Testing S. Schwartz’s Near-Universal Values in the Chinese Context: A Proverb Approach

1. Testing S. Schwartz’s Near-Universal Values in the Chinese Context: A Proverb Approach Key words: values, list, proverbs and sayings, emic approaches, Schwartz Value Survey (SVS) by Liping Weng Shanghai International Studies University

2. Linking Values Studies to Intercultural Communication • Values as √ part of the culture core √ part of the iceberg-like hidden dimensions of a culture √ the ‘software of the mind’ (Hofstede, 1991) • Studying diverse value emphases as an efficient way to characterize cultures and explain cultural differences

3. Schwartz’s Value Theory & 45 Near-Universal Values A priori theory based research: “Without an a priori theory of the fundamental issues that confront mankind, it is difficult to specify the items needed to reveal all significant value dimensions of cultural variation.”

4. Defining value: “Values are conceptions of the desirable that guide the way social actors select actions, evaluate people and events, and explain their actions and evaluations”

5. Features of Value: Values (are) • beliefs • a motivational construct • transcend specific actions and situations • guide the selection or evaluation of actions, policies, people, and events • ordered by importance

6. Theorizing process: A Priori theorizing Three universal requirements of human existence: biological needs coordinated social interaction survival and welfare needs of groups

7. 10 motivationally distinct value types represented by 57 values (SVS) & 2 bipolar dimensions Circular model to represent the dynamics of compatibility and conflict among all the value types

8. The universal contents and structure of values at individual level

10. 45 out of 57 values with cross-cultural equivalence of meaning to be considered near-universal Three critical issues confronting all societies: relation between the person and the group responsible behavior that preserves the social fabric people’s relations to the natural and social world

11. Three bipolar dimensions of culturewith a coherent circular structure of relations: Embeddedness vs. Autonomy Hierarchy vs. Egalitarianism Mastery vs. Harmony

13. HIERARCHY Humble Authority Wealth Social Power AFFECTIVE AUTONOMY Exciting Life Enjoying Life Varied Life Pleasure

14. Why test? • Two competing approaches to studying values: etic & emic • Importance of a dual etic-emic approach (Pike, 1967) • Cultural relevance and compatibility of Schwartz’s values as an etic framework • Indigenous insights as a complementary perspective

15. Why Proverbs and Sayings? • Emic (localized) expressions • Major carrier and transmitter of cultural values and ideals • Concrete (contextually specific) value measurement (in line with Schwartz’s PVQ)

16. Sayings Involved in the Present Study • chengyu (historical sayings) • yanyu (proverbs) • suyu (folk adages) • liuxingyu (pop cultural sayings) • literary sayings

17. Research Questions • RQ1 – How much do Schwartz’s 45 near-universal values reflect the principles embedded in cultural sayings operative within a group of well-educated young cultural members?

18. RQ2 – In what ways can local values surfacing from the self-selected saying pool complement Schwartz’s list in order to give a more balanced indigenous view of “Chinese values”?

19. Step One Matched Schwartz’s near-universal values with “life-motto” sayings generated by a sample of college women studying English (N=140) 42 out of 45 values were found to have corresponding sayings of varied equivalence strength (unity of nature, a world of beauty and curious were remotely related to a few sayings).

20. Examples of High Equivalence Value: “CHOOSING OWN GOALS” Saying: Follow your own course, and let others do the talking. （走自己的路，让别人去说吧） Value: “RECIPROCATION OF FAVORS” Saying: The kindness of a drop of water will be repaid with a flowing spring. （滴水之恩，当涌泉相报）

21. Etic values differ in thickness [adapted from Geertz’s (1973) “thick description” of ethnography] in the local context

22. An Example… • Schwartz’s value “ambition” in contrast to the Chinese emphasis on entrepreneurship represented by a mix of “hard work/diligence”, “perseverance” and “high aspirations”

23. Step Two Translate Schwartz’s 45 values into two Chinese sayings of highest possible equivalence based on an expanded pool • Each value was given two Chinese cultural sayings of relatively high yet varied equivalence. • Some values were easier to translate than others.

24. Challenges in Translation • Somewhat “culture-bound” designation and differentiation of values e.g., √“social power”, “authority”, and “influential” being treated as three independent values √foreignness of the designation of the value “family security”

25. Importance of recognizing and addressing the thickness of value expressions further revealed e.g., the thickness of the Chinese value “family” in contrast to Schwartz’s “family security”

26. Step Three • Fifteen values were isolated based on respondents’ saying preferences (the top 8 values and the top 41 sayings) generated in Step One • They were integrated with Schwartz’s near-universal value list

27. 3 non-universal “SVS” (Schwartz Value Survey) values: inner harmony, true friendship, healthy • 8 “CVS” (Chinese Value Survey) values: knowledge, self-cultivation, perseverance, harmony with others, resistance to corruption, patriotism, having few desires, kindness

28. 2 “NCVS” (Kulich’s New Chinese Value Survey) values: family, time treasuring • 2 “new” values: optimism, self-confidence

29. Some Examples…

30. Summary of findings Schwartz’s near-universal values seem: • operative in well-educated cultural members’ daily lives – viability confirmed • somewhat influenced by Western culture in terms of designation and differentiation • inadequate in capturing the thickness of value expressions and some of the possible core Chinese values

31. The 60-value (45+15) list may offer a more balanced view of “Chinese values”. • The corresponding proverb list reflecting those values may possibly be developed into an alternative measurement for future Chinese values studies.

32. Future Directions • Comparable male samples • More qualitative research approaches

33. Thank you & Happy New Year!