Chapter 3 Communicating Across Cultures Business Communication: Process and Product, 6e Mary Ellen Guffey Copyright 2008 Three Functions of Business Communication Inform Persuade Build Goodwill Knowing how to communicate across cultures is essential for meeting all three goals. Building goodwill is critical when doing international business. The Importance of Intercultural Communication Global Markets Global Connectivity Intercultural Workforce Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 3 1
Dimensions of Culture Context Time Orientation Individualism Culture Communication Style Formality Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 4 Dimensions of Culture: Context Context High-context cultures emphasize interpersonal relationships, nonverbal expression, physical setting, and social setting. Low-context cultures tend Japan, China, Arab countries to be logical, linear, and actionoriented. Value written word and directness. North America, Germany, Scandinavia Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 5 Dimensions of Culture: Individualism High-context cultures tend to prefer group values, duties, and decisions. Japan, China, Arab countries Individualism Low-context cultures tend to prefer individual initiative, self-assertion, and personal achievement. North America, Germany, Scandinavia Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 6 2
Cultural Sayings: American saying: The squeaky wheel gets the grease. Chinese equivalent: The bird whose head sticks out gets shot. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 7 Dimensions of Culture: Formality Some cultures may prefer greater formality in dress, speech, and social interaction. Formality North Americans place less emphasis on tradition, ceremony, and social rules. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 8 Dimensions of Culture: Communication Style Words are used differently by people in different cultures. Communication Style North Americans value a direct, straightforward communication style. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 9 3
Dimensions of Culture: Time Orientation Time is seen as unlimited and never-ending in some cultures. Relaxed attitude toward time. Time Orientation Time is precious to North Americans. Correlates with productivity, efficiency, and money. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 10 Miscellaneous Dimensions Hair Because U.S. values youth, we color our hair. In Japan, people with gray hair are taken more seriously. Clothing Certain styles and colors are taken more seriously (think interview). Clothing can denote status and occupation. Colors In U.S., brides wear white. In eastern countries, white is worn at funerals. Height Tall people earn more. People in power have offices on higher floors. Age U.S. values youth. Japanese youth defer to elderly. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 11 Achieving Intercultural Proficiency The belief in the superiority of one s own race and culture. Judge others by our own values. Ethnocentrism Applying the norms of one s culture, expecting that others will act the way we do. Maciej Frolow / Brand X Pictures/ Jupiterimages Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 12 4
Achieving Intercultural Proficiency Takes a conscious effort Leads to more satisfying relationships Makes work life more productive and gratifying Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 13 Improving Intercultural Communication Be careful with gestures. Thumbs up Hook em horns Be aware of volume. Loud=angry Soft=innocence Stress changes meaning. I will give you a raise. I will give you a raise. Check your tone. Shows confidence or uncertainty. Shows sincerity or sarcasm. Watch your pitch. Low=authoritative High=annoying Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 14 Improving Intercultural Communication Learn simple phrases. Use simple English. Speak slowly and clearly. Watch the eyes. Ask questions and check for understanding. Listen discriminately. Accept blame for misunderstandings. Don t interrupt. Smile. Follow up in writing. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 15 5
Improving Intercultural Communication Consider local formats. Strive for clarity. Observe titles and rank. Use correct grammar. Go for short. Avoid ambiguous expressions. Cite numbers carefully. Accommodate reader in organization, tone, and style. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 16 Ambiguous Expressions: Examples Idioms (expressions with nonliteral meanings): Our plans are up in the air. Slang (words with nonliteral meanings): stinks, cool Acronyms (form words using first letters): NASA, NASCAR (pronounced as one word) Abbreviations: (any shortened form): Mr. Sports references: You hit a homerun today. Jargon: discipline-specific terms (medicine, legalese, etc.): techies, facemail Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 17 Group Activity: Ambiguous Expressions After being assigned one of the following ambiguous expressions (idioms, slang, acronyms, sports references, abbreviations, jargon), spend 5 minutes listing examples you should avoid in international communication. Share with class. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 18 6
Group Activity: Analyzing a Problem Letter Break into groups and identify specific weaknesses that may cause trouble for intercultural readers. See p. 93. Watch for: Titles and rank (avoid informality) Ambiguous expressions (slang, idioms, acronyms, etc.) s Clarity (replace 2-word verbs with clear single words) Citing numbers carefully Make and explain changes. Share with class. Mary Ellen Guffey, Business Communication: Process and Product, 6e Ch. 3, Slide 19 7