LOCAL, GLOBAL, AND

GLOCAL
COMMUNICATION IN
MULTICULTURAL
SETTINGS
Objectives
At the end of the unit, you are expected to:
1. determine culturally appropriate terms and
images that are sensitive to gender, race, and
class;
and
2. adopt cultural and intercultural awareness and
sensitivity in the communication of ideas
 Lesson1: Local, global, and glocal communication

Communities develop their own ways of communicating

with other people. They have their own ways of
exchanging information, conversation, ideas or messages
with other people using words, signs, writings, verbal or
non-verbal means of communication.
 Global Communication

As people are becoming more and more interdependent and

technology has greatly advanced, they engage in global
communication. Communication globalizes but it
also remains local. (Mattelart, 2014).
Global communication today is a crucial source for our
perceptions of the world and for our sense of belonging to
this world.
Global communication is a key player in the global
economy.
Global communication is essential to global politics.
Military operations depend upon global
communication.
Global communication is a carrier of cultural
expressions
 Glocal Communication

According to Mattelart (2014), communication globalizes but

it also remains local.
Global and local belong together. We do not live in the globe
but in specific locations. However
cosmopolitan one may be, one’s identity is primarily defined
by “locality”: the locus of birth,
family, language, jokes.
Glocalization in business is communication
which conveys and imparts the essential core
message and the spirit of a brand globally but can
simultaneously integrate at the local level
the ,particularities of regional markets.
 Intercultural Communication
Intercultural communication is the exchange of information
between individuals who are unalike culturally.

Intercultural communication includes better understanding of

cultural and co-cultural friends
and enemies (Pearson, Nelson, Titsworth, & Harter, 2011). Being
an effective communicator means interacting
positively with people from various racial, ethnic, and cultural
backgrounds.
What are some intercultural communication
problems?
Intercultural communication is subject to all the
problems that can hamper effective interpersonal
communication
Ethnocentrism
Ethnocentrism is the belief that your own group or culture is
superior to all other groups or cultures.
In ethnocentrism, you use your own culture as the measure
that others are expected to meet.
Stereotyping
Ethnocentrism is not the only perceptual trap you can fall into
in intercultural communication.
Equally dangerous is the tendency to stereotype people in
cultural and cocultural groups. Rogers and Steinfatt (1999)
define a stereotype as “a generalization about some group
of people that
oversimplifies their culture.”
Prejudice
While ethnocentrism is thinking your culture is better than
others and stereotyping is acting as if all members of a
group are alike, prejudice is a negative attitude toward a
group of people just because they are who they are.
Characteristics of Different Cultures
1. Individualistic Versus Collectivist Culture
Individualistic cultures value individual freedom, choice,
uniqueness, and independence.
2. M-Time Versus P-Time
M-time, or monochronic time schedule, compartmentalizes
time to meet personal needs,separates
separates task and social dimensions, and points to the
future (Ting-Toomey, 1997).
3. High-Context vs. Low-Context
All international communication is influenced by cultural
differences. Even the choice of communication medium can
have cultural overtones. The determining factor may not be
the degree of industrialization ,but rather whether the
country falls into a high-context or low-context culture
(Goman, 2011).
4. Affective vs. Neutral
In international business practices, reason and emotion both play a
role. which of these dominates depends upon whether we are
affective (readily showing emotions) or emotionally neutral in
our approach.
5. Non-verbal Cultural Differences in Communication
Our knowledge on nonverbal communication is invaluable.
It helps us to be conscious of messages that we may send
in face-to-face setting
Strategies for Improving Intercultural Communication
Having some strategies in advance will prepare you for new situation
with people from other cultures and co-cultures and will increase
your confidence in your ability to communicate effectively with a
variety of people.
1. Conduct a personal self-assessment. How do your own attitudes
toward different cultures and
co-cultures influence your communication with them?
2. Practice supportive communication behaviors. Supportive
behaviors, such as empathy,
encourage success in intercultural exchanges; defensive behaviors
tend to hamper effectiveness.
3. Develop sensitivity toward diversity. One healthy
communication perspective holds that you
can learn something from all people.

4. Avoid stereotypes. Avoid making assumptions about

another’s culture, and get to know
individuals for themselves.
5. Avoid ethnocentrism. You may know your own culture
the best, but familiarity does not make your culture
superior to all others.

6. Develop code sensitivity. Code sensitivity refers to the

ability to use the verbal and nonverbal language
appropriate to the cultural or co-cultural norms of the
individual with whom you are communicating.
7. Seek shared codes. A key ingredient in establishing
shared codes is being while you determine which
communication
style to adopt during intercultural Communication.

8. Use and encourage descriptive feedback. Effective

feedback encourages adaption and is crucial in
intercultural communication.
9. Open communication channels. Intercultural
communication can be frustrating.

10. Manage conflicting beliefs and practices. Think ahead

about how you might handle minor and major
differences, from everyday behaviour to
seriously different practices like punishments, realities,
and beliefs.
VARIETIES AND REGISTERS OF
SPOKEN AND WRITTEN
LANGUAGE
 LANGUAGE VARIETY

A general term for any distinctive form of a language or

linguistic expression.
Various form of language triggered by social factors
 SPOKEN LANGUAGE

The actual use of speech, sounds, or related utterances that

convey meaning to share thoughts or informat
 DIALECT

It includes the difference in

grammar ,morphology ,vocabulary,syntax,and
pronunciation.
Also refers to the way people speak their native language
 ACCENT

Refers to how people pronounce words and how someone

speaks another language.
 LANGUAGES VARIETIES:
DIALECT-refers to a geographical variant of a language
(hickey,2012)
SOCIALECT-difference in speech associated with various
social group such of income level, education and Occupation.
IDIOLECT–is the distrinctive speech pattern of an
individual pattern regarded as unique of a person's language
or dialect
SLANG-Its refers to word that are not considered part of the
standard vocabulary of a language and that are used very
informally in speech by particular group of people
(Merriam-webster,2018)
JARGON-is set vocabulary item used by member of
particular professions ,that is ,their technical terms.
PIDGIN- According to Oxuorcum(2014)are simplified
languages that occur from two or more language.
CREOLE-is often defined as a pidgin that has become the
first language of new generation of speaker .and a language
forns from the bending of two or more languages.
REGISTER-sometimes called style ,is another
complicating factor in the study of language
varieties ,confesses (2006)
There is 5 type of register used in
spoken and written languages
namely formal ,frozen
or static ,consultative, casual and
intimate
 FROZEN or
"STATIC"REGISTER

These are specific written or oral acts that remain

unchanged
FORMAL REGISTER

This style is impersonal and often follows a

prescriptive format. the speaker uses complete
senstences ,avoids slang and may used technical or
academic vocabulary.
 CONSULTATIVE REGISTER

This register used when consulting an expert such

as doctor
 CASUAL/INFORMAL
REGISTER

Used when they're with friends, close acquaintances and

co-workers, and family
INTIMATE REGISTER

The language used by lover and this is most

intimate form of language.
Thank you