Business

Communication
Submitted by : Harmeet Singh BBA 2 ‘C’
Submitted to : Ms. Dilpreet Kaur Shift 2nd
Enrolment no. : 35191101721
EMIC

Studies one culture alone to understand culture specific

behavior.
Studies behavior through the perspective of the people who live
in the culture.
How behavior is linked with the culture and the meaning it has
in the culture is emphasized.
EMIC Example

McDonalds is an example of a
brand that uses emic
advertisement, i.e, culturally
specific.

An emic concept is one specific

to that culture e.g. In India the
cow is sacred so the beef in Big
Mac is replaced with chicken
ETIC

Etic research compares psychological

phenomena across cultures with the goal of
finding out if they are universal or culture-specific.
Compares and contrasts behaviors in a culture.
The etic (scientist-oriented) approach shifts the
focus from local observations, categories,
explanations, and interpretations to those of the
anthropologist. The etic approach realizes that
members of a culture often are too involved in
what they are doing... to interpret their cultures
impartially
ETIC Example
+Starbucks is an example of a brand that uses
etic advertising i.e. Universal. Starbucks has
had major success because anywhere in the
world a starbucks will serve the same coffee in
the same comfy cosy surroundings
+An etic concept is one which is thought to be
universally true e.g. All humans love coffee so
keep it the same everywhere
 EMIC VS ETIC
Emic
+ Focuses on one culture and looks
for culturally specific behaviors.
+ Looking for “culturally specific
behavior”
+ Emphasizes uniqueness of
cultures.
+ Seek an inside perspective,
Etic
+ Compares psychological
theories across cultures.
+ Looking for “Universal
behaviors”
+ Emphasizes similarities and
differences between culture.
+ Brings outside perspective.
Idea of
Globalization
+ Globalization is the word used to describe the growing
interdependence of the world's economies, cultures,
and populations, brought about by cross-border trade
in goods and services, technology, and flows of
investment, people, and information.
+ Globalization is a term used to describe how trade and
technology have made the world into a more
connected and interdependent place. Globalization
also captures in its scope the economic and social
changes that have come about as a result.
+ Ideas, like goods and services, also flow across
borders and their globalization is well under way.
among nations. It is reflected in the growth of cross-
border trade in goods and services. Ideas, like goods
and services, also flow across borders and their
globalization is well under way.
Cultural barriers to
communication
+ Cultural diversity makes communication difficult as the mindset
of people of different cultures are different, the language, signs
and symbols are also different.
+ Different cultures have different meaning of words, behaviors
and gestures. Culture also gives rise to prejudices,
ethnocentrism, manners and opinions. It forms the way people
think and behave. When people belonging to different cultures
communicate, these factors can become barriers.
+ The way you communicate is affected by the culture you were
mentioned in. The opposite is also true. Culture is, to a large
extent, determined by the way we communicate.
+ In America, people communicate freely and that is a part of
their culture. In Germany, an Indian who is used to being very
indirect with his communication might find their direct way of
speaking rude.