CHAPTER 3: LOCAL AND GLOBAL COMMUNICATION IN A MULTICULTURAL

SETTING
Rationale: Communication and globalization in the 21 st 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.

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 ti 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 tome.”
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 he cultural and contextual factors embedded in it.
 It is also challenging due to many ways in which communications can vary between cultures s
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 consideration, good
communication is attainable.
 Lewis (2008) provided the following ABC’s of intercultural communications.

A ACKNOWLEDGE Differences in communication style should be acknowledge. 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 frustrations.

CULTURAL COMMUNICATION BARIERS

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 ti work harmoniously with others of a different background.
 LANGUAGE BARRIER - It is very evidently the primary barrier to communication in second
and foreign language contexts. Because pf its complexity communication between people
speaking different languages is difficult.
 HOSTILE STEREOTYPES - Stereotypes are generalizations or assumption 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
misunderstanding. 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.

EHANCING ORAL COMMUNICATION IN MULTICULTURAL SETTINGS

1. Learn foreign phrases 6.Check frequently for comprehension
2. Use simple English 7.Accept blame
3.Speak slowly and enunciate clearly 8.Listen without interrupting
4.Observe eye messages 9.Smile when appropriate
5.Encourage accurate feedback 10.Follow up in writing

DEVELOPING WRITTEN COMMUNICATION TO MULTICULTURAL AUDIENCES

1. Consider local styles 6.Use correct grammar
2.Observe titles and status 7.Cite numbers carefully
3.Use short sentences and paragraphs 8.Accommodate the reader in organization,
tone, and style.
4.Avoid ambiguous expressions
5.Strive for clarity

AMBIGUOUS EXPRESSIONS
 IDIOMS AND FIGURATIVE CLICHES - This form of language uses words and expressions
with a meaning that is different from the literal interpretation. (go with the flow, do the dirty
work)
 SLANG - It is a shortcut or highly colloquial word that suggests excessive informality and lack
of appreciation in the workplace setting. (gonna, wanna, what u see is what u get, Okay)
 ACRONYM - It is formed from the initial letters of other words and pronounced as a word.
(ASAP,AWOL,AKA)

 ABBREVIATION - it is a short form of a lengthy expression. (Acct,ad,w/o,fwd)

 JARGON-It is a type of language that is used in an occupation. Often, words are meaningless
outside of a certain context.(bang for the buck, helicopter view, desk job, cubicle farm.
GENERALIZATION:
 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 also the basis for how we behave in a certain communication
context.
 The context of communication bring a better understanding about culture in general and our
own culture. Context was conceptualized by Edward T. Hall, a cultural anthropologist, as
anything that refers to stimuli, environment, or ambience surrounding an event.
 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. On the other hand, global communication has turned to be a modifying factor of
local communication. It attempts to bring changes that affect communication conventions.
 Language is a cultural component that is linked to intercultural understanding. How language
is used, and its non-verbal forms are decoded based on culture. Hence, enhancing oral and
written communication in intellectual environments is a way to achieving intercultural
competence.
 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.
 In a multicultural context of communication, you should be culturally sensitive to the
differences of this body language. You might fail to communicate effectively if rules and norms
of communication are abandoned.