Intercultural Communication
in Business
Presentation 2
Understanding
Cultures
Main Points
1.Culture defined and understood
Characteristics of culture
2.International business
The benefits of international business
1. Culture defined and understood
1.1 Definition of culture
1.2 Metaphors of culture
1.3 Characteristics of culture
Definitions of Culture
Culture sometimes is so simple, as we have it
almost anywhere and anytime; culture sometimes
is so inclusive, as we have so many definitions for
it, when it is defined by different peoples in
different countries, probably more than 150
definitions. Culture is not easy to define, nor is
there a consensus among scholars, philosophers
and politicians as to what exactly the concept
should include.
1.1 Definition of culture
By the Modern Chinese
Dictionary:
1) the total sum of
material and spiritual
wealth created by the
mankind in the process
of the social and
historical development,
especially, literature, art,
science, education, etc.
2) The ability
to use the
written
language and
possession of
book
knowledge.
3) The ability
to use
(in archaeology)
the aggregation of
historical remains,
relics of the same
historical periods.
Culture described by scholars
Liang Shumingz (1893-
1988), a well-known
Chinese scholar,
philosopher and
educationist, offers
three aspects of culture
in his book Culture and
Philosophy.
1) material
life such as
material
things,
essential for
human
survival
2) Social life
such as
lifestyles,
social
organizations,
and political
and economic
relation
3) Spiritual
life such as
religion,
philosophy,
value systems,
science and
art
Raymond Williams, one
of Britain's greatest
post-war cultural
historians, calls
„Culture is one of the
two or three most
complicated words in
the English language.‟
Williams suggests three
broad definitions for
culture.
1) a general
process of
intellectual,
spiritual and
aesthetic
development
2) A
particular
way of life,
whether of a
people, a
period or a
group
3) The works
and practices
of intellectual
and
especially
artistic
activity
Culture in broad sense and narrow sense
Culture is usually understood in both
broad sense and narrow sense. Culture can
be defined as „attributes of man ‟in its
broad sense, including what distinguishes
man from the rest part of the world. When
culture is contrasted with nature, it can be
defined as “life way of a population” in its
narrow sense, meaning what characterizes
the particular way of life of a population.
Large C culture and small C culture
Culture is sometimes understood as
large C culture and small c culture.
Culture in the sense of “attributes of man”
is known as large C culture or academic
culture. Culture in the sense of “life way
of a population” is called small c culture
or anthropological culture.
Definition accepted in general
Culture is the total accumulation of
beliefs, customs, values, behaviors,
institutions and communication patterns
that are shared, learned and passed down
through the generations in an identifiable
group of people.
1.2 Metaphors for culture
1) Culture is like an
iceberg.
a.Only some of culture
is visible.
b.Objective culture:
history, literature, and
customs. (visible, small
part)
c. Subjective culture:
feelings and attitudes
about things. (invisible,
large part )
4) Culture is like the water
a fish swims in.
a. The fish notices everything
except the water he is
swimming in.
b. The fish takes the water for
granted.
c. We take everything around us for granted.
5) Culture is the story we tell
ourselves about ourselves.
a. Every cultural group has a
story for understanding
who they are and what the
world is like.
b.The story is told in their
folklore arts, in politics
and in intimate
conversation.
c. What is significant is that
people tell the story to
show themselves and
others who they are.
Chinese Dragons
powerful brave all-conquering
Western Dragon
ferocious frightening terrible
The Cultures understood
1) By the Chinese culture
a. writer or speaker shows
her learning by
quoting famous people
from the past.
b. a treasure of great
works and cultural achievements
A big family of Chinese Culture
The Culture understood
2) By the Americans
a. using an out-of-date
metaphor reveals you
to be out of date
b. a fast moving train,
keeping up with
the train
Disney Land Universal Studio in Hollywood
1.3 Characteristics of culture
1) Culture is shared.
The members of a
culture share a set
of „ideals, values,
and standards of
behaviors‟, and this
set of ideals is what
gives meaning to
their lives, and
what bond them
together as a
culture.
2) Culture is learned
Actually, culture is not innate
sensibility, but a learned
characteristic. Children begin
learning about their own culture at
home with their immediate family
and how they interact each other,
how they dress, and the rituals they
perform. When the children are
growing in the community, their
cultural education is advanced by
watching social interactions, taking
part in cultural activities and
rituals in the community, forming
their own relationships and taking
their place in the culture.
3) Culture is symbolic
In order for the culture to
be transmitted from one
person to the next, and
from one generation to the
next, a system of symbols
needs to be created that
translates the ideals of the
culture to its members.
This is accomplished
through language, art,
religion and money.
4) Culture is integrated.
For the sake of keeping the
culture, functioning all aspects
of the culture must be integrated.
For example, the language must
be able to describe all the
functions within the culture in
order for ideas and ideals to be
transmitted from one person to
another. Without the integration
of language into the fabric of the
culture, confusion and
dysfunction would reign and the
culture would fail.
5) Culture is subjective to
change.
It is necessary to recognize
that cultures are dynamic
rather than static. They are
constantly changing and
evolving under the impact of
events and through contact
with other cultures. Cultures
change through three most
common mechanisms:
innovation, diffusion and
acculturation.
6) Culture is ethnocentric.
Ethnocentrism is the
belief that your own
cultural background,
including ways of
analyzing problems,
values, beliefs, language,
and verbal and nonverbal
communication, is correct.
Ethnocentrists believe
their culture is the central
culture and other cultures
are incorrect, ineffective,
or quaint.
7) Culture is adaptive.
History offers so many
examples of how cultures
have changed as a result of
laws, shifts in values, natural
disasters, wars, or calamities.
More and more women work
as CEOs in major companies
and as officials in
government instead of
remaining at home looking
after children. Both women
and men have made
adaptation to this cultural
change.
Phenomena of culture
To Further
understand
cultures, culture
is human
specific, which
means that only
human beings
have what can
be called culture.
1) It is a social
phenomenon,
which means
that culture is a 端午祭（韩国）
cooperative
product of
human societies.
端午节（中国）
2) It is a national
phenomenon, which
means that each
nation has been
living in its unique
geographical and
historical framework
in which a unique
culture has been
established and
developed.
3) It is a historical
phenomenon, which means
that each generation
inherits the culture
established by its
forefathers.
3.Internation Business
3.1 Definition of international business
3.2 The benefits of international business
The world is becoming smaller and economic
globalization is becoming true. People go
abroad to different countries for international
business for more profits and money.
Americans and Europeans come to China and
set up factories and companies, and the
Chinese go to Russia and USA for enlarging
markets.
One phenomenon
which is
impacting
consumers
worldwide would
surprise us. The
whole world is in
international
business.
They smoke
Marlboro
cigarettes.
Men always
remember love
because of
romantics only.
They write with
Bic pens.
BIC is the world‟s
number one
manufacturer of
ballpoint pens and a
leader in stationery
products.
They watch
Sony
television
sets.
Sony digital
television sets
make life
colorful
They drive
Toyota
autos.
Where there
is a road,
there is a
Toyota auto.
They can
stop in for a
McDonalds‟
s burger in
Beijing.
I‟m loving
it.
3.1 The definition of international business
Traditionally, Today, it
business stands for
simply meant the
exchange or production,
trade for distribution
things people and sale of
wanted or goods and
needed. services for
a profit.
However, the sale of goods and services is
not restricted to local, regional, or national
markets; it often takes place on an
international basis. Nations import goods
that they lack or cannot produces as
efficiently as other nations, and they export
goods that they can produce more
efficiently. This exchange of goods and
services in the world, or global market is
known as international business or
international trade.
The sale of
goods and
services often
takes place
on an
international
basis
Nations import goods
that they lack or cannot
produces as efficiently as
other nations,
They export goods
that they can
produce more
efficiently.
3.2 The benefits of international business
There are three main benefits to be gained from
this type of exchange. First, international business
makes scarce goods available to nations that need
or desire them. Second, international business
allows a nation to specialize in production of those
goods for which it is particularly suited. Third,
nations that trade together develop common
interests that may help them overcome political
differences.
International business makes
scarce goods available to
nations that need or desire
them.
Second, international business allows a
nation to specialize in production of those
goods for which it is particularly suited.
Third, nations that trade together develop
common interests that may help them overcome
political differences.
The End
A case for study
Explain the reasons why Yao Ming is more popular than other Chinese
basketball players who also play for the NBA in the USA such as Wang Zhi-
zhi or Buttera.
One of the major bright spots for the Rockets this
season was the matriculation of their No. l overall draft
pick, Yao Ming. The 7-6 center endured a rocket season
that was unprecedented and delightfully entertaining.
After a few weeks of adjusting to the NBA, Yao quieted
his critics by the end of November with several
excellent outings highlighted by a career-high 30-point,
16-rebound performance against Dallas in a nationally
televised affair.
His timing couldn‟t have been better as the rest
of the nation, not to mention the world, was able to
witness his first NBA breakout game. Shortly
thereafter, Yao posted 27 points and 28 rebounds
against Tim Duncan, David Robinson and the San
Antonio Spurs, and the word as officially out-hey,
this guy‟s pretty good. The rockets center was
drawing consistent double teams by mid-December.
Yao handled his rookie season with class and
dignity despite getting a later start after missing the
entire Rockets training camp and several preseason
games due to his Chinese national team
commitments. As 22 years of age, Yao will only get
better and develop into one of the best centers in the
NBA. The 7-6 Chinese native will need to get
stronger this summer, but there is little doubt he will
continue the fine legacy of Rockets center.