Culture only exists by comparison. In other words, culture can be only used meaningfully by comparison. Hofstede scored each country using a scale from 0 to 100.

Course Manual

Professional intercultural communication

Tatiana A. Gavrilenko

Andrei N. Kuznetsov

Contents

The notion of professional intercultural communication .

What is culture…………………………………….………......

The Iceberg model ………………………………………….

Culture shock ………………………………..…..………....

Stereotypes………………………………….…….……..

Culture gaps………………………………………….………...

Levels of Intercultural Advancement ……………………….

Third culture ……………………………………………….

Cultural dimensions by Geert Hofstede …………

Strategy for professional intercultural communication ..

Task 1

Watch the short video http://www.youtube.com/watch?v=QlifMpIwPus and discuss the importance of intercultural education in the modern world.

Task 2

Study the following defenitions and answer the questions.

Intercultural communication takes place when people from different cultural backgrounds interact.

How is intercultural communication different from usual communication?

Professional communication is communication within a workplace context.

How is it different from usual communication (in terms of aims, contents, skills and form)?

Intercultural communication is an integral aspect of almost any professional activity nowadays. The reasons are obvious: globalization, integration of economies, increase of international organizations, etc. As a result we are to study professional intercultural communication which can be defined as communication within a workplace context when participants belong to different cultural backgrounds.

Task 3

What can you see in the picture below?

Why have the problems in communication occurred?

Which culture might each person belong to?

How can such situations affect business?

What is culture? ________________________

Task 1

Study the following definitions of Culture given by outstanding experts in intercultural communication

1. Edward T. Hall (1914 –2009, an American anthropologist and cross-cultural researcher) Any culture is primarily a system for creating, sending, storing and processing information. Communication underlies everything

2. Fons Trompenaars` (born 1953, Dutch expert in intercultural communication and management): culture is the way in which a group of people solves problems

3. Geert Hofstede (born 1928, an influential Dutch researcher in the fields of culture, sociology and management) Culture is the collective programming of the mind distinguishing the members of one group or category of people from others

Task 2

Comment on the definitions.

What emphasis does each scientist make when talking about culture?

Do you find these approaches to understanding culture new or unexpected?

The Iceberg model ____________________

In an attempt to explain culture more clearly it is useful to depict it as an iceberg. Elements of culture (such as artifacts, values, attitudes, traditions, etc) are placed either above or below the waterline depending on its being obvious and visible to us.

Task 1

Think about cultural elements and decide where to put them (above or below the waterline) :

literature and music

values

forms of greeting

notion of modesty

gestureswork ethic

style of dress

importance of time

holidays

thought patterns

gender roles

prejudice

concept of humour

Culture shock__________________________

Culture shock is the process of initial adjustment to an unfamiliar culture. It is a more or less sudden immersion into a nonspecific state of uncertainty where the individual is not sure what is expected of him/her, nor of what to expect from other people. It can occur in any situation where an individual is forced to adjust to an unfamiliar social system where previous learning no longer applies. This need not necessarily be a new country. It could be a new university, city, organization or family.

Task 1

Why do you think some researchers doubt the possibility of attaining the last stage?

Task 2

Think of your social experience and try to draw out any culture shock incidents (possibly involving people not only from other countries, but also from different professions, families, age or gender groups). Have you gone through the stages described above?

Task 3

Study the following “Country Profiles”. Try to guess a country. Will a Russian person experience culture shock while interacting with representatives of these cultures?

Culture profile 1.

They are used to being crowded and working in close proximity to each other. Be prepared to “rub shoulders”. They may touch your arm or shoulder or perhaps hug you if they are feeling friendly. After some months’ acquaintance, they may kiss you on both cheeks when greeting you or departing. They do not arrive for appointments on time. Punctuality means they are 30 minutes late. Communication style is eloquent, wordy, demonstrative and apparently emotional. They are exuberant, loquacious talkers. They are also quick thinkers who can figure out what you are going to say long before you have finished saying it. So they often jump with their response while you are still talking.

Culture profile 2.

Developing rapport is a critical part of the overall negotiating process in this country. Get to know your counterparts before starting to discuss business. First you make a friend, then you make a deal. They regard open display of anger or impatience as infantile, and lose respect for people, who cannot retain a calm exterior under stress. They are rather reserved and informal, extremely punctual and abhor wasting anyone’s time. They are courteous and considerate interlocutors. The senior man must be shown great respect and attention at all times, even though he takes little part; the deputy or vice chairman is often the decision maker. When discussing major issues they rely much more on face-to-face meetings than on written communication or phone calls.

Task 4

Read the story and speculate on the questions.

Stereotypes

Task 1

Look at the pictures. Do you agree with the message they convey?

Task 2

What stereotypes about Russians do you know? Are they fair?

What advice would you give to a person visiting your country for the first time?

Task 3

Can stereotypes be helpful? Give examples

Read the text below and answer the question again.

Stereotypes are traits or characteristics generally attributed to all members of specific groups. Stereotyping is making erroneous judgments. However, beware and do not reject the possibility that two or many people can have something similar in their behavior, emotion, and attitudes. How many times have you heard someone make the following pronouncement (or any derivation thereof): “You cannot compare these two people because they are totally and completely different from each other!”Here we have a vivid illustration of a person who is making the converse mistake of allowing similarities between people to be overshadowed by their differences. Thus, the individual who staunchly and adamantly maintains that “One should never stereotype,” is effectively blinding himself or herself to authentic commonalities that actually do exist within specific groups. However, by obstinately clinging to this position, such individuals practically ensure that they will remain oblivious to true similarities within (as well as between) groups of people and run the risk of allowing true—and potentially helpful—similarities between persons to be overlooked, neglected, or omitted.

Stereotypes have a ‘kernel of truth’: in part wrong, superficial and limited, they (stereotypes) nevertheless generalize some actual cultural traits and are based on empirical reality.

It is crucial to “look for both similarities and differences” that can be constructively applied in the cross-cultural setting. Despite apparent differences, two individuals can share something in common.

Moreover, some categorization is necessary and normal. Indeed, there is survival value in the ability to make accurate generalizations about others, and stereotypes function as mental "energy-saving devices" to help make those generalizations efficiently. It is useful to have a brief, pragmatic summary of some of the characteristics of the world’s main business cultures. Stereotypes must be a general starting point for further inquiry, initial hypotheses to be examined and modified through active engagement.

Stereotypes can also be used to hypothesize likely areas of contrast and possible communication problems. As more knowledge of relevant cultural differences is acquired, generalizations will offer valuable pointers to those who are working with people from these cultures specific, hypotheses more particular, and communication difficulties more predictable.

Culture gaps_______________________

(difference between two cultures which hinders mutual understanding or interaction)

Linguistic

Behavioural · Body language · Eye contact · Touch · Body distance · Turn-taking · Attitude towards time · Individualism/collectivism · Humour · Greeting · Dining etiquette · Writing style · Showing emotions, etc.

Institutional · Managing people · Negotiating style · Giving presentations · Holding meetings · Dress code, etc.

Here are some illustrations:

· When in Brazil expect frequent interruptions during business meetings. This is not regarded as rude or improper behavior.

· Time is central to German culture. It is one of the principal ways of organizing life.

· Italians like to share details of families, vacations, hopes, aspirations, disappointments, preferences. Show photographs of children; reveal some of your political or religious opinions—this is normal in Italy,

Can you give any other examples of the culture gaps mentioned above?

Task 1

In what way intercultural communication could be important for the following jobs:

· Translator

· Internet website designer

· Merchandiser

· Economist

· Engineer

Suggest possible professional intercultural situations problems/misunderstandings

Levels of Intercultural Advancement_____

The above information substantiates the need for intercultural education. The table below shows phases of intercultural advancement and the premise they convey. It starts from the assumption that all cultures and nations are almost alike (It is also called the honeymoon period). Next goes realization of the differences and acceptance of these differences. Afterwards, there should be a tendency to synthesize, select and make things run smoothly.

Level of Intercultural Advancement	Basic Premise
Universal expert (ignorance)	“People are really pretty much alike”
Puzzled tourist (realization)	“I say, they turn out to be different from us”
Curious sojourner/ interlocutor (understanding)	“I am trying to study the intercultural differences”
Bicultural researcher (synthesis)	“Oh, I can find some beneficial cultural combinations”
Intercultural Expert (selection)	“I know how to deal with them”

Examine the possible strategies of intercultural communication and decide whether they are productive or non-productive (i.e. some lead to achieving of the aim of communication, whereas others are resultless and misleading for the communication)

· Be tolerant and trying to understand behavior of the interlocutor

· Be aware of the popular stereotypes about other cultures and use them

· Stay open-minded

· Do good research in advance. Try to find out information about the other culture

· Partial rejection of one’s own culture (try not to show some specific features of your own culture that can be offensive/strange/aggressive to the other party)

· Believe that all cultures are almost alike and behave as if you do not have any cultural differences

· Avoid expressions, slang, metaphors bound by your cultural reference

· Observe before you act

Can you suggest any other strategies?

Third culture___________________________

When thinking of coping with intercultural misunderstandings and overcoming cultural barriers people tend to fall into extremes. Some resort to mimicry and give up their identity. Others stay firm and expect the other party to adapt. However, you should not give up your individuality neither require it from your partner. You should “meet in the middle” – thus create a third culture.

Third culture is a generated mode of behavior when there is a comprehended need for efficient cooperation based on dialogue of representatives of different cultures. It is an attempt to build bridges and narrowing the gap between the parties. It is a way to successful and productive cooperation when participants feel their differences but are able to establish comfortable grounds and elaborate a contextual code. Partners create a “situational cognitive space” that incorporates elements of both cultures and yet remains separate and distinct. Noteworthy, building a third culture is a conscious process; it does not happen by chance. Partners recognize the complexity of intercultural communication act and the need to create a strategy for mutually beneficial cooperation.

The key principles are:

· Conscious approach

· Understanding and accounting the differences

· Pro-active attitude

· Mutual behavior adjustment

· Keeping one’s own identity

· Mutual respect and tolerance

· Positive attitude (you don’t feel that you “have to”, but you are open to communication)

Cultural dimensions by Geert Hofstede_____

Geert Hofstede analyzed cultures along 6 dimensions. The values that distinguished country cultures from each other could be statistically categorised into 6 groups – dimensions, that are globally applicable and are reflected in all aspects of life. These 6 groups became the Hofstede dimensions of national culture:

1. Power Distance (PDI) High PD cultures usually have centralized, top-down control. Low power distance implies greater equality and empowerment. In small-power-distance countries, there is limited dependence of subordinates on bosses, and there is a preference for consultation: subordinates will rather easily approach and contradict their bosses. In large-power-distance countries, there is considerable dependence of subordinates on bosses: subordinates are unlikely to approach and contradict their bosses directly.

Individualism versus Collectivism (IDV) In an individual environment the individual person and their rights are more important than the groups’. In a collective environment, people are part of strong extended communities, and these loyalties are paramount. In the workplace it can also be seen in the degree of employee’s dependence on the organization. A society's position on this dimension is reflected in whether people’s self-image is defined in terms of “I” or “we.

3. Masculinity versus Femininity (MAS) Traditionally, men are supposed to be assertive, competitive, and tough. Women are supposed to be more concerned with taking care of the home, of the children, and of people in general. Thus masculine societies are focused on earnings, recognition, advancement and challenge in the workplace, whereas feminine societies attach more importance to working relationship, personal area, job security. This dimensions can also be called “assertiveness vs modesty”.

4. Uncertainty Avoidance (UAI) It defines the extent to which a culture values predictability. UA cultures have strong traditions and rituals and tend toward formal, bureaucratic structures and rules. In other words, this dimension shows society’s need for predictability, usually in the form of written or unwritten rules and how is it open to taking risks and dealing with change. Uncertainty avoiding societies have more formal laws and informal rules controlling the rights and duties of employees and the whole work process. Societies with weak uncertainty avoidance show the opposite.

5. Long-Term Orientation (LTO) (Also referred to as Pragmatism) Societies who score low on this dimension, for example, prefer to maintain time-honoured traditions and norms while viewing societal change with suspicion. Those with a culture which scores high, on the other hand, take a more pragmatic approach: they encourage thrift and efforts in modern education as a way to prepare for the future. Countries with high regard for Long-Term Orientation, value persistence rather than immediate results. This is also seen in cultures where spending money is more common than saving. Additionally, cultures with higher Long-Term Orientation more commonly make rash judgments when it comes to investing in areas such as the stock market, real estate, luxuries, and further.

6. Indulgence versus Restraint (IND) Indulgence stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun. Restraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms. The dimension is based on 3 core factors: happiness, life control and importance of leisure. a perception of life control, a feeling that one has the liberty to live one’s life more or less as one pleases, without social restrictions that curb one’s freedom of choice; and importance of leisure as a personal value are mutually correlated and constitute the dimension.

For countries’ score, comparison and more visit www.geert-hofstede.com

Task 1

For better understanding, study the following incidents:

Incident 1.

Incident 2.

Culture only exists by comparison. In other words, culture can be only used meaningfully by comparison. Hofstede scored each country using a scale from 0 to 100.

Task 2

Study the following diagram comparing Russia and USA.

Comment on the each country’s score. Do you agree with the results?
What are the implications of the results above for professional intercultural communication? What are the possible scenarios for cultural misunderstandings/conflicts? Can you give any illustrations?

Task 3

Identify the dimension and its degree (high/low) in the following descriptions:

1. In North America a person can bounce from career to career, from being a chartered accountant to a band roadie, but in Japan, similar to other Asian cultures, employees are expected to stay with one company for their entire working careers.

2. In Japanese organizations, supervisors and employees have a largely egalitarian relationship where consensus on both parts is required for making decisions. Rather than being a source of authority, top management is seen as a facilitator/consensus builder and has the responsibility of maintaining harmony so that employees can work together.

3. The decision making process within Chinese firms is based on respect, evasiveness, hierarchy and discipline. Open conflict is avoided at all costs, even if upper management is clearly making a wrong decision.

4. German industries tend to work closely with governments, adhering to government standards, policies, and regulations. Virtually all German products are subject to norms established through consultation between industry and government, with strong inputs from the management associations, chambers of commerce, and trade unions.

Task 4

Analyze the following critical incidents applying Hofstede’s dimensions theory. For countries’ score visit http://geert-hofstede.com/countries.html and explain the reason for misunderstanding in terms of cultural dimensions.

Critical incident 1

Critical incident 2

A clothing company from Finland did business with Italian company. The Finnish Company ordered clothes from Italy in their strict deadlines, ordering dates and expectations that the goods will be delivered on time. The manager told to two of our employees to make sure that the orders are done and delivered. The employees contacted the persons in Italy made order and agreed on the deadlines, due dates of the payments and delivery dates. Everything was done well. but when the delivery date came, no goods were delivered or even sent from Italy yet, even we in Finland already had promised the goods to be in the boutique for customers. The manager in Finland blamed the two employees for not doing their task well, and contacted the people in Italy. When the manager talked to the contact person in Italy they said “Yes the goods are being delivered, we had a vacation week last week and nothing is happening in Italy that week”.

Critical incident 3

Strategy for professional intercultural communication_

Any successful (productive) intercultural communication is impossible without a STRATEGY which is defined as an algorithm for developing an action plan. The action plan has to be tailored for every particular situation and goal.

In communication in general (and intercultural in particular) strategy consists of some integral stages:

1. Set the goal of your professional intercultural communication: you have your professional goal (sign an agreement, hold a meeting, make a presentation, etc.) which is conditioned by intercultural context. Now you have a “double-goal” – to achieve your professional goal and at the same time to observe personal and cultural identities of those involved.

2. Secondly, it’s vital to make a deep and extensive analysis, which includes:

· Preparation stage, when you study culture of the second party (consult the cultural dimensions and come to conclusions about features of the 2^nd culture)

· Predicting possible misunderstandings between you and representatives of the other culture

· Create a list of do’s and don’ts according to your particular goal

3. Plan your actions using data from the previous stage

4. Next is the level of implementation – you have to put the above plan into practice. By the way, thus you are creating what we’ve already called “the third culture” - It is an attempt to build bridges and narrowing the gap between the parties. It is a way to successful and productive cooperation when participants feel their differences but are able to establish comfortable grounds and elaborate a contextual code.

5. Logically, after implementing your plan of actions, you are to analyze and evaluate the effectiveness and productivity of the actions taken. If you are satisfied with the results – the goal is achieved. If not – go back to No.2