Language, Communication, and Diverse Social Groups

Whether we realize it or not, we use language as a way to classify people into social categories, just as it is common to use physical variations like race to distinguish people. We all have an idea in our heads of what a “standard” version of a language sounds like based on how and where we grow up and our early social influences. It is easy to pick up on very small characteristics in spoken language that can differentiate it from what is considered standard.

Imagine a group of five people talking after a staff meeting. As you walk by, you overhear a part of their conversation. You notice all are speaking the same language together, for example, English, and you can hear several different varieties of English at once. This means you are hearing different types of intonation, pronunciation, or regional accents. Someone’s voice and language can provide information about their geographical locality, socio-economic status, and ethnicity or race.

To add to the complexity of this topic, people often ascribe certain language characteristics to racial groups. Since many individuals have dual or mixed heritage, they can belong to many different language groups or varieties. For perspective on this point, watch “tri-tongued orator” Jamila Lyiscott’s spoken-word essay “Broken English,” presented at TEDSalon New York as “3 Ways to Speak English.”

You can view the transcript for “3 Ways to Speak English” here (opens in new window).

Unfortunately, people’s perceived racial differences can create a type of language barrier. This can then influence how individuals communicate in the workplace. Sometimes at work, people may adopt a particularly “professional” way of speaking, be it jargon, a certain level of vocabulary, or elaborate coded language. This can be off-putting and sound fake to other individuals who use different ways of speaking and may find some types of “professional language” difficult to understand or inauthentic.

Some individuals may take the opposite approach. Especially in marketing, we see individuals use slang terms or trending memes in an attempt to connect with their target audience. This approach almost always fails, as it is nearly impossible to correctly mimic this type of dialect. It can also alienate those targeted by these tactics by making them feel like their identities are being diluted, appropriated, and commodified.

Depending on racial or ethnic background, people from different groups may approach public communication in a work setting differently. Beliefs may vary about:

• what is considered polite
• which emotions are appropriate to be expressed in a public setting
• how to interact with someone if there is a large age difference
• how to make a request or to offer assistance in a direct or indirect manner
• what is considered humorous or poor taste
• the appropriateness of talking about someone who is not there or speaking for someone else who is not present
• eye gaze or physical touch from non-family members (such as giving a hug to a co-worker if they look upset)

Generalizations about people’s appearance and cultural identity help us understand where they are coming from, but it’s critical to focus on understanding the individual as a person. While we may not be able to visualize or connect one-on-one with each person we communicate with, we can choose inclusive language that allows people to see themselves in the picture.

Being aware of (and respecting) differences in communication isn’t the only facet of communication to consider when talking about race and ethnicity. It’s also important for individuals to consider the words, both in casual conversation and in addressing others. While most individuals know not to use racial slurs, there are some unintentional slurs that people often don’t realize they’re using. For example, the word gypped (as in “I got gypped by that car salesman”), has its roots in a racial slur used against Romani people.^[1] Above all else, listen to individuals who belong to marginalized groups. If they say a word is racist or a slur, don’t use that word.

Cultures of Different Regions and Countries

With the possible exception of math, there is no universal system of communication. Each country—and, in some cases, regions of countries—has different languages, business practices, and social customs. What is a common or established communication behavior or business practice in the United States cannot be assumed to be appropriate behavior or communication elsewhere. And, as we will see in the next section, the expectations of other cultures can have a significant impact on how American businesses communicate and operate not only abroad but at home.

Differences in business etiquette and nonverbal communication account for the majority of culturally-related communication errors. Here are five areas of difference and potential miscommunication:

1. Clothing: managing the first impression
2. Conversation: appropriate business and introductory conversation
3. Greeting: local customs and expectations, including greeting style
4. Forms of address: level of formality and use of titles and degrees
5. Time and Space: interpretations of “on time,” personal space, and physical contact.^[2]

Nonverbal Cross-cultural Communication

Different countries may also have different interpretations of nonverbal communication. Non-verbal communication includes gestures; body movement, eye contact; and decorative and functional objects, from clothing and equipment to furniture and furnishings. To illustrate the differences, let’s focus on gestures. The relative brevity of a gesture as communication belies its potential impact.

For many Americans, gestures are a cross-cultural communication blind spot. For example, flashing a peace sign (making a “V” shape with the first and second fingers), a benign gesture meaning “peace” or “goodbye” in the United States is perceived as insulting and a provocation in Australia, New Zealand, and the UK.^[3] Another translation failure: the thumbs-up sign. In America, “thumbs up” is a positive gesture, conveying “good job!” or agreement. In several countries and regions including Greece, Latin America, Russia, Southern Italy, and West Africa, the thumbs-up gesture is tantamount to giving a person the middle finger.

---