by successful
intercultural managers (Javidan, Hough, & Bullough, 2010):
Psychological Capital
• Passion for diversity
• Quest for adventure
• Self-assurance
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11. Global Mindsets (cont.)
The Thunderbird Global Mindset Project involved interviews
with 215 international executives in the triad. The interviews
identified the following attributes as needed by successful
intercultural managers (Javidan, Hough, & Bullough, 2010):
Social Capital
• Intercultural empathy
• Interpersonal impact
• Diplomacy
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12. Multinational
Management Orientations
• Multinational firms, those located in
more than one nation, generally will
follow either an ethnocentric,
polycentric, geocentric, or regiocentric
form of management.
• All multinational or global corporations
are transnational, which means they
cross the borders of countries in
conducting their business (Moran &
Stripp, 1991).
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12. Multinational Management
Orientations (cont.)
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Comparison of Domestic and Global Mindsets:
DOMESTIC MINDSET GLOBAL MINDSET
Functional expertise Bigger, broader picture
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12. Multinational Management
Orientations (cont.) Ethnocentric management
practices are employed when a
firm is located in one country and
all its sales are in the same
country. Ethnocentric
management does not account for
cultural differences in the
workforce. All workers will be
treated the same.
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12. Multinational Management
Orientations (cont.)
Polycentric management
practices consider the culture of
the country in which the firm is
located. The people in charge
consider the cultural needs of the
workers in the area in which the
firm is located.
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12. Multinational Management
Orientations (cont.)
Regiocentric management
considers the region rather than
the country in which the firm is
located, realizing that countries
can and often do have many
different cultural backgrounds.
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12. Multinational Management
Orientations (cont.) Geocentric management
requires a common framework across
countries with enough freedom for
individual locations to operate
regionally to meet the cultural needs
of the workers. Geocentric refers to
the synergy of ideas from different
countries of operation.
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Ten Commandments for Going
International (Bosrock, 1995)
1. Be well prepared.
2. Ask questions, be observant, and listen.
3. Make an effort; trying and making a mistake is better
than not trying at all.
4. When problems develop, assume the main cause is
miscommunication.
5. Be patient; accomplishing your goals in another
country/culture usually requires more time and
effort.
6. Assume the best about people; most people act on
the basis of their learned values and traditions.
7. Be sincere.
8. Maintain a sense of humor.
9. Make an effort to be likable; when people like you,
they will forgive your mistakes.
10. Smile.
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1. At a reception for a U.S. political candidate, the guests
appear to be divided into groups. People in some groups are
all African American, others are Latin American, and others
are Asian. Explain the cultural phenomena that are
operating at this political gathering
2. The U.S. automotive manufacturers have complained about
Japanese automotive imports and that the U.S. car firms are
locked out of the Japanese market. The Japanese have
countered that the U.S. firms have not done their
homework; they offer cars that are too big or are not
fuel-efficient. Although U.S. car sales have decreased in the
Case study United States, Japanese car sales have increased. Japanese
manufacturers have begun to assemble cars in the United
States; many U.S. firms are moving part of their operations
to Mexico. Discuss the implications to these firms as they
globalize.
3. It is commonly said that most countries’ industrial leaders do
not have the mindset necessary to be successful in all the
three industrial triads in the world (North American, Asian,
and European). For example, some U.S. companies have
pulled out of China. Explain how the different multinational
management orientations would be difficult for people from
each of these triads to use in the other two triads in order to
be successful.
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