21811 CCA Lecture 3

1. 21811 CCA Lecture 3 • Complete Week 2 material: ^ Hofstede in the 21st century. ^Other related ‘etic’-type work. ^Some critique. • Another view... Ed Hall and ‘context.’

2. Hofstede’s work: Dated or Enduring? • Bulk of data from 1967-1973 (with later corroboration) • Hofstede (2001) limited convergence of cultural values …although richer=more individualistic. • And (2001), p.455, ‘for the next hundred years, countries will remain culturally very diverse’. • Basic change (for Hofstede) over 50-100 years or due to extremely dramatic outside events

3. Other work within this tradition • Trompenaars’s 7 dimensions-based on solutions ‘did the pedestrian die?’ • Hall. ‘High’ and ‘low’ context societies, based on communication patterns (see Week 3.) • Minkov (2007) e.g. Indulgence v Restraint

4. Do the ‘etic’ approaches coalesce? • Hofstede’s high collectivism • Trompenaars’s ‘diffuse’ societies • Hall’s key importance of relationships in high context countries e.g. in Japan

6. Beyond criticism? • alternative ‘emic’ approach – ref also Week 4 • how do ‘etic’ approaches help us manage multi-cultural groups when they ‘clash and fuse’ in everyday life’? • Convergence and globalisation - see Week 5

7. Another ‘etic’ (comparative) approach: High and Low Context cultures • Edward Hall (1959 & 1990) • Cultures distinguished by preferred communication style. • ‘Context’ ?

8. High and Low Context Cultures • An historical meeting

9. Some profound differences • Overt/covert messages (coding) • Locus of control (‘face’) • NVC • Expression/masking • Cohesion/bonds • Relationship/task • Time • Space (see also Weeks 6 & 7)

10. Low and high context exists in any one society

11. ‘Etic’ Comparative approach • Bedrock of knowledge when understanding culture in business. • Subtle differences within an overall frame. • Time to move on? See Week 4.

12. http://www.youtube.com/watch?v=DsIOwPACyOw