Intercultural communication can be complicated because many of the conventions of communication and politeness vary among cultures. For example, in Scandinavian countries and North America, directness and clarity are favored in business communication, with being straightforward and using time efficiently considered businesslike or professional. In many Asian and Middle Eastern countries, though, such behavior would be considered very rude.
Self-awareness is important in that in one's own culture, one can rely on one's prior experience and cultural competency to guide one in appropriate modes of behavior. One can focus on the substance of what is being communicated without having to be constantly aware of communicative conventions. In cross-cultural communication, though, one must constantly monitor one's own behavior and make a conscious effort to follow conventions that are new or unfamiliar.
Self awareness is important in intercultural communication, because it enables you to effectively deal with the differences that come with different cultures. Something to always keep in mind is that not everybody will agree with your beliefs, and depending on where they come from, they might even find some of your actions offensive. The lack of self awareness makes you resistant to change. This can cause you to think that you're always right, and if someone doesn't share your thoughts on something, you may want to start an argument with them. Being self aware gives you emotional intelligence. You will be wise enough to avoid topics that are sensitive and be more welcoming towards new cultural beliefs and practices, because you understand that communication is a two way thing. You have to listen if you want other people to listen to you.
https://positivepsychology.com/self-awareness-matters-how-you-can-be-more-self-aware/
https://www.skillsyouneed.com/ips/intercultural-communication.html
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