Cross-Cultural Communication

  Cross-Cultural Communication

         Cross-cultural communication is for interpersonal communication and interaction through cultures. In our age of globalization and internationalization, this has become a significant issue. The goal of successful cross-cultural communication is to transcend cultural gaps through ethnicity, religion, boundaries, community and behaviour. Typically, the term cross-cultural is used to describe the comparative analysis of cultures. Cross-cultural communication needs: 

●      Listening Skills: While much emphasis is often placed on becoming an effective speaker,              listening is an equally crucial skill that many business professionals tend to overlook.                        Attentive listening plays a vital role in cross-cultural communication, enabling individuals to          grasp nuances, read between the lines, and develop empathy with the speaker. 

●      Oral Communication Skills: Effective cross-cultural communication requires a harmonious             interplay between listening and speaking. The ability to communicate effectively                           transcends mere pronunciation, grammar, vocabulary, or eloquence. Instead, constructive           expression plays a vital role in strengthening cross-cultural communication, encompassing           elements such as making requests, seeking support, expressing approval or                                     acknowledgement, and articulating opinions in a simple yet sensitive manner. 

 ●      Observation: A wealth of cross-cultural knowledge can be gleaned from people’s attire,                body language, speech patterns, and behaviors. It is crucial to be aware of our own                      cultural biases and endeavour to understand the underlying reasons behind diverse                        behaviors. By asking questions, we expand our comprehension of different cultures. 

 ●      Patience: It is important to acknowledge that cross-cultural gaps can be challenging and              sometimes frustrating. Demonstrating patience is undoubtedly a virtue in such situations.              Patience fosters respect and contributes to the enhancement of cross-cultural                                communication.  

●        Adaptability: Being adaptable, open-minded, and embracing cultural differences are                     essential for successful cross-cultural communication. By accepting and resolving these                 differences, we can break down cultural barriers and foster stronger communication,                   mutual trust, and creative thinking. 

          By fulfilling these five requirements for cross-cultural communication, we can enhance communication channels, foster better cross-cultural understanding, and cultivate effective relationships across cultures. 

 ●       It is easy to take communication for granted, especially when communicating with                         people from the same country and in the same language. 

 ●       Thanks to globalization, almost all acts of communication are now potentially cross-                       cultural. All the people we work with have a particular background. 

 ●        This includes colleagues, managers, clients, suppliers etc.

 ●        Maintaining good relationships is key to successful business. Cross-cultural                                        communication plays a vital role in this. 

How to Achieve Cross-Cultural Communication 

 ●        Achieving cross-cultural communication is difficult, so don’t worry if it takes time to                          master. 

 ●        It will of course depend on the backgrounds of the people you interact with. 

 ●        What are some methods you could use to achieve cross-cultural communication?

 1.1 Public Speaking in Multi-Cultural Context 

Introduction 

                We may have noted that if we are skilled public speakers, that our audience is changing just like the world is changing. Very likely, we are seeing more people seated in your audience from other lands and cultures. In a multicultural world, public speaking demands that you learn to adapt to other cultures, as well as to adapt to how people from other regions will react to you, the public speaker. 

Guidelines to Communicate in a Multicultural Environment

 ●         Knowing your audience: It is very important to know your audience as with any audience               before the presentation. 

 ●         Finding common goals: Figure out what is common in you and concentrate on that only. 

●          Showing admiration for other cultures: The urge to assume that our society is superior to               others is to avoid being viewed as ethnocentric. If the members of your audience feel as               though you are threatening their society, they will protect themselves inwardly and tune               you out. 

●          Learning to articulate their names: It is particularly important if you are calling or                             introducing one of the members of your audience. 

●          Adjusting to their listening habits and reactions: Audiences are adjusting to Online                           speakers around the world in different ways. Learn all the aspects that you can on  how               an audience will respond. 

 Example:

•         In a few Asian cultures, members of the audience sit in total silence and do not want            to disturb the attention of the speaker. 
•         American-African audiences engage in a “Call & Response” format in which                           members of the audience directly respond to the statements made by the speaker             as if to add additional emphasis. 
•          American students like short speeches, and to the point. 
•          Germans enjoy correct, error-free demonstration and are highly annoyed about                    disorganization. 
•          In a multicultural world, public speaking essentially considers what you and your                   audiences have in common, focuses on the similarities, shows appreciation for the                differences and adapts to their listening tastes.

 1.2 Culture and Context 

         Culture refers to the set of values, attitudes, beliefs, and views built into our core principles. Not only can these attributes affect the way we perceive but also the way we see the world. The cultural context in communication refers to a group of people’s values, creeds, lifestyles, and behaviours. These cases can affect whether the people concerned find it right or wrong. For example, a French speaker invading his / her space may put off an American. 

Importance and Value of Understanding Context in Communication 

          Throughout history, species from all corners of the Earth have relied on communication not only for survival but also as a driving force behind biological evolution. However, as this process continually evolves, it raises questions about its nature and the factors that influence it within various contexts. In this review, I will delve into a comprehensive analysis of the crucial variables essential for successful communication. Additionally, I will explore the role of context and its impact on the communication process, encompassing aspects related to social, physical, and cultural facilitation. Finally, I will conclude this discussion by offering my insights on this assimilation process.

          Communication: Communication is the act or process wherein two individuals engage in a physical or verbal interaction with the aim of achieving mutual understanding. This exchange involves not only sharing knowledge, news, and ideas but also expressing emotions and discussing various phenomena, goals, and values. Moreover, communication serves as a means of connecting individuals or places beyond its informational aspect. When using words and sounds, the speaker consciously omits a significant amount of information, relying on the listener’s ability to comprehend the intended meaning accurately.

         Context: Context involves evaluating the information that can impact the likelihood of successful communication. It is the shared common knowledge among individuals that plays a vital role in achieving effective communication. To comprehend a communication device on a technical level, the recipient must understand the underlying principles of transmission. A clear instance of contextual influence can be seen in how someone’s behavior and demeanor change when they are out with friends or family compared to when they are in their work environment. Presently, there are five distinct aspects of the current context.

           Physical Context: It refers to the overall environmental conditions in which communication occurs. It encompasses various settings such as schools, public parks, offices, and restaurants. The physical context not only includes the specific locations but also takes into account factors like temperature and surrounding environment, which can influence the meaning and effectiveness of communication during interactions.

           To be an effective communicator, it is essential to be aware of the types of statements that are appropriate in different environmental settings. The physical context helps individuals understand which messages are suitable for specific environments. For example, if a person has a job interview in a park for a business sector position, it will significantly impact the exchange of information between the individuals involved, considering the informality of the park setting contrasting with the seriousness of the job position. 

            Social Context: On the other hand, the social context encompasses the overall ambiance and circumstances in which interpersonal and individual behavior occurs. Moreover, the social backdrop pertains to the disposition surrounding an individual’s interactions with others. The status dynamics among different individuals represent a crucial aspect of the social context. Consequently, the social context implies that individuals adapt their interaction styles based on the acknowledged position of those they associate with. 

            Furthermore, the roles individuals assume, community norms, cultural values, and traditions all influence the ways people interact and establish connections with one another. This framework is commonly referred to as the social context. Additionally, the concept of ‘social context’ adopts a social psychological perspective that is utilized not only to describe cultural constructs but also to examine instances of socialization within a defined living environment. For instance, engaging in flirtatious behavior with one’s boss within the workplace would be considered a deviation resulting from the impact of social context on significance. 

            Cultural Context: To understand the impact of cultural context on communication between individuals, it is essential to define culture. Culture encompasses a range of ideas, behaviors, opinions, and perspectives that form the foundation of our fundamental concepts. These elements not only shape our thinking but also influence our worldview. Additionally, the concept of “community” serves as an assimilation mechanism that shapes our social patterns, personal preferences, interests, expectations, and desires. 

            However, due to the all-encompassing nature of culture, miscommunication frequently occurs, both within professional and social settings. Consequently, the cultural context can significantly influence the interpretation of messages, not only in the workplace but also in various other contexts. For instance, a study conducted in Western African nations highlights the restrictions on women’s public communication. Such cultural norms can impact multiple aspects of their professional responsibilities, particularly if they are expected to speak assertively. For instance, if a woman’s role in a professional kitchen entails instructing colleagues to place orders, these cultural expectations may hinder her ability to do so effectively. In conclusion, I firmly believe that to become an effective communicator, individuals must discern which types of conversations are deemed acceptable within specific social contexts. By understanding and appreciating these contextual nuances, individuals can excel in all forms of knowledge exchange, including verbal and nonverbal communication. 

Importance of Culture and Context

            Do you know what these are exactly? You probably have a solid understanding already, but are you familiar with their application in language learning? You might have come across cultural customs, sites, or elements associated with the language you’re learning. However, if your experience is anything like mine in French high school, it may have felt like just another history lesson or a narrative about distant events and people. In other words, these cultural aspects might have seemed like insignificant facts that didn’t contribute much to your language learning process. Perhaps you learned about the culture, but culture encompasses more than mere numbers, historical events, and landmarks. 

           It includes the way in which these occurrences have influenced language usage and how certain expressions may be considered impolite by locals. This influences the way phrases are used in everyday conversations. Similarly, the significance surrounding the language lessons you receive is intertwined with your level of proficiency. It all contributes to a comprehensive understanding, from your instructor and study methods to your motivations. Incorporating meaning into research methods, such as when learning new vocabulary, can also be beneficial. However, this type of learning is not always given priority, unfortunately. 

 Why Do You Need Culture? 

 Is it necessary to have knowledge about the culture associated with the target language? Perhaps not, unless your intention is to establish a deeper connection. Otherwise, you might end up mechanically reciting words and sentences, possibly with flawless grammar, but without truly understanding why you feel out of place. Learning how to introduce yourself or ask for directions, for instance, doesn’t take too long. However, if you attempt to use “vosotros” in Mexico or forget to say “bonjour” to a French individual, don’t be surprised if people assume you are not proficient in the language or even consider you impolite. It is these minor intricacies that make culture an integral aspect of a language. In numerous instances, interpretation becomes essential. 

What Can You Learn from Culture? 

             The way of thinking is shaped by one’s own culture. It provides guidance on how to interact with others, when certain forms of language are appropriate, and how to navigate various social situations. For instance, comparing the language used when communicating with a supervisor at work versus that used with family members or colleagues. Do you approach expressing ideas or writing work emails in the same way as you would when suggesting something to a friend or sending a text message?  

             Culture provides insights into how to approach/ respond to these scenarios. When studying a language, it is essential to also explore the culture of its native speakers. Without doing so, it would be challenging to comprehend and engage with others effectively. Taking the time not only to familiarize yourself with the culture but also to understand how it differs from your own will enable a deeper connection to the target language. Rather than merely memorizing specific events and landmarks, the focus should be on recognizing culture as a social activity or structure. To cultivate an interest in the culture associated with your target language, you can:

•         Engage in conversations with native speakers and ask questions.
•         Watch movies. 
•         Listen to music. 
•         Write about current news and affairs (including popular culture). 

Do You Need Context?

             Culture aids in grasping the subtleties of meaning, while context equips you with the means to retain that understanding. When you have a meaningful context related to your language learning efforts, you are more likely to retain the information you are acquiring. But what precisely constitutes relevant context? When you consider understanding meaning and vocabulary, you might think of learning new words through phrases, complete sentences, songs, or even novels. Context serves as a valuable tool to enhance your learning effectiveness. However, meaning operates on a broader scale. Similar to culture, it assists us in assembling words together like pieces of a puzzle to create significance. This encompassing process includes:

•          Things involving a conference 
•          A language tutor or teacher’s guide
•          Your own history in society
•          Your conclusions about the cultural history of someone else 

          We need to learn how to communicate with meaning as language learners and use it to interact with what we already know. 

How to Learn with Context?

             It’s easy to see, even in your native language, how the same sentence can mean something entirely different depending on the context. Look, for example, at the expression “Nice job! “In all situations: “What was the fight like? “I have the first place! “Well done! “What was the matter with your car? “I re-entered the mailbox. “Wow ...... wow. Great jobs. “Good work” is used sarcastically in the second example, but without the context of the previous sentences, you will not know that. When learning a foreign language, understanding how context can alter meaning gives you more insight into how words are used naturally. If you wish to start integrating meaning into your studies of languages:

•        Search various examples of the words used in phrases, sentences and                           dialogues 
•        Compare related phrases, sentences and idioms in your mother tongue 
•        Ask the teachers and tutors how to use modern words 
•        Request clarity when native speakers and language exchange partners use                 unfamiliarly familiar words 

Why you need both culture and context? 

            If you aim to learn a language but neglect to understand its underlying culture or the various meanings different words can carry, you may miss out on crucial aspects of the language. Consider a situation when you felt excluded from an inside joke or struggled to follow a conversation about an event or gossip you were unaware of. In such instances, you probably felt like you had nothing significant to contribute, and your attempts to participate might have been out of context, revealing your lack of understanding. Disregarding the historical context or the potential implications of the words you use can make interacting with others challenging. Why should it be any different from learning your own language and culture? 

           To begin, start by being aware: acknowledge that there will always be things you don’t know or understand, even though you may want to. For language learners, the best approach is to cultivate awareness, including being mindful of how you learn. How do you achieve this? Pay attention to the frequency of your learning and the environments in which your learning takes place.

            For example, it is highly beneficial to engage in educational sessions with a teacher or mentor, participate in language exchanges with a language partner, or enroll in virtual language courses. However, it is crucial to acknowledge that language learning should not be limited to these activities alone. Keep in mind that culture is not fixed, even among individuals who share the same native language. It is important to consistently encourage yourself to inquire, draw comparisons between cultural norms and customs, and openly discuss your own cultural perspectives and biases.

           It can be as simple as discussing the shared terms in British and American English, such as “rubber,” and “eraser.” On the other hand, it might be more intricate, involving the comprehension of slang and words that could be considered offensive in different cultures. 

           Maintain an open mind: This involves being receptive to diverse cultural perspectives and new language learning approaches. Just because something is unfamiliar doesn’t mean it’s wrong or unhelpful. Be open to asking questions, accepting suggestions, and being prepared to embrace new ideas. You never know what insights they might bring!

 Engage actively in conversations: By participating in conversations, you not only improve your speaking skills but also gain opportunities to learn about different cultures and understand how your target language is used in real-life interactions. 

1.3 Ethnocentrism 

Introduction 

             The saying “Men are from Mars, and women are from Venus” highlights how people from different cultures think and behave distinctively due to the influence of various cultural norms. Most individuals tend to be self-centered, perceiving the world solely from their own perspective. An egocentric person may not even realize that they possess this self-centered viewpoint, seemingly unable to fathom that others might have differing perspectives. Young children often exhibit clear examples of egocentric behavior. For instance, if a child bites another child, they might tell them not to do it because it hurts. However, from the perspective of the child who did the biting, they may not understand why being bitten could cause pain. This inability to consider others’ viewpoints hinders rational conversations about the harm caused by their actions, making communication difficult.

              Several cultural obstacles lead to common egocentric consequences, including ethnocentricity, racism, and stereotyping.

 Ethnocentrism

               Ethnocentrism refers to the belief that one’s own cultural values and practices are superior to those of others. When this attitude is present in communication, it can make people from different cultures feel undervalued and disregarded. Consequently, individuals may withdraw and communication becomes unproductive or even counterproductive.

           Some people intentionally embrace ethnocentrism and genuinely believe their own culture is superior to all others. A historical example of this mindset can be seen in Adolf Hitler’s attempt to promote the Aryan race as a greater and superior race. 

           However, ethnocentrism is not always intentional. In such cases, the speaker’s ethnocentric beliefs may inadvertently manifest during conversations, causing listeners from other cultures to feel alienated. For instance, when traveling, individuals from the USA may display strong patriotism, which can be perceived as arrogance by some. Moreover, the notion of American exceptionalism refers to the tendency of U.S. citizens to believe that their culture and way of life should be dominant worldwide. 

Prejudice 

        While ethnocentrism entails a positive self-centered feeling, racism represents a negative attitude toward others. It involves looking down upon someone without prior knowledge of their culture or individuality, leading to unjustified prejudices. These biased views have caused significant damage to the reputation of many well-known politicians and actors. When such bias infiltrates communication, it cannot be dismissed as innocent self-love (simplified ethnocentrism) because the hostility toward another community or culture becomes evident. Severe racism played a significant role in creating the situation of social segregation in the U.S., and it continues to foster derision among people from diverse cultural backgrounds.

            Examples of prejudiced communication include name-calling that targets cultural or religious attire or the use of negative adjectives to describe certain groups before mentioning their names.

 1.4 Stereotyping 

             The consequence of our ability to overestimate the degree of correlation between group composition and psychological characteristics is stereotyping. Although there may be some correlation between group membership and members’ psychological characteristics, when we interact on an automatic pilot, it is much smaller than we think. 

Common Stereotypes

           Racial Profiling: Among the most prevalent stereotypes are those related to ethnicity. For example, saying that all Black individuals are naturally skilled at sports is a stereotype, as it unfairly generalizes the entire race based on athletic abilities.

          Gender Profiling: Common stereotypes exist for both males and females, including beliefs like:

•  Males are strong and assertive.
•  Men are the backbone of society.
•  Girls are not as sophisticated as boys. 
•  Women are not as competent in the workplace as men.
•  Girls are not as physically fit for sports. 
•  Boys are messy and unkempt.
•  Men who spend excessive time on computers or reading are considered geeks. 

Group Stereotyping: Another form of stereotype involves categorizing individuals into specific groups, such as Skaters, Gangsters, Goths, and Preps. This kind of stereotyping frequently occurs in classrooms, leading to unfair assumptions about different groups:

•  Goths are depicted as wearing black clothing and makeup, being depressed, and harboring hatred.
•  Punks are believed to wear mohawks, boots, and chains, perceived as a threat to society who often get into trouble.
•  Politicians are often stereotyped as unfaithful and only interested in personal gain. 
• Children’s worth is sometimes judged solely based on their physical appearance. 
•  Blondes are unfairly perceived as unintelligent. 
•  Librarians are commonly depicted as elderly ladies wearing glasses, having their hair tied in a high bun, and constantly looking stern. 
•  Rebels are often associated only with teenagers. 
•  Not all children enjoy nutritious food.
•  Models are believed to be exclusively anorexic women.
•  The elderly are sometimes wrongly thought to be frail and behave like infants. 

          Gender Stereotypes: In contrast, gender stereotypes may lead to assumptions about an individual’s gender orientation, such as falsely assuming a man is gay or a woman is a lesbian. Those who adhere to such stereotypes may also mistakenly view being a part of the LGBT (Lesbian, Gay, Bisexual, Transgender) community as immoral, sinful, or an abomination.

 1.5 Cultural Relativism 

                       The concept of cross-cultural relationships advocates for people from diverse cultures to form connections that embrace and appreciate the different perspectives and ways of life of one another. Individuals with varied experiences can help each other envision possibilities that they might not have considered due to their own cultural constraints or norms. Some traditional behaviors in certain cultures may restrict opportunities as they are deemed “wrong” by those cultures. Being aware of these potential possibilities can lead to personal growth and development for those exposed to new ideas. However, this type of relationship also poses a threat – once formed, it challenges the notion of any single culture holding absolute reality.  

          Cultural relativism, on the other hand, promotes the understanding and consideration of a society based on its own terms, without imposing judgments using one’s own cultural standards. It aims to foster awareness of cultural traditions that might not be familiar to one’s own society. Embracing the viewpoint of cultural relativism leads to the belief that no culture is inherently superior to another in terms of moral, legal, or political structures. It recognizes that cultural expectations and values derive their meaning from specific social contexts. Cultural relativism emphasizes that there is no universal definition of good or bad, and each society determines right and wrong differently through individual choice and judgment.

             In essence, cultural relativism suggests that any ethical viewpoint is shaped by each person’s experiences within their own culture, and there is no absolute right or wrong legal system. It encourages understanding and interpretation of unfamiliar cultural behaviors, such as insect consumption, genocides, or genital cutting, by approaching them through a lens of cultural relativism to gain a systematic understanding.

             Cultural relativism can be classified into two distinct categories: 

1.          Absolute: In this perspective, outsiders should challenge anything that occurs in a society              and deem it unacceptable. An extreme example of absolute cultural relativism can be                  seen in the viewpoint of the Nazi party, which justified the Holocaust.

 2.         Critical: This stance raises questions about cultural traditions and examines who adopts               them and why. Critical cultural relativism also takes into consideration relationships of                   influence.

             In certain cultures, particularly in Africa, the practice of female genital cutting is a clear    demonstration of total cultural relativism. Female genital cutting (FGC) involves the partial or     complete removal of the female reproductive/genital organs or other related procedures. This   practice is primarily upheld due to cultural, religious, and traditional reasons. While some               communities, like those in the United States, condemn FGC, they find themselves unable to halt the continuation of this practice due to its societal support. 

1.6 Cultural Shock and Social Change

 Cultural Shock 

          Culture shock is an experience that individuals may encounter when they enter a cultural setting different from their own. It encompasses the personal disorientation felt by individuals when they come across an unfamiliar way of life due to immigration, visiting a foreign country, transitioning between social environments, or simply changing their way of life. This cultural shock can be divided into four distinct phases: adaptation, adjustment, negotiation, and honeymoon.

           Adaptation: In this stage, individuals become fully engaged in the host community, reaching a level of mastery. While they retain certain characteristics from their original culture, they comfortably embrace the host culture during this bicultural period. 

           Adjustment: After some time (typically 6 to 12 months), individuals become accustomed to the new culture, and routines begin to form. The host country no longer feels entirely unfamiliar, and individuals develop problem-solving skills to cope positively with the community. 

           Negotiation: This phase, occurring around three months after arrival (depending on the individual), reveals discrepancies between the old and new cultures, leading to feelings of anxiety, disappointment, and frustration. Language barriers, differences in public health, traffic safety, and food availability intensify the sense of disconnection from the environment.

           Communication plays a crucial role during this period as people adapting to a new culture may experience loneliness and homesickness due to unfamiliarity with daily interactions. Language barriers can pose significant obstacles to establishing new relationships, necessitating careful attention to cultural-specific body language, linguistic nuances, traditions, and interpersonal dynamics. 

            Social Change: Communication for social change, also known as communication for sustainable social change and growth, involves using various communication methods to address dysfunctional production structures, processes, or practices in a particular place that has not experienced substantial technological progress. Social change refers to altering the social structure of a community through changes and modifications to social structures, attitudes, and relationships. It encompasses societal evolution, where traditional norms undergo necessary changes. Population growth and composition, culture and technology, the natural environment, and social conflict are major sources of social change. Cultural lag refers to a delayed shift in one sector of society in response to a change in another sector. In summary, social change denotes significant alterations in behavior patterns, societal principles, and norms over time. Examples of major long-term social shifts include the industrial revolution, the abolition of slavery, and the feminist movement. 

Summary 

● Social communication pertains to the language used in various social situations, contributing to improved relationships, increased employee efficiency, and breaking social barriers in our daily lives. 

● Small Talk: Despite its apparent lack of practical intent, small talk serves as a bonding activity and a means to maintain interpersonal distance. It plays multiple roles in establishing relationships between friends, colleagues at work, and new acquaintances. Particularly for new acquaintances, small talk helps explore and categorize each other’s social status, while also fulfilling the need for acceptance and maintaining a happy face during social interactions.

 ● Rapport Building: Building rapport fosters a state of harmonious understanding, facilitating easier and more effective communication with others. It involves getting along well with another person or group by finding common ground, making communication smoother and more efficient. Sometimes, rapport is established automatically, leading to friendships, while at other times, deliberate efforts to seek common ground help build connections. 

● Informal Communication: Informal communication typically occurs during group gatherings, social events, parties, etc. It allows superiors to gather information from subordinates that might be challenging to obtain through formal channels. Such informal exchanges include remarks, suggestions, and more, conveyed through gestures, head movements, smiles, and silence. For instance, a boss may choose to discuss a complaint about a subordinate with a higher officer through informal conversation instead of putting it in writing. 

● Cross-Culture Communication: Cross-cultural communication explores interactions among people from diverse cultural backgrounds, both within similar and distinct ways, and how they bridge cultural gaps. It encompasses intercultural contact and involves communication between individuals with differences in working styles, age, nationality, ethnicity, race, gender, sexual orientation, etc. Effective cross-cultural communication requires an understanding of the turn-taking mechanism in conversation to avoid misunderstandings and promote collaboration. 

● In each individual’s life, culture exists at multiple levels, including the culture they grew up with, the culture in their workplace, and other communities they actively participate in or gradually withdraw from. Cultural differences arise when people perceive their own culture as superior to others. 

● Cross-cultural communication draws upon insights from various academic disciplines to prevent misunderstandings and conflicts between individuals or groups. Emphasizing the right answer rather than the perfect message promotes confidence and effective collaboration. 

● To achieve successful cross-cultural contact, both speakers need to be aware of the turn-taking mechanisms in conversation, ensuring balanced participation and effective communication.