Conceptualizing and Perceiving Culture Group 1 Paige Perry Anna Smith Angela Scioli Devon 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 Distance 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 HC VC

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. HI HC 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

  Advertisements that target the group oriented (collectivists) often only show one celebrity in their ads  elated elated  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 

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