Communication, cultural worldviews and values Chapter 4 Communication, cultural worldviews and values

Concepts in this chapter Context Communication style Values Human nature Individualism Non-verbal codes Low-context and high-context communication Power distance Uncertainty avoidance

Kluckhohn and Strodtbeck Value Orientations Values – that which we judge as good or bad, right or wrong. Values are often derived from the culture that we come from. When we enter into a new culture, we may have to adapt to a new culture or the different values in that culture, which can contradict or reinforce our own values.

Kluckhohn and Strodtbeck Value Orientations Patterns of behaviour are influenced by cultural factors Research on value orientations was based on 5 sets of value orientations: 1. human nature 2. human nature and its relationship to the supernatural 3. relationship between humans 4. human activity or personality 5. relationship with time

Kluckhohn and Strodtbeck Value Orientations They also explored the concepts of individualism and collectivism Arabs, Africans and certain communities place a huge emphasis on collectivism and extended families. Individualism is more common in the Western world.

High context and low context communication Edward Hall developed this concept. High context communication – indirect, the meaning is in the context and the non-verbal cues. A glance or a pointed finger or a facial expression, body language can speak volumes. Low-context – what is said is meant. The verbal communication is direct and clear.

Communication contexts cont. Direct and indirect communication are different styles of communication. You can read more on page 79 of the textbook. In essence – different communication styles can lead to issues and misunderstandings arising. In diverse South Africa – people have various styles of communicating. As said earlier, the way we communicate is influenced by our culture. We may find fellow south African’s communication styles differ from ours. This can create misunderstandings and can lead to people feeling discriminated against. It can also lead to discrimination – as we do not understand a different communication style to ours, we may perceive the next person in a negative light and may not think he/she is suitable for particular projects etc.

An in-depth understanding of intercultural communication assists us in understanding these different communication styles so that we may be able to create an inclusive environment in the different spaces we find ourselves in.

Hofstede’s Value Dimensions Hofstede’s Value dimensions – Hofstede was a social psychologist and he identified several cultural values that can help us to understand cultural differences. These are: Power distance Masculinity/femininity Uncertainty avoidance Individualism/collectivism Long-term/short-term orientation to life

Power distance - definition What is power distance – the way in which members of a culture deal with inequalities Hofstede believes that power distance is learnt early in families: high power distance – families accept power as a necessity and stress authority whereas low power distance families believe in legitimate power and that power should only be used when necessary.

Masculinity/femininity The degree to which gender specific roles are valued The degree to which a culture values masculine or feminine values In this context masculine values are seen as achievement, ambition etc. and feminine goals are quality of life, service to others and nurturance.

Uncertainty avoidance The extent or degree which people will go through to avoid uncertainty or avoid feeling threatened by unknown situations. High uncertainty –avoidance members are generally aggressive, emotional, compulsive and intolerant Low-uncertainty avoidance members are not as stressed, more tolerant and more willing to take risks.

Long-term orientation vs short-term orientation to life Society’s search for virtue versus truth Short –term orientation to life countries/people want to “possess/own” the truth. Want quick results, will do anything to “keep up with the high life” even if it means over spending. Long-term orientation countries/people are more in search of virtue – emphasis is on tenacity and perseverance regardless of how long the task takes.