CCC Lecture 4

CROSS CULTURAL
COMUNICATION
LCS 221
Lecture 4
Presented by
Ms Geraldine G.L. Hartman
Lecture Recap:
Differences in how we use language (Part 1)
➢ Silence
➢ Animation and elaboration
➢ Directness and indirectness
➢ Content organization
➢ Power relations
➢ Taboo
Lecture Outcomes: Aims
To define and explain the following key concepts in their
own words:
• Turn-taking
• Persuasive Strategies
• Attitudes to Language
• Conversational Behaviour
• Second Language
Competence
• Linguistic Convergence
• Communication
• Linguistic Divergence
Accomodation
➢ Apply these concepts to personal experiences and practical problems
Persuasive Strategies
Differences in terms of how we persuade other people (to do things, buy a product, etc.).
Collectivistic Cultures
Individualistic Cultures
Collectivists’ persuasion strategy focuses on

Individualists’ persuasion strategy focuses
contextual factors such as duty and
on the person; they tend to threaten others
obligation (to the company, organization,
or give them ultimatums (e.g., ‘If you don’t
group, family, etc.) e.g. ‘It is your duty to
get to work on time, get another job’)
arrive on time.’
Persuasive Strategies in Marketing
Individualistic Cultures Collectivistic Cultures
- advertisements targeting individualistic - advertisements targeting collectivist

cultures tend to focus more on individual cultures emphasize on benefits to or
benefits and preferences, personal success, success/harmony of the family, group, etc.
and independence
Conversational Behaviour
Have you ever been part of a conversation where you felt you couldn't
express your thoughts because someone else was talking continuously?
How did that affect you?

Refers to the patterns, practices and norms that people follow during interactions and
communications with others.
It encompasses a wide range of verbal and non-verbal actions, such as:
Turn-taking: the process whereby one speaker stops talking and another one begins
(takes the floor) in a conversation.
:The way people manage when to speak and when to listen in a conversation
Conversational behavior varies widely across different cultures, social contexts, and individual personalities. It
plays a crucial role in effective communication, relationship building, and social interaction, amongst other.
1: Length Between Turns
The time between the moment one speaker stops and another begins
Brief period vs. longer period between turns

Confusion can occur due to the differing expectations of turns of lengths
* A speaker who expects brief turns may feel pressured to continue talking if the other person does not
take their turn quickly.
* A speaker who prefers longer turns may feel they are not given an opportunity to speak.
those who prefer longer turns often uses pauses to maintain their turn
Conversational behavior varies widely across different cultures, social contexts, and individual personalities. It
plays a crucial role in effective communication, relationship building, and social interaction, amongst other.
2: Length of the Turn itself
This relates to how long each speaker’s utterances are (e.g., short vs long sentences; single
sentence vs. multiple)
Example:
Maria: I think the main issue we need to address is the way communication happens in meetings. It's not just about what is being s aid
but also how it's being presented and whether everyone gets a chance to contribute…
Alex: Absolutely, Maria, I agree. Often, the more extroverted team members dominate the conversation, which can lead to less input
from others = =
Maria: = =Yes, exactly. It's important to have a balance, ensuring that quieter team members also have a chance to share their ideas.
We could perhaps use a system where everyone gets a designated turn to speak. By implementing a more structured approach,
we can ensure that every voice is heard. This way, we're not missing out on potentially valuable insights from those who may be
more reserved in group settings...
(Source: Example conversation for study purposes)

Individualists Collectivists
-Turns of each speaker are more or less of -Take long to develop a point;
equal length the listeners use backchanneling cues (e.g.: head
-Conversation is more of a dialogue than a nodding; yeah; ok; hm; uh-huh; wow! … etc.) to
monologue signal that they are listening
-They conclude through silence of the other -Conversation is more of a monologue than a
speaker that he/she has no ideas/ nothing dialogue
to say. -The speaker hogs the floor to himself
as a result, they may be viewed as being egocentric
Language Attitudes
• Language attitudes refer to the feelings, beliefs, and opinions that people have about different
languages or dialects.
• These attitudes can influence social interactions, language policy decisions, and individual language
choices.
• For instance, people might perceive certain languages as more prestigious, attractive, or useful, while
others might be viewed as less desirable or inferior.
Language Attitudes
The languages we speak may influence the way others perceive us
People tend to judge others based on their accents

For example:
(i) English-English accent is associated with greater education
(ii) English with an Afrikaans accent is associated with trustworthiness
(iii) English with a Xhosa accent is associated with poor education
Black people with English accents may be stigmatized

e.g., ‘coconuts’ (meaning you are black outside and white inside)
Second Language Competence
• Second language competence refers to the ability of an individual to effectively communicate and
understand a language that is not their native tongue.
• Having a limited competence in the language being used may result in not being able to communicate a
message clearly.
• That is, having limited resources (vocabulary, grammatical knowledge, …) in the second language to
develop your point.
Communication Accommodation
Linguistic Convergence Linguistic Divergence
• Emphasize linguistic similarities

• Emphasize linguistic differences
•
•
Maintaining their own ways of communicating.
Talking and communicating like the way
• Avoiding talking the way others do.
others do
• Diverging with the intention of distancing
• Showing convergence for social yourself from others
approval, to be understood more • Showing convergence or divergence depends on
easily, etc. a context sometimes
People may either show patterns of convergence or divergence when communicating with others
In what context will you show convergence or
divergence behavior?
Conclusion
Persuasive Conversational Attitudes towards
Strategies Behaviour Language
Turn-taking
Second Language Communication Linguistic

Competence Accommodation Convergence
Linguistic Divergence

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CROSS CULTURAL

Collectivists’ persuasion strategy focuses on

- advertisements targeting individualistic - advertisements targeting collectivist

How did that affect you?

Brief period vs. longer period between turns

(Source: Example conversation for study purposes)

People tend to judge others based on their accents

Black people with English accents may be stigmatized

• Emphasize linguistic similarities

Second Language Communication Linguistic

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