Transcript co_10
Communication in Organisation Lecture 10 Cultural Barriers to Communication Communication & Organisation Lecture 10 1 Culture • it is not innate, but learned • it is shared by group members, and defines boundaries between different groups • language is a major component of culture Communication & Organisation Lecture 10 2 General Motors • Ad should read ‘Body by Fischer’ • It actually read ‘Corpse by Fischer’ Communication & Organisation Lecture 10 3 Hertz strap-line • ‘Let Hertz put you in the driving seat’(liberation and action) • ‘Let Hertz make you a chauffeur’ (change your occupation or status) Communication & Organisation Lecture 10 4 Cultures and Nations High context culture – the meaning of individual behaviour and speech changes depending on the situation – nonverbal messages are full of important meaning (Read between the lines) – e.g. Japan Communication & Organisation Lecture 10 5 • Low context culture – intentions are expressed verbally – the situation does not change the meaning of words – e.g. Switzerland, India, China, Australia, New Zealand Communication & Organisation Lecture 10 6 English is generally a Low Context language i.e it is explicit and not dependent upon context very much………….. Japanese is a High Context language Communication & Organisation Lecture 10 7 Silence may be Positive or Negative dependent upon the Cultural context Communication & Organisation Lecture 10 8 Cultural Mediation Intended Message Interpreted Message Location Participants Stereotypes Relationship Communication & Organisation Lecture 10 9 Non-Verbal Communication •Kinesics Hand Gestures Eye contact Body/head movements •Paralanguage How we say things •Proxemics Communication & Organisation Lecture 10 10 Social and cultural influences on the international buyer • Cultural differences – – – – language, spoken and silent mental processes and learning values and norms rewards and recognition • Type of buyer behaviour – consumer – business – government Communication & Organisation Lecture 10 11 • The influence of others in the buying process • decision-making unit • family • peers • Specific cultural influences – religion – education – family – reference groups Communication & Organisation Lecture 10 12 • The influence of the market – distribution channels – manufacturer – service provider Communication & Organisation Lecture 10 13 ‘Self-Reference Criteria’ • Define problem or goals in terms of homecountry cultural traits, habits and norms • Define problem or goals in terms of foreign cultural traits, habits and norms • Isolate the SRC influence in the problem and examine it carefully to see how it complicates the problem • Redefine the problem without the SRC influence and solve for the foreign market James Lee (1966) Communication & Organisation Lecture 10 14 Written English: but what does it mean? Japanese hotel notice to guests: ‘ You are invited to take advantage of the chambermaid’ Bangkok dry cleaner to potential customers ‘Drop you trousers here for best results’ A Roman laundry innocently suggests: ‘ Ladies, leave your clothes here and spend the afternoon having a good time’ Communication & Organisation Lecture 10 15 A Copenhagen Airline promises to ‘Take your bags and send them in all directions’ A Hong Kong dentist claims to extract teeth ‘By the latest Methodists’ A French hotel indicates: For your pleasure there is a French Widow in every bedroom Communication & Organisation Lecture 10 16 An outline of cross-cultural analysis of consumer behaviour • Determine the relevant motivations of the culture • Determine the characteristic behaviour patterns • Determine what broad cultural patterns are relevant to this product • Determine the characteristic forms of decision making Communication & Organisation Lecture 10 17 • Evaluate promotion methods appropriate to the culture • Determine appropriate institutions for this product in the mind of the consumer Communication & Organisation Lecture 10 18 Question ? Communication & Organisation Lecture 10 19 English Words Find examples of words that sound the same but have different meanings Find examples that Confuse……. Communication & Organisation Lecture 10 20