INTEGRATING HOFSTEDE’S INDIVIDUALISM–COLLECTIVISM DIMENSION INTO ENGLISH FOR SPECIFIC PURPOSES: A FRAMEWORK FOR INTERCULTURAL SKILLS
Patrick LAVRITS1, Daniela ISTODOR1
1Department of Marketing, International Relations and Economics, Faculty of Economics and Business Administration, West University of Timisoara, Romania
Abstract: The globalization of professional communication has intensified the need for pedagogical approaches that connects language and culture in English for Specific Purposes teaching. This article proposes a comprehensive framework for integrating Geert Hofstede’s individualism–collectivism cultural dimension into ESP teaching, with a particular focus on business students. It first outlines the theoretical framework of individualism and collectivism and their implications for communication styles, educational expectations, and workplace behaviors. The article then presents a range of practical tasks – including reading comprehension, case analysis, vocabulary matching, idiomatic interpretation, and multiple-choice exercises – designed to enhance both linguistic proficiency and intercultural competence. By using culturally sensitive teaching methods, this approach supports more meaningful learning and better prepares students for international professional settings.
Keywords: Intercultural Communication; English for Specific Purposes; Individualism–Collectivism; Cultural Awareness; Globalization
JEL Classification: Z13
