@article { author = {Hasanzadeh, Saba and Shakeebaee, Golshan}, title = {Use of Cultulings in Business Communication: A Case of Flattery}, journal = {Journal of Business, Communication & Technology}, volume = {2}, number = {1}, pages = {50-63}, year = {2023}, publisher = {Gulf College, Muscat, Oman}, issn = {2791-3775}, eissn = {2791-3775}, doi = {10.56632/bct.2023.2105}, abstract = {Since business without appropriate language use is impossible and language is an inseparable ‎part of a culture, knowing about the cultural patterns of communities can also be valuable. ‎Considering language as an essential component of any given culture, studying linguistic ‎expressions can reveal a society’s hidden cultural patterns, a concept known as cultuling ‎analysis. The current study looked at the “flattery” cultuling demonstrated in Persian and ‎English films. To achieve this, excerpts of dialogues from 100 Persian and 100 English films ‎were taken and analyzed by means of cultuling analysis (CLA) methodology from linguistic, ‎cultural, and psychological angles. The result showed that flattery can happen in formal and ‎informal situations among people from both equal and unequal status. Moreover, Iranian ‎people’s use of flattery displayed cultural patterns of overstating, high context, power ‎distance, low trust, and collectivism, while English people’s use of this cultuling revealed ‎their hidden culture, including low-context, high-trust, understanding, individualism, and ‎power distance.‎}, keywords = {Language,Culture,Cultural patterns,Flattery,Business communication}, url = {https://bctjournal.com/article_15.html}, eprint = {https://bctjournal.com/article_15_517d09ff00a52e21b7041231b9a43829.pdf} }