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• Globalization is the communication and assimilation

among individuals, ethnicities, races, institutions,


governments of various nations supported by technology
and compelled by international trade. Due to globalization,
you become more exposed to diversity – the valuing of
the uniqueness or differences in gender preference, color,
age, religious affiliation, ethnicity, education, social and
economic status and political beliefs (Wakat, et.al., 2018).
While the dream of a global village holds great
promise, the reality is that diverse people have diverse
opinions, values, and beliefs that clash and too often
result in violence. Only through intercultural
communication can such conflict be managed and
reduced (Neuliep, 2006).
But culture is more a human phenomenon than a
geographic one. And while geography certainly affects
how people live within a particular culture, the people,
more than the geography, are what constitute culture. So
when you think of culture, think about the people. That
being said, it is also important to understand that
cultures of people are not static, but rather dynamic. This
means that cultures change; they are fluid, always
moving (Neulip, 2015).
• Culture may be low and high which demonstrates the
magnitude and degree of how a person affiliates the self.
• There is no such thing as a pure individualistic or collectivistic
culture.
• Individualistic cultures focus on individual goals. It also aims to
benefit the individual since every person is seen as unique with
distinct talents and potential, thereby enabling them to hone
their creativity, develop independence, and confidence.
• Collectivism is the assumption that groups blend well by
serving the in-group (family, neighbors, or occupational
groups). People are not viewed as isolated individuals but
rather they are identified by their membership.
Types of
Cultural Orientation
• Horizontal individualism speaks of an autonomous self that
values the individual more and independence is being
highlighted.
• Vertical individualism values the autonomous self by seeing
it as different and unequal to others. It also emphasizes
status and competition.
Horizontal collectivism notes the self as a member of an in-group
sharing the same values and interests. The self is reliant and
equality is expected.
Vertical collectivism believes that the self is an integral part of the
in-group even if the members are different from the other. It also
specifies the group’s interdependence and inequality (Neuliep,2015).
The cultural, micro-cultural and environmental contexts
surround the communicators, whose socio-relational
context is defined by the exchange of verbal and nonverbal
messages are encoded and decoded within each
interactant’s perceptual context (Neuliep, 2006).
Globalization is not the only thing influencing events in
the world today, but to the extent that there is a North
Star and a worldwide shaping force, it is this system.
-Thomas Friedman (1999 cited from Kluver, 2006) in
The Lexus and the Olive Tree
Globalization may be seen as an interconnectedness of
economic relationships, political units as well as digital
networks. As such, technology and other social
networks have transformed the economic and social
relationships breaking cultural barriers. Henceforth,
cultural and civic discourse will mold information and
communication technologies (Sygaco, 2018).
Fundamental Assumptions
about Intercultural
Communication (Neuliep,
2006)
• Messages relayed are not usually the messages received.
• A nonverbal act between individuals
• Involvement of style in communication among speakers
• Group phenomenon experienced and shared by
individuals
• A circuitous of adaptation and stress
Cultural Issues Affecting
Communication
1. Cultural identity
2. Racial identity
3. Ethnic identity
4. Gender roles
5. Individual personalities
6. Social class
7. Age identity
8. Role identity
Cultural Identity
Values and attitudes can have an impact on
communication across cultures because each person’s
norms and practices will often be different and may
possibly clash with those of co-workers.
Racial identity
Refers to how one’s membership to a particular race
affects with co-workers of different races.
Ethnic identity
Ethnic identity highlights the role ethnicity plans in how
two co-workers from different cultures interact with one
another.
Gender roles
Communication between members of different cultures is
affected by how different societies view the roles of men
and women.
Individual identity
This means that how a person communicates with others
from other cultures depends on his own unique personality
traits and how he esteems himself.
Social Class
This refers to the level of society that a person was born
into or references when determining who she wants to
be and how she will act accordingly.
Age Identity
This refers to how members of different age groups
interact with one another.
Roles identity
The roles identity factor refers to the different roles a
person plays in his or her life including their roles as a
husband or wife, father, mother, or child, employer or
employee, and so forth.
Impact of Communication
in
Society and the World
WIRELESS TECHNOLOGY…
•Health care distribution
•Rescue missions
•Protecting the environment
•Companies worldwide transact business
•Capable of being a potential news reporter
•Revolutionize and create social change
Global Issues Affecting
Communication
1. The Issue of Face to Face Communication

Face to face “is the method that humans have been


using for as long as time,” Sebastian Bailey,
president and co-founder of corporate consulting
and training company , Mind Gym, Inc., wrote via e-
mail to SHRM online.
However, for large companies with offices in multiple
locations, face-to-face communication is not always
feasible.

“The best (intranet websites) allow for basic employee


information to be entered, such as name, organizational
reports, location, contact information and a photo,”
Manzano, a society for Human Resource Management
member, explained.

Evelyn Castillo-Bach, founder of Miami-based UmeNow,


said she conducts 99.9 percent of her communication with
clients worldwide via chat, email, and Skype and describes
the results as outstanding.
2. The Issue on Social Network

Towers Watson and Company (2011) found in their


studies that more companies worldwide are embracing
social networking sites like Facebook, Twitter, and
LinkedIn to facilitate employee communication better.
3. The Issue on Culturally Competent Workers

Neal Goodman, Ph.D. president of Global Dynamics,


Inc., a cross-cultural training firm, said that technology
tends to race ahead of social norms. He added that it
hides cultural differences between employees.

The solution, Goodman explained, is to train all


employees, not just managers and CEOS who travel
overseas to be “culturally competent.”
English as a global
language (Crystal, 2003)
• “The History of English in Ten Minutes”:
https://www.youtube.com/watch?v=H3r9bOkYW9s
• The Story of English (McCrum, et.al., 1986)
http://articles.chicagotribune.com/1986-09-07/features/
8603070293_1_official-language-mother-tongue-speak
• David Crystal-World Englishes:
https://www.youtube.com/watch?v=2_q9b9YqGRY
Aspect American English (US) British English (UK)

Punctuation She said, “I’ll be at work by 8 am.” She said, I’ll be at work

Date February 19, 2019 19 February 2019

Spelling Center, color, organize, program Centre, colour, organise, programme

Words Elevator, pants, diaper Lift, trousers, nappy

Expression/local idiom ruffled feathers (agitated) Knickers in a twist (agitated))

Grammar Do you have that book? Have you got that book?

Pronunciation Vase /vas/ - sounds like VEYZ Vase / va:z/] – sounds like VAHZ
Culturally Sensitive and Bias-
Free Language
(Uychoco&Santos, 2018)
• Race and ethnicity
• Gender and sexual orientation
• Social class
• Age
• Disabilities
Race and Ethnicity
• Racism is a form of discrimination against a person or
persons of a different race. In general, it is best to
avoid identifying people by race or ethnic group. Race
is an emotionally charged topic, so it is best to tread
carefully with the language used and to refer to race,
as Patricia Arinto (2009) asserts in English for the
Professions, “only if it is relevant to what you have to
say.” Words that reinforce stereotypes and that imply
all people of a particular race or ethnic group are the
same should be avoided. For example, although the
assessment is positive in the sentence…
“Naturally, the Asian students won the math contest.”

The word “naturally” reinforces the stereotype or


generalization that Asians have superior aptitude in
math.

2. Next, one must be attuned to the current terminology


by which racial and ethnic groups refer to themselves.
This may be done by reading national newspapers and
watching television news, which typically are good
indicators of current and preferred usage.
According to Kitty Locker and Donna Kienzler (2013), one
should “refer to a group by the term it prefers,” which
means some research is required to find out about
acceptable and preferred terms. For example, for a long
time, “Native American” has been considered the
politically correct term for the indigenous people of the
Americas, over the label “Red Indian.” But today, most
Native American people prefer to be referred to by their
specific nation or tribe. In the Philippine context, there
have been shifts in the preferences for terms that Filipinos
of Chinese ancestry use to describe their identity: from
Tsino, to Chinoy, to Filipino Chinese.
It is also important to be sensitive to religion when
referring to various ethnic groups. Assumptions should
not be made that stereotype a race, nationality, or
ethnic group with a specific religion. For example, not
all Arabs are Muslims, not all Indians are Buddhists,
and not all Filipinos are Roman Catholics.
Gender and Sexual
Orientation
• Sexism refers to the prejudice and discrimination
based on sex or gender.
• To be inclusive of all people in general references,
one should favor gender-neutral words and phrases
over gender-biased words.
• Pronouns may also be gender-biased. It can be
avoided by a) dropping pronouns that signify gender
and restating the sentence, b) changing to plural
construction, and c) replacing masculine or feminine
pronouns with “one” or “you.”
Rather than (x) One can say (/)
Man-made Manufactured, synthetic,
artificial
Layman’s terms Ordinary terms
chairman chairperson
stewardess Flight attendant
manpower labor
Male nurse nurse
Woman lawyer lawyer
Gender-biased
example: Each
student should submit
his term paper by
Monday.
Restatement Each student should submit
a term paper by Monday.

Plural construction Students should submit


their term papers by
Monday.
Use of “you” You should hand in your
term paper by Monday.
• Other gender-related terms may have to do with gender
orientation or sexual orientation. It is important to be
sensitive to new attitudes about homosexual,
transsexual, and transgender people. For example, most
gay people prefer the term “gay” to the more clinical
“homosexual” as a label. “Lesbian” is currently the term
preferred by gay women. Transgender people prefer to
be referred to as being the gender they identify as, not
their birth gender. Again, as a matter of principle, one
should refer to societal groups in the way that members
of these groups prefer to be referred to. Note also that
terminology in this area is developing, and that not
everyone agrees.
Social Class
• Class discrimination or classism is a form of prejudice
against a person or people because of their social class.
An example of language with a bias against class is the
American term “white trash” which is not only a racial
slur but a classist one that refers to white people,
usually from the rural Southern United States, coming
from a lower social class inside the white population.
The term is negative not just because of the words that
comprise it but because of its connotation of danger;
white trash people are seen as criminal, unpredictable,
and without respect for authority.
• In the United States and other cultures, there may also be a
kind of classism against those who are economically
privileged. The rich are sometimes referred to by the
derogatory terms “preppie” and “yuppie,” both of which
connote not just wealth but arrogance.
• There are examples from Philippine culture as well, in the
informal terms “conyo” and “jologs,” both derogatory terms
referring to class. The first, used to describe young people
from the upper class who speak an idiosyncratic mix of
English and Tagalog, connotes vanity and consciousness
about social status. The second, now perhaps replaced by the
term “jejemon,” as used in reference to an idiosyncratic
spelling or writing style, us used to describe persons who look
poor and out of style.
In the Philippines,
“informal settlers”
is now the more • Classism may also appear even in more formal
politically correct terminology. Sociologist/Activist Betsy Leondar-
term for “squatters.” Wright, argues in a video interview that classist terms
“attribute favorable traits to the wealthy and
powerful” and “those in poverty or near-poverty are
similarly cast in a negative light” (Classism Exposed,
2014). A more sensitive vocabulary uses terms that
more precisely portray the actual circumstances of
people within the class structure. For example, instead
of the “owning class,” one can use “the upper class”
or the “privileged class,” and instead of “the
underclass,” one can say the “less privileged” or
describe a condition of “chronic poverty.”
Age
• Ageism is a form of discrimination against other people
because of their age, or assuming that older people
are less physically, intellectually, or emotionally able
than other age groups. The capabilities of younger
people should also not be underestimated on the basis
of their age. Again, it is important to refer to a
person’s age only when that information is pertinent
to what is being discussed. When referring to a generic
group, one should also ask their subjects what
wordings they prefer. Do they wish to be called “older
persons” or “senior citizens”? Do they prefer the label
“youths,” “teenagers,” or “young people”?
• Lastly, according to The American Psychological
Association, writers should be specific when referring
to males and females in terms of their age: females 18
years or older are women, not girls. “Girls” refers to
those in high school or younger (under 18). The same
is true for “boys” and “man.”
Disabilities
• Discrimination in this area often arises because of lack of
understanding and awareness. Therefore, first, it is
important to distinguish some terms that are mistakenly
understood to be synonymous. Various guides on bias-free
communication and often-confused terminology are
available online. One example is “A Guide ot Bias-Free
Communications,” published by the University of
Wisconsin-Madison. It defines the terms “impairment,”
“disability,” and “handicap” as, respectively, 1) “a
physiological condition,” 2) “the consequence of an
impairment” which “may or may not be handicapping,”
and 3) “the social implication of a disability; a condition
or barrier imposed by society, the environment or
oneself.” Thus, according to these definitions, a “limp” is
an impairment in which a leg or foot is damaged or stiff.
A disability that may result from arthritis is difficulty in
walking, or walking unevenly and haltingly. People who
limp may be handicapped by having to climb stairs in
buildings with no elevators. Other guides from other
cultural contexts may provide different definitions and
examples; it is essential when writing to do research on
these definitions.
• Finally, when referring to people with disabilities, the
focus should be on the person, not the condition
(Arinto, 2009). In Patricia Arinto’s English for
Professions (2009), she advises writers to avoid hurtful
expressions such as “retards” or even the seemingly
neutral description “the mentally retarded” and to use
instead “people with mental retardation.” Similarly,
instead of “the blind” and “cancer patients,” one
should instead use “people with vision impairments”
and “people being treated for cancer,” respectively.
These examples demonstrate the importance of
identity-first language or the importance of putting the
person or people first.
• Disability first: The blind student used a special
keyboard during the exam.
• Person first: The student, who is visually impaired,
used a special keyboard during the exam.
• Next, Arinto (2009) suggests considering the negative
implications of usages such as “confined to a
wheelchair” and “AIDS victim.” For the former, one
should instead write or say “uses a wheelchair” because
wheelchairs enable people to escape confinement,
while for the latter one should use “person with AIDS”
as someone who can acquire a disease without being
victimized by it.
• Arinto (2009) also notes that the word “abnormal” may
be replaced with “atypical” because “people who have
disabilities are atypical but not necessarily abnormal.”
These latter examples demonstrate the importance of
not representing people with disabilities as unfortunate,
limited, and helpless victims.
Strategies to become an
effective global
communicator (Krizan,
2014)
• Review communication principles
• Analyze the message receiver.
• Be open to an accepting of other cultures.
• Learn about cultures and apply what is learned.
• Consider language needs.
Thank you!

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