1. BUSINESS
COMMUNICATION C
BUCO LU6

2. INTERCULTURAL COMMUNICATION
• Learning Objectives
• Understand cultural uniqueness
• Determine the relevance of intercultural communication
• Define culture
• Explain the importance of effective intercultural communication
• Discuss why cultures differ
• Discuss how the differences between cultures influence the
communication process in the workplace
• Recognise and discuss the areas where sensitivity is required in
the SA context
• Explain the barriers to intercultural communication
• Describe how to strengthen communication and relationships
between cultures

3. INTERCULTURAL COMMUNICATION
• Culture is … page 113
• Cleary (2003) defines culture as:
• “The particular knowledge and beliefs that members of a
community have which enable them to operate in a manner
acceptable to the group, and in any role that the group finds
acceptable”
• How would you define your culture?
• How did you get or where did you find your culture?
• Born into it, born with it
• Belong to several cultures at the same time and each of
these influence and affect the way we communicate

4. INTERCULTURAL COMMUNICATION
• Value of Intercultural communication
• Globalisation and technology
• This has resulted in increased international trade
• Multicultural society and workforce
• Cultural sensitivity
• Ensure that we do not repeat mistakes of the past
• Improve cultural relations in both SA and globally
• Understand one another and work together
RESPECT

5. INTERCULTURAL COMMUNICATION
• Intercultural Communication Barriers
• Ethnocentrism
• Language barriers
• Different non-verbal codes
• Stereotyping

6. INTERCULTURAL COMMUNICATION
• Ethnocentrism
• The belief that one’s culture is better/superior to others
• This results in viewing other cultures from a single cultural
perspective and considering these other cultures as less
important
• Negative consequences:
• Negative value judgements
• May not be comfortable working with other people
• Xenophobia

7. INTERCULTURAL COMMUNICATION
• Language Barriers
• One of the most obvious barriers
• Different cultures speak the same language differently
• They have adapted the language to suit their culture
• South Africans use very slang language
• Do not unfairly judge someone who does not speak the same
language as you do
• Cultural stereotyping
• People believe something is true for anyone from a particular
culture, judging someone on the basis of their culture

8. INTERCULTURAL COMMUNICATION
• Different Non-verbal Codes
• Eye contact- often misinterpreted in the work place
• These non-verbal codes mean different things in different
cultures
• Can lead to misunderstanding and miscommunication
• Examples on page 120

9. INTERCULTURAL COMMUNICATION
• Effective Intercultural Communication
• Create awareness-
• make an effort and avoid being offensive and becoming
offended
• Learn and accommodate the respective cultures
• Be open and accept the cultures
• Avoid barriers
• Avoid the four barriers discussed before
• Read about and research other cultures and change your
attitude
• Avoid judgements

10. INTERCULTURAL COMMUNICATION
• Effective Intercultural Communication
• Communicate
• Be sensitive
• Listen

11. INTERCULTURAL COMMUNICATION
• Revision exercise on page 125