INTRODUCTION:

It is patently obvious that linguistic and cultural variations can hinder effective communication while conducting business across international borders. At some point or another, we've all had difficulties understanding another culture. When trying to grasp the significance of a communication, the recipient inevitably applies his or her own bias and worldview. The recipient may understand each word of a communication yet miss the larger point. Because of this, the receiver is left feeling bewildered and anxious.

It's possible that people who are aware of the cultural barrier will nonetheless communicate badly, using non-verbal signs that aren't appropriate.¹

Topics like globalisation, internationalisation of markets and higher education, and new communication technologies are frequently discussed and heard about these days.² We can now move freely through barriers. Almost everyone, regardless of where they are or what time it is, can reach anyone else they want to. If we take a look at the business sector, for instance, we can see that the vast majority of established firms today have a global presence. The only way for an Indian businessman to turn a profit is to sell his wares internationally, not just within India. This means that cross-cultural communication is essential to his job performance. Because of this shift, "cross-cultural communication" is becoming increasingly vital.

Recent years have seen a rise in the significance of cultural pursuits. Everywhere you look, there are chances for different ideas to mix.³ Cultural evolution is mediated by the two-way flow of information.⁴One of the most significant aspects of our culture is the way we behave and interact with one another.⁵ Culture also dictates the standards by which things are judged. This means that communicating, understanding, and appreciating with persons from diverse cultural backgrounds will become more challenging. As a way of life, culture is in a permanent state of evolution.⁶Language, nonverbal cues, rituals, social mores, value judgments, and notions of time and space are the facets of communication that need to be taken into account when talking about culture. Intercultural communication has emerged as a distinct academic discipline in response to growing awareness of the need to bridge cultural divides via effective communication. When people from different cultural backgrounds interact, it's important for them to understand how each culture's unique values and norms shape the dynamic.⁷People's sense of self and their interpersonal dynamics are profoundly influenced by their cultural identities. A robust sense of cultural identification can be beneficial to a person's well-being. People's sense of security and belonging increases when they are able to identify with a specific cultural group.⁸Knowledge and skills drive a nation's economy and its ability to improve its citizens' standard of living.⁹The ability to communicate effectively with those from diverse cultural backgrounds is becoming increasingly valuable due to interconnected society. Therefore, cultural competence is a must-have skill in today's globalised world.¹⁰Across the board, globalisation has had a profoundly positive effect on our economy and way of life.¹¹Globalization is profoundly influencing how we see ourselves and the world around us. Globalization affects the way we perceive and experience physical or territorial space and time. For example, new social geographies are being formed that redefine how individuals and populations interact with each other.¹²

Significance of studying cultural differences in nonverbal communication:

Nonverbal cues are just as important as words when it comes to conveying meaning in social interactions. While most studies on cross-cultural communication and second-language acquisition focus on the linguistic aspects of these processes, nonverbal cues might be as as, or even more significant in everyday interactions. It is impossible to separate culture from language. There are linguistic variances between all countries, just as there are differences in the views, values, attitudes, and behaviours that each of us brings to the table as a result of our cultural upbringing. Economic globalisation and advances in communication technology have facilitated increased opportunities for interaction between people of different cultural backgrounds, leading to an increase in the frequency with which such interactions take place. There are disparities in how people express themselves verbally and nonverbally due to cultural norms. Misunderstandings can persist because people aren't always aware of the nonverbal clues that lead them to infer that they're being hated, disrespected, or disapproved of.¹³ As a result, it can be difficult and frustrating to communicate between cultures. Culture shock is the result of being immersed in a new environment where the language, attitude, values, and behaviour are foreign to own individual experience.¹³ The study of cultural differences in nonverbal communication provides insight into implicit norms and values and shows fundamental characteristics of human societies. Studying nonverbal behaviour across cultures can help individuals get over their own ethnocentrism because much of it speaks a common language. As an added bonus, it's easier for people from various cultures to understand one other's affective or emotional states if they are familiar with each other's attitudes and behaviours.

LITERATURE REVIEW:

The term "intercultural communication" was coined by Edward T. Hall, who used it in his seminal work The Silent Language. All scholars and professionals in the field of intercultural communication agree that Hall was the pioneer and innovator. The Silent Language's emphasis on "nonverbal" communication is a major contribution, as is the book's exploration of the invisible facets of human communication, such as proxemics (the effect of physical distance on communication) and chronemics (the effect of time on communication).¹⁴ Due to the rise of globalisation, cross-cultural interaction is more common and crucial than ever before.¹⁵ However, numerous studies show that nonverbal behaviours are often misunderstood or used incorrectly, leading to communication breakdowns or misunderstandings across cultures.^14,16,17 Most of the interpersonal and even cross-cultural communication we engage in every day is nonverbal (psychology.about.com, 2011). Whenever more than one person from a different culture gets together, misunderstandings are to be expected due to the fact that the meanings of nonverbal cues vary culturally. As a result, misunderstandings might arise simply due to the fact that norms and values vary by culture. The use of nods is a perfect example of this. One nod of the head denotes "yeah" or "OK" in Moroccan culture, but "no" in Greek, Iranian, and Turkish contexts.¹⁸ Communicating nonverbally is "the silent language—the language of behaviour," as described by Hall (1973). (p. xv).¹⁹ Many intellectuals agree that kinesics (facial expressions, movements, and gestures), proxemics (space and distance), vocalics (paralanguage), physical appearance (attire), chronemics (time), haptics (touch), and oculesics (eye movements) are all forms of nonverbal communication.^19,20,21,22

Intercultural Communication:

The goal of intercultural communication is mutual understanding and the development of meaningful connections between persons of various cultural backgrounds.^23,24 It is a dynamic process in which the outcome is always unique due to the influence of a number of factors, such as the diverse cultural origins of individuals, situational conditions, and context.^23,24 Edward T. Hall, who himself grew up in a culturally diverse setting, is credited with introducing intercultural communication as a topic of study.²⁵ His research was influenced by cultural anthropology, linguistics, ethology (animal behaviour, biology), and Freudian psychoanalysis as well as his own first-hand observations of interactions between people of diverse cultural backgrounds.²⁴ The development and upkeep of international trade depends heavily on effective intercultural communication.²³ In today's global economy, workers must be willing to travel internationally for their jobs and converse fluently with clients, coworkers, and consumers who speak a variety of languages in order to take full advantage of all available markets.^24,26 Values, worldview, beliefs, conduct, language, and interpersonal interactions are all profoundly shaped by one's culture.²⁷ MNCs' productivity may suffer as a result of working with individuals who speak a language other than their own and who have distinct cultural norms and expectations. While multinational corporations (MNCs) may have laws in place regarding internal communications, these policies often backfire when MNCs discover that their organisational values are at odds with those of the communities in which they operate.²⁸ Managers who want to work efficaciously should study the background and character of the people they work with, as this will help them better anticipate how others will react in tense situations. This is a skill sometimes referred to as "intercultural communication competency," and it can help people from diverse backgrounds better understand one another. A willingness to learn, openness to the unfamiliar, respect, empathy, and nonjudgmental treatment of persons of diverse cultural backgrounds are all essential components of intercultural communication competency.^29,30 People Others who possess this skill set are often in a position to facilitate communication between those of different cultural backgrounds.²⁴

Barriers to Intercultural Communication:

There will be advantages and disadvantages to any intercultural encounter involving people from various countries and cultural traditions.³¹ Anxiety, stereotypes, bias, nonverbal exchanges, ethnocentrism, xenophobia, racism, discrimination, and mistaking similarities for differences are few of the numerous obstacles to effective intercultural communication.^27,31,32,33 LaRay Barna (1994), who primarily researched intercultural communication barriers in the field of education, is credited for developing the majority of these barriers for the first time. However, these barriers are extensively employed in the field of international business study.^24,32 Bennet (2013) claims that Barna's idea was among the earliest and best five findings of what prevents people from engaging in more fruitful intercultural communication and constructing stronger intercultural relationships.³⁴

Nonverbal Misinterpretations:

The language barrier, which is what most tourists believe to be the only one, is actually just the beginning of the challenges you will face when travelling abroad.³² In contrast to spoken languages, nonverbal communication varies greatly from person to person, thus while people are very cognizant of linguistic diversity, they are considerably less so when it comes to understanding the meaning of nonverbal signals and symbols.²⁴ Although a person's facial expressions might serve as a clue to their emotional state, doing so is not always easy. Some cultures teach its members to hide their feelings while others encourage them. People that share a language are often deceived into thinking they have similar values, norms, and perspectives.³² When communicating between cultures, it is crucial to be aware of the power of nonverbal cues, which are often used to fill in the gaps left by ambiguous or imprecise verbal exchanges.³⁵ What we consider to be appropriate, acceptable, and effective in the way of nonverbal communication is shaped by our cultural common sense. Nonverbal clues including gestures, posture, silence, unique relationships, emotional responses, touches, and physical appearance all play a role in how we interpret our social encounters and guide our decisions.²⁴ The relative value of verbal and nonverbal cues varies between cultures as well.³⁵ Nonverbal cues are just as susceptible to misunderstanding as words. When trying to decipher someone's nonverbal cues, it's important to keep their cultural background in mind. Some cultures are high-context, such as China and Japan, where the majority of information sent in conversation is either in the physical context or internalised by the individual.^24,31,35,36Some cultures, like those in the Nordic region, are low-context because they place a higher value on words and are more explicit when communicating. Even though people in these contexts certainly engage in and value nonverbal communication, they tend to lay less emphasis on it than they do on the words themselves.^24,35 Easy-to-observe nonverbal indications and symbols (such as gestures, postures, and other bodily movements) that are not understood create a significant gap in communication.³² It is however feasible to acquire the meanings of these communications, typically through informal rather than formal means. Understanding the other culture's unstated codes, such as how they deal with time, relationships, and subtle gestures of respect or formality, might be more challenging.^24,32 It's not uncommon for native speakers to assume that non-native speakers understand the underlying meanings and concepts of the language. Fewer misunderstandings are what they anticipate. Although grammatical and pronunciation errors are generally ignored, pragmatic failures such as an apology that is misunderstood as an excuse are not so easily forgiven and may even be seen as incompetent and disrespectful.³⁷

Forms of nonverbal communication that leads to cross culture communication:

Nonverbal communication can take various forms, including hand gestures, greets, body movements, facial emotions, and other types of emotional responses.³⁸ Additionally, we communicate with one another through the use of touch, eye contact, and personal space. We rely heavily on nonverbal cues to communicate messages in conversation. As a result, what people do definitely takes precedence over what they verbally communicate. And the way in which a subject is presented is considerably more important than the words themselves. Particularly so in highly contextualised societies, where meaning is inferred indirectly through contextual signals rather than directly through translation.³⁹ To overcome cross-cultural challenges and avoid misunderstandings, it is necessary to comprehend the study of kinesics (facial and body movements), oculesics (eye contact), vocalics (paralanguage), proxemics (spatial distance), haptics (touch), and chronemics (time).⁴⁰

· Kinesics:

Facial expression is a subset of nonverbal communication known as kinesics, or bodily movement. It refers to the scientific study of how the body communicates. Kinesics can be extremely insightful. In reality, one can obtain a better sense of a person's emotions by paying attention to the body language they exhibit.²² The human face is capable of a wide range of expressions. Although many of these are unique to each culture, others are shared by all cultures worldwide. When people are taught from an early age in some cultures to suppress certain feelings, it can be difficult for them to learn to detect these expressions in others.

· Oculesics:

The eyes are the most expressive feature of the face. The study of eye movement and behaviour is known as oculesics. Nonverbal cues, such as eye movement, have a profound effect on face-to-face encounters.²² People use their eyes to communicate nonverbally. The eyes are thought to be especially sensitive to social cues. We may say a lot with our eyes without actually saying anything. Simply by glancing into someone's eyes, one may determine how they are feeling. To put it another way, a person's eyes can convey information about them that their words may not.

· Vocalics:

Vocalics is the study of vocal expression, or how humans use their voices to communicate. The term vocalics refers to any vocal-auditory behaviour that does not include spoken words. The emphasis is on the pronunciation of the words rather than on their literal meaning.^22,41 The fact that we utilize our voices whenever we speak has led many to incorrectly label the voice as a type of verbal communication. It's important to stress that the term "vocalics" encompasses all aspects of the voice apart from words because the voice conveys through nonverbal sounds like pitch and tone. Because of this we call it "paralanguage,", it involves elements of a message that are spoken but not spoken in their entirety.²² Messages are frequently delivered through vocalics without the use of language. A conversor can learn the physical, emotional, and attitude of the speaker when they disregard the words and focus just on the voice.²²

The nonverbal portion of a message consists of vocal features such as verbal fillers and vocal qualifiers that follow spoken signals.

Verbal Fillers - sounds made to fill silences when someone is thinking on what to say. Those words don't have any particular significance. Sounds like "um" and "uh" are used as filler words while people think on what to say next.²²

Vocal Qualifiers -It's the manner a speaker frames what they're saying verbally. They include the loudness, pitch, speed, and tone of the voice, which can combine with the consonant and vowel articulation to convey the speaker's emotional and mental state.²²

· Proxemics:

Proxemics is the field that investigates how people's spatial contexts affect their communication. This as well is governed by cultural norms. Most of the time, we're comfortable just letting close friends and family into our "personal bubble" — the area immediately surrounding us — and we can be offended or at least startled when others enter that area without our consent.²² In layman's terms, proxemics refers to how near one person is to another when they are conversing, in addition to the amount of physical distance one maintains among close associates, acquaintances, and total strangers.¹⁹Space is used differently in different cultural contexts. Proxemics is an unconsciously taught behaviour. In most cases, people aren't given clear guidance on how much space they should maintain between themselves and others. They pick up these habits from studying those around them.

· Haptics:

When talking about "soft skills," an in-depth understanding of "haptics" is crucial. The name "haptics" comes from the Greek phrase I touch," which describes the field perfectly. In various contexts, this field examines the role of touch in conveying meaning. It's a term for the nonverbal language of touch. The meaning of touch can vary greatly from one culture to the next. The use of touch in social interactions is perceived as natural in some cultures but as intrusive and rude in others.

· Chronemics:

The study of time's significance in nonverbal exchanges is known as chronemics. It sheds light on the ways in which individuals and groups negotiate the passage of time during conversation and interpersonal interactions. Culture can be broken down into two categories in terms of chronemics, reflecting the divergent ways in which its members value and make use of time. Different societies observe either a monochronic or polychronic time system. The former, sometimes referred to as "M-time," focuses on completing one activity at a time and adhering to a predetermined schedule. In other words, members of this culture (monochronist) tend to carry out their tasks in a sequential manner. On the other hand, P-Time societies employ a unique perspective on time. Relationships between people are more valued by polychronist. They are able to improvise and complete a variety of activities with ease. The interactions that take place inside a polychronic culture are repetitive and, for the most part, aimless. While in a culture that is monochronic, communications are transmitted in a sequential manner and follow a predetermined pattern.

WHY KNOWING CULTURE CONTEXT IS IMPORTANT:

The distinction between high- and low-context cultures can also shed light on the topic of cultural differences in nonverbal communication. People in high-contact societies tend to stand close together when speaking and may physically touch one other several times during a conversation.^22,42 Cultures with a high emphasis on context tend to rely less on words and more on body language. During this instance, the speaker uses oblique language to convey their meaning. In order to express meaning, people rely on interpersonal connections, social hierarchies, and accumulated cultural understanding.⁴³ All of the connections between us are solid and long-lasting. To put it another way, words matter more in low-context cultures. The dialogue is straightforward, focused on the task at hand, and governed by a set of rules. Relationships form and finish rapidly, and hierarchies are flexible. Thus, low context communicators should focus more on nonverbal cues, face-saving, tact, and the long-term development of positive relationships. On the other hand, those who communicate in a high-context setting should keep in mind that their words could be taken at face value, that their queries are meant to further the dialogue rather than offend, and that their indirect messages could go unnoticed.

· Non-verbal behaviour can only be completely comprehended when studied within the context in which it occurs.

· The ability to read and interpret nonverbal cues, as well as vocal ones, in a cross-cultural setting requires an understanding of a culture's context.

· Misunderstandings of messages occur when people fail to put things in their proper context.

· Those who are culturally ignorant miss out on important contextual cues that help explain why people act the way they do.

ADVANTAGES OF BEING SKILLED AT NONVERBAL COMMUNICATION:

Long before the development of written or spoken language, humans relied on non-verbal means of communication. My own belief is that the greatest benefit of learning to communicate well across cultures is that it allows us to function in any environment, regardless of language proficiency. The ability to communicate effectively using non-verbal cues makes it possible to converse successfully across cultural boundaries even when one does not speak the local language. Despite the fact that our cultures teach us to use distinct nonverbal forms of communication, we actually have a lot more in common than we might assume.
Dr. David Matsumoto argues that the scientific data on virtually all psychological processes, traits, and behaviours demonstrates that the cultural variations among us are far smaller than the individual variances. We prefer to focus on our differences rather than our similarities, but " the majority of the people in the world want to get along," Matsumoto says.⁴⁴ Communication is the key to success in any relationship. As a result, we can use our non-verbal skills to connect with our fellow humans whenever we find ourselves at a loss for words.

· "Actions speak louder than words," as the old adage goes. It's clear that the value of nonverbal cues has been further emphasized here.

· The spoken word is only one part of the larger whole that is communication. Nonverbal communication is crucial for both sending and receiving information.

· Nonverbal cues are a useful addition to spoken words because they can elucidate context and convey meaning beyond words.

· Nonverbal communication is notable and significant in cross cultural settings, and its significance in today's globally interconnected society is quite obvious.

· Two-thirds of all human communication is nonverbal, making cultural variations a major contributor to miscommunication and conflict in interpersonal relationships. Since there are inherent distinctions between cultures.

· Misunderstanding and confusion can arise when people's verbal and nonverbal cues aren't in sync with one another.

· Nonverbal communication is crucial in any social or professional setting because people look for non-verbal indications when verbal communications are unclear or ambiguous. This is especially true when multiple languages are being spoken.

· Mimics, gestures, and facial expressions can even supplement a verbal communication, which is especially useful when communicating across people with different languages.

KEY BARRIERS FOR CROSS-CULTURAL COMMUNICATION

· Ethnocentrism:

Ethnocentrism is the bias toward judging the morality of another culture's customs and traditions in light of one's own.^32,33 A person is being ethnocentric when they think their way of doing things or their way of looking at the world is the only right or correct way.⁴⁵ In other words, it's the conviction that one's own people are inherently better than those of other cultures because they have more superior values, beliefs, a more advanced language, and a more advanced way.³³ Jayaswal (2009) says that "most other cultures are backward compared with my culture" or "my culture should be the role model for 8 other cultures" are examples of typical ethnocentric attitudes.³⁵ Not only do ethnocentric values serve as a barrier to communication, but they can also lower an individual's morale and impair their productivity. An ethnocentric perspective diminishes the worth of other people's cultures in interpersonal interactions. When people feel undervalued or unimportant, they are likely to shut down. Therefore, conversation becomes pointless and possibly ineffective. The belief that one's own culture is superior on moral, ethical, and intellectual grounds is called "ethnocentrism." When exposed to a new culture, people automatically evaluate it in light of their own values and norms, without making any effort to see things from sender's perspective. People with ethnocentric views have a more blinkered perspective as to how things need to be done, even though there are many ways to get to the same place.³⁵ The outcome is that we form negative opinions of others whose actions don't fit into our worldview. Thus, we judge the actions of others to be strange and wrong. There are those that consciously and unreasonably favour their own culture over others. Adolf Hitler's pursuit of creating what he saw as a better Aryan race is a historical example of this ethnocentric outlook.⁴⁶ The Japanese have a tendency to think highly of themselves and may make an effort to decipher strangers, despite their conviction that non-Japanese people are just incapable of understanding them.²⁴ As a result, people are unable to understand and respect the values and traditions of other cultures, which hinders their ability to communicate with those from those communities.³¹ Chinese, for instance, are accustomed to following instructions and refraining from voicing their opinion; as a result, they may feel uneasy when American managers or executives want it. The Chinese person here displays ethnocentric beliefs and values.²⁴ Having a strong sense of what is right and wrong can be a positive trait, but only if one is willing to consider alternative viewpoints and be open to change.³² Ethnocentric attitude may not be always intentional but can certainly lead to cross-cultural barriers between people.

· Stereotyping:

Stereotypes are different from both ethnocentrism and prejudice in that they are neither positive nor negative. To generalise too broadly about a culture or a group of people is to hold a stereotype. Stereotypes are constructed by individuals in an effort to make sense of the world and lower their level of uncertainty.³² People are quick to dismiss what makes each member of a group unique in favour of generalisations about that group because of the biases fostered by stereotyping.²⁸ On the plus side, making broad assumptions about people from other cultures can help us prepare for interactions with them, but on the minus side, it can lead to misunderstandings and hurt feelings.^32,35 Racism, religion, gender, age, profession, and social status are just a few of the many factors that might contribute to a person's stereotypical identity.^24,33 Although certain stereotypes may be offensive (or even racist), most are not meant to cause harm. These are judgments made about a population that are then applied to specific individuals, not on the basis of any evidence about who they are as people but solely on the basis of their membership in a particular community. The consequences of stereotyping in cross-cultural communication are far-reaching. When stereotypes exist in the workplace, they can be quite difficult to overcome. The term "stereotype" is frequently used in a variety of contexts. The risk of perpetuating stereotypes is that people will incorrectly attribute group characteristics to individuals. Moreover, it is evident that not all members of a group exhibit the same behaviour. The Chinese, for example, have a tendency to falsely generalise that the Japanese are very similar to themselves due to their proximity.^24,35 Some stereotypes are pervasive in a community and can be easily recalled even with a passing reference. Therefore, judging someone beforehand might cause misunderstandings and communication difficulties.

· Prejudice:

This barrier is the result of preconceived notions and stereotypes. When someone generalises or simplifies an entire group of individuals without any real knowledge, they are prejudiced.^31,33 In other words, it's a preconceived notion of someone that's either unfavourable or unjust and isn't founded on anything we've actually learned about them. As a result, cross-cultural dialogue can be hampered when bias causes people to jump to the wrong conclusions about others. Discrimination can result from the implementation of these biased beliefs. In this context, "prejudice" refers to an irrational hate or distrust of a group because of characteristics such as their race, religion, or sexual orientation.³¹ Ethnocentrism is a positive emotion that places value on oneself, while prejudice is a negative emotion that places value on others. It's unreasonable to judge someone harshly without first learning about them and their background. Problems with prejudice and stereotyping are many and pervasive, yet they are rarely addressed since they are unconscious. These problems stem from our innate tendency to categorise people as either ingroups or outgroups.^24,35 Some prominent celebrities and politicians have been dragged down due to their prejudiced remarks. Those who openly express their disdain for another culture or ethnicity cannot hide behind the defence of "loving themselves" (simplified ethnocentrism) when confronted with accusations of bigotry. It keeps putting people from different cultures against each other. The experiences and values we are exposed to during our childhoods leave an indelible mark on us and form the basis of our worldview as adults.³¹ When our minds are made up about something, we automatically start searching for confirmation in familiar cues. Labeling someone with a derogatory word before their name because of their religion or ethnicity is an example of prejudiced communication. Any discussion that includes discriminatory words is guaranteed to fail. People who feel insulted by the bad words will tune out the message (if not physically, then at least emotionally). The consequence is unlikely to be a productive discussion in which ideas are exchanged civilly and constructively, but rather a furious outburst of heated words.⁴⁶

· Body Language:

The term "body language" refers to the form of communication that occur outside of the verbal channel. A person's body language can include their greeting, posture, facial expressions, appearances, tone of voice, eye movements, listening, breathing, proximity to others, and touch. The meaning of many bodily gestures varies from culture to culture. The recipient of verbal communication pays attention not only to the words being spoken but also to the sender's body language and other non-verbal cues. And if our conduct don't line up with our statements, it creates confusion and undermines trust.

HOW ETHNOCENTRISM, STEREOTYPING, AND PREJUDICE AS BARRIERS ARE INTERRELATED?

People have a tendency to believe that their own worldview is correct and shared by everyone. Our culture shapes how we see the world, and this way of looking at things is so ingrained that we rarely question it.
The following is an illustration: Many people in Odisha, especially within the Odia communities, hold the view that widows should abstain from eating meat. They see it as a sin, so if we ask if everyone should engage in it, they will unhesitatingly reply yes. Nonetheless, if we investigate similar cultural phenomena in other countries, we find that no one accepts them and, thus, views them as ridiculous. In Indian culture, marriage is seen as a lifelong commitment. Because of this, sinful behaviours like indulging in non-vegetarian food or wearing bright clothing are frowned upon. In contrast, individuals abroad tend to exercise more independence. There are no limits placed on the choices that widows make. It's possible that both sides are right from their own cultural perspective, but when they're put next to each other, they won't fully understand the other's point of view. This leads each culture to believe that its own perspective is best and the other's is wrong. This is when ethnocentrism turns into prejudice, stereotypes, and trying to force one's own cultural values on other groups.

CONCLUSION:

This paper demonstrates that mismatched nonverbal behaviours can lead to misunderstandings and conflicts when individuals who come from distinct cultural backgrounds attempt to interact with each other. The term "intercultural communication" describes interactions between persons of different cultural backgrounds. According to Samovar and Porter (1991), intercultural communication occurs when a speech is created in one culture for the consumption of yet another culture, with the requirement that both cultures fully comprehend the message.^14,41 The potential for confusion and conflict during such encounters is high due to cultural differences. Learning multicultural communication skills can help mitigate this danger. Understanding these and other cultural differences in communication is essential for developing a culturally fluent approach to conflict and using this knowledge to build stronger bridges between people of diverse backgrounds.

Research on cultural communication typically centers on gaining knowledge of communication within a single culture from the perspective of those who are part of that culture. Because it examines how people of varying cultural backgrounds work to communicate, recognizing cross-cultural communication ought to be a precondition for comprehending intercultural communication. Interacting efforts between people of different cultural backgrounds are the focus of cross-cultural communication.¹⁴ Therefore, the most important aspect of cross-cultural communication is figuring out and comprehending the many modes of communication that exist between people of different cultures. A significant hurdle for cultural fluency as a guide to productive intercultural communication is the development of methods for investigating how persons from diverse cultural backgrounds and linguistic backgrounds really influence one another in specific intercultural circumstances. This is a new challenge for cultural fluency as a foundation for successful intercultural communication.¹⁴ When it comes to preventing cultural misunderstandings, having the appropriate approach to cross-cultural communication is of the utmost importance. Because of globalisation, there is an increased necessity for communication between different cultures as well as interdependence among them. People who live in this highly globalised society have to rethink how they approach cross-cultural communication in order to improve their ability to communicate across cultures.

In conclusion, people communicate their feelings during talks by utilising both verbal and non-verbal communication, either deliberately or unconsciously depending on the context of the interaction. Nonverbal communication, which is frequently employed as a device to assist verbal communication. It is obvious that non-verbal signals might be unique to a given culture and may not have the same significance in other culture. There is a possibility that low-context cultures have a more difficult time recognising the nonverbal clues used by high-context cultures, as well as a less profound comprehension of the significance of these cues.²⁴ Therefore, non-verbal communication has the potential to result in misconceptions. Because of this, it is essential to gain an understanding of the reasons behind the non-verbal displays of different cultures in order to make communication between the cultures easier. To a large extent, the problem has been caused by ethnocentrism, stereotyping, and prejudice, which all contribute to the formation of preconceived judgments before any interaction even takes place. To avoid getting into specific cultures and subcultures, it is perhaps most vital for individuals to be aware of the fact that having a fundamental awareness of cultural variety is essential to have productive conversations across cultural lines.

Learning about other cultures is one way to protect yourself from experiencing culture shock. Learning about other societies will make us better communicators and help us adapt to living in a global society by reducing the likelihood of experiencing culture shock. Therefore, we must improve our ability to interact with individuals and groups only by using sign language, rather than putting greater stress upon their first language, or language of preference that does not match our own. So, we must welcome diversity and acknowledge the distinctions between cultures.

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Received on 15.09.2022 Modified on 17.10.2022

Res. J. Humanities and Social Sciences. 2022; 13(4):233-241.

DOI: 10.52711/2321-5828.2022.00036