1.3.2 Focus on Culture: Intercultural Competence

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Intercultural Competence

When Pepsi first began selling in China, their advertising slogan, “Come alive—You’re the Pepsi Generation!” was mistranslated as, “Resurrect! Your body will be made of Pepsi!” Clairol’s “Mist Stick” curling iron had great sales around the world except in Germany, where “mist” is slang for manure (the company was unwittingly marketing a “poop stick”).

Intercultural communication challenges aren’t limited to language. Gestures in the United States and Canada such as the “OK” sign (thumb and index finger touching) and “thumbs-up” are considered obscenities in many countries.

Throughout this text, we discuss cultural differences in communication and how you can best adapt to them. Such skills are essential, given that hundreds of thousands of college students choose to pursue their studies overseas, international travel is increasingly common, and technology continues to connect people worldwide. As a starting point for building your intercultural competence, consider these suggestions:

  1. Think globally. If the world’s population was reduced in scale to 1,000 people, only 56 would be from Canada, Mexico, and the United States.
  2. Learn appropriateness. Take the time to learn the practices of other cultures before interacting with people from them.
  3. Be respectfully inquisitive. When you’re unsure about how to communicate, politely ask. People will view you as competent—even if you make mistakes—when you sincerely try to learn and abide by their cultural expectations.
  4. Use simple language. Avoid slang and jargon. A phrase like “Let’s cut to the chase” may make sense if you’re originally from Canada or the United States, but won’t necessarily be understood elsewhere.
  5. Be patient with yourself, and others. Becoming inter-culturally competent is a lifelong journey, not a short-term achievement.

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