The Nature of

intercultural
communication
Sudhir Soni-B25
Harshit Sarbhai-B31
Nikhil Arora-B51
 INTERCULTURAL COMMUNICATION

 Intercultural communication involves the sharing of information across

different cultures and social groups, including individuals with
different religious, social, ethnic, and educational backgrounds. It
seeks to understand the differences in how people from a variety of
cultures act, communicate, and perceive the world around them.
 Culture has a large impact on how people conduct business;
therefore, cultural implications are critical for succeeding in an
international context. Lack of cultural sensitivity in business dealings
can offend prospective or current clients, alienate employees who
work in other locations across the globe, and have a negative effect
on a company’s bottom line.
 IMPORTANCE OF INTERCULTURAL
COMMUNICATION

 Remove Cultural Barriers

 Improve Negotiation Skills
 Getting New Customers
 Increases the Opportunity
Types of Intercultural Communication

 Verbal Communication- Spoken and written language are parts of verbal

communication which must be considered highly while in intercultural
communication. Cultural factors affect verbal communication as people can
sometimes not be able to speak or write in the language of the receiver. Use
of words, dialects, accents, slang, etc. can also be different according to
their own cultures.
 Non Verbal Communication- non-verbal cues consist of communication
that occurs without words like facial expressions, hand and body movements,
eye contact, use of objects, clothing, etc. They help in making message clear
or can give the different message as well.
THANK YOU
 Examples

 For instance, Coca-Cola Company once tried to find a phonetic

equivalent of their brand to be used in China and thought of using
KeKou-KeLa. But the meaning of the terms made them change their
decision as the direct translation of those words would be “bite the
wax tadpole” or “female horse stuffed with wax”.
 In non-verbal communication also these kinds of problems might arise.
For instance, “thumbs up” sign is taken as a symbol to say okay in
most cultures but it has offending meanings in Iran, Latin America,
and some other cultures.
 Similarly, eating with hands is considered to be an accepted way to
eat in Indian culture but is taken as manner-less in many other
cultures.
Managing Intercultural Communication

 Be culturally sensitive and aware

 Gain knowledge of the culture you have to adapt
 Think of what the other person will interpret before saying
 Be aware of non-verbal cues you are giving
 Use pictures if you don’t know words to describe it
 Avoid slang and local language
 Get a feedback
 Be observant
 Be open-minded and tolerant
 Respect others culture and people
 Don’t be ethnocentric
 ENCULTURATION

Enculturation is the process by which people learn the

dynamics of their surrounding culture and acquire values and
norms appropriate or necessary in that culture and
worldviews. As part of this process, the influences that limit,
direct, or shape the individual (whether deliberately or not)
include parents, other adults, and peers. If successful,
enculturation results in competence in the language, values,
and rituals of the culture.
 ACCULTURATION

Acculturation is a process of social, psychological,

and cultural change that stems from the balancing of two
cultures while adapting to the prevailing culture of the
society. Individuals of a differing culture try to incorporate
themselves into the new more prevalent culture by
participating in aspects of the more prevalent culture, such
as their traditions, but still hold onto their original cultural
values and traditions. The effects of acculturation can be
seen at multiple levels in both the devotee of the prevailing
culture and those who are assimilating into the culture.
 ETHNOCENTRISM

Ethnocentrism is the act of judging another culture based

on preconceptions that are found in the values and
standards of one's own culture. Ethnocentric behavior
involves judging other groups relative to the preconceptions
of one's own ethnic group or culture, especially regarding
language, behavior, customs, and religion. These aspects or
categories are distinctions that define each ethnicity's
unique cultural identity.
 XENOPHOBIA

Xenophobia is the fear and distrust of that which is

perceived to be foreign or strange. Xenophobia can
involve perceptions of an ingroup towards an outgroup and
can manifest itself in suspicion of the activities of others,
and a desire to eliminate their presence to secure a
presumed purity and may relate to a fear of losing national,
ethnic or racial identity.