LOCAL & GLOBAL COMMUNICATION

Creation of a Global Village

Multicultural and Global Communication
Communication Across Cultures is Necessary due
to:

•Outsourcing
•Offshoring
•E-commerce
Culture

•Customary beliefs, social norms, values,

material traits, and behavior patterns
transmitted from generation to
generation that distinguish groups of
people
Corporate Cultural Dimensions
• Behavioral expectations
• Values
• Patterns of operation
• Beliefs
• Assumptions
• Norms
• Customs
• Rituals
• Symbols
•An organization's culture is the systematic
way employees, leaders, and work groups
behave and interact with each other.
•Company culture is collectively composed
of values, beliefs, norms, language, symbols,
and habits. Knowing and understanding
your company's culture (or
another company's culture) can be quite
useful.
Core Cultural Dimensions

•Ethnicity
•Race
•Gender
•Age
•Physical disability
Cultural Ethnicity and Race

•Ethnicity relates to common history.

•Race relates to characteristics transmissible
by descent.
Gender Roles

• Men and women tend to communicate differently.

• Societal expectations of men and women affect how they interact
with one another.
Age Diversity

• Age and stage of life affect individuals

• values and how others perceive them.
•
Physical Disability

•
• The Americans with Disabilities Act (ADA) removes unreasonable
barriers to employment in an effort to prevent discrimination against
people with disabilities.
Multicultural Perspectives

• Cultural background affects communication.

• Cultural diversity in the workplace and in the marketplace has
increased.
• Greater understanding of the connection between culture and
communication is necessary.
Cross-Cultural Communication Barriers

• Cultural relativism
• Ethnocentrism
• Lack of knowledge and understanding of other cultures
• Discriminatory behaviors including harassment
• Language differences
Cultural Relativism

• Compares the values and behaviors of different cultures and usually

means judging them against standards of right and wrong from your
own culture
Ethnocentrism

•The inherent belief that your own cultural

traditions and values are correct and
superior
Stereotypes

•Assumption that behaviors or characteristics

typical of a particular culture define all
members of that cultural group
•Result from a limited knowledge of cultural
Diversity
Discrimination

•Showing favoritism or prejudicial rejection

of
•people because of differences
•
Sexual Harassment

• Unwelcome behavior of a sexual nature or with

sexual overtones
• Quid pro quo
• Hostile environment
Languages

•Language differences may be a barrier to

effective business communication.
Nonverbal Language

• Influences the receivers understanding and

• acceptance of a message
• Is believed rather than the verbal message if the
• two are inconsistent
Multicultural Communication Guidelines

• Understand your own culture.

• Keep an open mind and respect diversity.
• Identify and adapt to language differences.
Multinational and Global Business

• Multinational business operations targeted

toward and conducted in two or more countries
• Global business operations and strategies to
serve a world market
High Context Cultures

•Place high value on relationships

•Favor indirect communication
Low-Context Cultures

•Value productivity
•Prefer direct communication
•Give minimal attention to relationship
building
Speaking and Writing for a Global Audience

• Learn and use a few phrases and greetings in the

receivers native language.
• Use the indirect or direct style to match the style
of the receiver.
Global Communication Strategies

• Review business communication principles.

• Analyze the message receiver.
• Be open to and accepting of other cultures.
• Learn about other cultures and apply what you
learn.
• Consider language needs.