WHAT IS INTERCULTURAL

COMMUNICATION?
• Intercultural communication, more precisely then, is defined as the
study of communication between people whose cultural perception
and symbol system are distinct enough to alter their communication
e.g.
• Communication between two people from different cultures is said to
be intercultural communication. It comes in to existence when a
person from one culture tries to communicate with the person from
another culture, a communication is understood.
HOW TO COMMUNICATE GLOBALLY
• Stay updated constantly with developments in
communications and information technology
• Be aware towards the language barrier
• Be considerate of culture varies
• Learn how the associates deal with things in their
countries
 G L O B A L I Z AT I O N
in Effective Intercultural Communication
• GLOBALIZATION is a process of interaction/integration among the people, companies, and
governments of different nations WHICH is a process driven by international trade etc.
• Examples of failure in effective Intercultural Communication
• 1- In China, KFC’s “Finger licking good” was translated as “Eat your fingers off”.
• 2- “Nova” compact car by Chevrolet in Spanish means “does not go”.

• ESSENTIAL aspects of intercultural communication in the context of globalized are

• How people communicate, manage, work together, approach deadlines, negotiate, meet, greet and build
relationships.
• WHY globalization is important to achieve an effective intercultural communication?
• 1- Businesses with a mix of cultures working together.
• 2- Businesses wanting to trade successfully abroad.
• “Businesses” here means anything related to information exchange process (politics, economy, social)
 KEY ASPECTS
of intercultural communication in terms of globalization

1. PERCEPTION
• Internal process by which we select, organize and intercept information from the outside.
• We tend to reflect upon surroundings based on our cultural influences.
• Our perceptions are culturally determined and it influence the way we communicate.
• For example, “babi” may sounds harsh to Malaysian but in some language it means “father”.

2. BELIEFS
• The judgement that we make, it can be true or even wrong.
• Most of it are about how things work, why things are the way they are, and where things come
from.
• Beliefs can help us to understand the environment of other culture.
 CONT.

3. VALUES
• Shortly means an enduring set of beliefs that serve to guide or direct our behavior.
• It represents the norms of the culture like what is good or bad, rude or polite etc.
• Its like set of rules for anyone to behave, different culture have different rules.
• For example, Malaysian open their shoes and leave it outside once entering someone’s house.

Example on how intercultural communication (globalized) based on culture, pragmatics

and interactional norms.
The word “Thank You” =
Australian framework: Shows gratitude and appreciation
French framework: Thanking is reserved for unusual or unexpected actions things

“IF YOU’RE CLOSE TO A FRENCH, DON’T ALWAYS THANKS THEM FOR ROUTINE/THINGS THAT SHOULD BE DONE, OR THEY WILL THINK IT IS
AN INSULT”
 L O C A L I Z AT I O N
in Effective Intercultural Communication
• LOCALIZATION is a means of bridging the gap between cultures.
• For localization to be successful, however, the technical communicator must be knowledgeable in linguistics,
translation, rhetoric, and communication.

• To FACILITATE the localization:

• Avoid using slang and jargon.
• Learn what is considered acceptable rhetoric in the target country.
• Learn what is proper syntax and word order.
• Recognize the importance of smaller details (meanings of colours, numbers, hand gestures).

Proper localization eases communication between cultures

while poor localization could result in awkward and unclear
products, which could lead to miscommunication between
cultures.
 CONT.

Example on how intercultural communication (localised) based on

culture, pragmatics and interactional norms.
The number “4” =
Malays framework: Just a number, which is more than 3 and less than 5.
Chinese framework: Numbers that bring bad luck, that is why number 4
sometimes can be seen replaced as 3A etc.

“AWARE SOMETHING THAT IS LOCALISED BY CERTAIN CULTURE TO AVOID

MISCOMMUNICATION”
DEVELOPING INTERCULTURAL
COMPETENCE
• Intercultural competence is the ability to interact and communicate
with people from different cultures in a respectful and effective way.
It is the bridge between diversity and inclusion and is key to creating
welcoming learning environments.
• True intercultural competence cannot exist without recognizing
diverse identities and making intentional steps to be inclusive to
people of varying backgrounds.
 FOUR CONDITIONS FOR EFFECTIVE
INTERCULTURAL COMMUNICATION. (PINTO, 1990)
Technical condition:
• You understand each other’s language
• You can see each other and/or hear
• A possible interpreter does work well
• Technical equipment (phone, radio, television, etc.) well functions
CONT.
Cognitive condition:
• You can understand each on intellectual manners
• The subject of conversation is familiar enough

Interpretative condition:
• You give the same meaning to the used of words, gestures and
mimicry (interprets in the same way)
• Interpreting is more difficult as the language in which you speak is not
your native language
CONT.
Affective condition:
• You must have the same feeling about certain language action –
politeness codes or look to each other directly.
• You are prepared to communicate
 HOW TO IMPROVE INTERCULTURAL
COMPETENCE SKILLS
Study about the country being visited
• It such a necessary to make research regarding cultural norms and standards,
and communication methods for that particular place
• Provide us with better understanding towards culture differences in each country

Practice actively listening and observing

• It is truly crucial to actively focus and listen carefully while people is communicating
with us
• Listening can help us understand others better while interacting
CONT.
Ask when doubt
• By portraying our willingness to ask when we do not understand or lack of
particular culture knowledge. It able to avoid culture mistakes

Paying attention to non-verbal communication

• Observe how people make interaction with others from their similar culture and
follow their lead
• As there are certain cultures that avoid strong eye contact whereas it will make
them utterly uncomfortable
FIVE ACTIONS TO GAIN INTERCULTURAL
COMPETENCE
Learn from the locals
• The locals are full of knowledge. Approach them (in a symbolic way)
as your teachers. Learn from everyone in every way possible.

Be grateful
• Thank everyone, for everything, as often as possible. Find something
positive that you can take from meeting or knowing them.
Immerse yourself
• Try things outside your normal activity comfort zone. This will make
you a more flexible and adaptable learner.

Speak the language

• Learning the local language will give you a richer way of engaging with
your host community while travelling, working or studying abroad.

Have challenging conversations

• There are a lot of cultural differences that exist in the world. Try not
to be shy when chatting with people that offer an alternate viewpoint.