Cross-cultural communication: East vs. West

Abstract

Relying on data collected from in-depth interviews and participant observation, as well as secondary data, this chapter compares the cross-cultural communication processes between easterners and westerners in an Asian cultural context, namely, that of Taiwan, as well as the potential influences of Confucianism and the theory of “manners of different orders.” Our data reveal that westerners tend to communicate with Taiwanese people in an outspoken and brusque way and to make few changes during the communication process. On the contrary, easterners are inclined to communicate with a gentler approach and make adjustments for the local culture. We also find that Confucianism and the theory of manners of different orders have strong influences on cross-cultural communication strategies and performance. This chapter provides evidence to support the arguments that the theory of manners of different orders may play an even more significant role than the individualism–collectivism paradigm in explaining the causes of better communicational performance in Taiwan and possibly mainland China. Implications, limitations, and suggestions for future research are provided based on these findings.

Citation

Hsieh, Y.J. (2011), "Cross-cultural communication: East vs. West", Zou, S. and Fu, H. (Ed.) International Marketing (Advances in International Marketing, Vol. 21), Emerald Group Publishing Limited, Leeds, pp. 283-307. https://doi.org/10.1108/S1474-7979(2011)0000021015