Reading Material 12　Intercultural Communication Principles

Intercultural communication principles guide the process of exchanging meaningful and unambiguous information across cultural boundaries，in a way that preserves mutual respect and minimizes antagonism.For these purposes，culture is a shared system of symbols，beliefs，attitudes，values，expectations，and norms of behavior.It refers to coherent groups of people whether resident wholly or partly within state territories，or existing without residence in any particular territory.Hence，these principles may have equal relevance when a tourist seeks help，where two well-established independent corporations attempt to merge their operations，and where politicians attempt to negotiate world peace.Two factors have raised the importance of this topic:

(1)Improvements in communication and transportation technology have made it possible for previously stable cultures to meet in unstructured situations，e.g.，the Internet opens lines of communication without mediation，while budget airlines transplant ordinary citizens into unfamiliar milieux.Experience proves that merely crossing cultural boundaries can be considered threatening，while positive attempts to interact may provoke defensive responses.Misunderstanding maybe compounded by either an exaggerated sensitivity to possible slights，or an exaggerated and over-protective fear of giving offence.

(2)Some groups believe that the phenomenon of globalization has reduced cultural diversity and so reduced the opportunity for misunderstandings，but characterizing people as a homogeneous market is simplistic.One product or brand only appeals to the material aspirations of one self-selecting group of buyers，and its sales performance will not affect the vast multiplicity of factors that may separate the cultures.

It is essential that people research the cultures and communication conventions of those whom they propose to meet.This will minimize the risk of making the elementary mistakes.It is also prudent to set a clear agenda so that everyone understands the nature and purpose of the interaction.When language skills areunequal，clarifying one's meaning in five ways will improve communication:

(1)To avoid using slang and idioms，choosing words that will convey only the most specific denotative meaning.

(2)To listen carefully and，if in doubt，ask for confirmation of understanding (particularly important if local accents and pronunciation are a problem)．

(3)To recognize that accenting and intonation can cause meaning to vary significantly.

(4)To respect the local communication formalities and styles，and watch for any changes in body language.

(5)To investigate their culture's perception of your culture by reading literature about your culture through their eyes before entering into communication with them.This will allow you to prepare yourself for projected views of your culture，you will be bearing as a visitor in their culture.

If it is not possible to learn the other's language，it is expedient to show some respect by learning a few words.In all important exchanges，a translator can convey the message.

When writing，the choice of words represent the relationship between the reader and the writer，so more thought and care should be invested in the text since it may well be thoroughly analyzed by the recipient.