The Cultural Bridge: Understanding the

Role of Culture in Effective

Communication
Business Communication C102

Submitted to
Rezwanul Huque Khan, Professor, IBA DU

Submitted by
Joshua Alovho Boiragee, Roll 54

12th May 2025

Culture is an integral part of how individuals communicate. In today's world where people have
to interact with people from diverse backgrounds it is essential to understand the cultural
dimensions in communication. Culture influences not just the language we speak, but also our
means of interpreting messages, expressing emotions, and engaging with others. Without cultural
awareness, misunderstandings or conflict may arise from mere well-intentioned comments.
Therefore, considering cultural differences is vital in establishing successful and meaningful
communication.

Culture is defined as a system of shared beliefs, values, customs, behaviors, and artifacts that
members of a society use to cope with their world and one another (Samovar, Porter, &
McDaniel, 2010). Communication, in turn, is the process through which people share their
information, ideas, and emotions. As communication can be both verbal and non-verbal, it is
only natural for it to be susceptible to cultural contexts.

For example, gestures, facial expressions, and eye contact vary widely across cultures. Direct eye
contact may signal confidence in the United States, while in some East Asian cultures, it might
be considered impolite or confrontational (Lustig & Koester, 2013). These highlight the
importance of understanding culture in order to avoid misinterpretations in communication.

Edward T. Hall (1976) introduced the concept of high-context and low-context cultures to
explain cultural communication styles. In high-context cultures—such as Japan or Saudi
Arabia—communication is dependent on proper context, non-verbal cues, and shared
knowledge. In other words these cultures rely on implicit communication. Conversely,
low-context cultures—like Germany or the United States—prefer direct and explicit
communication, where meaning is primarily conveyed through words.

Miscommunication frequently and naturally arises when people from these two cultures interact.
A direct approach may be seen as rude in a high-context culture, while indirectness may seem
evasive in a low-context setting. Recognizing such distinctions, therefore, helps communicators
adapt their style, leading to more respectful and effective exchanges.

Language is shaped by cultural context. Even if a common language is being used, the meaning
might differ. Common sayings, idioms, humor etc might have different meanings to people from
different cultural backgrounds. For example, A common idiomatic expression such as “break a
leg” or “hit the ground running” can get confused or misunderstood by non-native speakers.

The structure of a language can also reveal cultural priorities. Languages that distinguish
between formal and informal address—like Japanese or French—reflect cultural values related to
hierarchy and respect (Neuliep, 2018). In order to communicate effectively, awareness of these
small details and subtleties is required.

Cultural sensitivity is crucial for success when it comes to international business. Different
cultures have varying expectations around punctuality, negotiation, hierarchy, and formality. In
monochronic cultures such as the United States or Germany, time is treated as linear and
segmented.Meaning, meetings are punctual and structured. In contrast, polychronic cultures such
as Mexico or India may view time more fluidly, prioritizing relationships over rigid schedules
(Hall, 1983).

The thought behind decision-making may also differ across cultures. Some cultures value
consensus and group input, while others rely on hierarchical authority. A proper idea of the
norms may help with collaborations and prevent frustration.

Nonverbal communication—including gestures, posture, and physical proximity—is often

culturally defined. For example, touching someone’s head is harmless in Western cultures but
considered disrespectful in some Southeast Asian countries. Even something as simple as the
“thumbs up” gesture is a positive sign in many places but offensive in others.

Being aware of these differences can prevent unintended offense and foster better
communication. Nonverbal cues often carry more emotional weight than words and thus require
careful attention in cross-cultural contexts (Lustig & Koester, 2013).

Cultural intelligence (CQ) refers to the ability to relate to and work effectively across cultures. It
encompasses knowledge, motivation, and behavior. Individuals with high CQ are better equipped
to interpret cultural cues, adapt their communication style, and build rapport with people from
different backgrounds (Earley & Ang, 2003).

CQ can be developed in many ways such as education, travel, multi-cultural training etc. It
involves not only understanding other cultures but also examining one’s own cultural
assumptions. High CQ is important for professionals operating in diverse environments, leaders,
educators.

In the digital age, much of communication takes place online. Despite the lack of physical
presence, cultural differences still play a major role. The tone and structure of emails, for
example, can vary: a casual “Hi” might be acceptable in one culture and too informal in another.
Virtual meetings can also pose challenges.

Education plays a key role in fostering cultural awareness. Schools and universities should
incorporate intercultural communication training into their curricula. Programs promoting
cultural exchange, language learning, and diversity should become a part of the curricula.
As our workplace and community is gradually getting more diversified, it has also become
essential for us to receive cultural education. Which would undoubtedly reduce prejudice,
improve teamwork, and strengthen personal and professional relationships.

Culture is a vital aspect of communication. It shapes how people send, receive, and interpret
messages. By understanding cultural differences in verbal and nonverbal communication,
individuals can avoid misunderstandings and build stronger, more respectful connections. In
business, education, and everyday life, cultural awareness and sensitivity are keys to successful
communication. In an interconnected world, cultivating cultural intelligence is not just
beneficial—it is essential.

References

Earley, P. C., & Ang, S. (2003). Cultural intelligence: Individual interactions across cultures.
Stanford University Press.

Hall, E. T. (1976). Beyond culture. Anchor Books.

Hall, E. T. (1983). The dance of life: The other dimension of time. Anchor Books.

Lustig, M. W., & Koester, J. (2013). Intercultural competence: Interpersonal communication

across cultures (7th ed.). Pearson.

Neuliep, J. W. (2018). Intercultural communication: A contextual approach (7th ed.). SAGE

Publications.

Samovar, L. A., Porter, R. E., & McDaniel, E. R. (2010). Communication between cultures (7th
ed.). Wadsworth Cengage Learning.