Учебное пособие G. G. Gubina english for tourists in professional communication part I textbook

Task 2. Read the text and find the ways of overcoming cultural differences. Say if you know any other 
ways of overcoming them. 
influence, n влияние 
Spanish influence on Latin American countries is significant. This influence manifests itself in Latin 
American culture.  
overcome difficulties преодолевать трудности
It’s very important to find the ways of overcoming cultural differences. One has to develop skills of 
empathy to overcome difficulties.  
previously, adv. 1 предварительно 2 заранее   
To overcome cultural differences, you ought to previously study another culture. It is better to compare the 
cultures previously.  
perceive (perceived, perceived, perceiving), perceives, v воспринимать
You ought to perceive another culture with respect. And watch how the people of another ethnic group 
perceive your culture.  
Ways of Overcoming Cultural Differences 
In everyday life and in business it is important to learn to overcome difficulties due to cultural 
differences. Because of cultural diversity people of different cultures can view the same things unequally. 
To overcome these difficulties, develop the skills of empathy. Do thorough analysis of another culture 
using different sources and imagine how people belonging to this culture will perceive the values of your 
culture and the behaviour of the people caused by it.
Take into account the individuality of each person in the boundaries of his or her culture. Learn the 
right variant of spelling of their names and the way you’ll appeal to them. See who usually makes the 
decisions in the country: people of the top (France, Greece, Spain, Italy) or of the middle rank (Nordic 
countries), the individuals (the USA) or the groups of people (Japan). Use different approaches in a 
masculine or a feminine culture: the decisions are more assertive in the masculine culture, e. g., in Great 

---

38 
Britain or the USA. And be especially careful with the attitude towards the women in the countries of Asia, 
Africa and the Middle East.
The type of culture also makes an impact on the duration in making business decisions. It can be a 
short-term period in the western countries and a long-term period in the eastern countries to resolve the 
problem.
Consider implicit style of communication in the countries of Asia, more direct style in the countries 
of Europe, Australia and the USA and the difference in the discourse if the talk is started with the topic of 
the conversation or the pre-talk. You can learn more about the culture and communication style of the 
country living for some time in the local community of this country or ask for advice from people who had 
previously lived in the country and are well aware of its culture, traditions and customs.  
Task 3. Choose any country with the culture which differs from the culture of your nationality and think 
over how you will act to succeed in overcoming cultural differences.