Matakuliah Tahun : V0052 : 2008 CONCEPT OF CULTURE Week 1 Learning Outcomes On completion of this unit, the students should be able to explain the meaning of culture, characteristics of culture and cultural interaction, as well as to understand the importance of learning cross culture awareness in the hospitality and tourism industry. Mahasiswa dapat menjelaskan pengertian budaya, karakteristik budaya, dan interaksi antar budaya, serta mahasiswa dapat memahami pentingnya mempelajari lintas budaya dalam industri perhotelan dan pariwisata Bina Nusantara HO 0708 3 Subjects • Concept and definitions of culture (Definisi dan konsep budaya) • Purpose and benefits of learning cross-cultural (Tujuan dan manfaat mempelajari lintas budaya) • Characteristics of culture (Karakteristik budaya) • Sub culture (Sub budaya) • Cultural differences (Perbedaan budaya) • Dimensions of culture (Dimensi budaya) • Model of inter-cultural interaction (Model interaksi antar budaya) Bina Nusantara HO 0708 4 • When the US firm Gerber started selling baby food in Africa they used the same packaging as in the US, i.e. with a picture of a baby on the label. Sales flopped and they soon realised that in Africa companies typically place pictures of contents on their labels. • Pepsodent tried to sell its toothpaste in South East Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth which they find attractive. • The film "Hollywood Buddha" showed a complete lack of cultural sensitivity by causing outrage and protest on the streets of Sri Lanka, Malaysia and Burma when the designer of the film's poster decided to show the lead actor sitting on the Buddha's head, an act of clear degradation against something holy. Bina Nusantara HO 0708 5 • The concept of Big Brother was somehow taken to the Middle East. The show was pulled of the air after its first few episodes due to public protests and pressure from religious bodies stating the show's mixed sex format was against Islamic principles. • A golf ball manufacturing company packaged golf balls in packs of four for convenient purchase in Japan. Unfortunately, the number 4 is equivalent to the number 13 due it sounding like the word "death". The company had to repackage the product. Bina Nusantara HO 0708 6 Culture comes in many shapes and sizes. It includes areas such as politics, history, faith, mentality, behaviour and lifestyle. The examples above demonstrate how a lack of cultural sensitivity led to failure. Bina Nusantara HO 0708 7 Week 1 Concept of Culture – The are many definitions of the word “Culture” – Derives from the Latin “Colere” – Cultivate, to settle, e.g. agriculture, horticulture – Culture is developed within the individual as well as the outside environment – It is continually changing and dynamic – Culture is reflected in communication patterns – Culture is way of acting, a way of behaving – Culture is a collective phenomenon • People who grow up in similar environment tend to share common attitudes and behave in similar ways – Culture is not inherited, it is learned Bina Nusantara HO 0708 8 Week 1 Concept of Culture • CULTURE The web of ways of living, behaviours, beliefs, values, customs, aesthetic standards, social institutions and styles of communication which a group of people have developed to maintain its survival in a particular physical and human environment. Its pervasive binding force belongs to a group of people who identify themselves as “Us”. Culture is a non-evaluative term, neither good nor bad Bina Nusantara HO 0708 9 Week 1 What is Culture? Culture is a complex whole which include knowledge, belief, art, law, morals, custom and other capabilities and habits acquired by man as a member of society (Edward Tylor, 1958) Culture is a complex whole that consists of all the ways we think and do and everything we have as members of society (Robert Bierstadt, 1974) Bina Nusantara HO 0708 10 Week 1 What is Culture? Culture is what all human beings learn to do, to use, to produce, to know, and to believe as they grow to maturity and live out their lives in the social groups to which they belong Culture is the knowledge, language, values, customs material objects that are passed from person to person and from one generation to the next in a human group or society Bina Nusantara HO 0708 11 CULTURE (according to Geert Hofstede) The collective programming of the mind that distinguishes the members of one category of people from another Bina Nusantara HO 0708 12 Week 1 Concept of Culture – Culture is not only the way we do things. It is also our attitudes, thoughts, expectations, goals and values. It is the rules of our society – the norms that tell us what is and what is not acceptable in the society – Culture can also be viewed from an anthropological perspective, that is, in its most traditional interpretation, such as Aboriginal Culture – Culture in the context of social development. If one is cultured, you have an understanding of the arts, etc – Is the elite could have culture, why not the rest? Hence the idea of folk culture represented in dance, food, sport, etc. Bina Nusantara HO 0708 13 Week 1 Benefits to the Tourism & Hospitality Industries of Improved Cultural Awareness • • • • • Bina Nusantara Better service to international guests Improved relations in the workplace Increased return business Improved the industry and the organization reputations Better service to local community HO 0708 14 Three Levels of Uniqueness in Human Mental Programming Specific to Individual PERSONALITY Specific to Group or Category Universal Bina Nusantara CULTURE HUMAN NATURE HO 0708 Inherited & Learned Learned Inherited 15 Week 1 The Cultural Iceberg Visible Components Dress Habits Tradition Appearance Behaviors Language Assumptions Personality Styles Expectations Time Orientation Values Rules/Roles Hidden Thought processes Components Bina Nusantara Space Orientation HO 0708 16 Week 1 Characteristics of Culture (Herbig : 1998) • Functional: each culture has a function to perform; its purpose is to provide guidelines for behavior of a group of people • Social Phenomenon: human being create culture; culture results from human interaction and is unique to human society • Prescriptive: culture prescribes rules of social behavior • Learned: culture is not inherited; it is learned from other members of the society Bina Nusantara HO 0708 17 Week 1 Characteristics of Culture (Herbig : 1998) • Arbitrary: cultural practices and behaviors are subject to judgment. Certain behaviors are acceptable in one culture and not acceptable in other culture • Value Laden: culture provides values and tells people what is right and wrong • Facilitates Communication: culture facilitates verbal and nonverbal communication • Adaptive/ Dynamic: culture is constantly changing to adjust to new situation and environment; it changes as society changes and develops Bina Nusantara HO 0708 18 Week 1 Characteristics of Culture (Herbig : 1998) • Long Term: culture is developed thousands of years ago and it was accumulated by human beings in the course of time and is the sum of acquired experience and knowledge • Satisfy Needs: culture helps to satisfy the needs of the members of a society by offering direction and guidance (Source: Reisinger, 2003, p.14) Bina Nusantara HO 0708 19 Week 1 Subcultures • Dominant culture consists of several subcultures • Subcultures can be based on race, ethnicity, geographic region or economic or social class – Race: a genetic or biological similarity among people (Lustig and Koester, 1993) – Ethnicity: a wide variety of groups of people who share a language, history and religion and identify themselves with a common nation or cultural system (Lustig and Koester, 1993) – Geographical region: geographic differences within countries or similarities between countries – Economic and social class: differences in the socioeconomic standing of people Bina Nusantara HO 0708 20 Week 1 Subcultures • Each subculture community exhibits characteristic patterns of behavior that distinguish it from others within a parent culture • Each subculture provides its members with a different set of values and expectations as a result of regional differences Bina Nusantara HO 0708 21 Week 1 Subcultures Sub cultures indicate the form of private social interaction SUB CULTURE SUB CULTURE DOMINANT CULTURE Dominant culture directs the form of public social interaction Bina Nusantara HO 0708 22 Week 1 Cultural Differences Cultural Differences in Communication Cultural Differences in Rules of Social Behavior Cultural Differences in Social Categories Cultural Differences in Service Bina Nusantara HO 0708 23 Week 1 Cultural Differences in Communication • Different patterns of verbal communication – Language • • • • Phonology (differences in sound) Morphology (differences in meaning units) Semantic (differences in meaning of words) Syntactics (differences in the sequence of the words and their relationships to one another) • Pragmatics (differences in effects of language on perceptions) (Lustig and Koester, 1993) – Paralanguage • Intonation, laughing, crying, questioning Bina Nusantara HO 0708 24 Week 1 Cultural Differences in Communication • Different patterns of non-verbal communication – Body movement (kinesics) – Space (proxemics): Use of personal space (intimate, personal, social, public), Territoriality – Touch – Time – Voice: Vocal communication (high/low, fast/slow, smooth/staccato, loud/soft) – Other non-verbal codes: clothing, building, furnishing, jeweljery, lighting, cosmetics, skin and hair color, body shape Bina Nusantara HO 0708 25 Week 1 Cultural Differences in Social Categories • Role, Status, Class, Hierarchy, Attitudes towards human nature, Activity, Relationships between individuals (Kim and Gudykunst, 1988) • Standing, looking, touching, perceiving sense of shame, feelings of obligations, responsibility, saving face, avoidance of embarrassment, confrontation, taking initiatives, responses and external appearance (Argyle, 1967, 1978; Damen, 1987; Dedd, 1987; Gudykunst and Kim, 1984; Hall, 1955, 1959, 1976, 1983; Taylor, 1974; Thiederman, 1989) Bina Nusantara HO 0708 26 Week 1 Cultural Differences in Rules of Social Behavior • Describing reasons and opinions (Argyle, 1978) • Expressing dissatisfaction and criticism (Nomura and Barnlund, 1983) • Joking, asking personal questions, complimenting and complaining, expressing dislike, showing warmth, addressing people, apologizing, farewelling, expressing negative negative opinions and gift giving Bina Nusantara HO 0708 27 Week 1 Cultural Differences in Service • Cultural differences on the interaction process between a service provider and a visitor Example: Chinese Hosts & American Tourists – Chinese escorting their guests everywhere, providing them with a tight itinerary and not leaving an opportunity to experience the Chinese life style privately. The Chinese hosts believe they have provided their guests with courtesy. – American tourists may view such hospitality as an intrusion and lack of trust. Bina Nusantara HO 0708 28 Week 1 Cultural Dimensions • There are many dimensions of which cultures differ • Some of the dimensions are: – Hall (1960, 1966, 1973) and Hall and Hall (1987) According to Hall, cultures can be differentiated on the basis of orientation towards: • Human nature: agreements • Activity orientation • Human relationships: amount of space, possessions, friendship, communication • Relation to time: past/ future • Space orientation: public/ private Bina Nusantara HO 0708 29 Week 1 Cultural Dimensions – Hofstede (1980, 1984, 1991) • Power distance (PD): interpersonal relationship develop in hierarchical society • Uncertainty Avoidance (UA): the degree to which people feel threatened by ambiguous situations • Individualism-Collectivism (IC): the degree to which individual goals and needs take primary over group goals and needs • Masculinity-Femininity (MF): the degree to which people value work and achievement vs quality of life and harmonius human relations Bina Nusantara HO 0708 30 Week 1 Cultural Dimensions – Adler (1986) • Human activity • Space • Time • Human nature • Relationships with nature • Human relationships – Argyle (1986) • Formality: formal/ informal cultures • Touch: contact/ non-contact culture Bina Nusantara HO 0708 31 Week 1 Cultural Dimensions – Trompenaar (1984, 1993) • Human nature: universalism/ particularism • Relation to nature: internal/ external, inner/outer directed • Activity orientation: achievement/ascription, analysing/ integrating • Human relationships: equality/hierarchy, individualism/collectivism and communitarianism, affective/natural • Relation to time: sequential/synchronic, past/present/future – Maznevski (1994) • • • • Bina Nusantara Human nature: good/evil, changeable Relation to nature: subjugation/mastery/harmony Activity orientation: doing/being, containing and controlling Human relationships: individual/collective, hierarchical HO 0708 32 Week 1 Dimensions of Culture (Sociological Perspective) Cognitif Normative Folk Ways Symbols (informal rules in a society/ tradition) Language Mores (standard social norm) Beliefs Values Bina Nusantara HO 0708 33 SYMBOLS Anything that meaningfully represents something else •A flag patriotism, nationalism, school spirit •A heart love •A dove peace •A siren emergency situation •Gestures express our ideas or feelings to other •Color of clothing gender (blue for boys, pink for girls) Bina Nusantara HO 0708 34 LANGUAGE A set of symbols that express ideas and enable people to think and communicate with one another Language and Gender •The English language ignores women by using masculine form to refer to human beings in general (Basow, 1992) e.g. mankind, man = all human beings •Use of the pronouns he and she affects our thinking about gender •Women are sexual objects that often described by terms such as fox, babe, doll; meanwhile men have performance pressure placed on them by being defined in term of their sexual prowess, such as dude, stud, hunk Bina Nusantara HO 0708 35 LANGUAGE A set of symbols that express ideas and enable people to think and communicate with one another Language, Race and Ethnicity •Language may create and reinforce our perceptions about race and ethnicity •The use of overtly derogatory terms such as nigger, honkey, savage in movies, music, etc •Words are used to create or reinforce perceptions about a group e.g. blacks have been described as “uncivilized and cannibalistic” •Words may have more than one meaning and create and reinforce negative images blackhearted = malevolent Chinaman’s chance of success = unlikely to success Bina Nusantara HO 0708 36 VALUES Collective ideas about what is right or wrong, good or bad, and desirable or undesirable in a particular culture Values provides us with criteria by which we evaluate people, objects and events. E.g. Equality and fairness in a democratic society, tolerance, support for diversity, compassion and generosity Bina Nusantara HO 0708 37 Week 1 Intercultural Interaction Model CULTURAL INTERACTION MODEL (PORTER AND SAMOVAR, 1988) CULTURE A CULTURE B text text text text text tex t x te t tex t Bina Nusantara CULTURE C HO 0708 38 Week 1 Intercultural Interaction Model • Differing shapes of the individual represent the influence of different cultures on an individual • When an individual from Culture A leaves its culture and reaches Culture B, his or her behavior changes because of the influence of a culturally different society. Bina Nusantara HO 0708 39 QUESTIONS? Bina Nusantara HO 0708 40 REVIEW QUESTIONS 1 1. 2. 3. 4. 5. Bina Nusantara In your own words, briefly define the term CULTURE Write 3 hidden and 3 visible components of culture List 3 important benefits of a multicultural work force? What is subculture? Explain cultural differences in communication and service and give examples HO 0708 41