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COM2603 Assignment 1 2023
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COM2603 Assignment 1
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COM2603Assignment 1
This document contains
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the question below
Admin
JIMMY COSMAS
@JIMMYCOSMAS46@GMAIL.COM
, SECTION 1 INTERCULTURAL COMMUNICATION
QUESTION 1
Read the scenario below and answer the questions that follow. Managers at Z&B, a
United States (US) multinational coffee shop in Kenya, are trying to understand the culture
of their employees and customers on the African continent. They have noted that, unlike
their US customers, Kenyan customers show respect to older managers and do not speak
rudely to them, even when they are angry. They have also observed that some Kenyan
customers are very rude and speak English with an American accent, especially those
who live in urban areas. The managers want to understand African culture, so the
company can find the best way to communicate with its African customers. As an
intercultural communication expert, you have been asked to define culture, so that the
managers can have a deeper understanding of what it entails.
1.1 Describe the following characteristics of culture, by using examples from the scenario
above.
1.1.1 Culture is shared (5)
Culture is shared: Culture is a set of shared beliefs, values, behaviors, and norms that
are passed down from generation to generation within a specific group of people. In the
scenario provided, there are clear examples of shared culture among Kenyan customers
and employees at Z&B.
For instance, Kenyan customers show respect to older managers, regardless of their
individual personalities or backgrounds. This behavior of showing respect to elders is
likely deeply ingrained in Kenyan culture and is shared by many individuals across the
country.
Similarly, the observation that some Kenyan customers living in urban areas speak
English with an American accent points to a shared cultural influence. It suggests that
certain urban areas in Kenya might be more exposed to American media, entertainment,
or educational materials, leading to the adoption of an American accent when speaking
English. This shared linguistic influence is a result of cultural interactions and exposure
within the specific urban communities.
1.1.2 Culture is dynamic and heterogeneous (5)
Culture is dynamic and heterogeneous: Culture is not static but rather dynamic,
constantly evolving and adapting to various internal and external factors. It can change
over time due to factors such as globalization, technological advancements, migration,
and intercultural interactions.
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