Chinese and Western people do not communicate in the same way. Even if a foreigner is fluent in Chinese, or if a Chinese is fluent in English, miscommunication and misunderstandings are common. Actually, in our global age, this problem occurs everywhere, all the time, among people of dissimilar cultural backgrounds. Social norms, beliefs and values, both covert and overt, affect intercultural communications despite good intentions and great translators. Even when participants may be using the same linguistic code, their cultural styles can cause conflict.

Understanding something about discourse strategies helps Westerners and Chinese grasp each other better. An analysis of the way words are used, as well as non-verbal communication signals, is imperative for seasoned translators. Yet even if a Chinese friends or interpreters are fluent in English (or another language), it's important to realize that they bring Chinese cultural beliefs and values to every interaction. Thus, successful communication requires an understanding of culture as well as language. For this reason, I heartily urge all foreigners to become familiar with basic Confucian principals. Likewise, Chinese business people I know appreciate that the Western style differs from their way of doing things-and so they study Western business practices.

For example, Western corporate thinking is driven by utilitarian doctrine: Western business people are goal-oriented, focused, against rhetorical speaking and inclined to act deductively. Consequently, even modern, young Chinese business people may perceive Westerners as aggressive and forceful in their conversation and behavior.

Similarly, Western business people, experts and tourists may feel baffled by the oblique and meandering Chinese conversational style. Chinese communication patterns are heavily influenced by Confucian traditions-not by deductive reasoning. This ancient system emphasizes face relationships and interpersonal politeness over efficiency.

The dynamics of a business conversation could be broken into four parts: the introduction, the exchange of information, the sell and closing the deal. Anglo-Americans and Europeans frequently feel very eager to get right down to business and clinch the deal; Chinese prefer to build rapport and establish understanding about why the business is mutually advantageous. They prefer to slowly build trust.

Chinese discourse derives from ancient Confucian ethics still revered in China today. Ancient Chinese society laid down specific rules governing proper human relationships. In fact, Confucian communication etiquette espouses four cardinal principals: respectfulness-making sure no face is lost; modesty-never bragging, self-denigration is common; refinement-acting with dignity and grace; and open-heartedness-behaving toward the other person with kindness, generosity and warmth.

This last attribute is based on "ren," the Chinese character that encompasses compassion, empathy and feeling for all human beings. According to Confucian thought, a perfect gentleman embodies "ren" in all of his actions, not just speaking. He must think of others before himself, and take their needs into consideration before making decisions. He must share knowledge and resources, and strive to create community and harmony among groups.