Chapter-2跨商务文化交际.ppt

Chapter2CommunicationBetweenCultures VerbalCommunication IntroductoryCase 一位刚到美国的中国企业经理 被美国朋友请去做客 这位经理到这位美国人家里后 觉得其房屋陈设很奇怪 突然他发现一个台子上竟摆着一尊泥塑的孙悟空 他很兴奋 连忙问女主人 你怎么会有这尊孙悟空 是从中国买的吗 花了多少钱 用的是人民币还是美元 女主人只是笑了笑 没有回答 这位中国经理也没有再问下去 分析 美国人的价值观念和中国人不同 价钱的高低往往与身份密切相关 中国经理无心提出的价钱问题 却使得这位美国人不知如何回答是好 在言语交际 verbalcommunication 的过程中 交际双方必须考虑语言的语音层面和语用层面 承认不同的文化背景和差异 增强理解和信任 才能通过语言促进沟通 实现交际的目的 建立良好的关系 Verbalcommunication Definition Thecommunicationthatiscarriedouteitherinoralorinwrittenformwiththeuseofwords Thetransferringofthoughtsbetweenindividualsviaspokenorwrittenmessages Itisatthecoreofwhatmostofusdo whetheryouarebuildingabiz dealingwithdifficultsituations revitalizingateam copingwithcomplaintsorprovidingcustomerservice AttributesofVerbalCommunication ExpressallkindsofideaswewanttoexpressEg Amanagertalksmarketdevelopmentplanwithhissubordinatesinameeting KeepanddisseminateinformationEg Amanagercanbereachedbytelephoneoremailifyoucan tfindhiminhisoffice TelephoneandEmailarethemosteffectivewaysforbizcommunication Beclearerandmoreefficientthanotherways LanguageandCulture Languageisasetofsymbolsandtherulesforcombiningthosesymbolsandrulesthatareusedandunderstoodbyalargecommunityofpeople Itiscloselyrelatedtoculture Languageandcultureinteractwitheachotherandshapeeachother Languageisthecarrierofculturewhichinturnisthecontentoflanguage Itispartofculture Cultureenrichesandinfluenceslanguage Differentculturegeneratedifferentlanguages TheInfluenceofCultureonLanguage LanguageasareflectionoftheenvironmentLanguagereflectstheenvironmentinwhichwelive Welabelthingsthatarearoundus Theenvironmentinfluencesthedevelopmentoftechnology products andtheappropriatevocabulary LanguageasreflectionofvaluesLanguagereflectsculturalvalues Languageisamirrorofculture becauselanguagereflectshumanrelationships reflectsthewaythesocietyoperates 亲属称谓是语言反映文化的一个突出例证 例如 在英语中的是 兄 或 弟 是 姐 或 妹 汉语中没有一个字与或完全相等 在我们的文化中严格区分 兄 与 弟 姐与 妹 因为 长幼有序 英语中一词 uncle 相当于汉语中的 伯父 叔父 舅父 姨父 姑父 aunt 相当于汉语中的 伯母 婶母 舅母 姨母 姑母 这反映了汉族不仅注重长幼顺序 而且对于是父系 母系或姻系亦十分重视 Chinesewayofgreeting Forthousandsofyears about75 oftheChineselivedinvillagesandtherestinsmalltowns Acommunitygenerallyconsistsoffamiliesdescendedfromoneancestor bearingthesamesurname Inthiscommunity peopleknoweachotherwell keepingtrackofeachother slives beingawareofhappeningsineachother shouseholdsandhavingagenuineconcernforeachother swell being Therefore familiarity considerationforeachother scomfortandhealth andaninterestineachother sbusinessandactivitiesarefoundinthelifeoftheChinesepeople ThatiswhywhenChinesepeoplemeet theyoftenexchangegreetingssuchas Haveyoueatenyet Whereareyougoing Wherehaveyoubeen etc ButinAmerica thereisasaying goodfencesmakegoodneighbors revealingthattheytendtokeepasafedistancefromeachother Denotationalmeaning Connotationalmeaning aword MeaningsofWords WordMeaningandCulture Denotationalmeaning 指示意义 Itreferstoadefinitionalmeaningdependinguponourchoiceofwordselection Denotationmeansadictionarydefinition Connotationalmeaning 隐含意义 Itreferstoextendedmeaningsorassociatedmeanings Connotationalmeaningshavedevelopedovertimethroughusebypeopleandespeciallybypoetsandwriters Example TheColorofRedInChineseredimplies happy joyous auspicious flourishing TheChineseuseredlanterns redantitheticalcouplets reddresses redcandles redflowersandthelikewhenweareincelebration InEnglish redisusuallyassociatedwithsth undesirable e g redflags denotes danger inthered means deficitinfinance SpringFestival ChristmasDay ComparisonbetweenEnglishandChinese Somewordshavethesamedenotationalandconntationalmeanings Therearealsomanywordswiththesamedenotationalmeaningsbutdifferentconnotationalmeanings Bothdenotationalandconnotatinalmeaningsaredifferentinmanyotherwords Examples Dove peaceFox cunningOwl wisdomBat anevilanimalCricket ahappyinsectDragon fierceness 鸽子 和平鸽狐狸 像狐狸一样狡猾猫头鹰 坏运气蝙蝠 福 幸福 洪福蟋蟀 哀愁龙 龙袍 龙的传人 ChineseDragon EuropeanDragon ChineseDragon CulturalAssociationsofColor BusinessImplications Internationalbusinesspersonsmayencounterproblemswithsuchconnotationalmeaningsofcolors Internationalmarketersneedtoknowwhatassociationscertainculturehasintermsofcolorsandhowtheymightaffectproductdesign packaging andadvertisingmessages 在不同语言之间可能出现几种不同的情况 两种语言分别以A B代替 1 A B概念意义相同 内涵意义相同或大致相同 例如 Fox与 狐狸 不仅概念意义相同 内涵意义也相同 都包括了 狡猾 cunning这一层意思 Pig与 猪 在概念上都指同一种动物 在英语中用于指人时具有 肮脏 dirty 贪婪 greedy 令人讨厌 disgusting等意思 猪 或猪猡 在汉语中也有类似的含义 2 A B概念意义相同 内涵意义不同 如 狗 在西方人们通常将狗作为宠物来养 狗被认为是人类最好的朋友 因此西方人对于食狗肉十分反感 在英语中有时含有贬义 但总的来说属中性或含褒义的情况居多 在成语treatsomeonelikeadog 虐待某人 中含贬义 但在以下的例句中都属中性或含褒义 Youluckydog 你这家伙真幸运 Everydoghasitsday 凡人皆有得意日 Heworkslikeadog 他工作很卖力 Youcan tteachanolddognewtricks 人年纪大了学新东西不容易 在汉语中 狗 一般用于贬义 这从汉语中的成语可以看 例如 狗急跳墙 狗仗人势 鸡鸣狗盗 狼心狗肺 狗头军师 狗血喷头等 3 A B概念意义相同 A有内涵意义 B无内涵意义在数词中 在西方语言中13普遍被认为是不祥的数字 因为这个数字与犹大出卖耶稣 耶稣受难相联系 人们通常避开13这个数字 在旅行时尤其避开13号星期五 订婚结婚也避开13号 有的饭店不设13层 避开13号作为房间号码 在我国文化传统中 13不具有这些不祥的含义 但在近年 由于受到西方文化的影响 有些人也认为是个不吉利的数字 Inthefigure somepeopleseeaduck somepeopleseearabbit andothersalternatelyseeaduckandarabbit Inthepicture someseetheprofileofanIndianwhileothersseethebackofanEskimowalkingaway andstillothersalternatelyseeboth Seeingdoesnotmeanbelieving sometimes Focusonthedotandmoveyourheadbackandforth Whatishappening Fromrespondingtothesepictures wecangatherthatpeopleseedifferentlyandevaluatedifferently Suchanunderstandinghelpsformthebasisforsuccessfulinterculturalcommunication 1 AppropriatelyC Dogsarethebestfriendsofhumanbeings Iatedogmeat A Chinesedragonsaregreat Chinesedragonsareferocious 2 EffectivelyC Thisisapresentforyou Itisnotsogood Thisisapresentforyou Hopeyoulikeit A Idon tthinkyourideaisgood Frommypointofview yourideaisnotgoodenough Howtouselanguageforcommunication 3 GivencontextC Bottomup Takethiscupofalcohol Ifyoudon t Meeither A Helpyourself please Imadeallthesebymyself Pleaseenjoythem 4 Speaker listenerWhereareyoufrom Howmanypeoplearethereinyourfamily WhydidyoucometoChina Howoldareyou Howmuchdoyouearninyourcompany LanguageinuseandCulture HowtoAddresspeople TheusageofthesurnameandgivennameinEnglishandChinesecanbesummarizedasfollows 在一项对于英语国家在华任教的教师的调查中发现 有的中国学生用姓作为对于一位女教师的称谓 她的全名MarciaVale是 学生理应称她为Dr Vale或Marcia 但有的学生直呼她的姓 叫她Vale 这引起了这位英国教师极大的不快 她在调查问卷中写道 在交往中 我发现这可能是挺奇怪的最不能容忍的是学生坚持用我的姓称呼我 在英语口语中 从正式的到很随便的称呼 有许多不同的方式 如果只叫姓 那是绝对错误的 在汉语中 老张 小李 司徒 欧阳 作为称谓都是可接受的 但是在英语国家用姓作称谓只限于很少的几种情况 例如 在小学里教师对于学生 教练对于球员 监狱看守对于囚犯等 难怪英国教师对于学生的称呼如此反感 Differentperceptionsoftitles Chineseprefertoaddressothersbyusingtheirtitles oroccupation suchas宋局长 DirectorSong 高经理 ManagerGao 刘老师 TeacherLiu inwhichthesurnamecomeslastinordertoshowrespectforthepersonconcerned However thiscustomisnottotallyapplicableinEnglishinthatonlyafewoccupationsortitlesareusedbeforeaperson slastname Dr Mrs Miss Ms Mr Judge Governor Mayor etc ForAmericans it swhatyouactuallydothatcounts notwhereyoufitonorganizationalchart TheAmericanstreattitleslike vicepresidentformarketing and salesmanager asmeaningful Buttheywillnotusethemtoaddressaperson evenifreducedto manager or vicepresident Theuseofrespectfultitlessuchas ManagerZhang or DirectorWang toindicatepeople sstatusistypicalofChineseculture Howtoshowgratitude IntheWesterncountries peopletendtoverbalizetheirgratitudemoreoftenandacceptthanksmoredirectlyandfranklythanChinesepeople Westernerssaythanksanytime anywhere andtoanybody evenamongfamilymembers Theytendtoacceptothers expressionofgratitudebysaying I mgladtohelp Chinesearelikelytofeelembarrassedwhentheyexpresstheirgratitudeorhereother sgratitude Theymayjustsaynothingforbeinghelpedandreplyto thanks with no no forhavinghelped Howtoinviteothers InvitationThreefeaturesof false invitationsinAmericanEnglish IndefinitereferenceoftimeNoinquiryorimmediatereplyordecisionUsuallymarkedwithmodelverbslike must should andadverbsindicatingemphasisofuncertaintyoftimelike really definitely soon oneday sometime etc 美国人常在结束交流之前向对方说句 邀请 用语 如 Let sgettogethersometimesthisweek Iwillcallyou Let shavelunchtogethersometimessoon 这很容易引起异文化的人的误解 在美国的外国留学生常常反映美国人讲话靠不住 说是要邀请吃饭 结果等了很久还是不兑现 其实这些所谓邀请往往是结束交谈的信号 是自然发出的告辞用语 表示对所谈内容感兴趣 希望下次继续交流之意 有人调查了这一现象 发现问题出在外国学生对于美国英语的讲话规则不了解 听美国人说 Wemustgettogethersoon 我们一定得聚聚 就以为是正式邀请 实际上只不过是一句客气话 社会语言学家专门就这个题目作了研究 分析究竟客气话与正式的口头邀请在语言的使用上有什么区别 他们发现正式邀请比客气话要具体得多 一般来说邀请需要包括时间 地点 例如 ComeoverfordinernextSaturdaynight 下星期六晚上过来吃晚饭 是明确的邀请 有的话听起来似乎很像是邀请 但如果没有具体的时间 地点则仍然不能看作是邀请 Howtochatwithothers Privacy asavalueandpsychologicalconcept hasbeengivendifferentmeaningsindifferentcultures Forwesterners keepingprivacyhasbeenseenasthesymbolofindependenceandpersonalvalue Inconversation theyseldomorneveraskquestionsrelatedtoprivacy suchasage money marriage health andfamily Onthecontrary suchquestionsarefrequentlyaskedindialogsbetweentwoChinese ForChinese privacyisofgroup orientation andindividualsinthesamegroupwouldnothavemuchawarenessofprivacy Beingmodest BeingmodestisoneofthetraditionalvirtuesoftheChinesepeople Weoftendeclinepraisetoshowmodesty Weoftenreplywithpleasantmodestywhenbeingpraised However Americanslikepraisingpeople Receivingsuchareplyofrefusal theyoftenwonderwhethertheyhavemadeawrongjudgmentornot AyoungChinesewomanintheUSwascomplimentedbyanAmericanwomanforthelovelydressshewaswearing It sexquisite Thecolorsaresobeautiful Shewaspleasedbutsomewhatembarrassed IntypicalChineseway shereplied Oh it sjustanordinarydressIboughtinChina Intheabovecase thewordsoftheChineseconveyedamessagequitedifferentfromwhatwasintended Asweallknow therealintentionoftheChinesewastobemodestbysayingthosewords WhilefortheAmerican thereplycouldhavemeantthattheAmericandidnotknowwhatareallygooddressis TheimplicationwasthattheAmericanwoman stasteinclothingwasquestionable OralCommunication Thinkaboutit WhatarethedifferencesinthespeechstylesbetweenEasternersandWesterners SuchasaChineseorJapanesewithanAmerican ChineseVerbalStyle Implicitcommunication 含蓄 Listeningcenteredness 听话 Politeness 客气 Afocusoninsiders 自己人 Face directedcommunicationstrategies 面子 ChineseVS NorthAmericanVerbalStyle Whatisnotsaidvs whatissaidTheuseofwevs IPolitevs impolitetalkIndirectvs directtalkHesitantvs assertivespeechself effacing 不出风头 vs self enhancingtalkPrivatevs publicpersonalquestionsReticent 沉默的 vs expressivespeech WaysofVCbetweenEastersandWesterners Easternersaregenerallymorepolite beataboutthebush reasonsfirst conversationalgreetings concernforothers vague talkthesametime Doyouagreewithsuchsaying Aswhathasbeenexplainedabove verbalcommunicationcanbeconductedbothinspokenformandwrittenform Ithasculturalfeaturessometimes Therefore peoplefromdifferentculturalbackgroundshavedifferentwaysofverbalcommunication InthefollowingwejustshowhowdifferentlytheEasternersandthewesternerscommunicate WaysofVCbetweenEastersandWesterners Whentalking Easternerstend oftensuperficially toyieldtotheotherparty sviewswithoutmakinganyopenprotest Westerners however areusuallydirectinpresentingtheirdifferentideasorprotest Superficialanddirect Beataboutthebushandcometothepoint EasternersareusuallyindirectwhileWesternersaredirectwhenexpressingthemselves InthelanguagesbyEasternerstherearequiteafewhonorificformswhichWesternersthinkareredundant Westernersdohavepoliteexpressions butforeachmeetingthephraseforexchangingtheseexpressionsisusuallyveryshort ToEasterners Westernersappearrude Beingpoliteorbeingrude Reasonsfirstandpersonalopinionsfirst Whenitcomestoaposition Easternerstendtostatethereasonsfirst Westerners onthecontrary usuallystatetheirpositionfirst thenthereasons BeforediscussionEasternerstendtospendalotoftimetalkingaboutunimportantthings preparingfortheseriousdiscussion Westernersdon tdoso Conversationalgreetingsandgetdowntobusiness Easternersoftenshowalotofconcernforothers whichWesternersconsiderasbotheringotherpeople sbusiness Concernforothersandnoneofmybusiness Easternerstendtobevaguewhentalking whichoftenbringunhappinesstoWesternersasitisagainsttheirhabit Vagueandabovetheboard WhendebatingintheWest twopartiesusuallytakeseveralturnsofarguments whileintheEastthetwosidesexpresstheirrespectiveviewsatmostonce thenbothsideseitheryieldtoeachother orjustkeepsilent Thesametimeandtaketurns Commonideasthatseemtoworkwondersinanyrelationship 1 Learntolistenusingeyecontact Letthespeakerknowthatyouareinterestedinwhatisbeingsaid 2 Beslowtospeak Sometimes peoplespeaktothinkoutloud Sometimes alltheyreallywantisashouldertoleanonandawillingeartolisten Bybeingslowtospeak youareallowingthespeakertoworkoutorsolveproblemsthemselves 3 Keepthesecret Peopletrustyouwithinformationbecausetheybelievethatyouwillnotgossipandspreadslander Keeptheirtrustbykeepingthingsprivate betweenthetwoofyou 4 BeAttentive Learntoactivelylisten Letthespeakerknowthatyouareactuallylistening althoughyouarenotspeaking bysayingthingslike yeah hmmm Iknow that strue okay thatmakessense andsoforth 5 ShowGratitude Letthespeakerknowthatyoufeelhonoredthattheywereabletoopenuptoyou Ifnothingpersonalwassaid thanletthespeakerknowthatyouhadagreattimelisteningandthatyoulearnedalot Inasocietythatforgetstoshowgratitude asimpleuseofkindwords canmakesomeone sdayalittlebrighter 6 StayinTune Don tdisappearinthemiddleoftheconversationbecauseyourmindwandered Whetheryouactuallygetupandwalkawayorletyourmindwanderelsewhere it sjustplainrude Ifyoufindthatyourattentionspanissmall activelyrepeatwhatisbeingsaidtoyouasthespeakerisspeaking WrittenCommunication Writtencommunicationisthecommunicationbymeansofwrittensymbols eitherprintedorhandwritten Lettersandmemorandumsaretheprimarywrittenmeansofexchanginginformationinbiz Writingskillsiswhatanybizfirmwouldrequireoftheirstaff rangingfromexecutivestoofficeclerks HowtowriteBizletters LetterheadDateInsidenameandaddressAttentionlineSalutationSubjectheadingBodyofletterComplimentarycloseSignatureofficialcapacityEnclosurenotation Letterheadcontains Thename address tel fax emailofthesenderorfirm thedateUsuallycenteredatthetopandprintedDateneverbeomitted typedinfullontheright handsidebelowletterhead September20th 2010 Am 20thSeptember 2010 Br Attentionline 经办人 交由 IndicatethattheletterisforaparticularpersonordepartmentSalutationDearSir Sirs Madam Gentlemen DearSirorMadam DearExportManager Towhomitmayconcern 不知姓名 formal DearMr Mrs Ms MissBlake 知道姓名 lessformal DearJack Mark 熟人 informal SubjectheadingTellswhattheletterisaboutCentersonthepageBody1para introductionoracknowledgementofthepreviouscorrespondence2para discussmattersorgiveinfo3para hope callforfutureaction ComplimentarycloseYoursfaithfully Faithfullyyours Trulyyours Respectfullyyours formal Yourssincerely Sincerelyyours Cordiallyyours lessformal Sincerely Cordially Regards Bestregards Allthebest Allbestwishes informal EnclosurenotationIndicatesthatotherpiecesofpaperaremailedwiththeletterEnc Encls Enc 1 Invoice 900012 Check 1234Encls 2Invoices Thelayoutofabizletter BlockStyle 齐列式 Allletterelementsareplacedflushagainsttheleftmargin80 ofbizlettersusethisstyleModifiedBlockStyle 混合式 Date complimentaryclose signatureblockontherightsideSubjectheadinginthemiddleMoretraditionalandbalanced Standardletterparts TheRichardH VerrillCorporation954PelhamAvenueNewYork10202 N Y USAMarch23 2010MessersMacDonald Evans211East34thStreetLondon10061Attention SalesDepartmentDearSirs Re InquiryabouthandypaintbrushesSomeyearsagoweboughtfromyouaconsignmentofhandypaintbrushesin3differentqualities Pleaseletusknowwhetheryouarestillmanufacturingbrushesinthesequalitiesandquoteyourlowestpricesc i f Aqaba Weshouldrequiredeliverywithin4weeksofplacingtheorder Yoursfaithfully handwrittenSignatureRobertD JohnsonCommunicationConsultantEnc 3 LetterheadDateInsidenameandaddressAttentionlineSalutationSubjectheadingBodyofletterComplimentarycloseSignatureofficialcapacityEnclosurenotation ModifiedBlockStyle 混合式 TheRichardH VerrillCorporation954PelhamAvenueNewYork10202 N Y USAMarch23 2010MessersMacDonald Evans211East34thStreetLondon10061Attention SalesDepartmentDearSirs Re InquiryabouthandypaintbrushesSomeyearsagoweboughtfromyouaconsignmentofhandypaintbrushesin3differentqualities Pleaseletusknowwhetheryouarestillmanufacturingbrushesinthesequalitiesandquoteyourlowestpricesc i f Aqaba Weshouldrequiredeliverywithi