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ETHNOCENTRIC REACTIONS
Although language and cultural differences are significant barriers to communication, these problems can be resolved if people maintain an open mind. Unfortunately, however, many of us have an ethnocentric reaction to people from other cultures—that is, we judge all other groups according to our own standards.
When we react ethnocentrically, we ignore the distinctions between our own culture and the other person's culture. We assume that others will react the same way we do, that they will operate from the same assumptions, and that they will use language and symbols in the "American" way. An ethnocentric reaction makes us lose sight of the possibility that our words and actions will be misunderstood, and it makes us more likely to misunderstand the behaviour of foreigners.
Generally, ethnocentric people are prone to stereotyping and prejudice:
They generalize about an entire group of people on the basis of sketchy evidence and then develop biased attitudes toward the group. As a consequence, they fail to see people as they really are. Instead of talking with Abdul Kar-hum, unique human being, they talk to an Arab. Although they have never met an Arab before, they may already believe that all Arabs are, say, hagglers. The personal qualities of Abdul Kar-hum become insignificant in the face of such preconceptions. Everything he says and does will be forced to fit the preconceived image.
Bear in mind that Americans are not the only people in the world who are prone to ethnocentrism. Often, both parties are guilty of stereotyping and prejudice. Neither is open-minded about the other. Little wonder, then, that misunderstandings arise. Fortunately, a healthy dose of tolerance can prevent a lot of problems.
TIPS FOR COMMUNICATING WITH PEOPLE FROM OTHER CULTURES
We may never completely overcome linguistic and cultural barriers or totally erase ethnocentric tendencies, but we can communicate effectively with people from other cultures if we work at it.
LEARNING ABOUT A CULTURE
The best way to prepare yourself to do business with people from another culture is to study their culture in advance. If you plan to live in another country or to do business there repeatedly, learn the language. The same holds true if you must work closely with a subculture that has its own language, such as Vietnamese Americans or the Hispanic Americans that Vons is trying to reach. Even if you end up transacting business in English, you show respect by making the effort to learn the language. In addition, you will learn something about the culture and its customs in the process. If you do not have the time or opportunity to learn the language, at least learn a few words.
Also reading books and articles about the culture and talking to people who have dealt with its members, preferably people who have done business with them very helpful. Concentrating on learning something about their history, religion, politics, and customs, without ignoring the practical details either. In that regard, you should know something about another country's weather conditions, health-care facilities, money, transportation, communications, and customs regulations.
Also find out about a country's subcultures, especially its business subculture. Does the business world have its own rules and protocol? Who makes decisions? How are negotiations usually conducted? Is gift giving expected? What is the etiquette for exchanging business cards? What is the appropriate attire for attending a business meeting? Seasoned business travellers suggest the following:
• In Spain, let a handshake last five to seven strokes; pulling away too soon may be interpreted as a sign of rejection. In France, however, the preferred handshake is a single stroke.
• Never give a gift of liquor in Arab countries.
• In England, never stick pens or other objects in your front suit pocket.;
doing so is considered gauche.
Реферат опубликован: 20/02/2007