商务沟通材料第四章.ppt

BusinessCommunications Culture Communication Lecturer SamWangsunwahschoolsam 2 Outline CulturalDiversitySigns SymbolsComponentsofLanguageMetaphor MetonymCulture CommunicationCulturalessenceSymbolism Culture MarketingOrganizationalCultures Lecturer SamWangsunwahschoolsam 3 LearningObjectives Afterstudyingthischapteryoushouldbeableto demonstrateanunderstandingofthesymbolicnatureofcommunicationdescribetheconceptofculture roleofcultureincommunicationsdefineorganizationalculture itseffectonbusinesscommunications Lecturer SamWangsunwahschoolsam 4 CulturalDiversity peoplefromdifferentbackgroundshavedifferentlanguages customs values manners perceptions socialstructures anddecision makingpractices yourcoworkerslikelyhavehaduniqueexperiences andtheycertainlyhavetheirownideasabouthowthingsshouldbedone Lecturer SamWangsunwahschoolsam 5 TheWorldasaGlobalWorkplace MultinationalCompaniesconductbusinessintwoormorenationsE g GeneralElectric Coca Cola Microsoft andDisney Lecturer SamWangsunwahschoolsam 6 DiversityinYourOwnGlobalWorkplace InteractinggloballyToworkeffectivelywithothersfromdifferentcultures thefirststepistorecognize understand andacceptdifferences Thenyoumustdealsensitivelywithpeoplefromotherbackgrounds Lecturer SamWangsunwahschoolsam 7 ProjectionsfortheTwenty firstCentury Whataretheprojectionsfortheworkforceinthetwenty firstcentury Technology especiallythelnternetcompaniesdoingbusinessacrossborders developmentofaninternationalworkforce Lecturer SamWangsunwahschoolsam 8 CulturalDifferences LanguageDifferencesBodyLanguageFacialexpressionsPersonalspace Lecturer SamWangsunwahschoolsam 9 Signs Symbols Definition Asignisanythingthattransmitsinformationsuchasaword anobject agesture apicture asoundasignis therefore anideaincodeunlikeideas signscanbetransmittedthroughchannels Lecturer SamWangsunwahschoolsam 10 TreeSigns tree Figure3 1page54 Increasingabstraction Lecturer SamWangsunwahschoolsam 11 SignSystems ClosedsignsystemsignscannotbecombinedtomakenewsignseachsignoperatesindependentlyanimalscommunicatewithclosedsignsystemOpenhigherorderprimates includinghumans haveopensystemshumancommunicationalmostentirelysymbolic Lecturer SamWangsunwahschoolsam 12 Symbols Definition asymbolisasignwithanarbitrarymeaningdifferentsymbolscanmeanthesamethingthesamesymbolcanhavedifferentmeaningsSymbolsaresociallyconstructedSymbolsarelearnedExamplesofsymbols flags companylogos trafficsigns cars watches clothes officesize PAs locationofoffice Lecturer SamWangsunwahschoolsam 13 Multivocality Definition multivocalitymeansthatsymbolscanhavemeaningondifferentlevelsorindifferentcontextsRedcansymbolizedanger aggression power mourningindifferentcontextsBluecansymbolizecalm cleansingpower conservatism business Europe thesea Lecturer SamWangsunwahschoolsam 14 SymbolicSets Symbolsusuallyoccuraspartsofsetsofsymbolsmeaningisdependentuponthecontrastbetweensymbolswithinasetred greenfortrafficlights red blueforhot coldwaterred greenalsosymbolizesChristmassun sea sand Lecturer SamWangsunwahschoolsam 15 Symbols Communication SymbolsinanopensystemarearbitraryinterpretingsymbolsinordertodecodeamessageintoitsmeaninginvolvesdecodingcontextualizingContextiscriticaltwitchisaninvoluntaryphysicalactawinkissymbolicallyloaded Geertz 1973 joking flirting conspiring havinginsiderinformation Lecturer SamWangsunwahschoolsam 16 Language SymbolicsystemIdeassymbolizedinsoundsorcombinationsofsoundse g thesound tree isthesignifierthephysical tree isthesignifiedNote inthisexamplethesignifiedcanbeotherkindsof tree too itcouldbefamilytree organizationalchart hierarchyofideas Lecturer SamWangsunwahschoolsam 17 Language Culture LanguageonlyworkswithinculturesCommunicationdependsuponsharedunderstandingoflinguisticcategoriesLanguagealsoshapesourworldlanguageprovidescategoriesforunderstandinglanguagestructuresthoughtlanguagepartlydetermineswhatwerecognizee g Britishspeakof snow or slush Inuithavemanywordsfor snow whichreflectstheirworld Lecturer SamWangsunwahschoolsam 18 MorethanjustSnow aniugaving veryhard compressed andfrozensnowapigiannaguat thefirstsnowfallofautumnapijag snowcoveredbybadweatherkatakartanaq snowwithahardcrustthatgiveswayunderfootstepskavisilaq snow roughenedbyrainorfrostkinirtaq compact dampsnowmanngup meltingsnowmasak wetfallingsnowmatsaaq halfmeltedsnownatiruvaaq driftingsnowpukak crystallinesnowthatbreaksdownandseparateslikesaltqiqumaaq snowwhosesurfacehasfrozenafteralightspringthaw Lecturer SamWangsunwahschoolsam 19 ComponentsofLanguage Fourcomponentsoflanguage page57 phonologymorphologysyntaxSemantics Lecturer SamWangsunwahschoolsam 20 CulturalDifferences LanguageDifferencesBodyLanguageFacialexpressionsPersonalspaceBusinesscards Lecturer SamWangsunwahschoolsam 21 Culture Communication Cultureconceptcomestomanagementfromanthropologists studiesofhumansocietiesCulturediffersfromsocietytosocietycomposedofvalues beliefs norms socialattitudes sharedbehavioursCultureissubjective notobjectiveasthephysicalworldseemstobe Lecturer SamWangsunwahschoolsam 22 CultureDefinition cultureconsistsofpatterns explicitandimplicit ofandforbehaviour acquiredandtransmittedbysymbols constitutingthedistinctiveachievementsofhumangroups theessentialcoreofcultureconsistsoftraditional i e historicallyderivedandselected ideasandespeciallytheirattachedvalues Kroeber Kluckhohn 1952 181 Lecturer SamWangsunwahschoolsam 23 Threelevelsofculture Thefirstlevelencompassesthepatternsandbehaviourvisibleintheculture thetechnology buildings artefactsandbehaviourpatterns Thesecondleveldescribeshowpeoplecommunicate verballyandnonverbally astheyexplain rationaliseandjustifywhattheysayanddoasasocietyorgroup Lecturer SamWangsunwahschoolsam 24 Threelevelsofculture Thethirdlevelcomprisestheideas basicassumptions valuesandbeliefsheldbyasociety Theinternalisedbeliefsandvaluesareassumptionssharedbythemembersofasociety Culturederivesfromtheinterconnectedassumptions beliefs values attitudes normsandrulessharedbyasocietyorgroup Lecturer SamWangsunwahschoolsam 25 EssenceofCulture Learnedlearnedthroughsocializationsocialinteractionrewards punishments observation instructionSharednotnecessarilyhomogenoussocialgroupsthereforesocialboundariessub cultures AdaptiveasocialmechanismforadaptingtoenvironmentsInterrelatedelementsofcultureformaconnectedsystemacomplexwholeacultural web direct indirectconnections Lecturer SamWangsunwahschoolsam 26 Symbolism Culture Marketing Symbolism cultureintimatelylinkedpowerfulsocialrealitiesMarketingcampaignstradeonculturalknowledgee g lifestyle marketingusesculturallyloaded powerfulsymbolsbrandnamesthemselvesbecomesymbols Lecturer SamWangsunwahschoolsam 27 OrganizationalCulture Symbols culturekeytobusinesscommunicationsOrganizationsarefundamentallysocialsystemsorganizationslikeothersocialsystemsdevelopculturesOrganizationalculturebasicallyis Howwedothingsaroundhere Lecturer SamWangsunwahschoolsam 28 OrganizationalCultureDefined apatternofbasicassumptions invented discoveredordevelopedbyagivengroupasitlearnstocopewithitsproblemsofexternaladaptationandinternalintegration thathasworkedwellenoughtobeconsideredvalid and therefore tobetaughttonewmembersasthecorrectwaytoperceive think andfeelinrelationtothoseproblems Schein 1985 Lecturer SamWangsunwahschoolsam 29 Cultural Iceberg Figure3 2page67 Lecturer SamWangsunwahschoolsam 30 CharacteristicsofOrganizationalCulture CollectiveSymbolicEmotionallychargedHistoricallybasedDynamicInherentlyfuzzy Lecturer SamWangsunwahschoolsam 31 GuidelinesforCross CulturalCommunication LearnAboutandAcceptCulturalDifferencesBeSensitiveTowardPeoplefromOtherCulturesAvoidgeneralizationaboutgroupsofpeople Avoiddiscussionaboutpolitics religion andothersensitiveissues BePreparedforLangu