COMMUNICATION AND GLOBALIZATION 2.

Cultural Sensitivity
What is Globalization? Understanding and respecting cultural differences.
GLOBALIZATION is the process of bringing people Avoiding misinterpretation and cultural clashes.
together and making them interact and exchange ideas
across traditional borders (Nowaczyk, 2017). 3. Information Overload

Globalization is the increasing economic, political, and Coping with the sheer volume of information available.
cultural integration and interdependence of diverse Filtering and prioritizing relevant information.
cultures (Gamble and Gamble, 2013).
It involves the exchange of goods, services, information,
and ideas on a global scale. Strategies for Effective Global
Communication
Global Communication
1. Cross-Cultural Training
➤ Global communication refers to the exchange of
information, ideas, and messages across national Training programs to enhance cultural awareness.
borders, transcending geographical and cultural
boundaries. Developing skills for effective cross-cultural
communication.
➤ It involves the use of various communication channels
and technologies to connect people and organizations 2. Use of Technology
worldwide. The impacts of global communication are
Leveraging communication tools and platforms.
profound and wide-ranging, influencing various aspects
of personal, social, economic, and political life. Implementing video conferencing for face-to-face
interactions.
Role of Communication in Globalization
3. Localization of Content
1. Facilitating Cross-Cultural Communication
Adapting communication for specific cultural contexts.
Bridging linguistic and cultural gaps through effective
communication. Tailoring messages to resonate with diverse audiences
The rise of multicultural teams and diverse What is Culture?
collaborations.
Culture refers to a set of patterns of human activity
2. Technology as a Catalyst within a community or social group and the symbolic
structures that give significance to such activity.
Advances in technology, especially the internet and
social media. Customs, laws, dress, architectural style, social
standards and traditions are all examples of cultural
Instantaneous communication across continents.
elements.
3. Business and Economic Connectivity
Some cultures do not exist anymore, such as the Aztec
Global markets interconnected through communication or the Roman. Nowadays, some of the most popular
networks. cultures are the Chinese and the Muslim.

Rapid financial transactions and global supply chains.

4. Political and Social Impact CHARACTERISTICS OF CULTURE

The spread of information influencing political  Cultures are learned, not innate
movements.  Cultures are symbolic
 Cultures are shared
Global awareness and activism on social issues.  Cultures are dynamic
 Cultural Identities are overlapping
► Cultural Integration is a form of cultural exchange in
Challenges in Global Communication which one group assumes the beliefs, practices, and
1. Language Barriers rituals of another group without sacrificing the
characteristics of its own culture.
Diverse languages affecting effective communication.
► Cultural Assimilation occurs when members of one
The need for translation services and language cultural group adopt the language, and beliefs of another
proficiency. group, often losing aspecs of their traditional culture in
the process.
► Multiculturalism is the belief that cultures, races and Challenge: The diversity resulting from globalization
ethnicities, particularly those of minority groups, should presents communication challenges, including language
be accorded special acknowledgment of their differences barriers and differing cultural norms.
within a dominant political culture
Example: Misunderstandings in business negotiations
► Cultural Accommodation refers to the process by due to cultural differences.
which individuals may take on values and beliefs of the
host culture and accommodate them in the public sphere 6.Rise of Multilingual Communication
while maintaining the parent culture in the private Mixed Impact: Globalization necessitates communication
sphere. in multiple languages, promoting multilingualism as a
valuable skill.

Impacts of Globalization on Communication Example: International organizations conduct meetings

in multiple languages to ensure inclusivity.
► According to Danev (2017) the process of
globalization has widely increased the availability of 7. Information Overload
information for people across the world. Challenge: The abundance of information in a globalized
► By the use of internet and advanced mobile services, world can lead to information overload, making it
people are able to discuss business plans and proposals challenging to discern relevant information.
on an international level as well as exchange private Example: Individuals must navigate through a vast array
data securely, Global communication services have also of news sources to obtain accurate information.
contributed to the enlightenment and development of the
political process in a number of states. 8. Cultural Preservation Concerns
1. Increased Connectivity Challenge: Despite cultural fusion, there are concerns
about the preservation of unique cultural identities in the
► Positive Impact: Globalization has facilitated face of global influences.
unparalleled connectivity. Individuals, businesses, and
governments can communicate instantly across Example: Efforts to protect and revitalize indigenous
continents. languages and traditions.
► Example: Social media platforms enable people to
share information and ideas in real-time, fostering a
global conversation. Issue on the imbalanced on Global communication

2. Digital Transformation ► The imbalance in global communication is a

significant issue arising from the process of
► Positive Impact: Globalization has driven the digital globalization. This imbalance manifests in various
revolution in communication technologies. The shift from aspects, and addressing these disparities is crucial for
traditional to digital tools has made communication faster creating a more equitable and inclusive global
and more efficient. communication landscape.
► Example: Businesses use video conferencing, Key dimensions of the issue:
collaboration software, and cloud-based communication
tools for global operations. 1. Access to Communication Technologies

3. Cultural Fusion • Issue: There is a digital divide between developed and

developing regions, affecting access to communication
Positive Impact: Globalization encourages the blending technologies.
of cultures through communication, leading to a more
interconnected and diverse world. Impact: Limited access hinders the ability of certain
populations to participate in global conversations,
Example: The popularity of international music, movies, access information, or engage in online opportunities.
and fashion reflects a globalized cultural exchange.
2. Language Disparities
4. Business Expansion Opportunities
Issue: The dominance of a few languages in global
Positive Impact: Globalization allows businesses to communication can marginalize speakers of less widely
access international markets, fostering economic growth spoken languages.
and creating opportunities for expansion.
Impact: Language barriers limit effective communication,
Example: E-commerce platforms enable small leading to exclusion and making it difficult for diverse
businesses to reach a global customer base. voices to be heard on a global scale.
5. Challenges in Cross-Cultural Communication 3. Economic Disparities
• Issue: Unequal economic development can result in
disparities in the ability to afford and access
communication tools and services. Here are several aspects highlighting the power of ICT:

Impact: Marginalized communities may lack the 1. Enhanced Connectivity

resources to participate fully in global communication, Global Communication: ICT enables instant and
perpetuating economic inequalities. seamless communication across the globe, breaking
4. Content Production and Distribution down geographical barriers.

Issue: The majority of global content is produced in Social Connectivity: Social media platforms and
certain regions, often reflecting a particular cultural communication apps connect people, fostering a global
perspective. community.

Impact: Other cultural voices may be underrepresented, 2. Economic Impact

leading to a skewed understanding of global issues and Business Efficiency: ICT tools streamline business
perpetuating cultural hegemony. processes, enhance productivity, and facilitate efficient
5. Information Flow Control decision-making.

• Issue: Some countries or entities may control or restrict E-commerce: Online platforms enable businesses to
the flow of information, limiting access to diverse reach a global customer base, contributing to economic
viewpoints. growth.

Impact: Censorship and control hinder the free exchange 3. Education and Knowledge Sharing
of ideas, stifling open communication and impeding the Access to Information: ICT provides access to vast
development of informed global citizens. amounts of information, leveling the playing field in terms
6. Power Dynamics in International Organizations of educational opportunities.

Issue: Power imbalances in international organizations E-Learning: Online education platforms make learning
may influence the direction of global communication accessible to individuals worldwide, promoting lifelong
policies. learning.

Impact: Decisions favoring certain nations or interests 4. Innovation and Research

can further marginalize the voices of less powerful Accelerated Innovation: ICT drives rapid innovation
nations in global discussions. across various industries, fostering creativity and
7. Educational Disparities problem-solving.

Issue: Variances in educational systems and resources Research Collaboration: Researchers can collaborate
contribute to disparities in communication skills and globally, accelerating the pace of scientific and
media literacy. technological advancements.

• Impact: Individuals with limited access to quality 5. Healthcare Improvements

education may struggle to critically engage with and Telemedicine: ICT facilitates remote healthcare services,
contribute to global conversations. connecting patients with healthcare professionals
8. Representation in Media regardless of geographical distances.

Issue: Lack of diversity in media representation Health Information Systems: Electronic health records
perpetuates stereotypes and excludes underrepresented and data analytics improve healthcare management and
groups. research.

Impact: Limited representation hinders the 6. Government and Governance

understanding of diverse perspectives and contributes to E-Government Services: ICT enables the delivery of
the reinforcement of biased narratives. public services online, making government services
more accessible and efficient.

The Power of Information and Communication Transparency and Accountability: ICT tools support
Technology (ICT) transparent governance and empower citizens through
access to information.
► has become a powerful force shaping the way
individuals, businesses, and societies operate and 7. Social Impact
communicate. The power of ICT lies in its ability to Community Building: Social networks and online
enhance connectivity, improve efficiency, foster communities empower individuals to connect, share
innovation, and drive socioeconomic development. experiences, and collaborate.
Activism and Advocacy: ICT plays a vital role in social ► Educational Platforms
movements, enabling the rapid dissemination of
information and mobilization of support. ► Political and Social Activism

8. Infrastructure Development ► Entertainment and Pop Culture

Smart Cities: ICT is crucial for building smart cities with ► Health and Wellness Communities
advanced infrastructure, efficient public services, and ► Crisis Response and Humanitarian Aid
sustainable solutions.
► Cultural Exchange and Global Awareness
Digital Inclusion: ICT initiatives contribute to bridging the
digital divide, ensuring equitable access to technology.
9. Environmental Sustainability Functions of social media
Monitoring and Conservation: ICT tools are used for 1. Communication and Connection
monitoring environmental conditions and promoting
sustainable practices. Personal Communication: Social media platforms
facilitate instant communication, helping individuals stay
Remote Sensing: Satellite and sensor technologies aid in touch with friends, family, and acquaintances,
in environmental research and resource management. regardless of geographical distances.
Global Connectivity: People can connect with individuals
and communities worldwide, fostering a sense of global
10. Crisis Response and Management community and understanding.
Emergency Communication: ICT plays a critical role in
coordinating and disseminating information during
natural disasters and crises. 2. Information Sharing
Early Warning Systems: ICT supports the development News and Updates: Social media platforms serve as
of early warning systems for timely responses to real-time new sources, enabling users to access
emergencies. information and updates on a wide range of topics.
Social media applications, their uses, and functions in Educational Content: Users can share and access
global communication educational content, tutorials, and resources,
contributing
Popular Social Media Applications
3. Entertainment
 Facebook
 Twitter Content Consumption: Social media provides a platform
 Instagram for the consumption of various forms of entertainment,
 LinkedIn including videos, photos, memes, and interactive
 WhatsApp content.
 Snapchat
 Youtube User-Generated Content: Users contribute to the
 Tik Tok entertainment landscape by creating and sharing their
 WeChat content, contributing to trends and virality.
 Telegram
4. Business and Marketing
Brand Promotion: Social media is a powerful tool for
The Social Media and its Applications businesses to promote their brands, products, and
services, reaching a broad and diverse audience.
► Social media has become an integral part of modern
communication, revolutionizing the way people connect, Customer Engagement: Companies engage with their
share information, and engage with each other. Its customers directly, addressing concerns, receiving
applications span a wide range of fields, impacting feedback, and building stronger relationships.
individuals, businesses, and society as a whole. Here’s a 5. Political and Social Activism
discussion on social media and its applications:
Awareness and Advocacy: Social media is used to raise
► Social Interaction and Networking awareness about social and political issues, promoting
► Content Sharing and Expression advocacy and activism.

► Information and News Consumption • Mobilization: Activists leverage social media platforms
to mobilize support and organize movements, creating a,
► Business and Marketing space for public discourse.
 6. Expression and Self-Representation
Personal Branding: Users use social media to create Interethnic […different ethnic origins)
and curate their online personas, expressing their
identities, values, and interests. International (different political structures/nations)

• Creativity and Artistic Expression: Social media Intracultural (among members of the same racial, ethnic,
platforms showcase and promote creative works, or co-culture groups)
fostering a space for artistic expression.
7. Collaboration and Networking Cultural differences
Professional Networking: Platforms like q facilitate Cultural differences refer to the distinct ways in which
professional connections and networking, aiding in job people from different cultural backgrounds perceive,
searches, recruitment, and career development. think, interact, and behave. These differences can
Collaborative Projects: Social media enables manifest in various dimensions, which are useful for
collaborative efforts among individuals and groups, understanding and navigating cross-cultural interactions.
fostering innovation and creativity.
8. Health and Well-being CULTURAL DIFFERENCES
Support Communities: Social media provides a space for DEFINITION
individuals facing similar health challenges to connect,
share experiences, and offer support. Cultural differences refer to the diverse beliefs, values,
norms, and practices that distinguish one group of
Mental Health Awareness: Conversations around mental people from another. These distinctions can arise from
health have gained visibility on social media, reducing factors like geography, history, religion, Language, and
stigma and promoting understanding. ancestral backgrounds. Recognizing and respecting
9. Marketplace and E-Commerce them is increasingly Important in a multicultural world.

• Online Shopping: Social media platforms offer e- EXAMPLES

commerce features, allowing businesses to sell products Religion-Religious beliefs and practices are features of
directly to users. all known societies, but they vary significantly between
• Consumer Reviews: Users share product reviews and cultures.
recommendations, influencing purchasing decisions. Marriage-Marriage and families seem to be human
universals, but there is significant variability in marriage
customs.
CHAPTER 3
Examples of cultural differences include differences in
LOCAL AND GLOBAL COMMUNICATION IN values, norms, beliefs, mores. Rituals, mannerisms, and
MULTICULTURAL SETTINGS expressions between different societies.
A. INTERCULTURAL COMMUNICATION
Refers to the process of interpreting and sharing EXAMPLE OF CULTURAL DIFFERENCES
meanings with individuals from different cultures
In America, people shake hands, and even hug each
it also includes managing through patterns and non- other. But in India we just join hands to say namaskar.
verbal communication.
EXAMPLE OF CULTURAL DIFFERENCES
Is influenced by cultural and linguistic variations,
affecting how people approach communication and Arabic language is written from right to left and almost all
address societal concerns. People from different other languages are written from left to right
backgrounds often struggle with understanding
language, context, and meaning, leading to
communication issues. Recognizing and addressing B. DIMENSIONS OF CULTURAL DIFFERENCES
these cultural differences can help reduce
misinterpretation in multicultural settings. 1.INDIVIDUALISM means that the interest of the
individual prevails over the interest the group.

FORMS OF INTERCULTURAL COMMUNICATION

Interracial (interactants are of different races)
2.MASCULINITY culture that place high values on Facial Expressions
masculine traits. It stresses assertiveness, competition,
and material success. Facial expressions are the key characteristics of
nonverbal communication. Your facial expression can
3.POWER DISTANCE institutions and the extent to communicate happiness, sadness, anger or fear.
which less powerful members of organizations within a
country expect and accept that power is distributed Posture
unequally. Posture and how you carry your self tells a lot about you.
4.UNCERTAINTY AVOIDANCE refers to the extent to How you walk, sit, stand or hold your head not only
which people in a culture feel threatened by uncertain or indicates your current mood, but also your personality in
unknown situations. general.

5.TASK vs SOCIAL ORIENTATION. Task-oriented For example, if you cross your arms while standing, you
societies are characterized by a focus on making the indicate that you may be closed off and defensive.
team more competent through training and the use of Meanwhile, walking with your head down and avoiding
up-to-date methods. Socially-oriented societies focus eye contact with others may indicate shyness.
more on collective Haptic or Touch
Haptic communication is communicating by touch.
C. NONVERBAL AND INTERCULTURAL Touch or Haptics is the characteristic of nonverbal
COMMUNICATION communication and used when we come into physical
What is nonverbal communication? contact with other people.

Nonverbal Communication= without words For example: We use handshakes to gain trust and
introduce ourselves.
Nonverbal communication is a process of
communication through sending and receiving wordless
messages. Gestures
A gesture is a characteristic of nonverbal communication
Power of nonverbal communication in which visible body actions communicate particular
message.
Nonverbal communication is the most powerful form of
communication. More than voice or even words, Gestures include movement of the hands, face, or other
parts of the body.
Nonverbal communication helps to create your image in
others mind and even you can express your emotions
and feelings in front of others, which you are unable to THE THUMBS UP
express in words.
The thumbs-up gesture is a sign of approval in most
countries. However, in several countries in West Africa
Form of nonverbal communication and the Middle East, it’s basically giving out the middle
finger.
 Eye Contact
 Facial Expressions FINGERS CROSSED
 Posture In most cultures, crossing your fingers means you’re
 Haptics or Touch hoping for good luck. But not in Vietnam because this is
 Gestures the gesture that resembles the female genitals and might
 Personal Space also be equivalent to the middle finger.

SIGN OF THE HORNS
Eye Contact
Heavy metal fans are familiar with the so-called “sign of
Eye contact, a key characteristic of nonverbal the horns” but in many european and south american
communication, expresses much without using a single countries, this gesture might be used to mock husbands
word. In American culture, maintaining eye contact whose wives are unfaithful
shows respect and indicates interest.
THE “OK” SIGN
Eye contact also establish the nature of a relationship.
Making a circle with your thumb and your index finger is
how we signal “OK”. But make the same gesture in
Brazil, and you’re giving the equivalent to the middle
finger.
Personal space or say the wrong thing. This can make the interaction
awkward or can lead us to avoid opportunities for
Personal space is your “bubble” – the space you place intercultural communication. Although not as detrimental
between yourself and others. This invisible boundary as ethnocentrism or stereotypes, anxiety can prevent us
becomes apparent only when someone bumps or tries to from making intercultural connections that will enrich our
enter your bubble. lives.
5. ASSUMPTION OF SIMILARITIES
D. BARRIERS IN INTERCULTURAL Assumption of similarities is a baseless, unreasonable
COMMUNICATION refusal to see cultural differences where they exist. This
1. ETHNOCENTRISM happens when members of one group assume that all
Ethnocentrism refers to the belief that a person’s culture groups behave the same way they do, that what is true
(his “in- group culture) is much better than any other to their culture is also true to all other cultures. This
group’s culture (an “out-group” culture) and the tendency results in insensitivity to cultural differences
is for that person to judge any “out-group” culture by
using the norms of his “in-group” culture
THE GLOBAL COMMUNITY
Ethnocentrism assumes our culture or co-culture is
superior to or more important than others and evaluates Refers to the people or nations of the world considered
all other cultures against it. as being closely connected by modern
telecommunications and as being economically, social,
2. STEREOTYPES and politically interdependent.
Stereotypes are oversimplified ideas about groups of The global community is important because it brings
people. Stereotypes can be based on race, ethnicity, together people from all over the world who share
age, gender, sexual Orientation almost any common values and beliefs.
characteristic. They may be positive, such as all Asian
students are good at math, but are most often negative,
such as all overweight people are lazy. Stereotyping is a
generalization that doesn’t take individual differences The difference between the local and the global
into account. community

• Stereotypes are frequently expressed on TV, in • The local community is limited by its geographic
movies, chat rooms and blogs, and in conversations with location, while members of a global community live in
friends and family. Further research has found that different places, making it difficult to determine their
stereotypes are often used outside of our awareness, exact location.
making it very difficult to correct them. And when we are • A global community may span the globe and be
distracted or under time pressure, these tendencies connected by common interests and goals. While
become even more powerful (Stangor & Duan, 1991). residents of a small town may know each other on a
3. PREJUDICE more personal level, members of a global community
may not know each other on a personal level, but they’re
Prejudice is a negative attitude and feeling toward an connected by their shared interests.
individual based solely on one’s membership in a
particular social group, such as gender, race, ethnicity,
nationality, social class, religion, sexual orientation, TYPES OF GLOBAL COMMUNITIES
profession, and many more (Allport, 1954; Brown, 2010).
1. Virtual Communities
• It is a negative preconceived opinion held by one group
toward members of another group that biases perception • In this type of community, users interact via the Internet
and provides a reason for discrimination. on websites such as Facebook and Twitter.
• An example of prejudice is having a negative attitude 2. Physical Communities
toward people who are not born in the United States and
disliking them because of their status as “foreigners.” • This type involves real-world places where people can
meet to enjoy the company of others or participate in
4. ΑΝΧΙΕTY activities such as sports, hobbies, and entertainment.
• Intercultural communication anxiety is the fear or 3. Business Communities
apprehension associated with either real or anticipated
communication with people from another cultural group. These are groups that bring together people who’ve
common interests or needs related to business, such as
It is not unusual to experience some level of discomfort professionals working in the same field, people looking
in communicating with individuals from other cultures or for potential customers or clients, collaboration, and
co-cultures. It may be that we feel as though we will do innovation.
 4. Special Interest Communities experiences based on their personal culture and
background and that those things can impact the way
• This is a group of people who’re interested in a they understand and behave in certain situations.
particular topic or activity. They usually gather with
others who share their interest to form a civil society. • Cultural Sensitivity is being aware that cultural
differences and similarities between people exist without
5. Political Communities assigning them a value- positive or negative, better or
This type consists of people interested in politics and worse, right or wrong.
social issues related to governments in both developed • According to Dabbah (2017), the idea behind cultural
and developing countries. They form political parties and sensitivity is very straightforward. Cultural Sensitivity
lobbies to try to bring about change in governments. refers to as set of skills that allows you to learn about
6. Religious Communities and understand people whose cultural background is not
the same as yours, but what does that really mean?
These groups form around specific religious beliefs and Essentially, it means that, as you go about your daily life,
usually have places where members can meet to you operate with the awareness that cultural differences
worship. between yourself and the people you meet exists without
assigning them a value. You see our differences as a
7. Community Organizations positive thing, and don’t consider one culture better or
worse, right or wrong.
Throughout the world, there are various groups in the
international community that are addressing the global TYPES OF GLOBAL COMMUNITIES
problems of the world today.
These include political bodies such as the United
Nations, cultural groups such as UNESCO, and
economic associations such as the G20. Organizations
and charities that are part of global communities are
invited to raise awareness of global issues and help
make a positive impact on a global level.
8. Youth Communities
Youth or student communities and groups can be a great
way for young people to make new friends, find jobs,
and participate in events. Usually, these are school,
college, or university communities.
9. Senior Communities
The purpose of these communities is to connect with
other citizens who share common interests often those
that revolve around retirement or other events later in
life.
10. Gender Communities
The goal of gender communities is to address global
problems related to gender and to promote diversity.
For example, women’s communities may discuss
women’s empowerment in the workplace, men’s groups
may discuss custody disputes, and LGBT groups may
discuss their acceptance in society.
E. CULTURAL AWARENESS AND SENSITIVITY
Cultural awareness is knowing that there are multiple
different cultures based on religion, ethnicity, nationality
and other factors that have different attitudes and
outlooks.
It starts with a basic understanding that people come
from various cultures. It requires self- reflection to
identify your own specific cultural beliefs, values, and
attitudes and how those impact your behaviors. It also
requires recognizing that each person has different