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Contemporary Fiction
Solutions to the Crisis of
Intercultural Communication
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Intercultural Communication
Holliday, Adrian, Martin Hyde and John
Kullman, Intercultural Communication. An
Advanced Resource Book, Routledge,
Ne !or", #$$%&
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' Identity
' (therness
' (theri)ation' Representation
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Identity
' *he ay in hich e all +ring ith us our
on discourses and feelings of culture and
negotiate these in communication&
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(therness
' *he ay in hich something seems
strange or different&
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(theri)ation
' *he ay in hich e oer-generali)e,
stereotype and reduce the people e
communicate ith to something different
from or less than hat they are&
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Representation
' *he ay in hich culture is communicated
in society, through the media, professional
discourses and eeryday language&
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Culture
' A set of ideas, +eliefs, and ays of
+ehaing of a particular organi)ation or
group of people . youth culture&
' A set of ideas, +eliefs, and ays of
+ehaing of a particular society . the
Romanian culture&
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/hat gies people the sense of +elonging is
their +eing part either of0
' Community, class, gender, occupation,
ethnic group&
or
' Nationality&
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1ies of Culture
' 2ssentialist
' Non-essentialist
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2ssentialism
' 1ie of culture that presumes that there is
a uniersal essence, homogeneity and
unity in particular culture&
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Non-essentialism
' 1ie of culture that sees culture as a fluid,
creatie force hich +inds different
groupings and aspects of +ehaiour in
different ays, +oth constructing and
constructed +y people in a piecemeal
fashion to produce myriad com+inations&
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' *he lac" of "noledge of hat sort of
group a person +elongs to 3 *he
tendency to stereotype and otheri)e&
' 2thnocentrism 3 assuming the e4istence
of a norm against hich all difference is
seen as a deiation&
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' In a non-essentialist paradigm, the foreign
(ther should not +e loo"ed at as if loc"ed
in a separate foreign place&
' *he foreign (ther are people operating at
cultural +orders and their struggle for
identity is connected ith ho they are
seen +y people ho do not "no them&
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' Indiiduals at cultural +orders are not only
people moing +eteen different societies,
+ut also people moing +eteen small
cultures ithin a particular society&
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2thnocentrism
' 5lacing ourseles on a position ofsuperiority and discarding the other asinferior&
' Imagining someone as alien and differentfrom 6us7 in such a ay that 6they7 aree4cluded from 6our7 6normal7, 6superior7,
and 6ciili)ed7 group&' /e tend to define the person +efore eunderstand the person&
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' /hen people feel culturally threatened they tendto dra more heaily on certain culturalresources&
' /hen people are in a difficult, strangeenironment, they can close ran"s ande4aggerate specific aspects of their culturalidentity&
' !et hat people say a+out their cultural identityshould +e read as the image they ish to pro8ectat a particular time rather than as eidence of anessentialist national culture&
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' *he multiplicity of identities&
' *he creation of an identity card&
' *he mar"ing out of territory&
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' As indiiduals, e are mem+ers of a ast
num+er of different cultural groups 3 e hae a
multiplicity of identities& /ith each identity, e
hae a communal +ond ith a group of otherpeople&
' (ne can define oneself as a mem+er of an age
group, a nationality, an ethnic group, a social
class, a religion, a scout group, an aero+icsclass, a sports team, a school class group&
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' /hen playing a particular identity card,
one plays ith the cultural stereotypes
e4pected +y other mem+ers of the society&
' Identity is achieed through the s"illed
manipulation of discourses in the society&
9e&g& anti-slaery discourses changed the
ay the :lac" Africans ere perceied inthe American society;&
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' *he principle at the +asis of successfulcommunication is that e should try tounderstand people +efore e can
communicate ith them&' /e should also +e aare of the fact that
the tendency to reduce the foreign (ther isdeep ithin the roots of society in general&
' It is ery easy to misconstruct people fromother societies&
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' Stereotype
' 5re8udice
' (theri)ation' Culturism
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Stereotyping
' Ideal characteri)ation of the foreign (ther&
' Acts as a template, or as an ideal type,
against hich e can measure the
un"non&
' It could +e useful if it ere not infected +y
pre8udice, hich in turn leads to
otheri)ation&
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5re8udice
' Judgement made on the +asis of interest
rather than emergent eidence&
' An unreasona+le opinion or feeling,
especially the feeling of not li"ing a
particular group of people&
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(theri)ing
' Reducing the foreign (ther to less than
hat they are&
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Culturism
' Reducing the mem+ers of a group to the
predefined characteristics of a cultural
la+el&
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' Communication < cultural negotiation
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5olitical correctness
' Aareness of the poer our ords may
carry in the encounter ith the (ther&
' =naareness0
3 thin"ing you are +eing understanding
hen in fact you are patroni)ing>
3 false sharing>3 culturist language&
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' ?anguage has an essential role in
otheri)ation&
9e&g& 6tri+e7 or 6marriage practices7 in a
conersation +eteen an Australian and
an African +lac" oman;
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' 5olitical correctness has +een attac"ed
for0
@; 5reenting people from spea"ing their
minds and stating the o+ious>
#; :eing oer-sensitie to apparently
innocent language hich carries hidden
racist or se4ist references&
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:=*
' In intercultural communication politicalcorrectness is necessary +ecause eeryoneshould consider0
- the connections +eteen people, their +ehaiour
and generali)ations a+out the categories inhich e place people 9culture, gender, race;&
- the eidence hich is not connected to thesecategories&
- the fact that e tend to otheri)e and reduce acertain person to less than hat she he is +ymeans of a prescri+ed image of hat e thin"she he is&
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' In modern society, e are constantly fed
images of the foreign (ther +y teleision,
radio and the press&
' Many countries less ell "non to the
/est, usually in the deeloping orld, are
represented ery selectiely in orld
media in terms of their most salea+le,sensational, 6e4otic7 images&
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' It is strange that hile people may +e
naturally cynical a+out much of hat
media shos us, they may ell +e often
less critical of images of the 6e4otic7&
' *he representations in the media ill ery
largely respond to pu+lic demand& At the
heart of this demand is the desire toessentiali)e&
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' *he representations of the media cannot
+e disconnected from a political point of
ie hich depicts a derelict country in
need of rescue +y the /est&
' Buring colonial times, images of the South
and 2ast as deficit cultures ere often
constructed consciously or unconsciouslyto 8ustify the 6ciili)ing7 conuest&
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*he role of arts and literature
' *o help form indiidual representations&
' *o help the indiiduals form their on
images and +rea" aay from the
esta+lished essentialism&
' *o form more critical, creatie images&
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