Business Communication With Other Cultures Essay

Excerpt from Essay :

Business Communication Across Cultures


Communication is a necessary challenge that each person faces daily. Communication is an aspect of business that is necessary to success and achievement. Many countries in the world are industrialized to the point where their culture is in what is called the information age or the digital age. Digital technology, social media, and information technology are prominent aspects to life, communication and business. This paper will examine how various factors including technology, media, gender, ethnicity and background impact verbal and nonverbal communication.

Communication is complicated and layered enough between couples, families, and other small groups. When we consider the impact, value, and importance of communication with respect to business, all the problems and pitfalls of communication intensify, as the stakes for a business are often greater than or at least equal to the stakes within our important relationships. When considering business communication across cultures, either within or outside of the organization, there become even more factors to ponder and include. There is now even more attention and research paid to how communication is additionally affected by technology, or how the mediation of communication through technology affects communication outcomes in conjunction with other aforementioned factors such as gender, ethnicity, and culture. Setlock et al. explain concisely and aptly the ways in which technology that mediates interaction and socialization has the potential to enhance as well as hinder effective crosscultural business communication as they write:

The technology necessitated by a remote collaboration may also affect collaborators' impressions of each other and the task itself. Communication media can also affect the light in which a collaborator's efforts are seen by others. When less is known about a remote collaborator's immediate experiences, people may be more likely to attribute problems in communications such as delays and awkward expressions to internal, dispositional factors (e.g., disinterest in the task, rudeness) rather than external causes (e.g., network problems or a bad keyboard). The medium may, itself, negatively affect a collaborator's impression of the contributions or personality of a remote colleague. (Setlock et al., 2004,-Page 4)

Thus, in additional to the numerous cultural factors, implications, and influences for business professionals to take into account, when technology is mediating the interaction, they must take that into account with respect to the business communication, too. As many mobile phone users know, a dropped call can easily misinterpreted, and so can a text that comes too soon or not soon enough. Cultural aspects, including the perception of time and the display of emotion are all factors that must be considered when examining crosscultural business communication, including in those instances where the communication is mediated by a piece of technology. Setlock et al. continue this train of thought as they state:

Richer computer-mediated communication tools, such as video conferencing systems, provide added social context…The simulated visual co-presence allowed partners access to richer context clues about their mutual understanding (quizzical looks, halting action, raised eyebrows) indicating that common ground had not yet been established and more clarification was needed. (Setlock et al., 2004,-Page 3)

Hopefully, as advances in mediated communication technology are made, the reduction of intercultural miscommunications will decrease as a result. The paper attempts to demonstrate the connections between various personal factors and their impacts upon communication. The paper moreover contends that these factors in conjunction with mediated technological communication experiences put considerable pressure upon business professionals to understand and decode communication among employees, consumers, competitors, and associates.

There are a great deal more ways to communicate than in previous decades and centuries. Most of these new forms of communication are simple and easily accessible. There is a great deal more intercultural communication because of technology and because of the trend of globalization. Yet, there is a disproportional lack in communication intelligence. Business researchers and professionals must take note of the significance of the various factors that influence how people communicate as well as their expectations, inclinations, and aesthetics for communication. At this point in the global economy, businesses that cannot effectively communicate and interpret communications across cultures are due to fail and if they do not fail, they will have a very limited potential for growth and success. Guang & Trotter agree as they contend:

If globalization is an inevitable process, then cross-culturalization will also be inevitable. On the one hand, the world is becoming more homogeneous, and distinctions between national markets are fading and, for some products, disappearing altogether. This means that business communication is now a world-encompassing discipline. On the other hand, the cultural differences between nations, regions and ethnic groups, far from being extinguished, are becoming stronger (Lillis and Tian, 2010). This means that global/international business communication, a cross-cultural process, requires managers to be well informed about cultural differences nationally, locally, and ethnically in order to win in global markets. Cross cultural solutions to international business therefore, are increasingly being suggested as a valid and necessary method in enhancing communication and interaction in and between business partners, between companies and customers, and between coworkers. (Guang & Trotter, 2012,-Page 6457)

Globalization and digital technology are strong factors that influence the necessity for effective, clear, and consistent competency in crosscultural business communication. Globalization at this point in time is highly unavoidable. The world has greater access to itself and the innumerable cultural artifacts including commodities, than it has in previous eras in known human history. The importance of globalization with respect to crosscultural communication cannot be emphasized enough. Globalization has helped make cultural literacy a high priority and necessity for businesses of various sizes. Guang & Trotter suggest that cultural literacy must occur on several levels in order to be effective and thorough, including on the local, national, and ethnic levels. They do not think to include gender as a culture, but it is a culture, and a very important one with respect to national culture, national identity, individual identity, and therefore style of communication.

Globalization and technology have influenced business communication in other ways as well. Socialization has risen as a prominent and significant aspect to business. Socialization also referred to currently as networking are key elements to a business' communication style and strategy. Experienced and often successful business professionals know that there are plenty of opportunities to conduct business and perhaps conduct the best business while socializing and networking with colleagues and competitors. Though the setting may be more informal during a social event, the concept of business communication, especially across cultures is valid and rings true. Just as there are opportunities to make better deals outside of the board room than in it, social events also provide the potential for intensified crosscultural miscommunication and other subsequent mishaps that are the result of intercultural communication faux pas.

Transferred to the level of multinational communication, this issue gains new dimensions not only in terms of extension, but also as a result of the wide range of systems of values involved. In the age of globalization, where geographic borders have gradually lost their traditional separating rigidity, gaining an integrative rather than a separating meaning, cross - cultural communication abilities have become crucial for the survival and development of any company. Therefore, communicating across cultures involves good command of a complex network of cultural frames that yields a heterogeneous business environment, where people bring along their individual culturally and ethnically determined values, beliefs, and perceptions. (Dumbrava, 2010,-Page 84)

Dumbrava argues that the social aspect of business communication is more tense that formal business communication. (2010) She suggests that a great deal more acting must be done on behalf of the business representatives during social interactions. (2010) She asks readers to consider again, as the paper suggested earlier, that the communication issues that occur on a smaller scale, such as on the interpersonal level, are intensely magnified and scaled up when they occur within the context of an international business.

Business communications involve communications from company to customer (such as advertising), internal business communications (such as from senior management to first-line management), and business-to-business communications (such as negotiations). Other business communications include business-to-government communications. All of these various kinds of communications are fraught with the risk of miscommunication, even when they are inter-cultural. When those communications are carried out cross-culturally, the chances of miscommunication rise exponentially. (Setlock et al., 2012,-Page 6462)

It is crucial that business professionals are well informed and well educated as to the business etiquette and social etiquette of the people with whom they are conducting business and with whom they are holding business communications. It is also a useful tactic of the executive branch of a business to establish a clear and pervasive cultural identity for the company itself. As the paper will later argue with the support of other authors, a firm sense of one's own identity and culture are extremely helpful when learning another culture with whom a business conducts business and engages in business related communications.

When it comes to intercultural communication, the adage, "knowledge is power," rings true. There are in fact positions within large and profitable international…

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