LOCAL and GLOBAL

COMMUNICATION
in MULTICULTURAL
SETTINGS
 Demonstrate an awareness of the reality of cultural
diversity ;
 Demonstrate an understanding of how cultural
diversity affects communication; and
 Appreciate the benefits and challenges of cross-
cultural communication
 "Because communication is an element of
culture, it has often been said that
communication and culture are inseparable
As Alfred G. Smith (1996) wrote in his preface
to Communication and Culture, "culture is code
we learn and share, and learning and sharing
required communication.
 The term intercultural communication was first
used by Edward T. Hall in 1959, he was one of the
researcher to differentiate cultural on the basic of
how communications are send received. Hall
defined intercultural communication between
persons of different cultures.
 COMMUNICATING ACROSS CULTURES
BY
CAROL KINSEY GOMAN (2011)

Communicating across cultures is challenging.

Each culture has set rules that its member take for
granted. Few of us are aware of our own cultural biases
because cultural imprinting is begun at a very early age
and while some of a culture’s knowledge, rules, beliefs,
values, phobias and anxieties are taught explicitly. Most
of the information is absorbed subconsciously
CULTURE HAS DIFFERENT ORIENTATION
 HIGH CONTEXT CULTURE

High-context cultures (Mediterranean, Slav, Central

European, Latin American, African, Arab, Asian,
American- Indian) leave much of the message
unspecified, to be understood through context,
nonverbal cues, and between- the-lines
interpretation of what is actually said. By contrast,
 LOW-CONTEXT CULTURES
Low-context cultures (most Germanic and English-
speaking countries) expect messages to be explicit and
specific.
 SEQUENTIAL CULTURES
In sequential cultures (like North American, English,
German, Swedish, and Dutch), businesspeople give full
attention to one agenda item after another.
SYNCHRONIC CULTURES
In synchronic cultures (including South America,southern
Europe, and Asia) the flow of time is viewed as a sort of
circle, with the past, present, and future all interrelated.
Synchronistic cultures' context is to understand the presen
and prepare for the future.
 CULTURAL COMMUNICATION
In international business practices, reason and emotion both
play a role. Which of these dominates depends upon whether
we are affective (readily showing emotions) or emotionally
neutral in our approach. Members of neutral cultures do not
telegraph their feelings, but keep them carefully controlled
and subdued. In cultures with high affect, people show their
feelings plainly by laughing, smiling, grimacing, scowling,
and sometimes crying. shouting, or walking out of the room,
When it comes to communication, what's proper
and correct in one culture may be ineffective or
even offensive in another. In reality, no culture is
right or wrong, better or worse-just different. In
today's global business community, there is no
single best approach to communicating with one
another. The key to cross-cultural success is to
develop an understanding of, and a deep respect
for, the differences.
 ON INTERCULTURAL/ INTERNATIONAL
COMMUNICATION

Communication requires coding and

symbols that must be learned and
shared; (1977) observed that every
cultural pattern and every single act of
social behavior involves communication.
 Culture cannot be known with a study of
communication, and communication can only be
understood with understanding of the culture it supports.
(Jandt,2002).
To gain a better understanding of the field of
intercultural communication, a knowledge of frequently
used terms is important, such as intercultural,
international, and multicultural are often used
interchangeably.
 •A contact occurs between cultures.
Diffusion takes places. Diffusion is the
process by which the two cultures
learn and adopt materials and adapt
practices from each other.
• With the increased globalization of
the economy and interaction of
different cultures, the concept of world
culture has emerged
 A wORLD CULTURE
Is the idea that as traditional barriers among people of
differing culture break down, emphasizing the commonality
of human needs, one culture will emerge, a new culture to
Wich all people will adhere.
INTERCULTURAL COMMUNICATION
(Not be used interchangeably with international
communication) involves communication between two
people of different cultures; It takes place between nations
and governments rather than individuals; it is quite formal
and ritualized. (ex: the dialogue at United Nations)
 On Communication and Globalization

• Globalization is a two way process. If there was no mass media,

globalization would not have been possible. The information
disseminates from on part of the world to other part in seconds,
this miracle is just due to the mass media. Hence we can say that
globalization and mass media are interdependent.
• Globalization has helped the people to be updated with each
every happenings of the world. The thoughts and ideas of
individuals now work in wider perspective.
CULTURE,ENCULTURAT
ION,ACCULTURATION
AND ETHNOCENTRISM
 Culture deals with the way people love ve;
which cultures interact, adaption has to take
place in order for the cultures to
communicate effectively; lastly in dealing
with intercultural communication, awareness
of the symbols of each culture, hw they are
the same, and how they are different.
 ENCULTURATION is the socialization process you go
through to adopt to your society; when you grow un in
one culture, you learn one way of classifying, coding,
prioritizing and justifying reality.a. Types of
Enculturarion

1.Frontage culture this is the culture information that

you are willing to share with outsiders
2. Backstage culture- cultural information that is
concealed from outsiders.
b. Acculturation is the process of adjusting and
adapting to a new and different culture.
1. If people of two different culture absorb a
significant number of each cultural difference
and have a number of similarities Cultural
synergy takes place with the two cultures
merging to from a stronger overridinf culture.
2. People who learn nine than one culture are
multicultural and can move between two
cultures very comfortable.
 C. Ethnocentrism is the belief that you own
cultural background, encoding ways of
analyzing problems, values, belief, language,
and verbal and non-verbal communication is
correct
 REFERENCE
PURPOSIVE COMMUNICATIONS
Using English in Multilingual Contexts
Second Edition
Published in 2022 by C &E Publishing, Inc.
Marily Rañosa Madrunio, and Isabel Pefiaco Martin
THANK YOU