Understanding Culture for global

communication
Communication Matters
 Dimensions of Cultural Difference
• Topography: natural borders around a country
; indistinct borders; life under broiling sun
creates different habits & values.
• Country’s history: certain events or systems of
govt.
• Role of religion: certain behaviours and
attitudes
 Hofstede’s 5 Dimensions
• Between 1967 & 1973, Dutch sociologist Greet
Hofstede collected 116000 questionnaires about
business practices and attitudes from IBM employees
in over 50 countries
• Result was 5 dimensions of culture used by
international businesses:
1. Power distance
2. Individualism Vs Collectivism
3. Masculinity Vs Femininity
4. Uncertainty avoidance
5. Long-term Vs Short-term
 Power distance
• The extent to which less powerful members of
a culture or organization expect that power
will be distributed unevenly
• If this is normal expectation, means that
company or culture exhibits “high power
distance” and values hierarchy & obedience
• If not, the company or culture has “low power
distance”
 Individualism Vs Collectivism
• Individualism: a culture in which people are
expected to look after themselves and their
families
• Collectivism: promotes strong identification
with social groups
 Masculinity Vs Femininity
• Feminine: modest, caring attitude
• Masculine: assertiveness and competitiveness
 Uncertainty avoidance
• Extent to which a culture, programs its
members to feel either comfortable or
uncomfortable in unstructured situations
• Uncertainty is avoided by strict rules and core
values
• Uncertainty acceptance tends to be more
relaxed, more tolerant of differences and less
rule-bound
 Long-term Vs Short-term
• This dimension was added by Chinese
researchers
• People with long-term orientation are
oriented towards the future, value persistence
and thrift
• With short-term orientation value the past
and present-respecting traditions, fulfilling
social obligations and saving face in social
situations
 Body Positions & Movements
• Not same for all people
• People in US sit when they wish to remain in
one place for some time
• In Japan people receive and present a
business card with both hands, esp if the
other party is senior in age or status
• Longer steps taken in US; up-and-down
movement of head means ‘yes’
• Two-fingered sign that means ‘victory’ or
‘peace’ in US is considered vulgur in Australia
• Using fingers to indicate numbers vary; in
Europe 1 is thumb, 2 is forefinger and so on
• To point to themselves: Japanese point at
face; Chinese at nose; and US at chest
• North America: not to look over the heads of
our audience but maintain eye contact when
giving formal speeches
• Indonesia: looking directly at people,
especially who are older or in higher positions
is considered disrespectful
• Handshakes and touching also varies
• Chinese do not like much touching
• Receiving a gift or touching with left hand is
considered bad etiquette among Muslims
 Frankness
• North Americans tend to be very frank in their
relationships
• Germans and Israelis are even more frank
• Asians tend to be more reticent or implicit
and go to great lengths to save face or not to
offend
 Social Hierarchy
• Strict social classes exist in many cultures,
determining status
• Questions concerning occupation, income, title,
and origin may be asked
• Ask first names in America
• Superior-subordinate relations vary
• Israel, New Zealand and Denmark have low
power distance
• Role of women varies: North America follows
gender equality
 Workplace Values
• Americans put Protestant work ethic: hard
work follows success
• Spanish put more emphasis on relaxed
business relationships
• North Americans also change jobs easily
• For Japanese it is for lifetime
 Expressions of Emotions
• Public affection: Asians frown and Americans
welcome
• Laughter: for westerners is a spontaneous
display of pleasure, but in Japanese- to be
used in certain social situations
• Sorrow: in Middle east- loud wailing
 Advice for Communicating across
cultures: Do your Research
• Know the topography of the place
• Learn about their language
• Study their life, history, values, their manners
and even their food and recreation
 Know yourself and your company
• Knowing yourself is a good way to anticipate
and prevent likely frustrations
• Rulebound, procedure-governed
• Socialize
 Be aware of Stereotypes
• Prejudice
 Be open to Change
• International negotiations
• Ethical problems