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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