COMMUNICATION PROCESSES, PRINCIPLES AND ETHICS

Why do we to study communication? This question is often asked by students enrolled

in college. It is understandable that such a question may be asked by them since all
human beings in fact, all living creatures communicate with one another to survive. It is
a known fact communication is essential for life, a fundamental aspect of human being.
However, there is a need to understand too, that communication is not merely a
message sent from one person to another because communication does something. It
causes a result, create an atmosphere, and reveals the identity of a person his/her age ,
gender, race, or culture.

The Communication Process

The goal of communication is to convey information—and the understanding of that

information—from one person or group to another person or group. This communication
process is divided into three basic components: A sender transmits a message through
a channel to the receiver. (Figure shows a more elaborate model.) The sender first
develops an idea, which is composed into a message and then transmitted to the other
party, who interprets the message and receives meaning. Information theorists have
added somewhat more complicated language. Developing a message is known
as encoding. Interpreting the message is referred to as decoding.

The other important feature is the feedback cycle. When two people interact,
communication is rarely one‐way only. When a person receives a message, she
responds to it by giving a reply. The feedback cycle is the same as the sender‐receiver
feedback noted in Figure 1 . Otherwise, the sender can't know whether the other parties
properly interpreted the message or how they reacted to it. Feedback is especially
significant in management because a supervisor has to know how subordinates
respond to directives and plans. The manager also needs to know how work is
progressing and how employees feel about the general work situation.

The critical factor in measuring the effectiveness of communication is common

understanding. Understanding exists when all parties involved have a mutual
agreement as to not only the information, but also the meaning of the information.
Effective communication, therefore, occurs when the intended message of the sender
and the interpreted message of the receiver are one and the same. Although this should
be the goal in any communication, it is not always achieved.

The most efficient communication occurs at a minimum cost in terms of resources

expended. Time, in particular, is an important resource in the communication process.
For example, it would be virtually impossible for an instructor to take the time to
communicate individually with each student in a class about every specific topic
covered. Even if it were possible, it would be costly. This is why managers often leave
voice mail messages and interact by e‐mail rather than visit their subordinates
personally.

However, efficient time‐saving communications are not always effective. A low‐cost

approach such as an e‐mail note to a distribution list may save time, but it does not
always result in everyone getting the same meaning from the message. Without
opportunities to ask questions and clarify the message, erroneous interpretations are
possible. In addition to a poor choice of communication method, other barriers to
effective communication include noise and other physical distractions, language
problems, and failure to recognize nonverbal signals.

Sometimes communication is effective, but not efficient. A work team leader visiting
each team member individually to explain a new change in procedures may guarantee
that everyone truly understands the change, but this method may be very costly on the
leader's time. A team meeting would be more efficient. In these and other ways,
potential tradeoffs between effectiveness and efficiency occur.

Source or sender is the originator of an idea or emotion

Encoding is the translation of ideas, feelings, and thoughts that have been translated
into a code.

Decoding is the interpretation of ideas, feelings, and thoughts that have been
translated into a code

Receiver is a person or a group of persons toward whom a sender or source directs

messages and who decodes the message.
Message is the written, spoken, and unspoken elements of communication that carries
a meaning or which meaning is assigned.

Channel is the pathway or means though which messages pass between the source
and receiver.

Context is the physical, historical, and psychological communication environment.

Noise is any literal or psychological interference with the clear encoding or decoding of
a message.

Feedback is the verbal and nonverbal responses to a message. .

The Primary Principles of Communication

There are factors that determine whether a particular communication experience is

likely is to be successful or not. Every individual participating in the communication
process is affected by internal factors, interactional factors affect how information is sent
and received between two or more people, and external factors affect the extent to
which the physical environment is conducive to effective communication.
Here are the fundamental principles of Communication

1. Be aware of your communication and yourself and others.

Be conscious of your intrapersonal communication that is communication that
occurs within yourself, including your thoughts, your emotions, and your
perception of yourself and others. Realize that your own “self-talk” affects your
communication with others and your overall communication behavior.
Understand the communication behavior of others.

2. Effectively use and interpret verbal messages.

Use clear and precise words to explain ideas and concepts to others. Make
concerted effort to accurately interpret the words of others.

3. Effectively use and interpret nonverbal messages.

Use nonverbal, unspoken cues to express feelings and emotions to others and to
modify the explicit verbal message your are communicating.

4. Listen and respond thoughtfully to others.

Be other-oriented by taking special care to stop and focus on what others are
saying, to look for nonverbal cues, and to listen accurately for both the ideas and
 the major details. Be precise, accurate, and timely in providing appropriate
feedback to others.

5. Appropriately adapt messages to others.

Because of differences in culture, gender, background, and experience, it is
important to consider how other people interpret your messages and how your
interpretations of the messages of other people are affected by these
differences. Enhance message understanding, achieve your communication
ethically by appropriately adapting, editing, and shaping both what you say and
how you say it. (adapted from Beebe, A.B., Beebe, J.S. & Diana, K.I.
Communication Principles for a lifetime.)

The Ethics of Communication

Every communication has purpose which may be good or bad. Whatever the objective
is, if the message is understood and has accomplished its intended effect, but
manipulates the receiver or the listener, unfairly restricts his/her choices or uses false
information, it may be effective; however, it is not appropriate or ethical. Ethics is
defined as a belief, values and moral principles by which right or wrong is determined.
Anywhere in the world ethics and ethical behavior have been considered critical
components of human behavior.

According to communication scholars Clifford Christians and Michael Traber

(1997), every culture depends on its existence on norms that order human relationships
and social institutions. These universal norms are the beliefs and behaviors that
describe what is normal, appropriate and inappropriate. They further said there are
three universal cultural norms: (1) the value of truth, (2) respect for another person’s
dignity, and (3) the expectation that innocent should not suffer from harm.
The proponents of a universal ethical code suggest that a universal moral code is
an ideal basis for evaluating right or wrong behavior, including communication behavior.
An example of this moral code which is present in all regions of the world that provides
guidance or how people should treat others is the Golden Rule in Christianity: “Do
unto others what you would have others do unto you”

It is not only philosophy and religion that focus on ethical code. Other professions too,
have clear codes of ethics that identify appropriate and inappropriate behavior. In the
United States, for example, the National Communication Association has develop a
Credo for Communication Ethics (November 1999) to emphasize the importance of
being an ethical communicator.

An ethical communicator must be sensitive to the needs of others by giving them

the chance to choose instead of forcing people to behave in a certain way, respect their
privacy, not intentionally decreasing their feelings of self-worth, and being honest in
presenting information.
 Chapter 2

COMMUNICATION AND GLOBALIZATION

Globalization is likened to the road. The world was used to be thought of as vast,
unchartered, distant, mysterious, unfathomable, and staggering and no person had the
slightest inkling how he or she could fathom it. Today globalization has changed the way
people see the world. It has become a road people can tread to discover many possibilities
although for some this unknown road can paint terror and fear.

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As the human spirit in the past struggled to soar higher by probing unknown territories,

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climbing these highest peaks, and braving seemingly insurmountable storms, the warrior in
every man and woman championed not only the feet and hands but also the mind and heart.
Yes, globalization has finally been realized.

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US
The term ‘globalization’ is widely used to define a spectrum of scientific, economic,
linguistic, cultural, social, and political changes that have shaped the world over the past 50-
odd years. Since globalization is a complex and multifaceted phenomenon, it has been credited
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with a wide range of powers and effects. Its proponents claim that it is both ‘natural’ and an
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inevitable outcome of technological progress, and it can create positive economic and political
convergences.
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Many perspectives on globalization see it as differentiated in its effects and reception,

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culturally driven, either pre-modern or postmodern, best captured by globalist or skeptical

perspectives, and an equalizing phenomenon. However, the main goal to achieve here is how
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important globalization and communication can get in terms of learning and living.
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LEARNING OUTCOMES
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At the end of the lesson, the students will have been able to:
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1. define globalization;
2. discuss its origins and development;
3. explain its effects on communication; and,
4. argue for and against the positive effects of globalization on society.

MOTIVATION

Pair up and choose an object which can best represent globalization.

Explain how it can illustrate globalization.

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INPUT

As mentioned in the introduction, globalization is a complex phenomenon; it is the

interactive co-evolution of millions of technological, cultural, economic, social, and
environmental trends at all conceivable spatiotemporal scales. Although economic in its
structure, globalization is equally a political phenomenon, shaped by negotiations and
interactions between institutions of transnational capital, nation-states, and international
institutions. Its main driving forces are institutions of global capitalism – especially transnational
corporations – but it also needs the firm hand of states to create enabling environments for it to
take root.

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In the highly developed countries like the United States, Japan, the UK, and Germany,

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globalization is manifested. Globalization is the reason why there are Ford motors and cars of

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the US, Sony technology from Japan, House of Harrods from the UK, and Mercedes Benz and
BMW straight from Germany. Developing countries such as the Philippines, Malaysia, and

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Thailand have respective prominent and quality products in the form of coffee, fruits,

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handicrafts, and among others which truly make them globally competitive and seen. We have
to remember at all times that globalization is equated with economic growth and recognition.
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Globalization has brought about immense changes in the lives of people nowadays.
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The oyster of the world is in everyone's hands because of the pervasive and potent powers of
technology embedded in the growth and impact of the English language. With the ever-present
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and existing influences of science, medicine, and arts, the world has turned into one living
village: borderless, robust, connected, and dynamic. Cultures, traditions, beliefs, religions, and
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languages find their way into the current stream of the World Wide Web or the Internet.

Language and society always go hand-in-hand, for one cannot exist without the other.
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It has never been known to people that cultures will invariably linger and survive because of the
CP

core foundation lent by languages and people. The road to globalization is paved by all these
composite elements reflected in the working qualities, dynamics, and significances of
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languages and cultures of diversified people all over the world.

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Given the advantages and disadvantages of using social media like Twitter,
Instagram, Pinterest, Facebook, Reddit, and among others, learning other cultures,
appreciating languages, communicating with many people, utilizing e-mails, engaging in
teleconferencing, indulging in chatting, and uploading information via videos can be staggering,
addicting, and empowering. This is the time and age wherein academic papers, and linguistic
awareness may make definitive differences in the lives of educators, students, professionals,
netizens, leaders, and researchers.

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The Origins of Globalization

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Globalization has taken a long stride after its first potent spark in the heart of the once

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mighty Great Britain. It was Great Britain that started placing value on English. Who would have

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thought that Latin, Italian, Spanish, Greek, and French languages could be outshone and
outweighed by the English language? Not even those famous linguists, semanticists, and

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theorists had predicted the emergence and popularity of English. All throughout these hundreds

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of years, the spread of English proved to be phenomenal and overwhelming.

The Old World in the shape, form, and power of Great Britain seized and established
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territories and empires. It was through communication, transportation, and trade that
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globalization took its speed and presence. The great empires of Great Britain stretched from
Europe to Africa. With the regal royalties among the kings and queens alongside their massive
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military strengths, English was indeed the force to reckon with. The reversal of power,
influence, and reign occurred in the late 18th century and early 19th century when the New
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World, America, set sight of the golden opportunities. It was the undeniable display of grit,
ambition, faith, innovation, and tenacity on the part of the Americans that paved the shift of
supremacy and domination. America took pride in science, technology, medicine, and
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commerce. It was the vision and mission values of the Americans that also augmented the
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robustness and pervasiveness of English. Today, English is known to be the ‘lingua franca’ or a
universal language which is evident in the areas of education, governance, communication,
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entertainment, and business.

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http://belltimemagazine.ie/meet-the-new-communication-tools-ready-to-replace-your-e-mail/

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Globalization and Communication
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Globalization is also evidenced as a structural phenomenon of growing and interfacing
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interdependence among different countries of the world, for which the effects of a motion
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sensed at a distance has resulted in a stunning spectrum of social, economic, and cultural
changes that have shaped the world more than half a decade. Consequently, this evolution was
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galvanized by the emergence of digital breakthroughs and scientific development. The details
are well-pronounced in the continuing landscape of swift communications and more accessible
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and shareable information.

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Effects of Globalization
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According to Nikolay Daney (2017), easy access to information is a major effect of the
process of globalization. The World Health Organization, in its works focused on the cultural
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dimensions of globalization, has expressed the view that with the spread of commerce, trade,
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and businesses delivering Internet, satellite TV, and mobile services, the costs of such
information technologies drop. He expressed that the decreased price makes it easier for
people across the world to make use of the World Wide Web and the resources available.

In connection with education, there is now (what everybody takes delight in)
edutainment. The Internet has been used to bring in edutainment – an integration of education
and entertainment which is a fun way of teaching and learning.

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Entrepreneurial Marvels
Daney (2017) asserted that globalization had influenced global communication by
implementing new techniques for business conduct among workers at international
corporations. Long-distance travels are no longer necessary for business people should they
require a meeting with a partner overseas. Internet technology makes it possible to exchange
business information and conduct video conferences. Additionally, enhanced communication
allows businesses to promote their products more efficiently on the international market. This
significantly changed the business world. In his works on the matter, U.S. economist John
Thompson concludes that the advanced means of communication have enabled international
organizations to take faster and more adequate decisions in accordance with the change in

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economic, political or social climates in a particular region. For example, as described by

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Boonlert Supadhiloke, a professor of communication in Bangkok University, Thai-based

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international technology corporations use advanced communications to respond to the growing
demand for Thai-made products.

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On the other hand, Metro Iloilo is one of the premier hubs in terms of Business
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Process Outsourcing (BPO) industry or offshore outsourcing these days. In fact, there are
American companies expanding their horizons by putting up branches all over the city.
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Moreover, some Hagwon or Korean English Academies in Iloilo have gone online in place of
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tutorials, learning sessions, and classes. How illuminating the concept that Ilonggos are at par
with the world in e-commerce, e-business, and BPOs!
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Increase in Social Awareness

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It has been discussed in the relevant article, entitled “The Effects of Globalization on
Global Communication”, that the availability of information, which is a direct effect of the
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development of global communication systems, has led to an increased social awareness of

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people across the world. Information technology and networks enable them to share opinions,
views, work on projects and research different areas. These are among the main reasons why
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the process of globalization is creating a sense of a global society. For example, through the
use of communication, many students from the developing countries enroll in university
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degrees in the developed world. Education is only a single sector of the social awareness.
Other effects, like social determination, have also occurred -- the political unrest in Tunisia at
the beginning of 2011 had been inspired by opinions and political considerations shared over
the social networks available on the web.

Furthermore, Central Philippine University (CPU) ensures the remarkable powerbase

and expands the definitive scope of its International Programs Office that fosters different
linkages with other universities. Engendering better ties and pedagogical affinities with
international and goal-directed academic institutions is one of the noblest and commendable

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achievements CPU continues to aspire for. Making use of all mass media in keeping the
Centralian spirit alive has proven once and for all that one’s declarative knowledge is power. In
fact, there are many Chinese, Vietnamese, Korean, and Japanese students who come to study
under intensive and extensive programs. The concerted effort is made possible because of
linkages and collaborations. This simply shows how influential the use and usage of social
media with the aid of the Internet is.

Love in Two Worlds and Inspiration via Cyber Space

Modern and sophisticated transportation by land, sea, and sky is no longer a far-

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fetched dream to many. The truth is there are a number of ferry terminals for fast crafts that

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appear like first-rate terminals found at the airport. Such is a clear manifestation that

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globalization is at work. The same scenario goes for education programs that enable teachers
and educators become part of the cultural immersion and professional growth. Central

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Philippine University annually sends teachers as exchange faculty to several Korean
universities. One good narrative about love in two worlds is that there was once a particular
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member of the exchange program team from the Department of Languages, Mass
Communication, and Humanities who had this unforgettable romance with the loving and caring
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female Korean. That is indeed a unique by-product of globalization, too, right?
EN

On the contrary, using Cyber Space as part of more intriguing human relationships is very
UD

much ubiquitous in this modern age. In fact, students and teachers alike find their amazing
inspiration on the Internet. To illustrate, working on poems, writing essays, and conducting
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researches or studies can take colors, hues, and textures out of the magically mind-bending
streaming of data, details, and information uploaded and downloaded through the net.
Communication has never been better in this highly competitive, purpose-driven, and
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globalized world!
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The Challenge
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FO

Despite the wide range and ongoing progress, global communication fails to reach
many people in all corners of the world. One research conducted by the World Health
Organization (WHO) indicated that at least 70 percent of the majority of people in Africa have
never made a single phone call or accessed the Internet. It stressed out the urgency for a much
deeper or more thorough use of communication technologies as part and parcel of the
globalization process.

In fact, the same narrative holds true for the provinces of Iloilo. Far-flung areas or
remote barrios in many towns do not have even commercial electric power for television and
radio sets. The lack of social awareness and disconnectedness can be disheartening and
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unsettling because at the height of millennium there are people who are depraved and deprived
of the benefits and essentials shared by globalization and communication.

COMPREHENSION QUESTIONS
1. What is globalization?
2. What makes globalization a complex and multifaceted phenomenon?
3. What modern technologies may have been caused globalization to advance?
4. What changes has globalization brought into the lives of people and society?
5. How has globalization affected business and economy?
6. How has globalization changed the way people communicate with one another?

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7. What are the positive and negative effects of globalization on local society?

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ON
E
US
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EN
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ST
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CP
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FO

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 Chapter 3

LOCAL AND GLOBAL COMMUNICATION IN MULTICULTURAL SETTING

Communication is often defined as the sharing of information, ideas, and messages

between two or more people. The primary goal, of course, of communication, is to understand
the information being conveyed or shared and at the same time, also to be understood. One of
the ways successful communication can be achieved is to have the involved parties share a

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mutual knowledge of how the signs and symbols used in communication come together to

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create meaning. However, communication is not as simple as sending and receiving messages

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as it may involve interaction between people that come from different backgrounds and
cultures. More often than not, how people impart and understand a message would depend on
how they derive or inject meaning into what is being said (or not said). People read into

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information based on their knowledge of it, and their knowledge is ultimately shaped by the
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culture and environment they are in. It is important to understand that what is defined as
appropriate in terms of communication can differ from person to person or from culture to
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culture. Communicating in a culturally appropriate way would require finding ways to impart and
EN

receive messages with respect to the cultural differences between individuals involved in the
communication process. Therefore, to be able to communicate effectively in the local and
UD

global setting, one must be able to understand that there are internal and external differences
one must take into consideration before diving into the process of communication.
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LEARNING OUTCOMES
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At the end of this lesson, the students shall have been able to:
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1. define and discuss cultural diversity;

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2. discuss and define what intercultural communication is;

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3. identify ways culture can determine how information is processed;

4. compare and contrast communication in the local and global setting; and,

5. identify effective ways of communicating within the influences of individual cultures.

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 MOTIVATION

What does cross-cultural interaction look like? Look at the image

below and analyze it carefully.

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E
US
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EN
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ST

INPUT
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Effective communication is important in any interaction one gets involved in. In theory,
CP

effective communication is as simple as sending a message to a receiver, the receiver

decoding the message and understanding it and ideally, getting a response from that said
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receiver. However, effective communication is not as simple as it theoretically sounds. In fact,

FO

effective communication involves a complex understanding of how symbols and signs are
presented based on the cultures and environment of the communicators.

Look at how one communicates within the boundaries of his/her home. Despite speaking
the same language and coming from the same background and culture, members of a family
still experience miscommunication due, most likely, to differences in age, gender, and
personality or the context with which the message is interpreted.

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 Now, take that same situation and place it in a global context. Imagine one’s self-
interacting with people from different backgrounds, cultures, and languages. The opportunity
for miscommunication becomes more apparent the bigger the difference is between the
communicators’ language and culture.

What is culture?

Culture is often defined as the learned patterns and attitudes shared by a group of people
(Martin & Nakayama, 2010). According to Geert Hofstede (1984), a noted social psychologist,
culture is "the programming of the mind." He said:

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Every person carries within him or herself patterns of thinking, feeling, and

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potential acting which were learned throughout [his or her] lifetime. Much of

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[these patterns are] acquired in early childhood, because at that time a person is
most susceptible to learning and assimilating.

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Hofstede (1984) described how patterns are learned and developed through one’s day to
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day interactions with his surroundings - with his family, community, school, work, and so on
(Martin & Nakayama, 2010). Culture shapes one’s perceptions and ideas, which in turn, would
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also shape how one interacts, gives meaning to and draws meanings from the signs, symbols,
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and messages he or she may encounter every day.

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What is Intercultural Communication?

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The differences of cultures and backgrounds affect communication. In fact, culture

becomes a significant determiner of how people approach any form of communication. One’s
environment can significantly change his or her perception about certain issues in the society
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which in turn would also determine how he or she would communicate the ideas he or she may
CP

want to tackle.
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In addition, people from different backgrounds often encounter difficulties in processing

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meanings and understanding messages due to the difficulties in understanding certain factors
of communication such as language, context, and meaning. Communication problems often
occur when there is a lack of understanding about how certain cultures "work."

Ultimately, the only way to lessen miscommunication in an intercultural context is to

understand that no two individuals are alike and that every person comes from a background
that may be different from one another. It is only by observing and learning the cultures of other
people that one can possibly lessen the gap created by cultural differences.

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High-Context Cultures and Low-Context Cultures

One framework for understanding intercultural communication is the concept of high and
low context cultures. This concept refers to the values cultures place upon direct and indirect
communication (Neese, 2016).

According to scholars, high-context and low- context cultures rely on the verbal and non-
verbal cues present in the interaction to draw meaning from the message. High-context
cultures take into account the background information of the sender and receiver when
comprehending messages.

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Asian, African, Arab, central European and Latin American cultures are generally

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considered to be high-context cultures. For these cultures, they tend to put a premium on the

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relationships they have with the people they interact with. Productivity would depend on how
these relationships work within and among the members of the group. Nonverbal cues are very
important and more often control how the message is understood more than the verbal cues,

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which may be more indirect than direct (Halverson & Tirmizi, 2008).
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On the other hand, western cultures with European roots, such as the United States and
Australia, are generally considered to be low-context cultures (Neese, 2016). Contrary to high-
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context cultures, low-context cultures prefer direct over indirect communication. They may not
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put too much value on the non-verbal cues present in the communication. Relationships do not
seem to play a significant role in the communication process. Ideas and information are sent
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and received explicitly (Halverson & Tirmizi, 2008).

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Cultural differences shape how people interact and communicate with one other.
According to Carol Kinsey Goman (2011), people in Japan, a high-context culture, would rather
communicate face-to-face than over electronic devices, which are often preferred by people in
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highly-industrialized countries such as the US, UK, Germany, etc., which are considered low-
CP

context cultures. This is because the Japanese place more value on the relationships they
create and establish through communication.
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The United States can be considered as an individualistic culture (low-context) which

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emphasizes individual goals, whereas, Japan can be seen as a collectivist culture (high-
context) wherein a person defines himself based on his relationship with others (Spring, 2000).

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 Read some examples of Intercultural Communication below.

1. In Japan, for a period, the sale of Pampers diapers was not particularly promising.
After a thorough study, it was discovered that the reason for the low sale of the
Pampers diapers was based on the importance the Japanese put on gender
differences. The result was the introduction of pink diapers for girls and blue
diapers for boys.
2. The American cowboy used in the ads of cigarette brand Marlboro is often seen as
an effective symbol in most countries, except in Argentina where their concept of
a cowboy is often seen as a lower-class worker.

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The Intersection of Cultures: Multicultural Education in the United States and the

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Global Economy (Joel Spring, 2000)

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There are often misinterpretations of messages that are sent between cultures. Most

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times, these misinterpretations are a result of differences in cultural values (Spring, 2000).

Potential Areas for Misinterpretation in Intercultural Communication

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EN

According to AJ Schuler (2003), miscommunication in a cross-cultural setting can be

minimized if one is aware of the different areas wherein misinterpretation can occur. He came
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up with a list of potential hot spots in intercultural communication which more often than not,
have become areas for miscommunication. Looking into these areas and studying them before
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interacting with people from other cultures can greatly help lessen the obstacles one would
need to navigate in the communication process.
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1. Opening and closing conversations

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Different cultures have different ways of going about addressing someone in terms of
whom should be addressed first, how they should be addressed and when they can be
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addressed. Who speaks first or who closes the conversation can also differ from one culture to
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another. In some situations, addressing someone in a manner that is not common in a

particular culture can often be seen as rude and disrespectful.

2. Taking turns during conversations

There are appropriate ways of interacting with other people in all cultures. In some, turn-
taking is often welcomed whereas, in other cultures, listening and reserving comment after the
conversation is preferred. Other cultures believe that giving an immediate response can be
seen as a challenge or humiliation.

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3. Interrupting

In some culture, interruption during a conversation can be acceptable especially when it is

within the context of the interaction. However, in other cultures interrupting in the middle of a
conversation, regardless of the point being made, can be viewed as impolite.

4. Using silence

The use of silence and the amount of silence in communication can be interpreted in
many ways depending on the culture in which one is interacting. In some cases, silence before
a response to a conversation would give the impression of thoughtfulness and consideration to

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the first speaker. On the other hand, silence can also come off as a sign of hostility or
indifference to others.

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5. Using appropriate topics of conversation

Appropriateness of topics could largely depend on the situation one is in, and the culture

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one belongs to. In some cultures, talking about money can be seen as unethical and
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embarrassing. In other cultures, however, one can easily talk and ask about how much a
person earns. In Asian cultures, talking about family issues with those who are not part of the
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family can be construed as inappropriate. Many Asian cultures protect family issues fiercely.
EN

Appropriateness of topics to discuss is not only determined by where one is from but also by
their religion, educational background, etc.
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6. Using humor
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In Western culture, humor is often used as an icebreaker in communication to help

establish rapport with others. In some ways, humor is used to make an atmosphere less stifling
and more relaxed. In other cultures and situations, however, using humor in a conversation
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may seem disrespectful.

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7. Knowing how much to say

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Knowing how much to say and when to say it can also determine the success of
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communication. Many people from Western cultures prefer communicating in a straight-to-the-

point manner; whereas, those from Asian cultures are less confrontational, thereby utilizing a
more indirect approach in discussing certain matters.

8. Sequencing elements during a conversation

When to say things is as important as what one says and how one says things. A speaker
should always consider the timing in which he or she should introduce a topic, negotiate, or ask
for directions. Often, people struggle about when they should change direction in terms of the
conversation or how far into the conversation would it be appropriate to ask questions.

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 It is important to note, however, that culture being mentioned here is not merely limited to
geographics. Cultural differences may also be determined by gender, age, religion, education,
position, political affiliations, and so on. For example, some religions would strongly define the
roles of men and women within the society which would, in turn, dictate how they interact with
people of the opposite sex.

Intercultural communication is an ever-evolving process. As cultures continue to grow,

morph, adapt and interact with each other, how people communicate will continue to change
over time. As technology and travel continue to make access to the rest of the world easier and
more convenient, it is important to understand that differences in culture should be studied to
allow for better communication and interaction among the members of the global community.

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No culture is better than the other, and no culture is perfect. It is only when people understand

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this that they can learn to adapt and interact with one another in a harmonious level.

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COMPREHENSION QUESTIONS

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1. How would you define intercultural communication?

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2. How can culture affect the way people communicate with each other?
3. Compare the differences in communication between high-context cultures and low-
context cultures.
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4. How can one avoid or lessen opportunities for miscommunication in a multicultural level?
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