11/6/19

INTRODUCTION TO
CULTURE

LOGO

1. What is culture?

In western philosophy, the term “culture”

originates from the Latin word “cultura or
culturus” as in “agri cultura”, the cultivation
of soil. Later, other meanings were attached
to the word.
From its root meaning of an “activity”,
culture became transformed into a condition,
a state of being cultivated (Freilich, 1989)

1. What is culture?

The term “culture” was first

used by the pioneer English
Anthropologist Edward B. Tylor in
his book, Primitive Culture,
published in 1871.
Tylor said that culture is "that complex whole
which includes knowledge, belief, art, law,
morals, custom, and any other capabilities and
habits acquired by man as a member of society“.

1
 11/6/19

1. What is culture?

Educated vs. Cultivated

ü Having had a ü Having had a

high standard of high standard of
education. education.
E.g. Degrees, Cer- ü Showing good
tificates… manners.

1. What is culture?

1.1. Definitions
v "Culture: learned and shared human
patterns or models for living; day- to-day living
patterns. these patterns and models pervade all
aspects of human social interaction.“ (Damen
L., 1987)
v "Culture is the collective programming of the
mind which distinguishes the members of one
category of people from another.” (Hofstede G.,
1984)

1. What is culture?

1.1. Definitions
v “Culture should be regarded as the set of
distinctive spiritual, material, intellectual
and emotional features of society or a social
group, and that it encompasses, in addition
to art and literature, lifestyles, ways of
living together, value systems, traditions
and beliefs”. (UNESCO, 2002)

2
 11/6/19

1. What is culture?

1.2. Characteristics of culture

v Culture is learned – It is acquired
through education, training and experience.

1. What is culture?
1.2. Characteristics of culture
v Culture is socially transmitted
through language
It is transmitted from one generation to
another through the medium of language,
verbal or non-verbal through the gestures
or signs, orally or in writing.

1. What is culture?

1.2. Characteristics of culture

v Culture is a social product
Many person interact with one another to
develop culture. Culture is a product of
social interaction through the mutual inter-
stimulation and response of people with one
another.

3
 11/6/19

1. What is culture?

1.2. Characteristics of culture

v Culture is the distinctive way of life
of a group of people.

v Culture has sanctions and controls -

these sanctions could be formal or informal.

1. What is culture?

1.2. Characteristics of culture

v Culture is material and non-material

1. What is culture?

1.2. Characteristics of culture

v Culture is stable yet dynamic.
v Culture is symbolic.

4
 11/6/19

2. Culture and religions

1.3. Sources of ethics

v Philosophy and religion: religious and
philosophic morality is clearly a primary focus in
shaping our societal ethics.

v Five Virtues: Humaneness, Righteous,

Etiquette, Wisdom, Trustworthiness.
v Five Bonds: Ruler to Ruled, Father to
Son, Husband to Wife, Elder Brother to
Younger Brother, Friend to Friend.
Confucianism

2. Culture and religions

1.3. Sources of ethics

v Philosophy and religion
v Three poisons
§ Attachment (desire, passion, greed) - Pig
§ Aversion (anger, aggression, hatred) - Bird
§ Ignorance (confusion) - Snake
v Five precepts
§ To refrain from taking life
§ To refrain from taking that which is not given
§ To refrain from sensual
§ To refrain from lying
Buddhism
§ To refrain from intoxicants
v Karma

2. Culture and religions

1.3. Sources of ethics

v Philosophy and religion

v Honor your father and mother.

v You shall not murder.
v You shall not commit adultery.
v You shall not steal.
Christianity v You shall not bear false witness.
v You shall not covet your neighbor's house.

5
 11/6/19

3. National culture

Hofstede & Bond’s 5 Dimensions

INDIVIDUALISM The interests of the individuals vs. the COLLECTIVISM
The interests of the individual interests of the group The interests of the group take
take precedence precedence

POWER TOLERANCE
POWER RESPECT Individuals assess authority in
The appropriateness of power/
Authority is inherent in one’s authority within organization view of its perceived rightness
position within a hierarchy
or their own personal interests

UNCERTAINTY UNCERTAINTY AVOIDANCE

ACCEPTANCE An emotional response to Prefer structure and a
uncertainty and change
Positive response to change consistence routine
and new opportunities

MASCULINITY FERMENITY
assertiveness and What motivates people to A stress upon the quality of life &
achieve different goals
competitiveness concern with environment

LONG –TERM OUTLOOK Members of a culture adopt an

SHORT–TERM OUTLOOK
Value dedication, hard work, outlook on work and life Value traditions, social
and thrift obligations

Hofstede & Bond’s 5 Dimensions

a. Power Distance
This refers to the degree of inequality that exists and
is accepted among people with and without power.

Characteristics Tips
Centralized companies.
•

• Strong hierarchies.
High PD
• Large gaps in compensation,

authority, and respect.

• Flatter organizations.
Low PD • Supervisors and employees are
considered almost as equals.

Hofstede & Bond’s 5 Dimensions

b. Individualism
This refers to the strength of the ties people have to
others within the community.
Characteristics Tips
• High valuation on people's time
and their need for freedom.
High IDV • An enjoyment of challenges.
• Respect for privacy.

Emphasis on building skills and

•

becoming masters of something.

Low IDV • Work for intrinsic rewards.
• Harmony more important than

honesty.

6
 11/6/19

Hofstede & Bond’s 5 Dimensions

c. Masculinity
This refers to how much a society sticks with, and
values, traditional male and female roles.
Characteristics Tips
• Men are masculine and women
are feminine.
High MAS There is a well defined
•

distinction between men's work

and women's work.
• A woman can do anything a man

can do.
Low MAS
• Powerful and successful women

are admired and respected.

Hofstede & Bond’s 5 Dimensions

d. Uncertainty/Avoidance
This relates to the degree of anxiety society
members feel when in uncertain or unknown situations.
Characteristics Tips
• Very formal business conduct
with lots of rules and policies.
• Need and expect structure.

High UAI • Sense of nervousness spurns

high levels of emotion and
expression.
Differences are avoided.
•

Informal business attitude.

• • ]

Low UAI • Concern with long term strategy.

• Accepting of change and risk.

Hofstede & Bond’s 5 Dimensions

e. Long Term Orientation

This refers to how much society values longstanding
- as opposed to short term - traditions & value.
Characteristics Tips
Family is the basis of society.
•

• Parents and men have more

authority than young people and

High LTO women.
• Strong work ethic.

• High value placed on education

and training.
• Promotion of equality.

Low LTO • High creativity, individualism.

• Self-actualization is sought.

7
 11/6/19

Power distance

Countries PDI Countries PDI

China 80 Malaysia 104
Japan 54 UK 35
Thailand 64 France 68
Indonesia 78 USA 40
Vietnam 70 Denmark 18
Korea 60 Russia 93
Philippines 94 Poland 68

Individualism

Countries IDV Countries IDV

China 20 Malaysia 26
Japan 46 UK 89
Thailand 20 France 71
Indonesia 14 USA 91
Vietnam 20 Denmark 74
Korea 18 Russia 39
Philippines 32 Poland 60

Masculinity

Countries MAS Countries MAS

China 66 Malaysia 56
Japan 95 UK 66
Thailand 34 France 43
Indonesia 48 USA 62
Vietnam 40 Denmark 16
Korea 39 Russia 66
Philippines 64 Poland 36
www.themegallery.com

8
 11/6/19

Long-term outlook

Countries LTO Countries LTO

China 118 USA 29
Japan 80 UK 25
Thailand 56 Germany 31
Indonesia 80
Vietnam 75
Korea 19

Cultural Stereotyping

In Heaven:
the cooks are French,
the policemen are English,
the mechanics are German,
the lovers are Italian
and the bankers are Swiss.
In Hell:
the cooks are English,
the policemen are German,
the mechanics are French,
the lovers are Swiss
and the bankers are Italian.

LOGO