Cross Cultural

Dimensions of
communication
 Cultural aspects are very important in
communication, more so in the modern
times due to the rapid development of
international business. People of different
countries and diverse cultural backgrounds
are meeting and coming in contact for
various purposes by means of both verbal
and nonverbal communication. So it is
pertinent to make your communication
best suited and appropriate to the
needs/expectations of a
person/organization rooted in a different
culture.
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Cross-cultural communication has been the
topic of research of various disciplines for a
long time. Globalization phenomena brought
upon growth and internationalization of
businesses, consequently resulting in
necessity and practicality of studying cross-
cultural communication. With the increase in
number of business opportunities beyond
national borders, many firms choose to
expand their operations abroad often without
acknowledging that the potential financial
prosperity may turn into disastrous situation
due to the implications of cross-cultural
communication with business partners
outside of own culture.
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Cultural diversity
There are cultural differences among
people across the world, and even within
the same country. By repeatedly coming
in contact, different cultures profoundly
impact each other. But, dealing with
people of different cultures in an
organization becomes difficult when these
people insist on preserving their different
identities.

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Today, the different cultural groups
demand the right to be, and to remain,
proudly different.
The ideal of ‘homogeneity’ or of the
‘melting pot’ is being replaced by that of
the ‘salad bowl’- a dish in which diverse
ingredients keep their identity.
The clear message is that the need is not
only to recognize but also to respect and
care for the diverse groups.

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Implications for Verbal
communication
It should be remembered that in the sphere
of international business communication
there are vastly different ways of
expressions, both oral and written.
Some countries may be more formal or
precise in written business communication
than others.
In oral communication too, there are a lot of
differences.

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For eg., Americans are quite informal and
like to call their colleagues by their first
name. The British are not so informal
though they are fast falling in line with the
Americans. But Germans are offended
when addressed by their first names. They
feel that first names are informal and are
reserved for family, friends and relatives.
Indians too have a similar attitude and
therefore generally address there
colleagues by sir/ ma’am or Mr., Miss or
Mrs. as the situation demands.

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Implications for Non-Verbal
Communication
Cultural Diversities are more prominently
visible in non verbal communication,
especially in body language. For eg., in
North America people generally stand at
some distance from each other while
talking, in middle east they stand closer
whereas in Latin America they might
maintain an even lesser distance.

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 Shaking hands while formally greeting is
very important all around the world but it
is given very special importance in certain
cultures(like Persia) where no headway
can be made without a firm, warm
handshake.
Generally all across Europe people are
supposed to be ‘properly’ or formally
dressed for occasions and be punctual for
meetings. Americans too have a high
regard for punctuality but in matters of
dressing they are somewhat casual.
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 Comparatively British and Indian people
are more particular and formal while
dressing, but now, under the fast
spreading influence of the American
culture, they are increasingly moving
towards casual looks.
Similarly, people of different cultures may
be very different in the usage of gestures,
postures and Rituals. One must
understand and be careful while using
gestures which might be misunderstood or
differently interpreted in different cultures.

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Hence for a proper Business communication,
people have to make serious efforts to
acquaint themselves with the cultural
aspects of verbal and non verbal
communication across national/ regional
boundaries. In the absence of such a
constant effort to learn different cultures,
there is a risk of communication breakdown
or embarrassment.

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