Culture in the Context of Communication

Question: Discuss about theCulture in the Context of Communication. Answer: Introduction: Culture is vital in business as it influences the choice of communication style adopted by an organization with their business partners and the customers. Culture refers to a set of beliefs, values, and basic assumptions, policies, orientation of life, behaviours and customs that are adopted by a particular group of people or community and influences the behaviours of each member of the group or the community respectively (Samovar, Porter, McDaniel Roy, 2014). The culture is learned, shared and become accepted by a group of people or the community. Learning and understanding the culture of the parties involved in business is a stepping stone to enhancing effective communication between the parties. The international businesses mostly involve professionals from different cultural groups and effective deal in the market can be enhanced when the professionals understand cultural communication. The cultural factors that include language, dress codes and gestures may create an obstacle t o business communication. According to Moran, Abramson Moran (2014), understanding of cultures when engaging in business activities is paramount as it eliminates misunderstanding and enhances effective communication. The parties involved in making business deals should first learn the culture of each other prior to interacting in order for the deal to be successful. Discussion The cultural difference acts as a major barrier to communication between parties that engage in business activities from different countries. Appropriate strategies should be adopted by partners of a business from different countries in order to prevent cultural differences deterring effective communication and major decision made by the parties (Moran, Abramson Moran, 2014). The following are the cultural factors that make the cross- cultural communication succeed or fail while conducting business activities. Customs The customs of a particular group of people or culture plays a major role in the way they interact and communicate with each other. Samovar, Porter, McDaniel Roy (2015) assert that the basic customs including mannerism and gestures are important in determining the appropriate body language to be used while approaching a customer from a different culture group or country. The sales person should have prior knowledge on the customs of a customer from a different culture before engaging in meeting or sales related activities. The understanding of the customs of different culture enables the business parties from different cultures to act and behave in a manner that suits the other party. The selection of the appropriate action and body language is enhanced by understanding the customs of the different cultures. Language Barriers The language barrier can be an issue when interacting with members of a different culture from different countries. The language barriers can not only emanate from not understanding the language of the other partner from a different culture but also from the differences in the tone embraced by the different cultures. The language barrier has been the main barrier to effective communication between members from the different cultures (Jandt, 2015). The interacting members from the different culture should understand the language of their partners in order to enhance effective communication. Heltai (2016) assert that an interpreter should be involved if the interacting parties do not understand the language of the other party. The language barrier can also emanate from the tone used between the members from the different cultures. Different countries use different tones while communicating. The Germans and the people from the United States for examples are more aggressive and assertive and speak loudly while making suggestions and sharing ideas. The Japanese on the other hand are passive and speak softly while sharing suggestions and ideas. Understanding the tone used by different cultures is important in enhancing effective communication. Gender Roles and Target Audience The target audience should be considered before initiating advertisements and marketing campaigns across different cultures. The target audience should first be researched before launching the marketing campaign in order to enhance effective communication. The campaign should be in line with the cultural norms of the people of a specific culture and this prevents insulting the target audience hence making the campaign successful. Different cultures possess different ideologies, gender views and conservatism which should be put into consideration while launching the communication style to be adopted during marketing campaign and advertisement (Shinnar, Giacomin Janssen, 2012). The gender roles are one of the major determinants on the communication style to adopt while advertising the products for the business. The Swedish women make the major decisions on the purchasing decisions while the Austrian and the Japanese men make the major decisions on the purchases (Shinnar, Giacomin Jan ssen, 2012). The appropriate communication should, therefore, be applied while advertising the goods to different cultures of people depending on the gender roles of the different cultures. Timing of Communication The globalization has made it possible for different countries of diverse cultural background to conduct business activities. According to Pieterse (2015), globalization has been made possible by use of technology that has enhanced connection with people from the outside world. The cultural differences can affect communication with the use of technology between members of different countries. The cultural differences, for example, can affect availability for a video conferencing or international phone call. The Americans culture, for example, have a short lunch break than the Spanish culture and hence may interfere with video conferencing call between the two cultures due to availability. It is, therefore, important to schedule a conference call after ascertaining that all the stakeholders from different cultures will be available. The time zone for the different parties should also be considered while making the video conferencing and international calls (Pieterse, 2015). Appropriat e time should be selected while communicating with people of different cultures from different countries. Politics Influence on Culture The politics of a country can affect how a company or people conduct the business and impact on the communication during a negotiation. Government pride and Nationalism can be adopted by some cultures which make them prefer purchasing products from companies and organizations that have government backing (Gupta Ferguson, 2012).Agreements and negotiation can also be affected by cultures that do not tolerate political disputes. The parties involved in business should avoid discussion on politics that may result in disagreement with the other party. The Religion Religion adopted by the different culture of people act as a barrier to communication. The parties involved in business activities from different religious background find it difficult to communicate with each other as different religions have different ideas and perceptions (Alagic, Nagata Rimmington, 2009). The parties involved in business should, therefore, understand the religion of the business partner to prevent ideas that may demoralize the other partner due to differences in religious denominations and belief Age Identity The age may act as a communication barrier between people from different cultural background. According to Zillmann Bryant (2013), the age identity is different from different cultures and determines how people of different ages interrelate with each other. Some cultures are mindful of the elders opinions before making decisions while other cultures take their advice on making decisions. Communication barrier can result when a business partner from a culture that consults their elder for opinion operates with another partner who makes their own decisions. The sales personnel experience problems in influencing the customers to purchase their products if the customers have to consult their elder. The sales person should, therefore, understand the age identity of the culture in order to enhance effective communication with the customers. Conclusion The cross cultural understanding is significant for managers, business leaders and executives as it ensures effective communication with different cultural groups. The cultural differences may make the communication between different cultures fail. The international business should ensure that they learn the culture of their customers and the people they are partnering with in order to enhance effective communication and make their business successful. The cultural factor that may affect communication includes customs, language barrier, gender roles, politics, and time of communication, religion and age identity. Successful businesses that run across different cultures analyses the culture of the people and attempt to prevent cultural factors that may inhibit effective communication with their customers. 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