CHAPTER 2 The Cultural Context

A Contextual Model of Intercultural Communication Neuliep, Intercultural Communication, 6e. © SAGE Publications, 2015.

Individualism Valuing personal independence Promoting the self personal responsibility freedom of choice personal autonomy achieving self-fulfillment Promoting the self talent and potential in each person pursuit and development of abilities

Collectivism Groups bind and mutually obligate individuals a sense of duty to group interdependence to others harmony working with the group subordinating 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

Vertical and Horizontal Cultural Orientations Horizontal individualism Vertical individualism Horizontal collectivism Vertical collectivism

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.