Module 3

Social cognition
• Social cognition, which involves how we perceive, interpret, and react
to social information, is significantly influenced by social factors like
gender, culture, and social perceptions. These factors shape our
understanding of social situations and how we communicate with
others
Cross-Cultural Communication
• The world is shrinking thanks to technology and travel, we're constantly
interacting with people from different backgrounds
• But have you ever stumbled trying to communicate with someone from
another culture
• Today we're diving into the world of cross-cultural communication
• Culture is a unique bridge connecting each of us, it's built from shared
beliefs, values, customs, and the way we communicate
• These bridges influence everything from how we speak to how we greet
each other
• Take greetings for instance –a firm handshake might be the norm in New
York, but, in Soul, a respectful bow is more appropriate
• Eye contact is another fascinating area of non-verbal communication
• In Western cultures strong eye contact is often seen as a sign of confidence,
honesty, and attentiveness. Making eye contact shows you're engaged in the
conversation and listening actively, but in some Asian cultures, prolonged
eye contact can be considered disrespectful, especially towards elders or
people of higher social status. It's more about showing respect through
attentiveness and listening without staring directly
• So, while maintaining eye contact is important in many situations,
remember, context is key
• Communication Styles can vary greatly across cultures.
• In low-context cultures like Germany or Scandinavia, communication tends
to be direct and explicit people value clear concise language and get straight
to the point,
• In high-context cultures like China or Japan, communication is more
indirect and relies heavily on context and non-verbal cues, here harmony
and avoiding confrontation are important so, messages might be delivered
more subtly with indirect suggestions or carefully chosen phrases
• High Context Culture:- Cultures that rely heavily on non-verbal and
subtle situational cues in communication.
• Low Context Culture:- Cultures that rely heavily on words to convey
meaning in communication.
• Words are just one piece of the puzzle
• Non-verbal cues are like a hidden language, too.
• a thumbs up might signal good job in most places, but, in Iran, it's
considered rude
• Personal space is another cultural dance
• People in Latin cultures might stand closer during conversations while
those in Scandinavian cultures prefer more distance
• These differences can lead to misunderstandings
• Imagine mistaking a friendly pad on the back for disrespect or
interpreting silence as boredom
• Sometimes we fall into stereotypes assuming things about someone
based solely on their culture
• And the worst culprit ethnocentrism- that is believing your culture is
superior to others
Different Cultural Barriers in
cross-cultural communication
• Language (Semantic): Language is considered as the most crucial barrier in cross-cultural communication. Since
verbal communication is important in every context, the understandings of the meaning of words are also important. The language
barrier occurs not only because of differences in language but also in the forms of a variety of dialects. The examples are of Chinese and
Russian language where different dialects are used in several parts of the country. If one communicator is not aware of the exact
meaning, it will create misunderstanding and lead to a conflict of ideas.
• Cultural norms and values: Each culture hold its own values, meaning and norms different from another. This
difference is caused because of truth, belief and judgment through which they acquired knowledge about society and culture. For
example, in eastern countries like India, Pakistan, Srilanka the meaning of physical proximity is different from that in western
countries. In western culture, people share physical proximity or closeness only with the persons whom they know. This is the reason
we can find a calm and quiet environment in public transportation in western countries. On contradictory, we can find a huge, crowded
environment in Indian suburban and metro rail transports.
Different Cultural Barriers in
cross-cultural communication :-
• Stereotypes: Stereotypes are any negative image or preconceived notions
on a particular community and identity. These are created through mass
media and their content agenda.
• For example, the status of transgender is considered in the different level of
standard in various cultures. Same like the role and respect for women also
varies from culture to culture. In social psychological viewpoint, positive
stereotypes are also considered as the cultural barrier. It is representation
of a particular group of people or culture in a positive way. This may be
different from reality. The positive stereotypes create frames of reference in
the mind of people in cultural context. For example, it is considered as
people in Italy are having a great interest in art. This might be true in some
sense since Italy was gone through various art movements. But if a
foreigner visits Italy and interact the Italians with that mindset, he may find
it difficult to encounter the reality.
Different Cultural Barriers in cross-cultural
communication :-
• Values and Beliefs: The differences in values and beliefs in cultures also create a barrier in communication. The
difference in the level of acceptability in cultures is an example. The reasons behind these are influenced by religion,
political environment or epistemology. Value is ‘a type of belief that is centrally located within one’s total belief
system’. Values tell us about people’s behaviour. Values may be explicit (stated overtly in a value judgement) or
implicitly (inferred from nonverbal behaviour), and they may be individually held or seen as a part of a cultural
pattern or system. Every country has numerous religions practised by its people. So, the differences in their values
and beliefs are also an example of cultural barriers.
• Body language and gestures: Body language and gestures are another elements of the cultural barrier. It is
impossible to communicate without body language and gestures. It provides meaning and justification for
communication. In conservative societies like Arab and African countries, greeting opposite gender by shaking hands
or hugging is considered as ill-manner or even moral crime. But in the western world it is common practice to shake
hands while we meet people.
How to become a cross-cultural
communication expert
• First, be aware of your own cultural biases, we all have them
• Second, do your research, learn about the cultures you'll be interacting with
• Third, become an active listener, pay close attention to both what's said and
what's not said
• Fourth, speak clearly and simply, avoid slang and jargon
• Fifth, patience is key, give people time to process information and respond
• Sixth, humor can be tricky, what's funny in one culture might be offensive in
another
• Seventh, respect is universal, show appreciation for different customs and
traditions
By mastering these skills you'll unlock a world of benefits:
• stronger relationships and better collaboration
• creative ideas sparked by diverse perspectives
• booming business opportunities in a global market
• most importantly you'll promote tolerance and understanding
• building bridges of connection instead of walls of misunderstanding
•Scenario I (Cultural Perspective): During a multinational video conference, a participant from a high-context culture (e.g.,

Japan) remains silent for a significant portion of the discussion.

• Participant from a high-context culture might understand the silence as a respectful way of listening intently and
processing information before speaking.
• Participant from a low-context culture (e.g., the United States) might interpret the same silence as disinterest,
confusion, or even disagreement.
•Scenario II (Feedback): A manager gives feedback to two different employees about their recent project presentations. The

manager says, “Your presentation had a lot of detailed information.”

• Employee A (with high self-esteem and a positive outlook) might interpret this as praise for thorough research and
preparation.
• Employee B (with lower self-confidence or previous negative experiences) might interpret the same comment as
criticism that the presentation was overly detailed and hard to follow.
“Email Tone Misinterpretation”

• Scenario: A supervisor sends an email to a team member saying, “Please see me in my office at your earliest convenience.”
• Team Member A, who is anxious about workplace stability, might interpret this as an ominous sign, possibly about
job performance or impending layoffs.
• Team Member B, who has a secure and open relationship with the supervisor, might interpret it as an invitation for a
routine check-in or discussion about new opportunities.

“Interpretation of Non-Verbal Cues”

• Scenario: A speaker at a conference smiles frequently during their presentation.

• Audience Member A (from a culture where smiling is a sign of warmth and friendliness) interprets the smiles as the
speaker being approachable and passionate about the topic.
• Audience Member B (from a culture where excessive smiling is viewed with suspicion or as lacking seriousness)
might interpret the same behaviour as the speaker being unprofessional or not taking the subject matter seriously.
Language and Gender
• Language shapes our reality; it's the lens through which we view the
world and ourselves
• It conveys our identity, our intentions, our emotions and even our
beliefs
• Language and Gender-This is an area that explores how language
reflects, reinforces and sometimes challenges gender norms and
expectations in society.
Let's consider two main questions
• first how does language reveal and reinforce gender roles and
• second how do individuals use language to express and negotiate their gender identities

• One of the first question questions that arises in this field is whether men and women use language differently
• In the 1970s sociolinguist Robin Lakoff proposed that women use a distinct style of speaking that reflects their subordinate
position in society
• According to Lakoff, women are more likely to use Hedges like sort of, kind of, or maybe
• Women might also use Tag questions like saying, “It’s cold in here, isn’t it?”
• This speech style often described as a woman's language reflects an attempt to be polite non-confrontational and
deferential
• For instance, if two people are in a meeting, a woman might say “I feel like maybe we could try a different approach” while,
a man might say “let's go in a different direction”
• Lakoff argued that women's language tends to show insecurity and a lack of assertiveness partly because society often punishes
women for speaking confidently
• This style of speaking reinforces traditional gender roles where women are expected to be nurturing and accommodating
while men are seen as more assertive and direct
• However, the idea of women's language has faced criticism, critics argue that these differences in
language are not inherently about gender but about power dynamics
• For example, in cultures where women hold higher social status, they may speak more directly
• This has led to a broader theory in Sociolinguistics called the dominance approach which argues that-
Linguistic differences between men and women reflect social inequalities rather than inherent
gender differences
• The way language reflects gender roles varies across cultures
• For example in Arabic speaking countries differences between men's and women’s languages are
influenced by cultural expectations and social structures
• In some dialects men and women may use different vocabulary to discuss emotions often due to
societal norms about masculinity and femininity
• Men may avoid expressing emotions explicitly while women might have more linguistic freedom to
do so, though this varies significantly by region and social context
• Language not only reflects gender roles but can also reinforce stereotypes
• In English, many commonly used phrases and expressions are gendered in ways that reveal underlying biases
• For example, consider the words used to describe men and women in leadership roles
• a woman might be described as bossy, shrill, or emotional, whereas a man in a similar position might be seen as assertive,
confident, or passionate
• These word choices may seem subtle but they carry significant implications
• When a woman is labeled bossy for exhibiting the same behavior a man might show it reinforces the stereotype that women
should be accommodating and gentle rather than authoritative
• This linguistic bias can contribute to what's known as linguistic sexism, where language reinforces unequal power dynamics
between men and women
• Another example can be found in the gender terms we use for professionals
• Think about how we often specify female doctor or male nurse, we are reinforcing the idea that some jobs are meant for one
gender over the other, even terms like firemen and policemen have historically reinforced male dominance in certain professions
• Though today there's a push to use gender-neutral terms like firefighter and police officer, to promote inclusivity
• Another key concept in language and gender is pragmatics or the study of how language is used in
context
• Research shows that women and men often have different conversational styles which can be seen as
differences in pragmatic strategies
• For example, studies indicate that women are more likely to use backchanneling such as nodding or
saying uh-huh, during conversation to show that they are actively listening
• Men, on the other hand, might view these cues as interruptions and may prefer to have fewer
interruptions in a conversation
• These conversational styles can lead to misunderstandings
• Imagine a mixed-gender meeting where a woman frequently uses backchanneling to show support,
the men in the room might interpret her interjections as a lack of confidence or as unnecessary
interruptions, which could affect her credibility in their eyes
• This dynamic reveals how conversational styles can impact gender perceptions in professional and
social settings
• Another interesting example is the concept of mansplaining
• This is when a man explains something to a woman in a
condescending or oversimplified way, often assuming she lacks
knowledge
• Mansplaining has become a popular term to describe a phenomenon
that many women experience regularly, especially in fields, where
men are typically seen as the experts
• By labeling this behavior society is acknowledging and
challenging and imbalancing conversational power
• In recent years, we've also seen a shift in how people use language to express
their gender identities
• As awareness of non-binary and gender fluid identities grows, many individuals
are choosing pronouns that best reflect their identity
• This is especially significant in languages like English where they/them has been
adopted as a singular pronoun for people who don't identify strictly as male or
female
• This shift in pronoun usage is a powerful example of how language can evolve to
include new understandings of gender
• By adopting non-binary pronouns, individuals challenge the binary framework of
he and she and promote a more inclusive language
• For example, rather than saying if a student wants to submit his or her paper,
he or she should email it. Many institutions now encourage, if a student wants
to submit their paper, they should email it
• Language not only reflects gender but also serves as a tool for social change
• In recent years there has been a push to make language more inclusive by
addressing gender terms
• For example, phrases like ladies and gentlemen are being replaced with everyone
or folks in public announcements
• This shift is about recognizing and respecting the diversity of gender identities
in society
• Additionally, media and advertising have begun using more inclusive language to
challenge traditional gender roles
• Companies are now more cautious with gendered language, opting for neutral
terms and avoiding stereotypes, to appeal to a broader more diverse audience
• This change in media language signals a broader societal shift towards
inclusivity
• So, in conclusion, as a society evolves, so does Language
• By using inclusive language, avoiding stereotypes, and recognizing
diverse gender identities we have the power to make language a
force for positive social change
• Whether in our everyday interactions or through systemic changes in
media and institutions, language can help create a more inclusive
world for everyone