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Module 2

Here are 5 comparisons between the advertisements in Sweden and Saudi Arabia: 1. The Swedish advertisement features a woman in a swimsuit while the Saudi advertisement features no humans. 2. The Swedish advertisement promotes the product (ice cream) directly while the Saudi advertisement does not show the product at all. 3. The Swedish advertisement depicts a beach setting while the Saudi advertisement has no setting depicted. 4. The Swedish advertisement has a colorful, eye-catching design while the Saudi advertisement has a simple, text-based design. 5. The Swedish advertisement would be considered revealing in Saudi culture while the Saudi advertisement adheres strictly to modesty standards.

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Sopphia Calope
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23 views15 pages

Module 2

Here are 5 comparisons between the advertisements in Sweden and Saudi Arabia: 1. The Swedish advertisement features a woman in a swimsuit while the Saudi advertisement features no humans. 2. The Swedish advertisement promotes the product (ice cream) directly while the Saudi advertisement does not show the product at all. 3. The Swedish advertisement depicts a beach setting while the Saudi advertisement has no setting depicted. 4. The Swedish advertisement has a colorful, eye-catching design while the Saudi advertisement has a simple, text-based design. 5. The Swedish advertisement would be considered revealing in Saudi culture while the Saudi advertisement adheres strictly to modesty standards.

Uploaded by

Sopphia Calope
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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INTERCULTURAL

COMMUNICATION
MODULE 2
BY THE END OF THE LESSON,
YOU WILL HAVE BEEN ABLE TO
• ⌂ define intercultural communication;
• ⌂ demonstrate effective intercultural communication skills in a speech
situation;
• ⌂ develop appreciation for different cultural perspectives;
• ⌂ practice effective intercultural communication;
• ⌂ apply learning and thinking skills, life skills, and ICT literacy
in understanding intercultural communication;
• ⌂ communicate sensitively, taking into consideration a
listener’s gender, religion, beliefs, and traditions; and
• ⌂ reflect on your learning about intercultural communication.
DEFINITION AND NATURE
OF INTERCULTURAL
COMMUNICATION
DEFINITION AND NATURE OF
INTERCULTURAL COMMUNICATION
• Intercultural communication happens when individuals interact, negotiate, and create
meanings while bringing in their varied cultural backgrounds (Ting-Toomey, 1999).
• For some scholars, intercultural communication pertains to communication among
people from different nationalities (Gudykunst, 2003). Still, others look at
intercultural communication as communication that is influenced by different
ethnicities, religions, and sexual orientations.
• Both interpretations show that intercultural communication takes place when
people draw from their cultural identity to understand values, prejudices, language,
attitudes, and relationships (Gudykunst & Kim, 2003). Moreover, this facet of
communication can also be seen as a bargained understanding of human experiences
across diverse societies. Simply put, intercultural communication is the sending and
receiving of messages across languages and cultures.
DEFINITION AND NATURE OF
INTERCULTURAL COMMUNICATION
•Sometimes, intercultural communication can flow smoothly and become very
interesting for a cross-cultural group. However, things may not go as planned when
communication is disrupted by cultural collisions.
•When you speak, your speech is continuously accompanied by gestures, facial
expressions, and other body movements that add to what you are saying in
different ways. For example, nodding means “yes” in the Indian subcontinent,
Iran, most of Europe, Latin America, and North America. However, in Greece,
Lebanon, Syria, Palestine, Turkey, Macedonia, Bulgaria, and Albania, nodding
indicates disagreement. Moreover, in the case of Japanese culture, silence as a
form of communication is more integrated in their customs than in Western
languages. It is therefore important for you to acknowledge and understand the
many communication patterns present in other cultures.
THE DEVELOPMENTAL MODEL
OF INTERCULTURAL
SENSITIVITY
THE DEVELOPMENTAL MODEL
OF INTERCULTURAL SENSITIVITY
• The Developmental Model of Intercultural Sensitivity (DMIS) offers a structure
that explores how people experience cultural differences. According to Bennett
and Bennett (2004), it has six stages. These are the following:
THE DEVELOPMENTAL MODEL
OF INTERCULTURAL SENSITIVITY
THE DEVELOPMENTAL MODEL
OF INTERCULTURAL SENSITIVITY
THE DEVELOPMENTAL MODEL
OF INTERCULTURAL SENSITIVITY

•Once you understand these stages, you may apply it to 1) recognize communication behaviors
which differ from your own, 2) take into account what can influence these types of behaviors,
and 3) try to analyze how linguistic and cultural communities differ in terms of communication
behavior and influencing factors (Allwood, 1985).
CHARACTERISTICS OF
COMPETENT
INTERCULTURAL
COMMUNICATORS
CHARACTERISTICS OF COMPETENT
INTERCULTURAL COMMUNICATORS
• World Bank (2010) identifies the following traits that define a competent
intercultural communicator.
1.flexibility and the ability to tolerate high levels of uncertainty
2.reflectiveness or mindfulness
3.open-mindedness
4.sensitivity
5.adaptability
6.ability to engage in divergent thinking (or thinking creatively) and systems-
level thinking (or thinking how each one in a system or organization
influences each other)
7.politeness
CHARACTERISTICS OF COMPETENT
INTERCULTURAL COMMUNICATORS
• Note that in addition to culture, other elements such as gender, age, social status,
and religion must also be taken into consideration when communicating with others.
Refrain from showing bias when talking to someone by following the tips below.
1. Avoid stereotypes, i.e., generalizations about a certain group.
2. Challenge gender norms; avoid using “he” and “man” to refer to a general group of people. To
remedy this, you may use plural pronouns or rewrite a sentence to avoid using pronouns. The
use of his/her is also acceptable.
3. Do not talk down on younger people and the elderly.
4. Be sensitive to the religious practices of others.
5. Be polite at all times; do not belittle people you perceive to be on a lower social class than
you.
ACTIVITY
LOOK AT THE FOLLOWING PHOTO WHICH COMPARES
AN ADVERTISEMENT IN SWEDEN AND IN SAUDI ARABIA.

Note at least 5 comparison


of the advertisements.
1. _______________________
2. _______________________
3. _______________________
4. _______________________
5. _______________________

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