THEORY Hofstede lecture 1 oct2012

Hofstede’s graph tells us something
• What is the meaning of the following graph?
Scale of Hofstede’s cultural dimensions
Let’s look at examples of each of the 5 dimensions
• Women play small role in society • Household work and shopping as an indicator of masculine/feminine culture
Masculine vs. femininism
Masculine: U.S. values competition and success in business
4. Uncertainty avoidance (cont’d.)
• High uncertainty avoidance
– – – – Need for rules and formality to structure life Search for truth and belief in experts Less open to change and innovation Passive attitude toward health
– everyone has his or her rightful place in social hierarchy – Social status must be clear so that others can show proper respect
• Low power distance cultures:
• • • •
Start with culture
• Culture is the core concept in intercultural communication • What is culture?
– Learned patterns of perceptions, values and behaviors shared by a group of people
• Defined as “the extent to which less powerful members of a society accept and expect that power is distributed unequally” • High power distance cultures:
• Focus on sports and fitness
High vs. low uncertainty avoidance
Low uncertainty: willingness to take risks; accept dissent High uncertainty: prefer rules and regulations
– How do we compare patterns of communication? – How do we compare meaning?
Hofstede’s Dimensions of cultural values
• Dutch social psychologist
• Identified cultural values that help us understand cultural differences
Foundation of intercultural communication
Building blocks of intercultural communication Building block #1 = culture Building block #2 = communication Building block #3 = context Building block #4 = power
– Cultural values also affect communication
Hofstede’s Value Dimensions related to cultural differences
5 Hofstede dimensions
1. 2. 3. 4. 5. Power distance Individualism/collectivism Masculinity/femininity Uncertainty avoidance Long-/short-term orientation
• Collectivist culture:
– Identity based on social system in which they belong; “We” conscious – Avoiding loss of face is important – High context communication with indirect style of communication
– Masculine – achievement, ambition, success, acquisition of material goods
• Men playபைடு நூலகம்large role in society
– Feminine – caring for others, quality of life, modesty, interpersonal/family relationships
Collectivistic vs. individualistic
“We” conscious:: a person’s identity is wrapped up in their group, so they’re more likely to favor promoting group harmony than expressing their contrary personal opinion
Feminine: Denmark values quality of life
Discussion
• Characterize China • Characterize the U.S.
4. Uncertainty avoidance
• Defined as the extent to which people feel threatened by uncertainty and ambiguity and try to avoid these situations • Explains differences in the adoption of innovations
2. Individualism/collectivism (cont’d.)
• Individualistic culture:
– One’s identity is the person; “I”- conscious – “I” assumes their values valid for entire world – Low context communication cultures with explicit verbal communication
Culture
• Culture = perceptions + values + behaviors
– Perceptions – ways of looking at the world – Values – what is judged to be right/wrong; good/bad – Behaviors – Learned in cultural context
Examples 1. Power distance 2. Individualism/collectivism 3. Masculinity/femininity 4. Uncertainty avoidance 5. Long-/short-term orientation
1. Power distance
– Little or no social hierarchy – Social status depends on the individual
High vs. low power distance
High: In business, boss makes decisions Low: Boss and workers make decisions
• Focus on purity in food and drink; use more medications
• Low uncertainty avoidance
– – – – Few rules about society and behavior; informal structure Value but do not search for truth and experts Open to change and innovation; early adoptors Active attitude toward health
Communication Theory
Intercultural communication: Hofstede’s value dimensions
Tongji University Shanghai, China Lecture delivered by Sandra Allen Associate professor – Columbia College Chicago Oct. 8 – 26, 2012
Discussion
• Characterize China • Characterize the U.S.
2. Individualism/collectivism