THE IMPORTANCE OF TEACHING CROSS-CULTURAL COMMUNICATION: APPYING HOFSTEDE’S POWER DISTANCE IN BUSINESS ENGLISH FOR SPECIFIC PURPOSES
Daniela ISTODOR1, Patrick LAVRITS1
1Department of Marketing, International Relations and Economics, Faculty of Economics and Business Administration, West University of Timisoara, Romania
Abstract: In today’s globalized and interconnected world, the ability to communicate effectively across cultures is a critical skill. This paper explores the importance of teaching intercultural communication to promote understanding, reduce conflict, and enhance collaboration in diverse social, educational, and professional environments. Central to this discussion is Geert Hofstede’s theoretical framework, particularly the cultural dimension of Power Distance (PD), which examines how societies handle inequalities in power and authority. The paper analyzes how PD manifests in various cultural settings, including family dynamics, educational institutions, workplaces, and communication styles. It further investigates historical and linguistic roots of power distance differences and highlights their implications in modern interactions. Practical teaching strategies and classroom activities are proposed to engage students in critical thinking and real-world application of intercultural communication concepts. Finally, the paper underlines the importance of integrating intercultural communication education in academic and professional training to better equip students for success in a multicultural world.
Key words: Intercultural communication; English for Specific Purpose, Power Distance, Cultural Awareness, Globalization
JEL Classification: Z13
