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
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