Cross- cultural Communication This page intentionally left blank

Communication styles
In modern cultural studies, the key issue is the way in which different 
cultures communicate. Communication is the process by which thoughts, 
information and instructions are passed between people. Communication 
breaks down into three broad areas:
verbal communication;
non- verbal communication (body language);
written communication.
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What is Cross- Cultural Communication? 7
A fourth area, which is rapidly becoming even more influential, is the 
increased use of technology in communication. This covers the use of lan-
guage on the Internet, as well as communication devices such as smartphones 
which many argue are changing the way we think and use language.
Tomalin and Nicks (2010) have developed a framework to help identify the 
key differentiating features in communication. In doing so, they represent the 
ideas put forward by Hall, Hofstede and Trompenaars (see Chapters 2 and 3) 
as they relate to communication. Their communication framework is sum-
marized below. In the matrix, the key communication features are presented 
in opposition to each other. The contention is that if you, for example, 
understand your dominant style and compare it to your interlocutor’s domi-
nant style, you will be well placed to understand how your communication 
style might be misunderstood and therefore will adapt it accordingly.
Direct
Indirect
Details
Suggestions
What/why
Why/what
Formal
Informal
Emotional
Neutral
Fast
Slow
Figure 1.2 Communication styles
Direct/indirect
Direct communicators say what they think without adapting the message to 
the listener/reader. The result is transparent and clear, but may also be per-
ceived as undiplomatic or even rude. Direct communicators, for example, 
North Americans, Scandinavians, Germans and the Dutch, have less sensitivity 
about causing offence. They have a reputation for expressing themselves 
in a direct manner and for being prepared to say frankly what they think. 
This approach may be misconstrued by indirect communicators, whose 
primary concern is to protect personal dignity and avoid causing offence. In 
extreme cases, this may even lead to the communication of wrong or mis-
leading information to avoid the risk of upsetting the other person. Asian 
cultures are generally good examples of indirect communicators.