Chapter Six Writing for International Readers

Establishing a Perspective on International Communication Cultures vary, but one is not superior. Audience ground rules are your guide. U.S. culture is dramatically different from most other cultures. Everyone is “ethno-centric,” thinking his/her culture is the best.

Understanding Readers from Various Cultures Individualism vs. collectivism: valuing either individuals or groups Separation of business and private relationships Power distance between social ranks Universal or relative view of truth Whether the entire message is contained within the text

Understanding Readers from Various Cultures Whether uncertainty is to be avoided or accepted The power and value of time Masculine vs. feminine

International Audiences and Cultural Differences Achievement Emphasis Individual Collective Time Hurried Slower Paced Professional Relationships Business-like Personal Power Relationships Questioned Highly Respected Truth Relative Absolute

Sample Cultural Dimension Scores CountryIndividualismPower Distance Uncertainty Avoiding Masculinity USA Great Britain South Africa Israel Japan

Organizing a U.S. Business Letter According to Reader Expectations News up front Support in the body Requested action in the closing Main point Supporting information or explanation Tells reader what to do next

Organizing a Pakistani Business Letter According to Reader Expectations Rapport building first Suggested purpose last Formal establishment of rapport Suggest purpose of message

Organizing a Mexican Business Letter According to Reader Expectations Introduction to establish rapport Background development News in the middle More development follows Conclusion re- establishes rapport News Introduction-Comments establishing rapport Background development Development Conclusion-Comments establishing rapport

Culture and Graphics Guidelines Do... Use arrows or numbers to show directions of flow in graphics. Think about which side of the page is the more prominent placement. Use plain typefaces. Use graphics that are internationally recognized. Use black and white rather than colors if possible.

Culture and Graphics Guidelines Use gender-neutral clip art and other representations. Determine how fluent in English your audience is and write accordingly. Use page design carefully. Expect common formats to vary with cultures.

Culture and Graphics Guidelines Don’t... Use acronyms, abbreviations, jargon, slang, and colloquialisms. Attempt to use humor. Use graphics that provoke strongly different interpretations in different cultures. Use graphics that depict hand gestures.