窦卫霖跨文化商务交际教案讲稿3-4

1、教案首页授课内容Chapter 3 Comprehending Verbal Communication所需课时4 学时主要教材或参考资料跨文化商务交际 第二版 高等教育出版社 2011 年出版教学目标知识目标：1. 理解并掌握语言和文化的关系；2. 通过案例欣赏理解跨文化沟通的特点；3. 理解汉语和英语常见差异中体现的文化因素；4. 学习跨文化商务沟通相关词汇。能力目标：使学生在理解沟通和商务沟通的基本理论的基础上，培养其文化意识与跨文化交际能力。德育目标：1. 提高学生对文化差异的敏感性、宽容性和处理文化差异的灵活性，培养学生跨文化交际能力；2. 激发学生对中西方沟通形式差异的思考。教学重

2、点汉语和英语差异中的文化因素教学难点语言行为中语用规则的跨文化比较分析教学方法1. 多媒体教学 2. 讨论法 3. 讲授法 4. 视频观看教学内容及时间安排. The Basics of Language 0.5学时. Meanings of Words 1学时. Speech Acts and Politeness Across Cultures 1学时. Discourse Pattern Across Cultures 1学时. Verbal Styles 0.5学时学习指导1. 预习本章教学内容并完成课前学习任务；2. 复习并掌握本章相关理论知识；3. 通过相关练习题巩固知识；4. 通

3、过商务对话练习和案例分析进一步理解本章理论与知识。作业及思考题Preview：Previewing the next part.Oral Practice：Practicing a conversation on intercultural business communication.教研室审阅意见同意上述安排。 教研室主任签字： 200 年 月教 学 程 序教学的基本内容 (1)时间安排教学方法Warm-up ActivitiesEnjoy the following Chinglish-style translation:ChinglishChineseEnglishIf you hav

4、e trouble ask for the policeman.遇到紧急情况时请报警Call the police in case of emergency.Engine room is serious place.机房重地Engine room: No unauthorised access.Dont forget to take your thing.勿忘随身物。Dont forget your personal belongings.The price is very suitable for me.这个价格挺合适的。The price is right.Please Keep the

5、Environment sanitation请保持环境卫生Please Keep the Place Clean and TidySorry, we have no seats now.对不起，没座了。Sorry, no seats available.This website cant be visited temporarily.网站暂时无法访问。Website Temporarily Unavailable.I. The Basics of Language 1. Language VariationsLanguage: A symbolic code of communication

6、consisting of a set of sounds with understood meaning and a set of rules for constructing messages.There are usually variations within language groups: Dialect: the unique pronunciation, grammar,and vocabulary we use when speaking. Accent: a more specific mode of personal discourse characterized by

7、how people articulate certain words using a unique inflection or tone. Argot: a secret or covert vocabulary developed by an in-group to keep outsiders from understanding their message. Jargon: a type of code or specialized vocabulary that is shared among knowledgeable in-group members. Slang: design

8、ating those terms, used in instances of extreme informality, which serve as a means of marking social or linguistic identity. Branding: a phenomenon created in corporate marketing that frequently transcends language differences.Linguistics: It is one of the many ways to think about language. Semanti

9、cs It is the study of meaning, that is, how words communicate the meanings we intend in our communication. Syntactic It is the study of the structure or grammar of a language, that is, the rules for combining words into meaningful sentences. Pragmatics It is the study of how meaning is constructed i

10、n relation to receivers, how language is actually used in particular context in language communities. Phonetics It is the study of sound system of language how words are pronounced, which units of sounds are meaningful for specific language and which sounds are universal.2. Moving Between LanguagesB

11、ilingual: People who speak two languages.Multi-lingual: People who speak more than two languages.Translation: The process of producing a written text that refers to something said and written in another language. Original language text source text Translated text target textInterpretation: The proce

12、ss of verbally expressing what is said or written in another language. Simultaneous consecutive3. The Relationship Between Language and Culture1) The influence of culture on languagea. Language as a reflection of the environment Language reflects the environment in which we live. We label things tha

13、t are around us. (examples) The environment influences the development of technology, products, and the appropriate vocabulary. (examples)b. Language as reflection of values Language reflects cultural values. Language is a mirror of culture, because language reflects human relationships, reflects th

14、e way the society operates.e.g. KinshipChineseEnglish外祖母、祖母grandmother外祖父、祖父grandfather哥哥、弟弟brother姐姐、妹妹sister表哥、表姐、表弟、表妹、堂哥、堂姐、堂弟、堂妹cousin舅舅、叔叔uncle姑姑、阿姨aunt2) The Influence of language on cultureSapir-Whorf Hypothesis: Language not only serves as a mechanism for communication , but a guide to soci

15、al reality. Reality for a culture is discoverable in its language.Linguistic Determinism: Language structure controls thought and cultural norms The world as each of us knows it is to a large extent predetermined by the language of our culture The differences between languages represent basic differ

16、ences in the worldview of diverse cultures.II. Meanings of Words1. Denotational Meanings and Connotational MeaningsDenotational meaning: It refers to a definitional meaning depending upon our choice of word selection. Denotation means a dictionary definition.Connotational meaning: It refers to exten

17、ded meanings or associated meanings. Connotational meanings have developed over time through use by people and especially by poets and writers.2. Comparison between English and Chinese Some words have the same denotational and conntational meanings. There are also many words with the same denotation

18、al meanings but different connotational meanings. Both denotational and connotatinal meanings are different in many other words.(1) Animals and metaphors:ChineseEnglish 过着牛马般的生活 壮如牛 倔得像头牛 蠢得像头猪 那家伙像个泥鳅 摸老虎屁股 狼吞虎咽 骑虎难下 Lead a dogs life As strong as a horse As stubborn as a mule As stupid as a goose A

19、s slippery as an eel As twist the lions tail Makes a lions meal of Have a wolf by the ears(2) Cultural Associations of Color: CultureRedYellowGreenBlueEurope and North AmericaDangerCautionCowardiceSafetyGrowth and rebirthMasculinitySweetnesscalmJapanAngerDangerGraceNobilityChildish gaietyFutureYouth

20、EnergyvillainyChinaJoyCelebrationPowerHonorRoyaltyNo special associationNo special associationArabic countriesNo special associationHappinessprosperityFertilityvirtueStrengthFaithTruthe.g. In business doing Chinese businessmen hope to make a good beginning (开门红）. When business is in prosperity the i

21、nvestors can share the profit bonus （分红利）.To the staff member who makes remarkable achievements in the work the employer would give him or her a red paper envelop containing money as a gift（发红包）.An American agriculturalist, while visiting northern China, carried with him green caps bearing his compa

22、nys logo and passed them out to helpful Chinese. Not knowing the connotation of “green hat” in Chinese culture, which implies ones wife has an affair with another man, he was puzzled to see no on put on the cap he gave.(3) Number words:In China, 6 means everything goes smoothly for you. 8 mans to ma

23、ke a great fortune in the near future. In the West, 13 is most unwelcome because of its connection with the betrayal of Jesus Christ by Jodas Iscariot.(4) Sports and idioms:Many English idioms originate from sports.e.g. Team playersStep up to the plateGame planJocky itself into positionStriking outO

24、ut in the left field. Speech Acts and Politeness Across Cultures1. Pragmatic Rules and Politeness(1) Pragmatic failure: For Thomas, it is the inability to understand what is meant by what is said and is caused by pragmatic transfer. (2) Face and politenessa. Brown and Leveinson define face as an ind

25、ividuals self-esteem and further distinguish two kinds of face: positive and negative face. Positive face: the desire to be approved of.Negative face: the desire to be unimpeded in ones actions.b. Cooperative Principle (Grice) Quality Maxim: Truth Quantity Maxim: Information Relation Maxim: Relevanc

26、e Manner Maxim: Clarityc. Politeness Principle (G. Leech) Tact maxim Generosity maxim Approbation maxim Modesty maxim Agreement maxim Sympathy maxim2. Comparing Chinese and English Speech Acts(1) Address The arrangement of Chinese and English names. Kinship terms applied in address in Chinese. Occup

27、ational titles used as address terms in Chinese. The usage of the word “old” before or after the family name.e.g. “家大舍小令外人” 对人称自己的长辈和年长的平辈时冠以“家”，如家父（家严）、家母（家慈）、家叔、家兄等； 对人称比自己小的家人时冠以“舍”，如舍弟、舍妹、舍侄等；（舍，舍间，含有家里的意思。）。称别人家中的人，冠以“令”表示敬重，如令堂、令尊、令郎、令爱等。表示谦逊: 还可用“犬子”、“小女”、“足下”等。(2) Greeting and leave-takingCh

28、inese culture is relation-oriented. Maintaining or promoting relation calls for something interpersonal, so it is quite acceptable in China to greet each other by asking private questions, while English people have a very strong sense of privacy. It is a common practice for English-speaking people t

29、o greet friends every time they meet during the same day. Thus the same greeting How are you? may be repeated many times a day to the same friend, which seems to be redundant and hence unnecessary to a Chinese speaker. He may greet his friends just once in the morning Ninzao. To greet a stranger for

30、 the first time, he may just say Ninhao.(3) Invitation and responseThe act of inviting is a principal means by which a social commitment is usually arrived at. In both English and Chinese, invitations may be classified into two types. The first type is unambiguous invitations, which occur most frequ

31、ently between intimates. This type consists of complete invitations giving time, place, or activity and a request for a response. The second type is ambiguous invitations used between non-intimates.(4) Compliments and responseIn American culture, the topic of compliments can be varied. Their respons

32、e to compliments is positive. Chinese people are shy to compliment others and also shy to accept compliments. English speaking people, unlike Chinese, will accept compliments by giving a positive response like Thank you. To them, compliments are not expressions of pride or impoliteness. A native spe

33、aker of English will think it almost dishonest to deny an expression of a sentiment he agrees with. The Agreement Maxim The Modesty Maxim(5) Apologies and responseApologizing is a speech act addressed to the offended persons face-need and intended to remedy an offense for which the offender takes re

34、sponsibility, and thus to restore equilibrium between the two.Expressions of apology in Chinese are employed not only to apologize，but also to express gratitude. In contexts such as accepting a gift a Chinese recipient might say“让你破费了.” While an English recipient might say “Thank you”. When leaving

35、someones home a Chinese guest might show his gratitude by saying“真是给你们添麻烦了”，and an English guest might say “Thank you for a wonderful evening.” When thanking someone who has spent a lot of time in doing something for the thanker, a Chinese person often says“对不起, 浪费了您许多宝贵的时间.” and an English speaker

36、might say“Thank you very much. I appreciate your time.”Assignment: 1. Preview Part 4.2. Review the terms and key points in this part.5 mins: Warm up10 mins:Group study5 mins:Explanation 10 mins:Group study5 mins:Explanation 25 mins:Group study5 mins:Explanation 20 mins:Group study5 mins:教 学 程 序教学的基本

37、内容 (2)时间安排教学方法Review the terms in the previous part:DialectArgotBrandingLinguisticsPolitenessMulti-lingualismInterpretationSimutaneous. Discourse Pattern Across Cultures1. Cultural Thought Patterns (CTPs)(1) The first represents English language group, typifying the linear logical development of the

38、 English paragraph that begins with a topic statement, then develops that topic with related ideas supporting it, and at last makes a conclusion of the whole essay. Thus, English paragraph development is characterized by linearity, directness, clarity and logic.(2) The second diagram is the represen

39、tation of Semitic language group, which is composed of a series of forward-moving, zigzagged lines signifying parallelistic movements,(3) The third is the representation of the Oriental language group including Chinese, Japanese, Korean, Thailand, and so on.(4) The fourth is the representation of “R

40、omance” language group which is characterized as a digressive, back-and-forth zigzag, It means that “Romance” languages show much greater freedom to digress or to introduce extraneous material that is unrelated to English natives eyes.(5) The last diagram represents Russian language group, which is

41、similar to those of Romance languages since it allows for more digression from the topic than docs English, but the “Russian” diagram consists of dotted lines instead of solid lines, which signifies the higher tolerance for subordination in “Russian” paragraph development.2. Comparing Chinese and En

42、glish Discourse Patterns(1) Linear and nonlinear language: Linear language has a beginning and an end; is logical, and object oriented. Linear language, such as English, looks on time as a continuum of past, present and future. This view has affected communication patterns and business practices in

43、the United States; Nonlinear language is circular, tradition oriented and subjective, Nonlinear language such as Chinese, looks at time as cyclical and ever-repeating as ever-repeating pattern.(2) Deductive and inductive patterns: Induction is a reasoning process in which particular or minor points

44、move towards general or major topic. The inductive pattern-from the specific to the general. With inductive argument, specific or minor arguments are placed first and then the general statement as a conclusion will be reached. Deduction is a reasoning process in which general or major topic move tow

45、ards particular or minor points. The deductive pattern-from the general to the specific. For a deductive argument, a general statement or major topic is presented first followed by supporting specific statements. Chinese preference for inductive reasoning and Westerners preference for deductive reas

46、oning have great impact on both oral and written discourse patterns. Chinese tend to delay the topic in conversations or expository and persuasive writing. Native English speakers are more inclined to advance the topic directly. The difference in discourse pattern: the westerner to focus on the open

47、ing stages of the discourse as the most crucial; the Asian speaker will tend to look for the crucial points to occur somewhat later; there arise the unfair and prejudicial stereotypes of the “inscrutable” Asian or of the frank and rude westerner. A western speaker of English tends to expect a discou

48、rse strategy of opening the discussion with the introduction of the speakers main point so that other speakers may tenet to the topic and so that he or she can develop arguments in support as they are needed. Put form would be as follows;X comment, main point, or action suggested)because ofY lopic.

49、background, or reasons). Verbal Styles1. Characteristics of Verbal Styles(1) Indirect vs. direct(2) Elaborate, exacting and succinct(3) Contextual and personal(4) Affective and instrumentalVerbal StyleVariationMajor CharacteristicsCultures in Which It Is FocusedIndirect vs.DirectIndirectImplicit mes

50、sagesCollective, high contextDirectExplicit messagesIndividualistic, low contextSuccinct vs.ElaborateElaborateHigh quantity of talkModerate uncertainty avoidance, high contextExactingModerate amount of talkLow uncertainty avoidance, low contextSuccinct Low amount of talkHigh uncertainty avoidance, h

51、igh contextContextual vs. PersonalContextualFocus on the speaker and role relationshipsHigh power distance, collective, high contextPersonalFocus on the speaker and personal relationshipsLow power distance, individualistic, low contextAffective vs. InstrumentalAffectiveLanguage is process oriented a

52、nd receiver focusedCollective, high contextInstrumentalLanguage is goal oriented and sender focusedIndividualistic, low context2.Comparing Chinese and English Verbal Styles (1) American verbal style: directness and honesty two people: playing Ping-pong, tennis game more than two people double Ping-p

53、ong, tennis, or volleyball(2) Japanese verbal style: bowling wait for a turn (age, status, relationship)(3) Chinese verbal style indirectness, harmony, speaking less han xu, ting hua, ke qi, zi ji ren, mian zi. Case AnalysisPracticing EnglishOne night a Chinese student majoring in English sat on the

54、 steps of the foreign students residence and talked with two young male foreign students, one German and one American. They did not speak a word to her on their own initiative, but she asked many questions to get a conversation started. Every time they answered her with only one or two words. But she was determined to practice her English so she tried to keep the conversation going. “How do you spend your weekend?” she asked. The