What Is Intercultural Communication?

University of Florida, CJC Online, Foundations of Intercultural Communication MMC5708.

The term intercultural communication essentially describes interactions between two or more people from different backgrounds who communicate by sharing information built upon different types and styles of awareness (ie. written, verbal, non-verbal, conceptual, symbolic, etc).

Culture refers to the "totality of a large group’s thoughts, behaviors, and values that are socially transmitted as well as to members who consciously identify with the group” (Neuliep & Jandt, 2021, p.33).

In Foundations of Intercultural Communication, authors Neuliep and Jandt explain that “our culture consists of six regulations of human identity: religion, nation, class, gender, race, and civilization” (2021, p.33). These six regulations impact a person’s ability to send, receive, and interpret messages across cultures and communities.

Communication may be defined as the transmission of information or the successful conveyance of ideas and feelings. In the Western world, communication is described as a process built on many steps: message source, encoding, channel, noise, receiver, decoding, receiver response, feedback, and context. This complicated process invites misunderstanding, with cultural values, beliefs, and traditions actively creating interference or “noise” in the decoding of messages (Ehlion, 2021).

Alternatively, “a Confucian perspective would define communication as an infinite interpretive process in which all parties are searching to develop and maintain a social relationship” (Neuliep & Jandt, 2021, p.33). These opposing definitions of “communication” illustrate how even the most basic definition of shared actions may be open to interpretation.

“That cultures define communication in diverse ways demonstrates that communication is an element of culture” (Neuliep & Jandt, 2021, p.19).

Does this make communication and culture inseparable?

In our globalized world, where every community is in constant communication with others, the importance and difficulties of intercultural communication increase every day. Individuals influenced by different cultures must negotiate and agree upon shared meanings of words, acts, thoughts, and symbols.

“Avoiding superficial exchanges requires respecting others’ cultural values, beliefs, social practices, norms, and mores” (Edward, 2021), which illustrates why knowledge of a foreign language does not automatically ensure understanding.

For example, linguistic differences make it challenging for global companies to create suitable product names for their target markets. A famous example is how Coca-Cola once used a phonetic equivalent of their brand name for the Chinese market “KeKou-KeLa” but failed to consider how the name translates into Chinese: “bite the wax tadpole” (The Economic Times, 2021).

Marketing fails: 15 brands that learned how to translate the hard way (printsome.com) Non-verbal communication can be just as tricky to navigate as verbal communication. In many countries, giving a thumbs-up sign is a positive expression that signals agreement. But in some cultures, such as Japan, Indonesia, and Latin America, it is considered offensive (Ehlion, 2021).

Cultural communication is also context. “Every culture has its own worldview; its own way of thinking of activity, time, and human nature; its own way of perceiving self; and its own system of social organization” (Neuliep & Jandt, 2021, p.25).

Cultural context may also be observed in the use of nonverbal aspects, such as the internet.

“Websites are not a culturally neutral medium but contain unique design elements that give country-specific looks and feels that are reflective of local culture” (Neuliep & Jandt, 2021, p.31). Colors, site structure, icons, and use of space all affect interpretation.

For example, “while Google pages feature uncluttered negative space, Chinese webpages are packed with information and multimedia graphics, requiring many scroll-downs to see the whole page” (Neuliep & Jandt, p.31).

If intercultural communication is so difficult, why bother?

Meaningful exchanges can help break down barriers between different cultures and communities, increasing general knowledge, building tolerance for different views, and improving open-mindedness, which ultimately leads to enhanced creativity and better problem solving for world issues.

"Such intercultural communication skills rely on a willingness to adapt and accept that

other cultures communicate and do things differently" (Ehlion, 2021).

One culturally charged example is how Americans view the Chinese government’s censorship of the internet and entertainment media as negative, while the Chinese people themselves view these restrictions as healthy and positive protections of their cultural values against negative foreign influences.

How Do Chinese Citizens Feel About Censorship? : NPR

Why do Chinese people like their government? – SupChina

In other words, there’s no right or wrong way of doing things…humans just have different ways of going about life.

Recognizing and embracing conceptual differences is the first step toward successful intercultural communication. Sound easy? Perhaps…but in practice, it requires constant self-reflection and the acceptance of unfamiliar and sometimes uncomfortable concepts.

QUESTIONS

What might an exchange student find strange about your daily routine?

How much personal space do you consider appropriate? Why?

What would you do if someone bowed to you in greeting?

Share your thoughts.

References

Edward. (2021, April 5). Intercultural communication: Definition, purpose, effects & elements [Blog]. Intercultural Communication: Definition, Purpose, Effects & Elements (sampleassignment.com)

Ehlion. (2021, July 20). What is intercultural communication? Ehlion Magazine. Intercultural Communication - Definition, Theories, Skills | EHLION

Neuliep, F. & Jandt, E. (2021). "Foundations of Intercultural Communication” Electronic Edition compiled for Professor Rex Holiday, SAGE Publications.

Nordquist, R. (2019, September 19). Learn the art of communication and see how it’s used effectively. ThoughtCo. What Is Communication and How to Use It Effectively (thoughtco.com)

The Economic Times. (2004, April 17). Coca-Cola in Chinese is Ke-kou-ke-la. The Economic Times. Coca-Cola in Chinese is Ke-kou-ke-la - The Economic Times (indiatimes.com)