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Intercultural Communication: Understanding, Challenges, and Importance

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Introduction, the meaning of culture, communication as a part of intercultural communication, intercultural communication defined, the importance of studying intercultural communication, barriers to intercultural communication.

• Understanding your own identity.
• Enhancing personal and social interactions.Solving misunderstandings, miscommunications & mistrust.
• Enhancing and enriching the quality of civilization.
• Becoming effective citizens of our national communities
• Ethnocentrism
• Stereotyping
• Discrimination

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Why cross-cultural communication is important—and how to practice it effectively

Many bachelor’s degree programs require students to complete a few courses in a foreign language; learning another language can be a vital skill in many careers as well as a way to gain broader perspective on culture and global connections. But language instruction often requires an immersive and intensive classroom schedule that isn’t well-suited to part-time study or the flexible online platform offered by Penn LPS Online’s Bachelor of Applied Arts and Sciences (BAAS) degree.

“When we were thinking about what the new Bachelor of Applied Arts and Sciences would look like, we thought that the residential language program didn’t work as well to address the needs of a very diverse student body which might not even be located here in Philadelphia,” recalls Dr. Christina Frei, Academic Director of the Penn Language Center . “We needed to figure out a way to still have a discussion about language in the degree. I proposed that we offer a course that focuses on the role that language plays in intercultural communication.”

The resulting course is one of the foundational requirements of the BAAS degree. The purpose of ICOM 100: Intercultural Communication is to develop effective communication skills and cultural understanding globally as well as within diverse communities.  While the Intercultural Communication course does not replace the intensive language instruction necessary to speak and read in another language, it does develop the intercultural perspective, which is vital to learning a new language and engaging meaningfully with people across language and cultural differences. “Language is embedded and highly connected to culture. One cannot understand language outside of cultural or vice versa,” says Frei. “I designed the course to pique students' interest in the power of language and the complexities of language and culture.”

What is intercultural communication?

Intercultural communication has become a key concept in language instruction, but only recently. “In the last 20 years—and particularly in the last 10 years—we really understand more about the role that language plays in identity,” says Frei. In her many roles at Penn, Frei ensures that language and cultural studies meet the standards of the American Council on the Teaching of Foreign Languages (ACTFL), which has started to center identity and culture. At the Penn Language Center, which houses language instruction that falls outside of established foreign language departments such as the Department of Germanic Languages and Literatures (for which Frei is the Undergraduate Chair), Frei oversees course offerings and learning opportunities in languages spoken in Africa and South Asia as well as American Sign Language and even language instruction for professional use (such as Spanish for health professionals and Chinese for business). Frei is also the Executive Director of Language Instruction for the School of Arts and Sciences, and in that capacity, she oversees language education across Penn to ensure professional standards are met and a cohesive pedagogical approach is achieved. “Over the last 10 years, the best practices have changed, and ACTFL really has begun to look towards intercultural communication,” says Frei.

To understand what intercultural communication is, it helps to understand culture as something active and pervasive. “Culture is a verb,” says Frei, citing one of the assigned texts from her course: Intercultural Communication: A Critical Introduction by Ingrid Piller. “You’re doing culture all the time,” explains Frei. “In order to become aware of what culture actually is, you have to really develop a critical eye to look at your perceptions and your surroundings.” Doing culture can include ways of speaking and acting but also thoughts and beliefs you’re not even aware of—although you’re most likely to become aware of how you “do culture” when you interact with someone who “does culture” differently. Intercultural communication encompasses a vast array of verbal and nonverbal interactions that may take place on such occasions: learning a new language or visiting another country are common examples but joining a new workplace or participating in a community organization with members of diverse backgrounds can also engage intercultural communication skills.

“If you want to do culture interculturally, you cannot do it by exclusion,” adds Frei. “Inclusivity, to me, is the new word for being truly multicultural, to really be open-minded and understanding about the differences that human beings have in their lives, their languages, and in their beliefs and cultural practices.”

The importance of intercultural communication

Intercultural communication plays a pivotal role in our increasingly globalized world, where people from various cultural backgrounds interact regularly. It is of paramount importance as it facilitates understanding and collaboration among individuals from diverse cultural backgrounds, helping to break down the walls of stereotypes and assumptions that can hinder effective communication. In a world where cultural diversity is the norm, effective intercultural communication fosters empathy, reduces misunderstandings arising from differing cultural norms, and promotes tolerance. By embracing the nuances of different cultures, we bridge divides and harness the rich tapestry of perspectives, ideas, and talents that diverse populations bring to the table. It is a cornerstone for successful diplomacy, international business, and peaceful coexistence. Intercultural communication promotes unity in diversity, enhancing our collective capacity to address global challenges and build a more inclusive and harmonious global community.

How do you develop intercultural understanding in the classroom?

To provide a broad range of opportunities for students to analyze examples of “doing culture,” the Intercultural Communication course incorporates an array of readings, videos, and websites to explore different ways of expressing and interpreting culture through language. There are recorded interviews with scholars and activists who have compelling perspectives on how to “do culture” as a member of a minority population: a Lakota historian who protested the construction of a pipeline in the Standing Rock Indian Reservation, an applied linguist involved in a social impact project with a Bangladeshi community in Philadelphia, and the director of the American Sign Language program at Penn who shares insight about language and culture within the deaf community. In addition to the Intercultural Communication textbook and assorted reading assignments, the students read The Enigma of Arrival , V.S. Naipaul’s autobiographical novel about his journey from the island of Trinidad to the countryside of England. “It’s a fabulous book that I hope the students enjoy reading,” says Frei. “It’s one person’s story about coming to a new place and doing culture from the outside, so to speak. There is a lot of self-observation and self-reflectivity about how, as he is doing culture, he begins to understand himself and the place differently.”

Students analyze and reflect on these cultural artifacts in class discussions and written assignments. “The workshops that I usually offer here at Penn and the courses I teach have a communicative approach with a lot of reflection, so that's part of the Intercultural Communication course as well,” says Frei. “We do tons of personal reflection because it’s important to know what your own prejudices are, what your own value system is, what your own sense-making is, and what your own analysis is, and what your own observations are.” In particular, students are asked to step back and observe how they communicate with others, from workplace and religious communities to interactions with friends and family to brief encounters at the supermarket. “It's almost like an anthropological journal, if you wish,” says Frei. ”It builds a particular kind of sensitivity to observe without judgment what you’re thinking and how you react, which helps you to be inclusive, to have empathy, and to understand the people you engage with.”

Though the course is asynchronous, Frei says, discussion boards and reflective practices bring students into the discussion and require them to communicate clearly and thoughtfully with one another. “Perhaps that’s the beauty of an online course,” says Frei. “You really do need to listen or read and pay attention to what your peers are saying. I think they really will gain an understanding of what intercultural communication means to each of them.”

“The students are actually creating the knowledge of the course,” she adds. “I'm giving them a tool kit, but what they actually do with it is up to them—and that’s very exciting.”

Tips for effective cross-cultural communication

To succeed in the course, Frei emphasizes that students need to pace themselves and schedule themselves plenty of time to think, reflect, and feel as they go through the coursework. “These are not just assignments where you can just check a box and you're done. These are thinking pieces,” says Frei. “Students need to really make sure to put some time aside because they have to think in order to do the work. They need to allow themselves to be open-minded about themselves and perhaps, in their own thinking, surprise themselves.”

Time management gives students the space needed to develop their practice of reflection, which is an important skill for communication in any context. For Bachelor of Applied Arts and Sciences students, Frei notes, reflection is built-in throughout the entire degree, culminating in the ePortfolio degree requirement . “It makes complete sense,” she says. “The ePortfolio is not just a curated collection of your best work. It’s a curated collection that you thought about and where you reflected on your benchmarks, your rubrics, your qualifiers for your best work.” Likewise, reflection is a vital step in thinking about culture and language.

But to Frei, reflection is deeply entwined with the concept of self-care. “Ask yourself: How can I be healthy emotionally, intellectually, physically? How does that all come into the mix?” says Frei. In her German classes, Frei will often ask students to complete a self-assessment of their reading practices: where do they typically sit, how focused do they usually feel, what kinds of emotions to do they experience and when. By being attuned to those details, says Frei, a student can make choices that will help them both enjoy and absorb more in their reading. Likewise, when it comes to language and culture, “self-care is key,” she says. “Self-reflection and understanding your own practices, your own cultural beliefs, your own cultural practices and perspectives will help you to sensitize you.”

“This is a course that shares knowledge through books and instructional design. You’ll gain insights into minority discourses and you’ll learn about communication and language. Those skills are transferable to other courses,” says Frei. “But it’s also a place where you can get to know yourself a little bit more. I think that could be really helpful.”

For more information about this unique online degree and its requirements, visit the Penn LPS Online feature “What is a Bachelor of Applied Arts and Sciences degree? ”

Dive deeper into all the opportunities available through Penn LPS Online by visiting our homepage .

Cross-Cultural Narratives: Stories and Experiences of International Students

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Communication competencies, culture and SDGs: effective processes to cross-cultural communication

• Stella Aririguzoh 1  

Humanities and Social Sciences Communications volume  9 , Article number:  96 ( 2022 ) Cite this article

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• Cultural and media studies

Globalization has made it necessary for people from different cultures and nations to interact and work together. Effective cross-cultural communication seeks to change how messages are packaged and sent to people from diverse cultural backgrounds. Cross-cultural communication competencies make it crucial to appreciate and respect noticeable cultural differences between senders and receivers of information, especially in line with the United Nations’ (UN) recognition of culture as an agent of sustainable development. Miscommunication and misunderstanding can result from poorly encrypted messages that the receiver may not correctly interpret. A culture-literate communicator can reduce miscommunication arising from a low appreciation of cultural differences so that a clement communication environment is created and sustained. This paper looks at the United Nations’ recognition of culture and how cultural differences shape interpersonal communication. It then proposes strategies to enhance cross-cultural communication at every communication step. It advocates that for the senders and receivers of messages to improve communication efficiency, they must be culture and media literates.

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The United Nations has recognized culture as a causal agent of sustainability and integrated it into the SDG goals. Culture reinforces the economic, social, and communal fabrics that regulate social cohesion. Communication helps to maintain social order. The message’s sender and the receiver’s culture significantly influence how they communicate and relate with other people outside their tribal communities. Globalization has compelled people from widely divergent cultural backgrounds to work together.

People unconsciously carry their cultural peculiarities and biases into their communication processes. Naturally, there have been miscommunications and misunderstandings because people judge others based on their cultural values. Our cultures influence our behaviour and expectations from other people.

Irrespective of our ethnicities, people want to communicate, understand, appreciate, and be respected by others. Culture literate communicators can help clear some of these challenges, create more tolerant communicators, and contribute to achieving global sustainable goals.

Introduction

The United Nations established 17 Sustainable Development Goals (SDGs) in 2015 to transform the world by 2030 through simultaneously promoting prosperity and protecting the earth. The global body recognizes that culture directly influences development. Thus, SDG Goal 4.7 promotes “… a culture of peace and non-violence, global citizenship and appreciation of cultural diversity and of culture’s contribution to sustainable development.” Culture really matters (Seymour, 2007 ). Significantly, cultural cognition influences how people process information from different sources and suggests policies they may support or oppose (Rachlinski, 2021 ). Culture can drive sustainable development (United Nations, 2015 ; De Beukelaer and Freita, 2015 ; Kangas et al., 2017 ; Heckler, 2014 ; Dessein et al., 2015 ; and Hosagrahar, 2017 ).

UNESCO ( 2013 , p.iii ; 2017 , p.16; 2013a , p. 30) unequivocally states that “culture is a driver of development,” an “enabler of sustainable development and essential for achieving the 2030 Agenda” and as “an essential pillar for sustainable development.” These bold declarations have led to the growth of the cultural sector. The culture industry encourages economic growth through cultural tourism, handicraft production, creative industries, agriculture, food, medicine, and fisheries. Culture is learned social values, beliefs, and customs that some people accept and share collectively. It includes all the broad knowledge, beliefs, art, morals, law, customs, and other experiences and habits acquired by man as a member of a particular society. This seems to support Guiso, Paola and Luigi ( 2006 , p. 23) view of culture as “those customary beliefs and values that ethnic, religious, and social groups transmit fairly unchanged from generation to generation.” They assert that there is a causality between culture and economic outcomes. Bokova ( 2010 ) claims that “the links between culture and development are so strong that development cannot dispense with culture” and “that these links cannot be separated.” Culture includes customs and social behaviour. Causadias ( 2020 ) claims that culture is a structure that connects people, places, and practices. Ruane and Todd ( 2004 ) write that these connections are everyday matters like language, rituals, kingship, economic way of life, general lifestyle, and labour division. Field ( 2008 ) notes that even though all cultural identities are historically constructed, they still undergo changes, transformation, and mutation with time. Although Barth ( 1969 ) affirms that ethnicity is not culture, he points out that it helps define a group and its cultural stuff . The shared cultural stuff provides the basis for ethnic enclosure or exclusion.

The cultural identities of all men will never be the same because they come from distinctive social groups. Cultural identification sorts interactions into two compartments: individual or self-identification and identification with other people. Thus, Jenkins ( 2014 ) sees social identity as the interface between similarities and differences, the classification of others, and self-identification. He argues that people would not relate to each other in meaningful ways without it. People relate both as individuals and as members of society. Ethnicity is the “world of personal identity collectively ratified and publicly expressed” and “socially ratified personal identity‟ (Geertz, 1973 , p. 268, 309). However, the future of ethnicity has been questioned because culture is now seen as a commodity. Many tribal communities are packaging some aspects of their cultural inheritances to sell to other people who are not from their communities (Comaroff and Comaroff, 2009 ).

There is a relationship between culture and communication. People show others their identities through communication. Communication uses symbols, for example, words, to send messages to recipients. According to Kurylo ( 2013 ), symbols allow culture to be represented or constructed through verbal and nonverbal communication. Message receivers may come from different cultural backgrounds. They try to create meaning by interpreting the symbols used in communication. Miscommunication and misunderstanding may arise because symbols may not have the same meaning for both the sender and receiver of messages. If these are not efficiently handled, they may lead to stereotyping, prejudice, and discrimination. Monaghan ( 2020 ), Zhu ( 2016 ), Holmes ( 2017 ), Merkin ( 2017 ), and Samovar et al. ( 2012 ) observe that inter-cultural communication occurs between people from different cultural groups. It shows how people from different cultural backgrounds can effectively communicate by comparing, contrasting, and examining the consequences of the differences in their communication patterns. However, communicating with others from different cultural backgrounds can be full of challenges, surprises, and re-learning because languages, values, and protocols differ. Barriers, like language and noise, impede communication by distorting, blocking, or altering the meaning.

Communication patterns change from one nation to the next. It is not uncommon, for example, for an American, a Nigerian, a Japanese national, or citizens of other countries to work together on a single project in today’s multi-cultural workplace. These men and women represent different cultural heritages. Martinovski ( 2018 ) remarks that both humans and virtual agents interact in cross-cultural environments and need to correctly behave as demanded by their environment. Possibly too, they may learn how to avoid conflicts and live together. Indeed, García-Carbonell and Rising ( 2006 , p. 2) remark that “as the world becomes more integrated, bridging the gap in cultural conflicts through real communication is increasingly important to people in all realms of society.” Communication is used to co-ordinate the activities in an organization for it to achieve its goals. It is also used to signal and order those involved in the work process.

This paper argues that barriers to cross-cultural communication can be overcome or significantly reduced if the actors in the communication processes become culture literates and competent communicators.

Statement of the problem

The importance of creating and maintaining good communication in human society cannot be overemphasized. Effective communication binds and sustains the community. Cross-cultural communication problems usually arise from confusion caused by misconstruction, misperception, misunderstanding, and misvaluation of messages from different standpoints arising from differences in the cultures of the senders and receivers of messages. Divergences in cultural backgrounds result in miscommunication that negatively limits effective encrypting, transmission, reception, and information decoding. It also hinders effective feedback.

With the rapid spread of communication technologies, no community is completely isolated from the rest of the world. Present-day realities, such as new job opportunities and globalization, compel some people to move far away from their local communities and even their countries of origin to other places where the cultures are different. Globalization minimizes the importance of national borders. The world is no longer seen as a globe of many countries but as a borderless entity (Ohmae, 1999 ) and many markets (Levitt, 1983 ) in different countries with different cultures. As a matter of necessity, people from other countries must communicate.

The United Nations ( 2015 ) recognizes culture’s contribution to sustainable development and promotes local cultures in development programmes to increase local population involvement. Despite the United Nations’ lofty ideals of integrating culture into development, culture has hindered development at different levels. Interventions meant to enhance development are sometimes met with opposition from some people who feel that such programmes are against their own culture.

Gumperz ( 2001 , p. 216) argues that “all communication is intentional and grounded in inferences that depend upon the assumption of mutual good faith. Culturally specific presuppositions play a key role in inferring what is intended.” Cross-border communications reflect the kaleidoscope of the diverse colours of many cultures, meeting, clashing, and fusing. Like Adler ( 1991 , p. 64) observes, “foreigners see, interpret, and evaluate things differently, and consequently act upon them differently.” Diversities in culture shape interpersonal communication. Yet the basic communication process is the same everywhere. It is in these processes that challenges arise. Therefore, this study seeks to examine how each of these steps can be adapted to enhance cross-cultural communication, especially in today’s digitized era of collapsing cultural boundaries. Barriers to cross-cultural communication can be significantly reduced if the actors in the communication processes become culture literates and competent communicators.

Study objectives

The objectives of this study are

To examine United Nations efforts to integrate culture into sustainable development.

To suggest modifications to each communication process step to improve effective cross-cultural communication.

Literature review

Some authors have tried to link culture, communication, and sustainable goals.

The need to know about people’s culture

There are compelling reasons to learn about other people’s cultures.

Cultural literacies: Difficulties in cross-cultural communication can be reduced when senders of messages understand that the world is broader than their ethnocentric circles. It demands that senders of messages know that what they believe may not always be correct when communicating with receivers of these messages who are from different cultures. Logical reasoning will expect increased exposure to different cultures to increase understanding. When people of different groups communicate frequently, it is anticipated that they should understand each other better. This is what Hirsch ( 1987 ) labels as cultural literacy . In the ordinary course of things, common knowledge destroys mutual suspicion and misinterpretation that often generate conflicts.

To protect the earth: It is essential to point out that at “the most global level, the fate of all people, indeed the fate of the earth, depends upon negotiations among representatives of governments with different cultural assumptions and ways of communicating” (Tannen, 1985 , p. 203). If the world is to be protected, it is necessary to understand other peoples’ cultures who live and interact with us at different fronts and in this same world. The world is still our haven. Nevertheless, Vassiliou et al. ( 1972 ) find that increased exposure can increase people’s mutual negative stereotyping. Tannen ( 1985 , p. 211) remarks that stereotypes of ethnic groups partly develop from the poor impressions that people from other cultures have about the natives because they hold different meanings for both parties. Stereotyping is detrimental to cross-cultural communication, and its dismissal is necessary for any successful cross-cultural exchange.

Spin-offs from globalization: Bokova ( 2013 ) observes that globalization transforms all societies and brings culture to the front. She remarks that communities are increasingly growing diverse and yet interconnected. The spin-offs from globalization open great doors for exchanges, mutual enrichment of persons from different cultures, and pictures of new worlds.

The dynamics of cross-cultural communication

Different cultures emphasize different values. The emphasis on one value by one culture may lead to difficulties in cross-cultural communication with another person who does not see that particular value in the same light, for example, timeliness. It is crucial to note Sapir’s ( 1956 , p. 104) insistence that “every cultural pattern and every single act of social behaviour involves communication in either an explicit or implicit sense.” Even though Hofstede ( 2005 , p. 1) comments that “cultural differences are nuisance at best and often a disaster,” UNESCO ( 1998 , 1999 ) recognizes cultural diversity as an “essential factor of development” and an issue that matters. This makes cultural diversity a blessing rather than a disaster. The various shades of cultural values influence how we behave and communicate with others outside our cultural environment. Our ideals and biases also influence communication.

Trompenaars and Hampden-Turner ( 1997 ) developed a culture model with seven dimensions. They are universalism versus particularism (rules versus relationships); individualism versus communitarianism (the individual versus the group); specific versus diffuse (how far people get involved); neutral versus emotional (how people express emotions) ; achievement versus ascription (how people view status); sequential time versus synchronous time (how people manage time); and internal direction versus outer direction (how people relate to their environment). These cultural models signify how people from these areas communicate. People from different backgrounds may have difficulties communicating as their values may be significantly different. A good communicator must take note of this distinctiveness in values because they impact the communication processes. For example, a person who is particular about upholding written rules may not be interested in knowing who the culprit is before administering sanctions. But the other person interested in maintaining a good relationship with others may re-consider this approach.

Hofstede ( 1980 ) identifies five significant values that may influence cross-cultural communication:

Power distance: This is the gap between the most and the least influential members of society. People from different cultures perceive equality in various ways. The social hierarchy or status determines where individuals are placed. Status is conferred by inheritance or by personal achievement. Some cling to societal classification and its hierarchy of power. Others value and cherish the equality of all people. Yet, other cultures see other people as dependents and somehow inferior beings. A king in an African community is seen as far more powerful and important than his servants, who are expected to pay obeisance to him. Most countries in Europe are egalitarian. Arabic and Asian countries are high on the power index.

Individualism versus collectivism: This explains the extent to which members of a particular culture value being seen first, as individuals or as members of a community. As individuals, they are entirely held accountable for their errors. They are also rewarded as individuals for their exploits. However, in some cultures, the wider community is involved. Suppose a person makes an inglorious error. The whole community where that individual comes from shares in it. The same goes if he wins laurels and awards. The individual does not exist primarily for himself. African, Japanese, Indian, and most Asiatic nations follow the collective approach. A Chinese man has his Guanxi or Guanshi. This is his network of influential and significant contacts that smoothen his business and other activities (Yeung and Tung, 1996 ). He succeeds or fails based on his personal relationships. In other words, the basis of business is friendship. This is clear evidence of collectivism. Most people from America and Europe are individualistic. It must be pointed out that personal values mediate both community and individualistic spirit. Trompenaars and Hampden-Turner’s communitarianism vs. individualism appears very similar to this Hofstede’s individualism/collectivism orientation. The information receiver who values his individuality will be offended if he is seen as just a group member or if his negative performance on the job is discussed openly. The message sender who appreciates his subordinates would send personalized messages and expect their feedback.

Uncertainty avoidance: This shows the degree to which a particular culture is uncomfortable with uncertainties and ambiguities. Some cultures avoid or create worries about how much they disclose to other people. A culture with high uncertainty avoidance scores wants to avoid doubts by telling and knowing the absolute truth in everything. For them, everything should be plainly stated. When situations are not like this, they are offended, worried, and intolerant of other people or groups they feel are hiding facts by not being plain enough. Hofstede and Bond ( 1988 ) write that this trait is very peculiar to western Europeans. This means that people from countries like Greece, Turkey, and Spain are very high on uncertainty avoidance. Communication between people with high or low uncertainties may be hindered. Some people may appear rude and uncouth because of their straightforward ways of talking. Some Africans may see some Americans and people from Europe as too wide-mouthed because they feel they do not use discretion in talking. They say things they may prefer to keep silent about and hide from the public’s ears. On the other hand, some Americans may see some Africans as unnecessarily secretive. Trompenaars and Hampden-Turner’s ( 1997 ) universalism/particularism explains why some cultures insist on applying the rule of law no matter who the offender is.

Masculinity/feminity roles : Hofstede ( 2001 ) defines masculinity as society’s preference for success, heroism, assertiveness, and material rewards for success. Conversely, femininity is seen as the preference for co-operation, diffidence, caring for the weak and quality of life. The male-female contradiction affects communication. Females are expected to be meek homemakers that tend and nurture their family members. Like Sweden and Norway, cultures that favour females do not discriminate between the sexes. Japan and Nigeria have cultures that are predominantly masculine in orientation. Competitive and aggressive females are frowned at and seen as social deviants. In the other cultures where females are more favoured, a man may land in court and face public condemnation for domestic violence. Hofstede ( 1998 ) believes that how different cultures see the male/female roles influence how they treat gender, sexuality, and religion.

Long-time orientations: A particular society accepts some degree of long or short associations. Japanese culture scores high in long-term orientation values, commitments, and loyalty. They respect tradition, and therefore, changes in their society take a longer time to happen. Cultures with low long-term orientation do not value tradition much, nor do they go out of their way to nurture long-standing relationships. Literally, changes occur in rapid succession. There appears to be more attachment to the pursuit of immediate self-satisfaction and simple-minded well-being. Baumeister and Wilson ( 1996 , pp. 322–325) say that meaning comes from a sense of purpose, efficacy, value, and a sense of positive self-worth. Thus, if you communicate with somebody with a short-term orientation, you may think that he is too hasty and intemperate, while he may feel that you are too sluggish and not ready to take immediate action.

Hall ( 1983 ) introduces two other factors:

Time usage: Some cultures are monochronic, while others are polychronic. Monochronic cultures are known for doing one thing at a time. Western Europe is monochronic in time orientation, as illustrated by the familiar adage that says, “There is a time and place for everything!” Persons from this cultural background are very punctual and strictly adhere to plans. They are task-oriented. Polychronic cultures schedule multiple tasks simultaneously, even though there may be distractions and interruptions while completing them. Plans may often change at short notice. Such different time management and usage may constrict effective communication. A London business entrepreneur will find it difficult to understand why his business partner from Nigeria may be thirty minutes late for a scheduled meeting. The answer is in their perception of time. Some Nigerians observe what is referred to as African time , where punctuality is tacitly ignored.

Low and high context: This refers to how much a culture depends on direct or indirect verbal communication. According to Hall ( 1976 ), low context cultures explicitly refer to the topic of discussion. The speaker and his audience know that the words mean exactly what they say. In high context cultures, the meanings of words are drawn from the context of the communication process. The words may never mean what they say. For example, the sentence: I have heard . In the low context culture, it merely means that the listener has used his ears to listen to what the speaker is saying. In the high context culture, the listener knows more than what the speaker is saying and may be planning something unpleasant. Europeans and North Americans have low contexts. African and Asian nations have high contexts.

Vaknin ( 2005 ) brings in another value:

Exogenic and endogenic: This shows how people relate to their environment. Deeply exogenic cultures look outside themselves to make sense of life. Hence, they believe in God and His power to intervene in the affairs of men. Endogenic cultures draw on themselves when searching for the meaning of life. They think they can generate solutions to tackle the problems facing them. While the endogenic person may exert himself to find a solution to a challenge, his exogenic partner may believe that supernatural help will come from somewhere and refuses to do what is needed. Of course, this provides a problematic platform for effective communication.

The United Nations’ sustainable development goals and culture

The United Nations recognizes that culture is implicitly crucial to the achievement of the SDGs. No meaningful development can occur outside any cultural context because every person is born into a culture. To a large extent, our cultural foundations determine what we do and how we see things. Therefore, culture must be integrated into sustainable development strategies. Some specific goals’ targets acknowledge that culture drives development. Sustainable development revolves around economic, social, and environmental objectives for people. These goals are implicitly or explicitly dependent on culture because culture impacts people.

There are 17 Sustainable Development Goals. However, there are four specific ones that refer to culture are:

SDG 4 focuses on quality education

By 2030, ensure that all learners acquire the knowledge and skills needed to promote sustainable development, including, among others, through education for sustainable development and sustainable lifestyles, human rights, gender equality, promotion of a culture of peace and non-violence, global citizenship and appreciation of cultural diversity and of culture’s contribution to sustainable development

In other words, quality education is most effective if it responds to a place and the community’s cultural context and exactitudes. This target hinges on education promoting peace, non-violence, and cultural diversity as precursors to sustainable development. Encouraging respect for cultural diversity within acceptable standards facilitates cultural understanding and peace.

SDG 8 focuses on decent work and economic growth

By 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products

Strengthening trade in cultural goods and services will provide growth impetus for local, national, and international markets. These will create employment opportunities for people whose work revolves around cultural goods. Cultural tourism generates revenues that improve the economy. In this sense, culture facilitates the community’s well-being and sustainability.

SDG 11 focuses on sustainable cities and communities

Target 11.4

Strengthen efforts to protect and safeguard the world’s cultural and natural heritage

When our cultural heritage is carefully managed, it attracts sustainable investments in tourism. The local people living where this heritage is domiciled ensure that it is not destroyed and that they themselves will not damage the heritage areas.

SDG 12 focuses on responsible consumption and production

Develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products

Several indigenous livelihoods and crafts are built on local knowledge and management of the ecosystem, natural resources, and local materials. If natural resources are depleted, production will be endangered. Local livelihoods that utilize low technology and energy generate less waste and keep their environment free from pollution. In other words, proper management of the ecosystem prevents biodiversity loss, reduces land degradation, and moderates adverse climate change effects. Where there are natural disasters, traditional knowledge already embedded in the people’s culture helps them become resilient.

Theoretical framework

The social construction of reality is hinged on the belief that people make sense of their social world by assembling their knowledge. Scheler ( 1960 ) labels this assemblage the Sociology of Knowledge . Berger and Luckmann ( 1966 , p.15) contend that this “knowledge is concerned with the analysis of the social construction of reality.” Social construction theory builds on peoples’ comprehension of their own life experiences. From there, people make assumptions about what they think life is or should be. Young and Collin ( 2004 ) present that social constructionism pays more attention to society than individuals. Communities determine what they feel is acceptable. What is widely accepted by a particular community may be unacceptable to other people who are not members of this group. Therefore, people see an issue as good or bad based on their group’s description. Thus, what is a reality in Society A may be seen as illegal in Society B . Berger and Luckmann ( 1966 ) claim that people create their own social and cultural worlds and vice versa. According to them, common sense or basic knowledge is sustained through social interactions. These, in turn, reinforce already existing perceptions of reality, leading to routinization and habitualization. Berger and Luckmann ( 1991 ) say that dialogue is the most important means of maintaining, modifying, and reconstructing subjective reality.

Burr ( 2006 ) writes that the four fundamental tenets of social constructionism are: a critical instance towards taken-for-granted knowledge, historical and cultural specificity; knowledge sustained by social processes; and that knowledge and social action go together. This taken-for-granted knowledge is a basic common-sense approach to daily interactions. Historical and cultural specificities look at the peculiar but past monuments that have shaped the particular society. Knowledge is created and sustained by socialization. Good knowledge improves the common good. However, whoever applies the knowledge he has acquired wrongly incurs sanctions. This is why convicted criminals are placed behind bars.

Social constructions exist because people tacitly agree to act as if they do (Pinker, 2002 ). Whatever people see as realities are actually what they have learnt, over long periods, through their interactions with their society’s socialization agents such as the family, schools and churches. Cultural realities are conveyed through a language: the vehicle for communication. Language communicates culture by telling about what is seen, spoken of, or written about. However, groups construct realities based on their cultures. The media construct realities through the production, reproduction, and distribution of messages from which their consumers give meaning to their worlds and model their behaviours.

The method of study

The discourse analysis method of study is adopted for this work. Foucault ( 1971 ) developed the ‘discursive field’ to understand the relationships between language, social institutions, subjectivity, and power. Foucault writes that discourses relate to verbalization at the most basic level. The discursive method explores the construction of meanings in human communication by offering a meaningful interpretation of messages to enhance purposeful communication. Discourse analysis examines how written, or spoken language is used in real-life situations or in the society. Language use affects the creation of meaning; and, therefore, defines the context of communication. Kamalu and Isisanwo ( 2015 ) posit that discourse analysis considers how language is used in social and cultural contexts by examining the relationship between written and spoken words. Discourse analysis aims to understand how and why people use language to achieve the desired effect. The discursive method explores the construction of meanings in human communication by offering a meaningful interpretation of messages to enhance purposeful communication. Gale ( 2010 ) says that meaning is constructed moment by moment. Garfinkel ( 1967 ) explains this construction as the common-sense actions of ordinary people based on their practical considerations and judgments of what they feel are intelligible and accountable to others. According to Keller ( 2011 ), a peoples’ sense of reality combines their routinized interactions and the meanings they attach to objects, actions, and events. It is in this understanding of the natural use of language that some barriers to effective cross-cultural communication can be reduced.

Messages may assume different meanings in different situations for other people. These meanings affect social interactions. They either encourage or discourage further human communication. As Katz ( 1959 ) has written, interpersonal relationships influence communication. To make meaning out of messages and improve human relationships, it is necessary to understand that content and context may not represent the same thing to people in different situations. Waever ( 2004 , p. 198) states that “things do not have meaning in and of themselves, they only become meaningful in discourse.” Since people’s perspectives are different, it becomes extremely difficult to form a rigid basis on specific ideas. Ideas are discussed on their merits. Discursive analysis inspects the ways individuals construct events by evaluating language usage in writing, speech, conversation, or symbolic communication (Edwards, 1997 ; Harre and Gillet, 1994 ). Language is the carrier of culture. According to Van Dijk ( 1995 , p. 12), this approach is used to study descriptive, explanatory, and practical issues in “the attempt to uncover, reveal or disclose what is implicit, hidden or otherwise not immediately obvious in relations of discursively enacted dominance or their underlying ideologies.” The media play fundamental roles in the processes of constructing or reconstructing reality. They can do these because of Aririguzoh’s ( 2004 ) observation that the press impacts the political and socio-cultural sub-systems.

Culture at the international galleries

The affairs of culture came into international prominence at the UNESCO’s World Conference on Cultural Policies held in Mexico in 1982. This conference gave a broad definition of culture to include “the whole complex of distinctive spiritual, material, intellectual and emotional features that characterize a society or social group. It includes not only the arts and letters but also modes of life, the fundamental rights of the human being, value systems, traditions and beliefs” (UNESCO, 1982 , p. 1).

The United Nations World Commission on Culture and Development, led by J. Perez de Cuellar, published our Creative Diversity’s Landmark Report (UNESCO, 1995 ). This report points out the great importance of incorporating culture into development. Although the Commission recognizes cultural diversities, it sees them as the actual vehicles driving creativity and innovation. During the World Decade on Culture and Development (1988–1998), UNESCO stepped up again to campaign for greater recognition of culture’s contribution to national and international development policies. In 1998, Stockholm hosted an Inter-governmental Conference on Cultural Policies for Development. Its Action Plan on Cultural Policies for Development reaffirmed the correlation between culture and development (UNESCO, 1998 ). In 1999, UNESCO and the World Bank held the Inter-governmental Conference, Culture Counts , in Florence. Here, ‘cultural capital’ was emphasized as the tool for sustainable development and economic growth (UNESCO, 1999 ).

The United Nations General Assembly adopted the 2005 World Summit Outcome Document . Here, cultural diversity was explicitly admitted as a contributor to the enrichment of humankind. The United Nations General Assembly Resolutions on Culture and Development adopted in 2010 and 2011 (65/166 and 66/208) recognize culture as an “essential component of human development” and “an important factor in the fight against poverty, providing for economic growth and ownership of the development processes.” These resolutions called for the mainstreaming of culture into development policies at all levels. The UN System Task Team on the Post 2015 Development Agenda issued a report, Realizing the Future We Want for All ( 2012 , p. ii), with a direct charge that culture has a clear role to play in the “transformative change needed for a rights-based, equitable and sustainable process of global development.” Paragraph 71 of the report declares:

It is critical to promote equitable change that ensures people’s ability to choose their value systems in peace, thereby allowing for full participation and empowerment. Communities and individuals must be able to create and practice their own culture and enjoy that of others free from fear. This will require, inter alia, respect for cultural diversity, safeguarding cultural and natural heritage, fostering cultural institutions, strengthening cultural and creative industries, and promoting cultural tourism (p. 33).

In 2005, the Convention on the Protection and Promotion of the Diversity of Cultural Expressions member states agreed that cultural diversity “increases the range of choices and nurtures human capacities and values. Therefore, it is a mainspring for sustainable development for communities, peoples and nations” (UNESCO, 2005 , p. 1). The Convention reiterated the importance of the link between culture and development. UNESCO also steers an International Fund for Cultural Diversity to promote sustainable development and poverty reduction among the developing and least developed countries that are parties to the Convention.

UN Resolution 2347 of 2017 focuses exclusively on protecting cultural heritage and its necessity for peace and security. This Resolution brings a thorough awareness of culture’s role as a source of stability, inclusion, driver of reconciliation, and resilience. This Resolution reinforces Resolution 2199, adopted in February 2015, partly to fight against international terrorism financing and prohibit the illicit trafficking of cultural goods from Iraq and Syria.

Communication processes for overcoming difficulties in cross-cultural communication

The primary risk in cross-cultural communication is distortion, which creates misunderstanding or even misrepresentation of the conveyed information. Baumgratz ( 1990 , pp. 161–168) shares the opinion that relevant cultural dimensions of what he calls a social communication situation should be mapped out for individuals or groups who are from different nations or cultural origins but who have realized the need to contribute to the achievement of social, institutional, organizational, group, and personal aims. The tactics to overcome difficulties in cross-cultural communication lie in the communication processes. Any of the steps can become a barrier since culture influences the behaviour of both senders and receivers of messages. Barriers impede communication by distorting, blocking, or creating misunderstandings. Hence, it is necessary to create an enabling environment that will make communicating easier. Each of the communication steps can be strategized to enhance communication.

He is the source or initiator of the message. He can be a person or an organization. If the sender is a person, Malec ( 2018 ) refers to him as the carrier of intangible culture and the creator of the tangible ones. Messages are conveyed through spoken or written words. Nevertheless, messages can also be non-verbal. The encoding includes selecting words, symbols, or gestures in composing a message. The sender should encrypt, transfer meaning, or package his messages in ways that the receivers can access them. He should use symbols that the receiver would comprehend. The first thing he should do is use a language that his receiver understands. For example, it is useless to send a message written in English to another person who only understands French. Not only is the effort wasted, but it might also generate hostility. In Nigeria, Mexican soaps are freely watched. However, their producers avoided the obvious language challenge by dubbing in English voice-overs.

Words mean different things in different languages. For example, a British boss would answer yes to a question. However, his American subordinate would answer, yeah . The boss would think that he is disrespectful and impolite. Meanwhile, the American employee would be bewildered by the boss’s apparent coldness. British people use words that have different meanings from their American counterparts. For example, the word, pant , means underwear to a Briton but a pair of trousers to an American. The Englishman may still run into trouble with other nationals because his words have different meanings to these listeners. For example, the English phrase fart means a different thing among the Danish. For them, the word means speed ! The English word gift means poison in German. If an Englishman calls somebody a brat , his Russian friend will conclude that he is calling him his brother , which is what the word means in his language. Igbo children of south-eastern Nigeria call the hawk leke . But for the Yorubas in the southwest, this is the name given to a male child.

The sender, too, must know that even body language may mean different things. He should not assume that non-verbal messages mean the same in every part of the world. In Japan, nodding the head up and down means disagreement. In Nigeria, it means the opposite. Even though his own culture invariably influences the message’s sender, he should understand that his message is intended for a cross-cultural audience. He must also realize that the contents are no longer meant for ethnic communities defined by geographical locations but for an audience connected by frequent interactions that are not necessarily in the same physical place. A message sender that values esprit de corps will incorporate this into his messages by telling them that the laurel does not go to any person in particular but to the winning team. He thus encourages everybody to join in to win, not as individuals but as members of a group. If he is high on doubt avoidance, he makes his messages very direct and unambiguous and leaves no room for misinterpretation. However, a male sender who wants to assert his masculinity may wish to sound harsh. The sender who regularly attends church services may unconsciously put some words of Scripture in his messages because of his exogenic roots. The sender with monochronic orientation will send one message and expect the task to be completed as scheduled. His linear cultural background will be offended if the result is the contrary. Similarly, the sender who places a high value on rules and regulations would send messages of punishment to those who break them but reward those who keep them without minding his relationships with them. An effective sender of messages to a cross-cultural society should state his ideas clearly, offer explanations when needed, or even repeat the whole communication process if he does not get the appropriate feedback.

This is the information content the sender wants to share with his receivers. These include stories, pictures, or advertisements. He should carefully avoid lurid and offensive content. A French man may see nothing wrong in his wife wearing a very skimpy bikini and other men ogling at her at a public beach. His counterpart from Saudi Arabia will be upset if other men leer at his wife. In addition, the wife would be sanctioned for dressing improperly and appearing in public. If a person has a message to share with others from a different cultural background, he should be careful. His listeners may not isolate his statement as being distinct from his personality.

Societies with high context culture usually consider the messages they send or receive before interpreting them. Messages are hardly delivered straightforwardly. The message is in the associated meanings attached to the pictures and symbols. Thus, those outside that community find it very difficult to understand the meaning of the messages. In low-context communication, the message is the information in words. The words mean what they say. However, a corporate sender of messages, for example, the head of the Human Resources Department of a multi-cultural company interested in building team spirit, may organize informal chit-chats and get-togethers to break the proverbial ice as well as create a convivial atmosphere where people can relate. The message he is passing across is simple: let colleagues relax, relate, and work together as team members irrespective of where they come from. All of these are communicative actions.

The channel’s work is to provide a passage for the sender to guide his message to the receiver. While face-to-face communication is ideal for intimate and close group conversations, it is impossible to talk to everybody simultaneously. Different channels of passing across the same message may be used. For example, the same message may be passed through radio, adapted for television, put online, or printed in newsletters, newspapers, and magazines. The hope is that people who missed the message on one channel may see it on another somewhere else. A pronounced media culture will hasten cross-cultural communication. Many people consume media content. However, these consumers are expected to be media literates. Aririguzoh ( 2007 , p. 144) writes that:

media literacy is the systematic study of the media and their operations in our socio-political systems as well as their contributions to the development and maintenance of culture. It is the information and communication skill that is needed to make citizens more competent. It is the ability to read what the print media offer, see what the visual media present, and hear what the aural media announce. It is a response to the changing nature of information in our modern society.

Official messages should be passed through defined routes and are best written. This would close avenues of possible denials by others if the same message were passed across verbally. It could be difficult to misinterpret the contents of a written document. Written documents have archival values. As much as possible, rumours should be stamped out. A good manager should single out regular gossips in a multi-cultural organization for special attention. Equally, an effective manager heading widely dispersed employees can co-ordinate their activities using communication technologies with teleconferencing features. Aririguzoh ( 2007 , p. 45) notes, “information and communication technologies have transformed the range and speed of dispersing information and of communicating. Today, the whole world lies a click away!”

The media of communication are shaped by the culture of the people who produce them. What they carry as contents and the form they assume are defined by the culture of the sender. In low-context societies, it is common for messages to be written. In high context societies, it is common for statements to be verbal. Importantly, Aririguzoh ( 2013 , pp. 119–120) points out that “… the mass media can effectively be deployed to provide pieces of information that enhance communication, build understanding and strengthen relationships in our rapidly changing environment dictated by the current pace of globalization. The mass media assiduously homogenize tastes, styles, and points of view among many consumers of its products across the globe. They have effectively helped in fading away national distinctions and growing mass uniformity as they create, distribute and transmit the same entertainment, news, and information to millions of people in different nations.”

The receiver is the person the sender directs his message to. In a workplace, the receiver needs the message or information to do his job. The receiver decodes or tries to understand the meaning of the sender’s message by breaking it down into symbols to give the proper feedback. If the message is verbal, the receiver has to listen actively. The message receiver must understand a message based on his existing orientations shaped by his own culture. Even the messages that he picks are selected to conform to his existing preconceptions.

Oyserman et al. ( 2002 ) make an interesting discovery: that receivers from different cultures interpret the message senders’ mannerisms. For an American, a speaker talking very quickly is seen as telling the uncensored truth. In other words, the speaker who talks too slowly implicates himself as a liar! However, for the Koreans, slow speech denotes careful consideration of others. In some cultures, particularly in Asia, the receiver is responsible for effective communication. Kobayashi and Noguchi ( 2001 ) claim that he must become an expert at “understanding without words.” Miyahara ( 2004 , p. 286) emphasizes that even children literarily learn to read other people’s minds by evaluating the subtle cues in their messages and then improvising to display the expected and appropriate social behaviour and communication. Gestures involve the movements of the hands and head of the sender. The receiver clearly understands these body movements. As painted by Sapir ( 1927 , p. 556), “we respond to gestures with an extreme alertness and, one might almost say, in accordance with an elaborate and secret code that is written nowhere, known by none, and understood by all.”

Receivers who value individualism appreciate personal freedom, believe that they can make their own decisions, and respect their performance. Those who prefer communitarianism would prefer group applause and loyalty. A monochromatic receiver would start and finish a task before starting another one. He would be offended when colleagues do not meet deadlines, are late to appointments, and do not keep rigid schedules. His co-worker, who synchronizes his time, develops a flexible working schedule to work at two or more tasks.

This is the final process. Ordinarily, the sender wants a response to determine if the message he sent out has been received and understood. Acknowledging a message does not indicate a clear understanding of its contents. Feedback can be positive or negative. Positive feedback arises when the receiver interprets the message correctly and does what the sender wants. Negative feedback comes when messages are incorrectly interpreted, and the receiver does not do what the sender of the information has intended him to do. Cross-cultural communication recognizes that people come from different backgrounds. Therefore, feedback on diverse messages would be different. A sensitive communicator would be careful how he designs his messages for a heterogeneous audience so that he can elicit the desired feedback.

It must be emphasized that no culture is superior to another as each culture meets the needs of those who subscribe to it. To a large extent, our culture influences our behaviours and expectations from other people. Although there are noticeable similarities and differences, what separates one culture from another is its emphasis on specific values. As the United Nations has affirmed, there is diversity in cultures. These diversities add colour and meaning to human existence. This suggests that particular policies should be carved out to attend to specific locations and supports Satterthwaite’s ( 2014 ) proposition that local actors should be empowered to help achieve the SDGs. What the local populace in one community may appreciate may be frowned upon and even be fought against by residents in another place. As Hossain and Ali ( 2014 ) point out, individuals constitute the societies where they live and work. While Bevir ( 1996 ) describes this relationship as that of mutual dependence, he recognizes that people are influenced by their particular social structures and therefore do not go against them. Bevir believes that social systems exist for individuals.

Societies are built on shared values, norms and beliefs. These, in turn, have profound effects on individuals. Society’s culture affects individuals while the individuals create and shape the society, including initiating sustainable development. Development rests on the shoulders of men. Thus, culture influences the ways individuals behave and communicate. The effective communicator must actively recognize these elements and work them into communication practices. As Renn et al. ( 1997 , p. 218) point out, “sustainable practices can be initiated or encouraged by governmental regulation and economic incentives. A major element to promote sustainability will be, however, the exploration and organization of discursive processes between and among different actors.”

To achieve the United Nations sustainable goals, the competent communicator has to recognize that the culture of the actors in a communication process is the basic foundation for effective communication. For example, while one individual may discuss issues face-to-face and is not afraid to express his feelings candidly, another person may not be so direct. He may even involve third parties to mediate in solving a problem. Either way, their approaches are defined by their cultural backgrounds. It may be counterproductive to assume that either of these approaches is the best. This assertion is supported by the study of Stanton ( 2020 ), who explored intercultural communication between African American managers and Hispanic workers who speak English as a second language. He finds managers that follow culturally sensitive communication strategies getting more work done. Cartwright ( 2020 ) also observes that intercultural competence and recognition of cultural differences in East and Central Europe are foundation pillars for business success. This lends credence to Ruben and Gigliotti ( 2016 ) observation that communication with people from different cultures reduces the barriers associated with intercultural communication and enhances the communication process.

Irrespective of our ethnicities, people want to communicate, understand, appreciate, and be respected by others. Effective communication is the foundation of good human relationships among team members, whether their cultural backgrounds differ or not. Good feedback is achieved when both the sender and receiver of messages create common meanings. This is what discourse is all about. Messages must be meaningful, meaningfully constructed and meaningfully interpreted. Georgiou ( 2011 ) labels this the communicative competence : acknowledgement of the intercultural dimension of foreign language education and successful intercultural interactions that assume non-prejudiced attitudes, tolerance and understanding of other cultures, and cultural self-awareness of the person communicating. An efficient communicator must understand that culture shapes people, and the people then shape society. In other words, communication shapes the world. Therefore, appropriately chosen communication strategies help blend the different cultures.

According to Bokova ( 2013 ), there is “renewed aspirations for equality and respect, for tolerance and mutual understanding, especially between peoples of different cultures.” This means that if all parties respect other team members’ cultures, a clement work environment is inevitable. Cultural literacy creates more tolerant and peaceful work environments. Achieving this starts with a re-examination of the whole communication process. The crux of cross-cultural communication is developing effective ways to appreciate the culture of others involved in the acts of communication. Understanding these differences provides the context for an enhanced understanding of the values and behaviours of others. Reconciling these differences confers competitive advantages to those who communicate effectively. The media must provide the links between senders and receivers of messages in the context of their socio-cultural environments.

The United Nations appreciates the distinctiveness in cultures and has incorporated it as a significant factor in achieving sustainable development goals. This global body has produced different documents championing this. Every development takes place in an environment of culture. The heart of sustainable development is the man. The SDGs will be more meaningful and easily achievable by recognizing that actions should be both locally and culturally relevant. Cultural differences can be effectively managed if senders and receivers of messages understand that culture shapes how people communicate and, by extension, the relationship with other people who may not necessarily be from their tribal communities. Breaking down the barriers to cross-cultural communication lies in understanding these distinct differences and consciously incorporating them into the communication processes to enhance communication competencies.

Data availability

All data analysed are contained in the paper.

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I acknowledge: Dr. Emmanuel Mogaji of Greenwich University for reading and pointing out helpful corrections; Professors Innocent Chiluwa, Abiodun Gesinde, David Imhonopi and Dr Evaristus Adesina of Covenant University, who went through the manuscript, suggested corrections and encouraged me not to give upe and my daughter, Victoria-Grace Onyekachi Miracle Aririguzoh, who proofread this manuscript and brought in sunshine when the clouds were grey.

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Principles of Effective Cross-Cultural Communication Essay

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This multicultural communication essay explores the role of cross-cultural understanding in our daily lives.

Effective cross-cultural communication plays a significant role in the daily life of every person since it fuels or retards conflicts. As much as every person is endowed with natural communication skills, some people communicate more effectively than others do. Interpersonal communication is effected when there is transfer of information and thoughts from one person to the other in which a sender passes on an idea to the receiver.

When an organization is composed of people of different races, ethnic backgrounds, gender, or religious affiliation, these aspects usually pervade most contemporary conversations. That is why skills in verbal and non-verbal communication are crucial for efficient cross-cultural communication to take place.

Intercultural communication refers to the “communication process in which people from different cultures try to understand what others from different cultures try to communicate and what messages mean”(Reisinger, 2009, p. 167).

However, it is important to note that barriers to effective intercultural communication usually arise from cultural differences among the communicators. To begin with, differences in verbal signals can lead to communication breakdown. These arise due to cultural differences in language use, which makes communicators miss one another with the meaning of their words.

For example, what is referred to as chips in England is referred to as French fries in the United States. In this instance, a US American and a British can bypass one another when communicating. This can occur if any of them assume that meanings are hidden in words, whereas, in fact, meanings are hidden in people. This implies that in intercultural communication, both the sender as well as the recipient ought to have same meanings for the words per se.

Intercultural communication is impaired because of differences in the perception of non-verbal signals among cultures. The significance of communication through various forms of wordless messages is usually multiplied across different cultures. This is because people usually try to find non-verbal cues in instances when verbal messages are not very clear in meaning. This is more evident across cultures, particularly when communicators are using different languages.

The understanding of non-verbal signals is based on how a particular culture defines its importance. It is said that low-context cultures, for example, the U.S. and Canada, tend to place less importance on nonverbal communication. On the other hand, high-context cultures, for example, Japan and Colombia, give relatively more emphasis to it than on the literal meanings of the words themselves.

It is important to note that some aspects of nonverbal communication such as emotions of happiness, worry, surprise, or hatred, are expressed in similar ways across cultures.

However, some emotions have different meanings in various cultural settings. For example, the Chinese or the Japanese have different meanings of facial expression from the rest of the world. Therefore, when engaging in intercultural communication, one is obliged to take into consideration these differences to avoid disagreements, or escalate existing disagreements (Rosenberg, 2003).

Another variable in cross-cultural communication entails interaction style with others, which ultimately shape the communication style of the communicators. In most cultures around the world, social bonds are important for success in communication. Communication style varies across cultures in the world since it relies on how direct individuals are and the ways they use to express meanings in words. As an example, in Euro-America, individuals tend to rely in physical evidence; however, this is often discounted in Chinese and African settings.

Time is considered as one of the important variables that distinguishes various cultures in the world. In the west, time is logical, sequential, and reflects the march of progress since people are time dependant. In this time setting, interruptions are not allowed and the expression “time is money” is commonly heard.

On the other hand, in the East, time has unlimited continuity and individuals may attend to many things at the same time. Differences over time are an important consideration during intercultural communication. This is especially important during negotiations or conflict-resolution processes.

Face and face-saving are also crucial elements in cross-cultural communication though their dynamics play out differently. LeBaron (2003) says that face “includes ideas of status, power, courtesy, insider and outsider relations, humor and respect”.

In most cultural settings, maintaining culture is significant since every person has a concept of face, which influences his or her behavior and action. During interpersonal communication, individuals who belong to low-context individualist cultures are usually bothered with preserving their own self-image, whereas individuals of high-context collectivist cultures are bothered with the other-faces.

The use of cultural stereotypes (misconceptions about people) can impair efficient intercultural conversation (Sebenius, 2002). Individuals often stereotype others when they do not have adequate information about them. This makes them to develop quick generalizations since they are not able to get all the essential information necessary before arriving at fair judgments concerning new individuals or circumstances.

As much as there might be positive influences of stereotyping, its negative influences are more far-reaching. Negative stereotyping in intercultural communication can lead to serious misunderstanding, distrust, enhanced prejudice, and limited understanding of one another. Therefore, being conversant with other cultures can significantly lower negative stereotyping.

A major barrier to effective cross-cultural communication relates to the differences in the frame of references of the communicators (West &Tumer, 2006). All things that are taking place round a person are being inferred in his or her own frame of reference. This implies that every person’s unique frame of reference is due to a complex blend of education, culture, aspirations, and personal attributes.

Therefore, every person brings his or her own biases when engaging in intercultural communication. For individuals of different cultural backgrounds, they may see a particular situation at different angles. For that reason, people are usually advised to take note of other people’s frames of reference when engaging in cross-cultural communication.

To this end, it is imperative that for efficient intercultural communication to take place, the difficulties discussed above must be managed well. Effective intercultural communication leads to satisfying interpersonal relationships, strengthening of friendships, and better understanding among people of various cultures (Foong & Richardson, 2008).

Most disagreements in businesses can be attributed to lack of skills in intercultural communication, which is more common when the sender and the recipient are of different cultures. Flawed conversations can be accompanied by dire consequences.

It can lead to loss of profitable business opportunities and a good intention can be frustrated. Therefore, the ingredient for building satisfying interpersonal relationships that is good for business rest on maintaining effective intercultural communication, especially when dealing with overseas firms or customers. For successful intercultural communication to take place, individuals are obliged to address issues and problems related to verbal and non-verbal communication that can exist between them.

Foong, Y. P. & Richardson, S. 2008. The perceptions of Malaysians in a Japanese company. Cross Cultural Management: An International Journal , 15 (3), pp. 221-243.

LeBaron, M., 2003. Cross-cultural communication . Boulder: University of Colorado. Web.

Reisinger, Y. 2009. International Tourism: Cultures and Behaviour . Jordan Hill, Oxford: Butterworth-Heinemann.

Rosenberg, M. B. (2003). Nonviolent communication: a language of life . California: PuddleDancer.

Sebenius, J. K. 2002. ‘The Hidden Challenges of Cross-border Negotiations’, Harvard Business Review , vol. 80, no. 3, pp. 76-85.

West, R., & Tumer, L. H. 2006. Understanding interpersonal communication: Making choices in changing times. Boston: Wadsworth Cengage Learning.

Further Study: FAQ

📌 what is effective cross-cultural communication, 📌 what are some cross-cultural communication examples, 📌 how do you develop cross-cultural communication skills.

• Be formal, respectful, and polite
• Avoid using slang and phrases with double meaning
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• Ask for response on your efforts

📌 What is the importance of cross-cultural communication?

• Perspectives of Behaviorism by Watson, Skinner, and Tolman
• Behavioural and Social/Cognitive Approaches to Forming Habits
• Why Howard Stern is an Effective Communicator
• Diverse Contexts and Intercultural Communication at Work
• Young Children as Communicators
• Analysis of the History of Biological Psychology and Its Relationship With Other Psychology Branches
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• Relationship Advice on Conflicts Between Romantic Partners
• Classical Conditioning: Teaching an Old Dog New Tricks
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• Section 2. Building Relationships with People from Different Cultures

Chapter 27 Sections

• Section 1. Understanding Culture and Diversity in Building Communities
• Section 3. Healing from the Effects of Internalized Oppression
• Section 4. Strategies and Activities for Reducing Racial Prejudice and Racism
• Section 5. Learning to be an Ally for People from Diverse Groups and Backgrounds
• Section 6. Creating Opportunities for Members of Groups to Identify Their Similarities, Differences, and Assets
• Section 7. Building Culturally Competent Organizations
• Section 8. Multicultural Collaboration
• Section 9. Transforming Conflicts in Diverse Communities
• Section 10. Understanding Culture, Social Organization, and Leadership to Enhance Engagement
• Section 11. Building Inclusive Communities

• Main Section

Relationships are powerful. Our one-to-one connections with each other are the foundation for change. And building relationships with people from different cultures, often many different cultures , is key in building diverse communities that are powerful enough to achieve significant goals.

Whether you want to make sure your children get a good education, bring quality health care into your communities, or promote economic development, there is a good chance you will need to work with people from several different racial, language, ethnic, or economic groups. And in order to work with people from different cultural groups effectively, you will need to build sturdy and caring relationships based on trust, understanding, and shared goals.

Why? Because trusting relationships are the glue that hold people together as they work on a common problem. As people work on challenging problems, they will have to hang in there together when things get hard. They will have to support each other to stay with an effort, even when it feels discouraging. People will have to resist the efforts of those who use divide-and-conquer techniques--pitting one cultural group against another.

Regardless of your racial, ethnic, religious, or socioeconomic group, you will probably need to establish relationships with people whose group you may know very little about.

Each one of us is like a hub of a wheel. Each one of us can build relationships and friendships around ourselves that provide us with the necessary strength to achieve community goals. If each person builds a network of diverse and strong relationships, we can come together and solve problems that we have in common.

In this section, we are going to talk about:

• Becoming aware of your own culture as a first step in learning about other people's culture.
• Building relationships with people from many different cultures.

But first let's talk about what culture is . Culture is a complex concept, with many different definitions. But, simply put, "culture" refers to a group or community with which we share common experiences that shape the way we understand the world . It includes groups that we are born into, such as race, national origin, class, or religion. It can also include groups we join or become part of. For example, we can acquire a new culture by moving to a new region, by a change in our economic status, or by becoming disabled. When we think of culture this broadly we realize we all belong to many cultures at once. Do you agree? How might this apply to you?

How do you learn about people's cultures?

Start by becoming aware of your own culture..

It may seem odd that in order to learn about people in other cultures, we start by becoming more aware of our own culture. But we believe this is true. Why?

If you haven't had a chance to understand how your culture has affected you first hand, it's more difficult to understand how it could affect anyone else or why it might be important to them. If you are comfortable talking about your own culture, then you will become better at listening to others talk about theirs. Or, if you understand how discrimination has affected you, then you may be more aware of how it has affected others.

Here are some tips on how to becoming more aware of your own culture:

What is your culture?

Do you have a culture? Do you have more than one? What is your cultural background?

Even if you don't know who your ancestors are, you have a culture. Even if you are a mix of many cultures, you have one. Culture evolves and changes all the time. It came from your ancestors from many generations ago, and it comes from your family and community today.

In addition to the cultural groups we belong to, we also each have groups we identify with, such as being a parent, an athlete, an immigrant, a small business owner, or a wage worker. These kinds of groups, although not exactly the same as a culture, have similarities to cultural groups. For example, being a parent or and an immigrant may be an identity that influences how you view the world and how the world views you. Becoming aware of your different identities can help you understand what it might be like to belong to a cultural group.

Exercise: Try listing all the cultures and identities you have: (This is just a list of suggestions to get you started. Add as many as you think describe you.) What is your: Religion Nationality Race Sexual identity Ethnicity Occupation Marital status Age Geographic region Are you: A female A male Nonbinary or genderqueer Disabled From an urban area From a rural area A parent A student Have you ever been: In the military Poor In prison Wealthy In the middle class In the working class

Did this help you think about your identities and cultures? How have these different cultures and identities affected your life?

How do you build relationships with people from other cultures?

There are many ways that people can learn about other people's cultures and build relationships at the same time. Here are some steps you can take. They are first listed, and then elaborated upon one at a time.

• Make a conscious decision to establish friendships with people from other cultures.
• Put yourself in situations where you will meet people of other cultures.

Examine your biases about people from other cultures.

• Ask people questions about their cultures, customs, and views.
• Read about other people's culture's and histories

Listen to people tell their stories

• Notice differences in communication styles and values; don't assume that the majority's way is the right way

Risk making mistakes

• Learn to be an ally.

Make a conscious decision to establish friendships with people from other cultures

Making a decision is the first step. In order to build relationships with people different from yourself, you have to make a concerted effort to do so. There are societal forces that serve to separate us from each other. People from different economic groups, religions, ethnic groups, and races are often isolated from each other in schools, jobs, and neighborhoods. So, if we want things to be different, we need to take active steps to make them different.

You can join a sports team or club, become active in an organization, choose a job, or move to a neighborhood that puts you in contact with people of cultures different than your own. Also, you may want to take a few minutes to notice the diversity that is presently nearby. If you think about the people you see and interact with every day, you may become more aware of the cultural differences that are around you.

Once you have made the decision to make friends with people different from yourself, you can go ahead and make friends with them in much the same way as with anyone else. You may need to take more time, and you may need to be more persistent. You may need to reach out and take the initiative more than you are used to. People who have been mistreated by society may take more time to trust you than people who haven't. Don't let people discourage you. There are good reasons why people have built up defenses, but it is not impossible to overcome them and make a connection. The effort is totally worth it.

Put yourself in situations where you will meet people of other cultures; especially if you haven't had the experience of being a minority, take the risk.

One of the first and most important steps is to show up in places where you will meet people of cultures other than your own. Go to meetings and celebrations of groups whose members you want to get to know. Or hang out in restaurants and other gathering places that different cultural groups go. You may feel embarrassed or shy at first, but your efforts will pay off. People of a cultural group will notice if you take the risk of coming to one of their events. If it is difficult for you to be the only person like yourself attending, you can bring a buddy with you and support each other in making friends. At these events, it is important to participate, but make sure you do not become the center of the event in order to lift up the voices and actions of the people leading the event.

We all carry misinformation and stereotypes about people in different cultures. Especially, when we are young, we acquire this information in bits and pieces from TV, from listening to people talk, and from the culture at large. We are not bad people because we acquired this; no one requested to be misinformed. But in order to build relationships with people of different cultures, we have to become aware of the misinformation we acquired.

An excellent way to become aware of your own stereotypes is to pick groups that you generalize about and write down your opinions. Once you have, examine the thoughts that came to your mind and where you acquired them.

Another way to become aware of stereotypes is to talk about them with people who have similar cultures to your own. In such settings you can talk about the misinformation you acquired without being offensive to people from a particular group. You can get together with a friend or two and talk about how you acquired stereotypes or fears of other different people. You can answer these kinds of questions:

• How did your parents feel about different ethnic, racial, or religious groups?
• What did your parents communicate to you with their actions and words?
• Were your parents friends with people from many different groups?
• What did you learn in school about a particular group?
• Was there a lack of information about some people?
• Are there some people you shy away from? Why?

Ask people questions about their cultures, customs, and views

People, for the most part, want to be asked questions about their lives and their cultures. Many of us were told that asking questions was nosy; but if we are thoughtful, asking questions can help you learn about people of different cultures and help build relationships. People are usually pleasantly surprised when others show interest in their cultures. If you are sincere and you can listen, people will tell you a lot.

Read about other people's cultures and histories

It helps to read about and learn about people's cultures and histories. If you know something about the reality of someone's life and history, it shows that you care enough to take the time to find out about it. It also gives you background information that will make it easier to ask questions that make sense.

However, you don't have to be an expert on someone's culture to get to know them or to ask questions. People who are, themselves, from a culture are usually the best experts, anyway.

Don't forget to care and show caring

It is easy to forget that the basis of any relationship is caring. Everyone wants to care and be cared about. Caring about people is what makes a relationship real. Don't let your awkwardness around cultural differences get in the way of caring about people.

If you get an opportunity to hear someone tell you her life story first hand, you can learn a lot--and build a strong relationship at the same time. Every person has an important story to tell. Each person's story tells something about their culture.

Listening to people's stories, we can get a fuller picture of what people's lives are like--their feelings, their nuances, and the richness of their lives. Listening to people also helps us get through our numbness-- there is a real person before us, not someone who is reduced to stereotypes in the media.

Additionally, listening to members of groups that have been discriminated against can give us a better understanding of what that experience is like. Listening gives us a picture of discrimination that is more real than what we can get from reading an article or listening to the radio.

Exercise: You can informally ask people in your neighborhood or organization to tell you a part of their life stories as a member of a particular group. You can also incorporate this activity into a workshop or retreat for your group or organization. Have people each take five or ten minutes to talk about one piece of their life stories. If the group is large, you will probably have to divide into small groups, so everyone gets a chance to speak.

Notice differences in communication styles and values; don't assume that the majority's way is the right way.

We all have a tendency to assume that the way that most people do things is the acceptable, normal, or right way. As community workers, we need to learn about cultural differences in values and communication styles, and not assume that the majority way is the right way to think or behave.

Example: You are in a group discussion. Some group members don't speak up, while others dominate, filling all the silences. The more vocal members of the group become exasperated that others don't talk. It also seems that the more vocal people are those that are members of the more mainstream culture, while those who are less vocal are from minority cultures. How do we understand this? How can this be resolved? In some cultures, people feel uncomfortable with silence, so they speak to fill the silences. In other cultures, it is customary to wait for a period of silence before speaking. If there aren't any silences, people from those cultures may not ever speak. Also, members of some groups (women, people of low income, some racial and ethnic minorities, and others) don't speak up because they have received messages from society at large that their contribution is not as important as others; they have gotten into the habit of deferring their thinking to the thinking of others. When some people don't share their thinking, we all lose out. We all need the opinions and voices of those people who have traditionally been discouraged from contributing. In situations like the one described above, becoming impatient with people for not speaking is usually counter-productive. However, you can structure a meeting to encourage the quieter people to speak. For example, you can: Have people break into pairs before discussing a topic in the larger group. At certain times have each person in the circle make a comment. (People can pass if they want to.) Follow a guideline that everyone speaks once, before anyone speaks twice. Invite the quieter people to lead part of the meeting. Talk about the problem openly in a meeting, and invite the more vocal people to try to speak less often. Between meetings, ask the quieter people what would help them speak, or ask them for their ideas on how a meeting should be run. A high school basketball team has to practice and play on many afternoons and evenings. One team member is a recent immigrant whose family requires her to attend the birthday parties of all the relatives in her extended family. The coach is angry with the parents for this requirement, because it takes his player away from the team. How do we understand this? How can this be resolved? Families have different values, especially when it comes to family closeness, loyalty, and responsibility. In many immigrant and ethnic families, young people are required to put their family's needs first, before the requirements of extra-curricular activities. Young people from immigrant families who grow up in the U.S. often feel torn between the majority culture and the culture of their families; they feel pressure from each cultures to live according to its values, and they feel they have to choose between the two. As community workers, we need to support and respect minority and immigrant families and their values. It may already be a huge concession on the part of a family to allow a teenager to participate in extracurricular activities at all. We need to make allowances for the cultural differences and try to help young people feel that they can have both worlds--instead of having to reject one set of values for another. As community builders, it helps to develop relationships with parents. If a young person sees her parents have relationships with people from the mainstream culture, it can help her feel that their family is accepted. It supports the teen in being more connected to her family and her community--and also, both relationships are critical protective factors for drug and alcohol abuse and other dangerous behaviors. In addition, in building relationships with parents, we develop lines of communication, so when conflicts arise, they can be more easily resolved.

As you are building relationships with people who have different cultural backgrounds than your own, you will probably make mistakes at some point. That happens. Don't let the fear of making mistakes keep you from going ahead and building relationships.

If you say or do something that is insensitive, you can learn something from it. Ask the affected person what bothered or offended them, apologize, and then go on in building the relationship. Don't let guilt bog you down.

Learn to be an ally

One of the best ways to help you build relationships with people of different cultures is to demonstrate that you are willing to take a stand against discrimination when it occurs. People will be much more motivated to get to know you if they see that you are willing to take risks on their behalf.

We also have to educate ourselves and keep informed so that we understand the issues that each group faces and we become involved in their struggles--instead of sitting on the sidelines and watching from a distance. Educate yourself about other cultures by doing your own research, don't ask others to do it for you. There are many resources in this chapter to help you learn. 

Friendship is powerful. It is our connection to each other that gives meaning to our lives. Our caring for each other is often what motivates us to make change. And establishing connections with people from diverse backgrounds can be key in making significant changes in our communities.

As individuals, and in groups, we can change our communities. We can set up neighborhoods and institutions in which people commit themselves to working to form strong relationships and alliances with people of diverse cultures and backgrounds. We can establish networks and coalitions in which people are knowledgeable about each other's struggles, and are willing to lend a hand. Together, we can do it.

Online Resources

Brown University Training Materials :  Cultural Competence and Community Studies: Concepts and Practices for Cultural Competence  The Northeast Education Partnership provides online access to PowerPoint training slides on topics in research ethics and cultural competence in environmental research. These have been created for professionals/students in environmental sciences, health, and policy; and community-based research. If you are interested in receiving an electronic copy of one the presentations, just download their Materials Request Form (found on the main Training Presentations page under "related files"), complete the form, and email it to [email protected] .

The Center for Culturally and Linguistically Appropriate Services  collects and describes early childhood/early intervention resources and serves as point of exchange for users.

Chapter 8: Respect for Diversity in the "Introduction to Community Psychology" explains cultural humility as an approach to diversity, the dimensions of diversity, the complexity of identity, and important cultural considerations.

Culture Matters  is a cross-cultural training workbook developed by the Peace Corps to help new volunteers acquire the knowledge and skills to work successfully and respectfully in other cultures.

Diverse Teams Feel Less Comfortable — and That’s Why They Perform Better from the Harvard Business Review.

Exploring Community-led Racial Healing Models to Deepen Partnerships between Community Development and Healthcare  from the Build Healthy Places Network.

The International & Cross-Cultural Evaluation Topical Interest Group , an organization that is affiliated with the American Evaluation Association, provides evaluators who are interested in cross-cultural issues with opportunities for professional development.

The Multicultural Pavilion  offers resources and dialogue for educators, students and activists on all aspects of multicultural education.

The National Center for Cultural Competence  at Georgetown University increases the capacity of health care and mental health programs to design, implement and evaluate culturally and linguistically competent service delivery systems. Publications and web links available.

National Public Radio's Life Kit project  discusses the importance of having parents talk about social identities with their children.

SIL International makes available " The Stranger’s Eyes ," an article that speaks to cultural sensitivity with questions that can be strong tools for discussion.

Study, Discussion and Action on Issues of Race, Racism and Inclusion : a partial list of resources utilized and prepared by Yusef Mgeni.

Unpacking the Invisible Knapsack : Reflect on how your privilege allows you to walk through the world in order to better connect with others in this essay by Peggy McIntosh.

Organizations:

Center for Living Democracy 289 Fox Farm Rd PO Box 8187 Brattleboro, VT 05304-8187 (802) 254-1234

National Coalition Building Institute (NCBI) 1835 K Street, N.W., Suite 715 Washington, D.C. 20006 (202) 785-9400

Re-evaluation Counseling 719 Second Avenue North Seattle, WA 98109 (206) 284-0113

Southern Poverty Law Center 400 Washington Ave. Montgomery, AL 36104

Print Resource

Axner, D. (1993).  The Community leadership project curriculum . Pomfret, CT: Topsfield Foundation.

Banks, J. (1997).  Educating citizens in a multicultural society . New York, NY: Teachers College Press.

Brown, C.,& Mazza, G. (1997).  Healing into action . Washington, DC: National Coalition Building Institute.

DuPraw, M.,& Axner, M. (1997).  Working on common cross-cultural communication challenges . In Martha McCoy, et. al., Toward a More Perfect Union in an Age of Diversity. Pomfret, CT: Topsfield Foundation, 12-16.

Ford, C. (1994).  We can all get along: 50 steps you can take to end racism . New York, NY: Dell Publishing.

Kaye, G., & Wolff, T. (1995).  From the ground up: A workbook on coalition building and community development . Amherst, MA: AHEC/Community Partners. (Available from Tom Wolff and Associates.)

McCoy, M.,&  et al. (1997).  Toward a more perfect union in an age of diversity: A guide for building stronger communities through public dialogue . Pomfret, CT: Topsfield Foundation.

McIntosh, P. (1988).  White privilege and male privilege: A personal account of coming to see correspondences through work in women's studies . Wellesley, MA: Center for Research on Women, Wellesley College.

Okihiro, G. (1994).  Margins and mainstreams: Asians in American history and culture . Seattle, WA: The University of Washington Press.

Takaki, R. (1993).  A different mirror: A history of multicultural America . Boston: Little, Brown and Company.

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Practicing Cultural Competence and Cultural Humility in the Care of Diverse Patients

Diversity is the one true thing we all have in common. Celebrate it every day. — Author Unknown

The 2002 Institute of Medicine (IOM) report, Unequal Treatment: Confronting Racial and Ethnic Disparities in Healthcare , brought into stark focus the issues of inequities based on minority status in health care services. The IOM report concluded that, “Bias, stereotyping, prejudice, and clinical uncertainty on the part of healthcare providers may contribute to racial and ethnic disparities in healthcare” ( 1 ). Persons in racial and ethnic minority groups were found to receive lower-quality health care than whites received, even when they were insured to the same degree and when other health care access-related factors, such as the ability to pay for care, were the same ( 1 ). Clients in minority groups were also not getting their needs met in mental health treatment ( 2 , 3 ). The IOM report was a primary impetus for the cultural competence movement in health care.

Cultural competency emphasizes the need for health care systems and providers to be aware of, and responsive to, patients’ cultural perspectives and backgrounds ( 4 ). Patient and family preferences, values, cultural traditions, language, and socioeconomic conditions are respected. The concepts of cultural competence and patient-centered care intersect in meaningful ways. The IOM’s Crossing the Quality Chasm ( 5 ) document defines patient-centered care as “providing care that is respectful of, and responsive to, individual patient preferences, needs, and values, and ensuring that patient values guide all clinical decisions” (p. 3). Both patient centeredness and cultural competence are needed in striving to improve health care quality ( 6 , 7 ). To deliver individualized, patient-centered care, a provider must consider patients’ diversity of lifestyles, experience, and perspectives to collaborate in joint decision making. Patient-centered care has the potential to enhance equity in health care delivery; cultural sensitivity may likewise enhance patient-centered care ( 6 ). Indicators of culturally sensitive health care identified in focus groups of low-income African-American, Latino American, and European American primary care patients included interpersonal skills, individualized treatment, effective communication, and technical competence ( 8 ). The U.S. Office of Minority Health has set national standards for culturally and linguistically appropriate health care services ( 9 ). The Principal Standard is that health care must “provide effective, equitable, understandable and respectful quality care and services that are responsive to diverse cultural health beliefs and practices, preferred languages, health literacy and other communication needs” (p. 1).

Five key predictors of culture-related communication problems have been identified in the literature: cultural differences in explanatory models of health and illness, differences in cultural values, cultural differences in patients’ preferences for doctor–patient relationships, racism and perceptual biases, and linguistic barriers ( 10 ). Physicians are often poorly cognizant of how their communication patterns may vary with respect to the characteristics of the individual they are treating ( 11 ). This unconscious preconceptualization is termed implicit bias , which refers to the attitudes or stereotypes that affect understanding, actions, and decisions in an unconscious manner ( 12 ). All people experience these—even those who strive to maintain a multicultural orientation and openness to diversity. Health care providers must openly reflect on and discuss issues of the patient’s culture, including ethnicity and race, gender, age, class, education, religion, sexual orientation and identification, and physical ability, along with the unequal distribution of power and the existence of social inequities, to effectively coconstruct a treatment plan that is patient centered and culturally sensitive.

Merging Cultural Competence With Cultural Humility

Cultural humility ( 13 ) involves entering a relationship with another person with the intention of honoring their beliefs, customs, and values. It entails an ongoing process of self-exploration and self-critique combined with a willingness to learn from others. Authors have contrasted cultural humility with the concept of cultural competence. Cultural competence is characterized as a skill that can be taught, trained, and achieved and is often described as a necessary and sufficient condition for working effectively with diverse patients. The underlying assumption of this approach is that the greater the knowledge one has about another culture, the greater the competence in practice. The concept of cultural humility, by contrast, de-emphasizes cultural knowledge and competency and places greater emphasis on lifelong nurturing of self-evaluation and critique, promotion of interpersonal sensitivity and openness, addressing power imbalances, and advancement of an appreciation of intracultural variation and individuality to avoid stereotyping. Cultural humility encourages an interpersonal stance that is curious and other-oriented ( 14 , 15 ).

The infusion of cultural humility into cultural knowledge has been coined competemility : the merging of competence and humility ( 16 ). Cultural competemility is defined as “the synergistic process between cultural humility and cultural competence in which cultural humility permeates each of the five components of cultural competence: cultural awareness, cultural knowledge, cultural skill, cultural desire, and cultural encounters” ( 16 ). The competemility position allows a meaningful connection with each patient as a unique individual, with diverse perspectives, culture, and lifestyles. Cultural competemility necessitates a consciousness of the limits of one’s knowledge and the awareness of the ever-present potential for unconscious biases to limit one’s viewpoint ( 15 , 16 ).

Practicing Cultural Competence and Cultural Humility

Cultural competence, cultural humility, and patient-centered care are all concepts that endeavor to detail essential components of a health care system that is sensitive to patient diversity, individual choice, and doctor–patient connection. A culturally competent health care workforce highlights five components: cultural awareness, knowledge, skill, desire, and encounters. Cultural humility focuses on identifying one’s own implicit biases, self-understanding, and interpersonal sensitivity and cultivating an appreciation for the multifaceted components of each individual (culture, gender, sexual identity, race and ethnicity, religion, lifestyle, etc.), which promotes patient-centered approaches to treatment. The new concept of competemility is the synergistic combination of cultural competence with cultural humility. Health care professionals need both process (cultural humility) and product (cultural competence) to interact effectively with culturally diverse patients ( 17 ).

Establishing a collaborative mutual partnership with diverse patients requires an open, self-reflective, other-centered approach to understanding and formulating the patients’ strengths and difficulties and coconstructing the treatment plan. Below are tips for practicing cultural competence and cultural humility.

Get to know your community. Who lives there, and what are the resource disparities in the community? Is there a large immigrant or refugee population? What are the most common ethnicities and languages spoken? What is the climate in the community regarding cultural diversity?

• Consider whether politics or laws, such as immigration laws or a recent federal government move to eliminate protections in health care for transgender Americans ( 18 ), are adding to the stress of diverse communities.
• If you, as the physician, are a person of color, consider how that affects your practice and work with diverse patients. If you are European American, reflect on the implicit biases that may affect your practice with diverse patients and theirs with you.
• Pay attention to office practices: do they enhance an atmosphere of welcoming everyone? Are interpreter services available, if needed?
• Ask patients by which pronoun they would prefer to be addressed.
• Use a journal to jot down potential implicit biases and observations about rapport building, for ongoing self-reflection.
• Don’t assume. Ask the patient about background, practices, religion, and culture to avoid stereotyping.
• Reassure by words and actions that you are interested in understanding the patient and helping to coconstruct a plan to fit his or her needs. State upfront that this is a collaborative process and that you welcome input on the process (communicating openly with each other) and the product (treatment plan).
• Ask directly what the patient wants to achieve with the psychiatric consultation/treatment. This can help identify patient goals and treatment methods.
• A family genogram may help clarify family dynamics, cultural background, and possible generational trauma.
• Ask directly about experiences of discrimination, bullying, traumas, or harassment. Are there fears associated with minority status?
• Identify strengths, interests, and resilience factors.
• Discuss patient-centered care to determine whether this is understood or if this is an unfamiliar practice. Get patient input about collaborating in health care decisions. For patients who are accustomed to the doctor being the one making all the decisions, consider initiating a request for decisions, even small ones, to reinforce with them that you want to know their preferences and help them become comfortable with making health care decisions and communicating wants and needs.
• Inquire about what the patient feels would be helpful. Are there cultural practices or herbal remedies that they have already tried—and what was the result? Are there religious, cultural, or individual convictions that affect choice of treatment?
• Ask during the session whether the patient has any clarification of information that he or she didn’t feel the physician appropriately understood. If using an interpreter, make sure that he or she is interpreting the full discussion (and not summarizing, which loses the nuance and some meaning).
• After the session, ask the patient if he or she felt understood, if he or she understands the process, and if there is anything else he or she would like to add to be better understood.
• Model coconstruction of the treatment plan by asking about goals and helping the patient consider possible methods of meeting those goals.
• Clarify the patient’s preference for family involvement and, depending on the age and competence of the patient, what information will be communicated to the family.

Dr. Stubbe reports no financial relationships with commercial interests.

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Article contents

Religion, culture, and communication.

• Stephen M. Croucher , Stephen M. Croucher School of Communication, Journalism, and Marketing, Massey Business School, Massey University
• Cheng Zeng , Cheng Zeng Department of Communication, University of Jyväskylä
• Diyako Rahmani Diyako Rahmani Department of Communication, University of Jyväskylä
• , and  Mélodine Sommier Mélodine Sommier School of History, Culture, and Communication, Eramus University
• https://doi.org/10.1093/acrefore/9780190228613.013.166
• Published online: 25 January 2017

Religion is an essential element of the human condition. Hundreds of studies have examined how religious beliefs mold an individual’s sociology and psychology. In particular, research has explored how an individual’s religion (religious beliefs, religious denomination, strength of religious devotion, etc.) is linked to their cultural beliefs and background. While some researchers have asserted that religion is an essential part of an individual’s culture, other researchers have focused more on how religion is a culture in itself. The key difference is how researchers conceptualize and operationalize both of these terms. Moreover, the influence of communication in how individuals and communities understand, conceptualize, and pass on religious and cultural beliefs and practices is integral to understanding exactly what religion and culture are.

It is through exploring the relationships among religion, culture, and communication that we can best understand how they shape the world in which we live and have shaped the communication discipline itself. Furthermore, as we grapple with these relationships and terms, we can look to the future and realize that the study of religion, culture, and communication is vast and open to expansion. Researchers are beginning to explore the influence of mediation on religion and culture, how our globalized world affects the communication of religions and cultures, and how interreligious communication is misunderstood; and researchers are recognizing the need to extend studies into non-Christian religious cultures.

• communication
• intercultural communication

Intricate Relationships among Religion, Communication, and Culture

Compiling an entry on the relationships among religion, culture, and communication is not an easy task. There is not one accepted definition for any of these three terms, and research suggests that the connections among these concepts are complex, to say the least. Thus, this article attempts to synthesize the various approaches to these three terms and integrate them. In such an endeavor, it is impossible to discuss all philosophical and paradigmatic debates or include all disciplines.

It is difficult to define religion from one perspective and with one encompassing definition. “Religion” is often defined as the belief in or the worship of a god or gods. Geertz ( 1973 ) defined a religion as

(1) a system which acts to (2) establish powerful, pervasive, and long-lasting moods and motivations in men by (3) formulating conceptions of a general order of existence and (4) clothing these conceptions with such an aura of factuality that (5) the moods and motivations seem uniquely realistic. (p. 90)

It is essential to recognize that religion cannot be understood apart from the world in which it takes place (Marx & Engels, 1975 ). To better understand how religion relates to and affects culture and communication, we should first explore key definitions, philosophies, and perspectives that have informed how we currently look at religion. In particular, the influences of Karl Marx, Max Weber, Emile Durkheim, and Georg Simmel are discussed to further understand the complexity of religion.

Karl Marx ( 1818–1883 ) saw religion as descriptive and evaluative. First, from a descriptive point of view, Marx believed that social and economic situations shape how we form and regard religions and what is religious. For Marx, the fact that people tend to turn to religion more when they are facing economic hardships or that the same religious denomination is practiced differently in different communities would seem perfectly logical. Second, Marx saw religion as a form of alienation (Marx & Engels, 1975 ). For Marx, the notion that the Catholic Church, for example, had the ability or right to excommunicate an individual, and thus essentially exclude them from the spiritual community, was a classic example of exploitation and domination. Such alienation and exploitation was later echoed in the works of Friedrich Nietzsche ( 1844–1900 ), who viewed organized religion as society and culture controlling man (Nietzsche, 1996 ).

Building on Marxist thinking, Weber ( 1864–1920 ) stressed the multicausality of religion. Weber ( 1963 ) emphasized three arguments regarding religion and society: (1) how a religion relates to a society is contingent (it varies); (2) the relationship between religion and society can only be examined in its cultural and historical context; and (3) the relationship between society and religion is slowly eroding. Weber’s arguments can be applied to Catholicism in Europe. Until the Protestant Reformation of the 15th and 16th centuries, Catholicism was the dominant religious ideology on the European continent. However, since the Reformation, Europe has increasingly become more Protestant and less Catholic. To fully grasp why many Europeans gravitate toward Protestantism and not Catholicism, we must consider the historical and cultural reasons: the Reformation, economics, immigration, politics, etc., that have all led to the majority of Europeans identifying as Protestant (Davie, 2008 ). Finally, even though the majority of Europeans identify as Protestant, secularism (separation of church and state) is becoming more prominent in Europe. In nations like France, laws are in place that officially separate the church and state, while in Northern Europe, church attendance is low, and many Europeans who identify as Protestant have very low religiosity (strength of religious devotion), focusing instead on being secularly religious individuals. From a Weberian point of view, the links among religion, history, and culture in Europe explain the decline of Catholicism, the rise of Protestantism, and now the rise of secularism.

Emile Durkheim ( 1858–1917 ) focused more on how religion performs a necessary function; it brings people and society together. Durkheim ( 1976 ) thus defined a religion as

a unified system of beliefs and practices relative to sacred things, that is to say, things which are set apart and forbidden—beliefs and practices which unite into one single moral community called a Church, all those who adhere to them. (p. 47)

From this perspective, religion and culture are inseparable, as beliefs and practices are uniquely cultural. For example, religious rituals (one type of practice) unite believers in a religion and separate nonbelievers. The act of communion, or the sharing of the Eucharist by partaking in consecrated bread and wine, is practiced by most Christian denominations. However, the frequency of communion differs extensively, and the ritual is practiced differently based on historical and theological differences among denominations.

Georg Simmel ( 1858–1918 ) focused more on the fluidity and permanence of religion and religious life. Simmel ( 1950 ) believed that religious and cultural beliefs develop from one another. Moreover, he asserted that religiosity is an essential element to understand when examining religious institutions and religion. While individuals may claim to be part of a religious group, Simmel asserted that it was important to consider just how religious the individuals were. In much of Europe, religiosity is low: Germany 34%, Sweden 19%, Denmark 42%, the United Kingdom 30%, the Czech Republic 23%, and The Netherlands 26%, while religiosity is relatively higher in the United States (56%), which is now considered the most religious industrialized nation in the world ( Telegraph Online , 2015 ). The decline of religiosity in parts of Europe and its rise in the U.S. is linked to various cultural, historical, and communicative developments that will be further discussed.

Combining Simmel’s ( 1950 ) notion of religion with Geertz’s ( 1973 ) concept of religion and a more basic definition (belief in or the worship of a god or gods through rituals), it is clear that the relationship between religion and culture is integral and symbiotic. As Clark and Hoover ( 1997 ) noted, “culture and religion are inseparable” and “religion is an important consideration in theories of culture and society” (p. 17).

Outside of the Western/Christian perception of religion, Buddhist scholars such as Nagarajuna present a relativist framework to understand concepts like time and causality. This framework is distinct from the more Western way of thinking, in that notions of present, past, and future are perceived to be chronologically distorted, and the relationship between cause and effect is paradoxical (Wimal, 2007 ). Nagarajuna’s philosophy provides Buddhism with a relativist, non-solid dependent, and non-static understanding of reality (Kohl, 2007 ). Mulla Sadra’s philosophy explored the metaphysical relationship between the created universe and its singular creator. In his philosophy, existence takes precedence over essence, and any existing object reflects a part of the creator. Therefore, every devoted person is obliged to know themselves as the first step to knowing the creator, which is the ultimate reason for existence. This Eastern perception of religion is similar to that of Nagarajuna and Buddhism, as they both include the paradoxical elements that are not easily explained by the rationality of Western philosophy. For example, the god, as Mulla Sadra defines it, is beyond definition, description, and delamination, yet it is absolutely simple and unique (Burrell, 2013 ).

How researchers define and study culture varies extensively. For example, Hall ( 1989 ) defined culture as “a series of situational models for behavior and thought” (p. 13). Geertz ( 1973 ), building on the work of Kluckhohn ( 1949 ), defined culture in terms of 11 different aspects:

(1) the total way of life of a people; (2) the social legacy the individual acquires from his group; (3) a way of thinking, feeling, and believing; (4) an abstraction from behavior; (5) a theory on the part of the anthropologist about the way in which a group of people in fact behave; (6) a storehouse of pooled learning; (7) a set of standardized orientations to recurrent problems; (8) learned behavior; (9) a mechanism for the normative regulation of behavior; (10) a set of techniques for adjusting both to the external environment and to other men; (11) a precipitate of history. (Geertz, 1973 , p. 5)

Research on culture is divided between an essentialist camp and a constructivist camp. The essentialist view regards culture as a concrete and fixed system of symbols and meanings (Holiday, 1999 ). An essentialist approach is most prevalent in linguistic studies, in which national culture is closely linked to national language. Regarding culture as a fluid concept, constructionist views of culture focus on how it is performed and negotiated by individuals (Piller, 2011 ). In this sense, “culture” is a verb rather than a noun. In principle, a non-essentialist approach rejects predefined national cultures and uses culture as a tool to interpret social behavior in certain contexts.

Different approaches to culture influence significantly how it is incorporated into communication studies. Cultural communication views communication as a resource for individuals to produce and regulate culture (Philipsen, 2002 ). Constructivists tend to perceive culture as a part of the communication process (Applegate & Sypher, 1988 ). Cross-cultural communication typically uses culture as a national boundary. Hofstede ( 1991 ) is probably the most popular scholar in this line of research. Culture is thus treated as a theoretical construct to explain communication variations across cultures. This is also evident in intercultural communication studies, which focus on misunderstandings between individuals from different cultures.

Religion, Community, and Culture

There is an interplay among religion, community, and culture. Community is essentially formed by a group of people who share common activities or beliefs based on their mutual affect, loyalty, and personal concerns. Participation in religious institutions is one of the most dominant community engagements worldwide. Religious institutions are widely known for creating a sense of community by offering various material and social supports for individual followers. In addition, the role that religious organizations play in communal conflicts is also crucial. As religion deals with the ultimate matters of life, the differences among different religious beliefs are virtually impossible to settle. Although a direct causal relationship between religion and violence is not well supported, religion is, nevertheless, commonly accepted as a potential escalating factor in conflicts. Currently, religious conflicts are on the rise, and they are typically more violent, long-lasting, and difficult to resolve. In such cases, local religious organizations, places facilitating collective actions in the community, are extremely vital, as they can either preach peace or stir up hatred and violence. The peace impact of local religious institutions has been largely witnessed in India and Indonesia where conflicts are solved at the local level before developing into communal violence (De Juan, Pierskalla, & Vüllers, 2015 ).

While religion affects cultures (Beckford & Demerath, 2007 ), it itself is also affected by culture, as religion is an essential layer of culture. For example, the growth of individualism in the latter half of the 20th century has been coincident with the decline in the authority of Judeo-Christian institutions and the emergence of “parachurches” and more personal forms of prayer (Hoover & Lundby, 1997 ). However, this decline in the authority of the religious institutions in modernized society has not reduced the important role of religion and spirituality as one of the main sources of calm when facing painful experiences such as death, suffering, and loss.

When cultural specifications, such as individualism and collectivism, have been attributed to religion, the proposed definitions and functions of religion overlap with definitions of culture. For example, researchers often combine religious identification (Jewish, Christian, Muslim, etc.) with cultural dimensions (Hofstede, 1991 ) like individualism/collectivism to understand and compare cultural differences. Such combinations for comparison and analytical purposes demonstrate how religion and religious identification in particular are often relegated to a micro-level variable, when in fact the true relationship between an individual’s religion and culture is inseparable.

Religion as Part of Culture in Communication Studies

Religion as a part of culture has been linked to numerous communication traits and behaviors. Specifically, religion has been linked with media use and preferences (e.g., Stout & Buddenbaum, 1996 ), health/medical decisions and communication about health-related issues (Croucher & Harris, 2012 ), interpersonal communication (e.g., Croucher, Faulkner, Oommen, & Long, 2012b ), organizational behaviors (e.g., Garner & Wargo, 2009 ), and intercultural communication traits and behaviors (e.g., Croucher, Braziunaite, & Oommen, 2012a ). In media and religion scholarship, researchers have shown how religion as a cultural variable has powerful effects on media use, preferences, and gratifications. The research linking media and religion is vast (Stout & Buddenbaum, 1996 ). This body of research has shown how “religious worldviews are created and sustained in ongoing social processes in which information is shared” (Stout & Buddenbaum, 1996 , pp. 7–8). For example, religious Christians are more likely to read newspapers, while religious individuals are less likely to have a favorable opinion of the internet (Croucher & Harris, 2012 ), and religious individuals (who typically attend religious services and are thus integrated into a religious community) are more likely to read media produced by the religious community (Davie, 2008 ).

Research into health/medical decisions and communication about health-related issues is also robust. Research shows how religion, specifically religiosity, promotes healthier living and better decision-making regarding health and wellbeing (Harris & Worley, 2012 ). For example, a religious (or spiritual) approach to cancer treatment can be more effective than a secular approach (Croucher & Harris, 2012 ), religious attendance promotes healthier living, and people with HIV/AIDS often turn to religion for comfort as well. These studies suggest the significance of religion in health communication and in our health.

Research specifically examining the links between religion and interpersonal communication is not as vast as the research into media, health, and religion. However, this slowly growing body of research has explored areas such as rituals, self-disclosure (Croucher et al., 2012b ), and family dynamics (Davie, 2008 ), to name a few.

The role of religion in organizations is well studied. Overall, researchers have shown how religious identification and religiosity influence an individual’s organizational behavior. For example, research has shown that an individual’s religious identification affects levels of organizational dissent (Croucher et al., 2012a ). Garner and Wargo ( 2009 ) further showed that organizational dissent functions differently in churches than in nonreligious organizations. Kennedy and Lawton ( 1998 ) explored the relationships between religious beliefs and perceptions about business/corporate ethics and found that individuals with stronger religious beliefs have stricter ethical beliefs.

Researchers are increasingly looking at the relationships between religion and intercultural communication. Researchers have explored how religion affects numerous communication traits and behaviors and have shown how religious communities perceive and enact religious beliefs. Antony ( 2010 ), for example, analyzed the bindi in India and how the interplay between religion and culture affects people’s acceptance of it. Karniel and Lavie-Dinur ( 2011 ) showed how religion and culture influence how Palestinian Arabs are represented on Israeli television. Collectively, the intercultural work examining religion demonstrates the increasing importance of the intersection between religion and culture in communication studies.

Collectively, communication studies discourse about religion has focused on how religion is an integral part of an individual’s culture. Croucher et al. ( 2016 ), in a content analysis of communication journal coverage of religion and spirituality from 2002 to 2012 , argued that the discourse largely focuses on religion as a cultural variable by identifying religious groups as variables for comparative analysis, exploring “religious” or “spiritual” as adjectives to describe entities (religious organizations), and analyzing the relationships between religious groups in different contexts. Croucher and Harris ( 2012 ) asserted that the discourse about religion, culture, and communication is still in its infancy, though it continues to grow at a steady pace.

Future Lines of Inquiry

Research into the links among religion, culture, and communication has shown the vast complexities of these terms. With this in mind, there are various directions for future research/exploration that researchers could take to expand and benefit our practical understanding of these concepts and how they relate to one another. Work should continue to define these terms with a particular emphasis on mediation, closely consider these terms in a global context, focus on how intergroup dynamics influence this relationship, and expand research into non-Christian religious cultures.

Additional definitional work still needs to be done to clarify exactly what is meant by “religion,” “culture,” and “communication.” Our understanding of these terms and relationships can be further enhanced by analyzing how forms of mass communication mediate each other. Martin-Barbero ( 1993 ) asserted that there should be a shift from media to mediations as multiple opposing forces meet in communication. He defined mediation as “the articulations between communication practices and social movements and the articulation of different tempos of development with the plurality of cultural matrices” (p. 187). Religions have relied on mediations through various media to communicate their messages (oral stories, print media, radio, television, internet, etc.). These media share religious messages, shape the messages and religious communities, and are constantly changing. What we find is that, as media sophistication develops, a culture’s understandings of mediated messages changes (Martin-Barbero, 1993 ). Thus, the very meanings of religion, culture, and communication are transitioning as societies morph into more digitally mediated societies. Research should continue to explore the effects of digital mediation on our conceptualizations of religion, culture, and communication.

Closely linked to mediation is the need to continue extending our focus on the influence of globalization on religion, culture, and communication. It is essential to study the relationships among culture, religion, and communication in the context of globalization. In addition to trading goods and services, people are increasingly sharing ideas, values, and beliefs in the modern world. Thus, globalization not only leads to technological and socioeconomic changes, but also shapes individuals’ ways of communicating and their perceptions and beliefs about religion and culture. While religion represents an old way of life, globalization challenges traditional meaning systems and is often perceived as a threat to religion. For instance, Marx and Weber both asserted that modernization was incompatible with tradition. But, in contrast, globalization could facilitate religious freedom by spreading the idea of freedom worldwide. Thus, future work needs to consider the influence of globalization to fully grasp the interrelationships among religion, culture, and communication in the world.

A review of the present definitions of religion in communication research reveals that communication scholars approach religion as a holistic, total, and unique institution or notion, studied from the viewpoint of different communication fields such as health, intercultural, interpersonal, organizational communication, and so on. However, this approach to communication undermines the function of a religion as a culture and also does not consider the possible differences between religious cultures. For example, religious cultures differ in their levels of individualism and collectivism. There are also differences in how religious cultures interact to compete for more followers and territory (Klock, Novoa, & Mogaddam, 2010 ). Thus, localization is one area of further research for religion communication studies. This line of study best fits in the domain of intergroup communication. Such an approach will provide researchers with the opportunity to think about the roles that interreligious communication can play in areas such as peacemaking processes (Klock et al., 2010 ).

Academic discourse about religion has focused largely on Christian denominations. In a content analysis of communication journal discourse on religion and spirituality, Croucher et al. ( 2016 ) found that the terms “Christian” or “Christianity” appeared in 9.56% of all articles, and combined with other Christian denominations (Catholicism, Evangelism, Baptist, Protestantism, and Mormonism, for example), appeared in 18.41% of all articles. Other religious cultures (denominations) made up a relatively small part of the overall academic discourse: Islam appeared in 6.8%, Judaism in 4.27%, and Hinduism in only 0.96%. Despite the presence of various faiths in the data, the dominance of Christianity and its various denominations is incontestable. Having religions unevenly represented in the academic discourse is problematic. This highly unbalanced representation presents a biased picture of religious practices. It also represents one faith as being the dominant faith and others as being minority religions in all contexts.

Ultimately, the present overview, with its focus on religion, culture, and communication points to the undeniable connections among these concepts. Religion and culture are essential elements of humanity, and it is through communication, that these elements of humanity are mediated. Whether exploring these terms in health, interpersonal, intercultural, intergroup, mass, or other communication contexts, it is evident that understanding the intersection(s) among religion, culture, and communication offers vast opportunities for researchers and practitioners.

Further Reading

The references to this article provide various examples of scholarship on religion, culture, and communication. The following list includes some critical pieces of literature that one should consider reading if interested in studying the relationships among religion, culture, and communication.

• Allport, G. W. (1950). Individual and his religion: A psychological interpretation . New York: Macmillan.
• Campbell, H. A. (2010). When religion meets new media . New York: Routledge.
• Cheong, P. H. , Fischer-Nielson, P. , Gelfgren, S. , & Ess, C. (Eds.). (2012). Digital religion, social media and culture: Perspectives, practices and futures . New York: Peter Lang.
• Cohen, A. B. , & Hill, P. C. (2007). Religion as culture: Religious individualism and collectivism among American Catholics, Jews, and Protestants . Journal of Personality , 75 , 709–742.
• Coomaraswamy, A. K. (2015). Hinduism and buddhism . New Delhi: Munshiram Monoharlal Publishers.
• Coomaraswamy, A. K. (2015). A new approach to the Vedas: Essays in translation and exegesis . Philadelphia: Coronet Books.
• Harris, T. M. , Parrott, R. , & Dorgan, K. A. (2004). Talking about human genetics within religious frameworks . Health Communication , 16 , 105–116.
• Hitchens, C. (2007). God is not great . New York: Hachette.
• Hoover, S. M. (2006). Religion in the media age (media, religion and culture) . New York: Routledge.
• Lundby, K. , & Hoover, S. M. (1997). Summary remarks: Mediated religion. In S. M. Hoover & K. Lundby (Eds.), Rethinking media, religion, and culture (pp. 298–309). Thousand Oaks, CA: SAGE.
• Mahan, J. H. (2014). Media, religion and culture: An introduction . New York: Routledge.
• Parrott, R. (2004). “Collective amnesia”: The absence of religious faith and spirituality in health communication research and practice . Journal of Health Communication , 16 , 1–5.
• Russell, B. (1957). Why I am not a Christian . New York: Touchstone.
• Sarwar, G. (2001). Islam: Beliefs and teachings (5th ed.). Tigard, OR: Muslim Educational Trust.
• Stout, D. A. (2011). Media and religion: Foundations of an emerging field . New York: Routledge.
• Antony, M. G. (2010). On the spot: Seeking acceptance and expressing resistance through the Bindi . Journal of International and Intercultural Communication , 3 , 346–368.
• Beckford, J. A. , & Demerath, N. J. (Eds.). (2007). The SAGE handbook of the sociology of religion . Thousand Oaks, CA: SAGE.
• Burrell, D. B. (2013). The triumph of mercy: Philosophy and scripture in Mulla Sadra—By Mohammed Rustom . Modern Theology , 29 , 413–416.
• Clark, A. S. , & Hoover, S. M. (1997). At the intersection of media, culture, and religion. In S. M. Hoover , & K. Lundby (Eds.), Rethinking media, religion, and culture (pp. 15–36). Thousand Oaks, CA: SAGE.
• Croucher, S. M. , Braziunaite, R. , & Oommen, D. (2012a). The effects of religiousness and religious identification on organizational dissent. In S. M. Croucher , & T. M. Harris (Eds.), Religion and communication: An anthology of extensions in theory, research, and method (pp. 69–79). New York: Peter Lang.
• Croucher, S. M. , Faulkner , Oommen, D. , & Long, B. (2012b). Demographic and religious differences in the dimensions of self-disclosure among Hindus and Muslims in India . Journal of Intercultural Communication Research , 39 , 29–48.
• Croucher, S. M. , & Harris, T. M. (Eds.). (2012). Religion and communication: An anthology of extensions in theory, research, & method . New York: Peter Lang.
• Croucher, S. M. , Sommier, M. , Kuchma, A. , & Melnychenko, V. (2016). A content analysis of the discourses of “religion” and “spirituality” in communication journals: 2002–2012. Journal of Communication and Religion , 38 , 42–79.
• Davie, G. (2008). The sociology of religion . Los Angeles: SAGE.
• De Juan, A. , Pierskalla, J. H. , & Vüllers, J. (2015). The pacifying effects of local religious institutions: An analysis of communal violence in Indonesia . Political Research Quarterly , 68 , 211–224.
• Durkheim, E. (1976). The elementary forms of religious life . London: Harper Collins.
• Garner, J. T. , & Wargo, M. (2009). Feedback from the pew: A dual-perspective exploration of organizational dissent in churches. Journal of Communication & Religion , 32 , 375–400.
• Geertz, C. (1973). The interpretation of cultures: Selected essays by Clifford Geertz . New York: Basic Books.
• Hall, E. T. (1989). Beyond culture . New York: Anchor Books.
• Harris, T. M. , & Worley, T. R. (2012). Deconstructing lay epistemologies of religion within health communication research. In S. M. Croucher , & T. M. Harris (Eds.), Religion & communication: An anthology of extensions in theory, research, and method (pp. 119–136). New York: Peter Lang.
• Hofstede, G. (1991). Cultures and organizations: Software of the mind . London: McGraw-Hill.
• Holiday, A. (1999). Small culture . Applied Linguistics , 20 , 237–264.
• Hoover, S. M. , & Lundby, K. (1997). Introduction. In S. M. Hoover & K. Lundby (Eds.), Rethinking media, religion, and culture (pp. 3–14). Thousand Oaks, CA: SAGE.
• Karniel, Y. , & Lavie-Dinur, A. (2011). Entertainment and stereotype: Representation of the Palestinian Arab citizens of Israel in reality shows on Israeli television . Journal of Intercultural Communication Research , 40 , 65–88.
• Kennedy, E. J. , & Lawton, L. (1998). Religiousness and business ethics. Journal of Business Ethics , 17 , 175–180.
• Klock, J. , Novoa, C. , & Mogaddam, F. M. (2010). Communication across religions. In H. Giles , S. Reid , & J. Harwood (Eds.), The dynamics of intergroup communication (pp. 77–88). New York: Peter Lang
• Kluckhohn, C. (1949). Mirror for man: The relation of anthropology to modern life . Tucson: University of Arizona Press.
• Kohl, C. T. (2007). Buddhism and quantum physics . Contemporary Buddhism , 8 , 69–82.
• Mapped: These are the world’s most religious countries . (April 13, 2015). Telegraph Online .
• Martin-Barbero, J. (1993). Communication, culture and hegemony: From the media to the mediations . London: SAGE.
• Marx, K. , & Engels, F. (1975). Collected works . London: Lawrence and Wishart.
• Nietzsche, F. (1996). Human, all too human: A book for free spirits . R. J. Hollingdale (Trans.). Cambridge, U.K.: Cambridge University Press.
• Piller, I. (2011). Intercultural communication: A critical introduction . Edinburgh: Edinburgh University Press.
• Philipsen, G. (2002). Cultural communication. In W. B. Gudykunst (Ed.), Cross-cultural and intercultural communication (pp. 35–51). Thousand Oaks, CA: SAGE.
• Simmel, G. (1950). The sociology of Georg Simmel . K. Wolff (Trans.). Glencoe, IL: Free Press.
• Stout, D. A. , & Buddenbaum, J. M. (Eds.). (1996). Religion and mass media: Audiences and adaptations . Thousand Oaks, CA: SAGE.
• Weber, M. (1963). The sociology of religion . London: Methuen.
• Wimal, D. (2007). Nagarjuna and modern communication theory. China Media Research , 3 , 34–41.
• Applegate, J. , & Sypher, H. (1988). A constructivist theory of communication and culture. In Y. Y. Kim & W. B. Gudykunst (Eds.), Theories of intercultural communication (pp. 41-65). Newbury Park, CA: SAGE.

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• A Reflection: Cultural Differences & Communications

A Reflection: Cultural Differences & Communications - Essay Example

• Subject: Education
• Type: Essay
• Level: Undergraduate
• Pages: 3 (750 words)
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• Author: karinadietrich

Extract of sample "A Reflection: Cultural Differences & Communications"

Cultural Differences in the room There is lack of experience among the teaching force when working in diverse environments giving rise to a rift between the teaching force and diverse students. This has raised concern to the extent that there are programs designed particularly to diversify the teaching force, through for instance the 2007 Grow Your Own Teacher Act. It has then become an urgent need to explicitly equip teachers with these skills of how to deal with diverse students through pre-service teaching where teachers learn through teacher education programs and in-service teachers where educators teach diverse students.

There has also been advocacy on the issue of teaching culturally relevant material where the content and structure of the curriculum has been called to review (Robinson & Clardy, 2011). In a multicultural classroom, teachers should discover and embrace diversity and use the differences as a basis for growth and progress. This entails acknowledging differences that demand work, resolution, openness and being considerate. Addressing these differences along with using them to create a successful multicultural classroom contributes largely to advancing the educational objectives of students.

Openness calls for teachers to make the attempt to get to know the students within as well as beyond the classroom. Lack of this skill will create a feeling of being estranged between the teachers and students, and between students themselves causing there to be uneasiness. This implies that teachers approach teaching in a fearless manner where they are willing and ready to try new things in the classroom to broaden their understanding of the diverse students. In addition, teachers must avoid taking things personally, judging the students and be confident in themselves (Wan 2006).

Teachers should also avoid making assumptions and be prepared for the unexpected for instance in the Mexican culture touching is a norm and students will be seen to touch the teachers. This may make people from different cultures that are unaware of this habit uncomfortable. Teachers should therefore be prepared to accommodate such customs and habits. Having the resolve to accommodate students’ differences calls upon teachers to seek their perspectives in a bid to gain insight into their culture and more importantly create an environment where students can learn about each other and develop cognitive abilities (Stephan and Vogt, 2004).

To be able to teach effectively in culturally diverse classrooms, teachers should adopt culturally sensitive strategies along with content so as to ensure that there are equitable learning opportunities afforded to all students; where learning should not be perceived as only academic success, but individual fulfillment and personal development. Teachers should seek to know how minority students view the world, and process and organize information. This is because ethnicity has been seen to affect cognitive abilities as well as motivational styles; not only within the classroom but in the outside world particularly social-class groupings.

In becoming multicultural, teachers should develop an insight into their own cultural perspectives which allows them to become aware of the cultural expectations that determine their behavior, beliefs and expectations. This includes realizing that their cultural perspectives are neither the universal norm nor the only right one, since becoming multicultural consists of understanding the efficacy of their activities on students in the classroom. Furthermore, teachers should build cultural competence that will enable them to function comfortably in a multicultural classroom and interact cordially with students from cultures different from their own.

Cultural competence will allow teachers to cope effectively towards psychological and emotional stress from dealing with the unfamiliar, respond satisfactorily to miscommunication, create rapport with others while being able to sense their feelings and communicate successfully with people from diverse backgrounds (Gay, 2010). Without doubt, these are multifaceted skills that necessitate cultural understanding that evolves in the course of time and awareness gained from interpersonal experiences.

Moreover, teachers should become conscious of the key role that nonverbal cues play in the course of cross-cultural communication and the interrelationship between language and culture. Language is identified as the marker that gives one group identity and a sense of individual belongingness to the group, reflecting the values and conventions of its speakers; hence it is seen as a function of culture (Haynes 2012). Overall, teachers need to become aware of how to identify themselves with the content of instruction and teaching methodologies to suit students’ cultural plus individual preferences.

This is because the content may be incompatible with the students’ cultural norms and values which will most likely result in cropping up of distrust and misunderstandings. Teaching should therefore be approached with three things in mind- a broad skill set, the right frame of mind and dedication. References Gay, G. (2010). Culturally Responsive Teaching: Theory, Research and Practice. New York: Teachers College Press. Haynes, J. (2012). Culturally and Linguistically Diverse Children. Indiana: Xlibris Corporation.

Robinson, C. C., & Clardy, P. (2011). It Ain't What You Say, It's How You Say It: Linguistic And Cultural Diversity In The Classroom. Journal of Cultural Diversity, 18(3), 101-10. Stephan, W. and Vogt, P. (2004). Education Programs for Improving Intergroup Relations: Research Theory And Practice. New York: Teachers College Press. Wan, G. (2006). Teaching Diversity and Tolerance in the Classroom: A Thematic Storybook Approach. Education, 127(1), 140-154.

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