Local and Global Multicultural Communication in

Multicultural Settings
PRIOLO
Global Community

It refers to the people or nations of the world, considered as being closely connected by
modern telecommunications and as being economically, socially, and politically
interdependent.

Examples:

 Major offices and some homes linked with optical fiber system
 Global multimedia services
 Satellite transmissions

Effective Communication

It is important in any interaction one gets involved in. Effective communication is not as
simple as it theoretically sounds. In fact, effective communication involves a complex
understanding of how symbols and signs are presented based on the cultures and
environment of the communicators.

Cultural Awareness

It is knowing that there are multiple different cultures based on religion, ethnicity,
nationality, and other factors-that different attitudes and outlooks.

Cultural Sensitivity

Involves accepting those differences without insisting your own culture is better, or that
everyone should do it your way (Sherman, 2018).

Community Group

A community has been defined as a group of interacting people living in a common

location. The word is often used to refer to a group that is organized around common
values and is attributed with social cohesion within a shared geographical location,
generally in social units larger than a household.

Local Communication

Local Communication is being able to speak with people in your immediate vicinity. It
may be written in your mother tongue or another language that is widely used in your
community.
 Local communication is being able to communicate with the members of your local area.
It can either be in your local language (mother tongue) or a common language that you
speak within your town.

Global Communication

Global communication can be defined just as any communication can: a message is sent
from one person or group to another anywhere in the world.
Global communication is the term used to describe ways to connect, share, relate and
mobilize across geographic, political, economic, social and cultural divides. It redefines
soft and hard power and diplomacy in ways not considered by traditional theories of
international relations.

Examples of Global Communication

 Email
 Web page

Benefits of Global Communication

 Doing business on a global level opens up new markets for selling products and services
and can give you access to resources and talent that may not be available locally.
 The more globally connected the world has become, the faster people have adopted new
global communication technologies.

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.”
A system of thinking and acting that is taught by, and reinforced by, a group of people.
Cultural groups teach their members certain sets of values, with accompanying
behaviors and communication preferences.
Culture shapes one’s patterns are learned and developed through one’s day to day
interactions with his surroundings - with his family, community, school, work, and so on
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.

Culture is the “lens” through which you view the world.

A group which shapes a person’s values and identity

Culture is formed by:

 Race
 Ethnicity
 Gender
 Class and Religion
 Country of Origin
 Geographic Region

PATTERNS OF CULTURAL DIFFERENCES:

• Different Communication Styles

• Different Attitude Towards Conflicts

• Different Approaches in Completing tasks

• Different Decision-Making Styles

• Different Attitudes Towards Disclosure

• Different Approaches to Knowing

AMPASO
Cross-Cultural Communication

field of study that looks at how people from different backgrounds communicate, in
similar and different ways among themselves, and how they endeavour to communicate
across cultures.
Cross Cultural deals with the comparison of different cultures. In cross-cultural
communication, differences are understood and acknowledged, and can bring about
individual change, but not collective transformations.
Differences from nationality to age to different department within the same
organization.
 EYE-CONTACT
 GESTURES
 TOUCH
 COLOURS
 CLOTHING
 GREETING
6 BARRIERS TO CROSS-CULTURAL COMMUNICATION

1. Language

Misunderstandings are common among people who speak the same language, so it’s not
surprising that people from different cultural and linguistic backgrounds face
communication barriers.

2. Stereotypes

These are some assumptions made about a group of people and are applied to
individuals irrespective of their personal characteristics because of their affiliation with
a certain group

3. Body Language

Body language, includes all the communication through non-verbal channel. This can
include how we greet others, our facial expressions, our clothes, hairstyles, tone of
voice, eye movements, how we listen, how we breathe, how close we stand to others,
and how we touch others.

4. Emotional Display

What is considered an appropriate display of emotion can differ from culture to culture.
In some countries, displaying angers, fear or frustration in the workplace is considered
inappropriate in a business setting.

5. Ethnocentrism

It is a tendency to judge other groups according to standards and values of one’s own
group. It is the assumption that the culture of one’s own group is moral, right, and
rational, and other cultures are inferior

6. Prejudice

Prejudice arises from the pre-judging of someone’s characteristics simply because they
have been categorized as belonging to a particular group. It is usually associated with
negative attitudes to that group.

Tips for Effective Intercultural and Cross-Cultural Communication

 Maintain Etiquette
 Avoid Slang
 Speak Slowly
 Keep it Simple
 Practice Active Listening
  Take Turns to Talk
 Write Things Down
 Be Supportive
 Be Careful with Humour
 Avoid Closed Questions

IMPORTANCE OF CROSS-CULTURAL COMMUNICATION

 Business Opportunities
 Job Opportunities
 Globalization
 Sharing of views and ideas
 Talent Improvisation
 Understanding of Diverse Market

CANOY
IMPROVING CROSS-CULTURAL COMMUNICATION:

 Overcome ethnocentrism
 Recognize cultural variation
 Learn about cultures
 Remove language barrier
 Help others adapt to our culture
 Write and speak clearly
 Improve communication skill
 Listen carefully
 Respect style preferences

TIPS FOR EFFECTIVE CROSS-CULTURAL COMMUNICATION

1. Slow Down
2. Avoid Negative Questions
3. Separate Questions
4. Take Turns
5. Write it Down
6. Be Supportive
7. Check Meanings
8. Avoid Slang
9. Maintain Etiquette
10. Watch the Humor

BLOCKS TO CROSS-CULTURAL COMMUNICATION

 1. Ethnocentrism
2. Discrimination
3. Stereotyping
4. Cultural Blindness
5. Tone Difference

FUNDAMENTALS OF EFFECTIVE CROSS-CULTURAL COMMUNICATION

 Awareness
 Preparation
 Language
 Humour
 Openness

TAGO
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.
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".

EXAMPLES OF INTERCULTURAL COMMUNICATION

1. In Japan, for a period, the sale of Pampers diapers was not particularly promising after a
thorough study, it was discovered that the reason for the low sale of the Pampers
diapers was based on the importance the Japanese put on gender differences. The result
was the introduction of pink diapers for girls and blue diapers for boys.
2. The American cowboy used in the ads of cigarette brand Marlboro is often seen as an
effective symbol in most countries, except in Argentina where their concept of a cowboy
is often seen as a lower-class worker.

POTENTIAL AREAS FOR MISINTERPRETATION IN INTERCULTURAL COMMUNICATION

1. Opening and closing conversation

2. Taking turns during conversations
3. Interrupting
4. Using silence
5. Using appropriate topics of conversation
6. Using humor
 7. Knowing how much to say
8. Sequencing elements during a conversation

FORMS OF INTERCULTURAL COMMUNICATION

a) Inter-racial communication communicating with people from different races.

b) Inter-ethnic communication interacting with people of different ethnic origin.
c) International communication communicating between representatives from different
nations.
d) Intra-cultural communication interacting with members of the same racial or ethnic
group or co-culture Communication Style among Cultures (Gamble and Gamble, 2008).

High-Context Cultures

 is a tradition-linked communication system which adheres strongly to being indirect.

Low-Context Cultures

 is a system that works on straightforward communication.

DIFFERENCES OF THE FOLLOWING:

Multicultural

 Refers to a society that contains several cultural or ethnic groups. People live alongside
one another, but each cultural group does not necessarily have engaging interactions
together.

Intercultural Communication

 It refers to effective communication between people who have different cultural

backgrounds. Communities in which there is a deep understanding and respect for all
cultures.

Cultural Understanding

 Influences our personal preferences in communication style and continues to influence

our perception of others throughout our life.

PRIOLO
SEVEN IMPORTANT ACTIONS INVOLVED IN THE DEFINITION OF MULTICULTURALISM

 Recognition of the abundant diversity of cultures

 Respect for the differences
 Acknowledging the validity of different cultural expressions and contributions
 Valuing what other cultures offer
 Encouraging the contribution of diverse groups
  Empowering people to strengthen themselves and others to achieve their maximum
potential by being critical of their own biases
 Celebrating rather than just tolerating the differences to bring about unity through
diversity

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