Iran: Cultural Values, Self images and Negotiation Behavior

Iran: Cultural Values, Self-images and Negotiating BehaviorNon-verbal CommunicationCommunication between Iranians is high-context; i.e., communication is allusiveand indirect not only in the choice of words utilized, but in the dependence of theinterpretation of the message on the context in which it is transmitted: non-verbalclues, staging and setting of the act of communication, and the choice of the bearer ofthe message. Regarding the latter aspect, one may paraphrase Marshall McLuhan insaying that in Iran frequently “the messenger is the message.” While Iranians whointeract with the West on a regular basis are aware of the low-context nature ofWestern (and particularly American) styles of communication, many tend to infernon-verbal clues from the behavior of their Western interlocutors according to Iraniancriteria.The gamut of non-verbal communication in Iranian interaction is extremely wideand complex. It includes aspects of proxemics, hand and body gestures, eye contact,etc. The concatenation of these gestures clearly indicates intimacy between the twopersons, or their perception of each one's hierarchal inferiority or superiority.Iranian social protocol places great importance on seating; placing a guest near adoor is indicative of his low rank or a low degree of welcome. Honored guests areusually seated to the right of the host. In ancient Iranian protocol, the seating of aguest on the left side of the primary host (especially in a royal court and the like) is anindication of the guest's predominant status on the one hand, and assumed friendship,on the other hand. 113 In the modern Iranian Majlis, members are seated according totheir rank, rather than their party affiliation.Body contact and free posture and behavior are not perceived as ice breakers inIranian culture, but a custom of samimiyat (intimacy) alone. Therefore,demonstrations of conviviality and gregariousness between non-intimates are notgenerally effective vis-à-vis Iranian interlocutors (especially within groups). Suchgestures (pats on the back, frivolous body contact) are perceived as carrying apatronizing message. 114 When employed towards senior officials in the presence oftheir subordinates, it may have a demeaning effect (presenting the senior Iranian asintimate or inferior to the foreigner).Head and hand gestures in Iranian culture differ somewhat from most Westernmodels. For example, raising the head (a half nod) has a meaning of disagreement ordissatisfaction, while lowering the head is an expression of affirmation; a Westernstylethumbs up is an obscene gesture; holding one's head down and placing the handon the heart with a slight bow is a sign of acknowledgement of the other party's socialpre-eminence. Iranians, however, do not expect foreigners to copy Iranian etiquette.113 It is said that Cyrus first began to place men on his left hand as a sign of respect, because that side isthe weaker side, and therefore the most exposed to danger. Sir John Chardin, Travels in Persia, 1673-1677. 2 (London: Argonaut Press, 1927, reprinted 1988, Unabridged Dover republication).114 It is interesting to note that even in times of mourning, Iranians do not engage in physical acts ofconsolation (hugs, etc.), but rather maintain dignified “face.”30