ABSTRACT
Intercultural communication in today’s world has increased as a result of the communication needs stemming from the globalization of professional services and businesses. This process has led to an increasing number of studies aimed at a better understanding of these intercultural communication needs, and studies to help those involved to achieve an appropriate level of intercultural communicative competence (see, for example, Ball et al. 2010; Beamer and Varner 2008; Cheng et al. 2008; Ferraro 2010; Gesteland 2005; Martin and Nakayama 2010). Here, a distinction is made between ‘intercultural’ communication, which takes place when cultures are in contact, and ‘cross-cultural’ communication, which is when cultures are compared but are not in contact. All texts are subject to cultural variables in their construction, and also in their interpretation and, with the wide use of English as the language of choice in international professional and business communication, which is typically the case in most intercultural encounters in which English is not the first language of either party (Graddol 1999: 61-63), in theory the potential for miscommunication increases. The rationale for this is the premise that the more divergent the cultural values, norms and behaviours of the participants in an intercultural communication context, the greater the potential for miscommunication and misunderstanding. As Hall (n.d.) explains, such situations have implications for the otherwise successful benefits of intercultural collaboration among professions and businesses because breakdowns in communication can affect the bottom line. In other words, successful intercultural communication in professional and workplace settings is not solely about enhancing our understanding and appreciation of cultural diversity and, through a critical awareness of our own cultural background and that of our colleagues and business partners, creating a more facilitative environment for successful communicating, it is also seen as an essential tool to overcome potential operational difficulties and so, ultimately, as a means to improve profitability.
