topic: intercultural communication
lecture 1
what is culture?
‘the collective programming of the mind distinguishing the members of one group or
category of people from others’
‘culture is communication, and communication is culture’
‘a system of shared beliefs, values, customs, behaviors, and artifacts that the members of
a society use to cope iwth their world and with one another, and that are transmitted from
generation to generation through learning’
culture is complex and learned
intercultural communication is vital in our globalized world
key characteristics of culture
1. learned: not innate; acquired through socialization
2. shared: connects members of a group
3. dynamic: changes over time; not static
4. systemic: expressed through language, rituals, objects, etc.
5. often invisible: we may not be aware of our own cultural ‘lens’ until we encounter others
timeline of key Intercultural Communication Theories
A Developing Field: Understanding how communication varies across cultures has
evolved.
Key Milestones & Theorists:
1950s-1970s: Edward T. Hall – The "Founding Father"
Pioneered the field, working with US Foreign Service.
topic: intercultural communication 1
, Key Concepts: High-Context vs. Low-Context Cultures, Proxemics (space),
Chronemics (time).
Focus today: High/Low Context
1970s-1980s (and beyond): Geert Hofstede – Cultural Dimensions
Landmark IBM studies.
Identified dimensions of national culture (e.g., Individualism, Power Distance).
Highly influential, though also critiqued. (De Mooij & Hofstede, 2010)
Focus today: Hofstede's Dimensions
1990s: Fons Trompenaars & Charles Hampden-Turner – 7 Dimensions
Expanded on Hofstede's work, focusing on business contexts.
We'll touch on this later.
1990s: Harry C. Triandis – Individualism & Collectivism
Deepened the understanding of individualism and collectivism, adding
concepts like "vertical" and "horizontal" dimensions.
2000s: project GLOBE (global leadership and organizational behavior effectiveness)
large-scale study across many cultures
expanded on Hofstede’s dimensions, looking at practices (’as is’) and values
(’should be’) (House et al., 2010)
2020s & Beyond: contemporary issues
focus on communication competencies, culture’s role in sustainable
development (SDGs), digital intercultural communication, intersectionality.
(Arirguzoh, 2022)
national culture
hall’s high-context vs. low-context cultures
high/low context theory offers a foundational way to understand cultural differences in
communication
topic: intercultural communication 2
, The amount of information that is explicitly stated in a message versus what is already
understood by the communicators.
high-context cultures low-context cultures
information often implicit, in the information explicitly stated in words
context, or internalized in the person
emphasis on directness, clarity, facts
emphasis on non-verbal cues,
what is said = what is meant
relationships, shared history, status
tasks & individual achievements may
messages often indirect; reading
be prioritized over relationships
between the lines is expected
long-term relationships are valued
feature high-context communication low-context communication
clarity indirect, subtle, nuanced direct.explicit, precise
non-verbal cues, shared
reliance on verbal message, written word
understanding
disagreement expressed subtly, to save face expressed directly, openly
detailed, specific, legally
contracts less detailed, relationship is key
binding
may take longer, trust-building
‘getting to yes’ faster, focus on deal points
crucial
feedback often indirect, positive first more direct, can be critical
kim, pan & park (1998): compared Chinese (HC), Korean (HC) and American (LC) cultures.
significant differences in communication styles
koreans more likely to use indirect communication strategies
americans more likely to use direct communication strategies
emphasis on ‘face-saving’ in HC cultures influences communication
topic: intercultural communication 3
, practical implications of h/l context
marketing & advertising: adapting campaigns for HC or LC markets can be crucial for
effectiveness
business negotiations: HC cultures may prioritize relationship-building before business;
LC may want to get straight to the point
teamwork: misunderstandings can arise from differing communication styles regarding
directness, feedback and conflict
public relations: crafting press releases or managing crises requires different approaches
digital communication: are emojis and visual cues more important in HC online
interactions? is detailed FAQ more critical for LC?
‘a culture-literate communicator can reduce miscommunication arising from a low
appreciation of cultural differences…’
low-context advertising
focus: product features, benefits, price, direct comparisons
message: explicit, with clear calls to action (”Buy now!”)
information: lots of text, specifications, facts and figures
goal: provide information for a rational decision
high-context advertising
focus: mood, atmosphere, aesthetics, symbolism
message:often indirect, relying on visuals and emotional connection
celebrity endorsers: may focus on their status and trustworthiness (building relationship
with the brand)
goal: build trust, show understanding of values
topic: intercultural communication 4
lecture 1
what is culture?
‘the collective programming of the mind distinguishing the members of one group or
category of people from others’
‘culture is communication, and communication is culture’
‘a system of shared beliefs, values, customs, behaviors, and artifacts that the members of
a society use to cope iwth their world and with one another, and that are transmitted from
generation to generation through learning’
culture is complex and learned
intercultural communication is vital in our globalized world
key characteristics of culture
1. learned: not innate; acquired through socialization
2. shared: connects members of a group
3. dynamic: changes over time; not static
4. systemic: expressed through language, rituals, objects, etc.
5. often invisible: we may not be aware of our own cultural ‘lens’ until we encounter others
timeline of key Intercultural Communication Theories
A Developing Field: Understanding how communication varies across cultures has
evolved.
Key Milestones & Theorists:
1950s-1970s: Edward T. Hall – The "Founding Father"
Pioneered the field, working with US Foreign Service.
topic: intercultural communication 1
, Key Concepts: High-Context vs. Low-Context Cultures, Proxemics (space),
Chronemics (time).
Focus today: High/Low Context
1970s-1980s (and beyond): Geert Hofstede – Cultural Dimensions
Landmark IBM studies.
Identified dimensions of national culture (e.g., Individualism, Power Distance).
Highly influential, though also critiqued. (De Mooij & Hofstede, 2010)
Focus today: Hofstede's Dimensions
1990s: Fons Trompenaars & Charles Hampden-Turner – 7 Dimensions
Expanded on Hofstede's work, focusing on business contexts.
We'll touch on this later.
1990s: Harry C. Triandis – Individualism & Collectivism
Deepened the understanding of individualism and collectivism, adding
concepts like "vertical" and "horizontal" dimensions.
2000s: project GLOBE (global leadership and organizational behavior effectiveness)
large-scale study across many cultures
expanded on Hofstede’s dimensions, looking at practices (’as is’) and values
(’should be’) (House et al., 2010)
2020s & Beyond: contemporary issues
focus on communication competencies, culture’s role in sustainable
development (SDGs), digital intercultural communication, intersectionality.
(Arirguzoh, 2022)
national culture
hall’s high-context vs. low-context cultures
high/low context theory offers a foundational way to understand cultural differences in
communication
topic: intercultural communication 2
, The amount of information that is explicitly stated in a message versus what is already
understood by the communicators.
high-context cultures low-context cultures
information often implicit, in the information explicitly stated in words
context, or internalized in the person
emphasis on directness, clarity, facts
emphasis on non-verbal cues,
what is said = what is meant
relationships, shared history, status
tasks & individual achievements may
messages often indirect; reading
be prioritized over relationships
between the lines is expected
long-term relationships are valued
feature high-context communication low-context communication
clarity indirect, subtle, nuanced direct.explicit, precise
non-verbal cues, shared
reliance on verbal message, written word
understanding
disagreement expressed subtly, to save face expressed directly, openly
detailed, specific, legally
contracts less detailed, relationship is key
binding
may take longer, trust-building
‘getting to yes’ faster, focus on deal points
crucial
feedback often indirect, positive first more direct, can be critical
kim, pan & park (1998): compared Chinese (HC), Korean (HC) and American (LC) cultures.
significant differences in communication styles
koreans more likely to use indirect communication strategies
americans more likely to use direct communication strategies
emphasis on ‘face-saving’ in HC cultures influences communication
topic: intercultural communication 3
, practical implications of h/l context
marketing & advertising: adapting campaigns for HC or LC markets can be crucial for
effectiveness
business negotiations: HC cultures may prioritize relationship-building before business;
LC may want to get straight to the point
teamwork: misunderstandings can arise from differing communication styles regarding
directness, feedback and conflict
public relations: crafting press releases or managing crises requires different approaches
digital communication: are emojis and visual cues more important in HC online
interactions? is detailed FAQ more critical for LC?
‘a culture-literate communicator can reduce miscommunication arising from a low
appreciation of cultural differences…’
low-context advertising
focus: product features, benefits, price, direct comparisons
message: explicit, with clear calls to action (”Buy now!”)
information: lots of text, specifications, facts and figures
goal: provide information for a rational decision
high-context advertising
focus: mood, atmosphere, aesthetics, symbolism
message:often indirect, relying on visuals and emotional connection
celebrity endorsers: may focus on their status and trustworthiness (building relationship
with the brand)
goal: build trust, show understanding of values
topic: intercultural communication 4
