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

understand (understood, understood, understanding), understands, v понять
To understand the culture of another country, you have to study it. It’s not difficult to understand the 
culture of another society if you have a wish to do it.  
western, a западный 
Western culture is less ritualistic than the eastern culture. Western culture is individualistic.  
Task 2. Analyse the morphologic structure of modifiers. 
Adjectives: collective, consolidated, cross-cultural, cultural, dissimilar, eastern, final, formal, ingenious, 
multinational, national, non-western, previous, scientific, temporal, unlike, western.  
Adverbs: anew, certainly, cross-culturally, ethnically, previously.  
Task 3. Form the all the derivative words of the verb present (not less than 9 words).  
Task 4. Read the text and explain why theoretical studies of eastern and western cross-cultural 
communication are so important.  
Western Versus Eastern Cross-cultural Communication 
Theoretical studies of cross-cultural communication reveal differences and certainly, the problems, 
which have to be overcome between the western and the eastern world. The western concept of scientific 
world versus non-western concept of Asian lifeworld. More people are crossing their national boundaries 
nowadays and beginning their work in other countries, sometimes, with cultural background unlike their 
ingenious culture. The problems of cross-cultural communications arise both in everyday life and at the 
working places. There is a tendency that companies and enterprises become multinational. The problems 
arise from the fact that there exist dissimilar ways of decision-making. Though the roots of cognition are 
universal, the values, behaviour, beliefs, and feelings vary in the societies.
Dealing with the problem, we have to take into account the personality taking decisions, the way 
and kind of discussion, temporal aspect and the mode of reaching a decision. In America individual can 
take a decision, but in the eastern countries the role of the leader is to follow and understand the flow of 
discussion. The discussion of the problem in America is done according to the proposed agenda and on the 
base of collective exchange of opinions of all the group participants. In Japan, quite the reverse, are held 
prior consultations on the agenda. If the decision is previously taken, it is next represented at the formal 
meeting. If there is no previous decision making, the agenda is not presented at the meeting at all. If the 
temporal period of taking decision is too short, in the eastern country it can be prolonged. In the western 
world the final decision is announced and voted, and in the eastern country the participants have to express 
consolidated will. Thus, the question of who ethnically will be responsible for taking decisions in the 
process of the discussion and for the final decision ought to be cross-culturally investigated.  

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