Global Negotiation Cross-cultural Communication • A crucial element that has to be examined in international negotiations is cross-cultural communication. • The various methods and styles of communication used across the globe can vary to the point of non-communication. • In addition, communication reception methods can be radically different in contrasting cultures • Non-communication takes in our own hometown and even in our own homes • When we span international borders, the percentage of encounters resulting in non-communication is often multiplied by a factor of 50 • Language barrier exist when borders are crossed. • Yet even when two individuals are both fluent in the other’s languages, a massive amount of non-communication can take place if each is not cognizant of how communication is delivered, analyzed and processed in the other party’s country. Context • A critical component of international communication is the “context” of the communication • Culture’s impact on language is classified on a scale from “low context” to “high context” • “Low context” can be defined as a direct and explicit manner of communicating • Less emphasis is put on personal relationship, risk taking is more common • Non-verbal communication is not a critical part of the communication process • E.g.: Switzerland, Germany, Sweden, the United States and the United Kingdom • High context can be defined as an indirect and vague manner of communicating. • A great deal of emphasis is placed on personal relationships, usually a high level of uncertainty avoidance exists • Non-verbal communication is critical part of the communication process • The concept of “saving face” is very important, conflict is avoided, and communicators usually share common experiences and understandings • A sharing of common experience and understanding is necessary for communication to take place in high context cultures • Vagueness is also part of this style of communication • Thus there is the necessity of a mutual understanding of each other’s gestures, slang, indirect statements, and methods of expressing ideas • The major factors enabling efficient communication to take place in a “high context” culture is the homogeneity of the culture’s members and a high level of familiarity that often exists between communicators • When the members of the culture are homogenous, the likelihood of understanding each other’s style of communication is increased. • The importance of personal relationships tends to be part of “high context” cultures and efficient communication depends upon this familiarity. • The concept of “ saving face” refers to the avoidance of public humiliation. When an individual is embarrassed publicly he loses “face.” • Almost all countries that are “high context” cultures place an emphasis on saving face. • France is one of the few exceptions. In France, “saving face” is not very critical • However, the French tend to be “moderate to high context” culture. • Countries that typify “high context” and put an emphasis on “saving face” are Japan, Saudi Arabia, China, Korea, Mexico, Brazil, and the Philippines. • Building relationship during international negotiation is usually based on discussions that do not address business issues. • These types of discussions will be referred to as “non-task sounding”, “relationship building”, “non-substantive discussions”, “non-directive discussions”. • Discussions related to business will be referred to as “ substantive”, “task-related”, or “business-related” discussions. Non-verbal Communication (kinesics) • Critical part of communication message in the majority of today’s cultures • Hand gestures or emblems convey a wide variety of messages • However, these messages may have an entirely different meaning in different countries. • E.g.: the O.K. sign if turned downward is vulgar to a large portion of the world’s population. • The firm macho handshake is preferred by Germans and U.S. business people. • In the Philippines , handshakes are weaker which has no bearing on Filipino’s character. • In Brazil, hand gestures are critical part of communicating. • Brazilians often speak simultaneously. • Thus, non-nonverbal communication is an important communication medium, because one is often fighting for the floor and others may not be able to hear the entire message. • It is not unusual to see Brazilian’s gesturing and talking in an aggressive and demonstrative manner. • Brazilians can recognize over 100 gestures as having a specific meaning. • Gesturing is a common and well-understood method of communicating in Brazil • The Japanese also communicate via a great deal of non verbal communication. • Their method of non-verbal communication is very subdued. • They are taught to present a positive façade under all types of situations to hide conflict and embarrassement. • Their expression is subdued and rarely exposes their teeth. • E.g.: Japanese women cover their mouth when conversing or while sitting/standing in public to avoid exposing their teeth • The manner they cover their mouth determines whether or not they are hiding embarrassment, politely laughing. Etc. • The Japanese are known to be masters of the art of detecting meaning from “facial expressions” • Non-verbal communication is a critical part of the communication message in Japan because it is a very “high context culture” • Movements are to be slight and expressions should be hidden or disguised to avoid losing face • Other forms of non-verbal communication include body or hand movements, eye contact, and posture, • All of which may communicate a message, punctuate an important point, or display a particular emotion. • E.g.: crossing one’s leg or arms often indicates a defensive position, pointing a finger in the air may indicate significance, and looking at the floor often indicates subservience, depression, or discouragement. • Eye contact is a critical part of communication in the U.S. and most of Europe. • There, they expect people to look at them when conversing. Avoidance of eye contact implies the communicator is lying. • However, eye contact is seen confrontational in most of Asia and the Middle East. • It is appropriate to look at someone approximately 30% to 60% of the time in the U.S. • To a North American, eye contact levels that falls below the 30% mark indicate disinterest or deceit, while eye contact levels exceeding 60% , and or pupil dilation indicates an interest in the person being viewed, not the conversation. • The level of eye contact may reach only 10% in Japan, China, and Saudi Arabia, while in Brazil eye contact levels may exceed 90%. • The “steady Brazilian gaze” is often used when describing the level of eye contact used in Brazil • Body orientation, erectness, and posture also communicate messages • A slouched body posture usually indicates a lack of confidence • An expanded chest, a protruding jaw, clinched hands, and arched back and shoulders indicate aggression • Most of the world considers it vulgar to ret one’s foot upon one’s knee. • To be on the safe side, one should always keep feet on the floor during international business dealings • It is a good idea to “mirror” counterpart’s body posture and positioning during exchanges of information • U.S. companies teach their salespeople the strategy of “mirroring” which also applies to international encounters. • It is also a good idea to sit straight in international settings. • The rest of the world does not share our view of informality and comfort as a way of expressing positive feelings. Communication Styles • How close should one stand (proxemics) in an international setting when conversing? • In the U.S. it is an arm length (i.e., 3 feet, or 2 meter – sometimes slightly less for women) when conversing. • Most Asian countries prefer 1.5 meters for same sex conversations and 2 meters for opposite-sex conversations • Latin Americans prefer a distance of two feet while conversing • Saudi Arabians prefer a distance of 6 to 12 inches while conversing. • Proxemics preferences vary a great deal across cultures • To touch or not to touch (haptics) also varies. • In the U.S., it is permissible for men to touch other men on their shoulders, arms and hands in a business setting. • It is also allowed for women to touch other women on their arms and hands. • It is also permissible for men to shake women’s hands in a business setting • In the U.S. it is also permissible for women to touch men on their shoulders, backs, arms, and hands in an informal business setting, although caressing is viewed inappropriate. • Styles of touch vary across cultures: • Indian males often hug each other while simultaneously exerting a firm slap upon each other’s back • Handshakes between women and men are the exception, not the rule in international business settings • The French, Italians, and Brazilians kiss each other when greetings • It is best to keep one’s distance in Asia. It is also best to keep one’s distance from the opposite sex in international settings • It is acceptable to be very close, friendly and “touchy” in the Middle East when conversing with the same sex (also in Brazil, Italy, Argentina and Mexico. • Vocalics ( pitch, loudness, tones, rates, and pauses) have different meanings in international circles. • Loudness in Saudi Arabia means sincerity. • Loudness Malaysia means insincerity. Soflty spoken statements indicate importance and sincerity in Malaysia. • In the U.S. a pause is made to emphasize a point. • Pauses just don’t exist in Brazil. If you pause, you will lose the floor • Arabs love spirited and enthusiastic conversations. • In most of Asia, long pauses are a way of life and silence is appreciated. • Asians are quickly tired of people who speak continuously.
