跨文化商务交际导论-教学课件Unit 3 Cultural patterns

Context

EdwardT.Halldefined

“context”inhisbookBeyondCulture

astheinformationthatsurroundsanevent

and

itisinextricablybound

upwiththemeaningoftheevent.”high-contextculturelow-contextcultureContextContext1.High-contextculturesMostoftheinformationisinthephysicalcontextoris

internalizedinthepeople.Verylittleinformationisactuallycodedinthe

verbalmessage.Peopleareveryhomogeneous.High-contextcultures

changevery

littleovertime.Consistentmessageshaveproducedconsistentresponsestotheenvironment.1.High-contextculturesSomecommoncharacteristicsofhigh-contextculturesinclude:Peopletendtobemoreawareoftheirsurroundingsandtheir

environment.Peopledonotrelyonverbalcommunicationastheirmain

informationsource.Thecontextofthemessageiswellunderstoodbyboththesender

andthereceiver.Peopleplacemoreemphasisoninterpersonalrelationships.2.Low-contextculturesSomecommoncharacteristicsoflow-contextculturesinclude:Informationiscommunicatedprimarilythroughlanguage.Rulesareexplicitlyspelledoutandmeaningisexpressed

verbally.Verbalmessagescontainmoreinformationandverylittleis

showninthecontextorwithintheparticipants.2.Low-contextculturesAsHallsays,“high-contextpeopleareapttobecomeimpatient

andirritatedwhenlow-contextpeopleinsistongivingthem

informationtheydon’tneed.”Chinesecommunicatebynotstatingthings

directly,whileAmericansusuallydothe

opposite—“spellitout.”Theformeris

lookingformeaningandunderstandingin

whatisnotsaid—inthenonverbal

communicationorbodylanguage,inthe

silencesorpauses,andintherelationships.The

latterplacesemphasisonsendingand

receivingaccuratemessagesdirectly,usuallybybeingarticulatewithwords.1,4,5,6,8,102,3,7,9

Valueorientations(1)Whatistheinborncharacterof

humannature?(2)Whatistherelationshipbetween

peopleandnature?(3)Whatisthefocusofhumanlife

withrespecttotime?(4)Whatisthefocusofhumanactivity?(5)Whatistherelationshipofonepersontoanother?1.HumannatureorientationThe

humannatureorientationdealswiththeinborncharacter

of

humannature.Humanscanbeseenasbasicallygood,basicallyevil,oramixtureofthegoodandtheevil.(1)

Humannatureisevilbutperfectible.(2)

Humannatureisamixtureofthegoodandtheevil.(3)

Humannatureisgoodbutcorruptible.(1)Humannatureisevilbutperfectible(2)

Humannatureisamixtureof

thegoodandtheevilWiththeriseofhumanismintheWest,thebeliefabouthuman

naturehaschanged.Someculturesbelievethathumanshavebotha

goodsideandabadside.Forexample,thelegislationandmedia

shouldkeepaneyeonthegovernmenttomakesureitdoesnotdo

evilthings.(3)

Humannatureisgoodbutcorruptible2.Human-natureorientation(1)Mastery-over-natureview(2)Harmony-with-nature

view(3)Subjugation-to-nature

view(1)Mastery-over-natureviewInindustrializedsocieties,themastery-over-natureviewtendsto

predominate.Thisorientationinvolvestheviewthatallnaturalforces

canandshouldbeovercomeorputtousebyhumans.(2)Harmony-with-natureviewTheharmony-with-natureviewdrawsnodistinctionsbetweenhumanlifeandnature.(3)Subjugation-to-natureviewOneexampleisshepherdswhobelievenothing

canbe

donetocontrolnatureifitthreatens—neitherthelandnortheflockcanbe

protectedfromstorms.Somepeoplebelievehumans

areweak,whilethe

natureispowerful.Theyworshipthenaturalworldastheirgod,sothey

submitthemselvestonature.3.Timeorientation(1)Value-past

orientation(2)Value-present

orientation(3)Value-future

orientationScarletsays“Afterall,tomorrowisanotherday!”

1.天人合一。2.谋事在人，成事在天。3.人定胜天。4.以史为鉴，可以知兴替。5.时间就是金钱。6.活在当下。

1.Harmony-with-natureview2.Subjugation-to-natureview3.Mastery-over-natureview4.Pastorientation5.Futureorientation6.Presentorientation4.Activityorientation(1)Doingorientation

(2)Beingorientation

(3)Being-in-becomingorientation5.Relationshiporientation(1)Individualorientation(2)Grouporientation(3)HierarchyorientationDuringthe1980s,theinfluentialDutchintercultural

communicaitonexpertGeertHofstedewasemployedbyIBMtodoa

research.Overahundredthousandworkersinfortyregionsand

countriesparticipated.IndividualismandcollectivismUncertaintyavoidancePowerdistanceMasculinityandfemininity1.IndividualismandcollectivismIndividualismistranslatedinto个体主义,incontrastwithcollectivism(集体主义).InChina,individualismissometimesmistakenforselfishness,butactuallyitisaneutralwordinmeaning.1.IndividualismandcollectivismPeople’spersonalgoalstakepriorityoverthoseoftheirgroups(like

the

familyortheir

company).

Theloyaltyofindividualists

toagivengroupisveryweak.Peoplefeeltheybelongto

many

groupsandareaptto

change

theirmembershipifanewgroupsuitsthem,forexample,leavingone

employerforanother.(1)Individualism(2)CollectivismCollectivismischaracterizedbyasocialframeworkthatgivesagrouppriorityovereachindividualinit.Peoplecounton

theirgroups

(e.g.family,relativesandorganizations)tolookafterthem,andinexchangeforthattheytendtobelievetheyoweloyaltytothe

groups.1、3、5、7、102、4、6、8、92.UncertaintyavoidanceUncertaintyavoidancedealswiththedegreetowhichmembers

ofaculturetrytoavoiduncertainty.2.UncertaintyavoidanceMembersofhighuncertaintyavoidancecultureshavealowertoleranceforuncertaintyandambiguity,whichexpressesitselfin

higherlevelsofanxiety,greaterneedforformalrulesandabsolute

truth,andlesstoleranceforpeopleorgroupswithdifferentideasor

behavior.Membersoflowuncertaintyavoidancecultureshavelowerstresslevels,

acceptdifferentideas,

andtakingmore

risks

than

membersofhighuncertaintyavoidancecultures.2.Uncertaintyavoidance2.Uncertaintyavoidancehighuncertainty—

“whatisdifferentisdangerous.”

lowuncertainty—

“whatisdifferent,iscurious.”—fromHofstede

3.PowerdistancePowerdistanceis“theextenttowhichthelesspowerful

membersofinstitutionsandorganizationsexpectandacceptthatpoweris

distributedunequally.”3.Powerdistance3.PowerdistanceIndividualsfromlargepowerdistancecultures

acceptpoweraspartofsociety.Asaresult,superiorsconsidertheir

subordinatestobedifferentfromthemselvesandviceversa.Membersofsmallpowerdistanceculturesbelievepowershouldbe

usedonlywhenitislegitimate.3.PowerdistancePowerdistanceisusefulinunderstanding

strangers’behaviorin

rolerelationships,particularlythoseinvolvingdifferentdegreesof

powerorauthority.

Peoplefromlargepowerdistancecultures,

for

example,donotquestiontheirsuperiors’

orders.Theyexpecttobetoldwhattodo.

Peopleinsmallpowerdistancecultures,incontrast,donotnecessarilytakesuperiors’ordersatfacevalue;theywantto

knowwhytheyshouldfollowthem.

4.MasculinityandfemininityThemajordifference

betweenmasculineculturesandfeminine

culturesishowgenderrolesaredistributedincultures.4.Masculinityandfemininity

Femininecultures

Socialgenderrolesoverlap.Nooneshouldfightandnooneshouldbetooambitious.Everyoneshouldbeconcernedwithmaintaininggoodrelationships

withothers.Bothmenandwomenaresupposedtobemodest,tender,andconcernedwiththequalityoflife.Masculinecultures

Bothmenand

womenarerelativelytough.Socialgenderrolesareclearlydistinct.Menaresupposedtobeassertive,tough,focusingonmaterialsuccess.Womenaresupposedtobe

moremodest,tender,andconcernedwiththequalityoflife.feminine

culturesworkinordertoliverelationshipenhancementmasculineculturesliveinordertoworkegoenhancementHofstedereports:masculineclearlydistinctthequalityoflifematerialsuccessoverlapgoodrelationshipsAssessment1.Decidewhetherthefollowingstatementsaretrue(T)orfalse(F).1.()High-contextCultureattachesgreatimportancetoverbalinformation.2.(

)ActionsaremuchmoreimportantinValue-doingCulture.3.()Humannatureisdefinitelygood.4.()Collectivismischaracterizedbyarigidsocialframeworkthat

distinguishesbetween

in-groupsandout-groups.5.()Peopleinlowpowerdistanceculturesmaynotacceptsuperiors’ordersandthey

oftenaskwhy.FTFTTAssessment2.Readeachofthefollowingstatementsandchoosethebestanswer.1.Whichculturebelongstolow-contextculture?

A.ChinaB.KoreaC.GermanyD.JapanCAssessment2.Whichculturetendstobelievethathumanshouldmasternature?A.ChineseB.AfricanC.NativeIndianD.AmericanDAssessment3.“Whatisdifferentisdangerous”istheviewofpeoplefrom_____culture.A.High-contextB.Low-contextC.HighuncertaintyavoidanceD.LowuncertaintyavoidanceC

CaseAnalysisFollowingtheirindividualisticorientations,Mr.PattersonandMr.Wymanwereperfectlycomfortablewiththeideaofcreatingteamleaderswithinth