• General Categories of Culture

• Dimensions of Cultural Differences

• Non-Verbal and Intercultural Communication
• Barriers in Intercultural Communication
• Intercultural Communication Competence
“Communication is a life line of two
souls, and a bridge that connects
two hearts beyond own territory.”

-Catherine Reddy
• Pertains to the characteristics of a particular group of people,
defined by everything including language, religion, cuisine,
social habits, music, and arts.
• The word culture was derived from the Latin word cultura
which means “cultivation.”
• The arts, beliefs, customs, institutions, and other products of
human acts and thoughts, especially with regard to a particular
time in a social group are representative of their culture that
expresses the predominant attitudes and behavior that
characterize a society.
• Refers to an exchange of information between
people from different cultures (Samovar & Porter,
2000).

• Inter means between, while communication

refers to an exchange of information.
• The aim of intercultural communication is to manage messages
and the creation of meaning across cultures through a socially-
constructed transmission of symbols, meanings, and rules.

• Intercultural communication occurs when a member of one

culture sends a message to a member of another culture. It is a
kind of communication between people whose cultural
perceptions are distinct enough to alter their understanding.
1. Material- the physical objects or artifacts
created and shared by a society.

Food, cuisine, products or goods, churches,

homes, attire and other physical objects
valuable in a culture’s way of life
2. Non-material- the non-physical thought
and ideas that make up a culture.

Rituals, language, customs morals, ethics,

beliefs and other thoughts and ideas inherent
to a culture
1. Identity/individualism vs. Collectivism- refers to
either a personal want or need or the social harmony of the
group in which the individual belongs.
2. Equality vs. Power distance- refers to the sense of
equality versus status and position.
3. Uncertainty avoidance vs. Tolerance- refers to the
goal of either reducing risks and problems or tolerating
some mistakes in a given culture.
4. Masculinity vs. Femininity- refers to giving much
value to things associated with men, or women. A bias of
culture states that the masculine achievement-oriented
while the feminine world is care-oriented.

5. Short-term vs. Long-term orientation- refers to

cultures which give importance to something that brings
immediate benefits or advantages in the long run.
• Non-verbal communication can bridge the gaps in
intercultural communication.

• When there is cultural indifference and one culture

is perceived superior to the other, wrong judgment
may occur. Non-verbal gestures can help in solving
the problem by providing another way of letting
people from other cultures connect.
1. Reinforcement- the support of verbal message
with non-verbals.

2. Substitution- replacement of the spoken message

by non-verbal action.

3. Contradiction- conflict between non-verbal and

verbal message.
4. Accentuation- non-verbal message intensifying
the verbal message.

5. Regulation- helping regulate conversations by

sending the cue when one will stop speaking or
signalling when one can begin talking.
• The handshake gesture is a form of haptic
communication which lets people communicate through
the sense of touch.

• Another non-verbal form is called oculesics which

focuses on eye movement to convey messages.

• Proxemics speaks on how people use space in the

process of communication.
1. Assumption of Similarities
2. Language Differences
3. Non-Verbal Misinterpretation
4. Pre-conceptions and Stereotypes
5. Tendency to Evaluate
6. High Anxiety
Stage 1: Denial The individual does not
recognize cultural
differences;
Stage 2: Defense The individual starts to
recognize cultural
differences and is
intimidated by them;
 Stage 3: Although the individual sees
Minimization cultural differences, he/she banks
more on the universality of ideas
than cultural differences;

Stage 4: Acceptance The individual begins to appreciate

important cultural differences in
behaviors and eventually in values;
 Stage 5: The individual becomes very open to
Adaptation world views when accepting new
perspectives; and

Stage 6: The individual starts to go beyond

Integration his/her own culture and sees
himself/herself and his/her actions
based on multifarious cultural
viewpoints
• Avoid asking inappropriate or personal questions.
• Avoid stereotyping or generalizing certain groups. Keep
an open mind and be flexible.
• Avoid using jargons, cliches, highfalutin terms, technical
terms, acronyms, and gender-biased language.
• Be sensitive, polite, tactful, and respectful at all times
particularly in relation to cultural practices, attitudes, and
beliefs. Learn and understand the value of diversity.
• Develop intercultural communication skills.
• Eliminate gender-biased words or sexist language particularly
in writing.
• In case you do not get the message conveyed by the person
you are communicating with, request him/her to repeat the
message or simplify it.
• Learn and observe physical distance or space in dealing with
other people. In some cultures, shaking hands and hugging
may not be appropriate.
• Listen attentively when others are speaking.
• Observe patience in listening to other people’s ideas,
which may not be the same as yours.
• Pay attention to your non-verbal communication. Learn
non-verbal cues of other cultures.
• Respect a person’s rights to confidentiality and privacy.
• Speak gently and politely; never shout to be understood.
• Stay calm, cool, and composed when you make a mistake
or feel embarrassed by others. Culturally, others do not
mean to embarrass you.
• Make positive interpretations of the actions and words of
other people.
• When you feel strange or uncomfortable about something
being communicated by other people, request them to
clarify their meanings and intentions before you express
your emotions and ideas.
• Ability to express understandable and culturally sensitive
thoughts, feelings, opinions, and expectations
• Ability to engage and immerse in the local culture and language
• Ability to establish shared meanings with the local people to
avoid stereotyping and miscommunication.
• Ability to develop a language capacity such as using local
greetings and opportunities to use the local language in other
contexts.
• Ability to empathize with how the locals see the world.
GENDER-BIASED
WORDS OR SEXIST
LANGUAGE
SEXIST LANGUAGE NEUTRAL
Chairman Chair/Chairperson
Salesman Salesperson
Congressman Legislator
Spokesman Spokesperson
Foreman Supervisor
Stewardess Flight Attendant
Waitress Server
Policeman Police Officer
Fireman Firefighter
Man-made Manufactured
Businessman Business Executive
Manpower Workforce
Substitute gender-biased pronouns with
articles/determiner.

Sexist: Every employee is entitled to his 13th month

pay.

Non-sexist: Every employee is entitled to a 13th

month pay.
Use plural nouns instead of singular pronouns.

Sexist: Each employee must submit his proposal next

week.

Non-sexist: All employees must submit their

proposal next week.
Use either/or pronouns (he/she, his/her,
his/hers). However, avoid putting men first all the
time.
Sexist: Every applicant must fill out his own
application form.

Non-sexist: Every applicant must fill out his/her

own application form.
Use second person pronoun (you, your) over third
person pronoun (he, she). Be careful not to change
the meaning of the statement.
Sexist: The sales manager should prepare his
marketing proposal for our new product.

Non-sexist: You should prepare your marketing

proposal for our new product.
Use appropriate titles
Sexist: Dear Sir (unknown addressee)
Non-sexist: Dear Sir or Madam (unknown addressee)
Non-sexist: Attention: HR Manager
NOTE: Use Ms. if you have no idea if the female addressee
is single or married.
Use Mrs. (mistress) if you are sure that the female
addressee is married.
Use Miss for an unmarried female addressee
1. Be aware of differing social values.
2. Be aware of differing status symbols and how
to demonstrate them.
3. Be aware of decision-making customs.
4. Be aware of concepts of time.
5. Be aware of personal space.
6. Be aware of cultural context.
7. Be aware of body language.
8. Be aware of different etiquette, rules, or
manners.
9. Be aware of legal and ethical behavior.
10. Be aware of language barriers.
1. Interest- respect and positive regard of one culture to
another.
2. Orientation- terms people use to explain themselves
and their perception of the world.
3. Empathy- understanding the world as others do,
placing one’s self in the shoes of another.
4. Interaction management- ability to regulate
conversations.
5. Task role behavior- initiating ideas that encourage
problem-solving activities.
6. Relational role behavior- interpersonal harmony and
mediation.
7. Tolerance for ambiguity- ability to react to new
cultural situations with little discomfort.
8. Interaction posture- responding in a non-judgmental
way.
 Make a research on the assigned topic. Each group will prepare
and present the cultural traditions and practices of the regions
assigned to them based on the following aspects below:
1. Religious beliefs
2. Manner of dressing
3. Food
4. Marriage customs
5. Philosophy and values
6. Forms of Communication/Language (Verbal & Non-Verbal)
GROUPS COUNTRIES
Group 1 American Culture
Group 2 African Culture
Group 3 Swedish Culture
Group 4 Asian Culture
Group 5 Arabian Culture
Group 6 Italian Culture
Group 7 Spanish Culture
Leader:
Members:
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