Composing messages with cultural

considerations
Dr. Madhavi Gokhale

Oral Communication
Effective oral communication requires cultural understanding. The purpose of and the
information exchanged in business introductions differs across cultures. The following table
reveals cultural contrasts in business introductions:
United States
Japan
Purpose
of Establish status and Establish position in
introduction
job identity; network group,
build
harmony
Image of individual
Independent
Member of group
Information
Related to business
Related to company
Use of language
Informal, friendly, Little talking
use first name
Values
Openness,
Harmony, respect,
directness, action
listening

Arab countries
Establish personal
rapport
Part of rich culture
Personal
Formal; expression
of admiration
Religious harmony,
hospitality,
emotional support

In the workplace, conflicts may arise because of differences in conversational styles.

Generation Xers often use a rising inflection on statements as well as questions. They see
this style as gentler and more polite. But baby boomer bosses may see this speech pattern as
hesitant, as if the speaker wants advice which they then proceed to deliver. It is claimed
that African Americans often use direct questions to criticize or accuse. An African employee
might see a question (Will that report be ready Friday?) as a criticism of his or her
progress. One supervisor might mean the question simply as a request for information.
Another supervisor might use the question to mean I want that report Friday.
Understatement and Exaggeration
Closely related to conversational style is the issue of understatement and overstatement. The
British have a reputation for understatement. Someone good enough to play at Wimbledon
may say he or she plays a little tennis. Many people in the US exaggerate. A US
businessman negotiating with a German said, I know its impossible, but can we do it? The
German saw the statement as nonsensical: by definition, something that is impossible cannot
be done at all. The American saw impossible as merely a strong way of saying difficult
and assumed that with enough resources and commitment, the job could in fact be done.
Compliments
The kinds of statements that people interpret as compliments and the socially correct way to
respond to compliments also vary among cultures. The statement You must be really tired
is a compliment in Japan since it recognizes the other person has worked hard. The correct
response is Thank you, but Im okay. An American who is complimented on giving an oral
presentation will probably say Thank you. A Japanese, in contrast, will apologize: No, it
wasnt very good. Statements that seem complimentary in one context may be inappropriate

in another. For example, women in business are usually uncomfortable if male colleagues or
superiors compliment them on their appearance. The comments suggest that the women are
being treated as visual decoration rather than contributing workers.

Written Communication
Writing to international audiences
When you write to international audiences, use titles, not first names. Avoid contractions,
slang, and sports metaphors. For most cultures, buffer negative messages and make requests
more indirect. Make a special effort to avoid phrases that could be seen as arrogant or
uncaring. Cultural mistakes made orally float away on the air; those made in writing are
permanently recorded.
Guidelines on the right approach to written communication:
1. Focus on being sensitive and flexible: The first step in understanding another culture
is to realize that it may do things very differently, and that the difference is not bad or
inferior. But people within a single culture differ. Differences can turn into
stereotypes, which can be just as damaging as ignorance. Test generalizations against
your own experiences. When in doubt, ask.
2. Make your documents bias-free: Start by using non-sexist, nonracist and nonagist
language. Bias-free language is language that does not discriminate against people on
the basis of sex, physical condition, race, age, or any other category. It is fair and
friendly; it complies with the law. It includes all readers; it helps to sustain goodwill.
When you produce newsletters or other documents with photos and illustrations,
choose a sampling of the whole population, not just part of it.
Source: Kitty O. Locker & Stephen Kyo Kaczmarek: Business Communication: Building
Critical Skills, McGraw Hill, 2000.
Guidelines for internationalizing the English language:
1. Use the 3,000-4,000 most common English words. Uncommon words such as onus
for burden and flux for continual change should be avoided.
2. Choose words that have only one meaning. The word high has 20 meanings; the
word expensive has one. When it is necessary to use words with multiple
meanings, use only the most common meaning.
3. Avoid redundancies and words that draw mental pictures (red tape).
4. Avoid wordy expressions for time, such as interval of time (interval) and three weeks
duration (three weeks).
5. Be aware of words with a unique meaning in some cultures; the word check outside
the US means a financial instrument and is often spelled as cheque.
6. Use the formal tone and correct punctuation to ensure clarity; avoid the use of first
names in letter salutations. End with a closing sentence that is thoughtful.
7. Use more short, simple sentences that you would ordinarily use; avoid compound and
compound-complex sentences.
8. Avoid acronyms (ASAP, RSVP), emoticons, and shorthand in writing letters, faxes, or
e-mail messages.
9. Adopt the tone of the letter to the reader if the cultural background of the reader is
known. For example, use unconditional apologies if that is expected in the readers
culture.

Guidelines for writing e-mail messages to international

colleagues:
1. In your introductory e-mail, include some phrases, such as hello and good-bye, in
the customers language. Mention places you enjoyed visiting if you have travelled in
the customers country.
2. Use a collaborative tone; ask for feedback at the conclusion of your email messages.
State that you are enjoying working with the person and use such phrases/sentences as
I appreciate and Thank you for your feedback.
3. Avoid humour because humour does not cross cultures easily.
4. Be positive and cheerful; be honest but do not emphasize any negatives in your
message.
5. Avoid dwelling on cultural differences; concentrate on similarities in experiences and
attitudes. Admit your own biases.
6. Show humility and be deferential.
7. Use only present and past tense; avoid progressive tenses.
8. Always include your relation to Greenwich Mean Time (GMT) when referring to time
in the message (GMT minus seven hours, for example)
9. Do not use all capital letters and avoid exclamation marks. In addition, do not ask
questions starting with the word why because such questions seem to require that
readers defend their positions.
10. Be generous with compliments; include such statements as I like your suggestion
and I am happy you thought about that.
11. Maintain a consistent pattern in the way you organize your e-mail messages.
12. Learn how to handle problem situations. When you do not understand, always ask for
clarification. When you are angry, avoid expressing your feelings in the e-mail
message.
Simply ask questions and say that you wish to clear up any
misunderstandings. Do not attempt to assign blame.
Source: Lillian Chaney & Jeanette Martin: Intercultural Business Communication, 6 th edn.
Pearson, 2014.