F.Y.B.COM. SEMESTER - I
BUSINESS COMMUNICATION
Q.3 The following diagram focuses on the
benefits of effective communication:
ANS:
Communication in the Global Context:
Marshall McLuhan‘s prophecy is now a reality. The global
village is shaping its own language. The global market, the corporate world, science,
and technology are all using this handy lingua–franca, which is not the
language of Shakespeare or Churchill, nor that of R. K. Narayan (Arun
Sadhu), The Times of India, January 17, 2007)
This quotation is very relevant in today‘s context. It
should always be remembered that communication is the kind of word that changes
in scope according to the demands of the person and situation, and it is as
elusive as the Unicorn as pointed out by Peter Little and Peter Drucker.
The technological development of the 21st century has
brought about development in communication. Its evolutionary process can be
traced from prehistoric modes of communication like sounds and symbols, to
conventional modes, and then to the modern modes like electronics, IT, and the
computer. We are now experiencing a communication revolution‘, which has
totally transformed the face of this century. Devices like computer, internet,
fax, have brought the whole world under their spell. Gone are the days of slow
means of transport affecting the speed of communication. Today, communication
travels at superfast speed.
That is why there is an Information Explosion. The
traditional concept of communication is completely replaced by the latest,
wider, contemporary, modern approach to communication, which has influenced
every sphere of life, and business in particular.
Wieklein aptly describes what is taking place in the field
of communication. All modes of communication we humans have devised since the
beginning of humanity are coming together into a single electronic system,
driven by computers. There is a noticeable shift from print media to electronic
media, satellite and internet. The traditional basic communication skills like
listening, speaking, writing and reading are converted into multi-tasking. A
variety of latest concepts such as a paperless office, and video conferencing,
have come into use in business organizations the world over.
Thus, today, thanks to scientific and technological
advancement, communication has developed to such a large extent, that our world
can be said to have become a global village. Globalisation has taken place.
Globalisation is a process of increasing integration
between units around the world, including nation states, households /
individuals, corporations and other organizations. Progress in the field of
communication has accelerated this process of globalization, which is bringing
people all over the world under one roof by forming one interdependent
community.
Today we live in an age of global communication; therefore,
communication, today, knows no national boundaries. It has a significant role
to play everywhere. Its importance is increasing day by day, as it is a key to
success. An ability to communicate effectively with all types of people
guarantees success. Effective communication skills are helpful not only at the
organizational but also at the individual level. For efficient management, the
modern organizations need to think globally. Professionals need to sharpen
their communication skills to communicate major economic, and other related
issues. The employment market demands good communicators who can communicate
with people of varied backgrounds. In the absence of the relevant communication
skills, a person is left behind.
Over the last few decades, an ability to communicate
effectively with people of a variety of cultures, internationally and
domestically, has gained attention and importance. Internationally, we
communicate and work with people from different cultures, national, religious
and ethnic backgrounds, because of new technology (internet, communication
satellites etc.) There is an increase in intercultural conversations all over
the world, as quick and constant contact can easily be established. People have
realized the importance and need to work together. Economic development has
accelerated market globalization and, as a result, people are doing business
with, working for, or sharing work space with someone from another culture.
Companies producing and selling goods are no more restricted to local
patronage, but have worldwide markets. Numerous job opportunities are
available, bringing together people of different national, ethnic, and
religious backgrounds. People can work from wherever they are. Thus, market globalization
has wiped out all national, natural borders, and has contributed to the
importance of intercultural business communication.
Cultural diversity and a multicultural work force have
created the need for intercultural business communication. The global market
today needs successful intercultural communicators who are sensitive to
cultural differences and possess good intercultural skills. Therefore,
companies give special training to their employees to make them understand
cultural differences, so that they are able to communicate successfully with
people in the organisation and all over the world.
However, communication across cultures is a challenge to
many multinational companies, as there is the possibility of miscommunication
and misunderstanding. People from different cultural backgrounds may
misinterpret verbal / nonverbal cues.
The greater is the difference between cultures, the greater
the chances of misunderstanding.
For example, an employee of a multinational company used to
ask questions about hairstyle and nose piercing, which made a lady employee
uncomfortable. This happened because the employee was ignorant of cultural
differences in assessing what was regarded as personal.
Here is another example. At a trade fair, sales personnel
were asked to give away green hats to passersby, in the hope of attracting
customers to their stall, generating interest in their products, and, of
course, effecting and promoting sales. However, it was observed that the
Chinese visitors did not stop at their stall.
Later it was discovered that, to the Chinese, a green hat
represents infidelity. The Chinese expression He wears a green hat‖ means Aman’s
wife has been cheating on him. The practice of distributing green hats was soon
stopped. Here again, cultural differences were responsible for creating
misunderstanding and, perhaps, giving offence where none was intended.
The above-mentioned examples clearly indicate that to be
successful in the global market place, cultural, linguistic and other barriers
need to be minimized. The use of custom designed international websites to
recognize and accommodate cultural differences is an attempt in this direction.
People‘s cultural differences need to be recognized and respected.
Another problem of global communication is that developing
nations are unable to benefit fully from it, as they lack technology and suffer
from financial constraints. Similarly, the expansion of modern electronic
communication systems may be a threat to their national, regional, local /
tribal heritage. Though the technological or communication means are a boon to
development, they can prove to be a curse, if not used properly. We should be
able to handle different barriers to avoid related problems. The available
resources should be carefully and tactfully utilized, so that we can rule this
global communication world.
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