Chapter-3-Cultural-Diversity[1]

1、 Human beings draw close to one another by their common nature, but habits and customs keep them apart. - Confucian saying One mans meat is another mans poison. - English proverb A young ladys miniskirt was accidentally torn open by a young man. Please decide where they come from according to their

2、responses to this incident. 1. Before the man saying sorry, the woman bowed down and said in a tender voice: sorry, it is all my fault. It is all the bad quality of my skirt. I am sorry for the trouble I have brought to you. JapanOver-courtesy and male-dominated 2. Before the man saying sorry, the w

3、oman gave him a name-card and said: “This is my lawyers phone number. He will talk with you about your sex harassment. See you in the court.”AmericaA place where law talks! 3. Before the man saying sorry, the woman covered the torn part of the skirt with a newspaper in hand and shyly said: “Sir, can

4、 you send me home? It is not very far from here.” Then the young man put his coat on the girl and called a taxi to send her home. EnglandGentle and conservative 4. Before the man saying sorry, the woman gurgled and put her hand on the mans shoulder: “Sir, if you do not mind, you can buy me a red ros

5、e to show your apology.” Then the man bought her a rose and they went to a hotel together to study more about the skirt. FranceFriendly and romantic When we study cultural differences, we mainly refer to the deep structure of culture Although culture is subject to change, the deep structure of a cul

6、ture is resistant to change. The comparison and contrast of different cultures help understand ones own culture and other cultures, which will ultimately enhance the effect of intercultural communication.Culture patternsKluckhohn and Strodtbecks Value OrientationHofstedes Dimensions of Cultural Vari

7、abilityEdward T HallsContext - Culture TheoryHuman NatureMan-natureTimeActivitySocial RelationshipIndividualism VsCollectivismUncertainty AvoidancePower DistanceMasculinity VsFemininityHigh-ContextLow-Context5 basic questions that need answering at the root of any culture: 1) What is the character o

8、f innate human nature? 2) What is the relation of man to nature? 3) What is the temporal focus? 4) What is the mode of human activity? 5) What is the mode of human relationship?1) = Human nature orientation 人性取向人性取向2) = Man-nature orientation 人天取向人天取向3) = Time orientation 时间取向时间取向4) = Activity orien

9、tation 行为取向行为取向5) = Social orientation 人际取向人际取向oriantationBasic valuesHuman NatureBasically EvilMixture of Good and Evil Basically GoodRelationship of Humankind to NatureMan subjugated by NatureMan in Harmony with NatureMan the Master of NatureSense of TimePastPresentFutureActivityBeing (who you are

10、Growing (self-development)Doing (what you do)Social Relationship Authoritarian Group-OrientedIndividualistic HumanNatureBasically EvilMixture of Good and Evil B a s i c a l l y GoodExpect to find evil and fight against it Separate good from evilP r o t e c t peoples virtueP u n i s h b a d behaviorI

11、dentify strengths and weaknesses Reward good behaviorSave people from their evil natureReward the good in people and punish the badFind the most v i r t u o u s people (1) Humans are evil but changeable, (2) humans are evil and unchangeable, (3) humans are neutral with respect to good and evil, (4)

12、humans are a mixture of good and evil, (5) humans are good but changeable, and (6) humans are good and unchangeable.good but corruptible evil but perfectible Relationship of Human- kind to NatureMan subjugated by NatureMan in Harmony with NatureMan the Master of Nature Accept your fateLive according

13、 to the rhythms of natureMake life comfortable and convenient Life is outside the individuals controlEverything has its own characterProblems can be solved once we know the factsBe humbleBe balancedBe objective 2. man-nature orientationsubjugation to nature harmony with nature mastery with nature图片为

14、印尼海啸 图片为中药材 图片为愚公移山 2. man-nature orientationSense of TimePastPresentFuture重年龄、重资历、敬老、目标/变化不循规蹈矩 3. Time orientation3. Time orientation Past Orientation vs. Future Orientation Past orientation is a typical value orientation in Chinese culture. China is a country with a long history, a resplendent ci

15、vilization and tradition. Chinese people are very proud of their five-thousand-year civilization and their intelligent and diligent ancestors who created such a splendid culture. 3. Time orientation There is a strong belief that the .past should be the guide of making decisions and discovering truth

16、s. Correspondingly the word old usually symbolizes experience and authority. Therefore, in Chinese advertising, advertisers usually prefer to emphasize that their companies and their products have some history, such as “百年老店” (a shop with a history of a hundred years). “老字号” (age-old brand), “老干爹 (o

17、ld nominal father),“历史悠久” (with a long history) and “传统方法 (a traditional recipe handed down from generation to generation). 3. Time orientation As past orientation has been deeply rooted in Chinese peoples mind, the advertisements related to long history and tradition can easily convince the potenti

18、al customer of the quality of a product or service.3. Time orientation On the contrary, future orientation prevails in the western culture. Western people tend to believe that future should be grander and nicer than the present. The word old is associated with letting behind and uselessness, while t

19、he word new is related to progress, change and challenge. 3. Time orientation So the word “new” is often employed in English advertising. According to Leechs statistic, “the word new is the word most frequently used in English advertisements.” （1993:32-33) Almost everything that is new is valued and

20、 thus acceptable by westerners.3. Time orientation 1) Not any more. Announcing the new Terminal! (Aiprort ad.) 2) Introducing New Kodak Royal Gold Film. (Kodak Film ad In the future-oriented cultural context, it is easy for new products or new services to trigger consumers desire to buy. That is why

21、 the English advertisements tend to stress repeatedly that the advertised products are new。4. Activity OrientationActivityBeing (who you areGrowing (self-development)Doing (what you do)做人做事修身养性动静进取/冒险求变OrientationSocial Relationship Authoritarian G r o u p -OrientedIndividualistic 社会等级森严集体取向个人取向Orie

22、ntation Social relationships hierarchy: This means each person has a position in a hierarchy. People have clearly defined privileges and obligations according to their position in relation to others. Group: In cultures with group values, people make decisions by consensus. Individual: OrientationChi

23、nese valuesWestern valuesH u m a n NatureBasically GoodMixture of Good and EvilRelationship of Humankind to NaturePeople in Harmony with NaturePeople the Mater of NatureS e n s e o f TimePast OrientedFuture OrientedActivityBeingDoingS o c i a l RelationshipsAuthoritarian / Group OrientedIndividualis

24、tic Not everyone in a culture has the same basic values. Cultures change over time. The concept of basic values is itself a generalization During the American Civil War, a very hungry young man fell down in front of a farm gate. The farmer gave him food but in return he asked the young man to move a

25、 pile of wood in his yard in fact it was not at all necessary to move the wood. When the young man left, the farmer moved the wood back to its original place. Seeing all this, the farmers son was confused.1. Why did the farmer do that?2. What values are reflected in this story?Save face and dignity

26、of the young man accept - earn Individualistic value system Hofstedes work was one of the earliest attempts to use extensive statistical data to examine cultural values. During the 1980s, he surveyed over a hundred thousand workers in multinational organizations in forty countries. The findings were

27、 the result of a research conducted in a large enterprise, IBM, with its braches in 67 countries. Each country was assigned a rank of one through forty in each category, depending on how it compared to the other country. individualism-collectivism Uncertainty avoidance power distance masculinity-fem

28、ininity I Indiv vidualualiststic culturc cultures s “I” consciousness independence, competition, CollCollectctiv vist culturst cultures s “We” consciousness, interdependence, group harmony, individualism collectivism In the individual culture, the interest of the individual prevails over the interes

29、ts of the groupOn the collectivist side, we find societies in which people from birth onwards are integrated into strong, cohesive in-groups Such a difference usually reflects in the oriental and the western advertisements. For example, as Chinese have the tendency of following suit, the Chinese adv

30、ertisements take advantage of such kind of psychology. Advertisements tend to focus on group behavior because Chinese consumers always believe the more people buy a product, the better quality it will have. To be exact, they try to persuade consumers into purchasing the advertised with the masses. W

31、e can find many examples in our daily life, which stress group behaviors such as “我们都(We all“深受大众喜爱”(be well popular), ”:老少皆宜“ (good for all ages), “大家好，才是真好” (the product is good for all, so it is indeed good), “全国用户满意” (the customers all over the country satisfy.). However, it is just e contrary w

32、ith the Western advertisements because individualism is firmly established in western culture and in westerners mind. Words such as “independence/ independent” ,”uniqueness/ unique, own, individual, different / difference spread out products or services features that match with ones distinction. The

33、 following advertisements show this orientation clearly. l) Find your own road 2) In this age of technology-sharing, whatever happened to individuality?Country or RegionIDVCountry or RegionIDVUSA 91Austria 55Austria 90India 48Great Britain 89Japan 46Netherlands 80Philippines 32 Canada80Mexico 30Swed

34、en 71Hong Kong 25France 71Singapore 20Switzerland 68Taiwan 17Germany 67Pakistan 14 Case study: At the negotiating table, differences in this dimension can clearly cause serious conflict. Americans too often expect their Japanese counterparts to make decisions right at the negotiating table, and the

35、Japanese are constantly surprised to find individual members of the American team promoting their own positions, decisions, and ideas, sometimes openly contradicting one another.Americaindividualism Japancollectivism It involves the extend to which a culture would avoid or tolerate uncertainty. High

36、 uncertainty avoidance cultures think of the uncertainty inherent in life as a continuous hazard that must be avoided. They try to avoid uncertainty and ambiguity by providing stability for their members, establishing more formal rules. (a higher level of anxiety and stress) Low uncertainty avoidanc

37、e cultures more easily accept the uncertainty inherent in life and are not as threatened by deviant people and ideas, so they tolerate the unusual. They prize initiative and more willing to take risks, more flexible. (less tense, more relaxed) Strong Uncertainty Avoidance：uncomfortable with uncertai

38、nty and ambiguity, intolerant with deviance. For Example: Greece, Belgium, Portugal, Japan, Chile, Israel, Spain Weak Uncertainty Avoidance：practice counts more than principles; deviance is more easily tolerated. For example: Singapore, Sweden, Denmark, Malaysia It deals with a societys tolerance fo

39、r ambiguity people will endure and how much risk they like to take. It indicates to what extent a culture programs its members to feel either uncomfortable or comfortable in unstructured situations. Uncertainty avoidance deals with the degree to which members of a culture try to avoid uncertainty. H

40、ofstede summarizes the view of people in high uncertainty avoidance cultures as “what is different, is dangerous,” and the belief of people in low uncertainty avoidance cultures as “what is different, is curious”. Country or RegionRankingCountry or RegionRankingGreece1Ireland36Portugal2Hong Kong37Be

41、lgium3Sweden38Japan4Denmark39Yugoslavia5Singapore40*A low score means the country can be classified as one that does not like uncertainty.The lower score, the higher uncertainty avoidance.High PD Culture: Peoplople who hol who hold pow power ar and p peoplople who ar who are aff affectcted b by pow

42、power r arare s signif ficacantltly far apart far apart Vertrticalcal, h hierarchrarchical (cal (ev ver rybobody has a r has a rightful plachtful place) ) E.g. I Indiaa, Brarazil l, Singaporapore, Gr reec ce, , M Mexicoco, etctc.Low PD Culture: The power holders and people affected by the power hold

43、ers are significantly closer Horizontal (inequality in society should be minimized) E.g. Austria, Finland, Denmark, Norway, New Zealand, etc. Large Power Distance countries: accept a hierarchical order Examples: Asian countries and Latin American countries and Middle Eastern countries Small Power Di

44、stance countries: strive for equalization Examples: America, European countriesAttitudes and BehaviorsLarge power distanceSmall power distanceHierarchyHierarchies reflect the basic inequality of peopleHierarchies are only convenient ways of organizing activitiesRelation-shipsComfortable with hierarc

45、hical relationshipsPrefer equal relationshipsPowerAccept differences in powerDislike or distrust authorityUse of powerWhoever holds power is right and good Whoever uses their power will be judged as to whether they use it in the right wayDepend-ency The less powerful are dependant on the powerful In

46、terdependence between less and more powerful personsDecision making authorityDecision-making t e n d s t o b e centralized; the leader decidesD e c i s i o n - m a k i n g i s dispersed throughout organization.Leader-shipLeaders direct the activities of subordinates by giving special instructionsLea

47、ders motivate their subordinates to work toward goals. They do not give as much specific direction.Initiative Only the l e a d e r initiatesEveryone is expected to initiateCommunica-tion flow From top of o r g a n i -zation to the bottom From the top down and from the lower levels to higher levelsSt

48、atusHigh status people enjoy privilegesPeople disapprove of special privileges and symbols of statusHow to change the Organiza-tionReplace people at the topReform the organizationCountry or RegionPDICountry or RegionPDIMalaysia 104Italy 50Philippines 94USA 40India 77Netherlands 38Singapore 74Switzer

49、land 34Hong Kong 68 Ireland28South Korean60Denmark 18Taiwan 58Israel 13Japan 54Australia 11 Power distance: It describes the distribution of influence within the culture, the extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequ

50、ally. Power distance is “the extent to which the less powerful members of institutions and organizations accept that power is distributed unequally”. How do you interpret the relationship between the following pairs in both high and low power distance culture ? parents-children teacher-student boss-

51、employee CulturCultures hs high h in th the mascul masculinit ty dim mens sio on focus ofocus on achachiev vem ment t, pow power r, a and posspossessssio ons s, r regararding wor work as mor as more c central to otral to ones ls lif fe, diffffer ring gender r rolroles mors more tha than f fem minine

52、 cultur culture. (p(performarformanc ce soc societ ty) ) CulturCultures hs high h in th the f fem mininit ty dim mens sio on valuvalue int terprpersorsonal ral relatlatio onshshipsps, nurturaurturanc ce, compass compassio on, a and qualualit ty of of l lif fe. (w(welfarlfare soc societ ty) ) Masculi

53、nity: achievement, heroism,（英勇英雄气概）， assertiveness(魄力自信）, material success For Example: Japan, Austria, Italy Femininity: relationships, modesty, caring for the weak, quality of life For example: Sweden, Norway, Denmark Country or RegionMASCCountry or RegionMASCJapan 95Taiwan 45Austria 79 Thailand44

54、 Italy70France 43Switzerland 70North Korea 39 Mexico69 Denmark16 Ireland68Netherlands 14 Great Britain66 Norway8Germany 66 Sweden5 Masculinity versus femininity The masculinity-femininity dimension measures a cultures dominant values ranging from aggressive masculine traits to nurturing feminine tra

55、its. masculine cultures These cultures place high values on masculine traits and stress assertiveness, competition and material success. Feminine cultures These cultures place high values on feminine traits and stress quality of life, interpersonal relationships, and concern for the week. Because th

56、e people Hofstede surveyed were middle managers in large multinational organizations, most of his findings are work related. Many important countries and cultures were not included in his study. ( no Arab countries, South Africa representing Africa, no information about mainland China) He emphasizes

57、 national culture, so it is not possible to know the layers of culture within nations. Human communication is dependent on the context in which it occurs. Communicative contexts include the physical, sociological, and psychological environments. High- and Low-context cultures 1）The definition of con

58、text: “the information that surrounds an event; it is inextricably bound up with the mean-ing of the event.” 2）Categorization of high-context culture and low-context culture depending on the degree to which meaning comes from the settings or from the words being exchanged. Chapter 7 Cultural Pattern

59、s In high-context messages, meaning is not necessarily contained in words. Information is provided through gestures, the use of space, and even silence. Meaning is also conveyed through status (age, sex, education, family background, title, and affiliation). Examples of high-context cultures include

60、 , etc. “A high context (HC) communication or message is one in which most of the information is already in the person, while very little is in the coded, explicitly（明（明确 地 ， 明 白 地 ）确 地 ， 明 白 地 ） transmitted part of the message. Tea Ceremony In low-context messages, the majority of the information i