Correlation Between Culture And Communication.

Correlation between culture and communication.

Introduction.

The term culture and communication are intertwined with each other, in this way society has an identity which makes them different from each other. The culture of a people makes it characteristic and allows people to criticize and form based on the norms and values that it has. Customs, festivities, behaviors, language, beliefs, attitudes, clothing among many other forms of expression are inherent to it and that is why cultural identity is formed. 

The family is one of the main pillars of culture because thanks to this all these behaviors are taught. Families form societies and peoples and thus shape a great pattern that contains multiplicity of variables that make up the culture. Communication has long allowed to express different situation to peoples, then communication is the one who transmits the different concepts, values, beliefs, ideals, thoughts, etc., that result from culture. As an example we have the oral tradition where the stories were passed from generation to generation because the grandparents, family and people of the common were telling them wherever they were.

Verbal and nonverbal communication permeates all contexts where we develop is why in business it plays an important role since with a good development of this one can specify a negotiation. Several authors have raised different theories that argue about how culture and various factors, among those communication benefit or affect a negotiation process in international terms.

Developing.

The concept of intercultural communication refers to the process of human communication when it occurs between individuals or groups that have lived different cultural experiences. From the point of view of business it is important.

Hofstede, states that the purchase, consumption, relationship between different companies and individuals are subject to the behavior, norms, traditions and social values that are developed in that environment, which differentiate it and distinguish it from thethe rest. Therefore, it is an obligation for companies and individuals conducting a cautious study of the foreign businessman and consumer, in order to define the different strategies to implement and achieve acceptance through the fulfillment of the expectations and wishes of the same. 

In the same way, it requires having broad policies understanding and tolerance on cultural, social, economic differences and adapting to them so that the benefit to be obtained is mutual. Hofstede with its theory of 5 dimensions allows us to understand how the behavior of individuals from different cultures affects business. The first parameter is the distance to power and is measured by the degree of acceptability that the least powerful members of the organizations or institutions of a society have in relation to the unequal distribution of power.

In other words, the "distance to power" parameter measures the degree of inequality that a certain culture is willing to accept. Societies with a distance to reduced power are the least tolerance towards inequalities. Therefore, individuals in authority must be able to legitimize their power before society. These societies are suspicious of hierarchies and intend to have pluralistic and less corrupt governments. In societies with a distance to the highest power, the relationship between the older members of society and the youngest is based on a deep respect and fear. 

Inequality is considered an intrinsic element of society, in which authority should not be justified. If this parameter is applied to the work world, in companies located in countries with a distance to high power, the lowest rank employees are not part of decision making, but must comply with orders. 

In the first dimension the distance of being able to see how communication is given within the organization and how it can benefit or affect us, this because according to the degree of hierarchy or responsibilities we can assume that so much control we can have at the time of takingdecisions as well as trying to predict with which member of the company we will find ourselves to discuss a business;such as the administrator or owner of the company or an person in charge who has delegated this responsibility. On the other hand, knowing how close or far from the central command we can assume that so much participation we will have as a partner or negotiating when establishing agreements or making decisions if said business arose effect.

The second criterion that defines the different cultures set by Hofstede is the aversion to uncertainty This parameter measures the degree of tolerance that the various societies have towards the uncertain, unknown, unexpected or that simply leave the common situations. Societies with low tolerance should avoid situations through strict codes of conduct and a large number of laws and norms. These societies yearn for security, clarity and structure, and show greater levels of stress and anxiety than societies with superior tolerance.

Individuals belonging to cultures that are located at the opposite end accept uncertainties and see unexpected elements as an innovation factor, not as a threat. Hofstede argues that this group is more tolerant and contemplative, and is guided less for emotions than societies with low uncertainty tolerance.

For business uncertainty and risk have an important role since an investment is at stake which seek to protect at all costs. A society or negotiating group with high aversion to uncertainty will be more reluctant when accepting a proposal and therefore they will be made more entering to specify lake;On the contrary when e is of low aversion to uncertainty, the company will understand the proposals and perhaps this willing to negotiate even when there are different risks

According to Hofestede, societies can also be divided into collectivists and individualists. In collectivist cultures, individuals offer to develop strong links with their circle, which generally includes the most expanded family, and show a loyal character. These individuals will protect and help each other, while those who belong to the most individualistic societies do not trust the unconditional help of their relatives, and put professional life before social life to social life. 

While members of collectivist societies aspire to belong to the group, members of individualistic societies respect and prefer their right to privacy. Hofstede indicates that, according to the results of their studies, western countries and use individualism, speaking of individualism and collectivism we can determine how integrated the work team is with which we intend to negotiate, know how to express themselves and know in what tone and setSpeak, equivalent to saying, I, they, we play an important role when approaching the other negotiator with us or if on the contrary it is better to do it a little more personal. 

Either, it also influences by integrating other negotiating members or by forming a work team which has individual or collective approaches. The fourth dimension of the Hofstede model refers to the masculinity and femininity of a society. Male/ female dichotomy does not refer to the characteristics of individuals, but to the degree to which a society has more characteristic features of the male or female gender. 

The qualities attributed to the male gender are competitiveness, firmness and admiration for strong. Societies that gather these attributes tend to differentiate between sexes and put professional life before the family. At the other end of the spectrum, modesty and solidarity are located, qualities attributable to the female gender. Female societies do not have a differentiation of roles between sexes as marked as the masculine ones, since both women and men are expected of a certain level of solidarity. These cultures feel sympathy for the weak, are not controversial or belligerent and value the balance between family and work.

In this sense it is important to recognize what type of male or female parameter has the society or negotiating group since with this information you can know what the most appropriate behaviors will be to face the situation, determine that firmness will be discussed and the alternatives will be proposed, modulate gesture and tone when speaking or if on the contrary it is more tolerant to the proposals given.

Societies with a long -term oriented culture show qualities such as perseverance, the tendency to save, and a great degree of adaptability. Individuals belonging to cultures with a short -term orientation, on the other hand, are traditional, value stability, live in the present, but tend to "social spending", that is, to spend money to raise their social status in eyes to eyesof others

This is a primary dimension since it allows entrepreneurs-Gain if it is in the long term or win-perder if it is short so that it is not affected.

With respect to administration and planning, they are culturally restricted, since the effectiveness of a culture is determined according to its value system, where management adapted to local culture is required. So for effective planning and management, there is a need for anthropological concepts in the field of administration. At the time of operating with subsidiaries in another country, decisions must be analyzed through the acculturation process and adapt to national culture, the strategic decisions of multinationals must be taken in relation to the co -social culture and national culture and. 

People behave differently in different cultures, entering different cultures promotes understanding and how to organize;Multicultural teams improve, decrease lack of understanding and promote collaboration between businesses through several cultures. Business leaders must recognize the importance and influence of different cultures;Different cultures should influence the mission and vision of organizations and not only the matril nationality of companies.

One of the most important considerations to take into account in the field of international business, is the physical distance between countries, as well as that between regions within the same country, since it implies that cultural dimensions vary;in such a way that cultural homogeneity in business must also be evaluated at the regional level and by zone . 

Thus, communication is a key factor in carrying out international trade negotiations effectively, being the cultural process, useful for transmitting information, through its six stages: knowing, understanding, applying, analyzing, synthesizing and evaluating. Culture affects all aspects of negotiation behavior;including the five stages of the negotiation process: 

1. The establishment of the agenda, the programming of the negotiation process.
2. The information processing. 
3. The communication. 
4. Negotiation tactics.
5. The development of negotiation .

Edward t. Hall was the pioneer of both the systematic study of culture and communication and the concept of proxemics, that is, the description and measurement of people’s physical distance while interacting with each other. Cultures with a high level of territoriality show greater interest in property, establishing clear limits between neighbors. In these cultures, coworkers care more about the materials that are their property, and like to establish limits between their workplace (their table) and that of the partner.

Little territoriality cultures lend less importance to their own property, so they have a greater tendency to share. The cultures of high territoriality are intended to be of low context, whose meaning will be explained below, and, on the contrary, those of territoriality of high context. Those of high context are those that are inclined to what exclusively cultures are called the "unwritten rules". There are certain contextual elements that help individuals understand the norms, and certain behaviors are given by assumptions. 

If a foreigner tries to communicate in a culture of high context without having prior knowledge about the unwritten norms and rules of the host country, it could have difficulties when adapting. The communicative style of the high context is usually implicit, metaphorical and indirect, with a great emphasis on nonverbal communication. Individuals belonging to these are more reserved, but they are flexible and have important links with their community and with 13 their families. 

Conclusions.

In context cultures under the norms, laws and messages are explicit, simple and clear. Sincerity and clear answers prevail. These cultures give more importance to the use of time, which is reflected in their organizing capacity. For a foreign, although informed, it would be easier to understand the norms of behavior in a low context culture.

 Finally, Hall explains the conception of time. Cultures with a monochronic conception of time highlight the importance of investing all the effort in a task until it is finished, before moving on to the next. These cultures prioritize work and concentration in the present task. On the contrary, cultures that have a polychronous conception of time are distracted more easily and prioritize interpersonal relationships to work. People belonging to these cultures perform several tasks at the same time and have a less strict relationship with respect to time and, usually, be a higher context.