Экономические науки/2.Внешнеэкономическая деятельность

Denys Sychkov, I.A. Ivanenko

Donetsk National University of Economics and Trade named after M. Tugan-Baranovskiy

International Economics Department

Peculiarities of the Non-Verbal Communication in International Business

Communications in international business are considered more often at the verbal level than in terms of body language and the signs and symbols that cultures use instinctively to convey messages and attitudes. Yet some claim that more than 90% of the social content of a message is contained in non-verbal cues. The problem of efficient non-verbal comunication is rising along with the growing amont of international and local business deals made each day. However plenty of people envolved in negotiation process in various companies around the world are lacking valuable experience, knowledge and crutial skills to comunicate by non-verbal means on the required level.

Interpersonal non-verbal messages are present in person's posture, dress, facial expression, gesture, the tone and loudness of voice, the way people use their personal space, even body odor is important. These aspects of behavior are largely unconscious so during comunication proces people give out messages ithat are often unfavourable. Sometimes a verbal message takes on the non-verbal meaning. Some polite phrases are used as formulae and have no real meaning. When people meet somebody and use the verbal cliche phrases the non-verbal message of «how are you?» displays lack of interest even though the words appear to be a question. The question is now indistinguishable from other non-linguistic ways of greeting, like hand-shaking. And conversely, if somebody really does want to know how somebody feels, the the non-verbal cues have to be exaggerated to give meaning to the question: that may involve laying a hand on the other person's shoulder, using a more emotional tone of voice and giving constant eye contact.

Non-verbal communication is also a feature of the way people present information using multiple modalities: the colors and shapes chosen for a logo, the meaning inherent in certain types of gifts, such as flowers, the soundscapes that is used to reinforce advertising messages. These signs and symbols have culture-specific significance, so in localizing materials for the international marketplace negotiators have to be sure not make cultural errors. The color orange, has overtones in northern Ireland; green is considered unlucky in some cultures; lilies, carnations, chrysanthemums may be inappropriate gifts in certain places.

The sending and receipt of non-verbal messages takes place on a subliminal level and this makes it a much more difficult aspect of international communications to master. It is very easy, for example, to misinterpret a message because of lack of understanding of its actual meaning outside our culture. Eye contact in western cultures is associated with openness, engagement, sincerity. But in some cultures it is considered disrespectful. Or a behavior from culture of origin can be assumed to have the same meaning elsewhere. People from more tactile cultures who use a lot of touch could inadvertently appear inappropriately friendly in more reserved cultures.

Non-verbal behavior can be governed by situation. Thus people who are very formal in the office can be quite unreserved in a social situation. But they wouldn't wish to loosen up in the workplace. Another danger area is the use of irony or humor: subtle meanings might be conveyed by tone of voice but these signals could easily be missed in intercultural situations. Similarly, words might be used to preserve certain forms of politeness but the situation as a whole governs the meaning behind the words. When negotiators seek the agreement, for example. Some cultures see overt disagreement as impolite and may say they agree to preserve dignity.

So which way of dealing with the non-verbal aspects of communication is the most effectivr? The first stage is simply to become aware of the issue. It is crutially important to remember powerful messages are sentv non-verbally but that those messages will be interpreted differently in different cultures. Next it is important to become aware of own behavior patterns. To become fully aware of non-verbal behavior it can be reasonable to video yourself in a group interaction. Then to become observant of others. Note especially if people have similar traits. Note if there are gender differences. Notice how others react. From there person can go on to imitate the non-verbal behavior of those who he or she is dealing with. The mirroring of other people's body language is advocated in such fields as neuro-linguistic programming, so it seems that intercultural effectiveness is likely to be enhanced if can at least go some way towards acting like possible counterparts.  

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