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CHAPTER 3
LOCAL AND GLOBAL COMMUNICATION IN

MULTICULTURAL SETTINGS
What is multicultural setting?

Multicultural setting refers to the practice of giving equal attention to different cultures
in a particular setting. It incorporates and acknowledges human diversity.
What is multicultural communication?

The multicultural communication focuses on the dynamics of communication across
cultures.
A. Difference between local communication and global communication

Local communication is being able to communicate with the members of your local
area.
Global communication is a function of system integration or interaction between
individuals away from each other in time or space or both.
According to Gamble and Gamble, communication style among cultures differs; it may be high-
context or low-context communication.
High-context communication is a tradition-linked communication system which adheres
strongly to being indirect.
Low-context communication is a system that works on straightforward communication.
PRINCIPLE OF COOPERATIVE CONVERSATION
Paul Grice, an English language philosopher formulated the principle of cooperation that
underlies conversation, as follows:
1. MAXIM OF RELATION - every interlocutor should be relevant in a conversation,

requiring them to respond based on cultural and contextual requirements.
2. MAXIM OF QUANTITY - every interlocutor should observe a “fair-share-talk of
time.”
3. MAXIM OF QUALITY - the truth value of a message should be held primary in a
conversation.
4. MAXIM OF MANNER - the manner of saying a word is more regarded than its
content.
C. COMMUNICATING IN A MULTI-CULTURAL SETTING
Culture Defined
Culture can be considered as the system of knowledge, beliefs,
values, customs, attitudes, and utilitarian objects that are acquired, shared
and used by a specific portion of a population.
Manifestation of Culture
The differences in cultures of people are manifested in various ways as
follows:
• Symbols – words, gestures, clothes, acts or objects that carry a particular
meaning
• Heroes – are past or present, real or fictitious persons who are respected
and admired in a culture
• Rituals – are collection of activities such as religious and social ceremonies
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• Values – consist of culture’s preference between right and wrong, good
and bad, likes and dislikes. They are interconnected with what is moral or
ethical standards of a culture.
Strategies of Interaction within a Culture

• Accommodation – denotes acquired modifications in the behavior which
help individuals to adjust to their new environment
• Acculturation – a process through which a person or group from one
culture comes to adopt the practices and values of another culture while still
retaining their own distinct culture
• Assimilation – the process whereby individuals or groups of different
ethnic heritage adopt the cultural norms of a dominant or host culture over
their original culture.
• Integration – the process occurs when individuals are able to adopt the
cultural norms of the dominant or host culture while maintaining their
culture of origin.
• Separation – occurs when individuals reject the dominant or host-culture
in favor of preserving their culture of origin,
• Marginalization – occurs when individuals reject both their culture of
origin and the dominant host-culture where cultural exclusion is promoted.
DEFINITION OF INTERCULTURAL COMMUNICATION

Intercultural communication refers to the communication between people
from two different cultures. (Chen & Starosta, 1998)
Variations Of Intercultural Communication
a) Interracial communication is the interaction among people of different
nationalities.
b) Inter-ethnic communication is the interaction among people who have
different ethnic groups
c) International communication is the interaction between persons
representing different political structures.
d) Intra-cultural communication is the interaction that includes all forms of
communication among members of the same racial, ethnic, and
subculture groups
Nonverbal Forms in Intercultural Communication

Each provides an area where people doing business in other parts of the
world should understand the nonverbal communication differences between
cultures and how to prepare for them.
• Eye Contact
• Touch
• Gestures
• Physical Distance
• Facial Expressions
• Appearance
• Posture
• Paralanguage
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THE ABC’S OF INTERCULTURAL COMMUNICATION
• Lewis (2008) provided the following ABC’s of intercultural communication.

A ACKNOWLEDGE Differences in communication style should be acknowledged.
Every person in a group has a particular communication style
which gives her/his own identity in communicating. Anticipating
awareness on differences will increase awareness of
uniqueness.
B BI-LEVEL Communication does not only uphold speaking and listening but
also requires a holistic process that includes verbal and
nonverbal channels. Non-verbal communication is critical in the
communication process due to its cultural nuances. It may vary
from one culture to another.
C CLARIFY If you are doubtful of your understanding about what is being
communicated, ask for clarification. Devote a little extra time to
verify understanding so that you can save time and avoid
frustration.
Effective behavioral and cognitive competencies:

a. Self-awareness – involves being aware of different aspects of the self
including traits, behaviors, and feelings.
b. Appropriateness is the extent to which an utterance is perceived as
` suitable for a particular purpose and a particular audience in a particular
social context.
c. Self-confidence is an attitude about your skills and abilities.
d. Effectiveness is the capability of producing a desired result or the ability
to produce desired output.
e. Motivation for success. Motivation builds determination to achieve
something, and when you succeed, you feel happy with your results.
f. Changing perspective. Shifting your perspective can allow you to focus on
the good, elevate your mood and bring you to new creative solutions.
g. Empathy is the ability to understand and share the feelings of another.
h. Open-mindedness is the willingness to search actively for evidence
against one's favored beliefs, plans, or goals, and to weigh such evidence
fairly when it is available.
i. Communication ability
j. Tolerance is willingness to accept behavior and beliefs that are different
from your own, although you might not agree with or approve of them
k. Sensitivity is the awareness of the needs and emotions of others
l. Flexibility is willingness to change or compromise.
Cultural Barriers to Communication
a) Language
Language is considered as the most crucial barrier in cross- cultural
communication. The language barrier occurs not only because of differences in
language but also in the forms of a variety of dialects.
b) Stereotypes and Prejudices
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Stereotyping is the process of creating a picture of a whole culture,
overgeneralizing all people belonging to the same culture as having similar
characteristics and categorizing people accordingly.
c) Behavior and Beliefs
Culture also sets specific norms which dictate behavior. It explains what is
right and wrong. Every action is influenced by culture like ambitions, careers,
interests, values, etc. Beliefs are also another cause for cultural barrier.
d) Emotional display
Appropriate amount of emotion that must be displayed is also
different in different cultures. Roles are defined by culture. Good
communication only occurs between people with different cultures if
both accept their differences with open mind.
AMBIGUOUS EXPRESSIONS
Idioms and figurative clichés - This form of language uses words and expressions with a
meaning that is different from the literal interpretation. beat the clock — to do something
before the deadline do the dirty work—to do the disagreeable, illegal, dishonest things
labor of love — a work that brings you great pleasure go with the flow — to do
what people do and accept things as they are bend the law or bend the rules
— to cheat a little bit without breaking the law
Slang - It is a shortcut or highly colloquial word that suggests excessive informality and
lack of appreciation in the workplace setting gonna — going to wanna — want to
Cover your ass. — Protect yourself from possible criticism. What you see is what you get. —
There is nothing hidden. Okay — all right
Acronym - It is formed from the initial letters of other words and pronounced as a word.
LAM — leave a message
IMO — in my opinion
AKA — also known as
AWOL — absent without leave
ASAP — as soon as possible
Abbreviation - It is a short form of a lengthy expression.
Acct – account recd – received w/o – without fwd. – forward ad – advertisement
Jargon - It is a type of language that is used in an occupation. Often, words are meaningless
outside a certain context. bang for the buck — a business jargon for getting the most for your
money helicopter view — an overview of a job or a project desk job — a job that is typically
confined to duties from a desk end-user perspective — what the customer thinks about a
product or service cubicle farm — a section of the office that contains worker’s cubicles

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CHAPTER 3

LOCAL AND GLOBAL COMMUNICATION IN

What is multicultural setting?

What is multicultural communication?

A. Difference between local communication and global communication

PRINCIPLE OF COOPERATIVE CONVERSATION

1. MAXIM OF RELATION - every interlocutor should be relevant in a conversation,

C. COMMUNICATING IN A MULTI-CULTURAL SETTING

Strategies of Interaction within a Culture

DEFINITION OF INTERCULTURAL COMMUNICATION

Nonverbal Forms in Intercultural Communication

• Lewis (2008) provided the following ABC’s of intercultural communication.

Effective behavioral and cognitive competencies:

Cultural Barriers to Communication

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