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COM2603 Assignment 1 Semester 2 2023 (761325) - DUE 21 August 2023
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COM2603 Assignment 1Semester 2 2023
(761325)
QUESTIONS AND
ELABORATE ANSWERS
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, 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)
1.1.2 Culture is dynamic and heterogeneous (5)
1.1.1 Culture is shared: Culture refers to the set of shared beliefs, values, customs, and
behaviors that a particular group of people in a society have in common. It is something
that is collectively learned and passed down from one generation to another within that
group. In the scenario provided, there are examples of shared culture among the
Kenyan customers and employees:
Respect for older managers: The fact that Kenyan customers show respect to older
managers demonstrates a shared cultural value of honoring and showing deference to
elders. This respect for authority figures is likely deeply ingrained in the local culture and
is expected in interactions within the workplace and beyond.
Rudeness to older managers: On the other hand, the observation that Kenyan customers
do not speak rudely to older managers, even when they are angry, can also be seen as a
reflection of shared cultural norms. It suggests that despite any disagreements or
negative emotions, there are certain boundaries in communication and behavior that
are respected and adhered to by members of the society.
1.1.2 Culture is dynamic and heterogeneous: Culture is not a static entity; rather, it is
constantly evolving and adapting to various influences and changes over time. It can
also be diverse and varied within a single society, showing differences among
individuals and subgroups. This dynamic and heterogeneous nature of culture is evident
in the scenario:
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