COMMUNICATING ACROSS COUNTRIES AND CULTURES / 301Recognizing change
The culture of any country is constantly
undergoing change. The clothing people
wear, the transportation they use, the
books they read, the topics they talk
about, and so on, all change over time.
This is due to the internal forces of
discovery, invention, and innovation; and
external forces, including the diffusion of
ideas from other cultures. Some cultures
change fast, while others evolve more
slowly, either by preference or because
they are more physically isolated.
Changes in culture are often reflected
in changes in the way people speak
and write; make sure that your own
communications reflect these changes.INVESTIGATE THE
SUBCULTURES
Virtually all large, complex
cultures contain subcultures.
These are small groups
of people with separate
and specialized interests
—essentially, they are
niche markets.Tip
CULTURE IS INGRAINED
Few of us would give a moment’s
thought to learning how to be a
part of the culture we have grown
up in. Our first culture is so
closely defined for each of us that
we’re barely aware that we have
one. Learning a second culture,
though, takes a purposeful effort.
CULTURE IS UNIVERSAL
All societies have an interest in passing along values
and norms to their children, thereby creating and
defining a culture. No matter where you travel,
you’ll find people with cultures that differ from the
one in which you grew up; noticing these differences
will strengthen your communications.CULTURES ALLOCATE VALUES
Some cultures engage in behaviors that
others might consider reprehensible.
Be careful never to cause offense when
communicating by inadvertently breaking
taboos or talking about matters that are
considered “off limits.”US_300-301_Comm_Across_Cultures.indd 301 30/05/16 3:05 pm