Ch. 7: Dimensions of Culture How to compare cultures Case Study: Japanese Culture Sustainability values

Hofstede’s Value Dimensions n Dutch management researcher Geert Hofstede surveyed over 100,000 employees of IBM in 40 countries. n The results of his survey are used to describe culture. n Hofstede identified four dimensions - individualism, masculinity, power distance, and uncertainty avoidance.

Hofstede’s Value Dimensions-2 n A fifth dimension was found in 1984, a Confucian dynamism labeled long-term orientation versus short-term orientation to life. n This dimension describes cultures that range from short-term values respecting tradition & reciprocity in social relationships to valuing persistence and ordering relationships by status.

Things to consider when exploring cultural dimensions n Statistics reveal an average of responses. NOT everyone in a culture will exhibit these traits. n Be wary of using the dimensions to stereotype. n The goal of the dimensions is to point out how culture shapes communication and vice versa.

Focus on Theory n Knowledge about what makes a culture individual or collective helps inform our understanding in the study of numerous fields. n Individualism/collectivism (Kim, 2005) and high/low context (Hall, 1976) are complementary theories. n Refers to how people define themselves in relationship to others.

Individualism n The interests of the individual takes priority over those of others. n Ties between individuals are loose. n People look after themselves and their immediate families. n Goals take self & possibly immediate family into consideration. n The United States ranks highest in individualism (pg. 171).

Individualism n Cultures high in individuality have wealthier citizens. n Countries with moderate and colder climates. n Self-sufficient. n Birth rates are lower.

Collectivism n The interests of the group are given priority. n People belong to strong, cohesive, in- groups that protects and support in exchange to group loyalty. n Goals are set taking the group into account. n Highly integrated.

Collectivism n Countries with higher birth rates tend towards collectivism n Confucian cultures are highly collective. n Associated with indirect forms of communication.

Case Study : Japan as a homogeneous culture n History n Religion n Cultural Patterns n Sports (see insert)

Masculinity and Femininity n Hofstede found women’s social roles vary less from culture to culture than men’s. n Cultures that highly value assertiveness, competition, and material wealth are masculine and emphasize the differences. n Feminine cultures are those that allow for more overlap between gender roles. n These cultures also emphasis quality of life, relationships, and care.

Masculinity and Femininity n Remember that both men and women express the value characteristics of their culture. n Both men and women in masculine cultures exhibit ambition. n Both men women in feminine cultures learn to be modest and seek cohesion. n Feminine cultures allow more cross- over between roles.

High and Low Power Distance n The way cultures deal with inequalities, i.e. money, power, status, birth. n Power distance is learned in families. n Cultures with high power distance have power concentrated in the hands of the few rather than distributed throughout the population. n about the U.S. about the U.S.

Uncertainty Avoidance n This identifies the extent that people feel threatened by uncertainty or the unknown in the culture. n Hallmarks of cultures high in uncertainty avoidance include: strict codes of behavior and beliefs in absolute truths. n People with high needs for certainty are often characterized as active, aggressive, emotional, compulsive, and intolerant.

Uncertainty Avoidance-2 n Those with low needs for certainty are characterized as contemplative, unemotional, relaxed, accepting of personal risk, and relatively tolerant. n Hofstede looked at the relationship between religion and power distance and history. n Greece is ranked highest in this dimension (see table. 7.6).

Long-Term vs. Short-Term Orientation n Called “Confucian work dynamism” at first, now we refer to it as long and short term orientation to LIFE. n This dimension includes such values as thrift, persistence, having a sense of shame, and ordering relationships. n This value is present in cultures that show high degrees of responsibility, motivation, dedication and belief in education (see table 7.7).

Environmental Sustainability n Sustainability is “development which meets the needs of the present w/o compromising the ability of the future generations to meet their own needs” p n Husted (2005) & Hofstede conclude: Low power distance, high individualism, low masculinity support “sustainable” values. n See table 7.8. Env. Perf. Index

Focus on Theory: Criticism of Hofstede’s Value Dimensions n Nations are not the best units to study. n Survey sample data is small. n Survey data is old and outdated. n Data drawn from only one company that cannot provide information about entire national cultures. n Four or five dimensions limits insight into cultures.