VIETNAM NATIONAL UNIVERSITY

UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES

Faculty of English Language Teacher Education

School of English 2

ENGLISH FOR ACADEMIC PURPOSES 3B

Formal Presentation

Topic: The importance of cultural awareness

in international communication

Lecturer: Prof. Pham Thi Dieu Anh

Module Code and Title: BK-ENG4026-01

Group: 07

Student: Ngo Phuong Linh – 21010143

Le Tung Chi - 21010042

Hanoi – 2024
 TABLE OF CONTENTS
I. OUTLINE ......................................................................................................... 1
A. VERSION 1 ................................................................................................. 1
B. VERSION 2 .................................................................................................. 4
II. REPORT ....................................................................................................... 11
III. REFLECTION............................................................................................ 12
A. Student 1: Ngo Phuong Linh...................................................................... 12
B. Student 2: Le Tung Chi .............................................................................. 12
IV. TAKING NOTES OF AUDIO – VISUAL INFORMATION SOURCES
............................................................................................................................. 14
A. Ngo Phuong Linh’s note: ........................................................................... 14
B. Le Tung Chi’s note:.................................................................................... 17
V. REFERENCES ............................................................................................. 20
A. Journal, article, websites references: ......................................................... 20
B. Audio – visual references: .......................................................................... 20
I. OUTLINE
A. VERSION 1
TOPIC: The importance of cultural awareness in international communication
between American and Japan
I. Introduction
1. Reason
By focusing on the importance of cultural awareness in the communication between
Japan and the US, one can delve into the practical implications of cultural differences
in various sectors. The topic encourages a nuanced exploration of cross-cultural
challenges and the development of strategies to foster effective communication and
collaboration in an international context.
2. Benefits of cultural awareness:
- Raising people's awareness of how culture influences and impacts our daily lives
- Self-awareness, despite having little knowledge of other cultures, can be a great asset
when working with other cultures.
- Cultural awareness also implies respect for other cultures and the recognition that not
everyone in the world behaves identically to our own.
3. Outline
- Communication styles in daily life
- Methods of communication
- Communication in business
- Communication in working
II. Body
1. Communication styles in daily life
- Japan: Japanese prefer internal evaluation which tends to be indirect, focusing on non-
verbal cues, politeness, and contextual information (Yuzuru, 2009).
- US: American communication (external evaluation) is generally more direct and
explicit, emphasizing clarity and individual expression (Yuzuru, 2009).
2. Methods of communication
According to Kenji (1980):
- Japan:

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 • people sometimes prefer to choose neither yes and no, which is not admissible
in English;
• Japanese talked less than Americans => better·to use few words, can
communicate with each other in silence
- US:
• always like to ask yes or no
• prefer more spontaneous forms of communication
• expose their inner reactions more frequently
3. Communication in business
Product quality standards:
- Japan: Focus on understanding the product thoroughly, thus requiring less help from
customer support (Scott, 2020).
- US: Pay little attention to how to use it, and rely on customer support to solve the
problem (Scott, 2020).
4. Communication in working
Both countries prefer a consulting style that reflects in the implementation of a
system of goals and results
- Japan: Japanese people accept short-term losses to pursue long-term goals, promoting
high sociability in cooperation (Scott, 2020).
- US: Americans prioritize short-term benefits over long-term benefits and follow
individualism in cooperation (Scott, 2020).
III. Conclusion:
Understanding each other's cultures is essential for productive communication
between the US and Japan because it fosters trust, increases cooperation, and closes
cultural gaps. In a world growing more interconnected by the day, it fosters empathy,
inclusivity, and respect for one another. For relationships to be constructive, cultural
sensitivity must be prioritized.
IV. References:
14FENGPING,Gao-Japanese Culture and Japanese Language A Comparative Study
on Communication Between Japanese and Non-Japanese KJ00004183468. (n.d.).

2
Jenkins, S. (n.d.). Scholar Commons Scholar Commons Understanding the Impact of
Cross-Cultural Communication Understanding the Impact of Cross-Cultural
Communication Between American and Japanese Businesses Between American
and Japanese Businesses. https://scholarcommons.sc.edu/senior_theses

Kitao, K. (n.d.). DIFFICULTY OF INTERCULTURAL COMMUNICATION-Between

American and Japanese.

Takigawa, Y. (n.d.). Misunderstandings in Intercultural Communication: Different

Strategies in Making the Point in a Story Between Japanese and Americans.

3
 B. VERSION 2
TOPIC: The importance of cultural awareness in international communication
I. Introduction (Linh)
1. Reason
By focusing on the importance of cultural awareness in international
communication, one can delve into the practical implications of cultural differences in
various sectors. The topic encourages a nuanced exploration of cross-cultural
challenges and the development of strategies to foster effective communication and
collaboration in an international context.
2. Definition of “Cultural awareness” and “International Communication”
- Cultural awareness: the understanding of cultural norms, values, and behaviors
- International Communication: “beyond the borders communication”. It is a branch
of communication studies, concerned with the scope of the government-to-government,
business-to-business, and people-to-people interaction at global level
3. Benefits of cultural awareness
- Raising people's awareness of how culture influences and impacts our daily lives
- Having an understanding of one's own culture, although limited, can be a valuable
asset when dealing with a foreign culture.
- Cultural awareness also implies respect for other cultures and the recognition that not
everyone in the world behaves identically to our own.
4. Outline
- Understanding cultural differences
- Challenges in international communication
- Importance of intercultural communication
- Strategies for developing cultural awareness
II. Body
1. Understanding cultural differences (Linh)
Individualism vs Collectivism
Arif (2021):
- Individualism: emphasizes self-reliance, equality, and autonomy.

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- Collectivism: Identification occurs primarily through group or family names, and
people value group harmony and effort.
=> In terms of communication styles individualistic societies will emphasize low-
context communication whereas collectivistic societies will focus on more high-context
communication.
High-context vs low-context:
Marheni & Trisha (2017):
- High-context communication (HCC): is communication that involves physical
contact, emphasizing interpersonal relationships, meaning internalized, more emphasis
on non- verbal messages, the physical setting and social setting, and great attention to
cultural values that exist.
- HCC is a communication style that uses verbal and non-verbal behaviors to convey
meanings embedded in sociocultural contexts. It is intuitive and contemplative,
preserving relationships and maintaining harmony by allowing individuals to solve
messages correctly.
- Low context cultures tend to be logical, analytical, and action-oriented, more decisive
and to the point, and prefer direct verbal communication style over indirect style.
- Low-context cultures are more geared towards freedom of speech and personal rights,
with self-expression and verbosity highly prized. Low-context communicators are
usually not very skilled in the use of non-verbal messages.
2. Challenges in international communication (Linh)
a) Language barrier: pose significant obstacles, necessitating strategies for effective
translation and interpretation
Anyada & Nomnian (2020): Speakers have difficulty communicating across
cultures when translating from one language to another, as they are unaware of the
intrinsic meaning of words and signs, as well as misuse language genres without
changing the original meaning.
b) Stereotyping and cultural biases: hinder genuine understanding and empathy
Anyada & Nomnian (2020): Speakers who are influenced by negative attitudes,
prejudices, and stereotypes may freeze their perceptions because of the psychological

5
effects of judging others based on race, gender, religion, physique, or skin color at the
onset of a conversation, which can be misleading, inappropriate, or discriminatory.
For example, according to Heinzman (2023): There is often prejudice and a
perception that contract employees from developing countries such as Pakistan, India,
and Bangladesh are low-skilled professionals which leads to communication gaps with
superiors, which leads to a challenging work environment.
c) Misinterpretation of gestures and expressions: can lead to misunderstandings and
miscommunication
Anyada & Nomnian (2020):
- Having difficulty recognizing the cultural background or nonverbal cues of others that
can significantly impede effective communication.
- Although intercultural communication can cause misunderstandings, dialect nuances
can still cause differences even in the language both people speak.
d) The violation of cultural norms
Anyada & Nomnian (2020):
- When intercultural communication breaks down due to anxiety over speaker
differences and assumptions of similarity, ethnocentrism can result, as well as
negativity towards one another.
- It is therefore possible to limit one's ability to acquire knowledge and appreciation of
the values of other cultures by applying the standards of one's own culture to others.
3. Importance of intercultural communication (Chi)
a) Improved communication effectiveness
Cultural awareness enables individuals to recognize these variations and adapt their
communication styles accordingly.
=> Understanding the importance of indirect communication in some cultures, for
example, can prevent misunderstandings from arising from overly direct language.
Minimizing Misunderstandings: Understanding cultural differences helps
individuals interpret messages accurately, reducing the risk of misinterpretation or
miscommunication.
The video "Intercultural Communication" by Academic Skills, The University
of Melbourne (2021):

6
- Prevents problems in social interaction, assignments, and workplace
(Bản nói: Overcomes fear of not knowing the culture or language via interacting with
others which can prevents problems in social interaction, assignments, and workplace)
- Feedback of others (valued and safe => through effective intercultural communication
can build healthier relationships among peers and friends)
b) Enhanced business opportunities: cross-cultural communication is an effective
marketing tool.
Elena (2023):
- Cultural values can help companies better understand their customers' needs, improve
dialogue between businesses and multicultural consumers, expand their commercial
horizons and expand markets, and enhance their competitive edge.
- An example of ethnic multicultural advertising
The Coca-Cola company's 'Share a Coke' campaign, which personalized Coca-Cola
bottles with popular names and terms in many different languages, was culturally
sensitive, inclusive and authentic, and resulted in great economic results such as the 7%
increase of young-adults’ Coke consumption and a 3% rise in overall sales.
According to Shaykhian, et al. (2016):
- American multinational organizations in MENA may face business losses due to lack
of culturally competent leaders, potentially affecting organizational performance.
⇒ Understanding cultural differences is crucial for leaders to effectively prepare
employees for organizational missions, leading to substantial results.
c) Cultural Sensitivity in Diplomacy and International Relations
When dealing with diplomatic and international relations, cultural factors must be
considered to successfully navigate complex geopolitical contexts and to form
constructive relationships between nations. The negotiation of agreements, the
resolution of disputes, and the promotion of mutual understanding and cooperation are
all facilitated by diplomats and leaders who demonstrate cultural sensitivity.
Stephen (2015):
Studies on cultural background knowledge may assist diplomats in making more
informed judgments regarding why communication may be difficult due to differences
in common background knowledge in specific diplomatic contexts; accordingly,

7
consequential theme words may assist diplomats in determining the impact of their
decisions on their counterparts' international relations.
4. Strategies for developing cultural awareness (Chi)
Anyada & Nomnian (2020): In communication strategies, meaning is negotiated
between speakers, focused on cognitive, emotional, and behavioral skills, linked to
challenges of intercultural communication.
- Cognitive intelligence includes interpretive schemes, multiple viewpoints,
acculturation, innovation, and cultural awareness.
- Emotional intelligence involves mindfulness, sensitivity, positivity, empathy, and
comfort in ambiguous situations.
- Behavioral skills encompass language proficiency, observation, flexibility,
adaptability, active learning, cooperation, and effective management in challenging
situations.
The video "Intercultural Communication" by Academic Skills, The University of
Melbourne (2021) and The video “Cultural Diversity Tips for communicating with
cultural awareness” by QIBA (2014) emphasizes the main points to improve
intercultural communication skills:
- Be self-aware of your own assumptions and beliefs.
- Conduct research and accumulate knowledge about different cultures and beliefs.
- Foster a humble mindset and be open to intercultural communication.
- Build trust, show interest, and create a culturally inclusive environment.
- Practice active listening, respect, and use non-verbal cues to demonstrate engagement.
- Avoid making assumptions and treat individuals fairly, respecting their values and
beliefs.
- Be patient in communication, recognizing that communication styles and responses
may vary based on cultural norms.
III. Conclusion: (Chi)
Understanding cultural differences is a necessary component for fostering trust,
increasing cooperation, and closing cultural gaps, which are all essential for productive
communication. This phenomenon enhances empathy, inclusion, and respect for one
another in an increasingly interconnected world. As a prerequisite for constructive

8
relationships, cultural sensitivity must be taken into consideration. Cultural sensitivity
is key to understanding and respecting differences. It allows us to recognize and value
the diverse perspectives and backgrounds that shape our interactions. This
understanding also helps us to build bridges between cultures and ultimately foster
global unity.
IV. References:
Arif, M. A. (2021, March 27). Cellulase (Enzyme)Influence on Knitted Fabric Strength
and Fastness properties. ResearchGate.
https://www.researchgate.net/publication/350431544_Cellulase_EnzymeInfluenc
e_on_Knitted_Fabric_Strength_and_Fastness_properties

Eka Saputri, M., & Gilang Saraswati, T. (2018). HIGH-LOW CONTEXT

COMMUNICATION IN BUSINESS COMMUNICATION OF INDONESIAN.

Elena, M. (2023). Cross-cultural communication in business: the impact of cross-

cultural communication from a marketing and advertising perspective.
International Journal of Business & Management Studies. DOI:
10.56734/ijbms.v4n5a1

Heinzman, R. (2023). Cultural Awareness in Communication.

https://www.researchgate.net/publication/372957080

Jhaiyanuntana, A., & Nomnian, S. (2020). Intercultural Communication Challenges

and Strategies for the Thai Undergraduate Hotel Interns.

Shaykhian, G. A., Ziade, J., & Omar, K. (2016). How cultural understanding influences
business success in Middle East and North Africa (MENA).

A. S. T. U. O. M. (2021, March 10). Intercultural Communication. YouTube.

https://www.youtube.com/watch?v=9mTEjj7U4MA

9
Q. (2014, January 22). Cultural Diversity Tips for communicating with cultural
awareness. YouTube. https://www.youtube.com/watch?v=PqP_npvsN2c

10
II. REPORT
GROUP 7’S REPORT

Ngo Phuong Linh – 21010143

Group members’ names
Le Tung Chi - 21010042
The importance of cultural awareness in
Topic of the presentation
international communication
Date of the presentation 03/05/2024
Ngo Phuong Linh - Edit contents, comment
Assignment of work among on powerpoint content and presentation.
group members Le Tung Chi - Edit contents, design
powerpoint and presentation.
It is necessary to learn the important elements
of cultural awareness in international
communication. The presentation aims to
understand the differences in cultural
Feedback for outline
awareness in international communication.
presentation
➔ Should arrange the content appropriately
with the proposed topic and pay attention to
integrating information from the audios into
the presentation content.
- Revised: The content has a more logical
order, elaborate and clear on the topic.
Group presentation in front of - Presentation:
the whole class + Ngo Phuong Linh (Introduction + Body: 1,2)
+ Le Tung Chi (Body: 3,4 + Conclusion)
- Average of all marks given by peers:

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III. REFLECTION
A. Student 1: Ngo Phuong Linh
1. What do you think you and your group have done well in this assignment?
In this assignment, our group has done well in conducting thorough research and
gathering relevant information. We have also effectively collaborated and
communicated with each other, ensuring that different perspectives were considered
and integrated into our work.
2. What do you think you and your group haven’t done very well in this
assignment?
We encountered some challenges in coordinating our schedules and allocating
sufficient time to complete certain tasks.
3. What have you personally gained/learnt with this assignment?
Personally, through this assignment, I have gained a deeper understanding of the
topic and developed stronger research and analytical skills. I have also learned the
importance of effective teamwork and communication in achieving collective goals.
4. What is your plan for future learning, regarding listening and speaking skills?
In the future, I aim to enhance my listening and speaking skills by engaging more
actively in conversations, practicing regularly, and seizing every opportunity to
improve my communication abilities.
B. Student 2: Le Tung Chi
1. What do you think you and your group have done well in this assignment?
Our group made a concerted effort to incorporate more comprehensive and
insightful content into the presentation, addressing the feedback provided by the
teacher.
2. What do you think you and your group haven’t done very well in this
assignment?
The outline for our project is quite lengthy, so I don't feel like I've presented enough
ideas on PowerPoint. It was necessary to omit some necessary details when putting
content into slides.
3. What have you personally gained/learnt with this assignment?

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 Through this assignment, I gained valuable insights into delivering engaging
presentations and the importance of practicing at home to refine both my speaking skills
and pronunciation, ultimately enhancing my ability to captivate the audience's attention.
4. What is your plan for future learning, regarding listening and speaking skills?
For future learning, I plan to focus on improving my listening and note-taking
abilities by actively participating in discussions, organizing speaking points effectively,
and avoiding interruptions. Additionally, I aim to engage in more listening exercises to
further strengthen my skills in this area.

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IV. TAKING NOTES OF AUDIO – VISUAL INFORMATION SOURCES
Title: Intercultural Communication
Source: https://www.youtube.com/watch?v=9mTEjj7U4MA
AUDIO 1 Date of retrieval: 10/03/2021
Duration: 6:23
Title: Cultural Diversity Tips for communicating with cultural
awareness
AUDIO 2 Source: https://www.youtube.com/watch?v=PqP_npvsN2c
Date of retrieval: 22/01/2014
Duration: 5:01

A. Ngo Phuong Linh’s note:

1. Audio 1
Times of listening: 2

14
2. Audio 2
Times of listening: 2

15
16
B. Le Tung Chi’s note:
1. Audio 1
Times of listening: 3

17
18
2. Audio 2
Times of listening: 2

19
V. REFERENCES
A. Journal, article, websites references:
Arif, M. A. (2021, March 27). Cellulase (Enzyme)Influence on Knitted Fabric Strength
and Fastness properties. ResearchGate.
https://www.researchgate.net/publication/350431544_Cellulase_EnzymeInfluenc
e_on_Knitted_Fabric_Strength_and_Fastness_properties

Eka Saputri, M., & Gilang Saraswati, T. (2018). HIGH-LOW CONTEXT

COMMUNICATION IN BUSINESS COMMUNICATION OF INDONESIAN.

Elena, M. (2023). Cross-cultural communication in business: the impact of cross-

cultural communication from a marketing and advertising perspective.
International Journal of Business & Management Studies. DOI:
10.56734/ijbms.v4n5a1

Heinzman, R. (2023). Cultural Awareness in Communication.

https://www.researchgate.net/publication/372957080

Jhaiyanuntana, A., & Nomnian, S. (2020). Intercultural Communication Challenges

and Strategies for the Thai Undergraduate Hotel Interns.

Shaykhian, G. A., Ziade, J., & Omar, K. (2016). How cultural understanding influences
business success in Middle East and North Africa (MENA).

B. Audio – visual references:

A. S. T. U. O. M. (2021, March 10). Intercultural Communication. YouTube.
https://www.youtube.com/watch?v=9mTEjj7U4MA

Q. (2014, January 22). Cultural Diversity Tips for communicating with cultural
awareness. YouTube. https://www.youtube.com/watch?v=PqP_npvsN2c

20