Chapter 2

Multicultural and Global

Communication
 Learning Objectives

1.Explain how cultural differences affect business

communication.
2. Identify cultural barriers to communication.
3. Explain basic guidelines for effective multicultural
communication.
4.Discuss communication challenges in a global
environment.
5.Discuss communication challenges in a global
environment.
6.Describe key strategies for effective global business
communication.
 Communication Across Cultures is
Necessary due to:

• Outsourcing

• Off shoring

• E-commerce
 Take Time to Learn the Culture
Thoroughly!
Este es nuestro Ha, ha, ha, ha,
Nuevo auto: ha, ha!!!
el NOVA!
Ceci est notre
nouvelle
voiture : La
NOVA ! !

This is our new

car: The NOVA!
Welcome!.......Bienve
nida!..... Spanish

How are You?

Cómoes tas ?
I am doing fine ..
Hago bien..
 Culture

Customary beliefs, social norms,

values, material traits, and
behavior patterns transmitted
from generation to generation that
distinguish groups of people
 Corporate Cultural Dimensions

• Behavioral • Assumptions
expectations • Norms
• Values • Customs
• Patterns of • Rituals
operation • Symbols
• Beliefs
 Core Cultural Dimensions

• Ethnicity
• Race
• Gender
• Age
• Physical disability
 Cultural Ethnicity and Race

• Ethnicity relates to common

history.
• Race relates to characteristics
transmissible by descent.
 Gender Roles

• Men and women tend to

communicate differently.
• Societal expectations of men and
women affect how they interact
with one another.
 Age Diversity

Age and stage of life affect

individuals’ values and how others
perceive them.
 Physical Disability

The Americans with Disabilities

Act (ADA) removes unreasonable
barriers to employment in an effort
to prevent discrimination against
people with disabilities.
 Multicultural Perspectives

• Cultural background affects

communication.
• Cultural diversity in the workplace
and in the marketplace has increased.
• Greater understanding of the
connection between culture and
communication is necessary.
 Cross-Cultural Communication
Barriers
• Cultural relativism
• Ethnocentrism
• Lack of knowledge and
understanding of other cultures
• Discriminatory behaviors including
harassment
• Language differences
 Cultural Relativism

Compares the values and behaviors

of different cultures and usually
means judging them against
standards of right and wrong from
your own culture
 Ethnocentrism

The inherent belief that your own

cultural traditions and values are
correct and superior
 Stereotypes

• Assumption that behaviors or

characteristics typical of a
particular culture define all
members of that cultural group
• Result from a limited knowledge of
cultural diversity
 Discrimination

Showing favoritism or prejudicial

rejection of people because of
differences
 Sexual Harassment

• Unwelcome behavior of a sexual

nature or with sexual overtones
• Quid pro quo
• Hostile environment
 Languages

Language differences may be a

barrier to effective business
communication.
 Nonverbal Language

• Influences the receiver’s

understanding and acceptance of a
message
• Is believed rather than the verbal
message if the two are inconsistent
 Multicultural Communication
Guidelines

• Understand your own culture.

• Keep an open mind and respect
diversity.
• Identify and adapt to language
differences.
 Multinational and Global
Business

• Multinational business –
operations targeted toward and
conducted in two or more countries
• Global business – operations and
strategies to serve a world market
 High Context Cultures

• Place high value on relationships

• Favor indirect communication

 Low-Context Cultures
• Value productivity

• Prefer direct communication

• Give minimal attention to

relationship building
 Speaking and Writing for a
Global Audience

• Learn and use a few phrases and

greetings in the receiver’s native
language.
• Use the indirect or direct style to
match the style of the receiver.
 Global Communication
Strategies
• Review business communication
principles.
• Analyze the message receiver.
• Be open to and accepting of other
cultures.
• Learn about other cultures and apply
what you learn.
• Consider language needs.
My Culture…holding on to my roots but
progressing…u define yours.

THANK YOU