Chapter 2

Multicultural and
Global
Communication
 Communication Across
Cultures is Necessary due
to:

• Outsourcing
• Offshoring
• E-commerce
 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.