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Intercultural understanding is the ability to understand and value cultural differences. Language is an example of an important cultural component that is linked to intercultural understanding. [8] Intercultural communication is something that is not just needed in the United States, but it is also needed in many other parts of the world.
In 1965 Hofstede founded the personnel research department of IBM Europe (which he managed until 1971). Between 1967 and 1973, he executed a large survey study regarding national values differences across the worldwide subsidiaries of this multinational corporation: he compared the answers of 117,000 IBM matched employees samples on the same attitude survey in different countries.
These principles are based upon normative rules, values and needs of individuals, understanding ethics within cultural communication and overcoming pre-existing cultural assumptions towards one another. For these purposes, culture is a shared system of symbols, beliefs, attitudes, values, expectations, and norms of behaviour. [3]
For example, Chinese automobile advertisements, which are found to belong to the high-context category, characterized by vagueness and implicitness. Much of the information is brought in the context of the publicity, that includes also shared history, relationships, and cultural norms/values (for example, Chinese poetry).
Cultural communication can also be referred to as intercultural communication and cross-cultural communication. Cultures are grouped together by a set of similar beliefs, values, traditions, and expectations which call all contribute to differences in communication between individuals of different cultures. [2]
Bennett developed the framework of the model to show the intercultural sensitivity a person may experience. Intercultural sensitivity is defined as an individual's ability to develop emotion towards understanding and appreciating cultural differences that promotes appropriate and effective behavior in intercultural communication" [32] [4]
A neutral culture is a culture in which emotions are held in check whereas an emotional culture is a culture in which emotions are expressed openly and naturally. Neutral cultures that come rapidly to mind are those of the Japanese and British. Some examples of high emotional cultures are the Netherlands, Mexico, Italy, Israel and Spain.
SIETAR is an educational membership organization for those professionals who are concerned with the challenges and rewards of intercultural relations. SIETAR was founded in the United States in 1974 by a few dedicated individuals to draw together professionals engaged in various forms of intercultural learning and engagement research and training.