Cross-Cultural Communication Challenges
A recent reader of one of my articles got offended with my use of the words “foreign languages”. She said I should use “other languages”. According to the reader this is more “politically correct”.
Hmm…
Random Thoughts On Political Correctness From My Childhood
This reminds me of something I lived through as a child. You see I grew up in the Bahamas.
Now, just in case you do not know, the Bahamas is a very small country close to Florida. Bahamians are predominately “black”. There are a few “white” Bahamians, and I am one of them.
But, am I “white”?
On birth certificates in the past my family was labeled at “mixed”. You see, years ago, only pure blood British residents got “white” checked on their birth certificate.
And my family originates from one of the very first settlers in the Bahamas…who happened to be “white” but did not come from England.
In my early years, I never noticed any racial prejudice among the locals. But when I was a teenager a major event happened in my eyes.
A Change The Definition Of Politeness
The movie “Roots” by Alex Hailey hit television. I noticed a change in the “blacks” around me.
I didn’t always use the term “black”…
When I was younger everyone around me used the word “colored”. This was polite. This is the word everyone used.
But, just after the movie Roots came on television “colored” became offensive.
There was a period of confusion. Both “colored” and “black” were used. It was hard to follow who wanted to be called what. Let’s face it. Most of the people around me were “blacks”.
Why the change? What had happened?
Well, there was a lot of coverage in the press about “injustice”.
What injustice? No one ever told me anything before.
By the way, this movement actually did not stop with the change in the use of “black” instead of “colored”.
It went further. and lead “blacks” to show more prejudice against the “whites”, local “whites” or foreigners alike.
Such as making “whites” wait in a check out line for all of the “blacks” to be served first.
Did it all start with the movie Roots? I don’t know. But that the events did happen in that sequence.
During this time of confusion I turned to local history books. I asked questions. And I found out that one of my relatives had been a slave. No one had mentioned it before.
You see…
The Bahamas never had big plantations with large numbers of slaves. Most of the plants and shrubs you see there now, are growing because boat loads of soil were brought in to sustain them.
And most of the slaves on the islands were domestic slaves. And there were “white” slaves too.
Life for the early settlers in the Bahamas was tough. Very tough. For everyone. There was no soil to grow anything on. Bahamians have a slightly different slave history than the other areas with soil and plantations.
How could this media coverage lead to such confusion about what is now considered polite or not?
The American movement with its media coverage made “black” the politically correct word to use on our islands too.
Where Is Accuracy
OK…
Is “black” the right term to use?
Several of my “black” friends had such light skin color, that I was darker than them after a summer in the sun… But then, my family was not always considered “white” either.
Is there a difference?
Well the pragmatic side of me did notice something.
Look at the palms of your hands.
“Black” people have a darker color underneath the lines of their hands. And “white” people don’t.
Personally I do not think “black” is accurate. There are just too many shades involved.
“Colored” is much more accurate.
And “white”? Lots of different shades there too.
Some cultures and languages do have several ways to describe variations in skin color. And some cultures don’t.
I left the Bahamas, and American television a couple of years after Roots came out and did not get to witness the American revolution of political correctness.
And I’m glad I did not. There are too many examples of this going so far it is laughable in other cultures. And it is nice to see both points of view.
Communicate With Clarity For Everyone
By the way…
The term “other language” is not very useful to me. It does not accurately convey the meaning I want to get across.
A large portion of my readers are non-native English speakers… with very basic English language skills. The word “other” will lead to confusion.
- Other?
- What other?
- How is it other?
- In reference to what?
Sure, “other language” is used in some environments. But until it really goes global and everyone else knows what it means, I will continue to use “foreign language”. More people understand this.
I actually like the terms “native-” and “non-native”. This is very clear. Accurate. But it is awkward. You cannot use it to replace “foreign” all the time.
Adjust Your Communication For The Market You Are Targeting
The internet marketer, Frank Kern, says in one of his videos, that internet marketers need to remember that they sell to the people that spend their time online sending those cutesy emails with death threats if you don’t send them on to a dozen other people. These people represent the core buyer market for most North American internet marketers.
My line of thought continues along these lines… if you are marketing to a country impregnated with various definitions of political correctness you need to adapt your communication to sell to them. Their definitions of political correctness is part of their cultural profile. It is an extra layer of cultural politeness.
But, if you are reading this, you are either an international business developer or a marketing professional. You already know this. Right?
Beyond Personal Musings
As a cross-cultural marketer with an outside view, political correctness increases the barrier to good cross-cultural communication. It creates a challenge for good cross-cultural communication.
Because…
At most, political correctness is simply one groups definition of politeness. Sometimes it is only a euphemism.
This language twisting loses its accuracy. It is only relevant to the group concerned, and the people who adhere to that group.
And if you take any personal offense to my points of views, I have some good advice for you. Go read this book:
- Wisdom from the Four Agreements, by Don Miguel Ruiz
It is a very quick read. I must confess I read it in a bookstore, and did not buy it. Something I regret. It is a good gift for people who get easily offended.
Here are some articles on Cross-Cultural Communication Differences:
- Morphing Into A Foreign Culture
- Free Courses, Content And Culture Scams
- Different Countries = Different Rules
- Different Eye Tracking For Different Cultures
- Music In Cultural Differences
Read more on Cross-Cultural Communication Challenges in these articles:
- Cultural Differences In Testimonials
- The Challenge Of Cultural Filters
- How Can You Get Your Computer To Read Foreign Alphabets?
- Take Time To Communicate Effectively With Different Cultures
- Political Correctness Memories From The Bahamas
- Is Your Political Correctness Hindering Your International Communication
- Small Businesses Learn From Intercultural Communication Difficulties To Grow Their International Business
- Cross Cultural Customer Service Expectations
And read even more in the…
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Cindy King is a Cross-Cultural Marketer and International Sales Specialist, with over 25 years field experience in international business development.
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