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The following text is selected
from Robert Gibson’s new book Intercultural Business Communication.
Although his concern mainly lies in business communication,
Gibson offers a clear and concise definition of culture as
well as intercultural communication and that’s why the passage
is selected for this section. It reminds us of the very purpose
of language teaching. If the goal of teaching and learning
a foreign language is to enhance effective communication with
people from other countries, the underlying culture should
not be ignored for it is the root of one’s communicative behavior.
Cindy Lee
By Robert Gibson
Culture
There are a great many ways of defining the word CULTURE.
In this book [Intercultural Business Communication], culture
is not used in the sense of literature, music, and art, but
rather in the sense of a shared system of attitudes, beliefs,
values, and behavior. Hofstede has called it 'collective mental
programming', or the 'software of the mind'. For some, it
is simply 'the way we do things around here'.
Various models have been used to illustrate
the concept. It can be seen as an iceberg, for instance, with
the tangible expressions of culture and behavior above the
surface of the water, and the underlying attitudes, beliefs,
values, and meanings below the surface. Depending on the individual’s
perspective, those involved in intercultural interactions
could be on a cruise liner approaching the iceberg, or the
Titanic about to crash into it.
The onion model sees layers of culture
which can be peeled away to reveal underlying basic assumptions.
The tree model contrasts visible and hidden culture, with
the roots providing an image of the historical origins of
culture. Moving between cultures is like transplanting a tree—to
be successful, the roots have to be protected, and support
will be needed in the new environment.
Types of culture
When interculturalists use the word 'culture' they do not
just mean national culture, but the whole range of different
types of culture. These include
- corporate culture (for example,
the culture of Microsoft)
- professional culture (for example,
the culture of lawyers or doctors)
- gender (the different cultures
of men and women)
- age (the different cultures of young,
middle-aged, and old people)
- religious culture (for example,
Catholicism, Protestantism, Islam)
- regional culture (for example, Northern
and Southern Italy)
- class culture (working class, middle
class, and upper class).
In some cases these factors may play
a more significant part than national culture in binding people
together. Scientists of different nationalities work together
on research projects frequently report on how their common
professional interests are so strong that national cultural
differences become unimportant.
Intercultural Communication
Communication can be defined as the exchange of meaning. This
involves the sending and receiving of information between
a SENDER and a RECEIVER. This happens not only through the
use of words, but also through non-verbal factors, such as
gestures and facial expression. The message received can be
very different from the message that was sent.
The idea or feeling comes from the
SOURCE. This is put into symbols (en- coded) to produce a
MESSAGE which is transmitted through a CHANNEL. The channel
is the medium used for communication (for example, writing).
The message is interpreted by the RECEIVER (decoded), who
responds. The CONTEXT is the environment in which the communication
takes place. ‘NOISE’ means anything which distorts the message.
Intercultural communication takes place
when the sender and the receiver are from different cultures.
Communication can be very difficult if there is a big difference
between the two cultures; if there is too much ‘cultural noise’,
it can break down completely. The most common barriers to
intercultural communication are: Attitude, Perception, Stereotypes,
and Cultural Shock.
Source:
Gibson, R. (2002) Intercultural Business Communication. UK:
Oxford University Press.
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