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Cultural communication
Cultural communication is the practice and study of how different cultures communicate within their community by verbal and nonverbal means. Cultural communication can also be referred to as intercultural communication and cross-cultural communication. Cultures are grouped together by a set of similar beliefs, values, traditions, and expectations which call all contribute to differences in communication between individuals of different cultures. Cultural communication is a practice and a field of study for many psychologists, anthropologists, and scholars. The study of cultural communication is used to study the interactions of individuals between different cultures. Studies done on cultural communication are utilized in ways to improve communication between international exchanges, businesses, employees, and corporations. Two major scholars who have influenced cultural communication studies are Edward T. Hall and Geert Hofstede. Edward T. Hall, who was an American anthropologist, is considered to be the founder of cultural communication and the theory of proxemics. The theory of proxemics focuses on how individuals use space while communicating depending on cultural backgrounds or social settings. The space in between individuals can be identified in four different ranges. For example, 0 inches signifies intimate space while 12 feet signifies public space. Geert Hofstede was a social psychologist who founded the theory of cultural dimension. In his theory, there are five dimensions that aim to measure differences between different cultures. The five dimensions are power distance, uncertainty avoidance, individualism versus collectivism, masculinity versus femininity, and Chronemics.

Power distance
Power distance is a cultural theory that measures how individuals in cultures view the unequal balance of power. Power distance can be divided into two concepts which are high power distance and low power distance. High power distance refers to a culture in which people of certain societal status have higher power and are revered and respected for having that power. In high power distance cultures, individuals who are considered to have higher power are given great deference and respect by those considered to have lower power, and they are often treated with great privilege in society. In low power distance cultures, those considered with high power such as managers or owners may try to level themselves with those considered lower power such as employees or interns by interacting with them and getting opinions on certain matters since the distribution of power is expected to be more equal. Power distance can be measured by the Power Distance Index. This index measures the degrees of inequality between different cultures. This scale ranges from 0 which would be considered low power distance cultures to 100 which is considered high power distance cultures. According to the index created by Geert Hofstede countries ranking higher on the power index scale are the Philippines, Venezuela, India, France, and Belgium. The countries that rank lower on the scale are Canada, Sweden, the United States, Norway, and Finland. Power distance has been studied in various ways by scholars, psychologists, and communication experts. A study was done by multiple communication experts from across the globe to show how power distance has an effect on voice tone variation and projection among different cultures. The study showed that individuals in a lower power distance culture had a negative reaction to lower voice levels than in high power distance cultures. The study also shows that voice control in those who have higher-level positions has an effect on an individual’s power distance on beliefs towards, employees’ work attitudes, and work performance. Louder projection and certain tones have negative impacts on employees in low power distance cultures while those same projections and tones are normal for those in high power distance cultures. Another study was conducted to show the difference in justice perceptions such as work procedures and work interactions among employees and those in managerial positions. This study showed that Chinese employees (high power distance culture) react less negatively to criticism from those in managerial positions than American employees (low power distance culture). Americans expressed more frustration and negative justice perceptions than the Chinese employees. It is reasoned these findings are because China is considered to be a high power distance culture, so for individuals from a high power distance cultures tolerance is higher for inequality while the United States has a lower tolerance for inequality and those in a higher power. Power distance can be studied in a wide variety of ways to show how different cultures react to different levels of power. Travelers, businesses, employees, managers, and corporations use these studies to better understand how to communicate with different cultures in correct and appropriate ways.

Individualism versus collectivism
Knowing how different cultures interact through language allows for cultural awareness and understanding. A major aspect of cultural communication is individualism versus collectivism. People in individualistic cultures value independence and tend to focus on those closest to them. People in collectivistic cultures think more as a group rather than as a single person. Individuals in individualistic cultures value their own wants, needs, and goals while individuals in collectivistic cultures value the wants, needs, and goals of the group above their own individual needs. Geert Hofstede who created the dimensions of national culture, conducted a study to determine the different cultural preferences of various nations to see where exactly countries sit on a scale. The scale ranges from 0 being a strong collectivistic country to 100 being a strong individualistic country. The scale also showed that the countries considered to be closer to 100 on the scale are statistically connected to the country’s wealth. Countries considered to be high individualistic cultures are the U.S.A, Canada, Australia, and the United Kingdom. Countries considered to be low individualistic cultures are Guatemala, Ecuador, Panama, and Columbia. The countries listed here are considered to be poorer and the countries listed earlier are considered to be more affluent. Usually, societies and cultures that have a lot of freedom are considered to be individualistic, in these cultures people are expected to take care of and worry about themselves and look after their own families. In collectivistic cultures, individuals are expected to look after their entire group, village, or community rather than only looking after themselves. In collectivistic cultures, individuals see themselves as part of a collective and link themselves into groups and prioritize their groups’ goals over their own goals. While individualistic cultures can be a part of groups these individuals separate themselves from the group and consider themselves to be more independent from the group. Those in individualistic cultures think in terms of “me and I.” While those in collectivistic cultures think in terms of “we.” Both individualistic and collectivistic cultures involve how they work in groups and how they prioritize relationships and goals. Psychologists, scholars, and communication experts utilize the differences between cultures and individualistic versus collectivistic cultures to better understand language and the different dynamics of cultures.