PURC
WEEK 2 / SEMESTER 1
COMMUNICATION AND GLOBALIZATION
CULTURE
 Encompasses religion, food, what we wear, how
we wear it, our language, marriage, music, what
we believe is right or wrong, how we sit at the
table, how we greet visitors, how we behave with
loved ones, and a million other things (De Rossi,
2017)
CULTURAL IGNORANCE
 Cultural misunderstandings often lead to lost
opportunities and increased levels of tension
between people
CROSS – CULTURAL
COMMUNICATION
 Field of study that looks at how people from
differing cultural backgrounds communicate,
in similar and different ways among
themselves, and how that attempted to
communicate across cultures.
 Intercultural communication is a related field
of study
DEFFINITION OF TERMS
 Accommodation - it is the mean by which co –
cultural members maintain their cultural identity
while striving to establish relationships with
members of the dominant culture
 Assimilation – it is the mean by which co –
cultural members attempt to fit in with the
members of the dominant culture
 Co-culture – it refers to group of people who differ
in some ethnic or sociological way from the
parent culture
 Collectivistic Cultures – cultures in which group
goals are stressed
 Cultural imperialism – the expansion of dominion
of one culture over another culture
 Cultural Pluralism – adherence to the principle of
cultural relativism
 Cultural Relativism – the acceptance of other
cultural groups as equal in value to one’s own
 Culturally Confused – the lacking an
understanding of cultural difference
 Culture – a system of knowledge, beliefs, values,
customs, behaviors, and artifacts that are
acquired, shared and used by members during
daily living
 Diversity – the recognition and valuing of
difference such factors as age, gender, race,
ethnicity, religion, education, marital status,
sexual orientation and income.
 Ethnocentrism – tendency to see one’s own
culture as superior to all others
 Globalization – it refers to the increasing
economic, political, and cultural integration and
interdependence of diverse cultures
 High – context Communication – tradition –
bound communication system which depends on
indirectness
 High – power -distance Cultures – pertains to the
culture based on power differences in which
subordinates defer superiors
 Individualistic Cultures - pertains to the culture in
which individual goals are stressed
 Intercultural Communication – the way of
interpreting and sharing meanings with
individuals from different cultures
 Interethnic Communication – refers to the
interaction with individuals of different ethnic
origins
 International Communication – the
communication between person representing
different nations
 Intracultural Communication – interaction with
members of the same racial or ethnic group or
co-culture to yours
 Interracial Communication – the way of
interpreting and sharing of meanings with
individuals with different race
 Low – context Communication – a system that
encourages directness in communication
VILLARAZA, YOJANNA LOIS S. | BSN1-26 | PRELIM
 PURC | PRELIM

 Low-power-distance Culture – cultures that

believe that power should be used only when
legitimate
 Masculine Cultures – value aggressiveness,
strength, and material symbol of success
 Melting-pot Philisophy – the view that different
cultures should be assimilated into the dominant
culture
 Multiculturalism – engagement with and respect
toward people from distinctly different culture
 Prejudice – it is a positive or negative judgement
 Separation – the means so – cultural members
use to resist interacting with members of the
dominant culture