Assalamu Alaikum: The Art of Correspondence in the Middle East, part 1 of 2
November 22, 2024
Written communication, especially in the form of emails, plays a key role in business relationships. The rules of electronic correspondence vary according to region, national culture and business traditions. Subtleties and nuances become particularly important in cultures where correspondence etiquette is formal, clearly hierarchical, and there is often deep symbolism behind the words used. Which cultures are we talking about? In this article we take you on a journey to the Land of the Prophets, i.e. the Middle East, where we will look at the rules and norms of conducting electronic communication.
In the beginning there was the word
In the countries of Islamic civilization, the word matters. And a big one at that. The Arabic language, varieties of which are spoken by nearly 250 million people in the Middle East and North Africa, is not only an everyday code of communication, but also has religious significance - the word is sacred. It was in Classical Arabic (the so-called Fusha) that the Quran, Islam's holy book, was written down. For this reason, a promise made, an assurance spoken or a pledge to help automatically takes on a sacred meaning in this part of the world. In order not to lose his personal honor, a person in the Middle East must live up to his words. Otherwise he will be thrown outside the social bracket. Thus, for Arabs, language is not only a vehicle for messages, but also through language a person expresses himself in the eyes of others and God himself.
Hierarchy, formalism and the power of language
Countries in the region from Saudi Arabia to Oman to the United Arab Emirates are far more conservative than most European countries. This translates into a high degree of formalization of interpersonal relations and an emphasis on respect for those who, in the social and professional hierarchy, rank higher than us. All three elements: language, hierarchy and formalism have a significant impact on the way we conduct written correspondence. Thus, e-mail communication is elaborate in the Middle East, formal language is sometimes pathetic and elaborate, formalisms are standard for cultured people and phrases of politeness, although they may seem theatrical and artificial, should be strictly applied. When we juxtapose these characteristics with the European standard of efficiency and brevity in communication, the collision course of the two approaches to the manner and style of communication becomes obvious.
Hidden meanings and symbols
One of the key elements of communication in the Middle East is the use of appropriate phrases of politeness. The famous greeting Assalamu Alaikum (السلام عليكم), or “Peace be with you,” is commonly used in both oral and written communication. The answer to this phrase is Wa Alaikum Assalam (وعليكم السلام) meaning literally “Peace with you also.” The formula is an expression of mutual respect but just as importantly, it carries symbolic depth. The greeting is a wish for the other person's peace, harmony and God's blessing, and the word salam (سلام) itself is derived from the Arabic root expressing security and freedom from evil. Moreover, the Prophet Muhammad himself encouraged the faithful to spread this greeting which is also a short form of prayer proclaiming kindness towards other people.
The most widely used Arabic greeting in formal correspondence besides the one mentioned above is the formula Tahiya Tayyiba wa Ba'd (تحية طيبة وبعد) literally meaning “With cordial greetings,” which is a neutral and elegant greeting. Equally widely used remains the formula As-sayyid al-muhtarim / As-sayyida al-muhtarama (السيد المحترم / السيدة المحترمة), or “Dear Sir/ Dear Madam” as we know it well in English.
The modern lingua franca
Speaking of English. By virtue of the role the Middle East plays in the international economy, and by the fact that countries in the region act as a kind of “economic hub” linking Asia, Africa and Europe, e-mail communication in English is generally not a major problem here. Consequently, the correspondence etiquette used by most local companies with international ambitions is no different from cross-cultural standards (with perhaps a few exceptions). Ultimately, however, even a single phrase appropriately used in Arabic at the beginning of a message or at its conclusion will always make a positive impression on our Partners and Customers.
Title, tone and politeness
In formal correspondence with Middle Eastern partners, it is important to use full professional and honorific titles. Titles such as “doctor,” “engineer,” “sheikh,” and “director” are commonly used and are a key element in building positive business relationships. Their absence in initial professional contacts, can be perceived as an extreme gaffe. All the more so because in the collective societies of Arab countries, a person's position is often linked to a network of wasta (واسطة) connections and roles within the group. In other words, a person means as much as he or she contributes to the community as a whole. Official titles, professional positions, academic degrees or honorary dignities bestowed on people emphasize their social importance and give them the respect due them in the group.
Unlike in Western countries, where shorthand is at a premium, in the Middle East, emails often contain more elaborate phrases of politeness. An example of this would be the addition of a thank you at the very beginning of the message, such as “Thank you for taking your valuable time...” or “It is with great respect that I ask you to...”, which immediately indicates a polite and formal tone of communication. Moreover, even in correspondence of a seemingly informal nature, there is a strict adherence to certain forms of politeness and extended courtesy. In the cultures of the region, a lack of manifested, even theatrical politeness, even in short messages, can offend the recipient and constitute a form of insult.
Final formulas
Arabs often emphasize their own eloquence. The word baligh (بليغ) “eloquent” comes from the same root as “male maturity” and “exaggeration.” Therefore, eloquence and exaggeration go hand in hand when it comes to phrases that end messages. While a European will sign an e-mail with the standard “With best regards” or “With best regards,” an Arab sender will use words that are much more pompous. For example, a desire for cooperation will be expressed with “hope for excellent and beautiful cooperation,” and a long-term business relationship may be described with “infinite abundance of future profits.” Of course, such wording should not be read literally, and exaggeration in form should not be taken too seriously. What is important is the gesture and symbolism hidden behind the words.
And so a common phrase to end a message will be Ma'a al-ihtiram wa at-taqdeer (معالاحترام والتقدير), which means “With respect and appreciation” or wa tafaddalu bi-qubool fa'eq al-ihtiram (وتفضلوا بقبول فائق الاحترام) meaning “Please accept my highest respects.” In countries with a particularly strong Islamic influence, one can additionally encounter phrases with religious overtones, such as. Wa assalamu 'alaykum wa rahmatullahi wa barakatuh (والسلام عليكم ورحمة الله وبركاته) meaning “Peace, Allah 's mercy and blessings be upon you” or Jazakum Allah khayran (جزاكم الله خيرًا) meaning ‘May Allah reward you with good.’
Understanding the rules of correspondence in the Middle East is essential for anyone who wants to do effective business in the region. Remember that Arab culture values respect, hospitality and formality. By following these rules, you will build lasting business relationships and achieve success.