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, requiring a specialized vocabulary may require the speaker to switch to his or her stronger language in search of a correct term. Finally, a person's conversational partner is another important factor in code-switching. A person often switches back and forth when learning a new language but frequently uses profanity only in his or her native language.

 

According to Watzlawick, Beeavin, & Jackson, (1967), we interpret the symbolic behaviours of others and assign significance to some of those behaviours in order to try to create a meaningful account of their actions. However, many intercultural misunderstandings are due to behaviours of a person from one culture being incorrectly perceived, interpreted, and reacted to by a person from another culture. Nieremberg and Valero (1974) suggest that communication exists on at least three levels of meaning: (1) What the speaker says; (2) What the speaker thinks is said; and (3) What the listener thinks the speaker said. The language system we learn from our culture has a profound influence on how we interpret another's behaviour and the world.

 

Begley (2002) emphasizes that effective global communicators must be aware of the dynamic relationships between thinking, language, culture and behaviour and John Carroll (1956, p. 27) humorously notes that “we have all been tricked by the structure of language into a certain way of perceiving reality”.

 

We become more consciously aware of our communication behaviour and speech codes when we encounter new or novel situations such as communicating with people from other cultures. Cosmopolitan communicators are able to flexibly respond to these new international business situations and competently bridge communication differences (Turner, 1988).

 

According to Trompenaars (2004), there are two main groups, which are the affective, such as south Europeans and Latin and the neutral, such as Japanese and north Europeans. The main issue is not to wrongly interpretate a reaction from a different culture. For example, businessmen coming from neutral cultures tend to show no reaction or emotion to an offer, even if he gets very interested in it, while an Italian businessman might show himself very excited, but turn down your offer five minutes later. The use of humour is also avoided by neutral cultures where they are not meant to laugh in a professional meeting between strangers. In the other hand, Brazilians quite often use jokes or anecdotes to keep the audience awake and aware in a presentation. The oral communication also shows clearly the difference between both neutral and affective cultures. It is a sign of respect to wait someone to stop talking before you start in neutral cultures. However, in affective cultures, people always interrupt each other to demonstrate that they are paying attention to what has been said and they are interested in the subject.

 

Nonverbal communication

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