Social

If the concept of intercultural skills is applied to power then effective intercultural communication will prevail. .
             Authority and power usually go hand in hand. Those with authority ultimately have power over those who don't; this is the basis of most cultures. The difference is that the power that the authorities hold differs between each culture. The aboriginals have a very unique culture. For them not looking an authority figure in the eye is a sign of respect. However western cultures see not looking someone in the eye as being rude. These two cultures clash because of lack of intercultural skills. Australians very rarely understand how other countries perceive authority. Cultures with low power distance like to challenge authority and strive for equality. On the other hand cultures with high power distance have a high tolerance of authority and respect the unequal power structure. We look down on countries such as Iran because their whole society is based on authority. Criticising before trying to understand is a very common occurrence between cultures. .
             The roles of gender while in some cultures are very much the same can differ greatly to what we consider to be normal. Suspending judgement of another person's culture is important when communicating. Until all facts are known. Ethnocentrism is the tendency to view our own culture as superior to others, and relates to all cultures. Western cultures tend to discriminate against eastern cultures because of the roles that gender play. For example, western society is highly opinionated on the oppression of women in countries such as Afghanistan. These women although appear to be oppressed have lived within this culture since birth and it is a part of who they are. Numerous articles have been published on women who were happy in their so-called 'oppressed' society. Cultures themselves can be divided into gender categories. The more masculine cultures value achievement, assertiveness, heroism and material wealth, They have very distinct expectations of the male and female roles within the society.