Education Sciences

Vandysheva A.V., assistant professor

The Academy of Marketing, Social and Information Technology, Russia

Ivanchenko T.U., assistant

South-Russia State University of Economics and Services, Russia

CULTURAL CONTEXT OF HUMAN COMMUNICATION

Working in the global commercial environment, in a constantly changing world of interdependent economies, fewer natural resources, multicultural and multinational organizations, and threats to global security, it is necessary to collaborate interaction between divergent cultures and groups. Human communication across cultures poses many challenges, especially if there is a lack of tolerance for anyone that looks, speaks, believes, or acts differently.

So, cross cultural communication is a necessity for a continued survival of the human beings. In order to communicate and cooperate successfully with others on a global scale, even with those who do not share a common cultural treasures or common world view, it is necessary to develop a better understanding of the distinctions in communicating across cultures.

Most people consider the meaning of “cultural identity” when they often associate the term with specific and identifiable qualities that are shared by members within groups. These qualities, which serve to differentiate members within the culturally cohesive group from those outside of it, may include a common history or heritage, a unique set of language paradigms, similar physical attributes, and/or collective traditions, customs, and beliefs [1].

Aspects of differentiation can be as basic as ethnicity or race, or as complex as politics and religion. Commonalities might be as transient as a particular style of dress, or preferences in music and art. No matter the classifications a group may use to identify its members, and regardless of any difficulty people may have in relating to others outside their group, culture is a pervasive component of human interaction and socialization. Understanding some of the distinctions of cultural communication can improve relations within common cultures and outside them as well.

Communication within a common culture, or intercultural communication, covers communication between people who share a commonality of experience, knowledge, and values. Intercultural relations are founded on such factors as shared heritage, gender association, religious affiliation, class distinction, and the like. People in this group may see the world in highly similar ways and may share a common value system. Within the confines of a shared, general culture, communication has the greatest probability for success, if success is defined as a message being understood in the manner in which it was intended.

Transmitting a message to an individual, or to group, that does not share a common ancestry, language, or tradition with the deliverer of the message, usually makes successful communication more difficult to achieve. But, if the communicator understands and appreciates the fact that the audience, or recipient of the communication, may have a different value system and a different socio-historical perspective, there is a greater opportunity for success. Intercultural business writing falls into the same general categories as other forms of business writing. How you handle these categories depends on the subject and purpose of your message, the relationship between you and the reader, and the customs of the person to whom the message is addressed. Letters are the most common form of intercultural business correspondence. They serve the same purposes and follow the same basic organizational plans (direct and indirect) as letters you would send within your own country. Unless you are personally fluent in the language of the intended readers, you should ordinarily write your letters in English or have them translated by a professional translator. If you and the reader speak different languages, be especially concerned with achieving clarity.

The first step to develop intercultural communication skills is to learn as much as possible - the language, cultural background and history, social rules, and so on - about the specific culture that you expect to deal with. The other is to develop general skills that will help to adapt in any culture. The trick is to learn useful general information but to be open to variations and individual differences. The second step to cultural learning, general development of intercultural skills, is especially useful if we interact with people from a variety of cultures or subcultures.

Communication across cultures can be facilitated through knowledge and respect for diversity. International businesses are increasingly aware of this fact and assist their employees with learning, adopting, and adapting to cultural norms when doing business in other countries.

An example of this is an understanding what behaviors are acceptable, and which are unacceptable, during a business dinner, or a visit to a client’s home. Some cultures indulge in non-verbal communication to indicate levels of respect and compliance (bowing, using hand gestures, leaving food on the plate, for instance), whereas other cultures rely on strictly verbal cues (tone of voice, or specific word choices). Knowing and utilizing the precise social rules for engagement in a foreign country can only lead to better cross cultural communication [1].

At no other time in human history have divergent cultures interacted as much as they do today. Humans interact in a world that is essentially instantaneous thanks to technical innovations in communication and the ease with which people now migrate across the globe to study, work, play and live within different cultures.

Each culture has its own set of non-verbal cues for interpersonal interactions. One person cannot possibly memorize them all, or know how they should be applied in each different incident. Rather, the trick used by competent cross-cultural communicators is to practice their own awareness of all non-verbal cues. Easier said than done! Non-verbal communication includes a huge variety of largely unconscious patterns, such as facial expressions and other body language, volume of speaking, touch and physical proximity, eye contact, and silence. All of these vary according to culture, and everyone has learned to use these patterns in one, automatic, culturally approved way. The non-verbal communication of people from other cultures is either received and interpreted within one's own cultural framework, or not received at all.

The most important is to cultivate awareness of ones own cultural values, norms and reflexes. Each of the world’s cultures has evolved within its own environment to serve its people in their interactions with each other and with outsiders. No one culture is superior in values or utility, nonetheless, culture shapes outlook in a variety of subtle ways.

In general, you need to remember the following:

It is your job to have responsibility for communication with other people; to show respect in various cultures through gestures, eye contact, and so on; to listen attentively to what the other person is trying to communicate; imagine the person's feelings and point of view; to control your frustration when placed in an unfamiliar or confusing situation; not to be distracted by such things as dress, appearance, or environmental discomforts; to be patient and persistent in order to accomplish a task; to identify when your assumptions are different from the other person's; be ready to change your habits, preferences, and attitudes; to find common ground; to gain a better understanding of the other person or culture; to increase your cultural sensitivity; to avoid stereotyping and overgeneralization.

In more detail, handshake lasts from five to seven strokes in Spain, pulling away too soon is considered to be a sign of rejection. The preferred handshake is a single stroke in France. To give a gift of liquor is forbidden in Arab countries; and never turn down food or drink as it's an insult to refuse hospitality of any kind, but don't be too quick to accept. Don’t stick any objects in your front suit pocket in England, it is considered gauche. In Pakistan, don't be surprised when business people excuse themselves in the midst of a meeting to conduct prayers. Moslems pray five times a day. Spent plenty of time to know the people you're dealing with in Africa, they're suspicious of people who are in a hurry. Stress the longevity of your company when dealing with the Germans, Dutch, and Swiss.

These are just few examples of the variations in customs that make intercultural business so interesting.

Remember, learning the ins and outs of cross-cultural communication will bring success in global business.

REFERENCE

1) Cross Cultural Communication: Understanding Human Communication in the Context of Culture http://www.suite101.com/content/cross-cultural-communication-a152640#ixzz1EfsWWjpW