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STUDY GUIDE FOR MODULE NO. ___
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COMMUNICATION AND GLOBALIZATION
MODULE OVERVIEW
Communication and globalization have altered the climate, culture, politics, and economy of our
society, as well as the world at large. The growth of social media has had a huge effect on our way of thinking
and communication. We can't argue that social media brings people together and highlights cultural values
and beliefs.
MODULE LEARNING OBJECTIVES
At the end of the lesson, the students should be able to:
1. Explain how cultural and global issues affect communication.
2. Appreciate the impact of communication on society and the world.
LEARNING CONTENTS (Globalization and Culture)
GLOBALIZATION
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The process of bringing people together and making them interact and exchange ideas across
traditional borders (Nowaczyk, 2017 as cited by Padilla, 2018)
The world driven largely by advances in technology, has become inextricably interconnected across
distances and other boundaries (Downing, 2007 as cited by Padilla, 2018)
Is the spread of products, technology, information, and jobs across national borders and cultures
(https://www.investopedia.com/terms/g/globalization.asp)
Is the process of interaction and integration among people, companies, and governments worldwide.
Globalization
has
accelerated
since
the
18th
century
due
to
advances
in transportation and communication technology (https://en.wikipedia.org/wiki/Globalization)
The increasing economic, political, and cultural integration and interdependence of diverse
cultures (Gamble and Gamble, 2013 as cited by Padilla, 2018)
Globalization is a process of interaction and integration among the people, companies, and
governments of different nations. A process driven by international trade and investment and aided by
information technology.
(https://www.coursehero.com/file/37224956/Communication-and-Globalizationdocx/)
Due to globalization, the so-called global village (Marshall McLuhan’s prediction) has emerged and
has come to reality--- this is a world interconnected by an electronic nervous system.
The most influential popular writer on the nature of globalization, however, is Thomas Friedman, a
New York Times foreign affairs columnist. In his book, The World Is Flat: A Brief History of the
Twenty-First Century, first published in 2005, Friedman argues that in the process of globalization,
which he calls the "flattening" of the world, a surprising and lightning-quick convergence of
technologies allows individuals (not just countries and companies) to communicate "from anywhere to
anywhere," collaborating and competing for the first time on a level-playing field (Downing, 2000 as cited by
Padilla, 2018)).
 According to him, the "flattening" of the world economy is achieved through globalized trade,
outsourcing, supply-chaining, and political liberalization. In other words, the use of technologies
allows businesses, such as large multinational corporations, to maintain customers, suppliers, and
even competitors on worldwide basis.
 The world is becoming more and more interconnected. Globalization changes how people consume
work and live almost everywhere in the world. Today, many economic, political, cultural or ecological
relationships are not explainable from a national perspective. At the same time, a controversial debate
about the consequences of globalization has begun.
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DEFINITION OF CULTURE
 From the Latin root colere (to inhabit, to cultivate, or to honor), generally refers to patterns of
human activity and the symbolic structures that give such activity significance. Different definitions
of "culture" reflect different theoretical orientations for understanding, or criteria for valuing,
human activity. (https://www.newworldencyclopedia.org/entry/Culture)
 The learned and shared behavior of a community of interacting human beings (Useem and Useem,
1963 as cited by Padilla, 2018)
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Shared patterns of behaviors that are learned through a process of socialization
(Center for Advanced
Research on Language Acquisition)
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Learned set of shared interpretations about beliefs, values, and norms that affect the behaviors of
a relatively large group of people (Lustig and Koester, 2003 as cited by Padilla, 2018)
No matter what culture a people are a part of, one thing is for certain, it will change. "Culture
appears to have become key in our interconnected world, which is made up of so many ethnically
diverse societies, but also riddled by conflicts associated with religion, ethnicity, ethical beliefs,
and, essentially, the elements which make up culture," De Rossi said. "But culture is no longer
fixed, if it ever was. It is essentially fluid and constantly in motion." This makes it so that it is
difficult to define any culture in only one way. (https://www.livescience.com/21478-what-is-culture-definition-ofculture.html)
CHARACTERISTICS OF CULTURES
1. Cultures are learned, not innate. The way a person acts or thinks is developed and not inborn,
people acquire complete knowledge and understanding of the cultural norms from their parents,
teachers, relatives, and friends.
2. Cultures are shared. People act with other people around them, they act as members of a certain
cultural group, not as individuals, because belonging to a culture means following the norms of the
group.
3. Cultures are multi-faceted. People are surrounded by cultural norms that affect language, religion,
basic world view, education, technology, social organization, politics, and law, all interacting with one
another. Behaviors and things common to people who live together in social groups are considered
cultural universals, but the performance of these activities and things differs dramatically from culture
to culture.
4. Cultures are dynamic. Cultures constantly change as cultural contact increases, new technologies
emerge, and economic conditions vary. Globalization has greatly changed relationships of nations
and governments. Cell phones have drastically changed interpersonal communication, and the
availability of the Internet has affected how people of varied cultures recognize and respect their
differences. Instead of having set ideas about cultural norms, we should be sensitive, observe
changes, and deal with these changes accordingly.
5. Cultural identities are overlapping. People belong to multiple, overlapping cultures as they interact
with one another. Some of these cultures work together while others clash. People belong to national,
regional, social class, ethnic, professional, religious, age, and gender cultures.
ADAPTATION TO NEW CULTURES
With the advent of technology and the creation of global village, many countries are now considered
as a melting pot --- people of various races or cultures live together and gradually create one community and
they coexist in terms of cultures, as well as in overcoming cultural differences or cultural diversity. Cultural
diversity is the quality of diverse or different cultures, as opposed to monoculture, the global monoculture, or
a homogenization of cultures (https://en.wikipedia.org/wiki/Cultural_diversity). Though people vary in terms of their
culture, people still manage to adapt to one another.
In order to adapt to new cultures, people use different ways to cope with cultural adaptation:
1. Cultural integration is a form of cultural exchange in which one group assumes the beliefs,
practices, and rituals of another group without sacrificing the characteristics of its own culture ( Cultures
and Traditions, 2017 as cited by Padilla, 2018). This kind of adaptation is positive because nothing is lost,
cultural integration is a health intermingling of the beliefs and rituals of two unique cultures.
2. Cultural assimilation occurs when members of one cultural group adopt the language, practices,
and beliefs of another group, often losing parts of their traditional culture in the process ( Cultures and
Traditions, 2017 as cited by Padilla, 2018).
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Multiculturalism is the counterpart to cultural assimilation, in which cultural diversity is encouraged
and valued as beneficial to society Multiculturalism is the belief that cultures, races, and ethnicities,
particularly those of minority groups, should be accorded special acknowledgment of their differences
within a dominant political culture. The acknowledgement may be through recognition of contributions
to the cultural life of the political community as a whole, a demand for special protection under the
law, or autonomous rights of governance (Eagan, 2015 as cited by Padilla, 2018). Multiculturalism, on the
whole, includes engagement with and respect to people from distinctly different cultures (Gamble &
Gamble, 2013 as cited by Padilla, 2018).
4. Cultural accommodation refers to the process by which individuals may take on values and beliefs
of the host culture and accommodate them in the public sphere while maintaining the parent culture in
the private sphere (Cultural Accommodation and Negotiation 2017 as cited by Padilla, 2018).
5. Separation is when one cultural group refuses to interact or join the dominant culture; members of
this group prefer to interact with the members of their own culture, so they are often known as
outsiders (Gamble & Gamble, 2013 as cited by Padilla, 2018).
COMMUNICATION WITHIN AND ACROSS CULTURES
However, we learn not only the language's words but also the nonverbal symbols for communicating
our feelings, such as facial expressions, gestures, body activity, tone and loudness of speech, intonation, and
the like, through imitation. Like our families, the communities where we belong (which include our
neighborhoods; our groups of friends and relatives; our age groups; our social, professional, or business
affiliations: and so on), also have a strong influence on our communication as we grow and develop.
But that is not the whole story. We cannot overlook the role of the media from which we hear, see,
and absorb the communication of others in countless situations, such as television soap operas and variety
shows, comedies, dramas, music lyrics, reality shows, and documentaries. In these media events, we hear
and see people interact, demonstrating what happens in relationships, what the possibilities are, and by
omission, what is not possible. The risk here is that since the cited events are staged to look real even if they
are not, evaluating what is appropriate and effective to say to others in real life can become quite difficult, and
what is not said, we never hear, so we may not know what is possible.
understanding
All these imply that we tend to interpret messages based on our past experiences and the cultural
grids passed down to us in our home cultures (the composite cultures derived from our families, communities,
and the media). Of communication within our cultures is messy because no two individuals have exactly the
same cultural grids, communicating across cultures is even more complicated.
The complication is likely to become aggravated when we are not aware of the assumptions and
beliefs involved in the communication exchange we are having with someone from another culture. Neither
are we usually familiar with the many ways that culture can affect the way we listen to, speak to, and
understand others. We base our understanding only on verbal and nonverbal symbols available and known to
us. To become meaningful, communication must be placed into a framework of understanding
Nobody is capable of fully understanding all languages and all cultures of the world, as well as how
they are similar and different from one another. To bridge the intercultural communication gaps, we need to be
open-minded (getting rid of prejudiced and biased beliefs), respecting cultural differences no matter how
seemingly strange or “primitive” they are or seem to us.
Some cultural differences, however, may defy our ethical principles (or sense of what is right
or wrong), such as cheating in examinations, gender equality, bribes and payoffs in doing business,
favoritism toward friends and relatives, or profound disregard for the environment. In cases like these,
we can respond in a variety of ways (Adler, Elmhorst, & Lucas, 2013 as cited by Padilla, 2018):
1. Avoiding. We may refuse to comply or do business in cultures that operate according to ethical
principles that differ from ours.
2. Accommodating. We can accept the different ethical system and conform to practices different from ours.
3. Forcing. We can insist on doing business in a way we believe is ethically proper.
4. Educating-Persuading. We can try to convince the people with whom we want to do business why our
ethical principle is more appropriate.
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5. Negotiating-Compromising. We and the other party can each give up something to negotiate a
settlement.
6. Collaboration-Problem Solving. We can work with the other party to face the problem directly and reach
a mutually satisfying solution.
Communication across cultures or intercultural communication takes place when individuals influenced
by different cultural communities negotiate shared meanings in interaction (Ting-Toomey, 1999, as cited in CommGap,
2017). Individuals who participate in intercultural interactions get benefits from these exchanges. Besides being
able to gain access to the experiences of other human beings, they improve their communication skills, they
develop empathy toward others and openness to new ideas (Geelhoed, Abe, & Talbot, 2003 as cited by Padilla, 2018),
and they increase their likelihood to challenge personal beliefs and embrace new perspectives.
LEARNING ACTIVITY 1
Briefly answer the following:
1. Why is communication within cultures difficult?
2. Why is communication across cultures complicated?
3. What are the advantages if intercultural communication?
LEARNING CONTENTS (Developing Intercultural Competence and Barriers to Effective
International Communication)
lntercultural competence is the ability to function effectively across cultures, to think and act
appropriately, and to communicate and work with people from different cultural backgrounds – at home or
abroad. Intercultural competence is a valuable asset in an increasingly globalized world where we are more
likely to interact with people from different cultures and countries who have been shaped by different values,
beliefs and experiences (https://www.monash.edu/arts/monash-intercultural-lab/about-the-monash-intercultural-lab/what-isintercultural-competence)
GUIDELINES ON DEVELOPING INTERCULTURAL COMPETENCE
(Chase & Shamo, 2013; Singh & Rampersad, 2010 as cited by Padilla, 2018)
1. Widen your field of experience by making new contacts. Getting to know people coming from your
targeted group whose culture differs from yours makes you understand the group and their culture better.
2. Learn about history and the experiences and aspirations of people from different cultures. Taking a
course or reading books about people of diverse cultures makes you experience their cultures vicariously,
allowing you to understand and appreciate them more.
3. Examine yourself for possible stereotypes. Stereotypes and biases result from ignorance about the
targeted group. Being fair-minded and unprejudiced makes you realize the possibility that some of your
judgments are unfair and wrong
4. Look at the world from someone else's way of looking at and thinking about something, not just
yours. Be empathic; try to understand others' perspective--how they make sense of their world--and try to
experience what and how they feel.
5. Work on becoming more self-confident. The better we feel about ourselves, the more likely we are to
feel good about others, too, and the more able we are not only to understand them but also to learn from
them.
6. Appreciate cultural similarities and differences. Use cultural resources to do this. It allows you to
understand the members of different cultural groups and helps you establish better intercultural relationships
and interactions.
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7. Acknowledge the essential equality and value of all cultures. Never feel superior to people belonging
to any other cultural group, even a minority one.
8. Be sensitive and interpret cultural styles of communication. Develop the ability to understand the
communication symbols of the target culture-its verbal language, signs, gestures, body language, and
customs.
BARRIERS TO EFFECTIVE INTERNATIONAL COMMUNICATION
(McKeiver, 2013, Chase & Shamo, 2013)
1. Ethnocentrism refers to the belief that a person's culture (his "in-group" culture) is much better than
any other group's culture (an "out-group” culture), and the tendency is for that person to judge any
“out group” culture by using the norms of his "in-group" culture. Our level of ethnocentricity affects our
ability to successfully communicate cross culturally. If our ethnocentricity level is high, the effect is
negative. We experience the largest communication barriers, so we are less likely to attempt to
interact with those whose cultures differ from ours.
2. Stereotypes and prejudices. Stereotyping and being prejudiced against cultural groups are the main
barriers to intercultural communication. The negative characteristics attributed to one group can
cause beliefs and feelings that lead to biases and discrimination against that group. The discriminated
group often suffers from being rejected and avoided in cross-cultural interactions.
3. Stereotypes are often generalized negative traits assigned to a group of people (eg, race, nationality,
religion, social class, sexual orientation, age, gender) even if these traits may only reflect a selected
few of the group. Simply said, a stereotype is a generalization of a group of people based on a small
sample of these people. Stereotyping or classifying an entire group of people or culture with defining
characteristics, which are usually unfair and untrue, is much easier than explaining the complexities of
the uniqueness of specific situations and the individual differences essential in each event.
4. Prejudice, an offshoot of stereotypes, is an unfair thought, belief, or feeling of dislike for a person or
group because of race, nationality, gender, sexual orientation, age, religion, and so on. It is a negative
preconceived opinion held by one group toward members of another group that biases perception and
provides a reason for discrimination. When someone is prejudiced, the prejudice usually refers to his
thoughts, feelings, and beliefs about a certain group of people, which he learns only from his "ingroup," not from any first- hand, direct contact with out-group members, and he seldom attempts to
check the validity of this bias, or if ever he proves its being unsubstantiated, he often ultimately
ignores the truth.
5. Assumed similarities. An assumption of similarity is a baseless, unreasonable refusal to see cultural
differences where they exist. This happens when members of one group assume that all groups
behave the same way they do, that what is true to their culture is also true to all other cultures. This
results in insensitivity to cultural differences.
6. Anxiety. Intercultural communication anxiety is the fear or apprehension associated with either real or
anticipated communication with people from another cultural group. The fear is often caused by
differences in language ability, verbal and nonverbal communication styles, and expression of
emotions. Both "in-group" and "out-group" cultures may experience feelings of impatience, frustration,
and suspicion while communicating or even in anticipation of the interaction, which can then increase
anxiety in both parties.
LEARNING CONTENTS (Impact of Technology on Communication)
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Advancements in science and technology have made a great impact on the way we communicate,
leaving us with no choice but to embrace this inevitability. Over the years, communication methods have
evolved from simple text messages and audio calls to more efficient video calls and chat platforms which
offer other communication services. The impact of technology in communication is so vast that it makes
people either successful or they fail because of technological challenges.
Still, technology improves the communication process. Advances in technology have led to the birth
of many new methods of electronic communication, such as social networking websites and
videoconferences. The increase of electronic communication has helped to eliminate time and distance as
obstacles to communication.
IMPACT OF TECHNOLOGY ON COMMUNICATION
1. Technology provides us with unlimited information. What used to take someone hours of searching
through a library can now be done within a matter of seconds on the Internet. Whatever questions you have
you can generally get an instant answer on the computer. One word of caution though: Make sure that the
website you visit and/or the source of the information is credible!
2. It creates opportunities for meeting new people. Many applications online are currently available for
meeting new people anytime anywhere in the world. The applications vary--from posting photos and videos
like Instagram, to social networking like Twitter, games like Game of War, or entertainment like textPlus
Communities. You should, however, be careful about things that you post on the Internet or about getting
too close with an online acquaintance whom you have neither met nor known much more before or else
you may eventually find yourself in some kind of predicament.
3. It helps us keep in touch with family and friends anywhere in the world. Our being in the 21"
century is great; many incredible communication tools have been developed. The tools allow us to get in
touch with family and friends, even strangers, anytime anywhere. Computers, smart phones, iPads, and
email, besides the dependable SMS (text message), allow us to communicate quickly and easily.
4. It brings new diversity to our culture and our lives. The pace of change caused by technology is
blinding. Google recipes, and anyone, like you and your classmate, can put sumptuous meals on the dining
table. Your cell phone, with its digital camera, has replaced the film camera, and you yourself can print your
own pictures without any help from the almost-extinct film developer.
5. It fosters better cooperation among different cultural groups. New technologies help companies
extend participation on a project to an ever-greater number of people, allowing firms to tap into a wide body
of knowledge and expertise.
6. It isolates us. Mobile communication is so powerful that it changes not only what we do so, but also
what we are. Wherever we are, our mobile phones are also there-we are inseparable. At the dinner table
with our families, in a meeting at work, during interactions in the classroom, while shopping in malls, in
conversations with friends, while listening to presentations in lectures-everywhere, even at the most
unlikely places like funerals--the cell phone takes us away from the people around us. It literally isolates us
from the rest of the world... from humanity.
7. It can make us create second lives. Millions of people find solace in virtual communities where they
have found a second life. You might have heard of Sim City, Farmville, and Cities Skylines. In these social
networking sites, users or players create or choose avatars to interact with other users anywhere in the
world.
LEARNING ACTIVITY 2
Write a short essay focusing on the three big changes (from your own observation and
readings) caused by social media and how you can use social media to your best advantage. Observe
correct grammar, organization, and content. Cite resources or references properly in needed.
SUMMARY
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Global communication is directly affected by the process of globalization, and helps to increase
business opportunities, remove cultural barriers and develop a global village. Both globalization and global
communication have changed the environmental, cultural, political and economic elements of the world.
Affected both by globalization and global communication, the global village is created when distance and
isolation no longer matter because people are connected by technology. Wide-spread telephone and
internet access have been life-changing for many people across the world, especially those in developing
countries.
Globalization and global communication have made it easier to see people on the other side of the
world as a neighbor, instead of a stranger from a faraway land. There is so much knowledge about other
countries and cultures available online, that it’s no longer a complete mystery.
REFERENCES
Padilla, Mely M., et.al. (2018), Communicate & Connect! Purposive Communication. Mutya
Publishing House Inc.
https://www.investopedia.com/terms/g/globalization.asp
https://en.wikipedia.org/wiki/Globalization
https://www.coursehero.com/file/37224956/Communication-and-Globalizationdocx/
https://www.newworldencyclopedia.org/entry/Culture
https://www.livescience.com/21478-what-is-culture-definition-of-culture.html
https://en.wikipedia.org/wiki/Cultural_diversity
https://www.monash.edu/arts/monash-intercultural-lab/about-the-monash-intercultural-lab/what-isintercultural-competence
Prepared by:
RIZZA SORIANO-BALDONADO, Ed. D.
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