Prezentace předmětu: Intercultural Communication Lecturer: Ing. Patrik Kajzar, Ph.D. Mgr. Martina Chylková Název prezentace Název projektu Rozvoj vzdělávání na Slezské univerzitě v Opavě Registrační číslo projektu CZ.02.2.69/0.0./0.0/16_015/0002400 Logolink_OP_VVV_hor_barva_cz 4. Division of cultures Předmět: Intercultural Communication Tato přednáška byla vytvořena pro projekt „Rozvoj vzdělávání na Slezské univerzitě v Opavě“ Opavě DIVISION OF CULTURES . The aim of the lecture is to introduces students the division of cultures and cultural intelligence. DIVISION OF CULTURES . Division of cultures Cultural intelligence Division of cultures according to Hofstede, Trompenaars and Lewis Overview Division of Cultures qA cultural divide is the virtual barrier caused by cultural differences. q For example: avoiding eye contact with a superior shows deference and respect in East Asian cultures, but can be interpreted as suspicious behavior in Western cultures. q qStudies on cultural divide usually focus on identifying and bridging the cultural divide at different levels of society. q q Significance qA cultural divide can have significant impact on international operations on global organizations that require communication between people from different cultures. qCommonly, ignorance of the cultural differences such as social norms and taboos may lead to communication failure within the organization. Facts and causes INTERNAL qInternal causes of Cultural Divide refer to causes based on innate or personal characteristics of an individual, such as a personal way of thinking, an internal mental structure or habit that influences how a person acts. Facts and causes Internal qIdeological diferences Rules, norms and way of thinking are often inculcated since young and these help to shape a person’s mindset and their thinking style, which will explain how two different cultural groups can view the same thing very differently. q qStereotypes Perceptions about an out-group or of a different culture may tend to be perpetuated and reinforced by the media or long-standing notions of stereotypes. Facts and causes Extrenal qCultural divide can also be caused by external influences that shape the way an individual thinks about people from other cultures Some examples of external sources that influence views on other cultures include: üOfficial govermetn policies üNews and media reports üSocial pressure Cultural Intelligence qDeveloping high cultural intelligence increases one’s openness and hardiness when dealing with major differences in culture. qImproving one’s openness requires both humility when learning from others and inquisitiveness in actively pursuing opportunities to develop one’s cultural awareness. qStrong hardiness allows one to deal better with stress, cultural shocks and tension when interacting with others in a foreign context. Division according to Hofstede qHofstede developed his original model as a result of using factor analysis to examine the results of a worldwide survey of employee values by IBM between 1967 and 1973. It has been refined since. qThe original theory proposed four dimensions along which cultural values could be analyzed: individualism-collectivism; uncertainty avoidance; power distance (strength of social hierarchy) and masculinity-femininity (task orientation versus person-orientation). qIndependent research in Hong Kong led Hofstede to add a fifth dimension, long-term orientation, to cover aspects of values not discussed in the original paradigm. qIn 2010, Hofstede added a sixth dimension, indulgence versus self-restraint. Hoftede´s cultural dimensions theory qThe original theory proposed four dimensions along which cultural values could be analyzed: ü individualism-collectivism ü uncertainty avoidance ü power distance (strength of social hierarchy) ü masculinity-femininity (task orientation versus person-orientation) qIndependent research in Hong Kong led Hofstede to add a fifth dimension, qLong-term orientation, to cover aspects of values not discussed in the original paradigm. In 2010, Hofstede added a sixth dimension, ü indulgence versus self-restraint. Practical applications of theory International marketing qThe six-dimension model is very useful in international marketing because it defines national values not only in business context but in general. qMarieke de Mooij has studied the application of Hofstede's findings in the field of global branding, advertising strategy and consumer behavior. As companies try to adapt their products and services to local habits and preferences they have to understand the specificity of their market. Practical applications of theory For example: qIf you want to market cars in a country where the uncertainty avoidance is high, you should emphasize their safety, whereas in other countries you may base your advertisement on the social image they give you. qIf you want to advertise cell phones in China, you may show a collective experience whereas in the United States you may show how an individual uses it to save time and money. Dimensions of national cultures Power distance index (PDI) qThis dimension expresses the degree to which the less powerful members of a society accept and expect that power is distributed unequally. The fundamental issue here is how a society handles inequalities among people. qPeople in societies exhibiting a large degree of Power Distance accept a hierarchical order in which everybody has a place and which needs no further justification. In societies with low Power Distance, people strive to equalise the distribution of power and demand justification for inequalities of power. Dimensions of national cultures Individualism versus collectivism (idv) qThe high side of this dimension, called Individualism, can be defined as a preference for a loosely-knit social framework in which individuals are expected to take care of only themselves and their immediate families. qIts opposite, Collectivism, represents a preference for a tightly-knit framework in society in which individuals can expect their relatives or members of a particular in group to look after them in exchange for unquestioning loyalty. qA society’s position on this dimension is reflected in whether people’s self-image is defined in terms of “I” or “we.” Dimensions of national cultures Uncertainty avoidance (UAI): qThe Uncertainty Avoidance dimension expresses the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity. The fundamental issue here is how a society deals with the fact that the future can never be known: should we try to control the future or just let it happen? qCountries exhibiting strong UAI maintain rigid codes of belief and behavior, and are intolerant of unorthodox behavior and ideas. Weak UAI societies maintain a more relaxed attitude in which practice counts more than principles. Dimensions of national cultures Masculinity vs. femininity (MAS): q The Masculinity side of this dimension represents a preference in society for achievement, heroism, assertiveness, and material rewards for success. qSociety at large is more competitive. Its opposite, Femininity, stands for a preference for cooperation, modesty, caring for the weak and quality of life. Society at large is more consensus-oriented. qIn the business context Masculinity versus Femininity is sometimes also related to as “tough versus tender” cultures. Dimensions of national culture Long-term orientation vs. short-term orientation (LTO): qEvery society has to maintain some links with its own past while dealing with the challenges of the present and the future. Societies prioritize these two existential goals differently. qSocieties who score low on this dimension, for example, prefer to maintain time-honored traditions and norms while viewing societal change with suspicion. qThose with a culture which scores high, on the other hand, take a more pragmatic approach: they encourage thrift and efforts in modern education as a way to prepare for the future. Dimensions of national cultures Indulgence vs. restraint (IND): qIndulgence stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun. qRestraint stands for a society that suppresses gratification of needs and regulates it by means of strict social norms. Division according Trompenaars qAlfonsus (Fons) Trompenaars - (born 1953, Amsterdam) is a Dutch organizational theorist, management consultant, and author in the field of cross-cultural communication known for the development of Trompenaars' model of national culture differences. üUniversalism versus particularism. üIndividualism versus communitarianism. üSpecific versus diffuse. üNeutral versus emotional. üAchievement versus ascription. üSequential time versus synchronous time. üInternal direction versus outer direction. Division according Trompenaars qTrompenaars and Hampden-Turner concluded that what distinguishes people from one culture compared with another is where these preferences fall in one of the following seven dimensions. qYou can use the model to understand people from different cultural backgrounds better, so that you can prevent misunderstandings and enjoy a better working relationship with them. qThis is especially useful if you do business with people from around the world, or if you manage a diverse group of people. qThe model also highlights that one culture is not necessarily better or worse than another; people from different cultural backgrounds simply make different choices. qHowever, the model doesn't tell you how to measure people's preferences on each dimension. Therefore, it's best to use it as a general guide when dealing with people from different cultures. q Division according to Lewis. qThe Lewis Model - is the latest to gain world-wide recognition, being developed in the 1990s and articulated in Richard Lewis’s blockbuster, When Cultures Collide (1996), which won the US Book of the Month Award in 1997. qLewis, after visiting 135 countries and working in more than 20 of them, came to the conclusion that humans can be divided into 3 clear categories, based not on nationality or religion but on BEHAVIOUR. He named his typologies: ü Linear-active, ü Multi-active ü Reactive characteristics Division according to Lewis Fig. 1: The Lewis Model – Dimension of Behaviour Source: https://www.crossculture.com/the-lewis-model-dimensions-of-behaviour/ Summary •Culture is a universal human phenomenon, specifically human activity, which is not owned by other biological forms of life and on the other hand is culture perceived and studied as a special way of life different groups of people. •Cultural intelligence is the ability to adapt to interact with people from different cultures and it consists of four factors. •Hofstede explained six different culture of dimension. •The Dutch Fons Trompenaars simplified Kluckhohna and Strodtbeck's breakdowns into three sets of problems: the relationship to humans, the relationship to nature, and the relation to time. •The Lewis Model being developed in the 1990s. •Lewis, after visiting 135 countries and working in more than 20 of them, came to the conclusion that humans can be divided into 3 clear categories: Linear-active, Multi-active, Reactive. 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