Multicultural & Global

Communication
Presented By
Dr. Nidhi Singh
 Cultural Diversity in the Workplace

Communication across cultures is necessary due to: Core Cultural Dimensions – Being Different

 Outsourcing  Ethnicity

 Offshoring  Race

 Global supply chains  Gender

Culture  Age

 Customary beliefs, social norms, values, material  Physical challenge

traits, and behavior patterns transmitted from
generation to generation that distinguish groups
of people
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 Cultural Diversity in the Workplace

Corporate Culture

 Shared values and behavioral expectations

 Beliefs
 Standards of business conduct and code of  Assumptions
ethics  Norms
 Behavioral expectations  Customs
 Values  Rituals
 Patterns of operation  Symbols
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 Cultural Diversity in the Workplace

• Cultural Ethnicity and Race Native, African American

 Ethnicity: not clearly defined; identifies• Gender Roles

groups of people with similar
 Societal expectations
characteristics. Hispanic or Latino
 Being a man or being a woman
 Race: people with same language, history,
 Communication differences
and particular similar physical

characteristics. American Indian, Alaskan

 Direct or indirect

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 Cultural Diversity in the Workplace

• Age Diversity
 Age and stage of life stages

 Generational differences

• Physical Challenge
 One in five with a physical challenge in the U.S.

 Usual challenges in workplace: crutches, wheelchair, or walker; seeing, hearing, or

speaking
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 Cultural Diversity in the Workplace

Multicultural Perspectives Communication Barriers

 Cultural background affects communication  Lack of awareness that miscommunication can arise from

 Cultural diversity in the workplace and in the cultural differences

marketplace has increased

 Cultural relativism and ethnocentrism
 Greater understanding of how cultural background
 Cultural relativism: judging values and behaviors of
affects communication is necessary
different cultures against standards of right and

wrong for your own culture

 Ethnocentrism: The inherent belief that your own

cultural traditions and values are superior to others
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 Multicultural Perspectives

Lack of knowledge and understanding of cultures and stereotypes

 Stereotype: assumption that behaviors or characteristics typical of a particular culture define all members of that cultural group;
Result from a limited knowledge of cultural diversity

Discrimination and harassment

 Discrimination: showing favoritism or prejudicial rejection of people because of differences

 Quid pro quo – exchange something for something

 Hostile environment – creating an offensive environment, interfering a person’s job performance, or causing intimidation

Language

 Language differences may be a barrier to effective business communication, even in a same language

 British English vs. American English

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 Multicultural Perspectives

Nonverbal language  primarily communicate emotions, attitudes.

 Clothing and bodily characteristics, physical space and  substitute for, contradict, emphasize or regulate verbal message.

time in communication, movement and body  are often ambiguous.

position(posture, gesture, stance, and movement), eye  are continuous.

gaze, cues of the voice  are more reliable than the verbal message
 Influences the receiver’s understanding and acceptance  are culture bound.
of a message. It …
 always has communicative value.

 is powerful.

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 Multicultural Perspectives

Multicultural Communication Guidelines

 Understand how your own culture shapes your beliefs, values, and behaviors
 Learn about other cultures while keeping an open mind and respecting
differences

 Adapt to variations in cultural communication patterns

 Overcome language barriers
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 Multinational and Global Business

 Multinational business
 Operations targeted toward and conducted in two or more countries

 Global business
 Operations and strategies to serve a world market

 Operating Globally

 Adapting to Global Operations

 Speaking and Writing for a Global Audience

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 Continuum from High-Context to Low-
Context Cultures

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 Multinational and Global Business

High Context Low Context

Indirect communication patterns Direct and specific communication

Fewer words, more nonverbal clues High value on words rather than shared background

Simple, ambiguous messages Structured messages with technical details

Highly verbal people perceived unattractive Informal, smile frequently, frequent use of hand gestures and facial

expressions
Reliance on long-term relationships and underlying meanings
Transitory personal relationships; shared background not assumed for
Long-term view of time
meanings

Appointments considered flexible; “one time” may be within a half

Short-term view of time
hour, week, or month
Emphasis on appointments, management of schedules, and punctuality
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 Multinational and Global Business

High Context Low Context

Values family and group authority Individualism valued

Communication follows spiral logic based on Communication follows linear pattern; emphasizes

relationships rather than linear progression of ideas logic to present ideas and considers the bottom line

Vague, nonconfrontational language preferences Focus on getting a job done, succeeding, and profitability

Honor and face more important than business; Transitory personal relationships; ideas and people

defer to power and position

Information readily accessible, shared with others
Information obtained through private networks

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 Multinational and Global Business

Figure 2.2 Continuum from High-Context to Low-Context Cultures  Low context culture

 High context culture  Value productivity

 Place high value on relationships  Prefer direct communication

 Favor indirect communication  Give minimal attention to relationship building

 Assign meaning to shared history, nonverbal signals,

and the context of the message

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 Multinational and Global Business

Speaking and Writing for a Global Audience

Learn and use a few phrases and greetings in the receiver’s
native language

Use the indirect or direct style to match the style of the

receiver
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 Global Communication Strategies

Review Business Communication Principles

Analyze the Message Receiver
Be Open to and Accepting of Other Cultures
Learn about Other Cultures and Apply What You Learn
Consider Language Needs
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 Summary of Learning Objectives

Explain how cultural differences affect business communication

Identify cultural barriers to communication
Explain basic guidelines for effective multicultural communication
Discuss communication challenges in a global environment
Describe key strategies for effective global business communication
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