跨文化商务沟通-chapter-1
跨文化商务沟通 第一章
The Implications of Culture
• Culture is often thought of and composed of the products of a civilization: art, music, dance, literature , architecture, foods, clothes and festivals. • These are the aspects of culture which can be discovered through the senses and are obvious sources of discussions, delight and comparison.
• Each Chapter has Preview, Core Text 1 and Core Text 2.(Put emphasis on Core Text 1, 精讲；Core Text 2, 泛读。 • And some related exercises. • Inl introduction to the core text.
跨文化商务沟通
Cross-cultural Business Communication
主编：郁文蕾 华东理工大学出版社
• Class plans:
• 1. Greetings and personal introduction. • 2. The significance of learning the book. • 3. Introduce generally the structure of the book . • 4. Study Chapter One • 5. Deal with related exercises • 6. Summary of class
跨文化商务交际unit 1 Intercultural communication
The process of communication
Communication :
• Encoding and decoding are of great
significance to successful communication.
• eg.1. liam ru 4 skt • • 2.“You’re a sexy girl.”
Social perception (values, beliefs, attitudes, world views…)
Unit one
• Communication • Intercultural communication
Communication
Study the following counication situation, and try to identify types of communication.
• To avoid cultural misunderstandings
• to enhance of students’ cultural awareness
Study area
Verbal Language (word, thought patterns,...)
Nonverbal language (body language, time concept, spatial language, paralanguage, environment…)
Types of communication
• Human communication • Animal communication • Human-animal communication • Human-machine communication • Machine-machine communication
《跨文化商务交际》课程学习大纲课程名称：跨文化商务交际课程英文
《跨文化商务交际》课程学习大纲课程名称：跨文化商务交际课程英文《跨文化商务交际》课程学习大纲课程名称: 跨文化商务交际课程英文名称:课程编码: 401022060 学时/学分: 32学时 3学分适用对象: 商务英语专业编写人: 张宁一、课程介绍《跨文化商务交际》为我国高等英语专业商务类核心课程之一。
同英语国家的人们用英语进行有效的交流是应用英语类专业教学的重要目的之一。
然而有效的交流不仅仅是一个语言技巧问题，还涉及到许多文化因素。
本课程的主旨是帮助学生解决在跨文化交际中因文化的差异而产生的种种问题。
二、课程学习目标通过本课程的学习，学生应能够认识语言、文化和交际三者之间的关系;对各类交际形式有所认识;对对象国文化有更进一步的了解,更有效地进行交流;预料和避免由于不同的文化期望而产生的误解;解释手势和其他形式的体态语;讨论有关文化适应和相容的问题。
学习目标一览表1. 掌握本课程的基础性内容，包括跨文化交际学的需求,发展简史及内涵等基本知识点的识记和理解。
知识2. 对跨文化交际理论有较系统的理解和掌握。
目标3. 能够结合本专业特点理论联系实际，透过现象把握其基本规律。
1. 通晓跨文化交流的本质、基本理论和技巧。
2. 了解文化差异产生的过程。
能力目标 3. 掌握基本的沟通方法和策略。
4. 提高英语语言运用能力和跨文化交际能力1. 培养科学、严谨的学习态度、执着探索、创新改革的科学精神。
文化素质2. 培养自身的国际视野、创新意识、跨文化交际和人际交往意识。
目标三、课程教学内容《跨文化商务交际》课程的教学内容共分为八个模块，每个模块由基础性内容、提高性内容、拓展性内容三部分构成，基础性内容是必须掌握的内容，提高性内容是在基础性内容的基础上对基本问题的探讨和梳理，拓展性内容是对所学知识的延伸性学习，是课程内容的前瞻性分析和理论延展。
第1至4章以跨文化交际学的基本理论为框架，阐述阐述交际、文化、跨文化交际等基本概念、交际与文化的关系;介绍文化差异在言语和非言语交际方面的表现;不同的文化价值观的理论划分，以及在文化层面上分析了人们在跨文化商务交际中存在的众多价值观念差异。
跨文化商务沟通(PPT32页)
Character features
South China: exquisite, euphemistic North China:bold, frank,straightforward
7
Islam
Dietary restrictions: • do not eat pork • do not drink • do not eat blood
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Analysis
• The delegators from Dubai belief in Islamism, and have strong religious concepts. Boar is their totem, they are banned from eating pork.
• Chinese people lack of religious conscious and ignore the important factor when they negotiate with Dubai’s company.
different cultures, customs and religious belief different thoughts or actions conflicts
2
Types
Verbal behaviors
Different ways of greeting Different responds to praise The main part of considering issues
跨文化商务交际
跨文化商务交际Intercultural Business Communication窦卫霖编著前言一个企业的成功，不仅取决于它的生产能力，而且取决于它的文化能力；在国际商务活动中，还取决于它的跨文化交际能力。
经济全球化的趋势、国际商务活动的日益频繁，越来越显示出对多元文化理解的必要性和跨文化交际能力的重要性。
跨文化意识意味着直接的经济效益。
如果一个企业想让自己的产品在国际市场上占有一席之地，一个跨国公司想在其他国家或地区取得经济效益，那么就不仅需要具有高超的经济、技术和管理水平，而且需要深刻了解对象国的文化。
正因为如此，世界上许多大公司在国际商务活动中都十分重视跨文化交流的研究和培训，许多经贸类大学都把跨文化商务交际课程作为必修课。
21世纪的中国是走向国际广泛合作的中国。
自中国加入WTO以来，国际著名跨国集团公司、金融机构、工商企业都纷纷来中国设立分支机构、分公司，招聘大量的中国雇员。
同时，中国工商贸易企业也在不断加大出口力度，在国内外建立跨国公司，雇佣来自不同文化背景的雇员。
文化合作已成为当代中国商务合作的重要内容。
文化交融现象激励商务英语教学加速培养复合型的经贸外语人才，促进他们不仅要掌握跨学科的专业知识，而且要具备跨文化交往的技能。
在商务英语教学中把跨文化交际能力的培养放在十分突出的位置已经成为普遍的共识。
那么在培养复合型人才的战略中，如何培养和提高跨文化交际的能力呢？在我国，经贸学校一般都开设有关跨文化交际的课程，跨文化交际专著、论文也不断涌现。
但总体来说，跨文化商务交际在我国商界和相关专业的教学中还处于比较薄弱的初级阶段，与发达国家相比还有较大的差距，尤其是如何把商务活动实践与跨文化交际理论结合起来，如何把国际商务文化与中国本土文化结合起来，还是一个难题。
这方面的书籍也特别少，适合商英类专业学生使用的教材更少。
有鉴于此，作者根据多年跨文化交际和跨文化商务交际教学的经验，参考了大量国内外的最新相关材料，编写了这本《跨文化商务交流》教材，希望成为大学英语相关专业学生以及商务人员进修提高的可用教材。
跨文化商务沟通chapter1
Processes
Natural Man Made
Knowledge Belief Encoding Systems Decoding Thought
•From Borden, 1991, 171
•Copyright © 2014 Pearson
•11
Education, Inc.
跨文化商务沟通chapter1
lazy, poor, loud, dirty, uneducated
cold, respect authority, hard-working
religious, quarrelsome, wealthy, greedy
•Copyright © 2014 Pearson
பைடு நூலகம்•16
• Learning and sharing require communication
• Communication requires coding and symbols that are learned and shared. (Smith, 1966)
•Copyright © 2014 Pearson
Japanese
Americans
English Irish Chinese Mexicans Russians Israelis
gentlemanly, polite
cold, patient, religious
diligent, serious ingenious, laboring
cheerful, passionate spicy-food eaters
• Diffusion - the process by which two cultures learn and adapt materials and adopt practices of each other
跨文化商务沟通 chapter 1
capabilities
Introductory Case
McDonald Tries to Adapt Itself to Local Culture
Discussion Questions:
1.4 Some related Cultural terms
Multiculturalism
Multiculturalism is a social concept in which several groups of people from different culture and ethnic co-exist within one society. It means “the co-existence of diverse cultures, where culture includes racial, religious, or cultural groups and is manifested in customary behaviors, cultural assumptions and values, patterns of thinking, and communicative styles”.
1.2 The Key Characteristics of Culture
Culture is learned.
Culture is learned from the people you interact with as you are socialized. This notion that culture is acquired through the process of learning has several important implications for the conduct of international business.
跨文化商务沟通ppt课件
跨文化商务沟通
4
第十章 跨文化商务沟通
一、跨文化商务沟通的定义
（一）文化
文化是一个群体在价值观念、信仰、态度、 行为准则、风俗习惯等方面所表现出来的区别 于另一群体的显著特征，是人的思维、行为的 范式，是人们时间经验的积累和表现模式，是 人的行为导向。正是这种文化在群体上的差异 性导致了企业经营国际化时所面临的文化冲突。
跨文化商务沟通
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第十章 跨文化商务沟通
（二）跨文化商务沟通中的语言差异
一个民族所使用的语言与该民族所拥有的 文化之间存在着密切联系。在跨文化沟通中， 不同文化之间的差异对于商务沟通语言有明显 的制约关系。
1. 中国 2．美国
3．法国 4．日本
跨文化商务沟通
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第十章 跨文化商务沟通
（三）跨文化商务沟通的语言沟通策略 1．选择适当的句型 2．善用模糊限制语 3．提高语言的表达效果和灵活性 4．保全面子，维系合作关系 5．保护说话者，减轻其所负责任
跨文化商务沟通
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第十章 跨文化商务沟通
3．融合
融合是指不同文化间在承认、重视彼此间
差异的基础上,相互尊重,相互补充,相互协调,
从而形成一种你我合一的、全新的组织文化,
这种统一的文化不仅具有较强稳定性, 而且
极具“杂交”优势。对于大多数跨国公司来讲,
通过融合的方式吸收异质文化的精华，形成自
身特有的企业文化和管理模式, 是适应跨国文
一种“统一”的组织文化, 但其缺点是不利于
博采众长, 而且其他文化因遭到压抑而极易使
其成员产生强烈的反感, 最终加剧冲突。
跨文化商务沟通
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第十章 跨文化商务沟通
2．折衷 所谓折衷是指不同文化间采取妥协与退让
商务沟通中的跨文化
2020年3月21日11时37分
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1．印度文化
❖ 四大文明古国之一的印度有着鲜明的民族特 色
➢ 官僚主义 ➢ 等级制度——印度自古就有很森严的等级制
度，而且这种与生俱来的等级地位不能像在 中国一样通过考取功名之类的方式得到改变。
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《贫民窟的百万富翁》主角剧照与生活照
商务沟通
——跨文化沟通
1
第一节 跨文化沟通概述
❖ “地球村”已不再单单是一个概念性的名 词，转瞬间已成为人们生活的一部分，跨 文化沟通也随之成为人们需要面对的问题。
2
一、跨文化沟通是经济全球化发展的要求
❖ 文化：一个群体所共有的价值观和行为准 则的体系。
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3
文化的基本构成
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2．风俗习惯
❖ 个人空间意识——阿拉伯地区个人距离较小。
❖ 时间观念——在海湾地区，耐心是个重要的 美德。
❖ 宴请——吃饭时，一定要吃很多，以表示你 的感激之情。
❖ 风俗——和其他穆斯林文化一样，左手被认 为是不洁的。吃饭或者给阿拉伯人递东西时， 通常只用右手。
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一、沟通中的美国文化
❖ 生意第一
❖ 平等意识和个人主义
❖ 语言和习俗——很少有美国人的外语非常流 利。所以如果你的英语水平不好，就得雇佣 一名翻译，因为别想指望他们会说很好的中 文。
❖ 谈判风格——干脆利落、不兜圈子
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二、沟通中的英国文化
三、沟通中的阿拉伯人
跨文化商务沟通の课件总结
Chapter 1: Communication:An intercultural Perspective 1、N eeds and purposes for communication（1）Maslow’s hierarchy of needs----------be suit of developed country The most basic at the bottom to the most refined at the peak of atriangle---------Physiological needs,such as food,shelter,and sex;Justabove that come the needs of safety like family ; then there are socialneeds for things like love and friendship ; these are followed by egoand esteem needs ,which are above us as individuals wantingself-respect,recognition,and even power;finally ,at the top of thetraingle comes the most sophidticated need----------forself-actulization.this is about self-fulfillment,about finding and beingoneself.（2）For developing countrys-------------10 itemsSurvival ---------rent a flat/shelter ; try to get helpCo-operation---------work with others ;social groupsPersonal needs（within survival）Relationships（love/belonging）PersuasionPowerSocial needsInformationMaking sense of the worldSelf-expression2、d efinition of communication（1）Communication simply refers to the process of sending and receiving messeges among people .-------限定于人（2）Communication is someone perceives behavior or its residue and attributes meaning to it,communication has taken place regardless of whether that behavior is concious or unconcious ,intentional or unintentional . --------------没有限定于人3、the scope and classification of communication（1）there are at least two or more peopleClassification:1) frist classification of communication-----five tapesA ：human communicationB : animal communicationC : human – animal communicatiomE : machine-to – machine communicationF : human –machine communication2)the second classification of communication（2）There must be some contact between communicators.（3）There must to be a language shared by communicators.（4）An exchange of information has taken placeThere is often taken as a successful condition of communication .but there are various degrees of success in communication,ranging from complete success,partial success to failure.4、T he process of communicationa)components of communicationThe definition identifies eight key components of communicationwithin the framework of intentional communication:message, ,sender , receiver ,channel , noise , feedback,encoding and decoding.i.messege--------verbal and nonverbal--------carries ideas from oneperson to another.2)sender refers to the person who sends the message .While the receiveris the one who receiver the message. :in order to reduce the uncertaintyor misunderstandings,the sender should think from the receiver’s piontof view when composing the message ,Besides ,the role of sender andreceiver is always changing.3)Channel/Medium refers to the way for sending or receiving message.4)Niose refers to the disturbances along the communicationprocesses ,which may resultunintended message perceived by therecevier .such as environment5)Feedback refers to the reaction from the message receiver to themessage sender.6)Encoding refers to the reaction from the message into asignal;Decoding refers to the process of the receiver interpreting thesignal from the senger.Encoding:the process of collecting message,considered of socialhabits,culture,communications rule.Decoding :the process of collecting feedback.b) Models of communication1. The Linear Model （线性模型）What it basically says is 5Ws:Who A senderSay what Directs a MessageIn which channel Through some MediumTo whom To a receiverAnd with what effect With some effectWhat sender through what message through what channel to whatreceiver with what effectThe theory’s advantages and disadvantagesAdvantages:this is a vary popular model which has been usedby a lot of communication scholars（this is the earlest andstill most useful method）；Disadvantage:①human communication involves many morethings. e.g:power relations,rolerelations.age and sex difference,feelings②there are no feesback in this model（itdon’t pay attention to the feedback.）.2.The Circular Model（环形模型）The communication is two-way process and thar everyone is both a decoder and an encoder.This model focus on feedback.3）The Contextualized ModelContext refers to the idea that every act of communication must been happen in some sort of surroundings,and what it meant by this is actually quite complicated。
窦卫霖跨文化商务交际教案讲稿1
教案首页3. The Scope and Classification of Communication4. The Process of Communication1) A basic communication model consists of these components: the sender and receiver, the medium or channal, messages, noise, feedback, encoding and decoding.e.g. “That’s all for today. See you all next week.”I(sender) put into words(encoding) my meani ngs that “class is over”(messge) and speak the words(channel) in the hope that the words will be suitably understood(decoding) by the students(receiver).2) Models of Communication① Linear ModelAristotle --- speaker→speach→audience→effectOccasionLasswell --- 5-W modelWho say what in what channal to whom with what effect.② Contextualized ModelContext: the idea that every act of communication must happen in some sort of surroundings and what is meant by this is actually quite complicated. There is physical context, social context and cultural context.II. Business Communication1. Defining Business CommunicationBusiness communication is the exchange of oral, nonverbal, and written messages within (and across the boundaries of) a system of interrelated and interdependent people working to accomplish common tasks and goals.2. Internal and External Communication(1) Internal communication refers to the communication taking place within a given organization through such written or oral channels as memos, reports, proposals, meetings, oral presentations, speeches, and person-to-person and telephone conversationsInternal communication includes: downward/ upward/ horizontal communication.(2) External communication refers to the communication between the organization and the outside institutions and people---the general public, customers, vendors and other businesses, and government officials.3. Formal and Informal Communication(1) Formal communication which refers to such communicative activities as business letter, speech, talk, a product presentation and so on.(2) Informal communication, also called grapevine, exists in almost all organizations and at all levels. It has a small number of activists guiding and influencing the informal communication.Assignment:1. Preview Part 3.2. Review the terms and key points in this part.教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)教案首页Warm-up ActivitiesLook at some pictures and try to identify what cultural differences are displayed. Left: Westerners Right: Chinesea. b.c. d.e. f.g. h.I. The Nature of Culture1. Definitions of Culture(1) Scholars give various definitions of culture from different perspectives. “Culture is the arts and other manifestation of human intellectual achievement regarded collectively.”-----Concise oxford Dictionary(2) Culture may be classified by three large categories of elements:-- Artifact (which include items ranging from arrowheads to hydrogen bombs, magic charms to electric lights, and chariots to jet planes)-- Concepts (which include such beliefs or value systems as right or wrong, God and man, ethnic, and the general meaning of life)-- Behavior (which refers to the actual practice of concepts or beliefs)(3) At the most rudimentary, culture consists of two levels: a level of values, or an invisible level and a visible level of resultant behavior or artifacts of some form.3. Characteristics of Culture•C ulture influences biological processes:e.g. Sneezing; food culture; sleeping ; giving birth•C ulture is transmitted from generation to generation:‐For cultures to exist and endure, they must ensure that their crucial messages and elements are passed on (through communication).‐Some of the behaviors a culture selects to pass on are universal and others are unique.‐Each individual is heir to a massive “library” of cultural information collected.•C ulture is selected:‐Each culture represents a limited choice of behavior patterns from the infinite patterns of human experience.‐What a culture selects to tell each succeeding generation is a reflection of what that culture deems important.‐The notion of selectivity suggests that cultures tend to separate one group from anther.•C ulture is ethnocentric:‐Ethnocentrism is a universal tendency for any people to put its own culture and society in a central position of priority and worth.‐It leads to a subjective evaluation of how another culture conducts its daily business.•C ultures are interrelated wholes:‐Cultures are coherent and logical systems.‐You touch a culture in one place and everything else is affected. –Hall (1977)•C ulture is subject to change:‐History abounds with examples of how cultures have changed because of laws, shifts in values, natural disasters, wars , etc.‐Technology promoted cultural change. (e.g. e-mail)‐Although cultures change, most change affects only the surface structure of the culture. The deep structure resists major alterations.•C ulture is like an iceberg:‐a greater part of culture is hidden under the water, such as views, attitudes, preference, love and hatred, customs and habits. They are out of our awareness, which makes the study of culture difficult. In order to trulyunderstand a culture, we must explore the behaviors below the waterline.•C ulture is like an onion:‐The skins of an onion - symbols that represent the most superficial and the easiest to perceive by an outsider and the least important to an insider.‐The second skin of the onion is heroes-the kind of people you worship.‐The third skin is rituals-collective activities that are considered socially essential within a culture.‐The core of culture-values, which are the deepest manifestation of culture and the most difficult to understand by an outsider.II. The Basics of Cultural Values1. Definition of Value(1) Oxford Dictionary: one’s principles or standards or one’s judgment of what is valuable or important in life.(2) Hofstede: values are a broad tendency to prefer certain states of affairs over others.(3) Kluckhohn: values are a conception, explicit or implicit, distinctive of an individual or characteristic of a group, of the desirable which influences the selection from available modes, means, and ends of action.2. Priorities of Cultural Values(1) Values can be divided into three types:•U niversal valuesUniversal values are values common to all people.e.g. a desire to live a happy life is a universal value, as everyone wants to live happily•C ultural-specific values•P eculiar expression or deviation of individuals within culture.These are aspects of subjective culture. So we say, although each of us has a unique set of individual values, there also are values that tend to permeate a culture. These are called cultural values. Therefore, values tend 10 bebroad-based, enduring, and relatively stable.(2) Priorities of ValuesValues can be classified as primary, secondary, and tertiary.What do you value most? How do your priorities influence your day-to-day activities, especially those relating to your business work'' Begin answering these questions by choosing from the following 20 values that are common to most international cultures, but their importance varies from culture to culture; (1) group harmony, (2) competition. (3) seniority, (4) cooperation, (5) privacy, (6)。
商务沟通之跨文化沟通中英.ppt
跨文化商务交际 Chapter 1 Culture, Communication and Cross
Culture Focus Case Study 1
This part helps you have a general idea about the cultural diversity in the workplace and communication in high- context culture and low- context culture. Cases are given for your further understanding. And then you are asked to finish the tasks.
Encounter Video Watching
Watch the video “ What Is Culture ” and complete the following tasks.
Encounter Video Watching
Task 1 Work in pairs, and discuss whether the following statements are true or false based on what you’ve
Chapter 1
Learning Objectives
On completion of this chapter you are able to: 1. understand what culture is and what elements culture includes; 2. have an understanding of your own culture; 3. get to know what cross-cultural communication is.
to the understanding of the world.
跨文化商务沟通课件
类型
价值观差异：不同文化对个体主义与集 体主义、权力距离、不确定性规避等方 面的价值观存在的差异。
文化差异对商务沟通的影响
01
02
03
沟通障碍
文化差异可能导致沟通误 解、信息传递不畅，增加 商务沟通的难度。
冲突与误解
不同的价值观、沟通方式 和思维方式可能导致双方 产生冲突和误解，影响商 务合作关系。
案例三：跨文化商务团队建设实践分享
团队组建 团队培训 团队协作 成功案例
在组建跨文化商务团队时，注重成员的文化多样性，确保团队 具备跨文化沟通的能力。
通过跨文化培训，提高团队成员对文化差异的认识和尊重，增 强团队凝聚力。
鼓励团队成员分享各自的文化经验和知识，促进团队成员间的 互相学习和成长，提升团队整体绩效。
角色准备
学员需提前了解所扮演角色的文化背景、商务习俗和谈判目标，以便更
好地融入角色并展开有效的沟通。
03
教练指导
专业教练将对学员的角色扮演进行观察和指导，帮助学员改进沟通策略
，提高谈判技巧。
小组讨论：分享跨文化商务沟通经验与策略
经验分享
学员将围绕跨文化商务沟通的主题，分享自己在工作或学 习中积累的经验和故事。通过分享，学员可以相互学习、 借鉴成功策略。
• 拓展市场份额：通过有效的跨文化商务沟通，企业 可以更好地开拓国际市场，扩大市场份额。
• 文化差异带来的沟通障碍：不同文化背景下，人们 对沟通方式、时间观念、社交礼仪等方面可能存在 差异，这增加了沟通的复杂性。
机遇
• 汲取多元文化优势：跨文化商务沟通有助于企业汲 取不同文化的优势，提升企业创新能力和竞争力。
跨文化商务沟通的基本原则
尊重文化差异
有效倾听
跨文化商务沟通第01章
• 多中心主义管理
– 多中心主义管理办法考虑公司所在国家的文化。管理人员考 虑公司所在地工作人员的文化需求。
• 区域中心主义管理
– 区域中心主义管理更注重公司所在的区域而不是国家，国家 会有并且经常有不同的文化背景。
• 地心主义管理
– 地心主义管理要有一个各个国家通用的结构，以便各个地方 的分公司有足够的自由运营来满足工人的文化需求。
听者理解范围之外的词汇。
• 非语言的——非语言信息。 • 竞争——倾听者做其他事情而不是专注地倾听。
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1.10 跨文化构念
• 多大程度上理解跨文化沟通取决于以下内容 的实现程度：
– 我们，不管是沟通者还是被沟通者，意识到沟通的目的可能 会导致单一的表达行为或者信息收集。 – 一种文化中的控制论（自我概念）可以在另一种文化之外独 立运行。 – 我们能掌握其他文化的语言。 – 我们能够在建立于另外一种文化的人类沟通系统的限制下工 作（个人的、情境的以及文化的）。
– 假设人都是最好的；多数人按照他们学到的价值观和传统行 事。 – 真诚。 – 保持幽默感。 – 努力变得招人喜欢；当人们喜欢你的时候，他们会原谅你的 错误。 – 微笑。
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1.5 民族中心主义
• 民族中心主义
– 民族中心主义是认为自身的文化背景正确的一种信仰，包 括分析问题的方式、价值观、信仰、语言以及语言和非语 言沟通方式。民族中心主义者相信他们的文化是核心文化， 其他的文化是不正确、有缺陷或者古怪的。我们通过自身 标准来评价他人，因为这是我们所了解的。
• 思维方式
• 全球化
– 全球化就是通过社会和商业两种途径传播生活方式。
• 全球本土化
– 全球本土化指的是“全球和本土的相互渗透，会在不同地 理区域导致独特的结果”。
第十章-跨文化商务交流
第十章
跨文化商务交流
【本章要点】 跨文化与跨文化商务交流的定义 跨文化商务交流的模式与特点
跨文化商务交流中的语言交流与非语言 交流 跨文化商务交流中的障碍 跨文化商务交流中的对策
第一节 跨文化商务交流的模式与特点
第二节 跨文化商务交流中的语言交流 和非语言交流
第三节 跨文化商务交流中的障碍与对 策
第十章 跨文化商务交 流
二、跨文化商务交流的非语言交流
非语言行为包括语言行为之外的一切由人类和 环境所产生的刺激,这些刺激是语言反应连续 发生的必要条件,对于信息发出和接受者都具 有潜在信息价值或意义。非语言行为包括身体 语行为、手势语行为、目光语行为、交谈时的 身体距离等。这些非语言行为都可用作交流信 息、传递思想、表达感情、态度,甚至标志交 际者的社会关系、社会地位等,从而在商务交 流中起到十分重要的作用。
第十章 跨文化商务交 流
（二）跨文化商务交流中的语言差异
一个民族所使用的语言与该民族所拥有的文 化之间存在着密切联系。在跨文化交流中, 不 同文化之间的差异对于商务交流语言有明显 的制约关系。
1. 中国 2. 美国
3. 法国 4. 日本
第十章 跨文化商务交流
（三）跨文化商务交流 的语言交流策略 1. 选 择适当的句型 善用模糊限制语 提高语言的表达效果和 灵活性 保全面子，维系合作关 系 保护说话者，减轻其所 负责任
权力距离的大小
个人主义与集体主义倾 向
生活的量化标准与质化
第十章 跨文化商务交流
第十章 跨文化商务交流
2. 中西方文化的主要差异 价值观念的差异 思维方式的差异 道德规范差异 此外，激励和薪酬方面的差异也是文化差异在 跨文化商务管理中的重要商务交流中的障碍分析
《跨文化商务沟通》第一章 文化、沟通及跨文化沟通课后练习
《跨文化商务沟通》第一章文化、沟通及跨文化沟通课后练习一、单项选择题共12 题1、Cultural bias is unavoidable since there was a long process of culture （）in world history.A . separationB . communicationC . progressD . communicat参考答案：A2、Although there are many cultural barriers among different cultures, there are also certain proper channels to（）among different nations.A . argumentB . communicateC . disputeD . transport参考答案：B3、Culture has variety of characteristics but not （）.A . sharedB . learnedC . ethnocentricD . invariability参考答案：D4、Only outward symbols of a culture are visible, while the most important aspects of a culture are invisible. This phenomenon is often compared as a metaphor （）.A . blanketB . icebergC . iceboxD . invisible man参考答案：B5、（）The communication between people from different cultures when a member of one culture produces a message for consumption by a member of another culture.A . business communicationB . cultural communicationC . intercultural communicationD . vertical communication参考答案：C6、（）A process by which information is exchanged between individuals through a common system of symbols, signs, or behavior, or the exchange of thoughts, messages, or information, as by speech, signals, writing, or behavior.A . communicationB . messageC . informationD . transformation参考答案：A7、（）The communication is within business and administration, aiming at a common objective and profits for both the individuals and organizations.A . cultural exchangeB . business exchangeC . business communicationD . intercultural communication参考答案：C8、Culture and language are not the same, but they （）.A . link each otherB . are essentially differentC . can be substituted each otherD . have different aspects参考答案：A9、（）The belief that your own cultural background, including ways of analyzing problems, values, beliefs, language, and verbal and nonverbal communication, is superior.A . communicationB . cultureC . prejudiceD . ethnocentrism参考答案：D10、（）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.A . cultureB . beliefC . environmentD . institution参考答案：A11、（）The communication at the same level in an organization.A . vertical communicationB . horizontal communicationC . business communicationD . directive communication参考答案：B12、Lateral communication could be expressed as （）.A . single communicationB . prejudice communicationC . directive communicationD . horizontal communication参考答案：D二、判断题共12 题1、Culture could be understood as variety of ways of social lives for different nation or groups in the world.对错参考答案：正确2、With the integration of language into the fabric of culture, confusion and dysfunction would happen and the culture would be destroyed.对错参考答案：错误3、Culture is all men's medium; there is no aspect of human life that is not touched and altered by culture.对错参考答案：正确4、The culture shown in an onion consists of two levels: a level of norms and values, or an invisible level, and a visible level of resultant behavior or artifacts of' some form.对错参考答案：正确5、Culture cannot be known without a study of communication, and communication can only be understood with an understanding of the culture it supports.对错参考答案：正确6、In the global village, neighbors communicate free of troubles and difficulties.对错参考答案：错误7、Culture could be understood as the only universal way of life in the world.对错参考答案：错误8、The terms of intercultural communication and international communication can be used interchangeably.对错参考答案：正确9、Intercultural communication could be the communication between persons of different cultures.对错参考答案：正确10、Stereotypes, like culture itself, are learned in a variety of ways. They are the products of limited, lazy, and misguided perceptions.对错参考答案：正确11、The culture shown in an iceberg consists of two levels: a level of norms and values, like an invisible iceberg under sea level, and a visible level of characteristics, like the visible iceberg above sea level.对错参考答案：正确12、It is impossible for us to communicate with another totally different culture.对错参考答案：错误三、简答题共 3 题1、有人说，“掌握了对方的语言，就消除了跨文化沟通的障碍”。
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• Make decisions on hard, objective facts
• Consider contracts and the written word as very important
• Be aware of the status differences within the organization; however, generally no display of superiority or inferiority is made which makes rank-conscious foreigners uneasy
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Dimensions of Culture
Languages (codes/modes)
Verbal Nonverbal
Physical
Psychological
Environment Human Behavior Content
Processes
Natural Man Made
Knowledge Belief Encoding Systems Decoding Thought
• Grobalization—focuses on the imperialistic ambitions of nations, corporations, and organizations to impose themselves on others
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• Melting pot - sociocultural assimilation of people of differing backgrounds and nationalities; implies losing ethnic differences and forming one large society (macroculture)
lazy, poor, loud, dirty, uneducated
cold, respect authority, hard-working
religious, quarrelsome, wealthy, greedy
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• Diffusion - the process by which two cultures learn and adapt materials and adopt practices of each other
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• World culture - the idea that as traditional barriers among people of differing cultures break down, one culture will emerge
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Communication and Culture
• Communication and culture are inseparable.
• Culture is a code we learn and share.
Japanese
Americans
English Irish Chinese Mexicans Russians Israelis
gentlemanly, polite
cold, patient, religious
diligent, serious ingenious, laboring
cheerful, passionate spicy-food eaters
• Globalization - the ability of a firm to take a product and market it in the entire civilized world
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U.S. Census 2010
• Physical – Environment – Cultural activities
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Perceptions & Stereotypes
• Perceptions are learned through the dimensions of culture. Culture is learned through perception.
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Globalization, Glocalization, and Grobalization
• Globalization—the worldwide diffusion of practices
• Glocalization—the interpenetration of the global and local
• The local manager, a Peruvian, replied:
• “Here’s your headcount: we have 30 in the factory, 15 in the office, 5 in the hospital on sick leave, none broken down by sex. If you must know, our problem here is with alcohol.” (Axtell, 1994)
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Stereotypes of U.S. Persons
• Informal relationships • Rather formal in business attire
(suits for men; dresses or suits for women) • Workaholics • Embarrass foreign businesspeople • Overly concerned with time, money, and appointments
– Backstage culture - cultural information concealed from outsiders
• Stereotypes are perceptions about certain groups of people or nationalities, often based upon limited knowledge and/or exposure
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• Learning and sharing require communication
• Communication requires coding and symbols that are learned and shared. (Smith, 1966)
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• Global business communication communication between businesses from different countries
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• Intercultural business communication – interpersonal communication within and between businesses that involve people from more than one culture
• 64% • 16% • 14% • 5% • .9% • .2%
• .9%
White Americans Hispanic Americans African Americans Asian Americans Amer. Indians & Alaskan Natives Native Hawaiians & Pacific Islanders Others
From Borden, 1991, 171
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Describe the U.S. or another Culture Using Borden
• Language – Verbal – Nonverbal
• Psychological – Content • Knowledge • Belief Systems – Processes • Encoding Thought • Decoding Thought
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Example of Miscommunication
• Telex sent to a factory manager of a U.S. subsidy in Lima, Peru:
• “Please send a headcount of the people in your factory and in your office, broken down by sex. Information urgent.”