Lecture 1
4 reasons why intercultural communication is important for
communication scientists
1. Globalization
2. Effective communication
3. Career relevance
4. Social cohesion
What is culture
Culture is the shared system of beliefs, values and behaviours and
traditions that distinguishes one group from another and helps people
make sense of their world. It is deeply connected to communication
shaping how we share messages and how we interact.
- Learned We are not born with culture
- Shared What people have in common
- Dynamic Culture changes over time
- Systemic All parts of culture are linked and affect each other
- Symbolic Language, traditions and objects
- Often invisible
Hall’s high versus low context study
Studying the hidden parts of communication Things we don’t say
directly but still understand.
Context = how much information is said out loud versus how much is just
understood.
High context
- Indirect
- Body language, tone and shared history to communicate
- Reading between the lines
- Japan, Korea, China etc.
People avoid embarrassment, so they’re more careful with words.
Low context
- Clear and directly
- Open and exact
- Tasks and personal success is more important than relationships
- Germany, USA, Australia etc.
Low context ad
Focuses on the product and gives a clear message. Facts and details are
given to help people make a logical choice.
High-context ad
,Focuses on feelings, mood and beauty. Messages are indirect and they
want to build trust and connect emotionally.
5 reasons why this matters for communication professionals
1. Marketing and advertising
2. Business negotiations
3. Teamwork
4. Public relations
5. Online communication
Hofstede’s cultural dimensions model
Compares cultures using several dimensions which show what people in
one country prefer or value more than others.
The 6 cultural dimensions
1. Power distance (PDI)
2. Masculinity vs. Femininity (MAS)
3. Individualism vs. Collectivism (IDV)
4. Uncertainty avoidance (UAI)
5. Long-term versus Short-term Orientation (LTO)
6. Indulgence vs. Restraint (IVR)
3 Strengths
1. First study to measure cultural differences
2. Used a lot in business and research
3. Understand how national culture affects work and communication
5. weaknesses
1. Ignores subcultures and individual differences
2. Data is old
3. Based on western thinking
4. Talks about groups, not individuals
5. Simplifies culture into a few steps
Triandis expanded Hofstede’s “Individualism vs. Collectivism”
with 4 types
Adds more details to Hofstede’s Individualism vs. Collectivism.
1. Horizontal individualism Independent but equality
2. Vertical individualism Independent but accepts hierarchy
3. Horizontal collectivism Part of a group but equal
4. Vertical collectivism Part of a group but accepts hierarchy
Trompenaars en Hampden-Turner: Riding the Waves of Culture 7
cultural dimensions
This model helps explain the problem that happen when people from
different cultures work together.
, 1. Universalism versus particularism same rules for everyone?
2. Individualism versus communitarianism focus on group or
themselves?
3. Neutral versus affective emotions or not?
4. Specific versus diffuse work and personal life mixed or apart?
5. Achievement versus ascription success by hard work or because
of who you are?
6. Sequential versus synchronic time one thing at the time or more?
7. Internal versus external control want to control your own life or
someone else?
Project Globe
Global leadership and Organizational Behavior Effectiveness
Project Globe studies how cultural values shape leadership and workplace
behavior in different countries. It highlights what leadership traits are seen
as effective across cultures.
New dimensions:
1. Institutional collectivism Do organizations promote group goals?
2. In-group collectivism Are people loyal to their team?
3. Gender egalitarianism Do men and women get equal chances?
4. Humane orientation Are people encouraged to be kind and fair?
5. Performance orientation Are people rewarded for working hard?
Business communication
1. Negotiations Preference in decision making (quick or slow)
2. Leadership styles involving or autocratic decision making
3. Teamwork personal or shared success
Healthcare communication
Power Distance (PDI):
- High: patients don’t question the doctor
- Low: patients ask questions
o Individualism: patient decides
o Collectivism: family members help decide
Uncertainty avoidance (UAI):
- High: detailed health care information
- Low: okay with general information
International campaigns
- Good cross-cultural communication changes how messages are
made and sent to people from different cultures.
4 reasons why intercultural communication is important for
communication scientists
1. Globalization
2. Effective communication
3. Career relevance
4. Social cohesion
What is culture
Culture is the shared system of beliefs, values and behaviours and
traditions that distinguishes one group from another and helps people
make sense of their world. It is deeply connected to communication
shaping how we share messages and how we interact.
- Learned We are not born with culture
- Shared What people have in common
- Dynamic Culture changes over time
- Systemic All parts of culture are linked and affect each other
- Symbolic Language, traditions and objects
- Often invisible
Hall’s high versus low context study
Studying the hidden parts of communication Things we don’t say
directly but still understand.
Context = how much information is said out loud versus how much is just
understood.
High context
- Indirect
- Body language, tone and shared history to communicate
- Reading between the lines
- Japan, Korea, China etc.
People avoid embarrassment, so they’re more careful with words.
Low context
- Clear and directly
- Open and exact
- Tasks and personal success is more important than relationships
- Germany, USA, Australia etc.
Low context ad
Focuses on the product and gives a clear message. Facts and details are
given to help people make a logical choice.
High-context ad
,Focuses on feelings, mood and beauty. Messages are indirect and they
want to build trust and connect emotionally.
5 reasons why this matters for communication professionals
1. Marketing and advertising
2. Business negotiations
3. Teamwork
4. Public relations
5. Online communication
Hofstede’s cultural dimensions model
Compares cultures using several dimensions which show what people in
one country prefer or value more than others.
The 6 cultural dimensions
1. Power distance (PDI)
2. Masculinity vs. Femininity (MAS)
3. Individualism vs. Collectivism (IDV)
4. Uncertainty avoidance (UAI)
5. Long-term versus Short-term Orientation (LTO)
6. Indulgence vs. Restraint (IVR)
3 Strengths
1. First study to measure cultural differences
2. Used a lot in business and research
3. Understand how national culture affects work and communication
5. weaknesses
1. Ignores subcultures and individual differences
2. Data is old
3. Based on western thinking
4. Talks about groups, not individuals
5. Simplifies culture into a few steps
Triandis expanded Hofstede’s “Individualism vs. Collectivism”
with 4 types
Adds more details to Hofstede’s Individualism vs. Collectivism.
1. Horizontal individualism Independent but equality
2. Vertical individualism Independent but accepts hierarchy
3. Horizontal collectivism Part of a group but equal
4. Vertical collectivism Part of a group but accepts hierarchy
Trompenaars en Hampden-Turner: Riding the Waves of Culture 7
cultural dimensions
This model helps explain the problem that happen when people from
different cultures work together.
, 1. Universalism versus particularism same rules for everyone?
2. Individualism versus communitarianism focus on group or
themselves?
3. Neutral versus affective emotions or not?
4. Specific versus diffuse work and personal life mixed or apart?
5. Achievement versus ascription success by hard work or because
of who you are?
6. Sequential versus synchronic time one thing at the time or more?
7. Internal versus external control want to control your own life or
someone else?
Project Globe
Global leadership and Organizational Behavior Effectiveness
Project Globe studies how cultural values shape leadership and workplace
behavior in different countries. It highlights what leadership traits are seen
as effective across cultures.
New dimensions:
1. Institutional collectivism Do organizations promote group goals?
2. In-group collectivism Are people loyal to their team?
3. Gender egalitarianism Do men and women get equal chances?
4. Humane orientation Are people encouraged to be kind and fair?
5. Performance orientation Are people rewarded for working hard?
Business communication
1. Negotiations Preference in decision making (quick or slow)
2. Leadership styles involving or autocratic decision making
3. Teamwork personal or shared success
Healthcare communication
Power Distance (PDI):
- High: patients don’t question the doctor
- Low: patients ask questions
o Individualism: patient decides
o Collectivism: family members help decide
Uncertainty avoidance (UAI):
- High: detailed health care information
- Low: okay with general information
International campaigns
- Good cross-cultural communication changes how messages are
made and sent to people from different cultures.
