Social Psychology: Culture
Introduction:
 Different cultures display different behaviours, assumptions
and values
 Often the behaviours, assumptions and values underlying
one’s own culture are relatively transparent until we interact
with another culture
 Some of the key behaviours that differentiate cultures
include:
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Use of personal space and territory
Expressiveness
Pace of life
Strength of role expectations
Significance and role of religion
 The world is getting smaller and we are becoming more
aware of other peoples cultural differences – how these
differences can influence behaviour and in turn
characteristics of the built environment that support culturally
specific behaviour can be subtle and profound
 One of the key ways that cultures can differ is in terms
individualistic and collectivistic characteristics
o Collectivistic : emphasis is on the collective (group)
and solidarity (Africa, South America, Central
America, India, Asia)
o Individualistic: emphasis is on the individual and self
reliance (North America, Western Europe)
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Culture – a definition:
1) a program of shared rules that govern the behaviour of a
community or society. Rules for:
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getting along with people
raising children
making decisions
using tools (technology)
using symbols (writing, gestures, awards, gifts, etc.)
2) a set of values, beliefs and attitudes shared by most members
of a community
Cultural psychologists: study how the rules of culture affect
people’s behaviour (development of values, beliefs and attitudes)
Cross cultural psychologists: study cultural commonalties and
differences
Anthropologists: study the economics and customs of cultures
Some important issues in the study of culture and behaviour:
 difficult to study because the language used in asking questions
differs between cultures and influenced by cultural rules values
and beliefs. Many cultures have concepts that can’t be
translated or that have different importance.
 for example, concept of filial piety is very important in Chinese
culture but it is not emphasized nearly as much in Europe and
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North America (honouring, respecting, obeying and providing
financial support to ancestors)
 we should not simply accept that cultures are different but we
should ask why they are different.
 the principle mechanisms responsible for cultural differences
are:
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economic underpinnings
history
survival needs
environment
Communications
Body Language:
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gestures
facial expressions
display of emotion and when emotions are displayed
personal space
High context cultures:
 usually very homogeneous
 lots of shared knowledge
 considerable attention to non-verbal sources of information
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Low context cultures:
 not very homogenous (Canada, United States)
 emphasis is on words and articulation of ideas and not on nonverbal cues)
Time:
Monochromatic cultures (Europe, North America)
 linear, sequential use of time
 emphasis on punctuality
 influenced by industrialization– the need to be at work on time
and the emphasis on productivity
Polychromatic cultures: (Mexico, South America)
 many things done simultaneously
 priority often given to family
 being on time is of less significance than in monochromatic
cultures
 influenced by agrarian economies
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Identity
Individualistic cultures: (North America, Western Europe)
 emphasis is on the individual over the group
Collectivist cultures: (Japan, China)
 emphasis on the group over the individual
Identity affects:
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language
which personality traits are valued
how emotion is expressed
the value of relationships and which are most valued
the value placed on personal freedom
Sex roles
 highly affected by nature of the economy
 agrarian and hunter gathering economies have a greater need to
differentiate sex roles because of the utility of dividing types of
labour between males and females
 industrial economies have less need to divide types of labour
between males and females
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 industrial economies have greater technology and with this
comes birth control which allows less need to differentiate
between sex roles
 only in recent history with highly industrial economies do we
see males and females doing the same jobs and even serving
together in the military
Reducing cultural prejudice:
 cultures need to have equal status and economic standing
 different cultures need to cooperate and work together toward a
common goal
 different cultures must have the same moral, legal and economic
support of authorities
 different cultures must have opportunities to work and socialize
together, formally and informally
 the need to overcome what might be biologically built in
tendencies to develop prejudice as a way of creating identity at
both an individual, cultural and national level (ethnocentricity)
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Cross-cultural differences in the uses and structure of time:
Monochromatic Cultures
Low in context
Do one thing at a time
Concentrate on the job
Take time commitments seriously
Give the job first priority
Adhere religiously to plans
Concerned with not disturbing others –
value privacy
Like own space or private office to work in
Show great respect for private property –
seldom borrow or lend
Emphasize promptness
Develop many short – term relationships
Polychromatic Cultures
High in contest
Do many things at once
Are highly distractible and subject to
interruptions
Consider time commitments an objective to
be achieved if possible
Give people first priority
Change plans often and easily
More concerned with relationships than
privacy- may not even have a word for
privacy
Freely share working space which
facilitates the flow of information
Borrow and lend things often
Care less about own promptness then other
people’s needs – are almost never on time
Build lifetime relationships
Source: Hall and Hall 1990
Individualist and Collective Cultures
Concept of self
Life task
What matters
Coping method
Morality
Relationships
Attributions
Individualism
Collectivism
Independent (identity from
individual traits)
Discover and express one’s
uniqueness
Me – personal achievement
and fulfillment – rights and
liberties
Interdependent (identity
through belonging)
Maintain connections – fit
in
We – group goals and
solidarity – social
responsibility and
relationships
Accommodate to reality
Defined by social networks
– duty based
Few – close and enduring –
harmony required
Change reality
Defined by individuals –
self based
Many – often temporary or
casual – confrontation
acceptable
Behaviour reflects one’s
personality and attitudes
Behaviour reflects social
norms and roles
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Source: Schoenman and Triandis 1999
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