Individual Assignment k0851406

8/6/2019 Individual Assignment k0851406

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Intercultural Awareness

January 8 2010

Shreya Pandey-k0851406

Word Count-1,193

BS2301Culture andInternationalBusiness


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INTRODUCTION

If you search for the meaning of culture in Oxford Dictionary, you will find four different

meanings of the word culture. Each of the four meanings defines culture in a different way than

the previous one. And its not just the dictionary which provides an evidence for different

meanings of culture; many researchers also treat culture as a fence to be erected about other

concepts. The height of the fence is raised to higher level by almost every author in a new piece

of research defining new constraints for the cultural field (Scott & Sherson, 1999).

Culture differs from society to society and from people to people, and so does its definition.

There is no pertinent definition of culture. In fact, there are as many as 160 definitions of culture

which provide an evidence of the vastness of the term (Ferraro, 2007). But in a gist, it can be

defined as a set of traditional values and beliefs of a particular community passed down from one

generation to another.

The beginning of culture, in literature, varies according to how broadly it is defined and it is one

of the most difficult and challenging concept buried in intercultural communication (Scott &

Sherson, 1999). In fact, intercultural awareness creates a need for intercultural communication

which further generates the need to understand culture.


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INTERCULTURAL AWARENESS

With the shrinking of the world, the diverse cultures are being brought together. The diversity of

the cultures as well as intercultural misunderstandings might lead to negative repercussion. Thus,

in order to avoid such misunderstandings, it is necessary to be aware of the differences persisting

in intercultural heterogeneity.

The main cause of intercultural misunderstandings is the lack of ability to appreciate the values

and norms of a particular culture. In India, there is a tradition of touching feet of your elders. But

within India itself there are different cultures that dont follow this tradition but still it is

respected and not looked down upon. A cultural balance is still maintained. The degree of

sensitivity to intercultural understanding should not only be limited to the rituals, beliefs, values

or norms but should extend to an enhanced level of awareness about it.

In spite of many people being aware of different cultures that exist, there will be some who may

consider their culture to be superior to others, thereby indulging themselves into ethnocentrism.

Ethnocentric people have a tendency to evaluate a foreigners behaviour by their own cultural

standards and they believe that their own culture is superior than the rest (Ferraro, 2007). This

tendency may be due the fact that ever since we are born, we are taught about the pros and cons

of culture we belong to and as we grow our awareness about other cultures is based on what we

perceive them to be.

Ethnocentrism can be viewed as a negative consequence of poor intercultural awareness which

can be improved with the help of effective intercultural communication.


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INTERCULTURAL COMMUNICATION

A need for communication takes place when people of one culture want to interact or deal with

people outside that culture (Scott & Sherson, 1999). By just having the appropriate knowledge or

possessing the required skills to interact with people from various cultures is not sufficient for

smooth communication to take place. Certain methods need to be materialized for facilitating

effective communication (Scott & Sherson, 1999).

Communication is never between cultures per se but always between people and this becomes a

problem for intercultural communication (Scott & Sherson, 1999). In the globalized world and

with people coming together to conduct business (Bargiela-Chiappini et al ., 2003), intercultural

communication has become a necessity. The misunderstanding and misjudging of people

belonging to other cultures is broken down by communication. A sound and sincere reciprocity

can help achieve successful communication (Najafbagy, 2008).

On the flip side, mistakes in communication take place due lack of knowledge of other cultures.

As a result, a communication gap tends to form and might create confusion or offend people

belonging to other cultures.


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HOFSTEDES CULTURAL DIMENSION

The famous IBM Study identified 5 independent dimensions of national culture differences.

These 5 dimensions are rooted in a basic problem with which all societies have to cope but on

which their answers vary (Hofstede, 2001).

Power Distance: The power distance index is related to the different solutions of human

inequality. Inequality persists in the distribution of power, a fact which the less powerful people

accept and expect the same. A country with a high power distance would not invite everyone for

a particular meeting apart from those who play pivotal role in the meeting. There is an unequal

distribution of power between elders/superiors and youngsters/subordinates. Whereas a country

with less or moderate rate of power distance index, treats both the employers and employees as

one (Hofstede, 2001).

CultureDimensions

PowerDistance

UncertaintyAvoidence

Individualismvs

Collectivism

Masculinity

vs

Femininity

Long-termOrientation

vs

Short-termOrientation


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U ncertainty Avoidance: The uncertainty avoidance index measures the level of stress or the

extent to which a society may feel threatened by an unknown factor or ambiguous situations.

Uncertainty avoiding cultures shun the ambiguous situations by resorting to structures in their

organization, institutions, and relationships. On the other hand, a lower sense of urgency is

demonstrated by countries with weaker uncertainty avoidance (Hofstede, 2001).

I ndividualism v/s Collectivism: The integration of individuals into groups is what this

dimension is all about. In an individualistic society, everyone is expected to do their own work

and look after himself and his family. The collective side has people who are already integrated

into groups and continue to protect them (Hofstede, 2001).

Masculinity v/s Femininity: This dimension is related to the division of emotional roles

between men and women. The IBM studies revealed that firstly there is less differentiation between the values of women in a society than men and secondly the values of men vary to a

completely different level from womens values. In a male oriented society, men are focused and

assertive and women focus on quality of life. Whereas in a female oriented society the emotional

roles is shared by both the genders (Hofstede, 2001).

Long term v/s Short term orientation: The fifth dimension of Hofstede was added after the

original four and is still a critical dimension. Long term orientation foster virtues oriented

towards future rewards especially determination and saving. Short term orientation fosters

virtues related to past and present, respect for tradition, preservation of face and fulfilling social

obligations (Hofstede, 2001).


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CONCLUSION

There exists a circle, an intertwined circle, comprising of intercultural awareness, intercultural

communication and of culture. No matter how important whatever may be in communication,

and no matter how vexed the concept of culture may be, there is no doubt that culture

manipulates communication. What leads to this manipulative communication is intercultural

awareness, without which the circle is incomplete. Finding ways to deal with the negative

consequences of a particular concept opens door for an understanding of another concept.

In todays crumbling world, the importance of appreciating and understanding various cultures

has increased. The importance will continue to sprout as the need for becoming aware has also

started to acquire its position. Ignorance in any field can lead to negative outcomes which canmake major international deals or agreement difficult or impossible.


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APPENDIXR eflection on the key skills developed by this assignment

The provision of opportunities for you to develop your key skills is an important part of the design of the courses within

the undergraduate business programmes on offer at Kingston Business School and its Partner Colleges.

This sheet, which MUST be attached to each piece of coursework in order for the coursework to have been properlysubmitted, has been designed to provide you with an opportunity to review what you have learned, to comment on whatyou might do differently next time and to identify opportunities for further, related learning. This permits you to monitor and improve upon your own performance. You should keep a copy of this sheet and of the feedback you receive on thecoursework in your Personal Development Record. You should also include reflection on the mark and feedback for thecoursework in your record.

You will find an explanation of the Key Skills in your Personal Development folder.

Give yourID number and identify the coursework here in case this sheet becomes detached from thetopsheet:

I D Number: k0851406 Name: Shreya Pandey

Coursework: I ndividual Portfolio

Key Skills Area Key SkillsElements

Student Comments on the extent to which (if at all) the skillhas been developed by this piece of coursework

1.Communication Portrayingof ideas andthoughts

Communication in the form of portraying of ideas andthoughts improved to a great extent academic reading of articles was done in a more comprehendible manner.

2. Numeracy None None

3. I CTSelection of academicarticles

The selection of academic articles form appropriate andrelevant sources was done.

4. Teamwork NoneNone

5. I ndependent learningHarvardstyle of referencing

I n order to avoid plagiarism, I focused on the style of referencing.

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Individual Assignment k0851406