Assessment Task 3: Cultural Adaptation
Scenario Two: Journalism
Harley Dark, 104551007
This research-based report will provide advice to SBS journalists, to prepare employees to report overseas in Puerto Rico. In order to do so, this report employs Communication Accommodation Theory (CAT), “a framework used to analyse and predict linguistic and behavioural adjustments within interpersonal communication” (Nixon, B, Guajardo, N R.); a proactive implementation of this theory can lead to purposeful and effective communication accommodation. Journalists that can employ their understanding of CAT will see increased success in gaining the trust of their interview subjects, due to their understanding and deeper consideration of the choices they make while communicating and cohabitating with people that they could interview.
CAT, as developed by Howard Giles and associates, provides a framework for the ways that speakers alter their communication to accommodate or not accommodate for listeners. This is achieved through convergence (adjusting one’s communication to mimic and integrate with listeners), divergence (intentionally distinguishing oneself from the listeners), and maintenance (continuing to speak as though one were speaking to a listener with an identical communication style). It is also possible for speakers to simultaneously employ convergence, divergence, and maintenance, in different facets of their communication. Giles provides the example of a speaker who diverges in their language use to indicate their authority over the listener, and converges to simplify their language to enable the listener to understand (Giles, H 2016). This respects and accounts for the complexity of intergroup communication, as is instrumental in successfully reporting overseas in unfamiliar cultural groups. As outsiders who are English speaking and culturally Western and Australian, SBS journalists stationed in Puerto Rico must employ convergence, divergence, and maintenance in various levels of their communication, to respect the complexity of the intergroup dynamics at play when interacting with Puerto Rican locals.
Puerto Rico has two official languages- Spanish and English- but “the presence of English in… recorded conversational Spanish is extremely limited and… Spanish dominates in community life” (Holmquist, J 2013). This is due to a complex history of colonisation and annexation, including a span of time in which Spanish was the only official language; English in Puerto Rico is an artifact of its position as a territory of the United States of America. Language is an area in which Australian SBS journalists are forced to employ maintaining communication, to accommodate for the likely monolingualism of interview subjects and also allow the journalist to speak fluently; this can be achieved with the use of a third-party translator. This enables free and open communication and is a display of genuine intent to adjust for the benefit of the subject; to ignore this necessity “may lead [the communicator] to be viewed as less helpful, friendly, or intelligent” due to their choice to not accommodate for the interviewee (Frey, TK & Lane 2021). This poor perception of the journalist would inevitably lead to a compromised, hostile interview.
Where in language, maintenance is key for clarity, convergence is necessary in cultural matters, so as to not offend and offput interview subjects. In Puerto Rico, when greeting someone, it is customary to shake hands and imperative to give direct eye contact to convey respect and interest. If you have been invited to a home for dinner to conduct an interview, bring a gift, such as “wine, flowers, chocolates, or pastries;” take care to not “gifts of business value,” and open gifts when they are given to you, unless you receive many at once. Dress modestly and well, to avoid being perceived negatively due to untidiness or unkemptness; arrive 15 to 30 minutes later than stipulated for dinners and precisely on time for business meetings (but do not expect the same of others). In formal and professional circumstances, engage in small talk to be polite (Puerto Rico – Culture, Etiquette, and Business Practices, 2020). There are also important topics to know to avoid in conversation, such as natural disasters including hurricanes, as “Puerto Ricans have not yet overcome the adversities that Hurricane Maria brought” (Flores Roque, G 2021). An underdiscussed aspect of Puerto Rican identity is the queer population, that is often ignored by “nationalist, sexist or heterosexist academic establishment” and is often forced to migrate to the United States (Rivera, JP 2012); be mindful of this cultural discomfort and avoid discussing LGBTQ+ politics. Despite being the legal jurisdiction of a culturally western country, Puerto Rico belongs to a cultural group of Latin American countries, and has regressive attitudes towards women and women’s rights; machismo is a prominent feature of the island’s culture and its citizens are liable to behave differently around women than they would men (Puerto Rico – Culture, Etiquette, and Business Practices, 2020); expect potential opposition as a woman journalist. As an extension of this, abortion is only legal in Puerto Rico “as a case of jure ex colonia (legalisation due to colonial status)” (Azize-Vargas, Y, Avilés, L A. 1997) and does not represent dominant cultural attitudes towards the practice, due to religious and Latin American cultural values; avoid discussing or seeking abortion whilst on the island.
Puerto Rico has long been seen on a global stage as a country of ambiguous status; as a territory of the United States, its integrity as a place of significance and unique cultural identity has been tainted. Seen often as a nice holiday destination, or just a part of the United States, these pervasive attitudes have influenced Puerto Ricans to often be resentful of the island’s association to the US. Puerto Rico’s main political issue is that of statehood, and whether it should become a state, remain a territory, or even aim to become an independent country (Negrón-Muntaner, F 2008). All of the above are highly contentious amongst the population and should not be topics of light discussion, or discussion at all, unless it is the issue that one has been stationed in Puerto Rico to cover.
Despite Puerto Rico’s conservative politics, the island is no fan of the current front-runner of the Republican party, Donald Trump. Although divided on many issues, Puerto Ricans are at large united in their distaste for the former president, due to his public downplaying of the devastation caused by Hurricane Maria, and inaction in the aftermath (Subervi-Vélez, F, Rodríguez-Cotto, S, Lugo-Ocando, J 2021). As discussed, the scars left on the country by the aforementioned natural disaster have still not healed, and if one is discussing U.S politics in the territory, they should completely avoid any endorsement of Donald Trump.
In 2019, mass protests broke out over leaked statements by former Puerto Rican governor Ricardo Rosselló, who aggravated the entirety of the island when he stated his distaste for “Puerto Ricans, women, the LGBTQ (Lesbian, Gay, Bisexual, Transgender, Queer) community, and the people who died during and in the aftermath of Hurricane Maria” (Espada-Brignoni, T, Ruiz-Alfaro, F 2021). Public discontent culminated in strikes and rallies of historic proportions, and Rosselló being removed from office. Endorsing Donal Trump would be offensive, but supporting the former governor would likely be deemed outright hostile to a Puerto Rican listener. This is a topic to avoid, with extraordinarily little exception.
As a journalist, it is common to carry expensive products such as personal computers, DLSR cameras, hard drives, thumb drives, and mobile phones; this is a necessary component of the profession but presents a risk when travelling in Puerto Rico, where crime rates are higher. Refusing to acknowledge this reality could lead to major monetary losses due to theft, and this necessitates cultural convergence. Expect attempted burglary, larceny-theft, and auto-theft if you do not take adequate precautions to hide and secure your belongings (Arthur, JA, 1992).
This document has been made to prepare SBS Journalists for overseas reporting in Puerto Rico, by employing Communication Accommodation Theory to understand how to position oneself within the culture and maximise the ease of conducting interviews, appearing pleasant and respectful, and navigating the society with care. It is recommended to accommodate the maintenance of language for interview subjects, by employing an interpreter, so that both parties can speak fluently and eloquently. Converge your communication style with the cultural norm in terms of manners, niceties, and professional expectations, as this is necessary to appear respectful and easy to engage with. Be aware of the cultural taboos that one should avoid in conversation, including political figures to avoid endorsing, and the crimes that are common on the island; converge with local practices to avoid exclusion and shunning, and to remain safe and avoid theft or assault. If a journalist is successful in all these endeavours, they should enjoy an unproblematic and fruitful posting in the island nation of Puerto Rico, reporting for SBS.
References:
Frey, TK & Lane, DR 2021, ‘Nonaccommodation and communication effectiveness: an application to instructional communication’, Communication research reports, vol. 38, no. 3, Routledge, pp. 195–205.
Nixon, B & Guajardo, NR 2023, ‘The Digital Chameleon: Factors Affecting Perceptions of Convergence in Computer-Mediated Communication’, Journal of language and social psychology, vol. 42, no. 3, SAGE Publications, Los Angeles, CA, pp. 355–367.
Commisceo Global Consulting Ltd. (2020). Puerto Rico – Culture, Etiquette, and Business Practices. [online] Available at: https://www.commisceo-global.com/resources/country-guides/puerto-rico-guide [Accessed 25/10/23]
Flores Roque, G 2022, ‘Psychological effects before, during and after Hurricane Maria’, International journal of qualitative studies in education, vol. 35, no. 8, Routledge, England, pp. 843–856.
Rivera, JP 2012, ‘Queer Ricans: Cultures and Sexualities in the Diaspora’, Journal of Latin American Studies, Cambridge University Press, Cambridge, pp. 396–397.
Azize-Vargas, Y & Aviles, LA 1997, ‘Abortion in Puerto Rico: The limits of colonial legality’, Reproductive health matters, vol. 5, no. 9, Elsevier Ltd, pp. 56–65.
Negrón-Muntaner, Frances, None of the Above Puerto Ricans in the Global Era (Palgrave Macmillan, 1st ed. 2007., 2006)
Subervi-Vélez, Federico A, Sandra Rodríguez Cotto and Jairo Lugo-Ocando, The News Media in Puerto Rico: Journalism in Colonial Settings and in Times of Crises (Routledge, 2021)
Espada-Brignoni, Teófilo and Frances Ruiz-Alfaro, ‘Culture, Subjectivity, and Music in Puerto Rico: Bomba, Plena, and the Ousting of a Governor’ (2021) 10(1) International perspectives in psychology: research, practice, consultation 3
Arthur, JA 1992, ‘Social Change and Crime Rates in Puerto Rico’, International journal of offender therapy and comparative criminology, vol. 36, no. 2, Sage Publications, Thousand Oaks, CA, pp. 103–119.
