International non-verbal business etiquette of the XXI century: semiotic aspect

Abstract

The purpose of the article is to identify the features of non-verbal etiquette signs in the context of international business etiquette of the XXI century. Methodology. The method of cultural analysis was applied (to identify the features of the representation of culture by means of intercultural communication in the context of business etiquette); method of structural, functional and system analysis (to identify the features of international business etiquette as a multi-component system); semiotic method (for the study of non-verbal international business etiquette as a complex sign system), etc. Scientific novelty. Business etiquette in the context of international communicative competence is investigated; analyzed an important component of international business etiquette - non-verbal etiquette as a complex system that functions in the global socio-cultural space and consists of non-verbal etiquette signs, relations between them, and non-verbal rules of international etiquette; the non-verbal international business etiquette is considered in a semiotic aspect. Conclusions. International business etiquette is a dynamic system, some aspects of which are constantly changing with the development of international business and globalization. However, despite the fact that cultural differences in business communication in the context of globalization trends in the world socio-cultural space are minimized, certain delicate aspects remain in force, which must be taken into account in intercultural communication. The study revealed that the rules of non-verbal international business etiquette and its semiotic system have remained unchanged for many centuries and are largely due to the specifics of national cultural codes. Intercultural skills are essential to achieve effective and productive international negotiations. Facial expressions, gestures, and other non-verbal cues characteristic of a particular culture are an important part of the international non-verbal business etiquette of the 21st century.