Intercultural Communication Introduction By Guan Shijie Peking University

Intercultural Communication Introduction By Guan Shijie Peking University May 6 2009

Presentation titles and reading l l l l l Lecture 1: Introduction: Intercultural communication Reading: Guo-ming Chen & William J. Starosta, Foundation of Intercultural Communication, Allyn & Bacon, 1998, Chapter 1 -2, pp. 1 -30. Lecture 2: Languages and intercultural communication Reading: Samovar, Larry and Poeter, Richard E. Communication between cultures, Wadsworth Publishing company, California, 2004, Chapter 4 -5, pp. 138 -200. Lecture 3: Thinking patterns and intercultural communication Reading: Nisbett, richard E. , The geography of thought: how Asians and Westerners think differently…and why, New York: Free Press, 2003, chapter 6 -7, pp. 137 -165. Lecture 4: Values and intercultural communication Readings: Linell Davis, Doing Culture: Cross-cultural communication in Action, Foreign language Teaching and Research Press, Beijing, China, 2001, Chapter 1112, pp. 137 -238.

Map of the World

Beijing

Peking University

My Family

My family

My wife and granddaughter in Thailand

outline l l I. Why we need to study intercultural communication? l II. The Chronological Development of intercultural communication Study l III. Culture and Communication in Intercultural Communication Study

I. Why we need to study intercultural communication? 1. The coming of intensive intercultural communication period l From Lao Tse’s ideal (people do not visit each other all their lives, through the crowing of their cocks and the barking of their dogs are within hearing of each other) , stated two thousand years ago, to global village forecast by Marshall Mc. Luhan, the wheel of human history has moved us forward from isolation to integration. (As the swine flu outbreak influence all over the world) l

People in Global Village Pictures of the open ceremony of Olympic Games 2008,

You and me, from one world, we are family. . .

l l There is a long history with the intercultural communication, but it is quite a different thing now. What make this tremendous change?

l l Technological Development, Globalization of the Economy, Widespread Population Migrations, Development of Multiculturalism

l l l Space: the communication mode switches from vertical to more horizontal; the world is getting smaller. Time: the information transference speeds up. Participants: more common people come into contact on a daily basis.

2. Time Calls for Intercultural Communication Ability and Cultural Consciousness A）New century calls for intercultural communication ability The ability of intercultural communication reduces misunderstandings. l The communication increases more than ever and so is the interdependence objectively; the clashes and conflicts grow too. If we are here to survive and develop in this new world and social pattern, we need to study intercultural communication to deal with all the clashes and conflicts. Cultural difference is one of causations that make the conflict between communities.

l l small misunderstanding affects harmonious interpersonal relationship: losing a friend middle misunderstanding affects work: losing an opportunity big misunderstanding affects national policies and international disputes: “caricature event” huge misunderstanding takes lives：nuclear bombs in Hiroshima and Nagasaki in 1945

The Caricature Event in Demark, 2005 -2006,

Huge misunderstanding: Nuclear Bombs in Hiroshima and Nagasaki in 1945

l How we should develop the relationship among persons, groups, cultures and nations largely depends on the knowledge, wisdom and cultural background of the participants.

The ability of intercultural communication is a prerequisite for us now UNESCO’s “Four Pillars of Education” Learning to how to be a citizen Learning to how to work Learning to how to learn Learning to live together with others The ability of intercultural communication enables us learn to live together.

B）Time calls for “cultural consciousness” Cultural communication plays an important role in the development of character and cultural attributes of a person as well as of a group or a nation. A Chinese sociologist Xiaotong Fei: In this new pattern of intensive intercultural communication, we should highlight the cultural consciousness. Getting to know each other in an objective and scientific way is the starting point to nurture a peaceful relationship; and it is the task of humanities and social sciences to be aware of the cultural tradition of our own country and its transition.

Cultural consciousness: refers to “those who live in specific cultures being aware of their culture and having a full knowledge of the process of development and future. Meanwhile, cultural consciousness refers to, especially for those who live in different cultures, based on their knowledge of their own cultures, being aware of other culture and the relationship in between; therefore, culture can be self-expression, recognition, mutualunderstanding, tolerant and exist side by side. ” (“Cultural Conscious, Different but Harmonious”, Xinhua Digest, 2001 vol 1, pp. 17)

C) It is necessary for us to understand each other for peace’s sake (Mans’ future) As transportation and communication technology develops, we are now living in an “intercultural society”. It is an era when different civilizations need to coexist through peaceful communication. We need to learn from each other, and study the history, ideals, arts and cultures of each other and therefore enrich ourselves. Otherwise, there would be misunderstanding, tensions, conflicts and disasters all around this crowded small world. In the Universal Declaration on Cultural Diversity approved by the UNESCO in 2001, they mentioned: “Affirming that respect for diversity of cultures, tolerance, dialogues and cooperation, in a climate of mutual trust and understanding are among the best guarantees of international peace and security. ”

l The UNESCO Universal Declaration on Cultural Diversity was adopted unanimously at the 31 st UNESCO General Conference. It aims to have a significant impact on globalization and making it more culturally sensitive. It was an opportunity for States to reaffirm their conviction that inter-cultural dialogue is the best guarantee of peace and to reject theory of the inevitable clash of cultures and civilizations.

l In China, there are 56 ethnic groups. How many ethnic groups in Sweden? l According the Culture Report 1998 of UNESCO, there are 6000 cultures, 200 countries in the world, among which only 10% that make up by single ethnic group. The global citizen need to study intercultural communication to live together peacefully. l Well, I will firstly introduce the historical origins of intercultural communication and elaborate on the concepts of culture and communication after that.

II. The Chronological Development of intercultural communication Study 1. Communication Study Communication: a science that studies the information communicative behaviors and the basic laws of them. It has been long recorded that human beings began to study their own information communication and the effects of it. Confucius elaborated a lot in Analects of Confucius; Aristotle, in 4 B. C. , concluded the law of oral communication to be “to pose influence on”.

However, communication did not form a discipline until 1920 s -1940 s in U. S. Communication has a natural bond with journalism; it is a newly-developed subject together with the social effects of news reporting, the advertisement and especially the multidisciplinary study of international propaganda between the two World Wars. l l Wilbur L. Schramm is generally regarded as the founder and virtuoso/maestro of communication. His masterpiece was Men, Women, Messages, Media: Understanding Human Comunication

2. Intercultural Communication Study: New branch of Communication Study A) Motivations The transportation (airlines) and communication technology The need of foreign military and politics of U. S. The need of foreign economy and cultural communication The fight for “freedom and civil rights movement” in 1960 s

B）Founding father of intercultural communication • • • Foreign Service Institute was established in USA, 1946 Edward T. Hall was one of its faculty His book The Silent Language was published in 1959. • The following new words were • created in the book: intercultural communication, intercultural tension, and intercultural problem

C) The sign of its birth 1970: founding of independent research association. 1974: Society for Intercultural Education, Training and Research, (SIETAR) was established. Intercultural communication courses were offered in colleges and universities. 1966: Pittsburgh University. In 1973, the first Ph. D of intercultural communication was conferred in Indiana University. In 1978, about 200 universities have relative courses of intercultural communication, 17. 8% of the total number of universities in U. S. Intercultural communication has been attached importance to in many countries. In 1972, the first international conference of intercultural communication opened in Tokyo, Japan, with more than 2, 000 participants. SIETAR Europe was founded. The founding of specialized academic journals.

3. The development since the 80 s in USA A) Theoretical field Theories in Intercultural Communication study concluded the characteristics of theoretical construction as follows: a, The communication theories are used in intercultural communication study. b, The intercultural communication studies focus on the interpersonal communication level They feature the mainstreaming of the intercultural communication research in 1980 s. In the 1990 s, as the economic globalization accelerated, the characteristics of intercultural communication were: The connection of intercultural interpersonal communication and the international mass communication. The connection of intercultural communication and intercultural organizational communication (business management).

B) Methodologically The classic quantitative methods and rhetorically interpretive methods are also employed in the intercultural communication research. In Methods of Intercultural Communication Research (Gudykunst and Kim, 1984), there are 6 articles of qualitative and quantitative methods each. Actually the dominant method in the 1980 s was quantitative way. Since 1990 s, researchers began to employ rhetoric, linguistics and anthropology to study the relative issue of intercultural communication.

l l C) The perspective directions of research We can observe the perspective directions from International and Intercultural Communication Annual and the papers that issued in the annual meeting of intercultural communication in NCA and ICA. The annuals are accessible in the library. International and Intercultural Division in NCA works mainly on intercultural communication issues. The counterpart in ICA is Intercultural/development Communication Division. Just because ICA is an international organization which has to cooperate with other countries’ research, they grouped intercultural and development together; but in fact, the intercultural part still dominates.

4. Intercultural Communication study in Europe Intercultural communication started later in Europe than in the U. S. and there it has a closer relationship with linguistics. Apart from that, it is more likely to be linked with business management, and is not so influential as in U. S. SIETAR EUROPA has long been existed and held several conferences.

5. Intercultural Communication Study in Japan l l From the 1960 s to 1980 s, the Japanese scholars began to translate the intercultural communication works from America, The Silent Language in 1966, for example. In the early 1970 s, the International Christian University first offered courses in intercultural communication and in 1972 it hosted a big seminar of intercultural communication. The precedent of intercultural communication in Japan is 石井敏, whose masterpiece was 异文化传播学（有斐阁）. After that, 八代京子 edited 跨文化培 训 in 1998 and 西田司 edited 异文化间传播学入门。 According to a research of the 489 colleges and universities nationwide, there are 102 schools offer courses related to intercultural communication. In Japan, intercultural communication has a closer relationship with foreign language teaching and the focus is on the intercultural communication between Japan and the U. S. The study of Sino-Japanese intercultural communication has just started. There a lot of training courses designed for the employees of transnational corporations.

6. Intercultural Communication Study in China The scholars in mainland China began to study the intercultural communication issues since 1980 s and focus was on the foreign language teaching and the relationship between culture and language. The introduction of scholars from abroad. The independent conference of the researchers. In 1995, the first intercultural communication conference was held in Harbin Institute of Technology in Heilongjiang Province with 230 Chinese participants and 40 from abroad. There are 163 relevant literatures in the China National Library till September 2003, including 30 dissertations of Ph. D and Masters and more than 10 textbooks. In Hong Kong and Taiwan, Wang Qi’s Culture and Communication was published in 1982. Take the library of Peking University for example, in 1985, the number of relative literature of “intercultural communication” was 0; in 2007 there were 220 or so.

l l “A Review and Retrospection of the Intercultural Communication Research in Recent 10 Years in China” It says: the bottleneck of the development of this discipline is the missing of quantitative methods” Abstract: this article makes a conclusion of the achievements and shortcomings of the research on intercultural communication from 1995 to 2005. Among all the shortcomings, the missing of quantitative research methods has become the bottleneck of any further development. Therefore, the cooperation of quantitative and qualitative methods should be emphasized so that the research could be better enhanced. 《对外大传播》，2006年第 12期；尹韵公 明安香主编：《传播学研究：和谐与发 展》 ，新华出版社，2006年。

l Call for Papers l Intercultural Communication between China and the World: Interpersonal, Organizational and Mediated Perspectives June 11 -14, 2009, Beijing Foreign Studies University, Beijing, China Registration Open Till: February 28 th, 2009 l China Association for Intercultural Communication (CAFIC), International Association for Intercultural Communication Studies (IAICS), Association for Chinese Communication Studies (ACCS) and Chinese Association of Global Communication (CAGC) are pleased to announce the forthcoming annual conference on Intercultural Communication between China and the World: Interpersonal, Organizational and Mediated Perspectives. The conference is to be held on June 11 -14, 2009 in Beijing, China, hosted by the Intercultural Studies Center of the School of English and International Studies at Beijing Foreign Studies University (BFSU) and Foreign Language Teaching and Research Press, Beijing, China. High-quality papers for the conference are now invited for submission: l

l l In the context of deepening globalization, China has increasingly involved itself in full-scale cooperation with the outside world and has now emerged as a member of the international community with growing national power and a rising international influence. Frequent contact and communication with the world is crucial to China's development, and will surely encourage the intercultural dialogue. However, cultural differences and discrepancies in socio-economic development are now identified as major obstacles to China's communication with the world, and the West in particular. Misunderstanding and stereotyping often give rise to conflict and hostility. Such a failure in communication, which permeates interpersonal, organizational as well as mass-mediated communication between China and the world, is a growing concern among researchers of intercultural communication and mass communication. . Register Now!

l Today China sees unprecedented levels of scale and depth in its exchanges with the world, with increasing cross-border cooperation carried out in the fields of tourism, business, education, sports and cultural activities, traditional mass communication and online communication, etc. Such a large variety of intercultural activities provide abundant opportunities for research into intercultural communication/mass communication. Hence the focus of this conference is on the intercultural communication issues between China and the world observed from interpersonal, organizational and mediated perspectives. The conference aims to encourage a meeting of theoretical and historical studies with empirical research, to broaden the horizon of intercultural communication studies and to contribute to the construction of a harmonious world.

l l l Suggested Topics Intercultural Communication · Intercultural communication theory · Cross-cultural adaptation · Intercultural communication accommodation · Intercultural communication competence · Human resource management in intercultural communication · Intercultural/multicultural communication and diversity management · Conflict and negotiation · Intercultural semiotics · Intercultural semantics · Intercultural pragmatics · Intercultural rhetoric · Intercultural psychology · Intercultural sociology · Intercultural online communication · Language and culture · Language and media · Language and society · Language attitude · Language policy · Culture and identity · Culture and language diversity · Culture and translation studies · Ethnic minorities and intercultural communication · Intercultural communication between patients and health-care providers · Business communication across cultures · Organizational communication and management across cultures · Negotiation and mediation across cultures · Intercultural development strategy of transnational corporations · Intercultural non-verbal communication · Intercultural communication ethics · Intercultural communication teaching · Intercultural communication and foreign language/college English teaching · Intercultural communication and language acquisition · Intercultural communication and teaching Chinese as a foreign language · Intercultural communication research methodology · Intercultural communication: discipline-building

l l Intercultural Mass Communication · Intercultural mass communication theory · History of intercultural mass communication · Intercultural journalistic communication · Intercultural mass communication: film and television · Intercultural mass communication: internet · Intercultural political communication · Intercultural religious communication · Intercultural advising · Intercultural mass communication: content analysis · Intercultural mass communication organization studies · Intercultural mass communication: audience/reception/effect analysis · Intercultural mass communication strategies · Intercultural communication of Hollywood films · Intercultural communication of popular culture · China's international image · China's international communication · Chinese culture abroad: dissemination, reception and effect · Foreign cultures in China: dissemination, reception and effect · Risk management and communication across cultures · Intercultural education and training · Intercultural communication and identity construction · Intercultural communication, globalization, cultural diversity and the world cultural ecology · Intercultural communication, ethnocentricism and cultural imperialism · The global and the local · Intercultural communication and world harmony · Intercultural communication and globalization · Intercultural communication and migration · Intercultural communication and gender studies · Intercultural communication and sociology · Intercultural communication and tourism · Media literacy · Intercultural mass communication ethics · Intercultural mass communication research methodology

l l Cross-Cultural Studies · Cultural studies · Comparison of values: China and the world · Comparison of religions: China and the world · Comparison of life styles: China and the world · Comparison of customs: China and the world · Comparison of taboos: China and the world · Comparative literature · Tradition and transformation in China · Characteristics and evolution of contemporary Chinese culture · Cultural identity in the age of globalization

l l Conference Formats The conference will include keynote speeches, panel sessions and workshops. Papers for keynote speeches will be recommended by the conference paper-review committee. Panel sessions are either suggested by the conference paper-review committee and the organizing committee based on the papers submitted to the conference, or proposed by participants to the conference organizing committee and paper-review committee in advance of the conference. The proposal should include both theme of the session and the list of attendants (You are encouraged to involve researchers from different disciplines with different educational backgrounds). The session is 45 minutes of paper presentations and the seating should be limited to 6, including the session coordinator, the commentator, and 4 speakers. Conference workshops are prepared speeches and in-depth discussions, with the subject (concerning original ideas and recent progress of the field) and attendants (5 to 10 attendants for each) proposed by the coordinator and approved by the conference organizing committee and paper-review committee. Submission Requirements l l l l Conference paper abstract: an abstract (around 200 words); an academic bio (around 300 words), including personal contact information (telephone and email address). Panel session proposal: a proposal (around 300 words); academic bios of the session coordinator, commentator and speakers (300 words for each, including personal contact information); paper abstracts (200 words for each). All the listed documents should be submitted by the coordinator. Individual participants do NOT need to submit the paper abstract and academic bio again. Workshop proposal: a proposal (around 800 words); academic bios of the workshop coordinator and attendants (300 words for each) including contact information of each participant. All the required documents should be submitted at the conference registration website (http: //cis. bfsu. edu. cn) as MS Word attachments by February 28, 2009. The complete paper should be received by May 1, 2009. (For any question, please contact ZHANG Chunbo at cafic 2009@gmail. com). Papers recommended by the conference paper-review committee will be compiled into a collection and published by the Foreign Language Teaching and Research Press. Working Languages: English and Chinese. Papers and speeches are encouraged to be written and delivered in English while those in Chinese are also welcomed. The organizing committee will plan for different sessions delivered in different languages. All keynote speeches should be given in English. Conference Registration Fee l l l Please get registered for the conference at http: //cis. bfus. edu. cn. The registration fee is 950 RMB (around US$ 140) for each general participant and US$ 80 for each international student and each company of the general participant. Payment of the registration fee covers the cost to attend the main conference and the panel/workshop sessions, coffee breaks, conference reception and banquet. In addition, each registrant will receive the conference souvenir and a copy of the Conference Proceedings. Notice that this registration fee does NOT cover the expenditure of transportation, accommodation, meals, and after conference city tour. The registration fee should be paid on the day of registration, June 11, 2009. The conference will be located at the Foreign Language Teaching and Research Press International Convention Center. Group rate offered by the Hotel connected to the Convention Center is 140 RMB per day (around US$ 20) double, and 100 RMB per day (around US$ 15) single. The cost of three meals a day in the hotel is 120 RMB per day (around US$ 17). For further information about conference registration and proceeding, please visit the conference website at http: //cis. bfsu. edu. cn.

l Conference Chairs l l l Professor JIA Yuxin: Director of the IAICS; President of CAFIC, Harbin Institute of Technology Professor SUN Youzhong: CAFIC Vice President, CAGC Vice President, Dean of the School of English and International Studies, Beijing Foreign Studies University Professor CHEN Guoming: Executive Director of the International Association for Intercultural Communication Studies, University of Rhode Island l Conference Paper Review Committee Chair l Conference Organizing Committee l l l l President: SUN Youzhong，XU Jianzhong (Vice President of Foreign Language Teaching and Research Press Vice Presidents: LIU Chen (Associate Professor, Vice Director of the Center of International Communication, BFSU) Conference secretariat: ZHANG Chunbo (BFSU), DUAN Changcheng (Foreign Language Teaching and Research Press), LIU Bo (BFSU) Conference Organizer, Sponsors and Hosts l l Professor HU Wenzhong: Honorary President of CAFIC Organizer: China Association for Intercultural Communication Sponsors: International Association for Intercultural Communication Studies; Association for Chinese Communication Studies; Chinese Association of Global Communication Hosts: Center of Intercultural Studies, the School of English and International Studies, Beijing Foreign Studies University, China Foreign Language Teaching and Research Press, Beijing, China Contact Information ZHANG Chunbo (Judy) Tel: 086 -010 - 888. 6986 Fax: 086 -010 -8881. 6791 E-mail: cafic 2009@gmail. com School of English and International Studies, Beijing Foreign Studies University Xi San Huan Bei Lu, No. 2, Haidian, Beijing, China 100089 Register Now! Participation Guidelines

l In conclusion, the intercultural communication carries on the classical methods of communication and pays more attention on the practice. As a branch of communication, it is a necessary result of the diversity and comprehensiveness. As the interactions of the global villagers grow and the trends of globalization in economics, information and the multiculturalism rise, intercultural communication has a optimistic perspective of future development.

III. Culture and Communication in Intercultural Communication Study 1. The objects of intercultural communication study In China, it studies the phenomenon of social informational communication between individuals, organizations and nations with different cultural backgrounds, specifically, the relationship between culture and communication. In USA, it prefer IC as special kind of interpersonal communication. There are three common understandings of the researchers A) Intercultural communication is an extension of communication B) Intercultural communication emphasizes the blocks in effective communication in individuals, organizations and nations with different cultural backgrounds. C) The theories about human communication offer an reference to draw from for intercultural communication.

d) Intercultural communication study is based on multidisciplinary theories. The theories of intercultural communication originate from cultural anthropology, psychology, communication and linguistics. There are no set theory or methods because of its multi-disciplinary nature.

2. Culture A) The origins of culture In China, 文化 (culture) appeared for the first time in LIU Xiang’s book (BC 77 -BC 6, 刘向)in Chinese history, but it was not used widely. Today’s Chinese word “文化” is come from Japan. Chinese 文化 AD(618 -907) Latin “cultura” c. ) English culture AD 20 th c. Japanese (AD 19 th

l The term of “culture” has had multiple meanings in different disciplines and different contexts. In year 1952, Kroeber and Klickhohn listed 164 definitions of culture that they found in the anthropology literature.

l American Scholar’s definition of culture adopted by a popular intercultural communication textbook writer: l “Culture is shared learned behavior which is transmitted from one generation to another for purposes of promoting individual and social survival, adaptation, and growth and development. Culture has both external( e. g. , artifacts, roles, institutions) and internal representations( e. g. , values, attitudes, beliefs, cognitive/affective/sensory styles, consciousness patterns and epistemologies). ” (A. J. Marsella, 1994)

l Universal Declaration on Cultural Diversity approved by 185 members of the UNESCO in November, 12 th, 2001 defined culture as : l Reaffirming that culture should be regarded as the set of distinctive spiritual, material, intellectual and emotional features of society or a social group, and that it encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions and beliefs, l l l l This definition is in line with the conclusions of the World Conference on Cultural Policies (MONDIACULT, Mexico City, 1982), of the World Commission on Culture and Development (Our Creative Diversity, 1995), and of the Intergovernmental Conference on Cultural Policies for Development (Stockholm, 1998).

　 C) Elements of Culture has both external( e. g. , artifacts, roles, institutions) and internal representations( e. g. , values, attitudes, beliefs, cognitive/affective/sensory styles, consciousness patterns and epistemologies). ”

D) The levels of cultural elements levels Represented in visibility Ways to observe surface artifacts explicit accessed via observation middle espoused values blur accessed via review of documentation deep basic assumption cover-up accessed via long study of special subject （Schein, E. H. 1992， Organizational Culture and Leadership) The metaphors about culture：iceberg，ocean、onion， peach.

Iceberg Analogy

costumes, language, architecture, music, food, gestures, etiquettes, art works, festivals Different habits make us seem remote the concepts of time and space religions, world views, outlook on life, code of ethics, concepts of family concepts of laws and aesthetics Iceberg values, ways of thinking ……………………………………… Basic needs of human being Basic human nature is similar at birth

l E) Culture and sub-culture l In a large cultural group, various social and natural factors have led to some particularities of regional and smaller group cultures. For example, there are subcultures characterized by their own group or regional features as hierarchy, class, religion, ethnic group and living environment vary. Sub-cultures bear the basic features of comprehensive culture of the larger group, languages and patterns of behavior for instance, as well as their own characteristics. That is to say, they are a container of the social mainstreaming culture and their own. Sub-culture is a relative concept which refers to the second-tier of the larger culture. A regional culture is sub -culture comparing to the culture of the whole ethnic group, but comprehensive culture comparing to the community cultures and the group cultures within it.

l For example, in Chinese culture, the 56 ethnic groups share the same cultural feature while they have their own characteristics at the same time so that they are sub-cultures of the Chinese culture. Things apply in western cultures too. Take the U. S. as an example, it is largely a culture consisted of many sub-cultures because of its short history and large number of immigrants. When a certain subculture conflicts with the mainstreaming culture, it is called “anti-mainstreaming culture”.

F) Characteristics of Culture (1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) Culture derivates or is created in the evolving process of human being. Culture is acquired. Culture is a system. Culture is shared by a certain group. Cultures in the world are diversified. Culture is developing and changing. Culture is national and hierarchical Culture groups usually have the culture-centralism Culture is based on symbols and is transferable. Culture exists largely out of our consciousness. Culture directs people’s behavior.

G). Functions of Culture (1) (2) (3) For individuals: culture shapes the personal characters and socialize the individuals. For a group: culture functions to set up group’s target, norms, concepts and coperation. For a society: culture plays the role of integration and guidance for the society.

Culture endows us the ability to introspect ourselves. Culture also gives us judgment and morality. It is culture that we rely on to tell the values and make our choices. It is also culture by which we express and recognize ourselves, admit our imperfections, doubt our achievements, endlessly pursue new meanings and complete new targets; thus, we overcome the limitations of ourselves.

H) Judgments of culture l l Q: is there “good culture” or “bad culture”? According Convention on the Protection and Promotion of the Diversity of Cultural Expressions Paris, 20 October 2005 l I. Objectives and guiding principles Article 2 – Guiding principles l

l l “ 3. Principle of equal dignity of and respect for all cultures The protection and promotion of the diversity of cultural expressions presuppose the recognition of equal dignity of and respect for all cultures, including the cultures of persons belonging to minorities and indigenous peoples”

l There are no “superior” or “inferior” cultures; but it is out of doubt to compare different cultural phenomena and make our own judgment. l In the mid-19 th, E. B. Taylor’ theory : Culture Darwinism or Cultural evolutionism l barbarian period ------ uncivilized period ----- civilized period l

l l In the early 20 th, Frank Boas‘ theory of Cultural relativism There is no hierarchy for different cultures. There is no definite and universal rules to judge the cultures. All the standards are applicable. We cannot judge another culture using our own laws.

3. Communication A) The concepts of communication Latin communis English communicate communciation various translations in Chinese (传播、交流、交际、沟通、交通、通信 等多种翻译) There are no appropriate word for translating “communication”. Why? Here we can see the difficulty of intercultural communication. ücommunication: “ The exchange of information, ideas or feelings. ”(柯林斯最新英语词典)R. 马礼逊：Communicate with 相 通， to communicate information, 通达，传达。1821年。

B）Definition of communication There were 126 definitions of communications 40 years ago, falling into two categories mainly. “Persuasion” Carl Hovland thought that “communication is the process that the sender sends information to the recipient through channels and therefore cause effects, a process where the sender transfer a stimulation to influence the recipient’s behavior. ” Weaver thought that “communication is a process by which one’s minds influence another’s. ” “Sharing” Schramm: When we communicate with each other, we are trying to share information with others

Chinese scholars: the transferring the social information or the functioning of social information system. （郭庆光：《传播学教程》，人民 大学出版社，1999） In this course, we define communication as: the interactive process in which the sender and recipient deliver information through symbol systems.

C) Information In communication we define information as the messages that human beings transfer in oral, written or other ways. Information is message that we transfer about material status. Information is message that reduces or eliminates the uncertainty of things. Information is the reflection of difference in any process and objects. Information vs. communication: communication is the process of transferring, information refers what is transferred. Information communication vs. material exchange: the former is sharing while the latter is self-possession.

D) Levels of Communication We can divide communication into several levels according to the number of participants: l Intrapersonal communication l Interpersonal communication l Intra-group communication l Inter-group communication l Intra-organizational communication l Inter-organizational communication l National communication l International communication l As the globalization of economy and information grows, culture will be playing an increasingly significant role in all the above levels.

E) Contexts of Communication l l l l l Daily communication Foreign language teaching Business management Health and clinical care Public service News reporting Literature and arts Foreign affairs Advertisement Negotiations

F) Models of Communication In communication, we have many ways to show the patterns of communication; but none of them is universally accepted. Lasswell’s “ 5 W” model Shannon and Weaver’s mode in 1949. Wilbur Schramm’s ring model

Lasswell Model Who Control analysis Says What In Which channel To Whom With What effects Content analysis Media analysis Audience analysis Effect analysis

Shannon Model

Schramm Model

G) Elements of Communication l l l l l Information Sender Encoding Channel Recipient Decoding Effects Noises Feedback

H) Characteristics of communication l l l l Communication is an interactive activity between the sender and the recipient. Communication is a dynamic process. The sent information cannot be drawn back as long as the process is completed. Communication is social; each culture has its own norms of communication Communication is systematic, and is influenced by many factors. (e. g. : context, location, situation, time, number of participants, cultural factors) Communication infers other’s feeling by symbolic systems. Communication has consequences, which can be obvious, hidden, unconscious or physical.

I) Functions of Communication Scholars have different opinions towards the functions of communication. Lasswell brought up three major functions in his article “The Structure and Function of Communication in Society”. Surveillance of the environment Correlation of society's response to events in the environment Transmission of cultural heritage

International Communication Committee in the UNESCO concluded that “communication’s function in any social institutions” are as follows: acquiring information socialization motivation debate and discussion education developing culture entertainment integration

We can conclude all the above into four major functions: The function of situation informing The function of entertaining The function of educating The function of persuading

4. Intercultural Communication l What is the basic difference between intracultural communication and inter-cultural communication?

Intracultural Communication Model According cultural code of Swedish According of cultural code Swedish

l In intracultural communication: l Codes between person A and Person B is basically the same

Intercultural Communication Model According cultural code of Chinese According of cultural code Swedish

l In intercultural communication: l Codes between person A and Person B is basically the different. l l For example: Nocturnal mouselike flying animal with leathery wings Bat in Chinese is “蝙蝠”. l bat in American culture means bloodsucker. l But in traditional Chinese culture is symbol of Happiness. l

Gist of this lecture l Basic concepts l l Culture Communication Information Patterns of communication l l l 5 W pattern Shannon’s Pattern Schramm’s Pattern