Chapter 4
Communicating Across
Cultures
Mary Ellen Guffey, Business Communication:
Process and Product, 5e
Copyright © 2006
Increasing Importance of
Intercultural Communication
• Technological advancements
• General global
interconnectivity
• Globalization of markets
• Intercultural workforce
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 2
Understanding Culture
How is culture like a computer program?
Society, gender, race, age, religion, and
other factors control our reactions and
behavior.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 3
Characteristics of Culture
1. Culture is learned.
2. Cultures are inherently logical.
3. Culture forms our self-identity and
community.
4. Culture combines the visible and
the invisible.
5. Culture is dynamic.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 4
Selected Dimensions of
Culture
Context
• High-context cultures (in Japan, China,
and Arab countries) tend to be relational,
collectivist, intuitive, and contemplative.
• Low-context cultures (in North America,
Scandinavia, and Germany) tend to be
logical, linear, and action-oriented.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 5
Selected Dimensions of
Culture
Individualism
• High-context cultures prefer group values,
duties, and decisions.
• Low-context cultures tend to prefer
individual initiative, self-assertion,
personal achievement.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 6
Selected Dimensions of
Culture
Formality
• Other cultures may prefer more
formality.
• North Americans place less
emphasis on tradition, ceremony,
and social rules.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 7
Selected Dimensions of
Culture
Communication Style
• High-context cultures rely on nonverbal
cues and the total picture to communicate.
Meanings are embedded at many social
levels.
• Low-context cultures emphasize words,
straightforwardness, openness. People
tend to be informal, impatient, literal.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 8
Selected Dimensions of
Culture
Time Orientation
• Time is unlimited and never-ending in
some cultures. Relaxed attitude toward
time.
• Time is precious to North Americans. It
correlates with productivity, efficiency,
and money.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 9
High-Context and LowContext Cultures
High
Japanese
Arab
Latin American
Spanish
English
Italian
French
North American
Scandinavian
German
Swiss
Low
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 10
Improving Communication
With Intercultural Audiences
Oral Messages
• Learn foreign phrases.
• Use simple English.
• Speak slowly and enunciate clearly.
• Observe eye messages.
• Encourage accurate feedback.
• Check frequently for comprehension.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 11
Improving Communication
With Intercultural Audiences
Oral Messages
• Accept blame.
• Listen without interrupting.
• Tell speakers if you don’t understand.
• Remember to smile!
• Follow up in writing.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 12
Improving Communication
With Intercultural Audiences
Written Messages
• Adapt to local formats.
• Use short sentences and short
paragraphs.
• Avoid ambiguous expressions.
• Strive for clarity.
• Use correct grammar.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 13
Improving Communication
With Intercultural Audiences
Written Messages
• Cite numbers carefully.
• Accommodate reader in organization,
tone, and style.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 14
Making Ethical Decisions
Across Borders
•
•
•
•
Broaden your view of other cultures.
Avoid reflex judgments.
Find alternatives.
Refuse business if options violate your
basic values.
• Conduct all business openly.
• Don’t rationalize shady decisions.
• Resist lawful but unethical strategies.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 15
Proverbs Reflect Culture
What do these proverbs tell us about
this culture and its values?
U.S. Proverbs
Waste not, want not.
He who holds the gold makes the rules.
If at first you don’t succeed, try, try again.
The early bird gets the worm.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 16
Proverbs Reflect Culture
What do these proverbs tell us about
this culture and its values?
Chinese Proverbs
A man who waits for a roast duck to fly
into his mouth must wait a very, very long
time.
A man who says it cannot be done should
not interrupt a man doing it.
Give a man a fish, and he will live a day;
give him a net, and he will live a lifetime.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 17
Proverbs Reflect Culture
Other Proverbs
No one is either rich or poor who has not
helped himself to be so. (German)
Words do not make flour. (Italian)
Wealth that comes in at the door unjustly,
goes out at the windows. (Egyptian)
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 18
Comparing U.S. and
Foreign Views
How Many U.S. Persons View
Themselves
Informal, friendly, casual
Egalitarian
Direct, aggressive
Efficient
Goal- and achievement-oriented
Profit-oriented
Resourceful, ingenious
Individualistic, progressive
Dynamic, identify with work
Enthusiastic, prefer hard sell
Open
How Many Foreigners View
U.S. Persons
Undisciplined, too personal
Insensitive to status
Blunt, rude, oppressive
Opportunistic, obsessed with time
Promise more than they deliver
Materialistic
Deals more important than people
Self-absorbed
Driven
Deceptive, fearsome
Weak, untrustworthy
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 19
Diversity Demographics Quiz
1. The most dramatic workforce change since the 1960s
is the growing number of_________ in the workforce.
a. Hispanics
c. African-Americans
b. seniors (65 or over)
d. women
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 20
Diversity Demographics Quiz
1. The most dramatic workforce change since the 1960s
is the growing number of_________ in the workforce.
a. Hispanics
c. African-Americans
b. seniors (65 or over)
d. women
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 21
Diversity Demographics Quiz
2. By 2050, close to _________ of the U.S. population
will be made up of Asians, Hispanics, AfricanAmericans, and other nonwhite groups.
a. one quarter
c. one half
b. one third
d. two thirds
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 22
Diversity Demographics Quiz
2. By 2050, close to _________ of the U.S. population
will be made up of Asians, Hispanics, AfricanAmericans, and other nonwhite groups.
a. one quarter
c. one half
b. one third
d. two thirds
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 23
Diversity Demographics Quiz
3. Among individuals with a work-limiting disability, 44
percent hold college degrees and 75 percent are
computer literate. How many of these disabled
people are NOT part of the workforce?
a. one quarter
c. one half
b. one third
d. two thirds
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 24
Diversity Demographics Quiz
3. Among individuals with a work-limiting disability, 44
percent hold college degrees and 75 percent are
computer literate. How many of these disabled
people are NOT part of the workforce?
a. one quarter
c. one half
b. one third
d. two thirds
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 25
Diversity Demographics Quiz
4. The Bureau of Labor Statistics estimates that
between 200 and 2025 the number of over-55
workers will___________.
a. decrease by 13 percent
b. decrease by 23 percent
c. increase by 53 percent
d. increase by 83 percent
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 26
Diversity Demographics Quiz
4. The Bureau of Labor Statistics estimates that
between 2000 and 2025 the number of over-55
workers will___________.
a. decrease by 13 percent
b. decrease by 23 percent
c. increase by 53 percent
d. increase by 83 percent
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 27
Diversity Demographics Quiz
5. What percentage of the U.S. population over 5 years
of age speaks a language other than English at
home?
a. 8 percent
c. 18 percent
b. 28 percent
d. 38 percent
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 28
Diversity Demographics Quiz
5. What percentage of the U.S. population over 5 years
of age speaks a language other than English at
home?
a. 8 percent
c. 18 percent
b. 28 percent
d. 38 percent
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 29
Diversity Demographics Quiz
6. Based on the latest census figures, what are the two
MOST racially and ethnically diverse states in the
continental United States?
a. Florida, New York
c. California, Texas
b. Florida, California
d. New Mexico, California
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 30
Diversity Demographics Quiz
6. Based on the latest census figures, what are the two
MOST racially and ethnically diverse states in the
continental United States?
a. Florida, New York
c. California, Texas
b. Florida, California
d. New Mexico, California
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 31
Diversity Demographics Quiz
7. Based on the latest census figures, what are the two
LEAST racially and ethnically diverse states in the
continental United States?
a. Rhode Island, Delaware
b. Maine, Vermont
c. North Dakota, South Dakota
d. Maine, New Hampshire
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 32
Diversity Demographics Quiz
7. Based on the latest census figures, what are the two
LEAST racially and ethnically diverse states in the
continental United States?
a. Rhode Island, Delaware
b. Maine, Vermont
c. North Dakota, South Dakota
d. Maine, New Hampshire
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 33
Diversity Demographics Quiz
8. In 1960 married women with children made up 28
percent of the workforce. What percent of married
women with children are now in the workforce?
a. 40 percent
c. 60 percent
b. 50 percent
d. 70 percent
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 34
Diversity Demographics Quiz
8. In 1960 married women with children made up 28
percent of the workforce. What percent of married
women with children are now in the workforce?
a. 40 percent
c. 60 percent
b. 50 percent
d. 70 percent
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 35
Diversity Demographics Quiz
9. The most profound challenge for managers and
administrators in all organizations striving for diversity
will center on _____________?
a. recruiting
c. management style
b. promotion
d. communication
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 36
Diversity Demographics Quiz
9. The most profound challenge for managers and
administrators in all organizations striving for diversity
will center on _____________?
a. recruiting
c. management style
b. promotion
d. communication
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 37
Tips for Capitalizing on
Workforce Diversity
•
•
•
•
Seek training.
Understand the value of differences.
Don’t expect conformity.
Create zero tolerance for bias and
stereotypes.
• Learn about your cultural self.
• Make fewer assumptions.
• Build on similarities.
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 38
End
Mary Ellen Guffey, Business Communication: Process and Product, 5e
Ch. 4, Slide 39