LESSON 2

Communication
and
Globalization
 OBJECTIVES

At the end of the lesson, you should be able to:

a. present ideas on communication and globalization

using text and speech in multiple forms;
b. explain the impact of globalization on communication,
and vice versa;
c. reflect on a learning experience.
Guess which brand each of
the following logo designs
represent.
Communication is essential for personal
and professional effectiveness. It helps
establish good relationships, creates a
better working environment, strengthens
Communication
collaboration and cooperation, and
unifies conflicting ideas.
and
The term "globalization" on the other
Globalization
hand, is very complex to define because
different scholars and institutions view it
differently. Nonetheless, the basic
concept of globalization is the
expansion and integration of the
cultural, political, economic, and
technological domains of countries.
 The United States of America
(General Electric, Chevron,
This reflects that the world is
Starbucks, and McDonalds),
borderless, and the countries
Japan (Toyota and Honda), and
are interconnected and
the Philippines (Jollibee and
interdependent.
Bench) have local companies
that have expanded overseas
and have become transnational
or multinational.
With the advent of globalization associated
with advanced technologies and systems
across regions, the flow of communication
and information has become smoother,
faster, and easier. Plus, business
transactions and partnerships among local
and international institutions have become
more efficient. One best example is the use
of electronic mail (e-mail) such as Gmail
and Yahoo Mail, or social networking sites
such as Facebook, Twitter, and Instagram.
 1. Express your ideas effectively in
How to communicate verbal, non-verbal, and written forms
in either a digital or non-digital
effectively in a global environment.
2. Use effective listening skills to evaluate
society arguments and rationalize judgments,
and improve job-effectiveness and
work relationship.
H
3. Communicate with purpose to a
variety of audiences.
4. Promote collaboration and
cooperation with others.
5. Understand the concept of diversity
and promote respect all the time.
6. Use technology and social media
responsibly.
 LESSON 3

Communication
in Multicultural
Contexts
Objectives
At the end of the lesson, you should be able to:

1. determine situations, which display effective

communication in a multicultural context;
2. discuss culturally appropriate terms, expressions,
and images;
3. write about various and intercultural
communication modes and issues;
4. increase cultural and intercultural awareness and
sensitivity in communication of ideas; and
5. reflect on learning experiences.
With the emergence of a global society, academic and professional
environments have become multicultural. That means you coexist
with people from diverse or different cultural backgrounds, beliefs,
religions, gender, nationalities, religion, and ethnicity.

Your verbal communication is always accompanied by non-verbal

cues such as gestures, facial expressions, and other body
movements that add to what you are saying in different ways. For
example, it is very normal for Americans to shake hands as a form
of greeting but not for the Japanese who bow when they greet
each other. Another is “nodding” to mean "yes” in some
nationalities like Indians and Latin Americans, but in other
countries like Syria, Turkey, and Greece “nodding” means "no.”
Indeed, when you communicate in a multicultural context, it is
essential for you to learn, acknowledge, and understand the
various communication and behavioral patterns present in other
cultures locally and globally.
According to Bennett and Bennett (2004), the
developmental model of intercultural sensitivity
(DMIS) has six stages which are as follows:
THE DEVELOPMENTAL MODEL
Stage 1: Denial OF CULTURAL SENSITIVITY
The individual does not recognize cultural
differences.

Stage 2: Defense
The individual starts to recognize cultural
differences and is intimidated by them.

Stage 3: Minimization
Minimization he/she banks more on the
universality of ideas than cultural differences.
According to Bennett and Bennett (2004), the
developmental model of intercultural sensitivity
(DMIS) has six stages which are as follows:
THE DEVELOPMENTAL MODEL
Stage 4: Acceptance OF CULTURAL SENSITIVITY
The individual begins to appreciate important cultural
differences in behaviors and eventually when
accepting new perspectives, and values.

Stage 5: Adaptation
The individual becomes very open to world views
when accepting new perspectives; and

Stage 6: Integration
The individual starts to go beyond his/her own
culture and sees himself/herself and his/her actions
based on multifarious cultural viewpoints.
Once you have understood these stages,
you may utilize a model which will help you
(1) recognize different communication
behaviors, (2) take into account what can
influence these types of behaviors, and (3)
analyze differences between linguistic and
cultural communities.
INTERCULTURAL COMMUNICATION SKILLS

When you interact, negotiate or convey

information in a multicultural setting, you
apply your intercultural communication skills.
Simply put, intercultural communication is
the sending and receiving of information,
ideas, or messages across languages and
cultures.
Vulpe, Kealey, Protheroe, and Macdonald
(2001) of the Centre for Intercultural
Learning released a publication entitled
“Profile of the Interculturally Effective
Person,” which provides competencies of
someone who works and communicates
successfully in another culture. According to
Vulpe et al. (2001), one of the major
competencies of an intercultural effective
person is intercultural communication,
whose core skills include the following: