1. Chapter 8: Adapting Communication to Cultures and Social Communities
Megan Gratzer
Morgan Oglesby
Erin Flowers

2. Discussion Questions
Is it more important for society to be ordered or to provide personal freedom to its members?

3. Discussion Questions
Does winning a medal or honor reflect more on the receiving individual or the person’s family?

4. What are some key characteristics of our society?
Discussion Questions
What are some key characteristics of our society?

5. Culture
Definition: A way of life- a system of ideas, values, customs, and language that is passed from one generation to the next
It’s a part of everything we do, feel, and believe
Interconnected parts affect whole
No change is isolated from overall system

6. How Communication Relates to Culture
We learn culture through communication
Communication expresses, sustains, and alters culture
Shapes how you communicate
We acquire attitude as we interact with others, then reflect cultural teachings in the way we communicate
We learn culture through communication, not through studying native culture
Culture shapes how you communicate

7. Learning Culture Begins at Birth Learn both Verbal & Nonverbal
Exposed to Mass Communication to learn Language
We both consciously and unconsciously internalize our culture
People from different cultures communicate differently

8. Individualism in Culture
We can distinguish cultures by level of individualism
Communication reflects, expresses individualistic or collective values
2 types of Societies
individualistic – Low-context communication
Collective- High-context communication
Communication reflects Culture: Asians have larger vocabulary, more explanations of family bonds because they are a collective society; Whereas the Western World is individualistic so we do not have words for these bonds. The Western World have many more words referring to time than most cultures.
Low Context- Very direct, explicit and detailed
High Context- Indirect, Conveys meaning implicitly. Family context is also considered when communicating

9. Social Groups
Everyone belongs multiple social groups and minimum of one culture
Each identification we hold affects how we communicate
Most Societies have dominant mainstream way of life
Social Community: group of people who live in dominant culture, but belong to different social groups
Standpoint Theory
Identity Example: Gender, religion, ethnicity, etc.
Non Dominant: Non-Heterosexual, Non-Christian; Not granted social standing and legal rights of Heterosexuals.
Standpoint Theory: Social groups within culture shape perspective [Perception, Identity, Expectations]

10. Effects of Communication on Culture
Communication sustains culture, perpetuates values
Communication is a source of cultural change
Every time you communicate, you reinforce behavior of culture. Example: Western debate over politics reinforce individualistic values. Referencing breakdown of time (seconds) reinforces value of time
Cultural change: Refer to Page 168
VIDEO EXPLAINED: By having thanksgiving each year, we continue the cultural values of food, family and historical awareness
As an American watching the video your first reaction is to get defensive. This initiates cultural understanding (which is a part of cultural change) when we explain our motives and actions.

11. Adapting Communication to Diversity of Culture
Engage in Person-Centered Communication
Respect others feelings and Ideas
Resist Ethnocentric Bias
Recognize adapting to cultural diversity is a process
Resistance – rejection of beliefs
Assimilation – give up ways, adapt to dominant culture
Tolerance – acceptance of differences
Understanding – No cultural teachings are best or right
Respect – No longer judge, respect
Participation – Incorporate values and practices
Try to understand why rather than stewing in uncertainty. Ask questions, observe and remain objective. Consider their perspective, adapt as well as possible [ex. Don’t use idioms to communicate with someone who’s second language is English].
Ethnocentrism: tendency to regard ourselves / our way of life as “normal” and superior. This encourages negative judgment. Remain Culturally relative.
Only 20% of Americans have passports. Experiencing different perspectives would give us a greater understanding of differences. Multilingualism is an example completing the process of adapting to cultural diversity.

12. Class Activity

13. PLEASE NOTE: Chapter summarized from information found in: Wood, Julia T. (2014). Communication Mosaics: An Introduction to the Field of Communication. 7th Edition. Boston, MA: Wadsworth. These student lecture notes provide a brief summary of Wood’s discussion on verbal communication (chapter 4) while providing additional commentary and examples. The information in this slideshow is based on the work (content and organization) of Wood (2014).