3.05 Details, details

So, you know what it means to value diversity and to exhibit cultural sensitivity, but what are some specific situations in which you might need to do so? When people do not understand one another due to differences in communication, it definitely can cause misunderstandings. It’s easy to see that communication, both verbal and nonverbal, causes the greatest number of cultural sensitivity issues. In addition to communication, differences in cultural views, customs, and habits can also create problems. Consider the following cultural issues that commonly arise:

Language barriers. This problem is obvious. It’s difficult, if not impossible, to communicate with someone when you don’t speak the same language. Being culturally sensitive will not solve this problem; however, it’s important to at least make an effort to acknowledge the person. Nonverbal communication, such as a handshake or a smile, can go a long way. It’s also important to learn the person’s name, how to properly pronounce it, and how to spell it. Taking the time to address a person correctly is a good way to show your respect.

To learn more about how you can work through language barriers, check out this article by Kate Berardo “10 Strategies for Overcoming Language Barriers.” Links to an external site.

Nonverbal communication. Nonverbal communication includes tone of voice, touch, facial expressions, gestures, posture, symbols, and even dress and appearance. There can be very different meanings associated with body language and simple gestures. Look at the following examples:

• In the United States, businesspeople would never bow to each other before a meeting. But in Japan, this is customary and a sign of respect.
• It might seem totally normal for you to put your hands on your hips or in your pockets when you’re talking to a colleague, but in Turkey, these gestures would be considered rude.
• In Western culture, sitting with your legs crossed is a normal activity. But in certain countries such as Ghana, this would be quite offensive.
• The meaning of eye contact can vary widely from country to country—in some places, it’s extremely rude not to look people in the eye, while in other cultures, looking someone in the eye might be offensive!
• Hand gestures can have very different meanings in different cultures. For some examples, view the Pimsleur Approach video “American Hand Gestures in Different Cultures.”American Hand Gestures in Different Cultures - 7 Ways to Get Yourself in Trouble Abroad Links to an external site.
• Laughing and joking with friends at a restaurant is no big deal to you, but Europeans may perceive you as being too loud and aggressive.

It’s impossible to memorize every culture’s verbal and nonverbal “do’s” and “don’ts.” But, if you are traveling to another country or preparing to greet guests from a different culture, it’s wise to do some research and avoid potential conflicts.

Negotiation style. Every culture has its own way of doing business. Some cultures are more formal; others are informal. Some cultures view business deals as mere contracts, while others care about building strong relationships with their business partners. Some cultures prefer direct (or even confrontational) communication, while other cultures are more indirect. It can be easy to accidentally cause offense if you aren’t careful, so this is another area in which it’s important to do your research!

“These Diagrams Reveal How to Negotiate With People Around the World” Links to an external site. by Gus Lubin describes common negotiation styles of many countries. Although you shouldn’t necessarily assume that everyone you meet will fit the norms of his/her country, these charts still provide an interesting overview.

The value placed on individualism. Western culture places a high value on individualism. People are expected to “find their own way” and to work hard and receive credit for their achievements. Other cultures are geared more toward collectivism, or group accomplishments. If you are working in a group with someone from a collectivist culture and you take too much individual credit, that person may be offended.

The role of women. In Western culture, most people are used to having female supervisors. However, this isn’t the case in every culture. In many countries, women are not seen as equal to men—they may not be able to pursue higher education or hold certain careers. A male employee from this type of culture may have difficulty accepting the authority of a female supervisor or manager. This type of culture clash needs to be addressed quickly to stem any potential problems.

Relationships to time and space. Not every culture looks at time and space in the same way. Some cultures are very punctual; when someone says an appointment starts at 10 a.m., s/he means 10 a.m. on the dot. Other cultures view time as more approximate; being “late” to an appointment isn’t necessarily cause for alarm. You can see how these differences can create confusion and tension when it comes to business meetings!

Space can refer to both personal space and office or living space. Different cultures place varying importance on the amount of personal space that is appropriate. You can imagine the kinds of conflicts this can create. Also, the status symbol of a large office in Western culture doesn’t necessarily translate to other cultures. A manager from the United States may transfer overseas and not understand why s/he is given a tiny workspace.

Religious differences. Religion can be a sticky subject. Certain cultures are dominated by their religions in a way that can be difficult for those from Western culture to understand. Also, a person’s religion can affect many facets of his/her life, including eating habits, dress, and holidays. Preconceived notions about certain religions can create many conflicts between coworkers and friends.

Level of comfort with uncertainty. Do you know what you’re doing tomorrow? Next week? Next year? In many cultures, spontaneity and “flying by the seat of your pants” are perfectly acceptable. People in these cultures love a good surprise and don’t mind dealing with the unpredictable. In other cultures, however, people place a high value on certainty. They desire structure and clear direction. This can create conflict in groups and organizations, depending on management style.

Style of communication. Some cultures use direct communication and are very specific about what they mean when they speak. Other cultures are very indirect when communicating and expect the listener to understand an unspoken message. The Carlson School of Management video “Erin Meyer: Yes or No Questions When Working Internationally” offers examples: Erin Meyer: Yes or No Questions When Working Internationally - Global Matters Links to an external site.

Associations with color. As unbelievable as it may sound, the differing connotations of colors between cultures can cause problems, especially in business. For example, in Western culture, the color yellow is not well-liked. It is associated with cowardice or hazardous conditions. However, in Japan, yellow is the imperial color and is treated with respect and reverence. In the United States, black is the traditional color for mourning and funerals. But in many other countries, white is used for this purpose. Can you see how using certain colors on business cards or in advertisements that will be used in different cultures can be tricky business?

Read more about what different colors symbolize in different cultures by reading “Color Symbolism Chart by Culture” Links to an external site. by Jennifer Kyrnin.