Introduction
I plan to visit Brazil in two years, and would like to investigate the differences between Brazilian culture and the culture of the United States, so I can be able to engage in competent intercultural communication. In order to investigate the significant cultural differences I will explore the cultural values, verbal communication norms, nonverbal communication norms and relational communication norms of Brazil in juxtaposition to my own, the United State’s culture.

Culture Value Orientations
First I will discuss the cultural value orientations of Brazilian culture and the United States culture by breaking their culture down through Hofstede’s taxonomy. This taxonomy includes the break down of the cultures values through dimensions of power distance, uncertainty avoidance, individualism versus collectivism, masculinity versus femininity and time orientation.

The first dimension in Hofstede’s taxonomy is power distance. Power distance “is the degree to which the culture believes that institutional and organizational power should be distributed unequally and the decisions of the power holders should be challenged or accepted” (Koester & Lustig, 122). Brazil has a significantly higher belief in power distance than the United States. In Brazil there is a large power distance, which means that they believe that each person has a place in the social hierarchy, that authorities should not be challenged, that hierarchy and inequality are appropriate and actually benefit the society (Koester & Lustig, 122). They also believe that those who have social status have the right to use their power anyway they deem desirable (Koester & Lustig, 122). While cultures like Brazil believe in the importance of power distance, the United States has a very low preference to power distance (Koester & Lustig, 124). People in the United States believe in the importance of reducing inequalities within social classes, challenging authority figures, reducing hierarchical structures within organizations and using power only for purposes that one can legitimize (Koester & Lustig, 122). Because the United States culture is so different compared to Brazil in regards to their beliefs in power distance, I believe that there would have to be a strong understanding of their concept of power distance in order to transition well and be competent in communicating with people in Brazil. I am used to being able to challenge authorities, and being treated equally to someone of higher status (in general) so in going to Brazil, I would have to learn that my voice isn’t the one they prefer to listen to.

Next I am going to look at the difference between Brazil’s view of uncertainty avoidance and United State’s. Uncertainty avoidance is measured by “the extent to which the culture feels threatened by ambiguous, uncertain situations and tries to avoid them by establishing more structure” (Koester & Lustig, 119). In Brazil they prefer to avoid uncertainty, while in the United State’s they do not avoid uncertainty (Koester & Lustig 121). In cultures like Brazil with a low tolerance for uncertainty they try to control a low level of uncertainty through “an extensive set of rules, regulations and rituals” whereas in cultures like the United States, we tend to have a high tolerance of uncertainty. In the United States we minimize the rules and rituals that oversee social conduct and behavior because we have such a high tolerance of uncertainty (Koester & Lustig, 120). Although there is a big difference between these cultures regarding their tolerance, I do not think that it would be that big of a difference for a visitor because they don’t usually have to deal with the government or rituals as much as people who decide to live there or visit for a long period of time. For the people from the United States who decide to live there for a long time, I believe it would take some getting used to, and calming our rebel ways (compared to Brazil’s) would take a lot of work, especially at first.

The next dimension in Hofstede’s taxonomy’s is the cultures degree in which they rely on allegiance to self or group, otherwise known as individualism versus collectivism (Koester & Lustig, 116). Brazil prefers collectivism, whereas the United States prefers individualism. This means in Brazil, their culture supports one’s obligation to the group such as organizations and institutions, and they place importance on belonging (Koester & Lustig, 116). The United States differs from this, because they are a lot more individualistic, and believe that people shouldn’t worry about the group very much, but just themselves and their immediate family. This difference in culture I believe would cause some problems with communication, because as a person from the United States, I am a highly individualistic person and am highly independent. Having to put more emphasis on a group would be hard to get used to for me. I think that with time, and peer pressure, this might solve itself though.

Another significant dimension of cultural value orientation is the masculinity versus femininity dimension. This dimension measures the degree “to which a culture values such behaviors as assertiveness and the acquisition of wealth or caring for others and the quality of life” (Koester & Lustig). Brazil prefers the masculinity dimension, which means that they “believe less in external achievementsand more on the importance of life choices that improve intrinsic aspects of the quality of life” (Koester & Lustig, 126). In Brazil they also have more equality between genders, such as less prescribed role behaviors that are associated by gender (Koester & Lustig, 126). The United States is quite different in that they prefer masculinity more. The United States places more emphasis on achievements and ambitions, and their success in displaying the right material goods (Koester & Lustig, 126). The United States also has specific prescriptions of gender roles, although less than a lot of other cultures. I think if I went to Brazil and faced this difference, I wouldn’t be uncomfortable, but relieved. In the United States I am not a fan of their prescribed roles for gender and family, and in Brazil I think, as a woman, I would be able to transition very well to their femininity dimension. Although as a man, I think it might be slightly difficult to be relieved of some of the power that they are used to having due to their gender.

The last dimension of the Hofstede’s taxonomy is the cultural value orientation of time, regarding long-term or short-term. This dimension refers to how a person sees time, in relation to life and work. Cultures that prefer the long-term orientation live life focused on long-term success, like Brazil, whereas cultures like the United States prefer the short-term orientation where they focus on short-term success (Koester & Lustig, 129). In Brazil they have a strong respect for tradition and they support a strong work ethic where their long-term rewards are expected for today’s work (http://www.cyborlink.com). These differences can cause a bit of a problem with intercultural communication competence between Brazil and the United States, but I think that it can be solved by understanding the difference. Like the other differences in culture between Brazil and the United States, it might take some getting used to, but I think that there could be a smooth transition if the difference is understood by the communicator.

Verbal Communication Norms

Verbal communication plays a vital role in a culture, because not only does it help to establish a culture, but it also helps to maintain the culture (Koester & Lustig, 206). Verbal communication is told through verbal codes, symbols that are governed by a set of rules that dictate the order they go in and what they mean (Koester & Lustig, 206). There are several verbal communication norms to consider when comparing two cultures, such as turn-taking expectations, organizing and expressing ideas, amount of talking, and conversational topics that are either preferred or avoided.

In Brazil the conversation style is very dynamic and often considered very noisy (Branco, 158). It is common for everybody to seem as if they are talking at once (Branco, 158). Interruption is not uncommon, but what is common is not being able to finish one’s ideas in a conversation (Branco, 158). In the United States, people are usually offended by this behavior and consider it to be rude, but in Brazil, no one in general is offended (Branco, 158). Another aspect of Brazilian communication that is different from the United States is that they are very flirtatious when communicating, although they often do not mean that they actually want something sexual (Branco, 158). In Brazil the topics in the conversations tend to be wide-ranging, and the original topic tends to stray away to many different points (Branco, 159). Most conversational topics are accepted, although some topics are avoided, such as talk about crime, corruption, politics and deforestation in the Amazon (http://www.intercultures.ca). The conversation topics accepted and avoided are similar to the people of the United States, because sometimes these issues can bring up very sensitive personal issues, especially politics.

Nonverbal Communication Norms
Nonverbal communication is said to be about three-fourths of our communication, according to communication specialists (Novinger, 3). When we communicate it is practically impossible to not use nonverbal communication, through ways such as eye contact, personal space use, touching, and gestures. Nonverbal communication is significantly different between different cultures, and knowing the differences helps one to be more interculturally competent.

In Brazil, the people tend to look the person they are talking with straight in the eyes (Novinger, 3). This is different than the culture in the United States because while we feel it is important to keep eye contact, it often makes people uncomfortable, and is avoided in certain parts of the country, such as New York. I really don’t think that this would be that big of a deal for someone from the United States to deal with when they come to Brazil. Although it may make them uncomfortable at first, I don’t think it will scare them. The only part of this that may cause trouble for someone from the United States is that they may not make direct eye contact with Brazilian’s, which may end up making them lose credibility.

When it comes to body distance, Brazilian’s tend to be in close proximity to each other and don’t feel as if this invades their personal space (Branco, 157). In the United States we tend to give each other a great deal of personal space. This might cause people from the United States to feel uncomfortable, but according to Michael Thielvoldt, a native to the United States who lived in Brazil for awhile, this closeness doesn’t take long to get used to. There are also difference between touch between Brazilian cultures and the United State’s culture. In Brazil they touch a lot more, because of their relaxed body language (Branco 157). They tend to put a hand on someone they are talking with, just to indicate that they are interested in the conversation (Branco 157). In the United States this is not as common, perhaps because we have a clear indication and larger distance of separation that we are comfortable with. I think this may cause some problems with people in the United States when they travel the Brazil because they might take touching as a flirtatious thing, when in Brazil it used just to show interest in the conversation. I think this might be the hardest part for some people to get used to, because personal space is a highly valued aspect of our culture, and this will likely make people feel very uncomfortable. I think with time this type of behavior will become more comfortable for someone in the United States, but I could see someone reacting negatively toward this behavior at first. I can also see someone in Brazil acting negatively toward someone from the United States who doesn’t touch, which indicates to them that they are not interested in the conversation.

The way people gesture is also different in Brazil and the United States. In Brazil it is common for everyone to use a wide array of gestures while talking, while in the United States it is not emphasized as much. There are also certain gestures that are not acceptable in Brazil that are acceptable in the United States. One example of this is the sign that people often use in the United States to signal “okay” or “good”. People in the United States sign this by connected their thumb finger and index finger in an “O” shape (Branco, 157). In Brazil this sign is seen as rude, and can get one in trouble (Branco, 157). I think people from the United States could get accustomed to this easily, as long as they were educated about the proper and improper gestures to use.

Relational Communication Norms

The last distinctions that I will discuss about cultural differences between Brazil and the United States are relational communication norms. Relational communication norms are how people in a culture carry out greeting rituals, self-disclosure, and conversational expectations.

Greetings rituals and introductions in Brazil are often seen as formal (Branco, 157). In this ritual, the men shake hands and women kiss on the cheek (Branco, 157). Even how many times a woman kisses someone on the cheek is part of the ritual. For example, if a woman kisses the other person twice, it means they are single, and if it is three times it means they are married, although in Sao Paulo it is one kiss that indicates that they are married (Branco, 157). This same ritual happens when leaving also, followed by statements about how much the meeting was enjoyed and how it was good to see each other. Also, when leaving you must wait for your host to accompany you, otherwise that is considered being very rude (Branco, 158). In the United States, our greetings are not as formal. It seems customary in America to shake the hands of people you are first introduced to, although after the first meeting, shaking hands is not really necessary, except in business settings. Also, in America one does not kiss each other on the cheeks upon greeting, in fact we often do not even hug other people let alone kiss them upon greeting, unless it is close family and friends. I think that knowing and experiencing this way of meeting one can easily become accustomed to it, because when we greet or say goodbye to someone we usually imitate what the other person does. For example, my boyfriend’s mom is from Brazil and when she greets me she gives me a kiss on the cheek, which prompts me to do it back by reaction, as opposed to having to actually think about it.

According to Giva Thielvoldt, a Brazilian native who now lives in the United States, the culture in Brazil actually seems to be more open to self-disclosure as opposed to the United States culture. She says that they are more willing to talk about more things, even more personal things than in Brazil, although she attributes this partially to the fact that most people drink a lot, which may lower their inhibitions. According to Culture Smart! Brazil, Brazilian’s are more open to discussing personal topics than the people in the United States, although during business meetings one should refrain from talking about personal matters (Branco, 155). In friendships though, there are no limitations on conversations (Branco, 116). Someone from the United States might be surprised to find that Brazilians often talk about personal matters, even embarrassing matters in conversations (Branco 116). They do not pretend everything is okay when its not, like people in the United States often do. When dealing with conflict though, Brazilians tend to avoid direct conflict, by dealing with the conflict in a more indirect way (Branco, 147). I think people from the United States might be surprised and slightly embarrassed to hear people from Brazil conversations involving their personal lives, but I think it might help people from the United States to be open-minded eventually, which would allow for them to be more interculturally competent with this style of conversation.

Conclusion
Overall, there seems to be many differences in the Brazilian and the United State’s culture. The transition to Brazilian culture from the United States might take awhile for adjustment, but I think that it can eventually be learned and accepted. By understanding the culture, I think one is able to at least be more competent interculturally, than just going to Brazil without any prior knowledge. I think that the transition from the United States culture to the Brazilian culture might be helped by actually knowing someone from Brazil to help you out when you have questions. If I end up going to Brazil, as planned, I actually know some people personally from there, as well as my boyfriend’s parents and my boyfriend who are very well inclined to the culture because they have been immersed in the culture. Because of this, I think that it might be an easier transition to the culture, although because there are such vast differences, especially in every cultural value orientation, the transition does not seem to be an easy one. For everyone else, I think it is definitely possibly to make a smooth transition, with knowledge for the culture and an understanding of why their cultural beliefs exist.