Chapter-3-Cultural-Diversity[1].ppt

2020 3 24 1 CultureDiversity 2020 3 24 2 Warm up Readthefollowingsayingsaloud anddiscusswithyourpartner whatdotheymeantoyou Humanbeingsdrawclosetooneanotherbytheircommonnature buthabitsandcustomskeepthemapart ConfuciansayingOneman smeatisanotherman spoison Englishproverb 2020 3 24 3 Jokeappreciationforculturaldiversity Ayounglady sminiskirtwasaccidentallytornopenbyayoungman Pleasedecidewheretheycomefromaccordingtotheirresponsestothisincident 2020 3 24 4 Jokeappreciationforculturaldiversity 1 Beforethemansayingsorry thewomanboweddownandsaidinatendervoice sorry itisallmyfault Itisallthebadqualityofmyskirt IamsorryforthetroubleIhavebroughttoyou Japan Over courtesyandmale dominated 2020 3 24 5 Jokeappreciationforculturaldiversity 2 Beforethemansayingsorry thewomangavehimaname cardandsaid Thisismylawyer sphonenumber Hewilltalkwithyouaboutyoursexharassment Seeyouinthecourt America Aplacewherelawtalks 2020 3 24 6 Jokeappreciationforculturaldiversity 3 Beforethemansayingsorry thewomancoveredthetornpartoftheskirtwithanewspaperinhandandshylysaid Sir canyousendmehome Itisnotveryfarfromhere Thentheyoungmanputhiscoatonthegirlandcalledataxitosendherhome England Gentleandconservative 2020 3 24 7 Jokeappreciationforculturaldiversity 4 Beforethemansayingsorry thewomangurgledandputherhandontheman sshoulder Sir ifyoudonotmind youcanbuymearedrosetoshowyourapology Thenthemanboughtheraroseandtheywenttoahoteltogethertostudymoreabouttheskirt France Friendlyandromantic 2020 3 24 8 Significanceofstudyingculturaldiversities Whenwestudyculturaldifferences wemainlyrefertothedeepstructureofcultureAlthoughcultureissubjecttochange thedeepstructureofacultureisresistanttochange Thecomparisonandcontrastofdifferentcultureshelpunderstandone sowncultureandothercultures whichwillultimatelyenhancetheeffectofinterculturalcommunication 2020 3 24 9 Howtoclassifydifferentcultures Culturepatterns KluckhohnandStrodtbeck sValueOrientation Hofstede sDimensionsofCulturalVariability EdwardTHall sContext CultureTheory HumanNature Man nature Time Activity SocialRelationship IndividualismVsCollectivism UncertaintyAvoidance PowerDistance MasculinityVsFemininity High Context Low Context 2020 3 24 10 1 ModelbyKluckhohn 5basicquestionsthatneedansweringattherootofanyculture 1 Whatisthecharacterofinnatehumannature 2 Whatistherelationofmantonature 3 Whatisthetemporalfocus 4 Whatisthemodeofhumanactivity 5 Whatisthemodeofhumanrelationship 1 Humannatureorientation人性取向2 Man natureorientation人天取向3 Timeorientation时间取向4 Activityorientation行为取向5 Socialorientation人际取向 2020 3 24 11 TheKluckhohnsandStrodtbeck sfivebasicquestions 2020 3 24 12 1 Humannatureorientation 2020 3 24 13 1 Humannatureorientation 1 Humansareevilbutchangeable 2 humansareevilandunchangeable 3 humansareneutralwithrespecttogoodandevil 4 humansareamixtureofgoodandevil 5 humansaregoodbutchangeable and 6 humansaregoodandunchangeable goodbutcorruptible evilbutperfectible 2020 3 24 14 2 man natureorientation 2020 3 24 15 subjugationtonature harmonywithnature masterywithnature 图片为印尼海啸 图片为中药材 图片为愚公移山 2 man natureorientation 2020 3 24 16 3 Timeorientation 2020 3 24 17 3 Timeorientation PastOrientationvs FutureOrientationPastorientationisatypicalvalueorientationinChineseculture Chinaisacountrywithalonghistory aresplendentcivilizationandtradition Chinesepeopleareveryproudoftheirfive thousand yearcivilizationandtheirintelligentanddiligentancestorswhocreatedsuchasplendidculture 2020 3 24 18 3 Timeorientation Thereisastrongbeliefthatthe pastshouldbetheguideofmakingdecisionsanddiscoveringtruths Correspondinglytheword old usuallysymbolizesexperienceandauthority Therefore inChineseadvertising advertisersusuallyprefertoemphasizethattheircompaniesandtheirproductshavesomehistory suchas 百年老店 ashopwithahistoryofahundredyears 老字号 age oldbrand 老干爹 oldnominalfather 历史悠久 withalonghistory and 传统方法 atraditionalrecipehandeddownfromgenerationtogeneration 2020 3 24 19 3 Timeorientation AspastorientationhasbeendeeplyrootedinChinesepeople smind theadvertisementsrelatedtolonghistoryandtraditioncaneasilyconvincethepotentialcustomerofthequalityofaproductorservice 2020 3 24 20 3 Timeorientation Onthecontrary futureorientationprevailsinthewesternculture Westernpeopletendtobelievethatfutureshouldbegranderandnicerthanthepresent Theword old isassociatedwith lettingbehind and uselessness whiletheword new isrelatedtoprogress changeandchallenge 2020 3 24 21 3 Timeorientation Sotheword new isoftenemployedinEnglishadvertising AccordingtoLeech sstatistic theword new isthewordmostfrequentlyusedinEnglishadvertisements 1993 32 33 Almosteverythingthatis new isvaluedandthusacceptablebywesterners 2020 3 24 22 3 Timeorientation 1 Notanymore Announcingthe new Terminal Aiprortad 2 IntroducingNewKodakRoyalGoldFilm KodakFilmadInthefuture orientedculturalcontext itiseasyfornewproductsornewservicestotriggerconsumers desiretobuy ThatiswhytheEnglishadvertisementstendtostressrepeatedlythattheadvertisedproductsarenew 2020 3 24 23 4 ActivityOrientation 2020 3 24 24 5 SocialOrientation 2020 3 24 25 5 SocialOrientation Socialrelationshipshierarchy Thismeanseachpersonhasapositioninahierarchy Peoplehaveclearlydefinedprivilegesandobligationsaccordingtotheirpositioninrelationtoothers Group Incultureswithgroupvalues peoplemakedecisionsbyconsensus Individual 2020 3 24 26 2020 3 24 27 LimitationsofKluckhohn smodel Noteveryoneinaculturehasthesamebasicvalues Cultureschangeovertime Theconceptofbasicvaluesisitselfageneralization 2020 3 24 28 Casestudy DuringtheAmericanCivilWar averyhungryyoungmanfelldowninfrontofafarmgate Thefarmergavehimfoodbutinreturnheaskedtheyoungmantomoveapileofwoodinhisyard infactitwasnotatallnecessarytomovethewood Whentheyoungmanleft thefarmermovedthewoodbacktoitsoriginalplace Seeingallthis thefarmer ssonwasconfused Whydidthefarmerdothat Whatvaluesarereflectedinthisstory Savefaceanddignityoftheyoungmanaccept earn Individualisticvaluesystem 2020 3 24 29 2 ModelbyG Hofstede 1984 Hofstede sworkwasoneoftheearliestattemptstouseextensivestatisticaldatatoexamineculturalvalues Duringthe1980s hesurveyedoverahundredthousandworkersinmultinationalorganizationsinfortycountries Thefindingsweretheresultofaresearchconductedinalargeenterprise IBM withitsbrachesin67countries Eachcountrywasassignedarankofonethroughfortyineachcategory dependingonhowitcomparedtotheothercountry 2020 3 24 30 Hofstede sFourCulturalValueSystem individualism collectivismUncertaintyavoidancepowerdistancemasculinity femininity 2020 3 24 31 1Individualismvs Collectivism Individualisticcultures I consciousnessindependence competition Collectivistcultures We consciousness interdependence groupharmony 2020 3 24 32 Individualorientedsociety alooselyknitsocialframework individualsaresupposedtotakecareofthemselves ICulture Examples America NorthEuropeancountriesGrouporientedsociety atightlyknitsocialframework individualscanexpecttheirrelatives orotheringrouptolookafterthem WeCulture或I lessCulture Examples AsiancountriesandLatinAmericancountriesandMiddleEasterncountries 1Individualismvs Collectivism 2020 3 24 33 1Individualismvs Collectivism individualism collectivism 2020 3 24 34 1Individualismvs Collectivism Intheindividualculture theinterestoftheindividualprevailsovertheinterestsofthegroupOnthecollectivistside wefindsocietiesinwhichpeoplefrombirthonwardsareintegratedintostrong cohesivein groups 2020 3 24 35 1Individualismvs Collectivism Suchadifferenceusuallyreflectsintheorientalandthewesternadvertisements Forexample asChinesehavethetendencyoffollowingsuit theChineseadvertisementstakeadvantageofsuchkindofpsychology 2020 3 24 36 1Individualismvs Collectivism AdvertisementstendtofocusongroupbehaviorbecauseChineseconsumersalwaysbelievethemorepeoplebuyaproduct thebetterqualityitwillhave Tobeexact theytrytopersuadeconsumersintopurchasingtheadvertisedwiththemasses 2020 3 24 37 1Individualismvs Collectivism Wecanfindmanyexamplesinourdailylife whichstressgroupbehaviorssuchas 我们都 Weall 深受大众喜爱 bewellpopular 老少皆宜 goodforallages 大家好 才是真好 theproductisgoodforall soitisindeedgood 全国用户满意 thecustomersalloverthecountrysatisfy 2020 3 24 38 1Individualismvs Collectivism However itisjustecontrarywiththeWesternadvertisementsbecauseindividualismisfirmlyestablishedinwesterncultureandinwesterner smind Wordssuchas independence independent uniqueness unique own individual different difference spreadoutproducts orservices featuresthatmatchwithone sdistinction 2020 3 24 39 1Individualismvs Collectivism Thefollowingadvertisementsshowthisorientationclearly l Findyourownroad2 Inthisageoftechnology sharing whateverhappenedtoindividuality 2020 3 24 40 1Individualismvs Collectivism 2020 3 24 41 1Individualismvs Collectivism Casestudy Atthenegotiatingtable differencesinthisdimensioncanclearlycauseseriousconflict AmericanstoooftenexpecttheirJapanesecounterpartstomakedecisionsrightatthenegotiatingtable andtheJapaneseareconstantlysurprisedtofindindividualmembersoftheAmericanteampromotingtheirownpositions decisions andideas sometimesopenlycontradictingoneanother America individualismJapan collectivism 2020 3 24 42 2UncertaintyAvoidance Itinvolvestheextendtowhichaculturewouldavoidortolerateuncertainty Highuncertaintyavoidanceculturesthinkoftheuncertaintyinherentinlifeasacontinuoushazardthatmustbeavoided Theytrytoavoiduncertaintyandambiguitybyprovidingstabilityfortheirmembers establishingmoreformalrules ahigherlevelofanxietyandstress Lowuncertaintyavoidanceculturesmoreeasilyaccepttheuncertaintyinherentinlifeandarenotasthreatenedbydeviantpeopleandideas sotheytoleratetheunusual Theyprizeinitiativeandmorewillingtotakerisks moreflexible lesstense morerelaxed 2020 3 24 43 2UncertaintyAvoidance StrongUncertaintyAvoidance uncomfortablewithuncertaintyandambiguity intolerantwithdeviance ForExample Greece Belgium Portugal Japan Chile Israel SpainWeakUncertaintyAvoidance practicecountsmorethanprinciples devianceismoreeasilytolerated Forexample Singapore Sweden Denmark Malaysia 2020 3 24 44 2 Uncertaintyavoidance Itdealswithasociety stoleranceforambiguitypeoplewillendureandhowmuchrisktheyliketotake Itindicatestowhatextentacultureprogramsitsmemberstofeeleitheruncomfortableorcomfortableinunstructuredsituations 2020 3 24 45 2 Uncertaintyavoidance Uncertaintyavoidancedealswiththedegreetowhichmembersofaculturetrytoavoiduncertainty Hofstedesummarizestheviewofpeopleinhighuncertaintyavoidanceculturesas whatisdifferent isdangerous andthebeliefofpeopleinlowuncertaintyavoidanceculturesas whatisdifferent iscurious 2020 3 24 46 RankingofUncertaintyAvoidance Alowscoremeansthecountrycanbeclassifiedasonethatdoesnotlikeuncertainty Thelowerscore thehigheruncertaintyavoidance 2020 3 24 47 3 PowerDistance HighPDCulture PeoplewhoholdpowerandpeoplewhoareaffectedbypoweraresignificantlyfarapartVertical hierarchical everybodyhasarightfulplace E g India Brazil Singapore Greece Mexico etc LowPDCulture ThepowerholdersandpeopleaffectedbythepowerholdersaresignificantlycloserHorizontal inequalityinsocietyshouldbeminimized E g Austria Finland Denmark Norway NewZealand etc 2020 3 24 48 3 PowerDistance LargePowerDistancecountries acceptahierarchicalorderExamples AsiancountriesandLatinAmericancountriesandMiddleEasterncountriesSmallPowerDistancecountries striveforequalizationExamples America Europeancountries 2020 3 24 49 2020 3 24 50 2020 3 24 51 2020 3 24 52 2020 3 24 53 2020 3 24 54 2020 3 24 55 3 PowerDistance Powerdistance Itdescribesthedistributionofinfluencewithintheculture theextenttowhichthelesspowerfulmembersoforganizationsandinstitutionsacceptandexpectthatpowerisdistributedunequally 2020 3 24 56 3 PowerDistance Powerdistanceis theextenttowhichthelesspowerfulmembersofinstitutionsandorganizationsacceptthatpowerisdistributedunequally Howdoyouinterprettherelationshipbetweenthefollowingpairsinbothhighandlowpowerdistanceculture parents childrenteacher studentboss employee 2020 3 24 57 4Masculinityvs Femininity Cultureshighinthemasculinitydimensionfocusonachievement power andpossessions regardingworkasmorecentraltoone slife differinggenderrolesmorethanfeminineculture performancesociety Cultureshighinthefemininitydimensionvalueinterpersonalrelationships nurturance compassion andqualityoflife welfaresociety 2020 3 24 58 4Masculinityvs Femininity Masculinity achievement heroism 英勇英雄气概 assertiveness 魄力自信 materialsuccessForExample Japan Austria ItalyFemininity relationships modesty caringfortheweak qualityoflifeForexample Sweden Norway Denmark 2020 3 24 59 2020 3 24 60 4Masculinityvs Femininity MasculinityversusfemininityThemasculinity femininitydimensionmeasuresaculture sdominantvaluesrangingfromaggressivemasculinetraitstonurturingfemininetraits masculineculturesTheseculturesplacehighvaluesonmasculinetraitsandstressassertiveness competitionandmaterialsuccess FeminineculturesTheseculturesplacehighvaluesonfemininetraitsandstressqualityoflife interpersonalrelationships andconcernfortheweek 2020 3 24 61 LimitationsofHofstede smodel BecausethepeopleHofstedesurveyedweremiddlemanagersinlargemultinationalorganizations mostofhisfindingsareworkrelated Manyimportantcountriesandcultureswerenotincludedinhisstudy noArabcountries SouthAfricarepresentingAfrica noinformationaboutmainlandChina Heemphasizesnationalculture soitisnotpossibletoknowthelayersofculturewithinnations 2020 3 24 62 3 EdwardT Hall sModel Humancommunicationisdependentonthecontextinwhichitoccurs Communicativecontextsincludethephysical sociological andpsychologicalenvironments High andLow contextcultures 2020 3 24 63 3 EdwardT Hall sModel 1 Thedefinitionofcontext theinformationthatsurroundsanevent itisinextricablyboundupwiththemean ingoftheevent 2 Categorizationofhigh contextcultureandlow contextculturedependingonthedegreetowhichmeaningcomesfromthesettingsorfromthewordsbeingexchanged Chapter7CulturalPatterns 2020 3 24 64 High contextCulture Inhigh contextmessages meaningisnotnecessarilycontainedinwords Informationisprovidedthroughgestures theuseofspace andevensilence Meaningisalsoconveyedthroughstatus age sex education familybackground title andaffiliation Examplesofhigh contextculturesincludeChinese Japanese MiddleEasterners etc 2020 3 24 65 High contextculture Ahighcontext HC communicationormessageisoneinwhichmostoftheinformationisalreadyintheperson whileverylittleisinthecoded explicitly 明确地 明白地 transmittedpartofthemessage TeaCeremony 2020 3 24 66 Low contextCulture Inlow contextmessages themajorityoftheinformationisvestedintheexplicitcode Examplesoflow contextculturesincludeEnglish NorthAmerican German etc 2020 3 24 67 Low contextculture Alowcontext LC communicationisjusttheopposite i e themassoftheinformationisvestedintheexplicitcode AnAmericanstandingonchairinrestaurantgivingspeechathisleavinghishometown 2020 3 24 68 Hall sTheoryonHighandLowContextCultures ahigh contextculture mostoftheinformationiseitherinthephysicalcontextorinternalizedinthepersonwhileverylittleisinthecoded explicitpartofthemessage meaningisnotnecessarilycontainedinwords informationisprovidedthroughgestures age sex education familybackground etc illustration twinswhohavegrownuptogetheralow contextculture themassoftheinformationisvestedintheexplicitcode messagesaredetailed clear cut anddefinite illustration twolawyersinacourtroom achildtryingtoexplaintohismotherwhyhegotintoafight 2020 3 24 69 例子 一个德国人 一个美国人 一个日本人到同一家餐厅 都点了一个汉堡 结果由于厨师的疏忽把三个汉堡中的肉都烤糊了 问 三个人会对此说什么 德国人会直接批判这个糊了的肉 批评这个厨师 美国人会说 虽然肉的口味不太好 但是面包 沙拉 香葱的味道还不错 日本人会说 面包 沙拉 香葱的味道不错 是啊 至于肉 你自己揣测去吧 这就是高语境 2020 3 24 70 CulturesArrangedAlongtheHigh ContextandLow ContextDimension High ContextCulturesJapaneseChineseKoreanAfricanAmericanNativeAmericanArabGreekLatinItalianEnglishFrenchAmericanScandinavianGermanGerman SwissLower ContextCultures 2020 3 24 71 HIGH CONTEXT内隐 含蓄暗码信息较多非语言编码反应很少外露人际关系紧密内外有别高承诺时间处理高度灵活 LOW CONTEXT外显 明了明码信息较多语言编码反应外露人际关系不密切内外灵活低承诺时间高度组化 2020 3 24 72 Howhigh contextandlow contextaffectinterculturalcommunication Lackofenoughdata peoplefromlow contextculturesoftenfeeluncomfortablewiththevaguenessandambiguityandwillaskveryblunt unappropriatequestions whichwillmakehigh contextculturemembersbecomeimpatientandirritated Peopleinhigh contextculturesperceivelow contextpeoplelesscredible Conflictsaredifferentlyperceivedandrespondedto high context discreetlyandsubtlyLow context directlyspellitout 2020 3 24 73 Activity1contrastschild rearinginChineseandAustralianfamilies 2020 3 24 74 2020 3 24 75 Yourcompletedtableshouldcontainthefollowinginformation Whatistheprimaryrelationshipinafamily Chinesefamilies mother and fatherorparent and childrenrelationship2 Whomake s importantdecisions Australianfamilies Childrenplayanincreasinglyimportantroleindecidingthesemattersastheygrowolder Chinesefamilies parents especiallythefather 2020 3 24 76 3 Dounmarriedchildrenleavehomeandliveindependently Australianfamilies Childrenleavehometoliveindependentlyoftheirparentslongbeforemarriage 4 Arechildrenexpectedtoworkduringtheirschoolyears Chinesefamilies Generallynot Parentsexpectthemtodevotetheirtimetotheirstudies Sincetheendof1980s somestudentshavebeguntotakeonpart timejobs 5 Ifparentsgivefinancialsupporttotheirchildrenatuniversity dotheyexpecttogetrepayment Australianfamilies possibly Chinesefamilies no 2020 3 24 77 ThebiggestdifferencebetweentheChinesewayofchild rearingandtheAustralianoneisthattheformerfostersdependenceandthelatterindependence Westernpeoplebelieveintheprimaryimportanceoftheindividualandinthevirtuesofself relianceandpersonalindependencesothisbeliefisstressedonassoonasababyisjustborn whichrunscountertotheChineseview InChina dependenceistheinevitablecorollaryandnotsomethingtobeshedassoonaspossiblebuttheexpressionofstrongfamilybondsofaffection 2020 3 24 78 TheEthicalPrinciplesofConfucianism Confucianismhadbeenregardedasanethic politicalsysteminancientChina FormorethantwothousandyearsithasmouldedandshapedthecivilizationofChinaandexertedaprofoundinfluenceuponalmostonefourthofthehumanrace 2020 3 24 79 TheEthicalPrinciplesofConfucianism ConfucianismhasleftusarichliteraryheritageknownastheFourBooksandFiveClassics TheGreatLearning 大学 TheMean 中庸 Analects 论语 andMencius 孟子 B