Lesson 10 Communicating Across Cultures. Henan University of Technology Sino-British College Transfer Abroad Undergraduate Programme

Transcription

1 Lesson 10 Communicating Across Cultures Henan University of Technology Sino-British College Transfer Abroad Undergraduate Programme

2 Learning Objectives 1. Why cross-cultural communication is critical to business 2. Different meanings of body language 3. High-Context vs. Low-Context 4. Hofstede s Framework 5. Problems of language 6. Advice for communicating across cultures

3 1 Why Cross-Cultural Communication? Technological advances, such as interactive and mobile communication, have fueled globalization. Effective international communication helps you design products that meet global market needs and win business. Successful communication with international coworkers improves workplace productivity. Communicating with those from other cultures enriches your business and personal life.

4 What Is Culture? The collective programming of the mind which distinguishes the members of one category of people from another. --Dutch sociologist Geert Hofstede s definition of culture

5 2 Different Meanings of Body Language The body (bowing, standing) Head movement Shaking the head yes or no means little in some cultures. Hand gestures The peace sign is considered vulgar in Australia, and the OK sign is insulting in Russia, Germany, and Brazil!

6 Handshakes Across Cultures Americans firm, 5-7 pumps Germans firm single pump French light, quick, not offered to superiors, may include a double kiss British soft, 3-5 pumps Arabs gentle, long-lasting, sometimes with kisses on both cheeks

7 Factors of Human Relationships Time Space Frankness Social hierarchy Workplace values Expressions of emotion

8 Two Theoretical Frames Edward T. Hall High-Context vs. Low-Context Hofstede s Cultural Dimensions Power Distance Individualism vs. Collectivism Masculinity vs. Femininity Long-Term vs. Short-Term Orientation

9 3 Low-Context vs. High-Context Cultures Low-Context Cultures: Tend to be logical, linear and action oriented. Favor explicit messages that they consider to be objective, professional, and efficient. High-Context Cultures: Tend to be relational, collectivist, intuitive, and contemplative. Leave much unsaid and transmit communication cues by posture, voice inflection, gestures, and facial expression.

10 Characteristics of High- and Low-Context Cultures High Context Low Context

11 4 Hofstede s Framework: Individualism vs. Collectivism Individualistic Cultures Tend to prefer initiative, selfassertion, and personal achievement Believe in individual action and personal responsibility. Desire a large degree of freedom in their personal lives Collectivistic Cultures Tend to prefer group values, duties, and decisions Emphasize membership in organizations, groups, and teams Encourage acceptance of group values, duties, and decisions.

12 Hofstede s Framework: Power Distance Power distance is defined as the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally. Cultures demonstrating high power distance view power as distributed unevenly, according to a hierarchy of authority.

13 Hofstede s Framework: Masculinity vs. Femininity Masculine dimension indicates that the society will be driven by competition, achievement and success, with success being defined by the winner or best-in-the-field. Feminine dimension indicates that the dominant values in society are caring for others and quality of life. A Feminine society is one where quality of life is the sign of success and standing out from the crowd is not admirable.

14 Hofstede s Framework: Long-term vs. Short-term Orientation Long-term orientation is when you are focused on the future. You are willing to delay short-term material or social success or even short-term emotional gratification in order to prepare for the future. If you have this cultural perspective, you value persistence, perseverance, saving and being able to adapt. Short-term orientation is when you are focused on the present or past and consider them more important than the future. If you have a shortterm orientation, you value tradition, the current social hierarchy and fulfilling your social obligations. You care more about immediate gratification than long-term fulfillment.

15 Business Communication Differences Your textbook was written for U.S. readers. Guidelines for writing messages may not apply to all cultures: The British prefer a direct approach to negative messages. Asian cultures may view our communication style as too direct. Even social networking preferences vary from culture to culture.

16 5 Problems of Language Lack of Language Equivalency Difficulties with English Multiple meanings of words Two-word verbs Slang and colloquialisms Culturally derived words/phrases

17 Lack of Language Equivalency English words not represented in other languages: The Spanish have no word to distinguish between chairman and president. Italians have no word for wishful thinking. Russians have no word for efficiency, challenge, or having fun. Certain English expressions don t translate well grammatically: Business couldn t be better. We could never be too nice to our customers.

18 Multiple Meanings of Words Avoid words with multiple meanings when communicating cross-culturally: Run Fast Ring

19 Multiple Meanings of Words Possible meanings of run: To move fast To compete for office A score in baseball A break in a stocking A fading of colors

20 Two-Word Verbs Two-Word Verb act out keyed up live down go after get around tie down track down Substitute demonstrate excited, nervous remove, overcome pursue prevent, avoid hold, secure search, find

21 Slang and Colloquialisms Not this: The sales campaign was a flop. But this: The sales campaign failed. I ll touch base with you. Take an educated guess. Don t let him get your goat. I ll talk to you later. Guess using your knowledge. Don t let him upset you.

22 6 Tips: Communicating Cross-Culturally Do your research. Know yourself and your company. Be aware and wary of stereotypes. Adapt your English to your audience. Talk or write as simply and clearly as possible. Word questions carefully. Use continuous confirmation. Be open to change.

23 What s Your Communication Style? Know yourself: Are you low-context, low-power distance, individualistic, masculine, and long-term goals focused? Or is your style high-context, indirect, collectivist, and feminine? Develop better cross-cultural communication by discovering your style.