Nonverbal Communication in Brazil

     The number one difference between Brazilian and American culture is personal space. Brazilians tend to stand very close to each other during conversation – one to two feet apart is the norm. Brazil is also a high touch culture. It would not be unusual for a Brazilian man to put his hand on the shoulder, arm, or hand of a Brazilian woman during conversation. It would certainly take some time and adjustment as a business leader in Brazil. Americans value personal space and we certainly are not a high touch culture. You must do your best to make yourself appear comfortable during conversation, though, as Brazilians view people who keep a far distance as rude and unfriendly. 

     There are a few hand signals in America that don’t exactly correspond with Brazilian hand signals. In Brazil, making the “O.K.” sign with your fingers is equivalent to flipping someone the bird (middle finger) in America. There is also a gesture in Brazil that warns someone that his wife is cheating. This gesture could obviously end poorly in some circumstances. Your best bet with hand gestures and emblems as a business leader in Brazil is to try to avoid them altogether. If you feel like you must do hand gestures, make sure to do your research!

     Eye contact in Brazil is fairly similar compared to eye contact in America. Brazilians favor direct eye contact during conversation. Steady, consistent eye contact shows sincerity and a lack of eye contact will result in a lack of trust. One thing that I found interesting about eye contact in Brazil is that service people, such as maids, delivery people, and repairmen, usually avoid direct eye contact with the people that they serve. Because eye contact is viewed so similarly in Brazil, it shouldn’t be too difficult to adjust as a business leader. 

     I had trouble finding research online about office space in Brazil. I assume that, because of their close personal space, offices and rooms are probably small in size. The smaller the room, the closer packed people in the room will be. This creates close-proximity and high touch conversation. This is just my opinion, though, not actual fact. As a business leader in Brazil, a normal American would have a tough time adjusting to smaller office sizes. Personally, I would have no problem with the small office size. I have lived in a dorm for three years and my room at home is relatively small, so a small office would be no biggy for me. 

 

Direct vs. Indirect Communication

     Direct communication simply means saying exactly what is on your mind. An example of direct communication would be, “Dad, these shoes are junk. Would you buy me new shoes for my birthday?” Indirect communication means hinting or beating around the bush. An example of indirect communication would be, “Hey dad, I have a birthday coming up next week and it sure has been a long time since I’ve had a new pair of shoes.” Although it is implied that you would like a new pair of shoes for your birthday, you’re not actually asking directly for a new pair of shoes. 

     “In a country like Brazil, if you feel something strongly, you show it. Overt signs of emotion definitely do not imply lack of conviction and should be taken as the deeply felt belief of the speaker.” Direct communication cultures, similarly known as low context cultures, are taught to say what they mean. The first sentence of this quote states that Brazilians do not try to hide their emotions when they feel strongly about something. Usually, high context cultures are much more reserved when communicating. 

     “Communication is often informal and does not rely on strict rules of protocol. Anyone who feels they have something to say will generally add their opinion. It is considered acceptable to interrupt someone who is speaking.” The second and third statements of this quote prove that Brazilians do not hesitate to speak their mind. This is very similar to what I said in the last paragraph, that low context cultures are taught to say what they mean. A high context, or indirect communication culture, certainly would not think it acceptable to interrupt someone at any point in time. 

     “In business settings they usually have no problem saying NO and may prefer frank messages to diplomatic ones. Brazilians can be direct and intense at the negotiation table, while polite and ambiguous in social settings.” Brazilians seem to be strictly business when it comes to business. They would much rather prefer a blunt response rather than a tactful response. When it comes to social settings, on the other hand, Brazilians are a little more reserved and tend to watch what they say so as not to embarrass someone else. 

     Personally, I wouldn’t have to adapt much at all to work in Brazil. Similar to Brazilians, I will not hesitate to speak my mind and to be firm when it comes to business. I believe that business is best conducted when people are direct and straight-to-the-point. When you have indirect and tactful responses, the concept as a whole may not be conceived as it was meant to be. I also wouldn’t have to adapt much when it comes to social settings in Brazil. I consider myself to be very polite and reserved in social settings. 

     Fun Fact: Brazilians stand extremely close together when they communicate. Backing farther away from them when communicating is a sign that you are uncomfortable with them. 

 

 

Age and Gender in Brazil

Youth vs. Seniority

“In Brazil, the elderly are frequently seen as burdensome, as they are no longer a part of the labor market and must be cared for by family or by state social services.” This statement, which I found in an article by Alicia Kriewell, is pretty straightforward about how the elderly are viewed in Brazil. Although it is clear that Brazil values youth, the same article explains that there are many religious groups trying to negate Brazil’s negative view on the elderly. Essentially, Brazil has been a youth-centered culture in the past. Recently, however, there has been strong efforts to keep the elderly of Brazil involved and to maintain their level of dignity and respect. Brazil has a relatively low median age, 28.9 years, compared to the United States’ median age of 36. Our homeland (United States) certainly values youth and is constantly looking ahead to the future. With a median age of 28.9 years, the young people of Brazil have an undeniable impact on their culture. However, that number is on the rise and it will be interesting to see if Brazil becomes a more elderly-centered culture in the next ten to twenty years. 

Gender

According to a study in September 2010, “Brazilians strongly believe there should be gender equality, and that women should be able to work outside the home.” The same article also states that women and men often split chores around the house. Like the United States, women usually do the dishes, laundry, and cleaning, while the men do yard work and other physical jobs. Although Brazilians believe in gender equality, the numbers don’t exactly suggest complete equality. Brazilian women earn only 75% of what Brazilian men earn, just a shade below what American women earn (76.5%) of what American men earn. According to Hofstede’s dimensions, Brazil scores a 49 in the Masculinity/Femininity dimension. This score is basically middle of the path, meaning that Brazil, for the most part, doesn’t favor men over women and vice versa. The United States scores a 62 in the same dimension, which tells us that we value competition, achievement, and success just a tad more than Brazil does.