CHAPTER 5

CULTURAL PATTERNS &

COMMUNICATION:TAXONOMIES
 Review Chapter 4

 Beliefs: An idea that people assume to be

true about the world
 Central beliefs- cultural teachings
 Peripheral beliefs- personal theories
 Example-prayer

 Values: cultures belief on what is good or

bad
 Valence- +/-
 Intensity- importance of value
 Review Chapter 4, Cont’d

 Norms: cultural expectations & appropriate

behaviors/social sanctions
 Social practices: typical behavior patterns
 Informal
 Formal
II. Hofstede’s Cultural
Taxonomy
•Cultural differences in
respect to values
orientation
•“Software of the mind”
 Low Context
 Low-Context = most information is stated
explicitly in the verbal message
 German, Swedish, European American,
English
 Explicit codes
 Every statement must be precise
 Overt messages
 Time highly organized
 http://www.youtube.com/watch?
v=8tIUilYX56E&feature=related
 High Context

 High-Context = most information is the context or

person rather than the verbal message
 Japanese, African American, Mexican, Latino
 Implied messages
 Apart of values, norms, beliefs, social practices
 Covert messages
 In-groups
 Time less structured
Individualistic = puts the individual first, over
the group

http://www.youtube.com/watch?
v=4uFa0hBPqOY&feature=related
 Collectivism
promotes group values as most
important
 Power Differences
 1. High Power Distance = power is in the hands of a few
 http://www.youtube.com/watch?v=sqaa42gbqhA
 Low Power Distance

power is evenly distributed

throughout the citizenry

Denmark New Zealand

Masculine vs. Feminine

Gender roles are distinct

Taught by culture
Masculine Cultures
Acquisition of wealth
Men- Assertive/ Women-Nurturing
Sex role clearly defined
Austria, Italy, Japan, Mexico, USA
Feminine Cultures
Caring for others
Equality of sexes
No gender roles

-Chile , Portugal, Sweden

Long-term vs. Short-term orientation
•Long-term
•Value Tradition
•Social Obligation
• ex: Work for a company all there life
•Ex: Chinese Culture “ year of the Dragon”

•Short-term
•Quick results
•Ex: Monthly “Gemini”

Time Orientation: point of reference about life and work

http://www.youtube.com/watch?
v=UOE4nuivNKI&feature=related
 Uncertainty Avoidance

The extent to which cultures handle

ambiguity
Uncertainty Reduction: the more we reduce
uncertainty, the greater comfort we feel

http://www.youtube.com/watch?
v=Qem46KUMIOM