Studying CultureDimensions of Cultural Context

IndividualismValuing personal independence

personal responsibilityfreedom of choicepersonal autonomy achieving self-fulfillment

Promoting the selftalent and potential in each personpursuit and development of abilities

CollectivismGroups bind and mutually obligate individuals

a sense of duty to group interdependence to othersharmonyworking with the groupsubordinating personal goals for the sake of

preserving the ingroup

people are not seen as isolated individuals but as interdependent with others

Individualism—Collectivism How do individuals perceive themselves?

“I am distinct and unique.” “I am a member of a family.”

How do individuals relate to others? “What do I gain?” “How will this affect others?”

What goals do they follow? “I want to win.” “I am a team player to help the group win.”

What drives their behavior? “It is my right to do this.” “My duty is to my group.”

Behavioral Traits Associated With Individualism and Collectivism

Levels of the Continuum

Cultural Level=Individualism—Collectivism

Psychological Level=Idiocentrism—Allocentrism

Horizontal individualism

Vertical individualism

Horizontal collectivism

Vertical collectivism

Vertical and Horizontal Cultural Orientations

The Pancultural Self

The idea that the individual self is pancultural

i.e., the individual self is more fundamental to self-definition than the collective self across all cultures

Motivation to achieve positive self-regard

High-Context—Low-Context

Restricted code

Silence is valued

Indirect, implicit messages

Examples: China, Vietnam, and many African cultures.

Elaborated code

Silence is uncomfortable

Direct, explicit messages

Examples: the U.S., Switzerland, and France

Value Orientations•Values affect intercultural communication•Like culture, values are learned•A universal structure to values•Condon and Yousef’s six dominant themes:• self• family,• society• human nature• nature• the supernatural

Power Distance

“the extent to which the less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally.”

–Hofstede

Uncertainty Avoidance—the degree to which the members of a particular

culture feel threatened by uncertain or unknown situations.