COM2603 ASSIGNMENT 1
SEMESTER 2 2023.
ASSIGNMENT DUE ON
21 AUGUST 2023.
UPDATED VERSION.
COM2603 Assignment 1 Semester 2 2023 () - DUE
21 August 2023
SECTION 1
INTERCULTURAL COMMUNICATION QUESTION 1
Read the scenario below and answer the questions that follow. Managers at Z&B, a ...
ASSIGNMENT DUE ON
21 AUGUST 2023.
UPDATED VERSION.
,COM2603 Assignment 1 Semester 2 2023 (761325) - DUE
21 August 2023
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 itsAfrican customers. As an intercultural communication
expert, you have been asked to define culture, so that the managers can have a deeper
understandingof what it entails.
1.1 Describe the following characteristics of culture, by using examples fromthe scenario
above.
1.1.1 Culture is shared (5)
Culture is a shared set of beliefs, values, norms, and practices that a group of people have in
common. It shapes the way individuals within that group interact with each other and with
outsiders. In the scenario, the cultural characteristic of being respectful to older managers among
Kenyan customers illustrates the shared value of showing deference and reverence to authority
figures. This behavior is notjust an individual trait but a cultural norm observed among Kenyan
customers at the multinational coffee shop. The common understanding of this behavior creates
a sense of cohesion and identity among the Kenyan customers.
1.1.2 Culture is dynamic and heterogeneous (5)
Culture is not static; it evolves over time, adapting to changing circumstances andinteractions with
other cultures. It is also heterogeneous, meaning there can be
, significant variations within a culture based on factors like age, geography, and exposure to
other cultures. The scenario provides an example of this when it mentions that some Kenyan
customers in urban areas speak English with an American accent. This adaptation of the
language reflects the influence of American culture on their communication style, showcasing
the dynamic nature ofculture. Additionally, the observation that some Kenyan customers are very
rude while others are respectful demonstrates the heterogeneity within the Kenyan culture.
Different individuals within the same culture may have varying communication styles,
influenced by personal experiences and exposure to different cultural influences.
QUESTION 2
According to Martin et al. (2013), there are four stages that minority andmajority identities
go through, in their identity development.
2.1 Discuss the following phases in minority identity development, and provideexamples
from your own experience:
2.1.1 Conformity (5)
In the conformity phase, individuals from minority groups may adopt the values, norms, and
behaviors of the dominant culture to fit in and be accepted. They may suppress or downplay
aspects of their own cultural identity to avoid discriminationor social exclusion. An example
from my own experience is when I moved to a new country and found it easier to conform to
the local customs and traditions to be accepted by the majority. I tried to adopt the local accent,
dress, and social norms to feel like I belonged.
2.1.2 Resistance and separatism (5)
In this phase, individuals from minority backgrounds begin to reject the dominantculture's
norms and values. They may seek to preserve and promote their own cultural identity and form
separate social circles or communities. An example could be a group of immigrants who feel
marginalized and excluded, so they establish their own cultural associations or events to
celebrate their heritage and find support from others who share similar experiences.
2.2 Discuss the following stages in majority identity development, and provideexamples
from your own experience.
2.2.1 Acceptance (5)
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