1. BUSINESS COMMUNICATION
LECTURE 4
COMMUNICATING IN WORLD OF
DIVERSITY

2. Understanding How Culture
Affects Communication
EVERY COUNTRY HAS A ‘UNIQUE
CULTURE’ OR ‘COMMON HERITAGE’,
JOINT EXPERIENCE, AND SHARED
LEARNING THAT PRODUCE ITS
CULTURE.

3. A. Comparing Key Culture Values
 Focus on four dimensions to help
you better understand some of the
values that shape your actions and
judgements of other.
 These Four Dimension are :
Individualism
Formality
Communication Style
Time Orientation

4. I. Individualism
 While North Americans Value individualism
and personal responsibility, other cultures
emphasize group and team-oriented values.
II. Formality
 While North Americans Value informality and
directness, othter cultures may values and
indirectness
III. Communication Style
 North Americans tend to be direct and to
understand word literally.

5. I. Time Orientation
 North Americans correlate time
with productivity, effieciency
and money.
B. Controlling Ethnocentrism &
Stereotyping
I. Ethnocentrism
 The belief in the superiority of
one’s own culture is known as
Ethnocentrism.

6. This natural attitude is found in
all cultures.
 Ethnocentrism causes us to
judge other by our own values.
I. Stereotypes
 Is an oversimplified behavioral
pattern applied to entire groups.
 A generaliazation that is based on
limited understanding of few
characteristics.

7.  For Examples :
 The Swiss are hardworking ,
efficient and neat. German are
formal,reserved and blunt.
Americans are loud, friendly and
impatient.Canadians are polite,
trusting and tolerant. Asian are
graciuos, humble and
instructable.
II. Tolerance
 Developing intercultural tolerance
means practicing empathy, being
nonjudgemental, and being patient.

8. One of the best way to develop
tolerance is by practicing
empathy. This means trying to
see the world through another
eyes. It means being
nonjudgement, recognizing thing
as they are rather than as they ‘
should be’.

9. METHODS FOR IMPROVING CROSS-
CULTURE COMMUNICATION.
A. Tips for Minimizing Oral
Communication Among Cross-Cultural
Audiences.
 Use Simple English
Speak Slowly and enuciate clearly
 Encourage accurate feedback
Check frequently for comprehension
Observe eye messages
Accept Blame
Listen without interrupting

10. Remember to smile
Follow up in writting
B. TIPS FOR MINIMIZING WRITTEN
MISCOMMUNICATION AMONG CROSS-
CULTURAL AUDIENCES.
 Adopt local styles
 Consider hiring a translator
 Use short sentences and short
paragraphs
 Avoid ambiguous wording
 Cite Numbers carefully