Conceptualizing and Perceiving Culture

Group 1Paige PerryAnna SmithAngela ScioliDevon Dyer

Chandler Cruse Tammy Nguyen

Sandy Tang

Paradoxes exist. Paradoxes are viable links between culture

and globalization. Cross-cultural paradoxes help us understand

the changes that are occurring because of globalization.

Globalization creates culturally based paradoxes.

Paradoxes

Culture The meanings that are shared by most people

in a social group Cultural content

Beliefs, attitudes, goals, and values held by most people in a society

Includes meanings of characteristic behaviors, rules, customs, and norms that most people follow

What is Culture?

Stresses the priority of group goals over individual goals

Importance of cohesion within social groups Collectivists focus on community, society, or

nation. Example: Japan, China, and India

Collectivism

Stresses the priority of individual goals over group goals

Pursue course of action that benefit the individualist

Example: United States, Norway, and Australia

Individualism

This dimension focuses on how a society deals with levels of status or social power

Power Distance

1. Malaysia: 104 7. China: 80 13. Saudi Arabia: 80 18. India: 77 21. Singapore: 74 34. Thailand: 64 47. Japan: 54 53. United States: 40 66. Austria: 11

Power Distance Index (1-120)

Individualism-collectivism and Power Distance

Power Distanc

e

Individualism Collectivism

Low (horizontal)

Equality Matching

(HI)

Community Sharing

(HC)

High (vertical)

Market Pricing (VI)

Authority Ranking

(VC)

1. A controversy has developed in your workplace, and you need to take a position. Which is your most likely

course of action?

a) You assemble all the facts and make up your mind.

b) You discuss it with your boss and support his or her position.

c) You discuss it with your peers and take their views into account.

d) You consider which position will most likely benefit you in the future.

HI

VC

HC

VI

2. Which factor is most important when hiring an employee? The applicant

a) Is easy to get along with. b) Has been an especially valued

employee by a competitor. c) Is a relative. d) Is a respected member of your

community.

HI

VI

HCVC

3. How do you feel when you are working in the group?

a) My personal identity, independent of others, is very important to me.

b) When another person does better than I do, I get tense and aroused.

c) I feel good when I cooperate with others.

d) It is important to me that I respect the decisions made by my groups.

HI

VI

HC

VC

4. How you feel working in the company with others?

a) Winning is everything.b) I rely on myself most of the time; I

rarely rely on others. c) It is my duty to take care of my co-

workers, even when I have to sacrifice what I want.

d) The well-being of my co-workers is important to me.

VI

HI

VC

HC

5. How you feel about your co-workers if you are a leader of the company?

a) I'd rather depend on myself than others. b) The well-being of my co-workers is

important to me. c) It is important that I do my job better

than others.d) I would sacrifice an activity that I enjoy

very much if my family did not approve of it.

HIHC

VI

VC

Freedom-Order Paradox :Germans cherish individual freedom but emphasize that too much freedom leads to disorder

Freedom-Affiliation Paradox: Dutch and Scandanavians value individual freedom but sometimes affiliation needs are stronger

Value Paradoxes

Freedom-Dependence Paradox: French believe individual freedom accompanies dependence on power holders

Value Paradoxes

http://www.youtube.com/watch?v=HYYcpf9hI1g Advertisements that target the group oriented

(collectivists) often only show one celebrity in their ads

http://www.youtube.com/watch?v=60NEqP_8iP0&feature=related

Advertisements that target the individual oriented (individualists) often show groups of celebrities in their ads.

Although, Japan is a collectivist society, and their values are very group oriented.

It is desirable to emphasize their individuality when they become too influenced by the group.

Collectivism Paradox

Americans desire a more individualist lifestyle. Yet, they become isolated and lonely.

Therefore they find group activity more desirable.

Individualism Paradox

Cultural Values vs. Cultural Practices

Values Values are power

distance, humane orientation, and uncertainty avoidance.

Practices Practices are operations

of institution such as law, religious system and education system

Poor understanding of cross cultural differences can lead to damaging consequences

Yet, sharing life experiences, religious experiences and personal values makes you indifferent to major cultural influences

Does Culture Matter?

Demographics are often viewed as supreme over cultures because the similarities in age, gender and education, life experiences and occupational groups help form a bond of demographic groups.

Ex. Doctors working for Doctors Without Borders

Demographics

Cross-cultural comparison: an etic approach; a description of a behavior or belief by an observer, in terms that can be applied to other cultures; "culturally neutral."

Intercultural interaction: an emic approach; incorporates concept that reality is socially constructed that each culture has its own “distinctive” and “unique” values and practices.

Cultural Perspectives

Can Cultures Change Quickly?

Visible Aspects Change is easily seen Economics, Government,

Education Tangible

Invisible Aspects Change is not easily seen Cultural values Intangible

BOTH!

Kissing, Bowing, and Shaking Hands

Kissing and hugging represents a culture in which emotions are accorded great prominence.

Bowing represents an authority-ranking culture. Japan in the past

Shaking hands represents a practice prevalent in both equality matching and market pricing cultures. Concealed Weapons in Japan

What is an Appropriate Greeting?

In international business, it is important to be aware of the prospective culture. Is the culture more authority-ranking? Equality

matching? Community sharing? Market pricing?

Use the style that is suitable to the cross-cultural interaction.

Cultural Stereotyping

Stereotyping- A distorted view of particular cultures and their assumed individualities used to make pre-determined judgments.

To use or not to use? Descriptive rather than evaluative First best guess Based on data/observation Subject to change

Cultural Metaphors

“Any major phenomenon, activity or institution with which members of a given culture closely identify cognitively or emotionally, or both”

Used as a starting point to understand all aspects of cultures

Examples: Swedish stuga (unadorned summer home), Chinese family alter, American football

Levels of Culture

Although a brand/product/service may be globally popular, they must tailor their products to each culture specifically.

Example: McDonalds Game Shows

http://youtu.be/XASKG7PpZ80

Insiders vs. Outsiders

Insiders Feel they have a greater

knowledge of their own culture Not always true

Outsiders Anthropologist

Study in a detached manner

Cultural Bias