Impact of Norms and Values on non-verbal 
Communication in International Business

by

Jochen Volm

Content

1 Introduction 1

2 Non-verbal communication 2
2.1 Definition 2
2.2 Meaning of non-verbal communication 3
2.3. Elements of non-verbal communication 4
2.3.1 Distance 4
2.3.2 Facial play 5
2.3.3 Body posture 6
2.3.4 Gestures 6
2.3.5 External appearance 7
2.4. Impact and problems of non-verbal communication 7
2.4.1 First impression 8
2.4.2 Pygmalion effect 8
2.4.3 Feedback 8
2.4.4. Congruent and incongruent behaviour 9
2.5 Non-verbal communication in international business 9
2.5.1 Definition of culture 9
2.5.2 Cross-cultural differences in non-verbal communication 11
2.5.3 Concrete examples 11
2.5.3.1 Distance 11
2.5.3.2 Facial play 12
2.5.3.3 Body posture 13
2.5.3.4 Gestures 13
2.5.3.5 External appearance 15

3. Conclusion 16

List of literature II

1 Introduction

As a result of improved and extended infrastructure and communication world-wide, there has been a change of the markets, which turned more and more international during the recent years and decades.
In order to be successful and competitive in future enterprises have to think global and use the given opportunities to do business by using the whole dimension of the extended markets. Nowadays there are international corporations, joint-ventures, mergers and business relations with enterprises and people from foreign countries. This fact implies increasing communication on an international level between people with different languages and cultures.

But cross-cultural conversation is far more complex than having the ability to communicate verbally by speaking another language. While the verbal communication is just a minor part of the communication process there is additionally para-verbal and most important of all non-verbal communication to be considered as an important key for successful communication not only on a cross-cultural level.

Therefore the following paper tries to give an overview about the importance of non-verbal communication in interpersonal relations with a closer look on some practical examples of cross-cultural difficulties in interpreting.

2 Non-verbal communication

Non-verbal communication is an important component of our daily life. Whenever people meet we will find conversation on a non-verbal level, even if it seems to be no communication at all. The diversity of non-verbal communication is huge an each individual has its own way of sending and receiving non-verbal messages. To understand the complex non-verbal behaviour of people with different education, cultures or social environment this paper will provide a basic knowledge of the different elements of non-verbal communication before considering the cross-cultural aspect of the topic.

2.1 Definition

Human communication is primary exchanging signals between human beings. To exchange those signals there are used analogue as well as digital signals. (Watzlawick).
While the digital or verbal way of exchanging information is based on signs and letters, analogue or non-verbal communication is much harder to describe, because there are many different ways of communicating analogue. Analogue signals are direct, visual or represent an analogy. (Birkenbihl, p.17).
If we consider the different sides of a message with content, self-revialness, appeal and relationship after Schultz von Thun (Schulz von Thun), digital communication mainly transmit content, while analogue or non-verbal communication tries to express feelings, attitudes and experiences hard to express in words. (Argyle, p.17)

As Birkenbihls definition describes the analogue communication very comprehensive, it forms the basis for the following paper. To illustrate the difference between digital (verbal) and analogue (non-verbal) communication the following example of a daily situation in life tries to visualise the difference:

Example:

„I am amused“: 

Rendering verbal (digital)
The sentence is spoken, the sense can be recognised of the different words and letters

The person is laughing: 

Rendering non-verbal (analogue)

In this case laughing is body language which can indicate the fact, that the person is amused.

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