Exam (elaborations)
COM2603 Assignment 1 Semester 2 - 21 August 2023
- Institution
- University Of South Africa (Unisa)
COM2603 Assignment 1 Semester 2 - 21 August 2023
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COM2603ASSIGNMENT 1
SEMESTER 2
UNIQUE NUMBER: 761325
DUE DATE: 21 August 2023
NB: This assignment must be submitted by all students who are registered for the COM2603
module in the second semester of 2023
INTRODUCTION (2½)
You need to introduce the entire assignment by briefly introducing all three sections
discussed in the assignment.
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 share
Culture being "shared" implies that a group of people in a community or society hold
common values, beliefs, and practices. In the scenario, the Kenyan customers'
respectful behavior towards older managers reflects a shared cultural norm. This
behavior is consistent among Kenyan customers, indicating a shared value of
showing respect to authority figures within their society. Additionally, the adoption of
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