CHAPTER 3 “BUSINESS COMMUNICATION AND THE GLOBAL CONTEXT”

Objectives
A

concept of Culture Intercultural Communication National Cultural Variables

Individual Cultural Variables
What is Culture?

Objective One: A concept of Culture

1. “The word culture, from the Latin colo, -ere, with its root meaning "to
cultivate", generally refers to patterns of human activity and the symbolic
structures that give such activity significance.” (Wikipedia) 2. “The system of
shared beliefs, values, customs, behaviors, and artifacts that the members of
society use to cope with their world and with one another, and that are
transmitted from generation to generation through learning”
Intercultural Differences
Culture is everyday life activities. Culture is:
What

we wear How we ‘greet’ other people How we communicate with other people
(Verbally or non-verbally) What we play What we eat, etc
Difference of culture in terms of Clothing
Sub-Continent Clothing (male) Arabian Clothing (male)
Difference of culture in terms of Food
Hot Dog; The most popular American Food One of the most popular Chinese foods;
Crab
Objective Two: Intercultural Communication
Definition: “Intercultural Communication is the management of messages for the
purpose of creating meaning across cultures. (Griffin, 3rd ed. 404) Note:
Studies have long determined that all of us are more comfortable with persons we
know and who hold similar beliefs, traits or interests.
Different Theories about Intercultural Communication:

Anxiety Uncertainty Management Theory by William B. Gudykunst (1985) Critical

Theory by Jurgen Habermas (1964) Critical Theory by Stanley Deetz (1982) Cross-
cultural Adaptation by Young Kim (1977) Cultural Critical Studies by Stuart Hall
(1976) Face Negotiation by Stella Ting-Toomey (1985) Feminist Genre by Karlyn
Kohrs Campbell (1973) Genderlect by Deborah Tannen (1984) Marxist Theory by Karl
Marx (1984) Meaning of Meaning Theory by I. A. Richards (1936) Muted Group
Theory by Chris Kramarae Nonverbal Typologies by Paul Ekman and Wallace Friesen
(1969) Standpoint Theory by Sandra Harding and Julia T. Wood (1982) Stranger by
William Gudykunst (1985)
Objecitve Three: National Cultural Variables
Politics Religion Social Norms

National Cultural Variables

Language

Economics

Laws & Regulations

Education
Education

b. c. d.

People’s attitude towards education

What is the level of education of middle managers? To what degree is education of
women supported in the country? Does education constitute a significant portion of
the national budgets?
Education Levels of Chinese, Asian and U.S Managers
Highest Level of Education Less than High School High School Graduate Some College
Undergraduat e Degree Postgraduate Degree Chinese, % 5.4 31.8 34.6 27.6 0.7 Asian,
% 2.5 12.4 19.4 65.4 25.0 U.S, % 0.1 3.2 16.9 79.8 30.0
A quick assumption might be that Asians, particularly Chinese are less interested
in education. If you made such an assumption, you will be wrong. We must go beyond
surface conlcusions and asses the reasons that Chinese managers lack executive
education. 1. In relation to its size, China does not have many institutions of
higher educations, by 1985 there were only 1016 institutions of higher education.
2. China is an agrarian economy. Over 800 million people still live in the
countryside; 69 % of the labor force is agricultural. Some early Chinese leaders
felt that education was not needed in such an environment.
National Cultural Variables
Politics Religion Social Norms

National Cultural Variables

Language

Economics

Laws & Regulations

Education
Laws & Regulations

Laws & Regulations; Degree of formality

To what extend are the laws of the country codified?

Is there uniform enforcement of the laws & the regulations of the country?
Are the laws & regulations of your country accepted and enforced?
In both the developed and underdeveloping nations, various governments regulations
affect business communications and the sales of products. For example:

Advertising directed at children is restricted in USA & Canada.

Advertisement of Cigarettes is restricted in Europe. Countries like France,
Mexico have restriction on the use of foreign languages in advertisements.
Can you find advertisement of liquor in any Pakistani newspaper like this?

No! Because Laws and Regulations in Pakistan restrict such an advertisement in any
newspapers.
What will be the consequence if you still dare to advertise for liquor in
Pakistan?
National Cultural Variables
Politics Religion Social Norms

National Cultural Variables

Language

Economics

Laws & Regulations

Education
Economics

Economics; Past history and projections Which economic changes have accurred in
the past 5 years that will affect the future? Is the government supportive of the
economic changes accurring? How welcome are outside investors in your host
country? May funs be removed easily from your host country

c)

d) e) f)
Some examples of the economic Variations in different Countries/Cultures
Under the U.S free-enterprise system, competitors usually set their own prices.
OPEC (Organization of Petroleum Exporting Countries) as a cartel, sets oil prices.
Isreali agricultural competitors mutually agree on a price. Japanese
businesses have to check with the governemt before initialting major production
and trading changes.
National Cultural Variables
Politics Religion Social Norms

National Cultural Variables

Language

Economics

Laws & Regulations

Education
Politics
Politics;

Past History and projections for Future Which political changes have accured
within past 5 years? How supportive is the government of outside investors? Of
joint ventures? What are the protocols, the conventions individuals must
respect in the host country?
Some pertinent Examples:

If you are intending to do job or business in North Korea, you need to be cautious
of saying/writing anything directed against the government otherwise you might
need to face sever consequences. If you are intending to get connected with the
field of media, you should know that the present government of Pakistan is much
liberal in this regard as compared to previous governments. (This may not be the
case in next 5 years due to possible change in reign).
National Cultural Variables
Politics Religion Social Norms

National Cultural Variables

Language

Economics

Laws & Regulations

Education
Religion

Religion: Diversity of belief structure Are you aware of the major religious
beliefs that could affect your business relationships? Will the religious
holidays affect your rhythm of conducting business? What personal behavior is
acceptable and nonacceptable?
National Cultural Variables
Politics Religion Social Norms

National Cultural Variables

Language

Economics

Laws & Regulations

Education
Social Norms

Social Norms: Importance of family, influence of past colonial influence Are

you aware of the social hierarchies of the country? Is there a rank order of
importance for participants at meetings? Who will really make the business
decisions? Which country’s influence is still evident after previous colonial
control?
A Business group celebrating with Champagne in West

What will native people think if you do it in Pakistan?

Language

Language:

Use of English, and other languages used in business relationships Is it

necessary to have an interpreter at business sessions? Is English understood at
the oral or written level? Is there a protocol to follow for formal and
informal communication?
Why to study and analyze all these factors?
“Failure to prepare is preparing to Fail” (Coach John

Wooden)
Objective Four: Individual Cultural Variables
Manners Decision Making

Verbal Communication

Acceptable Dress

Individual Cultural Variables

Nonverbal Communication

Food

Space

Time
Time

Prescriptions of Time Is the concept of considered linear or circular What

impact will time have upon business decisions? Is time considered variable or
an intangible assets?
Space

Perception of Space

What is the average acceptable personal space between native and the host country?
Food

Perceptions of Food Are you aware of the eating habits of your host? Are
their table conventions you should be aware of? Are there foods you might find
disagreeable?
Manners

Perception of Manners

What

is the protocol regarding the introduction of persons in a business situation?

What are the rules of gift giving?

Note: Do not try giving gifts like this to the girls wearing Hijaab
Acceptable Dress

Perception How

of Dress

much skin may be exposed in the both an informal and in a formal situation? Are
certain colours disturbing? Will western attire be accepted?
This dress code may be deemed decent in Muslim countries but will people accept
this as a business dress code in USA, Europe or any other western country?

Our Humble Advice: Don’t get impressed by a girl wearing Hijaab, she might be
wearing it reluctantly!!

”‫”ہات ھی ک ے دانت ک ھان ے ک ے اور دک ھان ے ک ے اور‬

Decision Making

Perceptions of Decision Making Is the pattern of making decisions consistent

from one company to another? Is placement of the major decision maker consistent
in a meeting situation? Is an inductive or deductive partner of the decision
making preferred?
Verbal Communication
Volume

varies culture to culture and country to country. voice volume shows different
attitude of the human behavior.

Different
Nonverbal Communication

They say: “Action speaks louder than the words”