Local and Global

Communication in
Multicultural Settings
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Warm-up Activity
Read the advertisement assigned to your group.
After 5 minutes of group discussion, present in front
your answers to the following questions:

1. What cultural blunders/mistakes did you observe?

2. What do you think will be the effect of these blunders
towards communication in multicultural contexts?
3. If you are to modify the concept of the ad, how would
you do it in such a way that you will avoid the
blunders?
Hitler Ice Cream
(Yes, you read that right)
Offensive Ford ads
A Food Basics flyer gets it all wrong
Nike commits cultural faux pas
Local and Global Communication in
Multicultural Setting
Intercultural communication
Whenever cultural variability influences the nature and
the effects of communication, Intercultural
communication is at work.

Variations of intercultural communication:

 Interracial communication
 Interethnic communication
 International communication
 Intracultural communication
Intercultural Communication and Its
Various Forms
Interracial communication is interpreting and sharing
of meanings with individuals from different races.
Interethnic communication refers to interaction with
individuals of different ethnic origins.
International communication is the communication
between persons representing different nations.
Intracultural communication is the interaction with
members of the same racial or ethnic group or co-
culture as yours.
Understanding One Another
Concepts to consider in understanding other people across
culture:
Cultures and Co-cultures – to become more adept at
communicating with persons who are culturally different
from ourselves , we need to learn not only about their cultures
but also about our own.
A culture is the system of knowledge, beliefs, values,
customs, behaviors, and artifacts that are acquired, shared,
and used by its members during daily living.
Within culture as a whole are co-cultures; these are
composed of member s of the same general culture who differ
in some ethnic or sociological way from the parent culture.
Co-culture Strategies
Suggestions on how one conducts himself/herself within
co-cultural occasion.
 Assimilation – is the means by which co-culture members
attempt to fit in with members of the dominant culture.
 Accommodation – is the means by which co-culture
members maintain their cultural identity while striving to
establish relationships with members of the dominant
culture.
 Separation – is the means co-culture members use to
resist interacting with members of the dominant culture.
Exploring Cultural Dialectics
Four Variables Used to Distinguish Cultures:
 Individualism versus Collectivism
individualism refers to cultures in which individual goals are
stressed while collectivism refers to culture in which group
goals are stressed.
 High-context versus Low-context Communication
High-context is a tradition-bound communication system
which depends on indirectness while low-context
communication is a system that encourages directness in
communication.
 High-power distance versus Low-power distance
High power distance cultures are based on power differences in
which subordinates differ to superiors while low-power
distance cultures believe that power should be used only when
legitimate.
 Masculine versus Feminine Culture
Masculine cultures value aggressiveness, strength, and material
symbols of success. Feminine cultures are cultures that value
tenderness and relationships.
Intercultural Effective Person should have:
Ability to express understandable and culturally
sensitive thoughts, feelings, opinions and expectations.
Ability to engage and immerse in the local culture and
language.
Ability to establish shared meanings with the local
people to avoid stereotyping and miscommunication.
Ability to develop a language capacity such as using local
greetings and opportunities to use the local language in
other contexts.
Ability to empathize with how the local see the world.
General Guidelines for Communicating in
a Multicultural Context
 Avoid asking inappropriate or personal questions.
 Avoid stereotyping or generalizing certain groups. Keep an
open mind and be flexible.
 Avoid using jargons, highfalutin terms, and gender-biased
languages.
 Be sensitive, polite, tactful and respectful at all times.
 Listen attentively when others are speaking.
 Show consideration
 Make positive interpretations of the actions and words of
other people.
 Learn non-verbal cues of other cultures.
Ways to Avoid Gender-Biased Language
Substitute gender-biased pronouns with
articles/determiners.
Sexist: Every employee is entitled to his 13th month pay.
Non-sexist: Every employee is entitled to a 13th month
pay.
Use plural pronouns instead of singular pronouns.
Sexist: Each employee must submit his proposal next
week.
Non-sexist: All employees must submit their proposal
next week.
Use either/or pronouns (he/she, his/her,). However avoid
putting men first all the time.
Sexist: Every applicant must fill his application form.
Non-sexist: Every applicant must fill his/her application
form.
Use second person pronoun (you, your) over third person
pronoun (he, she). Be careful to change the meaning of the
statement.
Sexist: The sales manager should prepare his marketing
proposal for our new product.
Non-sexist: You should prepare your marketing proposal for
our new product.
Use appropriate titles.
Sexist: Dear Sir (unknown addressee)
Non-sexist: Dear Sir/Madame (unknown addressee)
Attention: HR Manager
Note:
Use Ms. If you have no idea if the female addressee is
single or married. Use Mrs. If you are sure that the
female addressee is married.
Use words that are free from gender
prejudice and unfair assumptions.
Group Activity.
Create a film (at least 25-30 minutes) about Communication in
Multicultural Contexts . Your film should highlight cultural and
intercultural awareness and sensitivity in communication. You can
choose any genre as long as it depicts the theme (Communication in
Multicultural Contexts). Assign roles to each member. Provide subtitles
for your film for clarity purposes. Be creative in your concept and ideas.

Note:
Filming in far and dangerous places is strictly discouraged!
This is part of your AT (Assessment Task) 100 points.
Deadline is on December 20, 2019 (1:00-5:00 pm only).
Submit through my email: hernybon92@gmail.com (Please
indicate your section and group number with the complete
names of group members).