CHAPTER 5
CULTURAL PATTERNS &
COMMUNICATION:TAXONOMIES

Review Chapter 4
 Beliefs: An idea that people assume to be true about the world
 Central beliefs- cultural teachings
 Peripheral beliefs- personal theories
 Example-prayer
 Values: cultures belief on what is good or bad
 Valence- +/-
 Intensity- importance of value

Review Chapter 4, Cont’d
 Norms: cultural expectations & appropriate behaviors/social sanctions
 Social practices: typical behavior patterns
 Informal
 Formal

II.
Hofstede’s Cultural
Taxonomy

Low Context
 Low-Context = most information is stated explicitly in the verbal message
 German, Swedish, European American,
English
 Explicit codes
 Every statement must be precise
 Overt messages
 Time highly organized
 http://www.youtube.com/watch?v=8tIUilYX
56E&feature=related

High Context
 High-Context = most information is the context or person rather than the verbal message
 Japanese, African American, Mexican, Latino
 Implied messages
 Apart of values, norms, beliefs, social practices
 Covert messages
 In-groups
 Time less structured

Individualistic = puts the individual first, over the group http://www.youtube.com/watch?v=4uFa0hB
PqOY&feature=related

promotes group values as most important

Power Differences
 1.
High Power Distance = power is in the hands of a few
 http://www.youtube.com/watch?v=sqaa42gb qhA
Brazil
India

Low Power Distance power is evenly distributed throughout the citizenry
Denmark New Zealand

Masculine vs. Feminine
Gender roles are distinct
Taught by culture
Masculine Cultures
Acquisition of wealth
Men- Assertive/ Women-Nurturing
Sex role clearly defined
Austria, Italy, Japan, Mexico, USA
Feminine Cultures
Caring for others
Equality of sexes
No gender roles
-Chile , Portugal, Sweden

Long-term vs. Short-term orientation
•Long-term
•Value Tradition
•Social Obligation
• ex: Work for a company all there life
•Ex: Chinese Culture “ year of the Dragon”
•Short-term
•Quick results
•Ex: Monthly “Gemini”
Time Orientation: point of reference about life and work http://www.youtube.com/watch?v=UOE4nuivNKI&featur e=related

The extent to which cultures handle ambiguity
Uncertainty Reduction: the more we reduce uncertainty, the greater comfort we feel http://www.youtube.com/watch?v=Qem46KU
MIOM