LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTING

Communication is often defined as the sharing of information, ideas, and messages between two or
more people. The primary goal, of course, of communication, is to understand the information being
conveyed or shared and at the same time, also to be understood. One of the ways successful
communication can be achieved is to have the involved parties share a mutual knowledge of how the
signs and symbols used in communication come together to create meaning. However,
communication is not as simple as sending and receiving messages as it may involve interaction
between people that come from different backgrounds and cultures. More often than not, how
people impart and understand a message would depend on how they derive or inject meaning into
what is being said (or not said). People read into information based on their knowledge of it,
and their knowledge is ultimately shaped by the culture and environment they are in. It is
important to understand that what is defined as appropriate in terms of communication can
differ from person to person or from culture to culture. Communicating in a culturally appropriate
way would require finding ways to impart and receive messages with respect to the cultural differences
between individuals involved in the communication process. Therefore, to be able to communicate
effectively in the local and global setting, one must be able to understand that there are internal and
external differences one must take into consideration before diving into the process of communication.

What is culture?

Culture is often defined as the learned patterns and attitudes shared by a group of people (Martin &
Nakayama, 2010). According to Geert Hofstede (1984), a noted social psychologist, culture is "the
programming of the mind." He said: Every person carries within him or herself patterns of thinking,
feeling, and potential acting which were learned throughout [his or her] lifetime. Much of [these
patterns are] acquired in early childhood, because at that time a person is most susceptible to learning
and assimilating. Hofstede (1984) described how patterns are learned and developed through one’s day
to day interactions with his surroundings - with his family, community, school, work, and so on
(Martin & Nakayama, 2010). Culture shapes one’s perceptions and ideas, which in turn, would also
shape how one interacts, gives meaning to and draws meanings from the signs, symbols, and messages
he or she may encounter every day.

What is Intercultural Communication? The differences of cultures and backgrounds affect

communication. In fact, culture becomes a significant determiner of how people approach any form of
communication. One’s environment can significantly change his or her perception about certain issues in
the society which in turn would also determine how he or she would communicate the ideas he or she
may want to tackle. In addition, people from different backgrounds often encounter difficulties in
processing meanings and understanding messages due to the difficulties in understanding certain
factors of communication such as language, context, and meaning. Communication problems often
occur when there is a lack of understanding about how certain cultures "work." Ultimately, the only
way to lessen miscommunication in an intercultural context is to understand that no two
individuals are alike and that every person comes from a background that may be different from one
another. It is only by observing and learning the cultures of other people that one can possibly lessen
the gap created by cultural difference.

High-Context Cultures and Low-Context Cultures

One framework for understanding intercultural communication is the concept of high and low context
cultures. This concept refers to the values cultures place upon direct and indirect communication
(Neese, 2016). According to scholars, high-context and low- context cultures rely on the verbal and non-
verbal cues present in the interaction to draw meaning from the message. High-context cultures
take into account the background information of the sender and receiver when comprehending
messages. Asian, African, Arab, central European and Latin American cultures are generally
considered to be high-context cultures. For these cultures, they tend to put a premium on the
relationships they have with the people they interact with. Productivity would depend on how these
relationships work within and among the members of the group. Nonverbal cues are very important and
more often control how the message is understood more than the verbal cues, which may be more
indirect than direct (Halverson & Tirmizi, 2008). On the other hand, western cultures with European
roots, such as the United States and Australia, are generally considered to be low-context cultures
(Neese, 2016). Contrary to high-context cultures, low-context cultures prefer direct over indirect
communication. They may not put too much value on the non-verbal cues present in the
communication. Relationships do not seem to play a significant role in the communication process.
Ideas and information are sent and received explicitly (Halverson & Tirmizi, 2008). Cultural differences
shape how people interact and communicate with one other. According to Carol Kinsey Goman
(2011), people in Japan, a high-context culture, would rather communicate face-to-face than over
electronic devices, which are often preferred by people in highly-industrialized countries such as the US,
UK, Germany, etc., which are considered low-context cultures. This is because the Japanese place
more value on the relationships they create and establish through communication. The United
States can be considered as an individualistic culture (low-context) which emphasizes individual
goals, whereas, Japan can be seen as a collectivist culture (high-context) wherein a person defines
himself based on his relationship with others (Spring, 2000).

Potential Areas for Misinterpretation in Intercultural Communication

According to AJ Schuler (2003), miscommunication in a cross-cultural setting can be minimized if

one is aware of the different areas wherein misinterpretation can occur. He came up with a list of
potential hot spots in intercultural communication which more often than not, have become areas for
miscommunication. Looking into these areas and studying them before interacting with people from
other cultures can greatly help lessen the obstacles one would need to navigate in the
communication process.

1. Opening and closing conversations

 Different cultures have different ways of going about addressing someone in terms of whom
should be addressed first, how they should be addressed and when they can be addressed.
Who speaks first or who closes the conversation can also differ from one culture to another. In
some situations, addressing someone in a manner that is not common in a particular culture
can often be seen as rude and disrespectful.

2. Taking turns during conversations

There are appropriate ways of interacting with other people in all cultures. In some, turn-taking is
often welcomed whereas, in other cultures, listening and reserving comment after the conversation
is preferred. Other cultures believe that giving an immediate response can be seen as a
challenge or humiliation.

3. Interrupting
In some culture, interruption during a conversation can be acceptable especially when it is within
the context of the interaction. However, in other cultures interrupting in the middle of a
conversation, regardless of the point being made, can be viewed as impolite.

4. Using silence
The use of silence and the amount of silence in communication can be interpreted in many
ways depending on the culture in which one is interacting. In some cases, silence before a response
to a conversation would give the impression of thoughtfulness and consideration to the first
speaker. On the other hand, silence can also come off as a sign of hostility or indifference to
others.

5. Using appropriate topics of conversation

Appropriateness of topics could largely depend on the situation one is in, and the culture one
belongs to. In some cultures, talking about money can be seen as unethical and
embarrassing. In other cultures, however, one can easily talk and ask about how much a
person earns. In Asian cultures, talking about family issues with those who are not part of the family
can be construed as inappropriate. Many Asian cultures protect family issues fiercely.
Appropriateness of topics to discuss is not only determined by where one is from but also by their
religion, educational background, etc.

6. Using humor
In Western culture, humor is often used as an icebreaker in communication to help establish
rapport with others. In some ways, humor is used to make an atmosphere less stifling and more
relaxed. In other cultures and situations, however, using humor in a conversation may seem
disrespectful.

7. Knowing how much to say

Knowing how much to say and when to say it can also determine the success of
communication. Many people from Western cultures prefer communicating in a straight-to-the-
 point manner; whereas, those from Asian cultures are less confrontational, thereby utilizing a more
indirect approach in discussing certain matters.

8. Sequencing elements during a conversation

When to say things is as important as what one says and how one says things. A speaker should
always consider the timing in which he or she should introduce a topic, negotiate, or ask for
directions. Often, people struggle about when they should change direction in terms of the
conversation or how far into the conversation would it be appropriate to ask questions.

It is important to note, however, that culture being mentioned here is not merely limited to
geographics. Cultural differences may also be determined by gender, age, religion, education,
position, political affiliations, and so on. For example, some religions would strongly define the roles
of men and women within the society which would, in turn, dictate how they interact with people
of the opposite sex. Intercultural communication is an ever-evolving process. As cultures
continue to grow, morph, adapt and interact with each other, how people communicate will
continue to change over time. As technology and travel continue to make access to the rest of the
world easier and more convenient, it is important to understand that differences in culture should
be studied to allow for better communication and interaction among the members of the global
community. No culture is better than the other, and no culture is perfect. It is only when people
understand this that they can learn to adapt and interact with one another in a harmonious level.