Cultural Communication
Cultural Communication
Business Communication, MGT309
University of North Carolina at Greensboro
Writing that Works (2010). Oliu, Brusaw, & Alred
Hi. Welcome to our lecture on Cultural Communication. As I think about cultural communication, I first think of travel and how much fun it is to experience something new. I imagine most of you feel the same way. I hope that each of you take advantage of the study abroad experiences that UNCG offers you. So, let’s talk about the impact of culture on our relationships and our communication. Remember, business is relationships and the tool of relationships is communication.
I imagine you’ve heard the expression ‘the world is flat.’ That reference simply means we are becoming more of one world, one unit over the pieces and parts that separate us. Instead we are becoming a single global society. Research states that 90% of leading executives from 68 countries named cross-cultural leadership as the top management challenge for the next century. We need give significant attention to this topic.
What is culture? Culture is our identity and our roles, and often we don’t know the impact of it’s influence. Culture is defined as the relatively specialized lifestyle of a group of people that is passed on from one generation to the next through communication, not through genes (DeVito, 2013).
Culture is everything that members of that group have produced and developed-their values, beliefs, artifacts, and language; their way of behaving; their art, laws, religion, and of course, communication theories, styles, and attitudes. Think of it like the water a fish swims in or perhaps the house we live in. It’s all around us, influencing our thinking and behavior in every moment. It affects our decisions – our work and our play. If affects who influences us and who we influence. It is part of our thinking and behaving.
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We need to….
Understand our customers
Manage our personnel
Recruit talent
Have an adapting/open leadership style
Communicate respect at all times
70% of international ventures fail due to cultural differences
Doing business in another a culture outside of you own has special challenges as we make lots and lots of unintentional mistakes and alienate the people we in fact want to build relationships with. 70% of international ventures fail due to cultural differences.
The retail giant Wal-Mart, in Germany, is a good example of this failure.
“After eight years of struggling in Germany, Wal-Mart sold it’s eighty-five stores there. Many journalist have theorized about what led to Wal-Mart’s failure given the company’s wild success at home, but it’s widely agreed that Wal-Mart’s primary flaw was in ignoring the cultural differences between the USA and Germany. The company tried to apply its USA success formula to a German market without modifying it. Whether it was the kinds of products offered, the way in which items were displayed, or the policies used in the employee handbook, Wal-Mart’s stint in Germany seems to be a case study of what happens when greater attention isn’t’ given to the powerful role of culture. As a result, Wal-Mart filed a lost of USD of $1 billion.” Livermore, D. (2010). Cultural Intelligence. New York, NY: AMACOM. p. 65
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Is societal culture the same or different from organizational culture?
The answer is ‘yes.’ Each space, a society, a group, or an organization, all have a unique energy with specific norms and routines.
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Clothes
Appearance
Ethnic Group
Energy
Behavior
Language choices
What We See
Think of an iceberg. It’s only the top that is visible while in fact the entire iceberg is above and below the water – with the largest part, the most impactful part, being what we cannot see.
But first let’s talk about the outside, what we can see.
We judge others in order to feel safe. We want to be able to predict how they will interact with us. Our clothes tell a story, our hairstyle and jewelry tell a story. Our face shows our ethnicity. Our energy show our zest for life. Our behavior tells how we think and what we believe to be important. And, our language too is a reflection of how we think and what we believe to be important. If you listen, really listen, to others they tell you who they are.
So, the business and personal lessons is that you have to be 100% responsible for your first impressions, your personal brand, and your professional brand. What your wear is as important as what the internet says about you.
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Ethnocentrism
Individualism or Collectivism
Associative or Abstractive thinking
Particular or Universal
Faith, facts or feelings
Values
Open or closed-minded
Relationship support
Personal biases
What We DON’T See
Our unconscious is more of our thinking and behaving than our conscious. What we DON’T easily see is what is impactful to our thinking and our behaving. And we have a tendency toward ethnocentrism (an idea that our cultural values and beliefs are far superior to other cultural values and beliefs) – what we believe is good and valuable and important we project onto others which is not always good thinking. Our nurture shapes our thinking.
Let’s talk about some items involved in our perspectives to others.
For example,
Are your individualistic or collective culture?. US citizens tend to be individualistic and Asians are more towards collectivism. An individualistic culture teaches members the importance of individual values such as power, achievement, hedonism, and stimulation (Ex: US, Australia, UK, Netherlands, Canada, New Zealand, etc.). A collectivistic culture, on the other hand, teaches members the importance of group values such as benevolence, traditions, and conformity (Ex: Guatemala, Ecuador, Panama, Venezuela, Colombia, Indonesia, etc.)
Associative or Abstractive? Some people think in past connection to past connections, others thinks in the abstract.
Particular or Universal? Particular is a person who believes that personal relationships are more important than following rules, an Universalist is the reverse rules first, people second.
Decision Strategies – faith, facts of feelings. Faith is using one’s personal belief system. Facts is people who want to see evidence. Feelings, the most common, go with their gut instinct or use their brain limbic system.
Values – nurture (and then later choice) influences us to choose the important. For example, some people care about neatness, other’s don’t. I am sure you can think of examples too.
Are you (or they) open-minded, ready to listen to a differing opinion/view. Or are you closed believing that your way is the best and only?
Who do you rely on for support and advice? Support systems swing thinking and behavior.
What are your (their) personal biases? Stereotyping and narrow-mindedness affect our ability to relate with one another.
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Geert Hofstede – Dutch Researcher in the fields of Organizational Studies (culture), and cultural economics and management.
Pioneered the study of cultural dimensions.
http ://geert-hofstede.com/
The man who put corporate culture on the map
Cultural Dimensions
Please review the cultural dimensions – Not only is it helpful to this unit, but will assist you on your final research project.
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CQ Scale – Personal Assessment
Take the personal assessment. Stop now and complete this questionnaire. What did you learn about yourself and where can you advance your cultural intelligence?
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