Intercultural Communication

Chapter 6

Perception & Cultural Values

I. Defining Terms

A. Perception: • The process of Selecting, Organizing, & Interpreting • Taught by our culture

B. Beliefs: • Something that is accepted as truth• Scripture, New York Times, MTV arbiters of truth

C. Values: • A learned set of rules• Highly organized: Primary, Secondary, & Tertiary• i.e. good vs evil, ugly vs beautiful, dangerous vs safe

II. Dominant US Cultural Patterns

A. Individualism Single-most important American

cultural pattern Values include initiative, self-reliance,

equal opportunity All values, rights, duties, praise, and

blame start & end with individual

II. Dominant US Cultural Patterns

B. Equality “all men are created equal” However, contradictions DO exist Still a value we strive for We root for the “underdog”

C. Materialism “the person who dies with the most

toys wins” Almost considered a right i.e. our own car, many food choices,

clothes for every occasion, air conditioning

II. Dominant US Cultural Patterns

D. Science & Technology Many believe linked to our survival i.e. walking on moon, pushing

science & math in higher edu today Result = devalue of emotion &

intuition as sources of knowledge

E. Progress & Change Belief that change is good Result = Americans will take chances

II. Dominant US Cultural Patterns

F. Work & Leisure Hard work highly valued Rooted in History (origins of

U.S.) Hard work merits “hard play”

(& materialism)

II. Dominant US Cultural Patterns

G. Competition “Winning isn’t everything, it’s the only

thing.” Competition is generally valued We are ranked, graded, evaluated

endlessly Problems = others may feel

threatened and withdraw from communication

III. Hofstede’s Value Dimensions

A. Individualism / Collectivism1. Importance of Individual vs. Group2. Individualism

1. Individual is most important2. Uniqueness valued3. i.e. U.S.(#1), Germany, Australia

3. Collectivism1. Emphasis group goals & needs2. Social Norms, Cooperation, & Duty

valued3. i.e. China, Mexico, Pakistan

III. Hofstede’s Value Dimensions

B. Uncertainty Avoidance1. Comfort level with unknown2. High Uncertainty Avoidance

1. Many formal rules2. Belief in absolute “T”ruths3. i.e. Greece, Japan, France

3. Low Uncertainty Avoidance1. Dislike formal rules2. Tolerant of different ideas/people3. i.e. Hong Kong, England, U.S.(43)

III. Hofstede’s Value Dimensions

C. Power Distance1. Distance between powerful/powerless

members of a culture2. High Power Distance

1. Teach each other we are NOT all equal2. Status and rank are important3. i.e. Phillipines, Mexico, Parts Middle East

3. Low Power Distance1. Inequality should be minimized2. Powerful often try to look less powerful (rich

politicians)3. i.e. Austria, Israel, U. S.(38)

III. Hofstede’s Value Dimensions

D. Masculinity / Femininity1. Valuing of masculine vs feminine traits2. Masculinity

1. Men should be assertive, ambitious, competitive2. Value material success over relationships3. Do not encourage women professionally4. i.e. Japan, Mexico, U.S.(15)

3. Femininity1. Stress nurturing behaviors2. Promotes sexual equality3. Expect women to work (& encourages)4. i.e. Sweden, Norway, Costa Rica

III. Hofstede’s Value Dimensions

E. Long & Short Term Orientation1. How far do we plan ahead2. Long-Term Orientation

1. Value order & long range goals2. Reflect strong work ethic & patience3. i.e. China, Taiwan, South Korea

3. Short-Term Orientation1. Concerned with short-term goals2. Desire “instant gratification” (impatient)3. Try to postpone old age4. i.e. U.S. (1), Canada, Phillipines

Summary• Culture & Communication are

intertwined• Perception is the process we use

to make sense of the world around us

• Dominant U.S. cultural patterns permeate our worldview and influence our perceptions

• Hofstede’s Value Dimensions explain both perceptual and communication differences between cultures

What should I have learned?