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Formal/informal communicators
This paradigm links into Hofstede’s power distance index (see Chapter 2) 
as it indicates how power and status are reinforced by the communication 
style. As a rule, high power distance normally requires more formal language, 
for example, the use of titles such as Mr and Mrs or their equivalents, the use 
of professional titles such as Dr and, above all, a clear distinction between 
the familiar and the formal ‘you’, which does not exist in English.
Some societies prefer a relatively formal way of addressing you until they 
know you well. This is the case in many European cultures as well as in 

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What is Cross- Cultural Communication? 9
Latin America, Africa and Asia. The more informal style of communication 
has, to a degree, been adopted in the predominantly English- speaking coun-
tries of the UK, the USA, Canada, Australia and New Zealand. In many other 
cultures, formality equates with respect. Formality may be interpreted in 
informal communities as a wish to maintain distance, whereas informality 
may be interpreted in formal communities as showing a lack of respect for 
age or status. The strategy is to find out what is the accepted way of address-
ing people and also the accepted way of communicating with them and to 
respond accordingly. Although the UK has a reputation for formality, the 
British can be as informal as the Americans when communicating with their 
peers and superiors, and this has been increasingly the case in recent years.
An example of the perceived inappropriateness of informality occurred 
when former US President George W. Bush welcomed Tony Blair, the former 
British Prime Minister, in public before the world’s press in Washington with 
the ultra- familiar ‘Yo Blair!’ greeting.
Emotional/neutral communicators
An emotional society considers that an element of communication is to 
show one’s emotions. Members of such a society believe that using their 
emotions is an important aspect of self- expression, so they use their voice, 
eyes and arms in a more demonstrative way. A neutral society is exactly the 
opposite because it believes that it is important to control your emotions, 
to keep a straight face devoid of expression and to restrict your body 
language while using neutral language. The most emotional societies are 
the Mediterranean and the Latin American cultures. Examples of neutral 
societies include those of Japan and Northern Europe, including the British 
with their supposedly famous ‘stiff upper lip’. Once again, the style of com-
munication you use can cause a number of different reactions. To a neutral 
communicator, an emotional communicator may possibly convey unreli-
ability, while to an emotional communicator, a neutral communicator may 
run the risk of conveying a lack of clarity and even possible dishonesty.
When working with neutrals, a calm, measured approach is usually the most 
appropriate. You should keep your voice calm and your gestures minimal. 
If your counterpart does not smile, do not assume it is rudeness or anger. 
Similarly, if you are working with emotional communicators, be more expres-
sive with your voice and gestures, be prepared to show your more human side 
and be ready to share personal stories about yourself and your family.