Cross-cultural communication


In the era of globalization and internationalization, people become more interconnected with each other. Nations all over the globe are to open for new linkages and communication. However, there are factors which cause barriers in cultural interaction. Therefore, this post provides deeper understanding on cross-cultural communication and highlights some obstacles which hinder interculturalism to operate in broader context.

Every national group and organization possess certain cultural characteristics. As a result of interaction and social diffusion, it forces to shape insights about national cultures and  to predict human biases. According to Rozkwitalska’s definition (as cited in Rozkwitalska, 2010, p.37) “a cross-cultural (intercultural) interaction is a reciprocal influence (action) of a person from one national or organisational culture on another person or people from different national or organisational culture(s)”.  So we see that intercultural communication is a mutual and influential relationship functioning between different cultural groups. As a matter of communicational frame, three main factors negatively affect reactions of cultural representatives and force to form certain behavior of individuals. Rozkwitalska (2010) indicates these barriers as: 1) “National culture bonded “like cultural distance, cultural shock, cultural stereotypes, prejudices, and national ethnocentrism; 2) Organisational factors: “institutional ethnocentrism; 3) Individual rooted factors, like: ethnocentric attitude, perception barriers, insufficient level of cultural intelligence and cultural competences” etc. (p.38). From here it should be pointed out that ethnocentrism appears as the main barrier to build up diplomatic and stable relationship between different cultural ethnic groups. Ethnocentrism is an ideology that occurs in people’s views that their ethnicity assemblies are superior than others. People from certain ethnic groups possess more predominant attitude toward their ethnic kinship; whereas attitude possessing toward other ethnicities is more reproachful (Neuliep et al, 2005).

To sum up, it seems that cross-cultural communication serves as a hub to put globalization and internationalization together. However, ethnocentrism causes many biases and irrespective attitude toward other ethnic societies. As a result, people prefer more ethnic segregation, keeping distance in any kind communication.

Questions for you: How do understand cross-cultural communication? How would you describe ethnocentric person?


Rozkwitalska, M. (2010). Barriers of cross-cultural interactions according to the research findings. Journal of Intercultural Management2(2), 37-52.

Neuliep, J. W., Hintz, S. M., & McCroskey, J. C. (2005). The influence of ethnocentrism in organizational contexts: Perceptions of interviewee and managerial attractiveness, credibility, and effectiveness. Communication Quarterly53(1), 41-56.

2 thoughts on “Cross-cultural communication

  1. Thank you Almazhay,

    I think globalization should not necessarily mean the death of one language. However the issue of ethnocentrism should be avoided because it might become fascism in its radical form. And the results of this ethnocentrism are very well known from the 1945 when people had to fight in order to prove they are not the toys in the shelves that anyone can come and take. That’s why both globalization, meaning openness in the global perspective, and ethnocentrism, meaning nations prevailing over nations at least in their minds, should be balanced. By this I mean that nations should not act as if there are no nationalities at all but at the same time there is no sense in being close to the world. Hope I made myself clear)

    Liked by 1 person

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