PURPOSIVE COMMUNICATION

S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND

COMMUNICATION IN MULTICULTURAL SETTINGS

– SEM #1– MODULE 2 – ADVANTAGES

1.0 GLOBALIZATION
1. Globalization lets countries do what they can do
best. You can buy cheap steel from another
● process of increasing interconnectedness and country, so you don’t have to make your own
interdependence among countries, primarily in steel. Instead, you can focus on other things
terms of economics, politics, culture, and related to your product.
communication.
2. Globalization gives you a larger market. You can
● involves the movement of goods, services, sell more goods and make money and create
capital, people, information, and ideas across more jobs. Consumers also profit from
borders, facilitated by advancements in globalization. Products become cheaper and
technology, transportation, and trade you can get new goods more quickly.
liberalization.
DISADVANTAGES
● led to the creation of a more integrated and
interdependent world, where events in one part
of the world can have significant impacts on 1. Globalization causes unemployment in
other parts. industrialized countries because companies
move their factories to places where they can
get cheaper workers.
1.1 ADVANTAGES AND DISADVANTAGES OF
GLOBALIZATION 2. Globalization may lead to more environmental
problems. A company may opt to build factories
Your dress was made in Bangladesh and your shoes in in other countries because environmental laws
Philippines. Your Phone comes from U.S. and power are more lenient.
bank from China. You can travel to Japan, eat your
favorite Samgyupsal and drink your Thai Milk tea while 3. Poor countries in the Third World may have to
watching the latest Korean Drama. cut down more trees so that they can sell wood
to richer countries. Some poor countries in the
Today goods are made and sold all over the world. world, especially in Africa may get even poorer.
Thanks to globalization. Globalization lets countries Their population is not as educated and
move closer to each other, People, companies and technological as compared to other developed
organization in different countries can live and work countries.
together. We can exchange goods, money, and ideas
faster and cheaper than ever before. Globalization has significantly impacted communication
by enhancing connectivity, fostering cultural exchange,
Modern communication and technology like the internet, transforming business practices, and enabling the rapid
cell phones or satellite TV help us in our daily lives. dissemination of information. While it presents
Globalization is growing quickly. A German company opportunities for greater understanding and
can produce cars in Argentina and then sell them in the collaboration, it also poses challenges that require
United States. Businesses in the Philippines sensitivity to cultural differences, effective management
manufacture their products in China for a cheaper labor. of information, and efforts to bridge the digital divide. As
Fast Food companies open shops around the world the world continues to globalize, the ability to
almost every day. communicate effectively across cultural and
geographical boundaries will remain a crucial skill.
However, there is a growing debate over globalization.
Governments are in favor of globalization because the
economy can grow, while other people hold the contrary.
Here are some arguments from both sides:

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

2.0 TECHNOLOGY 2. INSTANTANEOUS AND EFFICIENT

- Technology makes it easy to find and deliver

● encompasses the tools, techniques, systems, data to your employees or customers wherever
and devices developed to solve problems, they are. Instead of waiting until your employee
enhance productivity, and improve human life. returns to your facility to send him complex
information, you can text him or email him both
● includes everything from simple tools like the simple and complex information on his
wheel and the plow to advanced technologies smartphone or tablet
like computers, the internet, and artificial
intelligence. - High-resolution pictures and videos can be
provided quickly with digital still and video
● evolves continuously, driving progress and cameras to help your employees complete a
innovation across various fields, including task.
communication.
- Customers’ needs can be communicated
promptly and they can receive real-time
2.1 COMMUNICATION AND TECHNOLOGY
information on appointment status.
Furthermore, she will be able to provide helpful
- With the rise of the Internet, feedback quickly, so you will be able to satisfy
telecommunications, broadband, cell phone her needs as quickly as possible.
technology, handheld wireless mobile devices
and other communication technology, 3. ALLOW REMOTE COMMUNICATION
geographically dispersed workers can now
interact and collaborate as though they all were - Communication over long distances is possible
located together in a downtown high-rise. In today just because of technology. You can
fact, communication technology has advanced communicate with people throughout the world
to the point where instant communications like a universal language.
across the globe can be so ubiquitous that no
one really thinks about it anymore. - Technology gave us the ability to communicate
without having to travel.
ADVANTAGES
- The speed and quality of communication also
1. SPEED AND TIME increase with technology. It is possible to
communicate with anyone, anywhere in the
- It is possible to save both time and money world.
through internet communication. Information
can be transferred much more quickly and - You can present your company’s products or
cheaply this way. services to employees and clients anywhere in
the world
- Contacting a business partner or relative is also
faster and more efficient. Today we can send 4. ELIMINATION OF WIRES AND CABLES
and receive instant messages and emails at any
time from anywhere in the world. - Cables and wires are becoming obsolete due to
technological advancements. Everyone wants to
- Face-to-face communication has also been eliminate wires and cables from the workplace
made possible by the internet. A number of .
communication tools are available, including - Cables and wires are replaced with wireless
Skype, social media sites, video conferencing, technology which leads many people to choose
and many others technology for communication. It is possible to

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

communicate without wires and cables thanks - For example, a person in the USA can
to technology. communicate with a person in China in seconds
through mobile phones and emails. This all
5. MASS COMMUNICATION becomes possible due to advancements in
technology.
- It is easy to share information with a large
number of people through electronic
communication, like email, or even you can use DISADVANTAGES
social media as well.
1. DETERIORATING LANGUAGE
- Electronic communication is common in
businesses and academic institutions to - There have been dictionaries, treatises, and
communicate with many people at once. books written about the vocabulary and
peculiarities of text messaging and online slang.
For example, educational institutes send
notifications to parents of students at once. - People who do not speak English natively may
find this slang extremely confusing which can
- Some organizations also use digital marketing make it hard to comprehend.
to reach advertisements to hundreds and
thousands of people. We couldn’t communicate - The habit of texting and chatting online can
as fast and easily as we do now without cause people to use it even in situations where it
technology. is inappropriate or out of place. Such as in
school essays or business messages.
6. REDUCED COSTS AND TIME
2. PRIVACY ISSUE
- It is a great advantage of technology that
communication is now cheaper and faster as - Technology in communication lacks privacy
compared to without technology. People can which is one of its most obvious disadvantages.
save time and money while still can Mobile phones can be used as two-way
communicate with others. microphones and cameras as well as tracking
devices
- Communication has become faster and easier .
thanks to technology. Lots of debates have been - Many phones now have GPS tracking
held over the past few decades about the future capabilities, which can be used to track a
of communication and its impact. person.

- Technology has a significant impact on - Today society is really strange as we constantly

communication, and it is very important for have our privacy violated.
everyone especially students to study its effect
and future applications. - Technological advances have made it possible
for hackers and others to track, monitor, and spy
7. EXPANSION OF COVERAGE AREAS on people in lots of ways.

- With technology, communication has spread to - As a result of technology, communication has

all parts of the globe, which has made it possible changed and is often done in public or
for the whole world to become like a small semi-public, which poses a privacy concern.
village.
- Due to the fact that email, the Internet, and cell
- Now, we can communicate with anyone around phones do not display the voice and face of the
the globe in seconds like a village. Technology person, it is easy for them to hide behind them.
has removed the distance. Also, it makes them anonymous from others.

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

3. OVERRULING CULTURES - A real, face-to-face conversation can’t be

substituted for this type of communication.
- Internet has created a global village, but some
cultures have consumed others as a result. For Technology has profoundly impacted communication by
example, the way people from western enhancing speed, accessibility, and efficiency while
countries dress, act, and behave has influenced enabling diverse and richer forms of interaction. It has
teens from other parts of the world. Due to this transformed personal relationships, professional
fact, lots of cultures have vanished. collaboration, and the way information is shared and
consumed. However, it also presents challenges such as
4. DISTRACTION FROM REAL LIFE information overload, privacy concerns, and the digital
divide. As technology continues to evolve, it is crucial to
- You may feel lonely and left out if you are sitting balance the benefits with the potential drawbacks to
next to someone who is engaged in a heated ensure effective and meaningful communication
text message conversation.
3.0 COMMUNICATION IN THE SOCIAL
- People who are engrossed in their gadgets can MEDIA
develop tunnel vision when using technology as
their primary means of communication.
● There are various modes through which we
communicate with each other. In the past, these
- As a result, thumb talkers may neglect their jobs,
modes took the form of handwritten messages,
neglect their relationships with friends and
typewritten messages, shirt telegrams,
family and drive dangerously without realizing
computer-encoded texts, as well as landline
the bad results.
telephone conversations, and audio/video
recorded messages. Because each mode of
5. POTENTIAL FOR MISUNDERSTANDING communication is distinct from the other.
- You lose the subtleties of body language and ● The ways in which we craft our messages differ
voice inflection when you communicate over the
phone, computer, or other gadgets. For example, there is a great tendency for us to
write a longer, more visually detailed message if
- A wink or all caps at the end of a jovial text can we encode it using a computer. If we handwrite
show the severity of your message, but your the same message, or deliver it through an
words can still be misconstrued. Physical audio-recording, the message will not be the
conversations also provide instant clarification. same.

6. LOSE THE ART OF CONVERSATION

● Today in the rapid rise and spread of Internet
- Our society has lost face-to-face conversation connection the old forms of communication
due to technology. Getting the point across is as have given way to new forms that make
easy as a quick telephone call or text message. communication easier and faster

- As a result of technology, there are too many

4.0 SOCIAL MEDIA RESPONSIBILITY
distractions that make conversing difficult. By
using a phone or computer, you can be
completely absorbed in the conversation, which ● Social media sites are developed as a tool to
detracts from its quality. communicate with others by sharing personal
information, photos, videos, comments and
- Friends and family are often kept in touch more. Community sites with user-generated
through social media. Face-to-face content should be used responsibly.
communication is challenging. A person’s
perfume or voice cannot be smelled or heard.

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

● Generally, when using social media, it is a 9. Get acquainted with the unique privacy and
common assumption that all users are solely security policies of each social media
responsible for their content – including posts, networking site and third-party site you use.
comments, likes, shares, tweets, re-tweets,
follows and favorites. As a general rule, nothing
5.0 CULTURAL DIVERSITY
on social media is private.

Practicing favorable online behavior is best achieved ● Connecting with people on the other side of the
when adhering to these social media etiquette world is now much easier than it was a few
standards: years ago. This is due to the increasing
connectivity that globalization and technology
1. Refrain from giving legal advice or legal has brought. With the increasing interaction of
commentary. people across the globe, it is important for
individuals to be aware of how communication
2. Do not post comments, photos, videos, etc. that works across cultures.
suggest or encourage illegal activity.
● The things you do and the practices you were
3. Avoid violating laws and regulations, including taught inform who you become.
intellectual property (IP) rights and others
regarding content that you send or receive. ● Culture - encompasses beliefs, values, norms,
behaviors, and overall can be understood as our
IP is divided into two categories: “way of being.”

1) Industrial Property – patents, ● When you go out into the world, you will come
trademarks and industrial designs into contact with people from different
backgrounds and walks of life. It’s a good rule of
2) Copyright – includes works of art, thumb to honor cultural diversity with your
literature, music and computer actions. So, what is cultural diversity and why
programs does it matter?

4. Never transmit any material in any manner that CULTURAL DIVERSITY

is disruptive, threatening, profane, abusive,
harassing, embarrassing, tortuous, defamatory, - synonymous with multiculturalism.
obscene, libelous or is an invasion of another’s
privacy. MULTICULTURALISM

5. Never transmit any material that is hateful or - defined by the Encyclopedia Britannica as, “the
racially, ethnically or otherwise offensive. view that cultures, races, and ethnicities,
particularly those of minority groups, deserve
6. Avoid sending unsolicited or unauthorized special acknowledgment of their differences
advertising, promotional materials or any other within a dominant political culture.”
form of solicitation.
The importance of cultural diversity can be interpreted
7. Never upload any software that could breach on the basis of these related actions:
cyber security, such as malware, viruses, key
loggers, trojans, etc. ● Recognizing that there is a large amount of
cultures that exist
8. If you affiliate your job with your personal social ● Respecting each other’s differences
media profile, keep in mind that you are ● Acknowledging that all cultural expressions are
representing both yourself and your employer. valid
● Valuing what cultures have to bring to the table

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

● Empowering diverse groups to contribute questions we ask in the study of communication

● Celebrating differences, not just tolerating them and culture. At its most basic, communication is
the exchange of information and meaning. We
EXAMPLES OF CULTURAL DIVERSITY are constantly communicating, in a wide range
of different contexts, such as physical, social,
● In A Workplace: Having a multilingual team, psychological and cultural context. However, to
having a diverse range of ages working together, understand the relationship between culture and
having policies that are vocally against communication, we need to understand the
discrimination, etc. place of communication in culture.

● In A School Setting: Having students from all ● Culture - as a term is widely used in academic
over the world being accepting of all religious as well as in daily speech and discourse,
practices and traditions that students part take referring to different concepts and
in, supporting students to share their cultures understandings. While the term originally stems
with one another, etc. from ancient Greek and Roman cultures (Latin:
cultura) it has various dimensions today built
from the different needs and uses of each field,
5.1 BENEFITS OF CULTURAL DIVERSITY be it anthropology, sociology or communication
studies. For communication studies, we might
The world is naturally multicultural. Approaching start by defining culture as a set of learned
cultural diversity with a mindset and actions that behaviors shared by a group of people through
embrace this fact leads to many benefits, like: interaction.

● Compassion: Communication and ● It is vital to understand that the relationship

understanding of differences leads to increased between culture and communication, in all its
compassion instead of judgment. forms, is tightly interwoven and interlinked. We
can see that communication enables the spread
● Innovation: Varied perspectives and lens of and reiteration of culture. Both communication
looking at the world lend to innovative thinking. and the media propagate the values and
schemata of a culture through the repeated
● Productivity: People who come together and interaction and exchange enabled by the
bring their own style of working together tend to communication process.
support a more productive team.
1. COMMUNICATION CONTEXT
● New Opportunities: The diversity opens the door
to new opportunities and the blending of ideas - personal, physical, social, psychological,
which would otherwise have been and cultural circumstances, among
homogeneous. others in which communication occurs.

● Problem-Solving: Challenges are layered, so - influences the expectations from the

having people with different backgrounds can participants, the meaning derived from
lead to better problem-solving with richness of the exchange of utterances, and the
opinions. subsequent actions in the
communication.
5.2 COMMUNICATION AND CULTURE 2. PERSONAL CONTEXT

● How people from different cultures - background of both the sender and the
communicate among themselves, how receiver of the message.
communication differs among cultures and how
communication is similar among cultures, are all

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

- includes their education, religion,

6.0 COMMUNICATION IN MULTICULTURAL
socioeconomic status, marital status,
SETTINGS
and beliefs that greatly influence what
and how they communicate.
● People of different cultures have different ways
3. SOCIAL CONTEXT of communicating and evaluating
communication messages. There are two most
- kind of relationship that exists between relevant in giving and receiving constructive
the sender and the receiver. feedback and criticism. These are low context
and high context.
For example, the way you talk to your
parents differs from the way you talk to ● The concepts of high context and low context
your friends, younger siblings, and more refer to how people communicate in different
so with your classmates. cultures. Differences can be derived from the
extent to which meaning is transmitted through
4. PSYCHOLOGICAL CONTEXT actual words used or implied by the context.

- emotional feelings of the participants in

the communication process. A. CULTURAL ORIENTATIONS

- opinions, judgements, prejudices, 1. HIGH CONTEXT VS. LOW CONTEXT

attitudes, and perceptions towards each
other which can play part in the High context - implies that a lot of unspoken
transmission of messages. information is implicitly transferred during
communication. People in a high context
5. CULTURAL CONTEXT culture such as Saudi Arabia tend to place a
larger importance on long-term relationships
- sets of beliefs, value systems, guiding and loyalty and have fewer rules and structure
principles, and assumptions based on implemented.
one’s race, ethnicity, age, gender, sexual
orientation, gender identity, and religion Low context - implies that a lot of information
within which communication happens. is exchanged explicitly through the message
itself and rarely is anything implicit or hidden.
People in low context cultures such as the UK
● A more holistic understanding of tend to have short-term relationships, follow
communication necessitates knowledge of rules and standards closely and are generally
culture and appreciating cultural diversities. As very task-oriented.
defined, culture is a set of unique and shared
beliefs, values, and norms that guide a certain Understanding whether your international colleagues are
group of people on how to think, behave and act. high context or low context will help you to adapt your
communication style and build stronger relationships
● Communication and culture are intertwined. In with them.
fact, they are inseparable. Culture influences
what and how you communicate. Culture plays When doing business in a high context culture such as
an important role in shaping the style of Mexico, Japan or the Middle East, you might encounter
communication. Generally, people react to how the following:
we speak rather than what we say. The culture in
which individuals are socialized influences the ○ Misunderstanding when exchanging
way they communicate, and the way individuals information
communicate can change the culture.

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

○ Impression of a lack of information SYNCHRONIC

○ Large amount of information is provided 1. People tend to multitask.

in a non-verbal manner, e.g., gestures, 2. Appointments are approximate and
pauses, facial expressions subject to change; more time left
between events.
○ Emphasis on long term relationships 3. Relationships are more important than
and loyalty schedules.
4. Strong preference to let
○ ‘Unwritten’ rules that are taken for events/relationships guide planning.
granted but can easily be missed by
strangers
3. AFFECTIVE VS. NEUTRAL
○ Shorter contracts since less information
is required AFFECTIVE

When doing business in a low context culture such as 1. Emphasis on expressive communication
Germany, Switzerland or the US, on the other hand, you and sharing feelings.
might find the following: 2. People with an affective orientation use
a wider range of facial expressions and
❖ All meaning is explicitly physical gestures during everyday
provided in the message itself conversations.
❖ Extensive background 3. They talk loudly when excited and enjoy
information and explanations animated arguments and debate.
are provided verbally to avoid 4. They're more enthusiastic and
misunderstandings spontaneous.
❖ People tend to have short-term 5. They consider emotions and intuitions in
relationships the decision-making process.
❖ People follow rules and 6. Statements are often emotional and
standards closely dramatic and may often be exaggerated
❖ Contracts tend to be longer and simply to make a point.
very detailed
NEUTRAL

1. Emphasis on non-emotional
2. SEQUENTIAL VS. SYNCHRONIC communication and controlling
emotions.
SEQUENTIAL 2. People with a neutral orientation strive
to control their emotions. Reason may
1. People tend to do only one activity at a influence their behavior more than
time. feelings.
2. Appointments must be respected; 3. They are more likely to disguise what
activities are schedule in advance and they're thinking or feeling.
often close together. 4. Being cool and in control is admired,
3. Keeping to the schedule is ore important although sometimes this leads to
than relationships. unexpected outbursts which become all
4. Strong preference for following original the more jarring.
plans. 5. Speaking is usually done in a more
monotonic manner and lacks an
emotional tone.

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

6. Expect others to "stick to the point" and j. Nodding head up and down to say “Yes”
keep specific, predetermined topics. (In Bulgaria and Greece, it means NO.)

k. Fig sign (putting the thumb in between

B. CULTURAL DIFFERENCES IN NON-VERBAL the index and the middle finger=
COMMUNICATION obscene in Turkey, Greece, Holland; You
get nothing from me for Russia; You
1. ACTIONS, BODY MOVEMENT, POSTURE can’t have it in Yugoslavia; Good luck in
Brazil)
a. Bowing (not done, criticized in the US; l. Pointing:
shows rank in Japan) US with index finger
Germany with little finger
b. Slouching (rude in most European Japanese with entire hand
areas) Most Asians consider pointing with an
index finger to be rude.
c. Hands in pocket (disrespectful in
Turkey) 2. SMILING, CRYING OR SHOWING ANGER,
SORROW, DISGUST
d. Sitting with legs crossed (offensive in
Turkey) a. Many Asian cultures suppress facial
expression as much as possible.
e. Showing soles of feet
(offensive/insulting in Thailand, Saudi b. Many Mediterranean (Latino/Arabic)
Arabia, Muslims) – is a sign of cultures exaggerate grief or sadness
disrespect exposing the lowest and while most American men hide grief or
dirtiest part of the body. sorrow.

f. Forming a circle with fingers to indicate c. Too much smiling is viewed as a sign of
“OK” (OK in the US, obscene for Brazil shallowness. – Women smile more than
and Germany, money for Japan and men.
Philippines., zero or worthless for
France) 3. EYE CONTACT AND GAZE

g. Thumbs up (commonly means OK; a. Western cultures – see direct eye to eye
Australia and Iran consider it rude; contact as positive (Children are advised
Nigeria-very offensive; Japan – means to look a person in the eyes.)
five; Turkey – a political rightist party)
b. But within USA, African-Americans use
h. Passing an item to someone with one more eye contact when talking and less
hand (very rude in Japan; even a very when listening with reverse true for
small item such as a pencil must be Anglo-Americans. This is a possible
passed with two hands) cause for some sense of unease
between races in the US. A prolonged
i. Passing an item to someone with one gaze is often seen as a sign of sexual
hand (In many Middle and Far Eastern interest.
countries, it is rude to pass something
using the left hand-which is considered c. Arabic cultures make prolonged eye
“unclean.”) contact. It shows interest and helps
them understand truthfulness of the
other person. A person who doesn’t
reciprocate is seen as untrustworthy.

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

d. Japan, Africa, Latin American, CHALLENGES OF INTERCULTURAL COMMUNICATION

Caribbean = avoid eye contact to show
respect. 1. Using a different language
2. Results of intercultural miscommunication and
4. TOUCH misunderstanding
3. Lack of shared knowledge, beliefs and cultural
a. USA – handshake is very common even diversity
for strangers; hugs, kisses for those of 4. Having difficulty to arrive at the correct inference
opposite gender or of family (usually) on or interpretation of meanings
an increasingly more intimate basis.
NOTE:
b. Most African-Americans touch on
greeting but are annoyed if touched on ● Misunderstanding in intercultural
the head. communication may occur due to wrong
interpretation of the verbal and non-verbal
c. Islamic cultures generally don’t approve code. Sources of Misunderstanding (Kaur, 2016
of any touching between genders (even as cited in Madrunio & Martin, 2018 )
handshakes). But they consider such 1. Ambiguity - lack of explicitness on the
touching (including hand holding, hugs) part of the speaker in the form of
between same sex to be appropriate. problematic reference and ambiguous
Many Asians don’t touch the head. semantics in which an utterance is open
(Head houses the soul and a touch puts to different interpretations
it in jeopardy.)
2. Performance-related misunderstanding
5. SMELL - slips of the tongue and mishearing
which may be due to utterances spoken
a. USA – fear of offensive natural smells- quickly and unclearly
connected with “attractiveness” concept
3. Language-related misunderstanding -
b. Arabic and other cultures consider ungrammaticality of language
natural body odors normal.
4. Gaps in world knowledge - gaps in
c. Asian cultures (Filipino, Malay, context rather than language
Indonesian, Thai) stress frequent
bathing – and often criticize USA of not 5. Local context - turns and the turns within
bathing often enough. the sequences produced by the
participants themselves, and the
7.0 CHALLENGES OF INTERCULTURAL orientation of the participants as well as
COMMUNICATION the repair moves that follow the
displayed understanding

● Intercultural communication - exchange of

information between individuals from different A. APPROACHES TO STUDYING INTERCULTURAL
cultural backgrounds. COMMUNICATION

● While this type of communication can enrich 1. You need to be aware or conscious of other
interactions and foster mutual understanding, it cultures especially those that you will visit so
also presents unique challenges that can lead to you can avoid offending people.
misunderstandings and conflicts if not properly
managed.

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 PURPOSIVE COMMUNICATION
S.Y. ‘24 - ‘25 | SEM #1 | MIDTERMS MODULE 2: GLOBALIZATION, TECHNOLOGY, AND
COMMUNICATION IN MULTICULTURAL SETTINGS

2. Due to misinterpretations, miscommunication

occurs.

3. All cultures are equal although sometimes

difficult to understand.

4. No culture is superior or inferior to another.

5. Appreciate cultural diversities and learn to live

with them.

6. People have different languages, lifestyles, and

ways of thinking, speaking, and behaving. This is
the essence of cultural diversity.

B. CHALLENGES OF NON-VERBAL COMMUNICATION

ACROSS CULTURES

Non-verbal Communication is the process of sending

and receiving wordless messages. Nonverbal cues
communicate feelings and attitudes most effectively.
Just like verbal communication, nonverbal cues are open
to misinterpretation that is why it is important to
interpret it in the context of one’s lifestyle, family and
cultural background.

Why is non-verbal communication important?

● To repeat/enhance the verbal message (point in

a direction while stating directions)

● To substitute for the verbal message (gestures

– finger to lips to indicate need to be quiet; a nod
instead of saying yes)

● To regulate interactions (non-verbal cues

convey when the other person should speak or
not)

● To accent/convey underlying feelings (verbal

tone indicates the actual meaning of specific
words)

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