Denmark according to Hofstede's cultural dimensions

            One of the most cited names in cross-cultural advertising analysis is Geert Hofstede, the
author of a five dimensions system used to describe and classify national cultures. Such system is
based on the definition of culture as a "collective programming of the mind which distinguishes the
members of one category of people from another" including four categories of components: symbols,
heroes, rituals and values. According to Hofstede values represent "the deepest level of a culture.
They arc broad feelings, often unconscious and not open to discussion, about what is good and what
is bad, clean or dirty, beautiful or ugly, rational or irrational, normal or abnormal, natural or
paradoxical, decent or indecent." The appartenance to a nation supposes the acquisition of the values
promoted by it. Family, school, society is all tools of socializing with cultural values or the mental
programming of a nation. The conclusion is that national cultures differ mostly at the level of values.

           

Hofstede's cultural dimensions: Power distance, individualism, masculinity, uncertainty avoidance,

long-term orientation

Power distance

            The first dimension – power distance – measures the way in which different cultures approach
and accept inequalities between individuals of a society. The parameter is inspired by a work in social
psychology (Mauk Mulder The Daily Power Game) and describes the emotional distance between
more powerful and less powerful members of a society. A typical high score for this dimension would
be characteristic for a culture with a paternalistic decision-making style where the employee or the
subordinate is afraid to manifest his disagreement with the superior and is rather glad to accept
superior’s decisions. Inequality is accepted and even desired in such cultures and is manifested in all
areas of the society: high income differences, parents and professors are viewed as authority and
their relation to children may be characterized in terms of unilateral respect and obedience.
Subordinates do not take any initiative but prefer to be directed by superiors. Politically there is an
indissoluble connection between power-wealth-capacity & privileges and the power is based on
relationships (family, friends etc.). Religion or different types of hierarchies and bureaucracies are
strong. There is no middle class, and political change is expected to be achieved by revolution. Typical
countries are: Malaysia, Guatemala, Panama, Philippines, Mexico, Venezuela, Arab countries,
Equador, Indonesia, India, and West Africa (as it is shown in Appendix 3).

            Denmark of course ranks to the opposite pole, with a score of 18, on the 51st place along with
Austria, Israel, New Zealand, Sweden, Norway, Finland, Switzerland, Great Britain, West Germany,
Costa Rica, Australia, Netherlands, Canada, and USA. Main attributes for such cultures are: the
dialogue and reciprocal agreement between managers and employees, superiors and subordinates,
small income differentials, collaboration, interdependence, a tendency to decentralization, initiative
and co-operation, pluralism and democracy. The middle class is strong, change occurs by revision and
violence is rare.

           

Individualism versus collectivism

            The second dimension refers to individualism versus collectivism and is meant to assess the
role of the individual and of the group in a given society. Hofstede points out by his research a
correlation between wealth and individualism. Denmark, with a score of 74, ranks among the first 10
individualist countries. An individualist culture is manifested by the predominance of individuals'
interests over the group interests. Relationships between individuals are rather loose, the sources of
personal achievement are the profession and the family. Privacy is important and relationships at
work are rather superficial. The behaviour is regulated by guilt and individual conscience. Individual
skills are appreciated and work contracts take into account reciprocal advantages for both parts.
Economic and commercial relations are based reciprocal profit and the employment of most
advanced methods and techniques.

Masculinity

            The third parameter takes into account gender roles: masculine is equated with assertiveness
while feminine is synonymous to modesty. Denmark ranks among the most feminine cultures (with a
low score of 16 for masculinity) which put emphasis on good relationships and co-operation, charity
and modesty. Safety and family are very important values. Gender roles often overlap, failure is
regarded as an accident and not as disaster (as it would be the case with masculine cultures). Caring
and tender attitudes or the expression of weakness are not disregarded. On political level the ideal is
an universalistic welfare state whose main goals are democracy, the support and the assistance for
everybody, concerns for environmental issues. Conflicts are not solved by strike but by compromise
and negotiation.

Uncertainty Avoidance versus Risk Taking Propensity

            According to the last hofstedian dimension - Uncertainty Avoidance versus Risk Taking
Propensity – which measures the degree of risk aversion in a society Denmark ranks among the
cultures with the lowest score of uncertainty avoidance (23). Cultures with a high score will refrain
from taking risk and trying new methods preferring the tried and tested paths. On the contrary a low
score of this dimension indicates a culture willing to try new ways and approaches, where a high
degree of innovation may be witnessed. Low stress, positive feelings prevails while strong emotions,
violence and aggression are sanctioned. Population is very open to the diversity. Rules are minimal,
laws are general and few, self-regulatory codes numerous. Competence overrules authority, protest
is accepted, there is no- one expert and only possessor of the eternal and unique truth.