Cultural differences can impact cross-cultural communication. Culture is a complex system that shapes values, identities, and customs. There are differences in context, individualism versus collectivism, communication styles, and time orientation across cultures. Effective cross-cultural communication requires understanding these cultural dimensions and overcoming blocks like ethnocentrism. Skills like understanding body language, selecting appropriate gifts, and performing handshakes correctly can help improve cross-cultural interactions.

1. CROSS-CULTURE
COMMUNICATION

2. Understanding Culture
0 Culture is a group which shapes a person’s
values and identity . Cultural identities can stem
from the following differences : race, ethnicity,
gender, class, religion , country of origin, and
geographic origin.
0 It is complex system of values, traits,
morals, and customs shared by a society.
0 It is a system for creating, sending,
storing, and processing information.

3. Dimensions of Culture
0 Context
0 Individualism
0 Communication style
0 Time orientation

4. Context
0 High Context Culture:- Cultures that rely
heavily on non-verbal and subtle situational
cues in communication.
0 Low Context Culture:- Cultures that rely
heavily on words to convey meaning in
communication.

5. Low-Context Culture High-Context Culture
0 Individualism 0 Collectivist
0 Membership, group
0 Individual action teams
and personal 0 Group value, duties,
responsibility and decision
0 Resist
independence

6. Individualism
0 An attitude of independence and freedom
from control.
0 Members of many low-context cultures value
independence and freedom from control.
0 Tradition, ceremony, and social rules are more
important in high-context culture

7. Time Orientation
0 North American tend to correlate time with
productivity, efficiency.
0 In other cultures time may be perceived as an
unlimited resource.

8. Communication Style
0 Westerners value a direct, straightforward
communication style.
0 Westerners: sound of words
0 Asian: meaning of words

9. Cross Culture Communication
0 Intercultural Communication is the process of
sending and receiving messages between people
whose cultural background could lead them to
interpret verbal and non-verbal signs differently.

10. Four Fundamental Patterns of
Cultural Difference

11. CODES USED IN COMMUNICATION
0 Verbal Communication
• Words
• Voice
0 Non-Verbal Communication
• Gestures
• Postures
• Facial Expressions
• Eye Contact
• Vocal Characteristics
• Personal Appearance
• Touch

12. Non-Verbal Communication Differences

13. Why Cross Culture
Communication is important ?
0 Globalization:
Cross border movement of people, goods and
data brings more and more cultures into contact with one
another and increases the potential of cross culture
communication.
• Business Opportunities
• Job Opportunities
• Improves the contribution of employees in a diverse
workforce
• Sharing of views and ideas
• Talent improvisation
• An understanding of diverse market

14. Blocks to Cultural
Communication
1. Ethnocentrism : Inability to accept another
culture's world view; "my way is the best."
2. Discrimination : Differential treatment of an
individual due to minority status; actual and
perceived; e.g., "we just aren't equipped to serve
people like that."

15. 3. Stereotyping : Generalizing about a person while
ignoring presence of individual difference; e.g.,
"she's like that because she's Asian – all Asians are
nonverbal.
4. Cultural Blindness: Differences are ignored
and one proceeds as though differences did not
exist; e.g., "there's no need to worry about a
person's culture

16. 5. Cultural Imposition: Belief that everyone
should conform to the majority. e.g., "we know
what's best for you, if you don't like it you can go
elsewhere.“
6.Tone Difference : Formal tone change becomes
embarrassing and off-putting in some cultures.

17. Skills To Overcome Differences
1. Understanding Body Language.
United States of America
Americans tend to refrain from greetings that involve hugging
and other close physical contact.
When sitting, U.S. citizens often look very relaxed. They may
sometimes sit with the ankle of one leg on their knee .
Arab Countries
The left hand is considered unclean in the Arab countries.
When sitting, keep both feet on the ground.
The "thumbs up" sign is offensive throughout the Arab world.
South Korea
Bows are used for expressing appreciation, making apologies and
requests, as well as for greetings and farewells.
When the Japanese want to give the impression that they are in
deep thought, they will sometimes fold their arms.

18. 2. Selecting And Presenting Gifts.
Unwrapping gifts
Saudi Arabia - Gifts are opened in private.
USA - Gifts are opened in public.
Appreciated Gifts
Indonesia - Gifts, such as tokens memento of your
country or your company logo.
Turkey - Wine or liquor if you are sure your hosts
drink alcohol, Candy, pastries & Roses, Glassware,
such as a vase, goblet, or decanter make prized gifts.
Gifts to avoid
UAE - Alcohol / perfumes containing alcohol and pork
and pigskin products to be avoided

19. 3. Handshake
How do you do it?
0 The handshake should be firm.
0 While shaking hands establish eye contact and
always smile
0 The person who initiates the handshake is the
one who closes it.

20. Improving Cross Culture
Communication