Improving Intercultural Communication
Improving Intercultural Communication
at the Yorba Linda Public Library
Jessica Young
University of San Jose State
Improving Intercultural Communication
Introduction
The Yorba Linda Public Library is one of the busiest libraries in Orange County with
over 1,100 visitors a day. All California residents over the age of five are eligible for a library
card. Providing access to the library’s resources to more individuals which has contributed to the
growing diversity of the library. According to the U.S. Census (2011) Orange County has
3,010,232 residents, with an estimated 74.9 percent being Caucasian in 2011. The Hispanic
population makes up an estimated 34.1 percent and the Asian population makes up an estimated
18.4 percent (U.S. Census, 2011). The minority populations are growing contributing to making
Orange County more culturally diverse. Yorba Linda is also getting more culturally diverse
albeit a little more slowly.
With the community and surrounding communities becoming more culturally diverse,
Yorba Linda librarians are facing the various challenges that come with servings a diverse
population. Some examples are language barriers, providing services and resources for different
interests and cultures, and reaching the minority populations of the community. In order for
librarians at the Yorba Linda Public Library to serve the population effectively, a basic
knowledge of the different dimensions of intercultural communication and various principles are
needed. Also knowledge of nonverbal codes will help librarians be more aware of various
nonverbal gestures and their meanings. With a basic background on intercultural communication
the next step is being knowledgeable about different tools and tips to improve intercultural
communication. Finally specific ways to improve reference and programing at the Yorba Linda
Public Library to further accommodate different cultures.
Background Knowledge
Improving Intercultural Communication
Dimensions of Intercultural Communication
The importance of intercultural communication competence cannot be overstated.
Librarians come in contact with individuals from different cultures on a daily basis and must be
sensitive to the various communication styles out there (Hall, 1992). Therefore background
knowledge of the dimensions of intercultural communication and the similarities and differences
between cultures is prudent. There are four different dimensions of cultural values.
Individualistic versus collectivistic is the first cultural dimension. An individualistic
culture values the individual, the individual’s achievements, hopes and dreams. Cultures which
are more individualistic include the United States, Great Britain, Italy, Australia, Belgium, and
Denmark. In contrast a collectivistic culture focuses on the whole, doing what is best for the
whole community, and values the individual identifying with the group. Cultures that are more
collectivistic include Columbia, Taiwan, Peru, Singapore, Chile, Thailand, and Hong Kong
(Allard, Mehra, & Qayyy, 2007; Chen, 2005).
Power distance is the next dimension. This dimension refers to a cultures adaptation to
inequalities of power in organizations and various relationships. High power distance cultures
tend to accept authoritarianism. The culture is hierarchal in structure maximizing the differences
between individuals age, gender, generation, and status. The Philippines, Mexico, Venezuela,
India, and Singapore are examples of high power distance structures. Less direct speech and
respect for those in positions of power are signs of being a high power distance culture. Low
power distance cultures are more horizontal in relationships, with age, gender, generation, and
status being minimized. The United States, Australia, Israel, Sweden, New Zealand, and Norway
Improving Intercultural Communication
are examples of a low power distance structure. Low power distance cultures tend to speak more
directly since status and differences in age, gender, and generation are downplayed (Chen, 2005).
Another dimension in intercultural communication is a culture’s uncertainty avoidance.
Uncertainty avoidance is the extent in which a culture can accept situations which are
ambiguous. High uncertainty avoidance cultures do not take risks, avoid chance, and seek certain
behavioral rules in interactions. Countries on the high scale of uncertainty avoidance include
Greece, Belgium, France, Portugal, Chile, Spain, Argentina, and Japan. Low uncertainty cultures
take risks, tolerate ambiguous situations better, and show greater flexibility. Countries on the low
uncertainty avoidance scale are the United States, Sweden, Norway, Finland, Philippines, Great
Britain, and Denmark.
The fourth and final dimension is masculinity or femininity. This dimension refers to
whether traditional male traits or female traits or valued more. In cultures that value masculine
traits. Men are expected to be the breadwinner, dominant, and assertive. Women are expected to
be at home with the children, and nurturing. In cultures that are masculine the speech tends to be
more direct and aggressive, since men are the ones guiding the norms of the communication
styles. In more feminine cultures the qualities of affection, nurturing, and sensitivity is valued.
Equality between the genders is much more probable in a feminine society (Chen, 2005). One
thing to remember with the dimensions is a country could be somewhere in the middle neither
high nor low.
Cultural Context
The need to understand various communication styles and being able to recognize them
will help improve intercultural communication. There are high context cultures and low context
Improving Intercultural Communication
cultures. High context cultures speak less directly, and the emphasis is more on nonverbal
communication as well as what is not being said. Japan, Korea, China, England, and Vietnam are
examples of high context cultures. Low context cultures are much more direct with their verbal
communication. Examples of low context cultures are United States, Germany, Switzerland, and
Scandinavia. There is a tendency for high context cultures to be collectivistic and low context
cultures to be more individualistic, though this is not always the case (Allard et al., 2007; Chen,
2005).
Principles of Intercultural Communication
With a basic knowledge of cultural dimensions the next step in improving intercultural
communication at the Yorba Linda Public Library is through understanding basic principles. One
of the main principles to successful intercultural communication is respect for other cultures.
Respect is being able to acknowledge other individual’s needs in a nonjudgmental way.
Respecting that each culture is different. This means the other culture is not better or worse, just
different, also known as ethnorelativism (Chen, 2005). Along with respecting cultural differences
is being an active listener. It is not just the act of listening, but waiting for a patron to finish, and
not making judgments before further clarifying the question (Amsberry, 2009; Blenkinsopp,
1994). Many times understanding a patron’s accent is complained about hindering
communication. Accents are a natural thing, after learning a new or second language. Many
times conversing with those with accents is not the easiest. Yet, sometimes it is the librarian’s
attitude not the patron’s accent getting in the way. Do not let personal biases against certain
accents adversely affect the conversation. (Amsberry, 2009).
Improving Intercultural Communication
Being aware of personal biases ties in with being respectful of other cultures. Without
basic understanding of personal biases, it is impossible to be truly open minded. For example
with accents. Certain accents may affect a librarians’ comprehension of the patron’s speech as
well as their perception of a patron’s intelligence (Amsberry, 2009). Therefore this guides the
interaction in a negative direction. Now this conversation could have been much more positive if
the librarian was aware of their biases, and worked at having a more positive attitude. Finally
being empathetic and having cultural empathy. According to Ruben (1976) cultural empathy is
defined as, “the capacity to clearly project an interest in others, as well as to obtain and to reflect
a reasonably complete and accurate sense of another’s thoughts, feelings, and or experiences” (as
cited in Arasaratnam, 2011). Cultural empathy allows librarians to show patron’s they are
interested in their inquiry, and can help provide the resources they need. Ask and encourage
questions during the reference interview, continually show interest (Osa, Nyan, & Ogbaa, 2006).
It is truly being able to put oneself in another’s shoes, without having to have the actual
experiences to go along with it.
Nonverbal Communication
Nonverbal communication varies from culture to culture. This can make it extremely
hard for librarians to always interrupt nonverbal cues correctly. Yet, knowing some of the
nonverbal codes can help make intercultural interactions go more smoothly. Kinesics is the use
of facial expressions and body movement. An example would be eye contact. Eye contact rules
vary from culture to culture. Some examples of different cultural norms are in many Asian
cultures direct eye contact is taboo, especially for women. Being considered forward and a sign
the women is loose in her moral character. In contrast North American cultures expect direct eye
contact when interacting with people directly. Otherwise it can be seen as rude or that the
Improving Intercultural Communication
individual is uninterested in the conversation. Many facial expressions tend to vary from culture
to culture. Though there are certain expressions which transcend most cultures. These tend to be
the expressions for the emotions of happiness, fear, disgust, surprise, and anger.
Next is proxemics, or the use of space and distance when communicating. Better known
as giving someone their personal space or not entering their bubble. Being aware of patrons’
personal space, not getting to close is important in making them feel comfortable within the
interaction. Getting to close or being too far away can negatively hinder the interaction. Haptics
is the use of touch to convey a meaning or expression. An example would be holding hands as an
expression of love or friendship. Some cultures use haptic gestures more heavily than others.
Librarians need to be aware of accepted haptic practices with the various cultures within the
community they serve, as well as their own haptic tendencies. Touching someone on the back or
arm may be friendly courtesy in one culture and an insult in another. Vocalics is the last
nonverbal node, which is the tone and volume of the voice used. In libraries the expectation is
for patron’s volume of voice is to be low. Librarians must be patient and accepting of vocalics,
which are louder than the norm. It simply could be the patron’s way of speaking. Certain cultures
speaking loudly is the norm others more softly. It is knowing the difference and working with
patron’s to find an acceptable level of loudness for both parties involved that is the key
(Arasaratnam, 2011; Chen, 2005).
Tools for Effective Intercultural Communication
Now with a basic knowledge of intercultural communication dimensions and principles,
theory can be put into practice. The first step in intercultural communication is to identify which
Improving Intercultural Communication
dimension and communication style a patron fits into (Allard et al., 2007; Blenkinsopp, 1994).
This will then guide the interactions and how to conduct a successful reference interview. For
example a librarian has identified the patron is from a high context, collectivistic society. During
the reference interview focus should be more on what is not being said and non-verbal cues. This
is because individuals from this culture tend to rely on nonverbal cues, and less direct speech
when interacting with others. The librarian should also be less direct in their questioning and
avoid any gestures that might cause a miscommunication (Allard, et all., 2007).
With knowledge about the community’s level of uncertainty avoidance librarians can
plan services accordingly. Librarians in high uncertainty avoidance communities can plan more
traditional programs and services. Patrons will be more familiar with them, and therefore more
comfortable attending or using them. Librarians in low uncertainty avoidance cultures can be
more creative in their programming and services. Taking more risks, creating more unique or
ambiguous services for patrons who are more adaptable to new situations. An example is a
library in a low uncertainty avoidance community could set aside part of the budget to purchase
e-books to begin a digital library. While librarians in a high uncertainty avoidance culture should
stick to traditional resources and use the money to purchase additional print materials.
Also knowing a community’s uncertainty avoidance and whether it is higher or lower on
the scale can guide reference interviews. It is not always easy to ask a librarian for help,
especially if it is a patron’s first time. Librarians who work within a community with high
uncertainty avoidance should try having a roaming reference. With the librarians going up to the
patrons, instead of the other way around. Patrons may feel more comfortable asking any
questions they may have if the librarian approaches them first It also shows the librarian is
interested in their needs.
Improving Intercultural Communication
When at the reference desk, librarians should portray an inviting environment to all
patrons. This is done especially with nonverbal communication, which some cultures rely on
more so than others. Smiling when a patron walks up is a simple yet effective way to portray a
welcoming environment. Other nonverbal cues which contribute to a positive interaction and
tends to be positive across cultures is turning towards the patron. Simply turning the chair or
body towards the patron shows all the attention of the librarian is focused on the patron and their
needs. This does not necessitate direct eye contact, for some cultures direct eye contact is not
required or appreciated. Also moving closer to the patron when engaging with them. Though be
sure to leave the appropriate amount of personal space (Page, 2004).
When an understanding of the patron’s communication style is still not making the
interaction go more smoothly, then here are some tips to improve communication. Speak slowly
when communicating. The patron may be having as hard a time understanding the reference
librarian as a librarian is at understanding the patron. When having problems understanding a
patron’s need due to an accent or language barrier, first focus on the meaning instead of specific
sounds (Amsberry, 2009). If this is still not helping, try having him or her write down the
request. For example, “I am sorry, I do not think I am spelling that correctly. Could you write it
down for me?” With the patron writing it down, it just provides another way to communicate
their needs. Avoid using library jargon. Not all patrons are familiar with library jargon, even
native English speakers. Therefore if English is a second language this could make
miscommunication even more probable (Osa, et all., 2006). These tips can help make
intercultural communications go more smoothly and improve the reference interview.
Improving Intercultural Communication
Improving Services
With the community of Yorba Linda and the surrounding cities becoming more diverse.
It is up to the librarians to help create an environment of acceptance and welcoming to all
cultures. This has already begun through the development of collections in Chinese and Spanish.
These two languages represent cultures within the community that are growing, and therefore
deserve resources which fit their needs. Another resource for those within the community is the
ability to use the available databases in a language other than English. This provides patrons with
the resource to search for articles in a language they are more comfortable in.
Overall much of the programming done at the Yorba Linda Public Library has been
traditional. With a lot of gardening, cooking, author speaking engagements, etc. In order to really
expand services to meet the needs of the more diverse population. Providing programs which are
culturally relevant is needed. Hispanic Americans make up the largest minority group in Orange
County. Therefore having programs centered around holidays or celebrations they participate in
would be a great way to engage them. An example would be to have a celebration of Dia de los
Muertos. The library could look for entertainment such as a mariachi band, or ballet folklorico
dancers. Along with the entertainment another tradition for Day of the Dead is to create
handmade crafts such as skull masks, tissue paper flowers, and ofrenda decorations. Finally
serving traditional treats such as pan dulce and pan muerta would provide a welcoming
environment for the community.
Another minority group that is growing in Orange County is Asian Americans. One of
the holidays celebrated in many different Asian cultures is Chinese New Year. Though the
library could not celebrate by providing red envelopes to all the patrons filled with money, there
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are other traditions the library could follow. The Yorba Linda Public Library could provide a
program as a preparation for the holiday. The program could include a craft table for patrons to
various paper crafts such as paper lanterns. Paper lanterns are traditionally used to decorate the
house for the holiday. Having traditional Chinese dancers would provide great entertainment for
the event. Food for the event could include spring rolls, tangerines, and oranges to name a few
traditional foods eaten during the celebration.
With culturally programming comes the opportunity to work with different community
groups the library may not normally interact with. The Yorba Linda Public Library could reach
out to Asian American and Hispanic American groups to work together on these programs. The
library will benefit by learning from them about their culture to create more culturally accurate
programming. Plus the library will also create a partnership with these communities. Partnerships
are a great way for the Yorba Linda Public Library to show interest in providing services for the
various needs of these communities. The library should be a welcoming place to all community
members no matter their cultural background.
The two cultural programs described above would not just be beneficial for those cultures
that celebrate those holidays. It would also be a way for all members of the community no matter
their background to participate in cultural events different from their own, in a neutral
environment. It is the opportunity for the library to become a low-intensive meeting place. A low
intensive meeting place is an environment in which individuals are exposed to values and
interests of other cultures (Audunson, 2005). The Yorba Linda community could participate in
the proposed programming and learn about different cultures in a fun and comfortable way.
Cultural programming is a unique way to engage all members in the community.
Improving Intercultural Communication
Conclusion
With the increase in diversity of cultures utilizing the Yorba Linda Public Library comes
new challenges. Such as understanding accents, interpreting nonverbal cues and codes, and
providing for the needs of a variety of different interests. Librarians must work at providing
good customer services to all members of the community no matter their background. Though
not always easy hopefully this paper has helped provide a basic background of different
intercultural communication dimensions and principles. Along with specific examples on how to
apply this basic knowledge in providing good reference service and programming to the Yorba
Linda community. This paper is just the tip of the ice berg. With continued education and
instruction librarians at the Yorba Linda Public Library can provide top notch service to all of the
different cultures using the library.
Improving Intercultural Communication
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