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Conceptualizing and Perceiving Culture

By Matthew Byler, R. Taylor Jameson, Becky Tibbenham & Charlotte Windberg

Executive Summary

What is culture?

We all know the word, but “culture” is used in many different ways by many different people. The article being presented examines the various definitions and aspects of culture that should be considered for interacting in a global world.

What is culture?

• More than 100 definitions, including:• Hofstede: “Mental Programming” – like computer

software• Hall: Communication… like a musical score• Herskovits: Everything that is manmade• Triandis: Shared meaning system among particular

dialect, during historic period, definable geographic region

What is culture?

• GLOBE study• 62 national cultures studied• Culture guides behavior• No specific definition

How many cultures?

• Large or small number

• Gelfand and Holcombe: 34-item scale measures four types of culture:• Individual vs. collectivism• Power distance: low vs. high• What is the United States? China?

Individualism vs. Collectivism

• Can people who look at the good of all people (collectivists) over the good of just themselves (individualism) be selfish• Yes, though collectivists view group members as

selfish when they openly go against group norms.

• Does it matter since we’re becoming more global?• What about if one country is high authority and the

other is not?

Power Distance

• Low power distance• Power expected to be distributed equally• More democratic• Right to critique decisions• Includes Australia, Israel, Ireland, Denmark

• Large power distance• Power based on hierarchy• Lower level employees do not express opinions• Includes Arab countries, China, Brazil

Cultural Values vs. Cultural Practices

• What are cultural values? The way things should be

• What are cultural practices? The way things are

• Law, Education System, Religion, etc.

• For example, many countries would say that people should be considered relatively equal, but in practice there is a divide between the upper and lower classes

Influences of Values and Practices

• Influence of Cultural Values on Cultural Practices• Catholic Hospitals - Abortion• Finland, Norway and Sweden - Speeding Tickets

• Influence of Cultural Practices on Cultural Values• Behavior changes lead to attitude changes• Equal Opportunity Laws (USA & India)• India’s “Untouchable” President

Does culture even matter?

• What factors affect our views on life?Culture, life experiences, occupational experiences, gender, age

• When does culture matter?At a crisis point, having limited options, low support system,

and/or lack basic necessities

• Working abroad strengthens home-based cultural values

• Being flexible open to new ideas makes culture matter less

Demographics vs. Culture

• What are demographics?• Economic status, education, work experience, free-time

activities, age• Example: MBA students all think the same

• Demographics can diminish the importance of culture

• Demographics can trump cultural values and practices

• Demographics can subordinate itself to culture if the situation calls for it

Multiple Perspectives on Culture

• Should we advocate only one perspective on culture?Implications?

• Cross Culture ComparisonStresses the ratings of dimensions of cultures through surveys

• Intercultural InteractionA more in depth look at values and practices

• Multiple Cultures PerspectiveProfiles the contrasting perspectives and what happens when

these perspectives interact

• Which is best?

Proper Introductions

Three types of cultures for people’s interactions:

• Kiss or HugCulture where emotions are prominent

• BowAuthority-ranking cultures

• Shake HandsEquality matching and market-pricing cultures

• What is acceptable?

Cultural Stereotypes

• What is a stereotype?A distorted view of groups and their supposed

characteristics, used to evaluate individuals from each group.

• Always exceptions

• Can be helpful if:• Descriptive, not evaluative• First best guess• Based on data and observation• Subject to change with new information

Different Levels of Culture

• Deepest Level: Norms and Values

• Superficial Level: Ways of acting and dressing

• Globalization is changing the force of culture

• Deepest levels will become more transparent

Evaluating Culture: Insiders vs. Outsiders

• Insiders: Looking at your own culture• Distorted, limited view• Less objective• But gives depth of understanding

• Outsiders: Looking at a different culture than your own• More open and detached• Max Mueller discovered Sanskrit language

• Both are relevant

Globalization and Root Cultures

• Root culture = your own original culture

• Sigmund Freud: First six years determine personalities

• Globalization:• Spending time in different cultures• Speaking multiple languages• Transpatriate vs. Expatriate

• Root culture is losing meaning

Can Cultures Change?

• Preconception: No

• Visible and invisible aspects• Visible: Buildings, roads, clothing• Invisible: Mental attitudes

• Slow vs. Rapid changes• Affected by conquest, immigration, business• Visible changes rapidly• Invisible changes slowly

Any Questions?