Intercultural Communication: its Key Elements, Development and Hindrances
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Intercultural Communication: its Key Elements, Development and Hindrances
Communication is inevitable as people by nature are expected to communicate using all means possible. Communication may be defined as the transmission of meaning and information from one person to another ( & 1998). While the transmission itself may appear to be a simple task, the interpretation of the message being relayed through communication poses a challenge, particularly on the establishment of human relations. In general, communication becomes effective when both parties involved are honest and open to share information and have the ability to decipher the meaning of their messages. Effective communication must always be practiced as it is significant to individual beings as well as for the creation of positive relationships.
Intercultural communication theories seeks to understand how people from different countries and cultures behave, communicate and perceive the world around them. Working in a multinational corporation magnifies the significance and practice of intercultural communications. This paper discusses the key elements of communicating across cultures by using illustrative examples.
Intercultural Communication
One can never fully understand culture as it remains relative to any given population. Culture may be everything that a person think and do. It has behavioral, cognitive and affective aspects. Or it is “The values, norms and material goods characteristic of a given group” ( 1997, ). (1973) stated, “Cultural analysis is always incomplete… the more deeply it goes, the less complete it is” (). It becomes even more complicated when embark on studies on cross-cultural comparative analysis. It is an utterly futile and meaningless attempt to compare cultures in general. Meaningful comparison between cultures can be conducted only on similar standards of human conduct ( 1970).
Intercultural communication or cross-cultural communication focuses on the understanding of people, culture and society in general ( 2004). It is the core study on how people originating from different cultural backgrounds and orientations manage to communicate effectively. In business, particularly those that operates within international borders, the issue of intercultural communication necessitate every manager to see to it that communication is libertarian and constructive rather than oppressive and destructive. (2000) stipulated that “in intercultural business communication the business strategies, goals, objectives, and practices become an integral part of the communication process and help create a new environment out of the synergy of culture, communication, and business” (). The presence of these attributes makes way to an enhanced communication strategy that serves the overall business environment. However, (1999) argued that the knowledge in intercultural communication is a precondition for successful intercultural business communication, but by itself it is not enough. Therefore, there is a need for business enthusiasts and managers to identify the key elements, development and hindrances of intercultural communication to fully understand its real functions, potentialities, and overall applications.
Key Elements of Intercultural Communication
The concept of intercultural communication logically means two important key elements: culture and communication. In these two key elements, several attributes are associated.
Culture – As previously mentioned, culture is something that is relative. It reflects people’s thoughts and way of doing things. There has been numerous definition of culture yet it is still an argumentative area of inquiry today. On this case, there are three types of culture that every business person must know namely: the national culture, the general business culture, and the specific corporate culture ( 2000).
The national culture is very much distinct in every given country. As this is the main mechanism that dictates how people should act and behave on ways that are acceptable to the standards of the specified environment. At times, this is the main factors that identify a person from the rest of the crowd. The need to understand national culture allows business administrators to create appropriate communication strategies that are in accordance to the standards of general or national culture of the host country. In a multicultural setting, such as those of outsourced companies, the customs, beliefs and practices of the native country the company has set up its business contributes in the development of a corporate culture. As man mingles with different kinds of people, he/she tries different kinds of ways in living life, cultures has been evolving through time and changes brought by such circumstances. In dealing with these concepts, such ideas as orientalism and assimilation break through the theme. Emigrant managers should be familiar with the host culture ( 1993). Believing that the cultural incorporation will solve all of the cross-cultural problems, it is essential that the expatriate need not to be only technically proficient but to have an overly simplistic view of the cultural integration of the firm’s activities and existing culture on the host culture. According to and (1991), using an integrator can help. It will give an idea on how will a foreign culture will mix up with a host culture. Examples of integrators are managers and other individuals that are inhabitant to the host culture. Their presence will be used in communicating with people involve in some business circumstances. Before engaging in a business enterprise in an international environment, one must take into consideration some essential ingredients to make the business success. Economics, society, politics, geographic, and cultural aspects are very important matters to consider in coping up with the challenges that the business may face in the future. Through this, success in a business enterprise is assured.
The general business culture is another type of culture that affects the communication process. This could be rooted in the trends in a given area of business operation or industry. For example, the general business culture of Hong Kong allows integration of both Western and Eastern business traditions in the restaurant industry ( & 1995). In the said region, the restaurant industry maintains a general acceptance of the uniqueness of products and services offered by various brands and restaurant outlets. (2000) affirmed that business people must understand the impact of key organizational concepts such as hiring practices, promotion policies, decision making, competitive environment, financial regulations, business laws, and governmental requirements on the intercultural business communication process. These activities have general descriptions that go hand in hand with the acceptable requirements of general business culture. Business people then must also understand the relationship of business and culture in a particular environment. In a cross-cultural environment, the role of communication is to establish and understand how people from different cultures communicate with each other. Their aim is to produce some guidelines with which they can use to better communicate with each other. Using the idea of general business culture, cooperation among players of the industry is ensured.
Lastly, the specific corporate culture is the nearest when it comes to the business environment. Corporate culture is defined as the habits, behaviors and rules that a group of coworkers use to interact with one another ( 2002). It refers to both formal and written company policies which cover everything from the dress code to employee relationships as well as the informal behaviors that are accepted and tolerated by the organization. It is developed and established over time through the interactions between employers and employees and reflects the collective beliefs, values and expectations of an organization transferred from one generation of employees to the next ( 2002). Corporate culture is often associated with organizational culture. In particular, an organization’s shared history and stability can contribute to the internalization and institutionalization of specific attitudes in individuals ( & 1987). Organizational culture is the pattern of basic assumptions that are invented, discovered or developed to help cope with problems of external adaptation and internal integration within an organization ( 1990). The patterns of assumptions may incorporate values, norms, rules, myths, stories and rituals; must have worked well enough in the past to be considered valid; and must be taught to new members as the correct way to perceive, think and feel in relation to the external and internal problems encountered by the organization. In the intercultural business communication process, the participants also bring with them their own corporate cultures ( 2000). Out of all of these parts, the new transactional culture emerges. The result is a complex system of layers of culture, communication, and business. In the case of intercultural communication, corporate or organizational culture serve as the most relevant and nearest mechanism in controlling acceptable behaviors within the working environment in which the workers and all related individuals in the business organization are expected to comply. Organizational or corporate culture is the sole basis in developing communication strategies.
Communication – Communication will always play a fundamental function in all areas of human activity. According to , and (1996), “the more and better the communication, the greater the amount of information shared or extracted, and the greater the build-up of trust, the more likely is the possibility of creating the satisfaction” (). In a cross-cultural environment, the role of communication is to establish and understand how people from different cultures communicate with each other. Their aim is to produce some guidelines with which they can use to better communicate with each other. Communication within a group or inter-professional team goes beyond the concepts of effective speaking or listening, or what is commonly considered as linear communication ( 1993). It is an interactive model which deals with feedback and reciprocal exchanges. According to surveys focusing on areas of improvement among corporations, communication is usually ranked first as an important element within the organization ( 1993). Specifically, communication is recognized as an important aspect of an organization as it keeps employees well-informed and open to communication channels. Moreover, organizational communication enables the employees to comply with company standards, leading to efficiency and accuracy.
The process of communication can be done through a number of styles. However, regardless on whether the style applied is verbal or nonverbal, the communication process always involves a sender and a receiver. This process involves five steps: 1) idea struck the sender, 2) the sender then encodes the message, 3) the message is carried through a channel, 4) the receiver will have the message decoded, and 5) a feedback will be given by the receiver ( & 1998). People speak through face-to-face conversations, telephone, mail, and other vehicles of communication. Though, communication is not always verbally done. Communication is also present through signs, gestures, body movements, facial expressions, and codes (e.g. the Morse code or the sign language). This is called non-verbal communication. On this case, intercultural communication includes both type of communication – verbal and non-verbal. Thus, what is important is the clear manifestation and effective application of the communication process.
In addition, they must be aware of individual communication styles. After all, cultures do not communicate with each other; individuals do ( 1997). According to and (1995) “Chinese culture cannot talk to Japanese culture except through the discourse of individual Chinese and individual Japanese people” ( ). The focus on individuals also helps avoid the traditional tendency to talk about the “categorical Chinese, Japanese, or Arab audience” ( 1999, ). As a general rule according to (2000), Japanese culture is more group-oriented than is U.S. culture. Without any generalizations, meaningful intercultural business communication would become even more difficult than it is already. To concentrate only on the individual and approach every intercultural communication situation from ground zero would be exhausting and not very productive.
Development of Intercultural Communication
Developing or enhancing intercultural communication necessitates a good amount of planning and application among business owners and managers. There are guiding principles that can be used in dealing with cultural diversity and for better intercultural communication. First, create contact with other cultural groups. Initiation of contact usually lessens and sometimes brings down the cultural barrier. The best way is to have a friendly approach and never to be discouraged by some negative perceptions and biases on that particular group. This will be helpful in being objective of the attitudes and values that they may have that may be necessarily different from yours. Further, a multitude of culturally different people leads to a casualness of being with them and unconsciously, accepting the differences and cherishing it. On the contrary, confining one’s self to a cultural group decreases the likelihood of ever understanding and accepting cultural diversity. Second, opening up with other cultural groups entails a prior knowledge of their background. This is not necessarily an academic knowledge or an extensive one. Just an overview of other cultures and some facts may help in dealing with them. This can be done through reading and even watching movies from their country. This may also trigger a more friendly contact with other cultures especially upon mention of anything that is familiar with them. Finally, age-old stereotypes and biases must be eliminated and downplayed. Further, ethnocentrism tends to be showcased by some groups. While there are more progressive countries, there are no superior civilizations. Each evolved and developed within contexts and thus, their progress is relative and subjective.
Prior to the introduction of a business from a foreign location, managers must have a working knowledge of the culture in which they are operating. This generally calls for a sound cross-cultural training program for all managers destined for overseas assignments, and their families (, 1993). Initial planning and fact finding is also important. As information is power, the more information you can obtain about the other side, the better. This should begin well before any transaction commence and should involve learning about the organization, history, styles ad other related features of the other side. One should also identify all the potential issues to be discussed, prioritize the issues, establish a settlement range, and develop the strategies and tactics to be used during the course of action. If it is at all possible, one should assemble the team to conduct all preliminary discussions, individual assignments, and team organization to collect a satisfactory amount of information. Managers are responsible with this process because in the international business culture, managers “have many interests and reference points in common, and thus they converse easily among themselves” ( 1999, ). For example, a Mexican employee of Procter & Gamble may have completely accepted a corporate culture of timeliness and punctuality that, at least in the work setting, is replacing the traditional polychronic time orientation of Mexican culture ( 2000, ). Another instance, in the employee diversity in multinational corporations (MNCs), the knowledge of each other’s culture will lead to communal understanding and harmonious relationship bounded on respect and acceptance of individual and cultural differences (Adair 1997). Thus, it will lead to unified workforce that is directly oriented towards the growth and success of the business. Cross-cultural communication plays a vital role in any business world. The awareness and knowledge that they hold will provide needed information that could lessen up the problem of cultural resistance and differences. By doing it so, problems in communication could be minimized if not alleviated.
Hindrances in Intercultural Communication
As people exchange ideas, a lot of barriers may affect their communication process. Among the common and observable barriers of communication are ineffective listening skills, inconsistent verbal or nonverbal messages, resistance to change, individual bias, time limitations, distractions, personal assumptions as well as differences in race, culture, age, and religion. The issue is not so much the generalization about a culture but the reluctance to change one’s view as new evidence appears ( & 1995). Since personal individuality is definite, it is expected that there will always be hindrances in intercultural communication. Regardless of such identified barriers in the communication process, communication still plays a great role in good group performance ( 2001; & 2000) especially to the operational functions present in the organization that operates worldwide. Thus, there is a mandatory need to improve the policies and frameworks in intercultural or cross-cultural communication.
In conclusion, the current business environment is a product of amalgamation of various factors contributed by business organizations themselves, its people, and emerging trends in the global business setting that affect operations and overall business conditions. With the forces of globalization and internationalization of industries, the communication process within business organizations is expected to level up or in some ways varies to support the demands of all areas and stakeholders concerned. The diversity in the workplace makes the communication even more wide-ranging and dynamic than expected. Considering the role of communication in business performance, it could be said that managing communication particularly in multicultural business setting is a basic necessity for business survival and maximum performance.
References
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