The Impact of Globalization on

Cross-cultural communication
 What is Globalization?
-is the process of interaction and
integration between people, companies,
and governments worldwide.
Ex: Internet
What is Cross-cultural Communication?
 -refers
to the communication between
people who have differences in any one of
the following: styles of working, age,
nationality, ethnicity, race, gender, sexual
orientation, etc. 
What is Cross-cultural Communication?
-It can also refer to the attempts that are made to
exchange, negotiate and mediate cultural
differences by means of language, gestures and
body language. It is how people belonging to
different cultures communicate with each other.
IMPORTANCE of Cross-Cultural Communication
-It is necessary in order to avoid misunderstandings that
can lead to conflicts between individuals or groups.
-it creates a feeling of trust and enables cooperation.
The focus is on providing the right response
rather than providing the right message.
 IMPORTANCE of Cross-Cultural Communication
-Business Opportunities
-Job Opportunities
-Improves the contribution of employees in a diverse
workplace
-Sharing of views and ideas
-Talent Improvisation
-An understanding of diverse market
 High Context Culture
Cultures that rely heavily on non-verbal and
subtle situational cues in communication.
Examples: African, Arab, Brazilian, Chinese, Filipinos, French, Greeks,
Indians, Indonesians, Italians, Japanese, Korean, Latin Americans, Russian,
Spanish, Thai, Turkish, Vietnamese, etc.
 Low Context Culture
Cultures that rely heavily on words to convey
meaning in communication.
Examples: Australian, English Canadian, English, Finnish, German, Irish,
New Zealand, Scandinavia, Switzerland, United States (except for the
Southern United States)
 Sources of Miscommunication in Cross-Cultural
Communication
1. Ethnocentrism – the emotional attitude the one’s own race,
nation, or culture is superior to all others. It’s also the
inability to accept another culture’s world view.
2. Discrimination - differential treatment of an individual
due to minority status; actual and perceived.
3. Stereotyping – generalizing about a person while ignoring
presence of individual difference.
 Sources of Miscommunication in Cross-Cultural
Communication
4. Cultural Blindness – differences are ignored and one
proceeds as though differences did not exist.
5. Cultural Imposition – belief that everyone should conform
to the majority.
6. Tone Difference – formal tone change becomes
embarrassing and off-putting in some cultures.
 Skills to Overcome Differences
 Respecting differences and working together
 Building trust across cultural boundaries
 Understanding body language
 Connecting with people
 Educate yourself about culture differences
 Sources/References
Google.com/cross-cultural
Investopedia.com/cross-cultural-meaning
Investopedia.com/globalization-meaning
https://www.communicationtheory.org/cross-cultural-
communication/