Learn How To Communicate Cross-Culturally Like a Pro

Whether it’s a first time visit or a repeat appearance at a destination, it’s easy to be swept up in feelings of wanderlust and admiration. Sometimes, though, this head-in-the-clouds approach can leave travelers blind to the rich culture surrounding them. Instead of merely co-existing alongside the cultural differences that give a destination its distinct character, let’s take a step back into the classroom and learn how to embrace them and, more importantly, how to exist within them.

Don’t worry — this isn’t some convoluted physics formula that will have you pulling at your hair to comprehend. Rather, this scholarly approach to cross-cultural interactions is rooted in a discipline most of us know how to do quite well — communication! So, dust off those thinking caps and get ready to learn how to communicate cross-culturally like a pro.

Background

Long ago and far away in the 60s, Geert Hofstede, a Dutch social psychologist, was searching for a way to better understand and categorize the cultural differences around the world. After 20 years of collecting and analyzing his data, he developed what are known as “cultural dimensions,” a way to categorize behaviors. Hofstede created six of these categories, and Edward T. Hall, an American anthropologist, contributed three more he felt were missing.

Between all nine of these dimensions, they form a spectrum. On paper, a country may seem like it should fit neatly into particular groupings, but like most things in life, this won’t always be the case. The important thing to remember about Hofstede and Hall’s work is that the cultural dimensions are a general predictor of how people around the world communicate and interact, not a guaranteed assertion. 

Let’s take a closer look at the four most relevant dimensions and how they relate to travel.

Individualistic Versus Collectivistic Cultures

As the name implies, this dimension refers to the strength of the ties people have to their community and to their personal identity. Individualistic cultures promote their independence and personal identity, sometimes feeling that their own well-being and goals carry more weight. This group is also known for its direct communication style. Western countries like the U.S., Australia and Canada are categorized as individualistic cultures.

On the contrary, collectivistic cultures prioritize the importance of community, harmony and common goals. Decisions are often made with the greater good of the family or community in mind; conformity is emphasized, and this group tends to have an indirect communication style as a way to prevent conflict and embarrassment. China, Korea, Japan, Taiwan and Vietnam are a handful of countries that exhibit this behavior.

Think about this: if you’ve ever unknowingly traveled to a collectivistic society and felt like you stood out like a sore thumb or people knew you were American just by instinct, it may be because something about your appearance or behavior was non-conforming. Maybe you dressed for the weather and not the season, meaning that on a warm fall day, everyone around you is in sweaters and pants (the season) while you’re rocking your favorite pair of shorts (the weather). Or maybe you’ve just gotten a new hairdo, and it’s an uncommon style for where you are. What’s making you stand out in the crowd isn’t necessarily what fashion choice you’ve made, but rather the fact that you’ve distinguished yourself as an individual through self-expression.

This isn’t to say that collectivistic societies can’t make choices for themselves, but generally they operate within set guidelines, never stepping too far over those boundaries to maintain group harmony.

This dimension also shapes many more nuanced facets of day-to-day life, including religion, government structure and household rules. Visitors would do well to keep this in mind as they travel abroad because this dimension can explain many cross-cultural situations.

Uncertainty Avoidance Index (UAI)

The uncertainty avoidance index measures how well people cope with ambiguity. A high UAI means that there is a low tolerance for uncertainty and risk-taking. Ambiguity makes this group uncomfortable, and as a result, they seek to minimize it by implementing strict rules and regulations. Italy, Korea and Russia would be examples of countries with a high UAI. Naturally, a low UAI translates to accepting and feeling comfortable with unstructured situations and generally less strict regulations — the U.S. and England would be examples of this.

Consider the possession of controversial items like electronic cigarettes, marijuana or firearms. Owning any of these items might be legal in some countries, whereas others have very strict laws prohibiting them. If a traveler is unaware of these regulations, they may find themselves in trouble with the local police force or at customs upon returning. It’s easy to scoff at these strict regulations and think them to be silly, but knowing the reason behind why they are in place might help travelers come to terms with them. Do the necessary research ahead of time; be mindful of what goes into the suitcase and the trip will surely be smooth sailing for everyone involved.

Monochronic Versus Polychronic Cultures

Hall’s monochronic and polychronic dimension refers to the usage and perception of time. Monochronic means that time is linear and needs to be managed wisely; punctuality is key, and one task is completed at a time. The U.S. is a major proponent of monochronic time management, even down to expressions like “time is money” that emphasize the need to make the most of every minute. Travelers headed to Canada or Germany will likely observe this behavior there as well. Contrary to that, countries like Spain, Italy and Mexico very clearly have a polychronic view where time is fluid, schedules are altered at will and multi-tasking is important.

Travelers may experience this difference when it comes to customer service in these cultures. In the U.S., for instance, employees focus on one customer at a time and try to efficiently work their way through the line to maximize the number of people they serve, despite this one-task-at-a-time approach. Rather, in polychronic cultures, employees will often help multiple customers at one time and appear to be in no rush to complete their tasks. Because polychronic countries multi-task and have a slower utilization of time, this behavior is acceptable. American travelers should be aware of this difference because it’s not that an employee is lazy or scatter-brained by helping multiple people, but rather their behavior is customary for a polychronic society.

Emily Bookey, travel advisor and owner of Emily’s Travel, is a dual citizen of Italy and attested to the differences between U.S. and Italian cultures.

“While Italy is a country with an incredible wealth of history, culture and cuisine, punctuality isn’t always its strong suit,” said Bookey. “I remember instances where schedules seemed more like loose guidelines rather than strict commitments. Meetings or appointments often started later than planned, and it was common for plans to change on a whim.”

As a traveler, embracing a flexible time management style is important when, inevitably, shops open later than advertised, activities on the itinerary get shuffled around or a meeting place gets changed at the last minute. It may not be ideal but remember that some countries have a much slower pace of life than visitors may be used to. Trips are generally meant to be relaxing, so lean in and enjoy the calm nature of day-to-day life before returning to the hustle-and-bustle mindset back home.

High Context Versus Low Context Cultures

Similar to how collectivistic cultures tend to be passive in their communication and individualistic countries are straightforward, high and low context refers to the physical nature of communication. China, Japan and South Africa (collectivistic cultures) are considered high context, meaning that nonverbal cues like body language, spatial distance and gestures are important, if not more so, than the actual verbal message. Messages are often implied, crafted through metaphors and require a “read between the lines” approach. This means that low context cultures, like the U.S., Denmark and Switzerland, value direct and clear verbal communication, often overlooking nonverbal cues.

Consider the affectionate nature of Italians who come from a high context culture. As Bookey shared, “In Italy, greeting each other with a kiss on the cheek is common, which may feel too intimate for many Americans who value their personal space.”

Or imagine that you’re having a conversation with a local and you notice they are avoiding eye contact. It seems they are disinterested and not wanting to be rude by taking more of their time, you end the conversation quickly. While averted eye contact might signal one message in the U.S., in other countries, this translates to a sign of respect.

Whether it’s a kiss on the cheek or limited eye contact, nonverbals carry weight in high context cultures, and it’s important to recognize that while they may be off-putting to American travelers, these are normative actions around the world. A little background research about the communication style of a destination can go a long way and save both visitors and locals from awkward misunderstandings with each other.

Why Does This Matter?

Perhaps it’s self-explanatory, but understanding cultural differences allows visitors to appropriately respond to situations that are unprecedented. It’s okay to be swept up in the awe and admiration of a destination, but don’t lose sight of the fact that sometimes a country’s customs and traditions greatly contrast those of your own culture. It doesn’t make anyone better than another, but learning to embrace these differences results in a much more enjoyable experience for both the traveler and the residents.

In the words of Bookey, “By taking the time to understand and respect the cultural differences of the country they are visiting, travelers can navigate unfamiliar situations with confidence and appreciation, fostering meaningful cross-cultural experiences and memories.”

For more information on the six dimensions developed by Hofstede, click here to access his website.

To read an excerpt of Hall’s work from his book, “Understanding Cultural Communication,” click here.