COMMUNICATION

AND GLOBALIZATION
BY: JAMES REY S. LAPINID
SEBASTIAN AQUINO
ANGELO FORMENTERA
WHAT IS GLOBALIZATION?

• Globalization is a process of integration and

interaction between people, companies,
and governments globally through
international trade and investment, aided
by information technology.
GLOBAL COMMUNICATION

• Global communication describes how countries and people

interact and integrate as things become globalized through
contact. Global communication involves a message being
sent from one person or group to another anywhere in the
world through encoding, transmission over a channel,
decoding, and receipt. Common forms of global
communication include email and viewing web pages from
other countries. Cultural barriers to effective global
communication include differences in language, symbols,
stereotypes, behaviors, religions, and ethnocentrism.
COMMUNICATION AND GLOBALIZATION

• Because of technology, our world has transformed into a global village.

Communication becomes faster and in a split of a second, an event is
shared to the entire world through the use of social media. Today,
individuals have to understand the dynamics of long-distance
collaboration, the outcome of non-verbal cues in different cultures, as
well as the use of technology in connecting people.
• These developments require communication etiquette such as holding
virtual meetings where individuals from different places share their
ideas –coming up with solutions and innovations for the company.
COMMUNICATION AND GLOBALIZATION

• Globalization may be seen as an interconnectedness of economic relationships,

political units as well as digital networks. As such, technology and other social
networks have transformed the economic and social relationships breaking cultural
barriers. Henceforth, cultural and civic discourse will mold information and
communication technologies.
• As societies and economies re-orient themselves around technologies, there are
inevitable consequences” (Kluver, 2006).
• Marginalized communities can be empowered by the use of information technology
where partnership of global knowledge, information technologies, computer
resources and telecommunications, low-tech media comprise the local and national
development in the economy.
FUNDAMENTAL ASSUMPTIONS ABOUT
INTERCULTURAL COMMUNICATION
• The fusion of cultural, micro-cultural, environmental, perceptual, socio-
relational topics can be seen among two individuals who are interacting
with each other. In the course of their discourse, the message relayed
may not be the message received.
• Neuliep (2006) lists five assumptions that take place during
intercultural communication:
ASSUMPTION #1 MESSAGES RELAYED ARE
NOT USUALLY THE MESSAGES RECEIVED.
• When two speakers from different cultures interact, their values,
emotions, perceptions, and behaviors greatly affect the interpretation
of their messages. “Intercultural communication is a symbolic activity
where the thoughts and ideas of one are encoded into a
verbal/nonverbal message format, then transmitted through some
channel to another person who must decode it, interpret it, and
respond to it”(Neullep, 2006). Thus, cultural noise is filled with
encoding, decoding,and interpreting making culture a smoke screen of
all the messages. This allows speakers to think that one’s own culture
is the center of everything.
ASSUMPTION #2 A NONVERBAL ACT
BETWEEN INDIVIDUALS
• Since it is said that intercultural communication is nonverbal procedure
where articulation of power, intimacy and status being combined with
“paralinguistic cues proxemics, haptics, oculesics, and olfactics”. For
instance an individual’s position in Korea is manifested through voca
tone and pitch. Therefore, when a lowly person receives an important
document, this person grasps with both hands and then associated
with a moderate head nod and indirect eye contact.
 ASSUMPTION #3 INVOLVEMENT OF STYLE IN
COMMUNICATION AMONG SPEAKERS
• There are communication gaps and only wisdom tells as whether to
when to speak or not. Interpretation of silence differs from across
cultures. Several cultures favor indirect and impersonal style in
communication. There is no necessity of saying verbally every
message. Again Neulip (2006) emphasizes,” True understanding is
implicit, coming not from words but from actions in the environment
where speakers provide only hints or insinuations”.
ASSUMPTION #4 GROUP PHENOMENON
EXPERIENCED AND SHARED BY INDIVIDUALS
• Communication is subject to the speaker’s background and knowledge.
We do not see the person, we see the groups to which the person
belongs”. That is why people must not prejudge a person just because
this individual is associated to a specific group. When this happens,
miscommunication cannot be avoided. “During intercultural
communication, we have to be mindful that while the person with
whom we are interacting is from a
ASSUMPTION #5 A CIRCUITOUS OF
ADAPTATION AND STRESS
• It is normal to feel anxious, apprehensive, and uncertain when one
mingles and speaks to another person from a different culture. It is
important to be flexible and adapt a communication style to be able to
make the other individual comfortable. Being able to recognize that
people from various cultures are different is really an advantage. This
will lead the speaker to adjust the verbal and nonverbal symbols
appropriately to the individual from another culture.
THE IMPACT OF COMMUNICATION IN SOCIETY
AND THE WORLD
• The advancement of the wireless technology makes health care
distribution quicker, reaching remote areas in the world. These
gadgets bridge the gap between medical information delivery,
guidelines in treating diseases, and all types of given care. It further
provides a collection of data in minimizing a certain issue. Another
breakthrough of the wireless technology is that rescue missions are
made possible where people can move quickly to contact their
loved ones.
Aside from this is the benefit of protecting the environment by spearheading several
projects among conservationists and results in greater response among volunteers.
This includes movements in saving endangered wildlife species and their habitats.
• The wireless communication further provides an innovative change-how companies
worldwide transact business fast. Even in the field of mass media, with almost
everyone owning a smartphone is capable of being a potential news reporter since
they can record unpredictable events and news breaks. Meanwhile in the field of
entertainment, it becomes an easy access to download reading books,
newspapers, movies, games, TV programs, music, sports, and whatever everyone
needs to keep them on the beat.
Wireless communication can revolutionize and create social change. It allows the
global village to watch live through their smart phones of what is happening in
Africa, Middle East or anywhere that will surely change people’s perspectives and
outlook in life. In education, the capabilities of the smartphones are now being
taken as a classroom tool where math teachers for instance use the cell phones to
illustrate mathematical concepts to their students.
• “A physics instructor teaching about astronomy had his students use apps on
their smartphones to map the night sky. Schools that once had to seek grants for
funding to bring the Internet into their classrooms now have students carrying
broadband Internet with them in their pockets” (Joseph, n.d.).
CULTURAL CONTEXT

Cultural hides more than it reveals, and strangely enough what hides, it
hides most effectively from its own participants”
-Edward T. Hall (Cited from Neuliep, 2015)
People leam to arrange their ideas, thoughts, emotions and even their
behavior according to the stimulus of the environment. Thus, culture is
not innate even if people are born into it since culture is always learned.
Culture teacher individuals to think and behave, therefore a kind of
interaction among people is depicted in various circumstances.
• Culture is also associated with geography like Saudi Arabia for instance
which is considered hot and a desert contrary to Siberia which is
labelled as mountainous and cold. James Neulip (2015) explains, “But
culture is more a human phenomenon than a geographic one. And
while geography certainly affects how people live within a particular
culture, the people, more than the geography, are what constitute
culture. So when you think of culture, think about the people. That
being said, it is also important to understand that cultures of people are
not static, but rather dynamic. This means that cultures change; they
are fluid, always moving”
Culture may be low and high which demonstrates the magnitude and degree
of how a person affiliates the self. There is no such thing as a pure
individualistic or collectivistic culture.
These cultural dimensions can be opposing or not, fixed or not static in time
while other cultures move in transition. Likely, a culture that is considered
collective can also be individualistic in the passing time such as Japan which
is thought to be “collectivistic, group-oriented” community. Nonetheless in
the 1950s, many Japanese researchers saw that the young generation of
Japanese were becoming individualistic than their parents and grandparents.
INDIVIDUALISM

Harry Triandis (cited from Neuliep 2015) who is affiliated with the
University of Illinois documents that individualistic cultures focus on
individual goals. It also aims to benefit the individual since every person
is seen as unique with distinct talents and potential, thereby enabling
them to hone their creativity, develop independence, and confidence.
People in individualistic cultures are disconnected from the in-groups
such as the family and ironically belong to several groups but their stay
is short-lived.
COLLECTIVISM

Is the assumption that groups blend well by serving the in- group
(family, neighbors, or occupational groups). People are not viewed as
isolated individuals but rather they are identified by their membership.
This type of culture emphasizes harmony and likewise prefers the
significance of the group than individuals being emotionally linked to it
and their bond may last a lifetime.” One’s behavior is role based, and
deviations from the prescribed role are discouraged and often negatively
INDIVIDUALISM VS. COLLECTIVISM

• Refers how people define themselves in their relationship with others

TYPES OF CULTURAL ORIENTATION

• Horizontal Individualism- speaks of an autonomous self that values the

individual more and independence is being highlighted.
• Vertical Individualism - values the autonomous self by seeing it as different
and unequal to others. It also emphasizes status and competition.
• Horizontal Collectivism - notes the self as a member of an in-group sharing
the same values and interests. The self is reliant and equality is expected.
• Vertical Collectivism - believes that the self is an integral part of the in-
group even if the members are different from the other. It also specifies the
group’s interdependence and inequality (Neuliep, 2015).