Communication and Globalization

COMMUNICATION
AND
GLOBALIZATION
GLOBALIZATION
• represents the global
integration of international
trade, investment,
information technology and
cultures
• a social, cultural, political
and legal phenomenon
• Is the process by which people and goods move easily
across boarders.
G GLOBALIZATION
• Principally it is an economic concept – integration of
markets, trade and investments with few barriers to
slow the flow of products and services between
nations.
Globalization has affected society in many ways; travel mobility, free
trade, and the advent of the Internet have made the world seem
considerably smaller. To communicate in this global society, one must
know the appropriate kind of English to use.
1. English is a global language. David Crystal (2003) and Robert

McCrum et al. (1986) explain the “success story” of the rise of
English and provide examples that demonstrate its global
presence.
2. There are many different varieties of English used around the
world, hence the term “World Englishes.” To be understood by a
global audience of English users, writers should use Standard
English in written communication. This consists of “the
conventional vocabulary and usage of educated speakers and
writers of English” (Roberts & Turgeon, 1998).
3. Global communication also involves writing in a culturally
sensitive way by using bias-free language.
• The context of globalization requires effective
communication skills from students and workers to
cope with the demands and challenges brought about
by this phenomenon. This includes communicating
effectively with people of different background,
age culture, gender beliefs, orientations,
preferences and status.
HOW TO COMMUNICATE EFFECTIVELY IN A
GLOBAL SOCIETY
1. Express your ideas effectively in verbal, non-verbal, and
written forms in either digital or non-digital environment
or both.
2. Use effective listening skills to evaluate arguments and
rationalize judgments and improve job-effectiveness and
work relationship.
3. Communicate with purpose to a variety of audiences.
4. Promote collaboration and cooperation with
others.
5. Understand the concept of diversity and
promote respect all the time.
6. Use technology and social media responsibly.
GENERAL GUIDELINES FOR COMMUNICATING IN
MULTICULTURAL CONTEXT
1. Avoid asking inappropriate or personal questions.
2. Avoid stereotyping and generalizing certain groups. Keep an open
mind and be flexible.
3. Avoid using jargons, cliché, highfalutin terms, acronym and
gender-biased language.
4. Be sensitive, polite, tactful and respectful at all times particularly
in relation to cultural practices, attitudes, and beliefs. Learn and
understand the value of diversity.
6. Develop intercultural communication skills.
7. Eliminate gender-biased words or sexist language
particularly in writing.
8. In case you do not get the message conveyed by the
person you are communicating with, request him or her
to repeat the message or simplify it.
9. Learn and observe physical distance or space in
dealing with other people.
10. Listen attentively when others are speaking.
11. Observe patience in listening to other people’s ideas
which may not be the same as yours.
12. Pay attention to your non-verbal communication.
13. Respect a person’s rights to confidentiality and
privacy.
14. Show consideration.
15. Speak gently and politely; never shout to be
understood.
16. Stay calm, cool, and composed when you make a
mistake or feel embarrassed by others. Culturally,
others do not mean to embarrass you.
17. Make positive interpretations of the actions and words
of other people.
18. When you feel strange and uncomfortable about
something being communicated by other people,
request them to clarify their meanings and intentions
before you express your emotions or ideas.
GENDER SENSITIVITY
• Refers to the aim of understanding and taking account of the societal
and cultural factors involved in gender-based exclusion and
discrimination in the most diverse spheres of public and private life.
(http://eige.europa.eu.)
• Gender sensitive language is the realization of gender equality in

written and spoken language. Gender equality is attained when
women and men and those who do not conform to the binary gender
system are made visible and addressed in language as persons of
equal value, dignity, integrity and respect. (http://eige.europa.eu.)
GENDER SENSITIVITY
• Avoiding sex and gender-based discrimination starts with language,

as the systematic use of gender-biased terminology influences
attitudes and expectations and could relegate women to the
background and help perpetuate a stereotyped view of women’s and
men’s roles.
GENDER SENSITIVITY
• There are number of different strategies that can be used to express

gender relationships with accuracy such as avoiding the use of
language that refers explicitly or implicitly to only one gender.
EXAMPLES OF GENDER-NEUTRAL WORDS
1. ancestor, forbears (instead of forefathers)
2. Artificial, manufactured (instead of man-made)
3. Average/ordinary person (instead of common man)
4. Chair, chairperson, coordinator (instead of chairman)
5. Courteous, cultured (instead of ladylike)
6. First-year student (instead of freshman)
7. Flight attendant (instead of steward, stewardess)
8. Human resources (instead of manpower)
TRY THESE
1. Congressman
2. Mailman , postman
3. Man
4. Policeman
5. Brotherhood
6. To man
GENDER SENSITIVITY
• Another thing that you must avoid is stereotyping roles and

attributes (usage of certain words which underline stereotypic
gender attributes. Ex: Women are caretakers, gentle and emotional,
while men are achievers strong and logical)
• Stereotyping roles mean when certain jobs are presumed to be

performed only by men or women, giving rise to gender biased
terms.
GENDER SENSITIVITY
Example:
John and Mary both have full-time jobs; he helps her with the
housework.
More respectful and gender neutral:

John and Mary both have full-time jobs; they share the housework.
WAYS TO AVOID GENDER-BIASED
LANGUAGE
1. Substitute a gender-biased pronoun with
articles/determiners.
Sexist: Every employee is entitled to his 13th month
pay.
Non-sexist: Every employee is entitled to a 13th
month pay.
WAYS TO AVOID GENDER-BIASED
LANGUAGE
2. Use plural pronouns instead of singular pronouns.
Sexist: Each employee must submit his proposal
next week.
Non-sexist: All employees must submit their
proposal next week.
3. Use either/or pronouns (he/she, his/her, his/hers)
however, avoid putting men first all the time.
Sexist: Every applicant must fill out his own
application form.
Non-sexist: Every applicant must fill out his/her own
application form.
4. Use second person pronoun (you, your) over third person pronoun
(he, she). Be careful not to change the meaning of the statement.
Sexist: The sales manager should prepare his marketing proposal for
our new product.
Non-sexist: You should prepare your marketing proposal for our new
product.
5. Use appropriate title
Non- sexist: Dear Sir or Madame: (unknown addressee)
Non-sexist: Attention: HR Manager
PRACTICE:
1. Each physician must provide his patient reports within
24 hours.
2. A researcher should submit his proposal by December 15.
3. Each employee should read his packet carefully.
4. Someone in the battalion has betrayed his trust.
5. The guest expressed his appreciation to the host.
POLITICAL CORRECTNESS
• Is used to described language, policies, or measures that are
intended to avoid offense or disadvantage to members of particular
groups in society.
• Since the late 1980s, the term has come to refer to avoiding
language or behavior that cab be seen as excluding, marginalizing ,
or insulting groups of people considered disadvantaged or
discriminated against, especially groups defined by sex or race.
POLITICAL CORRECTNESS
• Merriam – Webster defines politically correct as agreeing with the

idea that people should be careful to not use language or behave in a
way that could offend a particular group of people. (Molloy 2015)
SOME WORDS THAT MAY BE USED FOR POLITICAL
CORRECTNESS ARE AS FOLLOWS:
1. Academic dishonesty (instead of cheating)

2. Aesthetically challenged (instead of ugly)
3. Comb-free (instead of bald)
4. Differently abled (instead of disabled)
5. Drug dependent (instead of drug addict)
6. Dysfunctional family (instead of broken home)
7. Economically marginalized (instead of poor)
8. Elderly, senior (instead of old)
9. Ethically disoriented (instead of dishonest)
10. Hearing impaired (instead of deaf)
TRY THESE:
1. Squatters
2. Mental retardation
3. Stupid
4. Dwarf, midget
5. Body odor
6. Homeless
7. Fat
8. Rape victim
9. Computer illiterate
10. Blind
REFERENCE:
• Bernales, R. A. (2018). Purposive communication in local and

global contexts. Malabon City. Mutya Publishing House, Inc.

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How has globalization affected society?

What are some guidelines for communicating in a multicultural context?

COMMUNICATION

1. English is a global language. David Crystal (2003) and Robert

• Gender sensitive language is the realization of gender equality in

• Avoiding sex and gender-based discrimination starts with language,

• There are number of different strategies that can be used to express

• Another thing that you must avoid is stereotyping roles and

• Stereotyping roles mean when certain jobs are presumed to be

More respectful and gender neutral:

• Merriam – Webster defines politically correct as agreeing with the

1. Academic dishonesty (instead of cheating)

• Bernales, R. A. (2018). Purposive communication in local and

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