An Empirical Research on Cross—culture Communication.docVIP

An Empirical Research on Cross—culture Communication 　　Introduction 　　In 2008 I worked as an intern in marketing department in TESCO which is an international retailing company in Newcastle， UK as well as the interns and the other members of the marketing department were from different countries. Actually， the marketing department was a cross-culture group. In this paper I will write about the cross-cultural difference and evaluate three main intercultural communication issues happened in my cross-culture group The three aspects I will figure out are the role of cultural context in communication， uncertainty avoidance as well as difference between individualism and collectivism. In the weeks I worked in TESCO， I felt amazing how different people in other cultures behave. Not only did I face a few challenges in cross-culture communication， but also， together with our group members， achieved some success during my group work. So as a member of a cross-cultural group， I appreciate this enlightening and wonderful experience very much. 　　I will categorize my analysis into two parts： part A is that my group interactions agree with the issues that emerge from previous research and part B is about the individuals in my group depart from the previous cultural analyses. 　　Part A 　　The role of cultural context in communication 　　The first aspect I will discuss is the role of cultural context in communication. 　　In the journal of “On the basis of experiences and cases in crossing-cultural business， Hall and Reed Hall identify three primary dimensions of cultural diversity： context， space and time （Hall and Reed Hall， 1990）.” 　　As explained by Edward T. Hall， in his book Beyond Culture， context refers to the situational as well as the informational aspect of message sharing. High-context communication employs messages in which most of information is implicit in people. In contrast， low-context cultures communicate by explicitly verbalizing most information in their goal-