Study highlights need for increasingly diverse approaches in teaching of intercultural communication

A new study by researchers at the University of Jyväskylä and the University of Eastern Finland highlights the need for multiple approaches in the teaching of intercultural communication in the context of international business.

Studies in intercultural communication constitute a key element in the international business and sales management syllabus; however, instruction is often too heavily focused on structures stemming from national cultures and their differences. Authored by University Lecturer Lotta Kokkonen and Associate Professor Jonna Koponen, the study suggests that effective teaching of intercultural communication requires understanding and integration of three different approaches to a culture: the positivist, the interpretive and the critical approach.

The work is published in the journal Business and Professional Communication Quarterly.

The positivist approach sees a culture as an unchangeable system allowing, e.g., comparisons between different cultures. This approach is often applied when comparing business negotiation styles between different cultures.

The interpretive approach, on the other hand, emphasizes the social construction of a culture through interaction. This approach views a culture as socially constructed, changing and negotiated through interaction, with the present study focusing on the experiences of individuals and groups. The critical approach, in turn, focuses on structural inequalities, manifestations of power, and societal discourses.

According to Kokkonen and Koponen, the theory of interpersonal knowledge can be applied, emphasizing genuine interaction between individuals. This helps to understand why mere cultural-level knowledge is not enough for building trust between salespeople and customers in the context of international business.

“The diversity of a culture should be better acknowledged when teaching intercultural communication, and students should learn to examine phenomena from multiple perspectives. This gives them better capabilities to navigate genuinely intercultural interaction situations. For example, the ability to use interpersonal knowledge is a key skill in developing international customer relationships,” Koponen concludes.

The study offers valuable insight for higher education institutions and companies wishing to improve their intercultural communication in the context of international business.