Culture and communication

Cultural values exercise:

Answer the following statements:

1. It is best to answer questions with direct and honest answers.

It is best to avoid giving direct and honest answers because you may offend or embarrass someone with your answers.

2. I always address people by their first names to show that we are equal.

It is disrespectful to address people by their first names especially if they are older or have a higher position that you do.

3. If a person does not look at me while we are speaking, he is trying ot hide something.

It is disrepectful to look directly at a person who is older or has a higher authority during a conversation.

How did you answer?

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Is translation enough?

Translation does not mean knowledge and understanding of cultural values. Cultural gaffes in international business abound:

Frand Perdue's slogan "It takes a tough man to make a tender chicken", when translated into Spanish read," "It takes a virile man to make a chicken affectionate."

• Cigarettes advertised with low tar translated into low "asphalt"
• Computer software translated into computer "underwear"
• Hydraulic rams translated into "wet sheep"

More recently, the CIA admitted that they misinterpreted Zarqawi's letter that they originally thought was a desperate appeal for al-Qaida money. Experts say that the letter was actually a challenge to Bin Laden and was meant to express sarcasm and irony. (Reported by worldnetdaily.com, Posted: March 13, 2004.)

Myth #1: English is rapidly becoming the international language of business, therefore we do not need to learn another language.

English is only one of the major languages of world trade and spoken by only 5 percent of the world's population. As the examples suggest, concepts do not translate exactly the same in another language.

Myth #2: If they want to do business with us, they will have to learn our language.

We are now engaged in a very diversely cultural market where relationships and rapport can be a competetive advantage. Knowing a second language is a marketable skill for multinational and domestic workers.

Myth # 3. Every country is going to do business the American way.

Business practices may seem to converge because of students from other cultures being educated in the Western/American management practices, but the core values of a culture may continue to influence the way decisions are made.

Learning the language of another culture gives us insight into the worldview of another culture. This is clearly an important skill not only in negotiations and business dealings, but also in long-term personal and social relationships.

• Hofstede's Cultural Dimensions
• World Values Survey
• Intercultural Relations
• Cultural Policy

The most important thing in COMMUNICATION is to hear what isn't being said.
Peter F. Drucker 1909-
American Management Consultant, Author

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