ABSTRACT
Communication is what we call a container concept. Think of words such as mass communication, non-verbal communication, marketing communication and many other forms of communication. This chapter explains what is meant by cultural communication. Two important aspects of cultural communication are discussed in paragraph 7.4 and paragraph 7.5: culture shock and what intercultural sensitivity exactly is and how it works. Characteristics and focus points –the are the invisible attributes of a culture; a characteristic is a practical attitude such as whether or not private life is separate from work, while a focus point is something that individuals from that culture focus on in daily life, such as tasks that have to be done or the relationships they have with other people. Communication styles are visible and therefore easily recognisable, which marks them out from characteristics and focus points which are less visible and tangible and therefore more difficult to spot.
