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Intercultural Notes
"To know one's self is wisdom.
But to know one's neighbor is genius."
Culture
Characteristics of:
 Accumulated pattern of values, beliefs, and behaviors
 Identifiable group of people with a common history
 Verbal and nonverbal symbol system
Microculture-
Characteristics of:
 Physical and cultural traits
 Involuntary membership
 Endogamy
 Awareness of subordinate status
 Unequal treatment by dominant group
Examples of Microcultures in America :African-Americans, Amish, Hispanics, etc.
Problems with
Intercultural Communication
Totalize- Communication that emphasizes one aspect of a person above all others. When someone totalizes, he or she acts as if a single facet of an individual is the totality of that person or as if that single aspect is all that's important about that person.
"I want to be known as a talented young filmmaker. That should be first. But the reality today is that no matter how successful you are, you're black first."
Black Filmmaker-Spike Lee
He is often introduced as author of African American History, In reality, his specialty is history of the south which includes both. Many books have focused primarily on whites.
Black Historian-John Hope Franklin
More Examples of Totalizing
 "We need a woman's perspective"
 Amputee
"If anyone refers to me as an amputee, that is guaranteed to get me madder than hell! I don't deny the leg amputation, I am me. I am a whole person."
 Deaf Student
"When someone with a disability is described as disabled we highlight what that cannot do rather than what they can do."
Other examples: Gay, blue collar, white collar,
"Language shapes our perceptions by calling certain things to our attention. When we use language that focuses our attention on race, class, sex, or any other single aspect of another person, we limit our perception of that person. In other words, we tend to perceive others through the labels we use to describe them." (Wood 1998)
Sociologist Louis Wirth found that when we perceive people primarily in terms of their membership in a particular group we interact with them in terms of our stereotype regardless of their unique qualities.
The difference between a prejudice and a conviction
is that you can explain a conviction without getting mad.
Why do we stereotype?
The Nature of Prejudice by Gordon Allport says:
 It reduces our uncertainty by grouping people into broad characteristics.
 We rely on Implicit Personality Theory (Schema)
 One common prejudice is that imply fat people are lazy, happy, undisciplined (Research does not support this prejudice to be grounded in fact)
 Another is that attractive individuals are more intelligent, extroverted & socially skilled.
From "It's Only Skin Deep: Stereotyping and Totalizing Others" But I Thought You Meant... by Julia T. Wood. Mayfield Publishing 1998.
For more on ethnocentrism and Arab culture try this web site
Blaming the Victim
When someone is a victim of prejudice, stereotyping, and discrimination, all too often they are seen as doing something wrong. Blaming the victim occurs when we attribute the cause of discrimination or misfortune to the personal characteristics and actions of the victim.
We generally attribute causes to
1. Internal, personal factors (effort and ability)
2. External. Situational factors (such al luck of the behavior / personality of other people)
We have the tendency to claim our successes to our ability and efforts ("I studied for the test") while our failure are due to back luck, evil people, or lack of effort ("The test was too hard").
We claim success of group work ("It was my idea") and avoid responsibility for group failure. ("If others would have worked harder")
From "Building Relationships with Diverse Others" from Reaching Out, 6th., ed. by David Johnson. 1997 by Allyn & Bacon.
"We all have one thing in common.
We're all different."
Ken Standley
Characteristics of Hall’s High and Low Context Cultures
High Context Culture
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Low Context Culture
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China, Japan, Korea, Vietnam, Many Arab & African Countries
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Switzerland, German, US, France, UK
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Relies heavily on Nonverbal
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Relies more on Verbal than Nonverbal
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Many covert and implicit messages
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Many covert and implicit messages
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Reserved reactions
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Reactions on surface
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Direct in-groups and out-group
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Flexible in groups and out groups
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Open and Flexible time
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Highly organized time
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Examples: In America the issue can be separated from the person speaking. In low-context cultures, if an issue is attacked so is the person
In high context cultures silence is often a sign of respect, in low context cultures it is uncomfortable and the silent person may be viewed negatively.
Characteristics of Hofstede’s
Individualism and Collectivism
Collectivism
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Individualism
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Extended Family
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Nuclear Family
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Cooperation
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Competition
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Equal distribution of rewards (equality)
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Individual rewards (equity)
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Group belongingness
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Individual privacy
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Conforming and interdependent
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Unique and independent
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Group Goals
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Personal Goals
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Group Oriented
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Self-Oriented
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Group Unity and Harmony
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Individual autonomy
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Follow this link for more on:
The International Advertising Market has experienced problems with language and cultural differences.
Scandinavian vacuum manufacturer Electrolux used the following in an American ad campaign: "Nothing sucks like an Electrolux." It was pulled after two days.
In Taiwan, the translation of the Pepsi slogan "Come alive with Pepsi" came out "Pepsi will bring your ancestors back from the dead."
Also in Chinese, the Kentucky Fried Chicken slogan, Finger Lickin' Good" translated as "Eat your fingers off."
When General Motors introduced the Chevy Nova in South America, it was unaware that "nova" means "it won't go." After the company figured our why it wasn't selling many cars, it renamed the car "Caribe.
Ford had similar problems in Brazil when the Pinto flopped. The company found out that "pinto" was slang for "tiny male genitals."
Hunt-Wesson introduced the Big John products in Quebec as Gros Jos before learning that it means "big breasts" in French.
Japan's second largest tourist agency was mystified when it entered English speaking markets and began receiving requests for "unusual sex tours." Upon finding out why, the owners of Kinki Nippon Tourist Company changed their name.
From Ann Landers. Date unknown
Interesting Links on Culture
Nonverbal Communication
Greeting Rituals
 Korean and Asian cultures bow lower and longer and divert eye contact depending on status.
 When doing business in Asian cultures - people or friends meet the bow is shorter and quicker
 Japanese typically exchange business card-one should grab the card with both hands, carefully exam in and put it carefully in a shirt pocket (Never in a pants pocket that would show disrespect.)
 Amish rarely greet outsiders, when they do they point to Heaven showing their religious convictions
 Americans shake hands- sometimes with a back pat
 Chinese shake hands and bow
 Middle eastern cultures kiss cheeks
 Arabs handshake is very loose- they think American's handshake is a show of aggression
 Sri Lanka greetings hands are together, palms at chin level and bow and say "Namaste" which means "I salute the Godlike qualities in you."
Gestures: Insulting Others and Obscenities
 Many cultures have as many as 6-7 gestures
 Netherlands and Norway and several other N. European countries don't have any insulting gestures.
 Many cultures also have obscene gestures indicating a homosexual or adulterer.
 In US, China, Mexico, Thailand- limp wrist
 In Columbia, the OK sign to the nose
 In Uruguay, 4-5 claps of the hand indicates a lesbian
 Giving someone "the finger" (middle finger) is recognized in US, Mexico, and much of Europe.
 Making a "V" with the palm facing out in Australia and England is the as "the finger". The same gesture with the palm facing in is "V for victory."
 The La mano caliente (Hot hand) is equivalent to "the finger"
 Used in Central and South American countries. Anyone using it should be prepared for a fight. Could be arrested for it.
 In Peru, "the Pistol" gesture is considered obscene and may provoke a fight.
 In Iran, putting your hand in front of your face and then rubbing from eyes to chin is the same as "the finger" (while literature says this, an Iranian student says that this is not true--she said that giving the thumbs up was the same as the "finger".)
Desire to Fight
 US does not have a specific fight gesture (I disagree, can you think of any?)
 Mexico and Nepal-placing the hand with palm up, fingers extended upward while moving in and our touching the thumb is an invitation to fight.
 In Japan, putting index fingers on the temples of the head as in making horns is a sign that one is angry.
 In China, pulling one's sleeve with the hand or the opposite arm indicated that one is ready to fight.
Misc. Nonverbal
 Asian Cultures-- South Korea, Vietnam, and Japan--direct eye contact is prohibited between people of differing status. A person of lower status avoids eye contact with their superior as a sign of respect.
 Some Middle Eastern cultures, people stand very close together to smell one another's breath. To smell one another's breath is desirable. In fact, to deny someone your breath communicates shame.
 In some Arab cultures, men hold hands as a sign of trust. Saudi businessmen often hold hands as a sign of trust. Saudi women, however, are not to be touched in public. Saudi Arabians typically enjoy getting very close, face to face, and engaging in direct eye contact.
 In many cultures the use of the left hand is forbidden. Kenya, Indonesia, and Pakistan forbid using the left hand for eating or serving food. In Iran, the left hand is used for cleaning and bodily functions and should never be used to receive gifts or other objects.
Taken from Intercultural Communication: A Contextual Approach by James Neulier by Houghton Mifflin Company, 2000.
Artifacts
 The Masai culture of Kenya use artifacts to differentiate sexes. Women wear specific necklaces and earring to show marital status. Masai men wear ear rings and arm rings to designate social status.
 In Islamic cultures, Muslim women wear headscarves as a guard against the eyes of men and a symbol of their allegiance to God.
 Islamic law decrees that women dress conservatively and cover their hair in public. They should avoid wearing make-up in the presence of Saudi men.
 In India, businessmen wear a dhoti, a single piece of white cloth that wraps around their lower body. Most women wear a sari and blouse. The bendi is a sign of marital status, however, to today's culture it is becoming more of a fashion statement. Toe rings are a sign of marriage.
 In Japan, the kimono is the traditional clothing for both men and women. The design of the kimonos varies according to one's sex, age, marital status, time of year, and occasion. The length of sleeves indicate one's position in life.
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