1、主编杨筱霞副主编林红卢丽红陈婉转Cross-cultural Business CommunicationCulture and CommunicationChapter 1An Introduction to the TopicCase AnalysisReadingBrainstormingMy Big ProjectAfter-class ReadingSection 1Section 2Section 3Section 4Section 5Section 6Culture and CommunicationChapter 1In modern society，different peo
2、ple communicate in different ways,as people do in different societies around the world;and the way people communicate is the way they live.It is their culture.Who talks with whom?How?And about what?These are questions of communication and culture.When the elements of communication differ or change,t
3、he elements of culture differ or change.Communication and culture are inseparable.Culture and CommunicationChapter 1Learning ObjectivesBy the end of this chapter,you should be able to Get to know the modes of communication Have an idea of the main components of communication Be clear about what inte
4、rcultual communication is Be aware of cultural barriers to effective communication Distinguish the functions of culture in intercultural communicationAn Introduction to the TopicSection 1Lead inHave you ever realized that your life is greatly affected by the culture and communication youre living in
5、?But what on earth is culture and communication?And whats the relationship between them?Please have a discussion with your neighbour and air your view to your classmates.An Introduction to the TopicSection 1Culture and CommunicationCulture and communication,although two different concepts,are direct
6、ly linked.They are so inextricably bound that some anthropologists believe the terms are virtually synonymous.Hall reminds us that“Culture is communication and communication is culture.”As A.G.Smith,Ed.noted,“Whenever people interact they communicate.To live in societies and to maintain their cultur
7、e they have to communicate.”Culture is learned,acted out,transmitted,and preserved through communication.Communication is complex and multi-dimensional,and is usually defined in the following way:“Communication is a dynamic,systematic process in which meanings are created and reflected in human inte
8、raction with symbols.”While culture is generally acknowledged as“the deposit of knowledge,experience,beliefs,values,actions,attitudes,meanings,hierarchies,religion,notions of time,roles,spatial relations,concepts of the universe,and artifacts acquired by a group of people in the course of generation
9、s through individual and group striving.”Case AnalysisSection 2Case OneJapanese HotelAn American businessman who registered in a Japanese hotel,telling them he intended to stay for one month.After 10 days,without notice,he is moved to another room.He discovers this by accident and is surprised to fi
10、nd that all his personal items have been placed around the room in almost the identical position as that in his first room.Not wishing to make a fuss,he says nothing.To his surprise,he is moved two more times,each time without notification.Eventually,when he returned to the hotel instead of just ask
11、ing for the key to his room,he would ask whether he was in the same room.During the last week,he was moved again,but this time into another hotel!Case AnalysisSection 2Case OneQuestions for Discussion:1.How do you understand the Japanese hospitality mentioned in Case 1?2.What would you feel if a sim
12、ilar occurrence happened on you?And how would you react to that?Case AnalysisSection 2Case OneComment:Two variables associated with culture are involved here.One is that in Western societies,moves are associated with statusthe lowest ranking individual is the one moved.Second is the significance of
13、space.Being quite territorial,Westerners want to make sure that a move does not involve moving to a smaller space.Looking at the same situation from a Japanese cultural perspective,when a person enters a hotel he/she becomes part of a family.As a member of the family,the hotel feels they can quietly
14、 move you if the need arises.Taking such liberties with your accommodation signals that you belong to and that you are a member of the family.However,the Japanese are also familiar with the reaction such moves have on Westerners.They are sensitive to the fact that other cultures react loudly to bein
15、g moved and having their personal items touched without their permission.Many hotels who cater to Westerners abide by the rules of the visitors culture and would not think of moving the person.The familiarity displayed in the example above is more likely to occur in a hotel located well away from no
16、rmal tourist territory.Case AnalysisSection 2Case OneAll over the world,suitable environments have been created for tourists that shield them from the reality of the life of the people.Tourists seldom stick around for long,and they are happier if insulated from the full impact of the foreign culture
17、.However,in the case quoted above,the forced move to the second hotel turned out to be a blessing.The American businessman found the district around the new hotel much more interesting and authentic than that around the first hotel.Each culture has its own language of space which is as unique as the
18、 spoken language.In a Japanese hotel,all visitors are given the same kind of bath robe.This is not just the results of an opportunistic management using the guests to advertise the hotel.Rather it symbolizes that once you had registered in the hotel,you were no longer an outsider.You belonged.You be
19、came a member of a large,mobile family.As a family member,you are afforded an environment which is relaxed and informal.But remember,no matter how informal or relaxed you may feel,meal-time is not appropriate for discussions of business.Case AnalysisSection 2Case TwoLife of the GermansGermany is not
20、 a melting pot society and Germans are not mobile.Many stay in their geographic region and even the same house for generations.The scale of everything is smaller in Germany than in the Western countries.They love the outdoors,open spaces and treasure forests.Hiking is a popular sport.To the German s
21、pace is sacred.Homes are protected by a variety of barriers(fences,walls,hedges solid doors,shutters and screening)to prevent visual or auditory intrusion.Germans seldom invite anyone who is not a close friend to their home.To be invited is considered an honor.If you bring a small bouquet for the ho
22、stess(not red roses which convey romantic attachment),flowers should be unwrapped before being presented.Positions in things are also importantfor example,the right side represents a place of respect.So,in seating arrangements or just walking from one place to another,the senior person or the group
23、leader should be placed on the right.Case AnalysisSection 2Case TwoThe German sense of privacy is very strong.Learn what is considered personal and do not ask questions that may be offensive.Americans feel that Germans do not interact with neighbors and perceive German behavior as unfriendly.German
24、friends of many years continue to address each other by their last names:“Herr Schmidt”not“Walter”.Germans are careful not to touch accidentally or to encourage signs of intimacy.On the other hand,they do maintain direct eye contact in conversations to show they are paying attention.However,the Germ
25、an who speaks most softly and to whom others defer is the one to pay attention to,not the one who makes the most noise.Order is a dominant theme in German culture.There is order in all things,including space they are very sensitive to spatial intrusions.One exception to orderliness is behavior in li
26、nes for service,in stores,at ticket counters,or in boarding planes,especially where there is no seat assignment.Germans do not form queues but instead crowd and push and can be very rough.They do not yield when someone says“Excuse me”.Their determination to be served overrides their usual need to av
27、oid physical contact.However,these are exceptions.Generally,Germans expect organization and order in all thingseverything should be carefully planned,researched thoroughly and carried out in an orderly manner.Case AnalysisSection 2Case TwoThey have a strong drive for conformity and object strenuousl
28、y when people fail to obey signs and directions.Westerners feel that things are meant to be used;and if they serve no useful purpose,we dispose of them.The German attitude is that things have great intrinsic value.We feel remiss if we buy books and dont read them.But a German will feel that it is im
29、portant to own a book even if one cant read it immediately.Sales of hard-cover books exceed sales of paperback books in Germany.Associated with their demand for high-quality,long-lasting goods is the German abhorrence of waste.Waste is a sin,such as heating,cooling and lighting buildings when it is
30、not necessary.Germans are value-conscious and always insist on getting their moneys worth.Dont ever try to sell them goods that are less than high quality.They appreciate,in fact demand,fine workmanship,design and high-quality material.A television ad that is effective in the U.S.will have to be tra
31、nslated into print media to reach Germans.Germans are print-oriented,which explains in part why there is so little advertising on German TV.Also,Germans are always looking for what is“true”and to them numbers are a way of signaling that a product is exactly as it has been represented.Germans demand
32、facts,facts and more facts.Case AnalysisSection 2Case TwoQuestions for Discussion:1.If youve got a German friend and intended to visit him,what would you do?And what should you be careful about in your conversation?2.If youre doing business with the Germans,what should you pay attention to?For examp
33、le,if you are selling a TV set to the Germans,how would you design your promotion plan?Case AnalysisSection 2Case TwoComment:Get to know more about the Germans may effectively facilitate your communication or business with them.You should be clear that the Germans are not mobile;the German space is
34、sacred;and they seldom invite anyone who is not a close friend to their home.Also,positions in things are also importantfor example,the right side represents a place of respect.The German sense of privacy is very strong.Learn what is considered personal and do not ask questions that may be offensive
35、.When conducting business with the Germans,you had better keep in mind that“Order is a dominant theme in German culture”;“They have a strong drive for conformity and object strenuously when people fail to obey signs and directions”;“They have a demand for high-quality,long-lasting goods”.Case Analys
36、isSection 2Case ThreeOne day,when an American was parking his bike which fell over accidentally.At the moment,a Chinese onlooker laughed,but the American felt embarrassed at his laughter,even angry.There are similar situations.A foreigner came cross to drop a plate on the ground in dining room.The f
37、oreigner felt bad when Chinese onlookers laughed.Case AnalysisSection 2Case ThreeQuestion for Discussion:In Case 3,why do you think the Chinese would laugh on the two occurrences mentioned above?And why were the two Americans so angry in those situations?Case AnalysisSection 2Case ThreeComment:Smile
38、s and laughers usually imply friendliness,approval,satisfaction,pleasure and so on.Generally speaking,it has the same meaning in China and in English-speaking countries.But in westerners eyes,some improper laughter will result in negative reaction.Case AnalysisSection 2Additional knowledgeuCross-cul
39、tural communication(also frequently referred to as intercultural communication,which is also used in a different sense,though)is a field of study that looks at how people from differing cultural backgrounds communicate,in similar and different ways among themselves,and how they endeavor to communica
40、te across cultures.Case AnalysisSection 2Additional knowledgeuCulture(from the Latin cultura stemming from colere,meaning“to cultivate”)is a term that has various meanings.For example,in 1952,Alfred Kroeber and Clyde Kluckhohn compiled a list of 164 definitions of“culture”in Culture:A Critical Revie
41、w of Concepts and Definitions.However,the word“culture”is most commonly used in three basic senses:1.Excellence of taste in the fine arts and humanities,also known as high culture.2.An integrated pattern of human knowledge,belief,and behavior that depends upon the capacity for symbolic thought and s
42、ocial learning.3.The set of shared attitudes,values,goals,and practices that characterizes an institution,organization or group.Case AnalysisSection 2Additional knowledgeuCommunicationCommunication may be defined as that which happens whenever someone responds to the behavior or the residue of the b
43、ehavior of another person.Case AnalysisSection 2Additional knowledgeuEight Ingredients of CommunicationBehavioral source,encoding,message,channel,responder,decoding,response,feedback.Circulatory Model by Charles Osgood and Wilbur Schramm in the 50EncoderDecoderEncoderDecoderMessageMessageCase Analys
44、isSection 2Additional knowledgeuEdward Hallis considered the father of cross-cultural communication with his publication of The Silent Language in 1959 and his many other works.Case AnalysisSection 2Additional knowledgeuThe Characteristics of CultureCulture is Not Innate,it is Learned.Culture is Tra
45、nsmissibleCulture is DynamicCulture is SelectiveFacets of Culture are InterrelatedCulture is EthnocentricCase AnalysisSection 2Additional knowledgeuStudy area of cross-cultural communication:Verbal Language(word,thought patterns.)Nonverbal language(body language,time concept,spatial language,paralan
46、guage,environment.)Social perception(values,beliefs,attitudes,world views.)ReadingSection 3Reading ICulture&CommunicationThere is not one aspect of human life that is not touched and altered by culture.This means personality,how people express themselves(including shows of emotion),the way they thin
47、k,how they move,how problems are solved,how their cities are planned and laid out,how transportation systems function and are organized,as well as how economic and government systems are put together and function.Some people in Korea and China put dogs in their ovens,but people in the United States
48、put them on their couches and beds.Why?People in Tabriz or Tehran sit on the floor and pray five times each day,but people in Las Vegas stand up all night in front of slot machines.Why?Some people speak tagalong;others speak English.Why?Some people paint and decorate their entire bodies,but others s
49、pend millions of dollars painting and decorating only their faces.Why?Some people talk to God,but others have God talk to them.And still others say there is no God.Why?The general answer to these questions is the same.People learn to think,feel,believe,and act as they do because of the messages that
50、 have been communicated to them,and those messages all bear the stamp of culture.ReadingSection 3Reading IWhen we discuss communication and culture,we should be aware of the total spectrum of communication including language,non-verbal communication,customs,perceived values,and concepts of time and
