Multicultural and International Communication
By Linda Perry & Gene Van Heerden

• Theoretical framework
  • Systems theory
  • Whole = more than sum of its parts
    • Synergy
  • Elements of open systems theory are:
    • Input, Throughput, Output, Feedback
      
      
• Subsystems and suprasystems
  • Immediate environment is suprasystem
  • Systems must interact with greater systems to survive
  • After a period of time = mirror of the other
    
    
• Importance of culture
  • Communication is rule governed
  • Context specifies rules
  • Rules are culturally diverse
  
  
• Deep structure of culture
  • Family
  • values, cultural identity and communication proficiencies
  • Gender roles, views towards aging and social skills
• History is a key element in developing culture's identity, values, goals and expectations.
  
• Worldview orientates an individual toward:
  • God, humanity, nature, the universe, life, death, sickness and other philosophical issues concerning existence.
    
    
• Societal culture
  • Cultures of a nation
    • co-cultures and subcultures
    • Norms
    • Rules
    • Values
    • Prejudices
    • Media preferences
  • Cultures form around:
    • Political, religious, social and demographic characteristics
  • Creates an environment with many audiences
    
    
• Identity
  • Abstract, dynamic ,complex and multiple
    • Our reflective views of ourselves
    • Who we think we are as a person
  • Members of various groups therefore identify with multiple identities

Samovar, L.A., Porter, R.E., &McDaniel, E.R. (2007)



• Know Your Culture

  • Discuss its features
  • Ask what others think of us — listen
  • Sketch strengths and weaknesses
  • Build a systematic way to adapt
    • And increase our understanding of others’ reactions to us
  • How are people from other cultures different
    
    

• Intercultural communication

  • Competence
    • Knowledge of the culture
    • Motivation to interact successfully
    • Repertoire of effective skills
    • Research
      • Must consider cultures of target audiences
        • Norms
        • Rules
        • Values
        • Prejudices
        • Media preferences
  • Realistic objectives
    • Based on cultural norms, values and rules
  • Message
    • Adapt to culturally diverse audience
    • Continually evaluate and modify
      
      
      
• Communication: Words and symbols
• Words
  • Language constantly changing
  • Meanings of words change with the times.
• Symbols
  • Dramatic means of persuasive communication
  • Deal with abstract, diffuse or difficult
    

  
  
  

• Tactics for removing barriers
  • Avoiding language with stereotypes and
  • Reducing violations of cultural rules during discussions and conversations.
    
    
• Communication: Stereotypes
  • “A conventional, formulaic, and oversimplified conception, opinion or image”
  • Pictures in our head
    • What we see and hear in mass media
  • Positive or negative for PR
    
    

Back to top