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Jim Brantley Business Specialist |
Jim Brantley is a Business English specialist from Port Saint Lucie in Florida, USA. The next goal on his horizon is to bring his cross-cultural communications consultancy to Russia. |
| Jim Brantley shares his expert knowledge of a growing area in Business EFL/ESL; Cross Cultural Communication. | ||
What use is language without culture?
Globalization, bi-lateral business ventures, and cross cultural management teams are terms which are rapidly becoming a part of the business world's lexicon. In today's highly competitive market, the bottom line demands diversity and the willingness to go where the labor market will best support the endeavor. However, although weights, measures, and currency can be universally understood because they are standardized, one of the most important necessities is just beginning to receive the attention it deserves.
The initial concept was simple; establish an operation in a foreign country, teach key employees how to speak English, and it's just a matter of communicating directions. Unfortunately, regardless of pre-planning, marketing, and financing, many of these well supported ventures failed, and continue to do so. The problem does not lie in the corporation's concepts, but in the misguided idea that talking is communicating.
I teach Business English, but more importantly I am a consultant specializing in Cross Cultural Communications. Teaching English as a foreign language, or a second language, is certainly necessary. On the other hand, a measure of competence in the language alone leaves the employee ill prepared to enter the English speaking business community, and far from being an effective communicator.
There are four basic phases each person must successfully assimilate prior to being an efficient communicator in English, especially Business English.
1. The code: All languages are codes. The spoken or written words can be understood only to the extent that the speaker (encoder) and listener (decoder) share the same frames of reference. The process of communicating can be profoundly affected by differing cultural conventions, norms, meanings, assumptions, ideals and perceptions. Comprehending what the speaker said vs. what he/she meant can be, and often is, two different worlds. This is also true of non-verbal communications, such as body language, and business protocol.
As an example, consider the common handshake. Americans prefer a firm handshake and make eye contact when greeting. In many countries, Mexico for instance, these actions might be considered aggressive, and inappropriate. Business protocol in countries such as Japan can be highly ritualized, and exclude making any physical contact at all. Every action, whether it is verbal, written, or visual, carries unseen hazards for those not properly prepared.
2. Understanding the culture: Researching the culture will go a long way towards helping you better communicate. However, research and knowledge do not equate to understanding. There are over 60 different dialects of English spoken worldwide. Couple this with hundreds of different cultures, and it is easy to see how understanding can only be achieved by arriving at a common reference point. This is where the English teacher ends, and the Cultural Consultant begins.
3. Reducing Barriers: The Cultural Consultant uses a variety of tools, such as Active Listening, Transactional Analysis, Role Playing and Conflict Resolution Techniques to advance the employees' language skills and cultural awareness. Properly administered, in a carefully controlled learning environment, these tools enhance the student's ability to overcome cultural barriers. Which, in turn, aids the student in understanding the entire spectrum of the communications process he/she will be using.
4. Internalization: The most effective communicators have internalized both the language and, to a large extent, the culture. However, even non-natives born and raised in a foreign country seldom reach full acculturation. The best consultants can truly smooth the road for businesses involved in cross cultural ventures, especially when those ventures involve cross cultural management.
Most business ventures crossing cultural lines face the number one issue responsible for the failure of such ventures - cultural conflict. Forward looking corporations are finding that contracting Cultural Consultants is a prudent investment. Even if the companies' key employees are Americans being transferred onto foreign soil, the better prepared companies are providing cultural awareness / sensitivity programs. This allows a smoother transition and reduced culture shock, resulting in greatly enhanced productivity.
It should be noted that, should cross cultural management teams be involved, it is imperative to engage the home corporation, as well as the host country, in this process. Doing so will lead to a better understanding by the participants of his/her counterpart, and greatly reduce conflict by establishing common frames of reference.
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