26 Part 1 Basic Communication ProcessesThe Cultural Context
Finally, we must discuss the fact that all communication takes place within
the powerful context of the surrounding culture, represented by the outermost
sphere of the competent communication model. Culture is the backdrop for
the situation, the relationship, and the communicators themselves. As you will
learn in Chapter 5, the communication aspects of culture encompass more than
nationality; culture also includes race, gender, religion, sexual orientation, group
identities, and so on. This cultural “mix” can create tensions and challenges, but
also incredible opportunities (Sprain & Boromisza-Habashi, 2013).
Culture influences which of our messages are considered to be appropriate
and effective and strongly affects our cognitions. For example, Hannah comes
from a culture that shows respect for elders by not questioning their author-
ity and by cherishing possessions that have been passed down in the family for
generations. Cole, by contrast, was raised in a culture that encourages him to
talk back to and question elders and that values new possessions over old ones.
Both Hannah and Cole view their own behaviors as natural and may view the
other’s behavior as odd or abnormal. If they are to become friends, colleagues,
or romantic partners, each would benefit from becoming sensitive to the other’s
cultural background.
Cultural identity—how individuals view themselves as members of a spe-
cific culture—influences the communication choices people make and how they
interpret the messages they receive from others (Lindsley, 1999). Cultural iden-
tity is reinforced by the messages people receive from those in similar cultures. In
our example, both Hannah’s and Cole’s cognitions have been reinforced by their
respective friends and family, who share their cultural identity.The Study of Communication
If you’ve never studied communication before, right now you might feel like
you know more about messages and relationships and communication contexts
than you ever thought you’d need to know! But there is still so much more to
study that can profoundly affect your friendships, romantic relationships, group
memberships, career, and overall success in life. You’ve seen that communicating
well—effectively, appropriately, and ethically—is not an innate ability; it is a
process we can all improve on throughout our lives.
So what’s behind this discipline? What do communication scholars (like the
authors of this book) do? Well, in democracies from ancient Greece to the United
States, scholars realized early on that communication was the key to participation
in government and civic life. Rhetoric (the art of speaking) has been considered a
crucial aspect of a well-rounded education from Aristotle to this day ( Simonson,
Peck, Craig, & Jackson, 2013). Public speaking was taught in America’s first univer-
sities, partly to reinforce the powerful effect that speaking out can have on society
(Dues & Brown, 2004). A similar concern for the public’s welfare lay behind the
addition of professional journalism courses to university curricula early in the
twentieth century. At that time, the sensationalistic excesses of the “penny press”
highlighted the need for news writers who were trained in both the technical
aspects of reporting and the ethical responsibilities of journalists in a free society.CONNECT
Organizations also develop
their own cultures, which
have a huge impact on
communication. You might
work for a company that
encourages casual dress,
informal meetings, and
the ability to openly share
thoughts with manage-
ment. Or you might work
for an organization that is
more formal and hierarchi-
cal. Your communication
needs to be adjusted to be
competent in a particular
organizational culture, a
point we address in
Chapter 11.