Cross Cultural Communication. The Lewis Model and the Differences between Cultures (PDF)

Seminar paper from the year 2018 in the subject Communications - Intercultural Communication, grade: 1,7, University of Applied Sciences Bielefeld, language: English, abstract: The aim of this work is to explain the construct of cross-cultural communication using the Richard D. Lewis model and to analyze the differences between cultures. Intercultural communication is often associated with problems, misunderstandings and prejudices. In order to smooth communication and to understand the cultures of other countries there are countless models that try to condense cultural behaviour. While some researchers have looked at geographical divisions like north, south, east and west, others classified people by religion (Muslim, Christian, Hindu) or even by race (African, Indian, Arab). But how do you define the east? How do you classify a person that is African-Arab? Lewis seems to have found a solution to the problem by developing the culture type model in 1996. There are three types of cultures and each nation is analyzed and assigned in detail. Since it is represented as a triangle, hybrid types are also possible. The present work focuses on this model.

A German who is constantly punctual, a Mexican who always interrupts one, or a Japanese who doesn't keep eye contact during the conversation. All these are examples of cultural behavior. While the Mexican can't understand why a German has to leave the meeting at four o'clock on the dot, the Japanese finds it impolite that the Mexican won't let anyone finish the sentence. One often only becomes aware of cultural characteristics and specialties when you move within another culture. These kinds of cross-cultural relations only exist as a result of globalization, the internationalization of markets and new communication technologies. Today, almost everyone is able to communicate and collaborate with people from all over the world. These developments show that intercultural communication and competence is becoming an increasingly important topic. Hardly any large company operates only in its own country. If one wants to make profit, one has to offer one's products not only in one's home country, but all over the world. It is essential to know the cultural values and behaviors of other nations to be successful in other markets. Also, political and economic associations like the EU or NAFTA support international collaboration and it is seen as essential and desirable.