Because culture permeates all forms of communication, it’s necessary to understand its influences if you’re to understand how communication works and master its skills. As illustrated throughout this text, culture influences communications of all types. It influences what you say to yourself and how you talk with friends, lovers, and family in everyday conversation. It influences how you interact in groups and how much importance you place on the group versus the individual. It influences the topics you talk about and the strategies you use in the workplace and in communicating information or in persuasion. And it influences how you use the media and the credibility you attribute to them. Success in communication—on your job and in your social life—will depend on your ability to communicate effectively with persons who are culturally different from yourself.
As demonstrated throughout this text, cultural differences exist across the communication spectrum—from the way you use eye contact to the way you develop or dissolve a relationship (Chang & Holt, 1996). But these should not blind you to the great number of similarities that also exist among even the most widely separated cultures. Close interpersonal relationships, for example, are common in all cultures, though they may be entered into for very different reasons by members of different cultures. Further, when reading about cultural differences, remember that these are usually matters of degree. Thus, most cultures value honesty, but not all value it to the same degree.
An emphasis on cultural awareness does not imply that you should accept all cultural practices or that all cultural practices are equal (Hatfield & Rapson, 1996). For example, cockfighting, foxhunting, and bullfighting are parts of the culture of some Latin American countries, England, and Spain, but you need not find these activities acceptable or equal to cultural practices in which animals are treated kindly. Further, a cultural emphasis does not imply that you have to accept or follow even the practices of your own culture. For example, even if the majority in your culture finds cockfighting acceptable, you need not agree with or follow the practice. Similarly, you can reject your culture’s values and beliefs; its religion or political system; or its attitudes toward people who are homeless, handicapped, or culturally different. Of course, going against your culture’s traditions and values is often very difficult. But it’s important to realize that although culture influences you, it does not determine your values or behavior. Often, for example, personality factors (such as your degree of assertiveness, extroversion, or optimism) will prove more influential than culture.
As demonstrated throughout this text, cultural differences exist across the communication spectrum—from the way you use eye contact to the way you develop or dissolve a relationship (Chang & Holt, 1996). But these should not blind you to the great number of similarities that also exist among even the most widely separated cultures. Close interpersonal relationships, for example, are common in all cultures, though they may be entered into for very different reasons by members of different cultures. Further, when reading about cultural differences, remember that these are usually matters of degree. Thus, most cultures value honesty, but not all value it to the same degree.
An emphasis on cultural awareness does not imply that you should accept all cultural practices or that all cultural practices are equal (Hatfield & Rapson, 1996). For example, cockfighting, foxhunting, and bullfighting are parts of the culture of some Latin American countries, England, and Spain, but you need not find these activities acceptable or equal to cultural practices in which animals are treated kindly. Further, a cultural emphasis does not imply that you have to accept or follow even the practices of your own culture. For example, even if the majority in your culture finds cockfighting acceptable, you need not agree with or follow the practice. Similarly, you can reject your culture’s values and beliefs; its religion or political system; or its attitudes toward people who are homeless, handicapped, or culturally different. Of course, going against your culture’s traditions and values is often very difficult. But it’s important to realize that although culture influences you, it does not determine your values or behavior. Often, for example, personality factors (such as your degree of assertiveness, extroversion, or optimism) will prove more influential than culture.
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