Globalization of Communication others at a distance.

This restructuring creates

The globalization of communication implies the radically different sets of connections and
freedom of movement of ideas, information, images, and thereby opens up the possibility of new forms of
reporters. In this regard, many examples can be given, groups, organizations, society, and the entire
such as the movement of religions and the broadcasting world system.
of scientific knowledge. Often, the globalization of a. The first is symbolic tokens, which “media of
communication follows economical and military interchange which can be passed around” (Giddens,
globalization: the ideas, information and people are 1990, p. 22) and, therefore, used to connect people
following the economical and military fluxes transforming across large distances. Historically, money was
societies and markets, and at the same time, affecting viewed as a token because it provided the basis for
their knowledge and behavior, as well as their attitudes exchange across time and space.
towards culture, society and politics. b. The second disembedding mechanism is the
expert systems. Expert systems consist of people
Globalization is a process that influences and is with specialized knowledge and special expertise in
influenced by many aspects of contemporary life, the use of knowledge repositories and knowledge
including the economy, international relations, society, networks that can be used to distribute knowledge
politics, and religion. Communication is also an integral worldwide.
part of these globalization processes. Unfortunately,
even less is known about the role of communication and International Communication
communication theory in globalization than about - The economy is comprised primarily of material
globalization itself. exchanges; the political consists of exchanges
of power, authority, and legitimacy; and culture
The first is fundamental alterations of our perceptions of is formed largely out of symbolic exchanges.
time and space. The second is the development of Waters observed that economic exchanges
global consciousness through processes of “tend to tie social relationships to localities,” that
reflexivity. The third is the notion of disembeddedness “political exchanges tend to tie relationships to
of events, which permits new realignments and extended territories,” but “symbolic exchanges
restructuring in time and space. liberate relationships from spatial referents”
These observations lead to three interrelated and
1. Time and space compression. To be human is to interesting theoretical claims:
recognize our place in the world in terms of time and a. material exchanges localize,
space. Physical, social, and communicative events we b. political exchanges internationalize,
experience are almost always situated in time relative to c. and symbolic exchanges globalize
themselves and to each other in terms of sequentiality,
simultaneity, and synchronicity. Contradictions and Directions It is important to
- Sequentiality refers to a succession of events emphasize that globalization has negative as well as
over time, simultaneity refers to two or more positive features. As Giddens (2004) said, “Globalizing
events that occur at the same moment, and influences are fracturing as well as unifying, create new
synchronicity refers to two or more events that forms of stratification, and often produce opposing
unfold together. consequences in different regions or localities”
- Historically, time and space were directly
connected; “when” was almost always Relationship of Language and Globalization
associated with “where,” and simultaneous,
sequential, and synchronous events were Globalization is readily increasing in today’s world. This
anchored to the immediate locale in which increase in globalization has many effects on language,
people found themselves. both positive and negative. As such (Delhumea, 2011):
- The process of time-space compression began 1. Language contributes to the formation of culture. More
in the 18th century with the invention of the so, globalization enables different groups of people to
mechanical clock and continued into the 19th know what ethnic groups they belong to, and what
century with the development of global time common heritages they share.
zones 2. Languages are the essential medium in which the
- Globalization has made the identification of ability to communicate across the globe develops
boundaries—and associated notions of “here” (Example: English as universal language).
and “there,” “far” and “near,” “outside” and 3. Knowledge of one or several languages enables us to
“inside,” “home” and “away,” “them” and “us” – perceive new horizons, to think globally, and to increase
more problematic than ever. our understanding of ourselves and of our neighbors.
4. Allowing languages and their cultures to spread and
2. Global consciousness and reflexivity. Robertson dominate on a global scale leads to the extinction of
(1992) and Giddens (1990, 1991, 1994) employed the other languages and cultures.
concepts of global consciousness and reflexivity to
represent the second important dynamism of globality. The Spread of English as an International Language
Global consciousness refers to “the scope and depth of in the Workplace
consciousness of the world as a single place” - There is also a need to point out that
- Reflexivity represents the idea that “knowledge globalization is making English especially
spirals in and out of the universe of social life, important not just in universities, but also in the
reconstructing both itself and that universe as an workplace. To many people, then, the spread of
integral part of that process” English seems a positive thing, symbolizing
employment.
3. Disembeddedness. The third dynamic of Knowledge of the English language has indeed acted as
globalization, disembedding, is identified as the a powerful tool for development and advancement
“lifting out” of human interactions from local contexts throughout the world, and fluency constitutes a huge
and restructuring them across time and space. step forward in many peoples’ (and countries’) struggles
- This process of freeing human interaction from for self-sufficiency and success. As such with the
its local contexts is important because it following observations
provides the foundation for reconnecting them to
  English-speaking workforce can help economies English-speaking nations at all levels of
integrate and become more competitive on the education: primary, secondary and tertiary
world market
 proficiency in English has become something of
a commodity, valuable both because of its utility Globalization and employment
 many firms have changed their corporate Communication skills development has always been an
languages to the common tongue of English in important factor of success in business, but the influence
efforts to streamline communication and avoid of globalization and cross-cultural interaction in recent
leaving team members “out of the loop” decades has impacted the types of communication skills
needed in dramatic ways. No longer can entrepreneurs
English has become the lingua franca of the global afford to simply communicate well within their own
network homogenous cultures.
 English is the “protocol” for oral and written
communication across national frontiers. Virtual Interactions- Globalization has introduced
Meanwhile, as the English language has virtual communication and collaboration as a major part
continued to enjoy unique ascendancy, the of workplace dynamics. Modern entrepreneurs need to
status of the other principal languages has understand the strengths and limitations of different
changed. communications media, and how to use each medium to
 Even though they are spoken by more people maximum effect.
today than ever before, they have been demoted
or degraded in relation to English. Today, Cultural Awareness in Speech - The need for cultural
French, Spanish, Arabic, German, Russian, etc., awareness is a major impact of globalization on the
more or less have the status of regional or required skillset of effective communicators, resulting in
national languages that can be used beyond the evolution of communication skills development
their national frontiers. programs. Even when two people are speaking the
same language, cultural differences can affect
With the recent increased pace of globalisation, and the vocabulary, colloquial expressions, voice tone and taboo
resulting profound changes in the kinds of connections topics.
that exist between nations and peoples in different parts
of the world, English has become even more of a world
language. He argues that globalisation pushes forward Cultural Awareness in Body Language Awareness-
global English hegemony of cultural differences in body language can be just as
important as the nuances of speech. Modern training
This position had been assented to by McKay (2002) programs teach students to understand acceptable
who had argued that factors such as colonialism, speaking distances, conflict styles, eye contact and
speaker migration, and new technology had greatly posture in different cultures, accepting that the physical
contributed to making English an international language expressions of their own culture are not universally
and were the major reasons for the initial spread of accepted.
English.
Time Differences - The advent of global collaboration
other reasons for the spread of the English language introduces another new dynamic to communication skills
include that it has become the language of international -- the need to communicate and share information with
relations, having been made official language in people across several time zones. When people
approximately 85 per cent of the 12,500 international collaborate with others on the other side of the globe,
organisations listed in 1995-1996 Union of International their counterparts are usually at home asleep while they
Associations’ Yearbook themselves are at work.

Indeed, the English language is for many people in the Information Sharing- Many ethnic groups prefer to
world today, the medium that makes possible to as ‘the communicate indirectly. They ask questions reluctantly,
intensification of worldwide social relations’ for fear of damaging relationships or appearing
incompetent. Employees who communicate this way
Impacts of Globalization in Communication seldom offend other employees.
- As Imhonopi and Urim (2010) contend, the However, workers from more direct cultures may
transformation of the present era of human ignore indirect remarks and miss important information.
existence, which is characterised by the twin To get a multicultural workforce to work together
concepts of globalisation and information effectively, both types of communicators need to
economy, is both sweeping and total in many recognize the other’s behavior patterns. Direct
dimensions. For them, globalisation has communications need to probe more, and indirect
introduced overt changes into the modern communicators need to speak up when problems arise.
society, impacting every sphere of life including
social, economic, political, technological, Time Management - Some cultures treat time as
educational and cultural processes and limited. For example, employees in the United States
institutions and affecting nearly all of the world’s typically view tasks as linear and sequential. They
people, creating tremendous challenges and complete one task at a time and schedule appointments
opportunities in its wake. that dictate when and where they meet with other
people. Other cultures, such as Latinos, view time as
- Widespread educational reforms, including in abundant. They may be reluctant to end one
English language education, are also taking conversation just because it’s time to go to another
place in many countries all over the world as a meeting.
result of the essential and urgent requirement to
operate successfully in the global marketplace. Relationships- According to cross-cultural researcher
Thus, educational reforms in the area of Geert Hofstede’s theory of cultural dimensions, five
language education, the English language in dimensions can be used to explain differences between
particular, are being witnessed in almost all non- cultures: power distance, individualism, uncertainty
avoidance, masculinity, and long-term orientation. Power
distance reflects the extent to which less powerful Culture is Based on Symbols- Culture relies on
members of the organization accept unequal power symbols, such as language and art, which convey
distribution, and in cultures that endorse low power meanings and they only have meaning when people in a
distance, teams tend to be more democratic. culture agree on their use.
Culture is Integrated- All aspects of culture are
Indulgence Multicultural- workers may differ in their interconnected, known as holism. Changes in one part
approach to the importance of happiness at work. affect the whole
According to sociologist Michael Minkov, in a culture Culture is Dynamic- Cultures interact and change. Most
that values indulgence, a higher percentage of people cultures are in contact with other cultures, they
declare themselves happy. Work-life balance is exchange ideas and symbols. All cultures change to
important to these people. Restraint tends to prevail in prevent problems when adapting to changing
Eastern Europe and Asia. When workers from both ends environments.
of the spectrum work together, they need to balance
their own preferences with the team’s needs Level of Subculture
Subculture- Are groups with distinct patterns of learned
A culture or society as basically geographical or ethnic – and shared behavior (ethnicities, races, genders, age
the East and the West, the majority and the minority. categories) within a larger culture.
Significant differences, of course, exist between Super Culture- Is a culture is a collection of cultures
societies in different parts of the world, and it is true that and/or subcultures, which interact with one another,
they speak different languages; dress differently, and share similar characteristics and collectively have a
use different nonverbal systems. Latin Americans, for degree of sense of unity.
that matter, use different presentation skills and non –  Class- It is a social category based on people’s
verbal communication system in comparison with Asian economic position in society. Not all societies
people. These factors are relevant when giving exhibit class differences; ones who do not are
presentations to audiences in different countries. called egalitarian.
 Race- It is the socially constructed meanings
Doing or speaking different cultures can happen even assigned to the perceived differences between
within the same nation because communication creates people based on physical traits (skin color, facial
communities and cultures, and many subgroups of features, hair types).
people have identifiable ways of communicating  Ethnic Group- It refers to people who identify
differently from other people in a nation. Cultures are themselves as a distinct group based on cultural
created through communication; that is communication features such as common origins, language,
is the means of human interaction through which cultural customs and beliefs.
characteristics, whether customs, roles, rules, rituals,  Gender- It refers to the cultural meanings
laws or other patterns – are created and shared. assigned to the biological differences between
the sexes.
Ethoncentic- the act of judging another culture and  Age- It is both biological fact as well as being
believing that the values and standards of one's own culturally constructed
culture are superior
Communication as Path to Cultural
Culture as Geography or Ethnicity Understanding
This way of seeing culture focuses on large-scale Stages of Cultural Adjustment. Cultural adjustment
differences between nation’s has four stages. According to UAZone, a travel
styles of religion or belief, ideas of national dreams and website, the first stage of cultural adjustment is;
goals, or preferred ways of acting. 1. Foreign students feel enthusiasm and
excitement upon knowing that they will be going
These value systems clearly differentiate, say, “East and to other country.
West” and the communicativedifferences they display. 2. Re-emergence and adjustment stage
Usually referred to as cross-cultural or intercultural 3. Achievement and enthusiasm
communication, this type of understanding culture has a
long history. Concept of Culture Shock. More often, the cultural
adjustment is accompanied with culture shock.
Cross – cultural communication generally compares the Different symptoms of culture shock
communication styles and patterns of people from very  Homesickness
different cultural/social structures, such as nation-states  Boredom
while intercultural communication deals with how people  Lethargy
from these cultural/social structures speak to one  Withdrawal and
another and what difficulties or differences they Irritability
encounter, overand above the different languages they  Hostility Towards Local People
speak  Irritational
Anger
Multiple cultures - exist in one society or national group.  Excessive Sleeping

•Multiple social communities - coexist in a single society Culture shock happens when a certain culture is
and talk amongst themselves as part of challenged by another way of thinking or doing
their conduct of membership. something, which is part of the process of cultural
adaptation. Like cultural adjustment, culture shock is
Characterictics of Culture also consists of several different stages.
Culture is Learned- Culture is acquired through social  Honeymoon period- This is the time when the
interactions, not inherited biologically. This process is foreign students still find everything to be new
known as enculturation. and exciting. Students still find everything to be
Culture is Shared- - we share culture with other new and exciting.
members of our group. Despite the shared nature of  Frustration or Disintegration Stage-students may
culture, that doesn’t mean that culture is homogenous withdraw into themselves, thinking, “it is my
fault, I am unable to adapt here”.
  Autonomy Stage- this stage is marked by 3. Knowledge of different cultural practices and
increased sensitivity and understanding toward worldviews,
the host culture. The students who emerge from 4. Cross-cultural skills.
the detachment of the first stage, the self-blame
of the second stage, and the hostility of the third How to recognize your cultural competence?
stage are now in a position to build a new Indicators of cultural competence:
perspective on their former identity and the new  Recognizing the power and influence of culture
host culture. These students have an increased  Understanding how each of our backgrounds
ability to see the good and bad elements of both affects our responses to others
the old and new cultures. The need for  Not assuming that all members of cultural
defensiveness as seen in the previous stage groups share the same beliefs and
diminishes.  practices
 Process of Adaptation- The final stage is the  Acknowledging how past experiences affect
process of adaption. It is important to note that present interactions
cultural adaption does not follow any clear  Building on the strengths and resources of each
timeline. The different stages may last anywhere culture in an organization
from a few weeks to a few months. The stages
may overlap or repeat themselves. The process Cultural sensitivity is being aware that cultural
of learning and adapting to a new culture differences and similarities between people exist without
continues from the day that the student arrives assigning them a value. And this value, either positive or
until the program ends negative, better or worse, and right or wrong. So,
This stage is marked by increased sensitivity and meaning that you are aware that people are not all the
understanding toward the host culture . same and that you are recognize that your culture is no
The final stage is the process of adaption. It is important better than any other culture.
to note that cultural adaption does not follow any clear
timeline . Cultural Sensitivity refers to as set of skills that allows
you to learn about and understand people whose cultural
Factors affecting cultural adjustments. According to background is not the same as yours
A. T. Church in his article entitled ‘Sojourner Adjustment’
there are indices of adjustment needed to be To help you exhibit cultural awareness and sensitivity in
distinguished these are: words and in deeds, keep
(a) extent of social interaction with host nationals in mind the following guidelines
(b) attitudes of the individuals 1. View human difference as positive and a cause for
towards home and host cultures, celebration;
(c) home culture patterns. 2. Have a clear sense of your own ethnic, cultural, and
racial identity;
 Students who have a more open attitude might 3. Be aware that in order to learn about others, you need
be less resistant and more adjusting. Church to understand and be prepared to share your own
added that nationality and its relationship to the culture;
host culture is complicated and more research 4. Be aware of your own discomfort when you encounter
into this area is needed to understand the differences in race, color, religion, sexual orientation ,
impact nationality has on cultural adjustment. A language and ethnicity;
common assumption is that previous exposure 5. Be aware of the assumptions that you hold about
to different cultures will facilitate the adjustment people of culturers different from your own;
process. Previous exposure sometimes tends to 6. Be aware of your stereotypes as they arise and
reinforce stereotypes and defense mechanisms develop personal strategies for reducing the harm that
that may inhibit adjustment. So the nature and they cause;
quality of previous cultural exposure may be 7. Be aware of how your culture perspective influences
more important than the quantitative amount of your judgments about appropriate, normal, or superior
earlier exposure. behaviours, values and communication styles are;
8. Accept that in cross cultural situations, there can be
Cultural Awareness is knowing that there are multiple uncertainty, and that uncertainty can make you anxious.
different cultures – based on religion, ethnicity, It can also mean that you do not respond quickly and
nationality and other factors – that have different take the time needed to get more information;
attitudes and outlooks. It is about respecting others’ 9. Take any opportunity to put yourself in places where
cultures as well as our own. you can learn about differences and create relationships;
and
Cultural Sensitivity involves accepting those differences 10.Understand that you will likely be perceived as a
without insisting your own culture is better, or that person with power and racial privilege (or the opposite),
everyone should do it your way. Cultural sensitivity skills and that you may not be seen as unbiased or as an ally.
are sometimes called Cultural Competence
When dealing with communicating gender sensitivity, the
Cultural Competence refers to an ability to interact following terms should be taken into account:
effectively with people of different cultures and socio-  Gender Sensitivity refers to the aim of
economic backgrounds, particularly in the context of understanding and taking account of the societal
human resources, non-profit organizations, and and cultural factors involved in gender-based
government agencies whose employees work with exclusion and discrimination in the most diverse
persons from different cultural/ethnic backgrounds. spheres of public and private life.
Cultural competence is a key practice in the learning  Gender-Sensitive Language is the realization of
frameworks, and the notion of cultural competence is gender equality in written and spoken language.
embedded throughout.
Cultural competence comprises four components:
1. Awareness of one's own cultural worldview,
2. Attitude towards cultural differences,
  Gender Equality is a core development objective
in its own right. It is also smart economics.
Greater gender equality can enhance
productivity, improve development outcomes for
the next generation, and make institutions more
representative.
 Gender Equality in Language is attained when
women and men and those who do not conform
to the binary gender system are made visible
and addressed in language as persons of equal
value, dignity, integrity and respect.
A. Gender-Sensitive Language
 Sexism in language is the use of language
which devalues members of one sex almost 5. Turns of Phrase
invariably women, and thus fosters gender
inequality. Studies have shown that when 6. The use of Ms., Mrs., and Mr.
words like man are used generically to refer  The use of Ms. with women as sometimes
to people, readers tend to picture men only, their marital status is vague or not known if
not a balance of men and women- let alone not given special directives from the woman
women only. herself (unless the woman herself prefers
 Gender Sensitive Language is not simply the courtesy title Mrs. or Miss).
terminology and rules which should be  A woman’s marital status is very often
carried by a gender-sensitive speaker or irrelevant to the matter in hand.
writer. It shows that a person respects all  Also, say Mr. and Mrs. Smith, or Mrs. Jane
persons, favors social equality and equal and Mr. John Smith instead of Mr. and Mrs.
opportunity and helps avoid ambiguity. John Smith.

EXAMPLES OF GENDER-SENSITIVE LANGUAGE 7. Addressing salutation in a letter

 The salutation Dear Sir/Madam is also
preferred if the gender of the recipient is
unknown instead of using Dear Sir.
8. Stereotyping roles
 There’s another one thing which we must
avoid is stereotyping typing roles and
attributes.
 Stereotyping roles mean when certain jobs
are presumed to be performed only by men
and women, giving rise to gender-biased
terms

9. Gender attributes  Attributes means usage of certain

words which underline stereotypic gendered attributes.