Communication

&Globalization

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

 Desired Learning Outcomes

At the end of the unit, the students must have:

• articulated causes, impacts and effects of communication
to globalization; and
• Explained how globalization affects their lifestyle.

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

WHAT IS
GLOBALIZATION?
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
GLOBALIZATION
- Process by which ideas, goods
and services spread
throughout the world.
- Disappearance of borders
between nations and the rise
and increase of international
relations
GLOBALIZATION
- may be seen as an interconnectedness of economic relationships, political units, as
well as digital networks. As such, technology and other social networks have
transformed the economic and social relationships breaking cultural barriers.
CAUSES OF GLOBALIZATION
Advances in Growth of
Technology Global Media

Growth of Multi- Improved

Companies Transport Systems
The Duterte Administration’s
Infrastructure Plan

Railways,
Urban Mass Transport,
Airports & Seaports

Bridges & Roads

Flood Control Structures

New & Better Cities

8 Trillion Pesos
10
16 short and long span bridges (177,949.94 Inter-Island Linkage / Mega Bridge Program
meters)
PHP1,704.20bn

A series of short and long-span bridges linking island provinces to eventually

connect Mindanao and Visayas to Luzon via land travel.

For Implementation
BATAAN-CAVITE INTERLINK BRIDGE, 31 km
On-going Feasibility Study (under IPIF)

On-going Feasibility Study

For Feasibility Study

MINDORO-BATANGAS LINK BRIDGE, 15km

CAMARINES-CATANDUANES LINK BRIDGE, LUZON (SORSOGON)-SAMAR LINK BRIDGE, 18.2km

10.7km

NEW MACTAN BRIDGE, 0.64km

PANAY-GUIMARAS-NEGROS ISLAND BRIDGE, 19.2
km

CEBU-BOHOL LINK BRIDGE, 24.5km

NEGROS-CEBU LINK BRIDGE, 5.5km

PANGUIL BAY BRIDGE, 3.77km LEYTE-SURIGAO LINK BRIDGE, 23km

GUICAM BRIDGE, 0.54km BOHOL-LEYTE LINK BRIDGE, 22km

3 TAWI-TAWI BRIDGES, 1.05km

SAMAL ISLAND-DAVAO CITY CONNECTOR BRIDGE,

2.85km
IMPACTS OF GLOBALIZATION ON
COMMUNICATION
• Creation of a global village (Herbert Marshall McLuhan)
• Cultural awareness in verbal and non-verbal communication
• Creation of more business opportunities
• Understanding cultural diversity
• Breakdown of cultural barriers
• Relevance to education
• Creation of competitive advantage
• International influence affects ordinary people within a nation
EFFECTS OF COMMUNICATION TO
GLOBALIZATION
• Communication technology
improved political relations
among governments in the world
• Cross-cultural communication
addresses the social needs of
people around the world
• Cheaper online-only sources in
providing national and
international information have
become pervasive
• Effective communication
channels have led to the
globalization of banking industry
• The information highway has
universalized the transmission
and influence of popular culture
OVERCOMING COMMUNCIATION
CHALLENGES
• Flexible Communication Style
• Two-Way Communication (Give and Take)
• Be Concise
• Embrace technology
• Avoiding jargon, slang and localized expressions
• Becoming respectful of cultural and religious differences
GUESS THE
COUNTRY!
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
Communication & Globalization:
Local and Global
Communication in
the Multicultural
Setting

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

 Desired Learning Outcomes
At the end of the unit, the students must have:
1. Demonstrated understanding on the concepts in culture and communication;
2. Articulated the cost of cultural ignorance;
3. Identified and differentiated culturally appropriate terms, expressions and images in
communication across cultures;
4. Described the language registers by categorizing the spoken and written discourses; and
5. Presented the culture of different countries through a group activity

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

LOCAL
COMMUNI
CATION
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
“OPEN THE LIGHTS” “FALL IN LINE”
FILIPINISMS
• refer to words or phrases which are loosely translated from common Tagalog
expressions. Sometimes, they may cause confusion when applied to
conversations with native English speakers. Below are some examples:
FILIPINO’S WAY (FILIPINISM) NATIVE SPEAKER’S WAY

Hey! Time first, I need to drink. Hey! Time out. I need to drink

Next next week The week after next

I slept late I fell asleep late

Take out To go

Hand-carry Carry on luggage

Drink your medicine Take your medicine

Salvaged Assassinated
 FILIPINO’S WAY (FILIPINISM) NATIVE SPEAKER’S WAY

Take your seat Be seated/Have a seat

Rubber Shoes Sneakers

Bottomless Refillable

Sewer Tailor/Seamstress

Xerox Photocopy

Come again Could you say that again (please)?

Fall in line Get in line/Line up/Make a line

Pass by my office later Drop by my office later

For a while Just a second/Just a moment

CR Restroom/Bathroom

Fill up this form Fill out this form

Open or close (referring to an appliance) Turn or off

Tuck Out Untuck

Anything? Is there anything I can do you you?

L1?
L2? Are you a bilingual? Or multilingual?
L3?
 BILINGUAL AND
MULTILINGUAL
• To be bilingual means to be able to
speak two languages. A multilingual
means being able to speak more
than two. This Filipino capability is
vital in the ASEAN brotherhood and in
the global village.
 KOREAN
JAPANESE

ITALIAN

FRENCH

GERMAN/
DEUTSCH
 BABE BRETTY, PAKI
EXPLAIN MAN NU ANAT
DIFFERENCE NA
DEGITOY TALLO, JAK

LANGUAGE VS
MAAWATAN YUS J
PLEAASEEEEE ^_^

DIALECT VS
VERNACULAR
LANGUAGE VS. DIALECT VS. VERNACULAR

¶ LANGUAGE- A system of communication constructed by words, whether

written, spoken, or gestured.

¶ DIALECT- Dialect refers to a form of language that is spoken in a particular

region or by a particular group of people. It includes variations in pronunciation,
vocabulary, and grammar.

¶ VERNACULAR-Vernacular, on the other hand, refers to the everyday

language spoken by people in a particular area or country.
What will you do if you are in a
foreign country?

A. Just act and talk like a Filipino

B. Show no care at all
C. Don’t go anywhere
D. Study their culture
GLOBAL
COMMUNICATION

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

INTERCULTURAL
COMMUNICATION

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

INTERCULTURAL
COMMUNICATION
• Intercultural communication is the process of sharing and interpreting meanings
with individuals from different cultures.
• Exchange of information between individuals who are unalike culturally.
CULTURE
• It is derived from the Latin word colore, which means to tend to the earth and grow,
or cultivation and nurture.

• Sociologists define culture as a way of life of a group of people. This includes their
customs and traditions, behaviors, beliefs, values, artifacts, norms of conduct,
language, fashion, taboos, music, art, literature and concepts of roles, time and the
universe.
• These are generally accepted even without thinking about them, and then are
passed on from one generation to the next through social interactions (e.g., casual
conversations), by imitation (e.g., performing ceremonial rites), or by using symbols
(e.g., gestures, pictures, utterances, or objects that carry a particular meaning).
HABIT VS. CULTURE
Habit is an action done on a regular basis while culture is the arts,
customs and habits that characterize a particular society or nation.
 FORMS OF INTERCULTURAL
COMMUNICATION
• INTERRACIAL
• INTERETHNIC
• INTERNATIONAL
• INTRACULTURAL
 FORMS OF INTERCULTURAL
COMMUNICATION
INTERRACIAL- is a form of intercultural communication that focuses on the interactions between
people representing different historical race. (Aboriginal, African American or Black, Asian, European
American or White, Native American, Native Hawaiian or Pacific Islander, Māori, or some other race.)
INTERETHNIC- is defined as the communication of the representatives of different ethnic
communities in situations of prolonged cohabitation in the same society and citizens of one state
(Suyunova et al., n.d.) Ethnicity refers to shared cultural characteristics such as language, ancestry,
practices, and beliefs.
INTERNATIONAL – is the communication practice that occurs across international borders (Fortner,
1993)
INTRACULTURAL – is a form of intercultural communication that focus on the exchange of
meaningful messages between members of the same cultural group. Culture being the norms, symbols,
stories.
BELIEFS & VALUES
Beliefs are assumptions and
convictions that are held to be
true, by an individual or a group
while values determine what
we think is good, right,
important and beautiful
NORMS
- refer to appropriate behaviors that are accepted in society
- these rules pertain actually to culture and how people in a particular
place are expected to behave react to given circumstances

ROLES
- are norms that are intended for a specific group and it may vary from
culture to culture
- prescribed roles that some individuals in society deviate may cause
imprisonment, death and great misunderstanding
 WHY DO WEE NEED TO LEARN
ABOUT THIS?
- It reduces the strangeness of strangers
- Too many of us have adopted an “us versus them” mentality, which
prevents us from effectively meeting the challenges cultural
diversity presents.
EXPLORING
CULTURAL
DIALECTS
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
 INDIVIDUALISM VS.
COLLECTIVISM
- The cultural dimension of individualism versus collectivism reveals how people
define themselves in their relationships with others. Individualistic cultures (Great
Britain, the United States, Canada, France and Germany) stress individual goals
while collectivists cultures like (Arab, African, Asian and Latin American
countries) give precedence to group goals.

INDIVIDUALISTIC CULTURE COLLECTIVIST CULTURE

Cultivates individualistic initiative and achievement Nurtures group influences.

“I” perspective may be most important “We” perspective is the dominant force.

Emphasis is placed on the developing a sense of self Members are expected to fit into the group.
 HIGH-CONTEXT VS. LOW-
CONTEXT CULTURES
- Edward T. Hall, an American anthropologist, introduced two context cultures –
low and high – that are used to describe cultural differences between or among
societies or groups that are rule-oriented, individualized, and detail-oriented; the
people’s communication style is informal. Meanwhile, high-context cultures refer
to societies or groups where people are implicit, indirect and group-oriented; they
have close connections over a long period of time.
 LOW POWER DISTANCE VS. HIGH POWER
DISTANCE CULTURES
- Power distance measures the extent to which individuals are willing to accept
power differences. Examples of low power distance cultures are Israel, Sweden
and the United States. Meanwhile, Saudi Arabia, India, and Malaysia have high
power distance cultures.
 MASCULINE VS. FEMININE
CULTURE
- Culture differs in their attitude towards gender roles. Examples of high masculine
cultures are Japan, Italy, Mexico and Great Britain. Meanwhile, Sweden, the
Netherlands, Norway, Thailand and China Chile are countries that exhibit a highly
feminine culture.

HIGHLY MASCULINE CULTURE HIGHLY FEMININE CULTURE

Members value male aggressiveness, strength and Members value relationships, tenderness in members
material symbols of success. of both sexes, and values high quality of life.
ETHNOCENTRISM
- is the tendency to see your own culture as superior to all others. It is
a key characteristic of failed intercultural communication efforts.

CULTURAL RELATIVISM
- is understanding the behavior of other groups on the basis of the
context in which the behavior occurs rather than from your own frame
reference. In short, it is the acceptance of other cultural groups as
equal in value to one’s own.
MELTINGPOT PHILOSOPHY
- is the view that different cultures should be assimilated into the
dominant culture. Cultural differences were submerged and
eradicated as quickly as possible rather than accepted by the parent
culture and allowed to thrive.

CULTURAL PLURALISM
- advocates for respect for uniqueness, tolerance for difference, and
adherence to the principle of cultural relativity. In a multicultural
society, every group is believed to do things differently and that’s
okay.
COST OF
CULTURAL
IGNORANCE
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
MANAGING
CULTURAL
DIFFERENCES
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
MANAGING CULTURAL
DIFFERENCES
•Create proactive and not reactive communication
• Manage pre-existing cultural perceptions
• Understand cultural sensitivities; avoid conflict die to differences in beliefs, values and
traditions.
• Buildrapport in person, on the phone, and by e-mail. Be friendly, be polit, and respectful.
Establish a close and harmonious relationship with concerned people of other cultures by
understanding their beliefs, values and rules.
• Understand how words, tone and body/language vary with every culture. Be careful in the
choice of words and nonverbal cues so as not to offend persons with sensitive cultures.
• Increaseself-awareness and adapt a style to the type of culture/situation. Understand the
background (education, religion, socio-economic status, traditions, etc); choose and use
appropriate words and gestures that foster camaraderie, cooperation, and harmony.
POLITICALLY CORRECT
LANGUAGE
POLITICALLY INCORRECT POLITICALLY CORRECT

NEGRO AFROAMERICAN

WHITE CAUCASIAN

HOMOSEXUAL GAY

CRIPPLE PHYSICALLY CHALLENGED

IDIOT, CRAZY, NUTCASE, MAD MENTALLY DISTURBED

BLIND VISUALLY CHALLENGED

LANGUAGE
REGISTER
COLLEGE OF ARTS & SCIENCES Department of Languages & Literature
LANGUAGE REGISTER
- Eaton (2018) defined language register as the level of formality with which you speak.
Different situations and people call for different registers.
- A variety of language used in a particular social setting, using certain words or phrases and
contractions that are not normally used in other settings – or if they did, they may sound
strange or out of place
LANGAUGE REGISTERS
• Frozen or “Static” Register
• Formal Register
• Consultative Register
• Casual Register
• Intimate Register
• Aggressive Style
• Passive Style
• Submissive Style
• Assertive Style
 #COMMUNICATION
HUGOT FOR CHAPTER 3
• “In intercultural communication we need to be
self-aware, conscious and sensitive of the cultural
background of our fellow communicators, so as to
ensure a successful communication process. Just like
love, we need to be sensitive about what and how our
partners feel, if we become aware of how they feel, we
know better how to communicate to them our own
language of love.”
 THANK YOU FOR LISTENING
AND SEE YOU ON CHAPTER 3!

COLLEGE OF ARTS & SCIENCES Department of Languages & Literature

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