Chapter SixWriting for International Readers

Establishing a Perspective on International Communication

Cultures vary, but one is not superior. Audience ground rules are your guide. U.S. culture is dramatically different from most

other cultures. Everyone is “ethno-centric,” thinking his/her

culture is the best.

Understanding Readers from Various Cultures

Individualism vs. collectivism: valuing either individuals or groups

Separation of business and private relationships Power distance between social ranks Universal or relative view of truth Whether the entire message is contained within

the text

Understanding Readers from Various Cultures

Whether uncertainty is to be avoided or accepted

The power and value of time Masculine vs. feminine

International Audiences and Cultural Differences

Achievement EmphasisIndividual Collective

TimeHurried Slower Paced

Professional RelationshipsBusiness-like Personal

Power RelationshipsQuestioned Highly Respected

TruthRelative Absolute

Sample Cultural Dimension ScoresCountry Individualism Power

DistanceUncertainty Avoiding

Masculinity

USA 91 40 46 62

Great Britain

89 35 35 66

South Africa

65 49 49 63

Israel 54 13 81 47

Japan 46 54 92 95

Organizing a U.S. Business Letter According to Reader Expectations

News up front Support in the body Requested action in the closing

Main point

Supporting information or explanation

Tells reader what to do next

Organizing a Pakistani Business Letter According to Reader Expectations

Rapport building first Suggested purpose last

Formal establishment of rapport

Suggest purpose of message

Organizing a Mexican Business Letter According to Reader Expectations

Introduction to establish rapport

Background development News in the middle More development

follows Conclusion re-

establishes rapport

News

Introduction-Comments establishingrapport

Background development

Development

Conclusion-Commentsestablishing rapport

Culture and Graphics GuidelinesDo . . . Use arrows or numbers to show directions of

flow in graphics. Think about which side of the page is the more

prominent placement. Use plain typefaces. Use graphics that are internationally recognized. Use black and white rather than colors if

possible.

Culture and Graphics Guidelines Use gender-neutral clip art and other

representations. Determine how fluent in English your audience

is and write accordingly. Use page design carefully. Expect common formats to vary with cultures.

Culture and Graphics GuidelinesDon’t . . . Use acronyms, abbreviations, jargon, slang, and

colloquialisms. Attempt to use humor. Use graphics that provoke strongly different

interpretations in different cultures. Use graphics that depict hand gestures.