3.2: How Culture Affects Communication

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Learning Objectives

Influence of culture and ethics on communication.
Define Individualism and Collectivism.
Define High and Low context.

Influence of Culture and Ethics on Communication

Communication is influenced by culture and ethics in a number of ways. We are immersed in culture, and each of us represents culture, which we learn through communicating with others. We identify ourselves with our culture as well as share it with others during conversation. Culture is transmitted primarily through verbal and nonverbal communication and written and oral traditions.

Ethics is the value system that drives us to communicate the truth. As communicators and public speakers it is imperative to state correct information. Speakers with integrity and a conscience are ethical communicators. Conversely, audience members should strive to be ethical listeners. Challenge the information that is presented to see if it appears to be rational and concrete. Receiving information does not have to be a passive process. Strive to be an ethical communicator!

Individualism vs Collectivism

Cultures differ in the extent to which individualism and collectivism is valued (Verderber, Sellnow, Verderber, 2017).

Individualism is primary value is on self and personal achievement.

Collectivism is primary value is on group, community, and collaboration.

High and Low Context Culture

In a high-context culture, the message is most important. In a low-context culture, the sender and receiver are responsible for the outcome of the message, and focus is on the people in the interpersonal exchange, rather than on the message.

LOW-CONTEXT CULTURES (direct)

Language is valued to express, thought, feelings and ideas directly (Western and European cultures)

Examples: “It’s hot in here, could you please turn the AC up.”

“It’s hot in here, do you mind if I turn up the AC?”

HIGH-CONTEXT CULTURES (indirect)

Language is valued to maintain social harmony (Latin and Asian cultures)

Examples: “It certainly is hot in here, I feel like I’m melting.”

“It seems to be cooler outside than it is in here.”

Key Takeaways

The Communication Process outlines the many facets that take place during communication.
High and Low Context cultures affect personal and interpersonal communication.
Communicating in both individualistic and collectivistic cultures

Exercises

Getting integrated: How might knowing the various components of the communication process help you in your day-to-day life?
What communication situations does the linear model best represent? The interactional model? The transactional model?
Use the transactional model of communication to analyze a recent communication encounter you had. Sketch out the communication encounter and make sure to label each part of the model (communicators; message; channel; feedback; and physical, psychological, social, relational, and cultural contexts).

References

Schramm, W., The Beginnings of Communication Study in America (Thousand Oaks, CA: Sage, 1997).

Wood, J.T., Communication in Our Lives (4th ed.). Belmont, CA (Thomson-Wadsworth, 2009).