{"id":333,"date":"2022-04-04T16:00:02","date_gmt":"2022-04-04T16:00:02","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/chapter\/culture-and-communication\/"},"modified":"2022-04-04T16:00:02","modified_gmt":"2022-04-04T16:00:02","slug":"culture-and-communication","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/chapter\/culture-and-communication\/","title":{"raw":"Culture and Communication","rendered":"Culture and Communication"},"content":{"raw":"\n<div class=\"textbox learning-objectives\">\n<h3>Learning Outcomes<\/h3>\n<ul>\n \t<li>Describe strategies to adapt communication for an intercultural audience<\/li>\n<\/ul>\n<\/div>\n<img class=\"wp-image-3362 size-medium alignright\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/04\/25165055\/10314223086_4c2ed38e49_o-300x212.jpg\" alt=\"Photo of two women and one man.\" width=\"300\" height=\"212\">\n\nCulture and communication are inextricably linked, and messages can be misconstrued without an awareness of a particular cultural or subcultural context. As Richard Bucher notes in <em>Diversity Consciousness: Opening Our Minds to People, Cultures and Opportunities<\/em>, \u201cCommunication takes place whenever meaning is attached to a message.\u201d However, because of differences in how a message is interpreted, the intended meaning or message may not be what is received. When people attach different meanings to gestures, symbols or words, miscommunication can result, with significant financial repercussions.\n\nIn the aftermath of the Air-Allah incident, Nike Communications Manager Roy Agostino reflected \"As our brand continues to expand, we have to deepen our awareness of other world communities.\"[footnote]Jury, Louise. \"<a href=\"https:\/\/www.independent.co.uk\/news\/nike-to-trash-trainers-that-offended-islam-1257776.html\" target=\"_blank\" rel=\"noopener\">Nike to trash trainers that offended Islam<\/a>.\" <em>Independent<\/em>, 25 Jun 1997. Web. 26 June 2018.[\/footnote] The way Nike responded to this incident provides perspective on how to adapt communication for an intercultural audience. Two of the keys to effective communication\u2014and business\u2014are cultural awareness and respect. Although well intentioned, Nike\u2019s initial fumble was making a slight modification in the air logo design without additional testing or review. Alerted (or confronted, depending on the point of view) to the offense by the Council on American-Islamic Relations (CAIR), Nike attempted to do damage control and divert the Air shoe stock from \u201csensitive\u201d markets. CAIR issued a demand for a total recall, referring to the proposed diversion as a cost-benefit analysis proposition that didn\u2019t show respect for Muslims and stated that the logo was offensive regardless of where the shoes were sold. Nike\u2019s subsequent actions reflected its intent to work toward the cultural awareness and engagement end Agostino identified.\n\nHere are some timeline excerpts:\n<ul>\n \t<li style=\"font-weight: 400;\">NIKE apologized to the Islamic community for any unintentional offense to their sensibilities.<\/li>\n \t<li style=\"font-weight: 400;\">NIKE implemented organizational changes to their design department to tighten scrutiny of logo design. Responsibility has been centralized into one department, and all graphic designs must now be approved by a design review board.<\/li>\n \t<li style=\"font-weight: 400;\">NIKE has taken measures to raise their internal understanding of Islamic issues. Specifically:\n<ul>\n \t<li style=\"font-weight: 400;\">Worked with CAIR to identify reference materials to include in their Design Library<\/li>\n \t<li style=\"font-weight: 400;\">Scheduled a discussion on Islamic imagery at their next Design Summit<\/li>\n \t<li style=\"font-weight: 400;\">Centralized the graphic design process to ensure those with familiarity in Islamic issues evaluate all graphic designs<\/li>\n \t<li style=\"font-weight: 400;\">Conducted a formal investigation into this issue, and CAIR is satisfied that no deliberate offense to the Islamic community was intended.[footnote]Khan, Mas'ud Ahmed. \"<a href=\"http:\/\/masudblog.com\/allah-on-nike-shoes\/\" target=\"_blank\" rel=\"noopener\">'Allah' on Nike Shoes<\/a>,\" 20 Oct 2008. Web. 24 April 2018.[\/footnote]<\/li>\n<\/ul>\n<\/li>\n<\/ul>\nNote: Although Nike was ultimately \u201ccleared\u201d of any ill intent by CAIR, twelve years later the perceived offense was still being heard in the court of the Internet, with agitators \u201ccalling into question the faith of people who do not then forward the email on to an x number of other Muslims.\u201d[footnote]Ibid.[\/footnote] Perspective point: In the case of cultural relations, the sales adage \u201cit is better to ask forgiveness than permission\u201d does not apply.\n<div class=\"textbox tryit\">\n<h3>Practice Question<\/h3>\nhttps:\/\/assessments.lumenlearning.com\/assessments\/8696\n\n<\/div>\n<h2>Contribute!<\/h2>\n<div style=\"margin-bottom: 8px;\">Did you have an idea for improving this content? We\u2019d love your input.<\/div>\n<a style=\"font-size: 10pt; font-weight: 600; color: #077fab; text-decoration: none; border: 2px solid #077fab; border-radius: 7px; padding: 5px 25px; text-align: center; cursor: pointer; line-height: 1.5em;\" href=\"https:\/\/docs.google.com\/document\/d\/1AASdAzZFzpsjHvTny9ilnwNlXKPYwiZiZ_04mhPZJ8o\" target=\"_blank\" rel=\"noopener\">Improve this page<\/a><a style=\"margin-left: 16px;\" href=\"https:\/\/docs.google.com\/document\/d\/1vy-T6DtTF-BbMfpVEI7VP_R7w2A4anzYZLXR8Pk4Fu4\" target=\"_blank\" rel=\"noopener\">Learn More<\/a>\n","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Outcomes<\/h3>\n<ul>\n<li>Describe strategies to adapt communication for an intercultural audience<\/li>\n<\/ul>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3362 size-medium alignright\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/2785\/2018\/04\/25165055\/10314223086_4c2ed38e49_o-300x212.jpg\" alt=\"Photo of two women and one man.\" width=\"300\" height=\"212\" \/><\/p>\n<p>Culture and communication are inextricably linked, and messages can be misconstrued without an awareness of a particular cultural or subcultural context. As Richard Bucher notes in <em>Diversity Consciousness: Opening Our Minds to People, Cultures and Opportunities<\/em>, \u201cCommunication takes place whenever meaning is attached to a message.\u201d However, because of differences in how a message is interpreted, the intended meaning or message may not be what is received. When people attach different meanings to gestures, symbols or words, miscommunication can result, with significant financial repercussions.<\/p>\n<p>In the aftermath of the Air-Allah incident, Nike Communications Manager Roy Agostino reflected &#8220;As our brand continues to expand, we have to deepen our awareness of other world communities.&#8221;<a class=\"footnote\" title=\"Jury, Louise. &quot;Nike to trash trainers that offended Islam.&quot; Independent, 25 Jun 1997. Web. 26 June 2018.\" id=\"return-footnote-333-1\" href=\"#footnote-333-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a> The way Nike responded to this incident provides perspective on how to adapt communication for an intercultural audience. Two of the keys to effective communication\u2014and business\u2014are cultural awareness and respect. Although well intentioned, Nike\u2019s initial fumble was making a slight modification in the air logo design without additional testing or review. Alerted (or confronted, depending on the point of view) to the offense by the Council on American-Islamic Relations (CAIR), Nike attempted to do damage control and divert the Air shoe stock from \u201csensitive\u201d markets. CAIR issued a demand for a total recall, referring to the proposed diversion as a cost-benefit analysis proposition that didn\u2019t show respect for Muslims and stated that the logo was offensive regardless of where the shoes were sold. Nike\u2019s subsequent actions reflected its intent to work toward the cultural awareness and engagement end Agostino identified.<\/p>\n<p>Here are some timeline excerpts:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">NIKE apologized to the Islamic community for any unintentional offense to their sensibilities.<\/li>\n<li style=\"font-weight: 400;\">NIKE implemented organizational changes to their design department to tighten scrutiny of logo design. Responsibility has been centralized into one department, and all graphic designs must now be approved by a design review board.<\/li>\n<li style=\"font-weight: 400;\">NIKE has taken measures to raise their internal understanding of Islamic issues. Specifically:\n<ul>\n<li style=\"font-weight: 400;\">Worked with CAIR to identify reference materials to include in their Design Library<\/li>\n<li style=\"font-weight: 400;\">Scheduled a discussion on Islamic imagery at their next Design Summit<\/li>\n<li style=\"font-weight: 400;\">Centralized the graphic design process to ensure those with familiarity in Islamic issues evaluate all graphic designs<\/li>\n<li style=\"font-weight: 400;\">Conducted a formal investigation into this issue, and CAIR is satisfied that no deliberate offense to the Islamic community was intended.<a class=\"footnote\" title=\"Khan, Mas'ud Ahmed. &quot;'Allah' on Nike Shoes,&quot; 20 Oct 2008. Web. 24 April 2018.\" id=\"return-footnote-333-2\" href=\"#footnote-333-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Note: Although Nike was ultimately \u201ccleared\u201d of any ill intent by CAIR, twelve years later the perceived offense was still being heard in the court of the Internet, with agitators \u201ccalling into question the faith of people who do not then forward the email on to an x number of other Muslims.\u201d<a class=\"footnote\" title=\"Ibid.\" id=\"return-footnote-333-3\" href=\"#footnote-333-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a> Perspective point: In the case of cultural relations, the sales adage \u201cit is better to ask forgiveness than permission\u201d does not apply.<\/p>\n<div class=\"textbox tryit\">\n<h3>Practice Question<\/h3>\n<p>\t<iframe id=\"lumen_assessment_8696\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=8696&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_8696\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n<\/div>\n<h2>Contribute!<\/h2>\n<div style=\"margin-bottom: 8px;\">Did you have an idea for improving this content? We\u2019d love your input.<\/div>\n<p><a style=\"font-size: 10pt; font-weight: 600; color: #077fab; text-decoration: none; border: 2px solid #077fab; border-radius: 7px; padding: 5px 25px; text-align: center; cursor: pointer; line-height: 1.5em;\" href=\"https:\/\/docs.google.com\/document\/d\/1AASdAzZFzpsjHvTny9ilnwNlXKPYwiZiZ_04mhPZJ8o\" target=\"_blank\" rel=\"noopener\">Improve this page<\/a><a style=\"margin-left: 16px;\" href=\"https:\/\/docs.google.com\/document\/d\/1vy-T6DtTF-BbMfpVEI7VP_R7w2A4anzYZLXR8Pk4Fu4\" target=\"_blank\" rel=\"noopener\">Learn More<\/a><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-333\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Culture and Communication. <strong>Authored by<\/strong>: Nina Burokas. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Diversity. <strong>Authored by<\/strong>: Oregon Department of Transportation . <strong>Provided by<\/strong>: flickr. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/oregondot\/10314223086\/in\/album-72157636626516816\/\">https:\/\/www.flickr.com\/photos\/oregondot\/10314223086\/in\/album-72157636626516816\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-333-1\">Jury, Louise. \"<a href=\"https:\/\/www.independent.co.uk\/news\/nike-to-trash-trainers-that-offended-islam-1257776.html\" target=\"_blank\" rel=\"noopener\">Nike to trash trainers that offended Islam<\/a>.\" <em>Independent<\/em>, 25 Jun 1997. Web. 26 June 2018. <a href=\"#return-footnote-333-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-333-2\">Khan, Mas'ud Ahmed. \"<a href=\"http:\/\/masudblog.com\/allah-on-nike-shoes\/\" target=\"_blank\" rel=\"noopener\">'Allah' on Nike Shoes<\/a>,\" 20 Oct 2008. Web. 24 April 2018. <a href=\"#return-footnote-333-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-333-3\">Ibid. <a href=\"#return-footnote-333-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":395986,"menu_order":10,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Culture and Communication\",\"author\":\"Nina Burokas\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Diversity\",\"author\":\"Oregon Department of Transportation \",\"organization\":\"flickr\",\"url\":\"https:\/\/www.flickr.com\/photos\/oregondot\/10314223086\/in\/album-72157636626516816\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"68fd7861-857e-4cd7-ae59-fd233dd5104f, ffbb66ab-e596-473d-9b9a-1ddb2e463ee1","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-333","chapter","type-chapter","status-publish","hentry"],"part":323,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/pressbooks\/v2\/chapters\/333","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/wp\/v2\/users\/395986"}],"version-history":[{"count":0,"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/pressbooks\/v2\/chapters\/333\/revisions"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/pressbooks\/v2\/parts\/323"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/pressbooks\/v2\/chapters\/333\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/wp\/v2\/media?parent=333"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/pressbooks\/v2\/chapter-type?post=333"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/wp\/v2\/contributor?post=333"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/esc-businesscomskills\/wp-json\/wp\/v2\/license?post=333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}