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6 NM3420 AUDIENCE CONTEXT ANALYSIS DIMENSIONS OF CULTURE PREVIOUSLY... Today.......... 1. Effects to the audience Dimensions of culture 2. Segmentation and Targeting oIndividualism VS Collectivism oMasculinity VS Femininity 3. History of audience oPower Distance oUncertainty Avoidance 4. Culture and Context o Short-term and Long-term Orientation o Indulgence VS Restraint Today.......... Barriers to Intercultural Communication Anxiety Assuming similarity instead of difference Ethnocentrism Stereotypes and prejudice Nonverbal misinterpretation Language NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE DIMENSIONS OF CULTURE A systematic framework for assessing the differences between nations and cultures NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE "Culture is the collective programming of the mind that distinguishes the members of one group or category of people from others" Culture as context for communication Elements of culture Hofstede (1994): 1. Symbols 2. Rituals 3. Values 4. Heroes Dimensions of culture 1. High context and Low context: Edward T. Hall (1976) 2. Six dimensions of culture: Hofstede (1980) 3. Five pattern variables Talcott Parsons and Edward Shils (1951) 4. Two-dimensional ordering Mary Douglas (1973) 5. Three standard analytic issues Levinson (1969) And so much more........ NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Dimensions of Culture Edward T. Hall Geert Hofstede NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Geert Hofstede (1980): o Individualism VS Loosely structured to tightly integrated. Collectivism o Masculinity VS Femininity o Power Distance How a culture’s dominant values are assertive or nurturing. Emotional roles The distribution of influence within a culture. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Geert Hofstede (1980): o Uncertainty Avoidance A culture’s tolerance of ambiguity and acceptance of risk. o Long term VS Short term Choices of focus for people’s efforts Orientation o Indulgence VS Restraint Controlled human desires NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Each country has been positioned relative to other countries through a score on each dimension. http://geert-hofstede.com/countries.html NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Individualism versus Collectivism This dimension refers to how people define themselves and their relationships with others. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Individualism Collectivism The interest of the individual prevails over the interests of the group. The interest of the group prevails over the interest of the individual. Ties between individual are loose. People are integrated into strong, People look after themselves and cohesive in-groups that continue their immediate families. throughout a lifetime to protect in One difference is reflected in who is taken into account when you set goals. In individualist cultures, goals are set with minimal consideration given to groups other than perhaps your immediate family. exchange for unquestioning loyalty. In collectivist cultures, other groups are taken into account in a major way when goals are set. Individualism Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 5.1, p. 215). 1 United States 36 Malaysia 2 Australia 37 Hong Kong 3 Great Britain 38 Chile 4/5 Canada, The Netherlands 39/41 Thailand, Singapore, West Africa 6 New Zealand 42 El Salvador 7 Italy 43 South Korea 8 Belgium 44 Taiwan 9 Denmark 45 Peru 10/11 Sweden, France 46 Costa Rica 12 Ireland 47/48 Pakistan, Indonesia 13 Norway 49 Colombia 14 Switzerland 50 Venezuela 15 Germany 51 Panama 16 South Africa 52 Ecuador 17 Finland 53 Guatemala NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Individualism VS Collectivism NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Masculinity versus Femininity Hofstede (1980) found that women’s social role varied less from culture to culture than men’s. He labeled as masculine cultures those that strive for maximal distinction between what women and men are expected to do. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture The assertive pole has been called 'masculine' and the modest, caring pole 'feminine'. The women in feminine countries have the same modest, caring values as the men; in the masculine countries they are somewhat assertive and competitive, but not as much as the men, so that these countries show a gap between men's values and women's values. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Masculinity Femininity Masculine cultures strive for maximal distinction between what women and men are expected to do. Those labeled as feminine cultures are those that permit more overlapping social roles for the sexes. Cultures that place high values on masculine traits: Cultures that place high value on feminine traits: - - Stress assertiveness Competition Material success Stress quality of life Interpersonal Relationships Concern for the weak NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Masculinity Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 6.3, p. 286). 1 Japan 37/38 Spain, Peru 2 Austria 39 East Africa 3 Venezuela 40 El Salvador 4/5 Italy, Switzerland 41 South Korea 6 Mexico 42 Uruguay 7/8 Ireland, Jamaica 43 Guatemala 9/10 Great Britain, Germany 44 Thailand 11/12 Philippines, Colombia 45 Portugal 13/14 South Africa, Ecuador 46 Chile 15 United States 47 Finland 16 Australia 48/49 Yugoslavia, Costa Rica 17 New Zealand 50 Denmark 18/19 Greece, Hong Kong 51 The Netherlands 20/21 Argentina, India 52 Norway 22 Belgium 53 Sweden NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Masculinity VS Femininity NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Power Distance The way the culture deals with inequalities. Hofstede (1997) defines power distance as “the extent to which less powerful members of institutions and organizations within a country expect and accept that power is distributed unequally” All societies are unequal, but some are more unequal than others NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Low Power Distance In the low power distance workplace, subordinates expect to be consulted, and ideal bosses are democratic. In more democratic organizations, leaders are physically more accessible. High Power Distance Children are expected to be obedient toward parents versus being treated more or less as equals. People are expected to display respect for those of higher status. - Power is centralized. There is a wide salary gap between the top and bottom of the organization. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Power Distance Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 3.1, p. 287). 1 Malaysia 35/36 Argentina, South Africa 2/3 Guatemala, Panama 37 Jamaica 4 Philippines 38 United States 5/6 Mexico, Venezuela 39 Canada 7 Arab countries 40 The Netherlands 8/9 Ecuador, Indonesia 41 Australia 10/11 India, West Africa 42/44 Costa Rica, Germany, Great Britain 12 Yugoslavia 45 Switzerland 13 Singapore 46 Finland 14 Brazil 47/48 Norway, Sweden 15/16 France, Hong Kong 49 Ireland 17 Colombia 50 New Zealand 18/19 El Salvador, Turkey 51 Denmark 20 Belgium 52 Israel 21/23 East Africa, Peru, Thailand 53 Austria Power Distance NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Uncertainty Avoidance The extent to which people in a culture feel threatened by uncertain or unknown situation. Hofstede explains that this feeling is expressed through nervous stress and in a need for predictability or a need for written In these cultures, such situations are and unwritten rules (Hofstede, avoided by maintaining strict codes of 1977). behavior and a belief in absolute truths. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Low High Uncertainty Avoidance Uncertainty Avoidance Cultures weak in uncertainty avoidance are contemplative, less aggressive, unemotional, relaxed, accepting of personal risks, and relatively tolerant. Cultures strong in uncertainty avoidance are active, aggressive, emotional, compulsive, security seeking, and intolerant. - - - No more rules than are necessary Precision and punctuality have to be learned. Need for rules, precision and punctuality NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Uncertainty Avoidance Rankings for 50 Countries and Three Regions SOURCE: Hofstede (2001, Exhibit 3.1, p. 287). 1 Greece 35 The Netherlands 2 Portugal 36 East Africa 3 Guatemala 37 Australia 4 Uruguay 38 Norway 5/6 Belgium, El Salvador 39/40 South Africa, New Zealand 7 Japan 41/42 Indonesia, Canada 8 Yugoslavia 43 United States 9 Peru 44 Philippines 10/15 France, Chile, Spain, 45 India Costa Rica, Panama, Argentina 46 Malaysia 16/17 Turkey, South Korea 47/48 Great Britain, Ireland 18 Mexico 49/50 Hong Kong, Sweden 19 Israel 51 Denmark 20 Colombia 52 Jamaica 21/22 Venezuela, Brazil 53 Singapore Uncertainty Avoidance NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Long-Term VS Short-Term Orientation Long term pole were perseverance, thrift, ordering relationships by status, and having a sense of shame; values at the opposite, short term pole were reciprocating social obligations, respect for tradition, protecting one's 'face', and personal steadiness and stability.. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Short-term Orientation Focusing on the present or past and considering them more important than the future. - Care more about immediate accomplishment - Careless about long-term fulfillment. Long-Term Focusing on the future and are willing to delay short-term material or social success - Look over shot-term emotional gratification in order to prepare for the future. Confucian perspectives on communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Long-term Orientation : countries with a history of Confucianism scored near one pole which could be associated with hard work. Harmony Confucius (K’ung-Fu-tzu) 550-478 B.C.E. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Confucian perspectives “To live in harmony with the universe and with your fellow man through proper behavior.” Confucianism emphasizes virtue, selflessness, duty, patriotism, hard work, and respect for hierarchy, both familial and societal. Confucius (K’ung-Fu-tzu) 550-478 B.C.E. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Long-term Orientation NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Six Dimensions of Culture Indulgence VS Restraint It is known from literature on “happiness research”. Indulgence stands for a society that allows relatively free gratification of basic and natural human desires related to enjoying life and having fun. Restraint stands for a society that controls gratification of needs and regulates it by means of strict social norms. Indulgence VS Restraint NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Anxiety Assuming similarity instead of difference Ethnocentrism Stereotypes and prejudice Nonverbal misinterpretation Language NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Anxiety You are anxious because of not knowing what you are expected to do, it is only natural to focus on that feeling and not be totally present in the communication transaction. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Assuming similarity instead of difference When you assume similarity between cultures, you can be caught unaware of important differences. This can lead to disrupted communication or even conflict Have you had any related experience to this? NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication Assuming similarity instead of difference NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Ethnocentrism Negatively judging aspects of another culture by the standards of one’s own culture. ‘A bias that leads people to judge another habits as right or wrong’ NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Stereotype and prejudice The word stereotyping was first used by journalist Walter Lippmann in 1922 to describe judgments made about others on the basis of their ethnic group membership. When information is ambiguous, the brain often reaches the wrong conclusion. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Stereotype and prejudice PARIS IN THE THE SPRING NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Stereotype and prejudice We do not so much believe what we see and see what we believe. The brain overlooks what is doesn’t expect. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Stereotype and prejudice Whereas stereotypes can be positive or negative, prejudice refers to the irrational dislike, suspicion, or hatred of a particular group, race, religion, or sexual orientation. NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Stereotype and prejudice Bonus Question: Is there any advantage of stereotyping? NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Anxiety Assuming similarity instead of difference Ethnocentrism Stereotypes and prejudice Nonverbal misinterpretation Language NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Nonverbal misinterpretation - Physical appearance (clothes etc.) - Proxemics (personal space) - Chronemics (time) - Kinesics (gestures) - Haptics (touch) - Oculesics (eye contact) - Vocalics/Paralanguage (voice) - Olfactics (smell) NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Language Word Order Sample Languages SVO “cats eat mice” English, Chinese, Swahili SOV “cats mice eat” Japanese, Korean VSO “eat cats mice” Classical Arabic, Welsh, Samoan VOS “eat mice cats” Tzotzil (a Mayan language) OSV “mice cats eat” Kabardian (a language of the northern Caucasus) OVS “mice eat cats” Hixkaryana (a language of Brazil) Basic Word Order SOURCE: Matthews, Polinsky, and Comrie (1996). NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication LaRay M. Barna (1997): Language Denotation VS Connotation Eg. Communism, Weight When you understand your audience, their language and the culture they are in, you can create effective work. (Even if it seems strange to others) NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Barriers to Intercultural Communication Conclusion To communication effectively, you should be aware of these barriers to intercultural communication. When you are aware of cultural differences, you will be able to create a better analysis. Be flexible and adaptable! NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Reference: Jandt, Fred E. An Introduction to Intercultural Communication: Identities in a Global Community. Thousand Oaks, CA: Sage, 2010. Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). http://dx.doi.org/10.9707/2307-0919.1014