跨文化商务沟通Chapter-3

Chapter3ComprehendingVerbalCommunicationLearningObjectivesBythisendofthischapter,youshouldbeableto:–Understandhowlanguageandculturearecloselylinked–UnderstandculturalinfluencesonsomecommonlyobserveddifferencesbetweenEnglishandChinese–DistinguishdenotationalandconnotationalmeaningsofwordsLearningObjectives–Distinguishlinearandnonlinearlanguage,deductiveandinductivepatterns–Makecross-culturalcomparisonsofdifferentpragmaticrulesusedinvariousspeechactsandverbalstylesMeansofHumanCommunicationVerbalcommunication–UsingwordsthathavemutuallyunderstoodmeaningsandasetofrulesNonverbalcommunication–EdwardT.Hallreferstoitasthe“silentlanguage”TheRelationshipBetweenLanguageandCulture1.Theinfluenceofcultureonlanguage2.TheinfluenceoflanguageoncultureTheInfluenceofCultureonLanguage1.Languageasareflectionoftheenvironment–Languagereflectstheenvironmentinwhichwelive.Welabelthingsthatarearoundus.(examples)–Theenvironmentinfluencesthedevelopmentoftechnology,products,andtheappropriatevocabulary.(examples)TheInfluenceofCultureonLanguage2.Languageasreflectionofvalues–Languagereflectsculturalvalues.–Languageisamirrorofculture,becauselanguagereflectshumanrelationships,reflectsthewaythesocietyoperates.–Example:Chinesekinshiptermsreflecttheimportanceofourfamilysystem.LinguisticDeterminismLinguisticRelativitySapir-WhorfHypothesisLanguagenotonlyservesasamechanismforcommunication,butaguidetosocialreality.RealityforacultureisdiscoverableinitslanguageLinguisticDeterminismLanguagestructurecontrolsthoughtandculturalnormsTheworldaseachofusknowsitistoalargeextentpredeterminedbythelanguageofourcultureThedifferencesbetweenlanguagesrepresentbasicdifferencesintheworldviewofdiversecultures.LinguisticRelativityLinguisticcharacteristicsandculturalnormsinfluenceeachother.Cultureiscontrolledbyandcontrolslanguage.Languageprovidestheconceptualcategoriesthatinfluencehowitsspeakers’perceptionareencodedandstored.CulturalImpactonVerbalCommunicationAtlexicallevelAtdiscourselevelAtpragmaticlevel1.AtlexicallevelDenotationalmeaningConnotationalmeaningMeaningsofWordsDenotationalmeaning–Itreferstoadefinitionalmeaningdependinguponourchoiceofwordselection.–Denotationmeansadictionarydefinition.Connotationalmeaning–Itreferstoextendedmeaningsorassociatedmeanings.–Connotationalmeaningshavedevelopedovertimethroughusebypeopleandespeciallybypoetsandwriters.ComparisonbetweenEnglishandChineseSomewordshavethesamedenotationalandconntationalmeanings.Therearealsomanywordswiththesamedenotationalmeaningsbutdifferentconnotationalmeanings.Bothdenotationalandconnotatinalmeaningsaredifferentinmanyotherwords.ExamplesDove:peaceFox:cunningOwl:wisdomBat:anevilanimalCricket:ahappyinsectDragon:fierceness鸽子：和平鸽狐狸：像狐狸一样狡猾猫头鹰：坏运气蝙蝠：福，幸福，洪福蟋蟀：哀愁龙：龙袍，龙的传人(ChineseDragon)CultureRedYellowGreenBlueEuropeandNorthAmericaDangerCautionCowardiceSafetyGrowthandrebirthMasculinitySweetnesscalmJapanAngerDangerGraceNobilityChildishgaietyFutureYouthEnergyvillainyChinaJoyCelebrationPowerHonorRoyaltyNospecialassociationNospecialassociationArabiccountriesNospecialassociationHappinessprosperityFertilityvirtueStrengthFaithTruthBusinessImplicationsInternationalbusinesspersonsmayencounterproblemswithsuchconnotationalmeaningsofcolors.Internationalmarketersneedtoknowwhatassociationscertainculturehasintermsofcolorsandhowtheymightaffectproductdesign,packaging,andadvertisingmessages.2.AtdiscourselevelLinearandnonlinearlanguageDeductiveaninductivepatternsLinearVS.NonlinearLanguageLinear–hasabeginningandanend–LogicalandobjectiveNonlinear–Circular–Tradition-orientated–SubjectiveStylesofParagraphDevelopment直线型（英语）平行对仗型（闪族语）螺旋型（东方语言）迂回转折型（拉丁语系）更自由的迂回转折型（俄语）DeductiveVS.InductivethoughtpatternsDeductive–Fromthegeneraltothespecific–WesternInductive–Fromthespecifictothegeneral–EasternExample1BecauseofmostofourproductionisdoneinChinanow,andit’snotreallycertainhowthegovernmentwillreactintherun-upto1999,andsinceIthinkacertainamountofcautionincommittingtoTVadvertisementisnecessarybecauseoftheexpense.So,IsuggestthatwedelaymakingourdecisionuntilafterLegcomakesitsdecision.Example2IsuggestthatwedelaymakingourdecisionuntilafterLegcomakesitsdecision.That’sbecauseIthinkacertainamountofcautionincommittingtoTVadvertisementisnecessarybecauseoftheexpense.Inadditiontothat,mostofourproductionisdoneinChinanow,andit’snotreallycertainhowthegovernmentwillreactintherun-upto1999.Deductivevs.InductiveX–Comment,mainpoint,oractionsuggestedBecauseofY–Topic,background,orreasonBecauseofY–topic,background,orreasonX–comment,mainpoint,oractionsuggested3.AtpragmaticlevelPragmaticsdefinedpragmaticsisdefinedas“languageinuse”(Thomas)PragmatictransferdefinedTheuseofrulesofspeakingfromone’sownnativespeechcommunitywheninteractingwithmembersofthehostspeechcommunityorsimplywhenspeakinginasecondlanguageisknownassociolinguisticorpragmatictransfer.pragmalinguisticfailuresociolinguisticfailurePragmalinguisticFailureDefinedPragmalinguisticfailureoccurswhenthepragmaticforcemappedbyspeakerontoagivenutteranceissystematicallydif