Cross Cultural Dimensions

CROSS CULTURAL
DIMENSIONS OF
BUSINESS
COMMUNICATION
BY DIVYANSH KUMAR
Communication Model:
Cross Cultural Communication
Cross-cultural communication occurs when a person from one culture
sends a message to a person from another culture. Cross-cultural
miscommunication occurs when the person from the second culture
does not receive the sender’s intended message. The greater the
differences between the sender’s and the receiver’s cultures, the
greater the chance for cross-cultural miscommunication.
Definition
Lustig and Koester defined it as “the presence of at least two
individuals who are culturally different from each other on such
important attributes as their value orientations, preferred
communication codes, role expectations, and perceived rules of social
relationship.”
Frameworks and Cultural Dimensions
Hofstede‟s cultural dimensions model:

Geert Hofstede is a Dutch social psychologist and anthropologist who
has studied the interactions between cultures. The theory is based on
the idea that value can be placed upon six cultural dimensions. These
are…
 Power Distance (equality versus inequality)

 Individualism vs. Collectivism
 Masculinity Vs. Femininity
 Uncertainty Avoidance
 Long-term vs. Short-term Orientation
 Indulgence vs. Restraint
(Contd.)
Hall & Hall’s cultural value orientations:
These dimensions can serve as a framework to understanding some cultural

differences managers may face in business context, for instance, when dealing
with partners across borders or managing an international team.
 Perception of time: time focus and time orientation

Monochornic and Polychronic
 Communication: high-context and low-context
(Contd.)
Language: verbal and non-verbal:
“Cross-cultural communication requires not only knowledge of another

language but also familiarity with non-verbal behavior and cultural practices,
values, and customs. Extending beyond an understanding of the words, it is
the ability to understand hidden meanings, motivations and intentions. Non-
verbal communication (Body language) Non-verbal communication, although
not directly dependent on use of language, is crucial to one's understanding of
communicated message. It can include touch, glance, eye contact, proximity,
gestures, facial expressions and posture
PROBLEMS OF CULTURAL DIFFERENCES:
Body positions and movements:
Body positions and movements differ among cultures. For example, in some cultures,
people sit; in other cultures, they squat. Who is to say that sitting is more advanced
or better? Manners of walking differ among cultures. Communication with body
parts(hands, arms, head, etc.) varies by culture. Hand gestures differ by culture. So do
eye movements, touching and handshaking.
PROBLEMS OF CULTURAL DIFFERENCES
(Contd.)
Body motions or kinesics can be categorized as follows:
 Emblems- nonverbal actions that have a verbal translation into a word, phrase
or symbol. Gesture of thumb and forefinger to form a circle to say “OK” in US and
to indicate an obscenity in Brazil.
 Effective displays- facial expressions such as a frown, a smile, or lips pulled down
at the corners.
 Illustrators– nonverbal acts accompanying speech. Examples include an upturned
thumb to indicate that a ride is desired or pointing a finger to indicate a direction.
 Adapters– nonverbal behavior that modifies or add to what is being said. For
example, folded arms may indicate disgust or that a person is feeling closed to
others; a wave may be used as a friendly greeting; leg swinging and finger
tapping may indicate anxiety.
 Regulators– movements that maintain interaction and provide feedback. Head
nods or changing gaze can indicate that it is the other persons turn to talk. A
head nod can also indicate listening
(Contd.)
Views and Practices Concerning Factors of Human Relationships:
Probably causing even more miscommunication than differences in body
positions and movements are the different attitudes of different cultures toward
various factors of human relationships.
We will review seven major factors:

 Time - views about time differs widely. Some cultures stress punctuality
(monochronic) but some do not (especially of the Middle East & some parts
of Asia).
 Space – space is viewed differently by different cultures. In some cultures,
people want to be far apart (North American); in other cultures, they want to
be close (some Arabian& South American).
 Odors – some cultures view body odors as bad (American work hard to
neutralize body odor), others view them as normal
(Contd.)
 Frankness - High-context cultures are more frank and explicit than Low-
context cultures. Germans and Israelis are even more frank than
Americans.
 Intimacy of Relationships – in many cultures, strict social classes exist,
and class status determines how intimately people are addressed and
treated in communication. Similarly, how people view superior-
subordinate relations can vary by culture. The role of women varies
widely by culture. In North America, we continue to move toward a
generally recognized goal of equality. In many Islamic cultures, the role
of women is quite different.
 Values – each culture has different values concerning such matters as
attitudes towards work, employer-employee relations, and authority.
 Expressions of Emotions – social behavior varies by culture, such as
practices concerning affection, laughter, and emotion. Included is the
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CROSS CULTURAL

Hofstede‟s cultural dimensions model:

 Power Distance (equality versus inequality)

These dimensions can serve as a framework to understanding some cultural

 Perception of time: time focus and time orientation

“Cross-cultural communication requires not only knowledge of another

Body positions and movements:

We will review seven major factors:

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