Cultural Values and Norms in Intercultural Communication: Insights from Icheoku and Masquerade

Abstract

: Different societies and cultures have varying values and norms in interpersonal and intergroup interaction. Where the communication is intracultural, the norms hardly constitute any hindrances, but in intercultural communication, the varying values could pose serious challenges. Significant disparities exist between some interactional norms in black African cultures and their Western counterparts. In this paper, some of such disparities in values are examined as they feature during communication between individuals from an African culture on the one hand and English/Russian cultures on the other hand. The specific issues examined include the use of personal names and honorifics, breaking of kola nuts, curses and insults, culinary practices and gender distinctions. Two mass media comedies which dramatize these challenges among interactants from the different cultures, Icheoku and Masquerade, are used for illustration. The analysis reveals that these practices which may be of little significance in Western cultures are crucial for successful communication and interaction with Africans. It is demonstrated that an understanding of (and ready adaptation to) the values and norms in different cultures is a sine qua non to successful intercultural communication.