EF3027

Introduction to
Cross-cultural Communication

Week 7 Lesson 1

CNN
Hofstede’s Dimensions
2hr of Culture
 Learning Outcomes
• To learn how Hofstede separates the idea of culture into
various dimensions

• To investigate how these different dimensions influence

culture

dimension (n.)
1. a measurable extent of a particular kind, such as length, breadth,
depth, or height.
2. an aspect or feature of a situation.
 Geert Hofstede Review
What is “culture”? Culture differences are related to social structure, religion,
language, education, economic and political philosophy

Substantial differences
among societies arise “Culture” and workplace
from cultural differences values are related

Differences in
national culture
influence the
Culture changes over time (and are) influenced by economic conduct of business
advancement, technological change, globalization. internationally
 Hofstede’s onion model
According to Professor Geert Hofstede,
culture consists of various layers like an
onion. On the outer layer of the onion,
you'll have symbols, such as food, logos,
colours or monuments. The next layer
consists of heroes, and can include real
life public figures, like statesmen, athletes
or company founders, or figures such as
Superman in popular culture. On the third
layer, closest to the core, you´ll
find rituals, such as sauna, karaoke, or
meetings. Hofstede.G (1980)

https://news.hofstede-insights.com/news/what-do-we-mean-by-culture
 TASK 1

Look at Hofstede’s 1998

model of 6 dimensions of
national culture:

• Is there any
vocabulary that is
new to you?

https://www.hofstede-insights.com/models/national-culture/
 1 Power distance
• degree of social inequality considered normal by people
• distance between individuals at different levels of a hierarchy
• scale is from equal (small power distance) to extremely unequal
(large power distance)

equal unequal
small power distance large power distance
 2 Uncertainty Avoidance
• more, or less need to avoid uncertainty about the future
• degree of preference for structured versus unstructured
situations
• structured situations: have tight rules which may or may not be
written down (ref: high-context society?)
• high uncertainty avoidance: people with more nervous energy
(vs. easy going), rigid society, "what is different is dangerous."

low uncertainty avoidance high uncertainty avoidance

 3 Individualism vs.
Collectivism
• degree to which people in a country prefer to act as
individuals rather than in groups

• the relations between the individual and their fellows

individualism collectivism
 4 Masculinity vs. Femininity
• division of roles and values in a society
• masculine values prevail: assertiveness, success,
competition
• feminine values prevail: quality of life, maintenance of
personal relationships, service, care for the weak, solidarity

masculinity femininity
•
5 Time Orientation
attitudes towards time
• persistence
• ordering by status
• protection of “face”
• respect for tradition
• reciprocation of gifts and favours

traditional non traditional

 6 Indulgence vs. Restraint
• enjoying life and having fun

• indulgence: free gratification of basic, natural human drives

• restraint: suppressing gratification of needs and regulation by strict
social norms

indulgence restraint
TASK 2

Group work!
Task - Instructions:
• Each team will be given one of the dimensions. For each member of
the group, select a number on the scale that you think reflects your
country, and a number that reflects the UK. Give reasons for your
selections. Each member of the group should be ready to present.
• You have 10 minutes for this task.
Report Back!
 Hofstede Website
https://www.hofstede-insights.com/country-comparison/

Task: compare your country with the UK using the Hofstede website
• Hofstede's methodology:
• Study based on IBM: 64 national subsidiaries, 116,000 workers (not just
managers), three world regions
• Reports averages; does not describe exact individual situations
• Is valid for broader groups not individuals

• A privileged group?
Limitations?
• IBM’s values may take priority over national values
• Yet, if IBM culture so overwhelming, differences across countries may be
attributable to “national” culture...

• Researcher bias? Western stereotypes and culturally biased conclusions?

• … however many, more recent, studies confirm Hofstede’s dimensions

 Criticisms
Holden (2004)
• It’s been accepted everywhere without being challenged
• The research was done a long time ago – the world has changed vastly e.g.
politics, but particularly in the workplace
• Cultural essentialism – categorising people within a culture with certain
characteristics

McSweeney (2002)
• Extrapolating the characteristics of a small group of people within IBM to show a
national picture is incorrect
• Using a questionnaire cannot identify all the necessary information

Myers and Tan

• Concept of a ‘national culture’ is too one-dimensional
• Researchers should think of culture as something that is fluid and can change
 TASK 3

What communication difficulties might arise between people from…

1. …a small power distance culture and a large power distance

culture?
2. …a low uncertainty avoidance culture and a high uncertainty
avoidance culture?
3. …an individualistic culture and a collectivist culture?
4. …a masculine culture and a feminine culture?
5. …a traditional culture and a nontraditional culture?
 Expansion Task

If you were a famous influencer, what one aspect of your

own culture would you like to try and change? Why?

Next lesson: discuss what you learned from the Hofstede

website (compare your country and the UK)
What did we learn?

• Different aspects of culture

are reflected in different
situations and from different
perspectives

• Culture is influenced by many

aspects