Cross-Cultural Communication

Chapter 9 is important in order to convey the right messages between cultures. The meanings of words, text, and nonverbal communications vary greatly from culture to culture. The process to properly convey the right message involves the 6 steps of idea, encoding, channel, receiving, decoding, and action. The idea communicated requires encoding, in which the appropriate words and symbols are identified to do so. Channeling involves of exactly what channel is used to get this message across (i.e. written verbal or non verbal). Receiving and decoding occurs on the receivers end on the basis of understanding or misunderstanding the intended message.

Obviously this process is very important for success when conducting business internationally. Two questions should always be asked when communicating messages: In light of the culture, is the objective realistic? In light of the culture, is the time frame realistic. When we talk about realistic objectives, one must refer to Geert Hofstede's cultural dimensions. By utilizing these indexes along with properly understanding how they apply from country to country, success is possible. With a realistic time frame, (this is similar to the impatient American business man) some cultures have a more relaxed perspective to deadlines. Sometimes conducting business cross-culturally can take a significantly longer amount of time. America is unlike this and businesses have strict deadlines we must follow.

The encoding stage involves many processes. This step requires determining and organizing the words, expressions, and nonverbal signals needed to communicate the message effectively. Chapter 9 talks about how using unique idioms, slang, similes, metaphors, and jargon can be a struggle to communicate. Many language have these and when trying to express them, translation becomes a big issue. Another important component to the encoding stage deals with expressions and nonverbal communication. The book talks about how some expressions we use in America, such as affection, can be perceived as highly offensive in another country. Another example is how in America and China a thumbs up gesture carries the meaning of "good" while in Australia is taken as a crude gesture. Also important is the role of formality and informality. This contains aspects such as whether to address someone by their first or last name. Understanding these subtle differences before expatriation is important.

A great way to combat the language miscommunication is by using dual-translations approach. This approach has a translator in the home country interpret and convert the message into the foreign language, and before the message is communicated, having another translator in the foreign country interpret and convert the message back in the home country's language. This strategy minimizes ambiguity of the messages intended. However, this strategy requires the selection of the proper translator. Several factors help define the effective translator: characteristics of the message itself, characteristics of the language involved, interpreter's relationship with the client, context, interpreter's skills, characteristics of the parties, and cultural norms and values. Clearly identifying the best translator for the job is not so easy.

The next step is identifying the right transmission channel stage. Deciding on the right channel can be difficult as to whether or not to choose written or verbal. Today written messages can be transmitted via mail, computer, fax, and e-mail. Oral messages can be transmitted via meetings, telephone, cell phone, and video conferencing. The biggest deciding factor when choosing the right channel is the cultural norms. Some cultures prefer written messages, while some prefer spoken. Individuals in high-context cultures, which value trust, tend to prefer spoken communication, while low-context cultures prefer written to ensure efficiency. When dealing with written communication, it is important to format and adhere to the country's norms. An example is the standard letter-size paper.

Another important concept of transmission is body language. The encompasses things like how much eye contact to use or whether to use any at all. In Asia, eye contact between subordinates and superiors can be perceived as a sign of disrespect. Western cultures would consider not using eye contact as disrespect. Body language also involves physical distance and touching, hand movements, pointing, and facial expressions.

The last stage of receiving and decoding is subject to social values and cultural variables not necessarily present to the sender. The book describes the importance of being understanding of others' cultures. If an American feels that their personal bubble has been breached when doing business in South America, but realizes that this is part of their culture; then business can be conducted effectively. A model has been developed to help with all of the steps described above. Professor Linda Beamer had facilitated developing cross-cultural communication competence in 5 steps: acknowledgement of diversity, organizing information according to stereotypes, posing questions to stereotypes, analyzing communication episodes, and generating "other culture" messages. By utilizing this strategy and executing the steps described above properly, business can be conducted successfully.