3. THEORITICAL FRAMEWORK
Hall’s Contextual Continuum
Low Context - American High Context - Arab
Tend to place more meaning Meaning is embedded more in
on the language code and very the context rather than the
code.
less meaning in the context.
People tend to talk around the
Communication becomes
point and expect listener to
specific, explicit, and analytical.
understand.
Burden of meaning falls on Burden of meaning falls on
speaker. listener.
4. Levine’s Communication Styles
Direct - American Indirect - Arab
Clear and Direct Ambiguous, indirect and
E.g. Common expressions emotionally rich.
“Get to the point “
Omits specific factual and even
“Don’t beat around the bush”
technical aspects of a message.
“Say what do you mean”
Emotional resonance is more
Accurately represents fact,
technique, or expectation important than precision.
5. Kluckhohn and Strodtbeck’s value
orientations
Doing - American Being - Arab
Activity orientation places Being orientation places
importance to achievement, importance to individual’s
visible accomplishment. birth, family background, age,
E.g. Common Expressions and rank.
“How are you doing ?” E.g. Common Expressions
“What’s happening ?” “What he is ? “
Words should match actions. “What is your condition ?”
6. Oral vs. Literate dominant societies
Literate - American Oral - Arab
Societies favors evidence, Societies favors less rational,
reasoning, and analytical more intuitive approach.
approach.
Greater audience involvement
Higher premium on accuracy affects the importance of style
and precision than on and devices that enhances
symbolism. audience rapport.
7. Carey Dodd’s Thought Framework
Linear - American Non-linear - Arab
Linear pattern stresses Simultaneous bombardment and
beginnings and ends of events. processing of variety of stimuli.
Points and facts are presented Not necessarily one theme i.e.
sequentially i.e. singular theme. multiple theme.
Object – oriented. People & Event – oriented.
8.
9. CULTURAL DIFFERENCES IN
MESSAGE DESIGN
Repetition vs. Simplicity
Repetition in Arabic is very positive feature, where as for
Americans negative.
For the speaker, it implies statement was not heard or not taken
seriously.
For the listener, repetition implies that he was not paying
attention or not mentally capable of comprehending.
10. Accuracy vs. Imagery
Arab speaker uses metaphors that may seem
outlandish to an American, e.g. “The mother of all
battles”
Americans may include facts and figures to illustrate a
point, and Arab speaker may use one strong vivid
example to convey a point.
11. Exaggeration vs. Understatement
Exaggeration can be instrumental in constructing
powerful imagery, it is often used by Arabs.
Statements which seem to Arabs to be mere
statements of fact will seem to Americans to be
extreme or even violent assertions.
12. Words vs. Action
From Arabic perspective, words do have power and
sometimes more power than actions.
Americans preference for “words matching the
deeds” is evident
Common Expressions: -
“Practice what you preach”
“Do what you say”
“Walk the walk, talk the talk”
“Actions speak louder than words”
“Keep one’s words”
13. Vague vs. Specific
Arab cultural preference stems from the function of
language as a social lubricant aimed at promoting
social harmony.
American preference is for direct, frank, and open
communication which they tend to associate with
honesty.
14. SUMMARY
Several frameworks for viewing cultural variations were
used to develop a study on “Cultural Communication
Preferences” for Americans and Arabs.
15. CONCLUSION
When intercultural difference are not perceived as
different, they are perceived as right and wrong.
This is especially true when cultural differences are
hidden below the level of awareness
