27/03/2017 1 MGMT102 Business Communication Intercultural communication Topics covered • Explain the concept of culture • Differentiate enculturation, acculturation; ethnocentrism and cultural relativism. • Discuss Hofstede’s dimensions of culture • Use Hall’s context model of culture to explain intercultural differences • Describe co‐cultural dimensions of society and their impacts on cultural understanding • Explain why stereotypes and prejudices are formed and how it can lead to discrimination Process of Communication Message Encode Decode Channel or medium Feedback Noise Sender Receiver CO N T E X T27/03/2017 2 Set of shared interpretations about beliefs, values and norms, which affect the behaviours of a relatively large group of people Culture — some definitions Culture — some definitions Macro‐culture • All the arts, beliefs, social institutions, and other activities that are characteristic of a community, race, or nationality Micro‐culture • Predominating attitudes and behaviour that characterise the functioning of a group or organisation Cultural Diversity & Communication • Changing demographics • Increased multi‐national companies • Global workforce27/03/2017 3 Culture (norms and values) Social structure Political system Education Economic philosophy Language Religion Factors influencing cultural norms and values (Fig. 5.1, textbook) Nature of Culture • Learned, not innate • Invisible to those accustomed to particular culture • Unconscious or deliberate learning Cultural Differences in Business • Customs and behaviour • Formality • Social customs – Greetings – Business cards – Gift giving – Socialising27/03/2017 4 Cultural Differences in Business • Styles of dress • Time – Monochronic – Polychronic • Tolerance for conflict The process of intercultural communication • intracultural communication • Enculturation • Intercultural communication • Acculturation Australian culture Chinese culture Acculturation • Acculturation: the process of the meeting of cultures and the changes which result from such meetings. Source: Eunson, 201227/03/2017 5 • Denial all those not belonging to their culture are ‘others’ and are treated with either indifference or aggression. • Defence reversal is when another culture is seen as superior and attempts are made to imitate or take on the superior. • Minimisation occurs when a person starts to see similarities between their own culture and a different culture – they may recognise some universal behaviours • Acceptance is where a person experiences others as different to themselves but as an equal rather than superior/inferior – just different • Adaptation is when a person has empathy with another culture – that person can perceive why that culture behaves in a certain way and may change their own behaviour accordingly • Integration is when a person starts to identify with other cultures – this can be negative or positive Acculturation Eunson, 2016, p 530 Intercultural communication models • Hofstede • Four cultural dimensions • Dwyer (2016) • Six cultural dimensions • http://geert‐hofstede.com/ • Hall – context model • High context • Low context27/03/2017 6 Hofstede’s model Hofstede defines culture as: ‘The collective programming of the mind which distinguishes the members of one group or category of people from another’ Hofstede’s model: 4 dimensions of culture POWER DISTANCE refers to the different solutions to the basic problem of human inequality INDIVIDUALISM vs COLLECTIVISM refers to the integration of individuals into primary groups UNCERTAINTY AVOIDANCE refers to the level of stress in a society in the face of an unknown future MASCULINITY vs FEMININITY refers to the division of emotional roles between men and women Hofstede’s model: PDI POWER DISTANCE refers to the different solutions to the basic problem of human inequality the extent to which the less powerful members of institutions and organisations within a country expect and accept that power is distributed unequally.27/03/2017 7 Hofstede’s model: PDI • PDI expresses the attitude of the culture towards these inequalities in a society • High PDI cultures accept a hierarchical order in which everybody has a place and which needs no further justification. • low PDI cultures, people strive to equalise the distribution of power and demand justification for inequalities of power. Hofstede’s model Hofstede’s model: Individualism vs Collectivism INDIVIDUALISM vs COLLECTIVISM refers to the integration of individuals into primary groups the degree of interdependence a society maintains among its members A society's position on this dimension is reflected in whether people’s self‐image is defined in terms of “I” or “we.”27/03/2017 8 Hofstede’s model: Individualism vs Collectivism Individualism: • preference for a loosely‐knit social framework • individuals are expected to take care of only themselves and their immediate families. Collectivism: • preference for a tightly‐knit framework in society • individuals can expect their relatives or members of a particular in‐group to look after them in exchange for unquestioning loyalty. Hofstede’s model Hofstede’s model: 4 dimensions of culture UNCERTAINTY AVOIDANCE refers to the level of stress in a society in the face of an unknown future The extent to which the members of a culture feel threatened by ambiguous or unknown situations and have created beliefs and institutions that try to avoid these. How a society deals with the fact that the future can never be known.27/03/2017 9 Hofstede’s model: 4 dimensions of culture high UAI cultures • rigid codes of belief and behaviour, intolerant of unorthodox behaviour and ideas. • Like structure, security and predictability. • More likely to go to war to ensure settled outcome rather than wait and see. Low UAI cultures • more relaxed attitude ‐ practice counts more than principles. • More open to new ideas, rules only when necessary and change them if they don’t work. • Schedules are flexible, hard work is undertaken when necessary but not for its own sake, precision and punctuality do not come naturally. Hofstede’s model Hofstede’s model: 4 dimensions of culture MASCULINITY vs FEMININITY refers to the division of emotional roles between men and women The fundamental issue here is what motivates people, wanting to be the best (Masculine) or liking what you do (Feminine).27/03/2017 10 Hofstede’s model: 4 dimensions of culture • A high score (Masculine): – society driven by competition, achievement and success, • A low score (Feminine): – the dominant values in society are caring for others and quality of life. – A Feminine society is one where quality of life is the sign of success and standing out from the crowd is not admirable. Hofstede’s model High Power Distance Low High Uncertainty Avoidance Low Individualism Collectivism Masculinity Femininity Australia Australia Australia Australia27/03/2017 11 High Power Distance Low High Uncertainty Avoidance Low Individualism Collectivism Masculinity Femininity China China China China Thailand Thailand Thailand Thailand High Power Distance Low High Uncertainty Avoidance Low Individualism Collectivism Masculinity Femininity Sweden Sweden Sweden Sweden Austria Austria Austria Austria High Power Distance Low High Uncertainty Avoidance Low Individualism Collectivism Masculinity Femininity Sweden Sweden Sweden Sweden Australia Australia Australia Australia China China China China http://geert‐hofstede.com/countries.html Thailand Thailand Thailand Thailand Austria Austria Austria Austria27/03/2017 12 Hofstede’s model: Implications • People from high power‐distance (PDI) cultures work with high‐ status negotiators or principals • People from low PDI cultures often use inclusive/collaborative management • People from high uncertainty‐avoidance cultures want the reassurance of structure and ritual • People from collectivist cultures like to build relationships over a long period of time • People from high masculine cultures are more likely to resolve conflicts by force • People from feminine cultures are more likely to resolve conflicts through compromise and consensus • People from long‐term orientation cultures persevere to achieve desired ends Hofstede’s model: Implications • People are (can be) threatened by the idea of cultural variation • Language and communication skills guarantee that the messages are understood • Tourism may help raise intercultural awareness and boost business opportunities • All about recognising that you think differently but can resolve common problems anyway Hofstede’s model: Implications • Conflicts can still occur between people with similar values • Conflicts can occur between individual and individual, and among family and group members • Peaceful coexistence can prevail between people with different values27/03/2017 13 Hall’s context model • Communication & culture are not only about words • not just text, but context • Context can be measured • Two extreme types of context • low and high Hall’s context model High context: • A culture in which the context of communicated messages is as important as the communicated message Low context: • A culture in which the context of communicated messages is not as important as the communicated message itself Hall’s context model27/03/2017 14 High context • Large part of message is influenced by background and basic values of communicator • Implied within the context • Message conveys only limited portion of meaning • Interpret in terms of how and where it is said • Include non‐verbals • Time is subordinate to interpersonal relations • polychronic Hall’s context model Low context • Words in the message are explicit and focus is on detail • Non‐verbals have less impact on meaning • Expectation that decisions are made quickly • Interpersonal relations are subordinate to time • Monochronic time Hall’s context model27/03/2017 15 Hall’s context model Co‐cultural dimensions of diverse society • Language • Regional Differences • Ethnicity – Talk & silence – Conflict – Disclosure – Nonverbal standards https://www.youtube.com/watch?v=‐8mzWkuOxz8 Gender differences • Genderlect • Feminine speech – Rapport talk • Masculine speech – Report talk Co‐cultural dimensions of diverse society27/03/2017 16 Generational Differences – Baby Boomers • (1946‐1964) – Generation X • (1965‐1980) – Generation Y • (1981‐2000) – Millenials • (2001 ??) Gursoy et al., 2013 Co‐cultural dimensions of diverse society • Disabilities – Communicating • People without disabilities • People with disabilities Co‐cultural dimensions of diverse society Stereotypes and prejudice • Stereotypes arise from the natural linguistic tendency to organise phenomena into meaningful categories • It involves accepting widely held belief systems about particular groups • These beliefs can be very limited and detrimental to intercultural understanding and communication27/03/2017 17 Stereotypes and prejudice • Stereotyping can lead to prejudice – pre‐judging with little or no information can create negative attitudes towards a cultural group • This can lead to discrimination – this involves overt actions by nations, institutions, groups or individuals to exclude, avoid or distance another cultural group Communicating across diversity • Become culturally literate • View diversity as opportunity • Avoid ethnocentrism • Don’t condescend • Create dialogue Next week: Conflict Management .