Culture Resource Centre

Improving the Effectiveness of Video Meetings

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During a Face-to-Face cultural training workshop for a multicultural team within an international organisation the ineffectiveness of video meetings was on the agenda. The setting of the training was their annual Global Sales and Marketing Meeting. The team – consisting of a manager, supervisors and sales staff from Australia, China, Japan and South Korea – is usually scattered all over Australasia. 

The Difficulty With the Video Meetings

After discussing verbal and nonverbal communication behaviour across cultures more generally, some key communication issues that existed within the team were discussed. The Australian manager raised the video meetings as being a key area of concern. He believed that the meetings should be short and highly interactive, but found that in most instances, their Chinese, Japanese and Korean colleagues did not participate in the discussion, did not respond to open questions and only managed to make some vague remarks when they were really pushed to do so. The Australian manager complained that the meetings were taking too long as it took a long time to get people to speak up. Another Australian staff confessed: “The silences that people create are nerve racking and irritate me.  I have better things to do than being stuck in a video meeting for two hours, instead of the scheduled one hour”.

During the initial discussion of this seemingly Australian issue most of the staff from China, Japan and South Korea smiled politely and continued to remain silent. It was only later, during a small breakout group exercise, that some of them explained that they actually found it quite annoying that they often had to listen to all these Australian individual opinions that did not differ all that much.

Intercultural Communication Problems

In our increasingly globalising world, video meetings are used more frequently as a medium to communicate across borders. Unfortunately, this convenient form of communication can also create or enhance intercultural communication problems. In communication processes we use verbal and nonverbal behaviour. Silence, tone of voice, facial expression, and body distance are all examples of nonverbal behaviour that refer to what people do rather than say.

Verbal and nonverbal communication within our own culture can be difficult enough to decipher; however, when different cultures come into play, complications can arise. We may not actually know the specific meaning of the verbal and non-verbal behaviour that exists within other cultures. This can become even more troublesome during video meetings when colleagues choose to not switch on the video.

The Meaning of Silence…

During the workshop, the Australians expressed the need to have and voice individual opinions, the importance of being heard, and the opportunity to make a decision and move on. They felt that the silences experienced during the video meetings were uncomfortable: silences in Western cultures can mean a number of things which are often negative. For example, silence could mean that:

  • a person does not understand
  • does not have an opinion 
  • does not agree
  • does not know how to deal with the situation, or
  • is upset by what is going on.

To attempt to understand what is going on the Australian managers indicated that they use verbal communication such as asking direct questions, requesting explanations and using confrontations to break through silences.

In contrast, the Chinese, Japanese and South Korean supervisors and staff expressed the need to discuss the various issues with each other before the video meeting and then select one person – preferably a supervisor – to represent them and voice the groups’ opinion. A Chinese supervisor explained that silences in their culture are not uncomfortable and are actually important to express mutual trust in each other. and to reflect on what has been said. A Japanese team member added that sometimes ‘talking too much’ was regarded as a less intelligent way to deal with problems. The “just do it” approach was even regarded as ‘childish’ because no time had been invested in considering the possible outcomes. When East and West meet it is important to consider the following saying by Lao Tzu – an Eastern philosopher- “Those who know do not talk, those who talk do not know”.

“Those who know do not talk, those who talk do not know…”
Lao Tzu – an Eastern philosopher

At the end of the workshop, the team expressed relief that the tension during their video meetings surrounding both the issues of silence and talking too much was now out in the open, and more importantly better understood.

With improved awareness and understanding, the team was ready to put in place a workable structure for their video meetings and design appropriate communication practices that would be more suitable to and comfortable for all cultures participating in future video meetings.

Joost Thissen, Partner & Interculturalist
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