The Socio-cultural Level of Analysis

1. The Socio-cultural Level of Analysis

2. Obj. 4.2 Examine the role of two cultural dimensions on behavior

3. What are you being asked to do? (page 36 and 37 of your IB syllabus) • Provide a definition of each cultural dimension. • Examine the role that two specific cultural dimensions have on behavior (evaluations and detailed accounts of dimensions can be used). • Provide relevant examples of how this dimension affects behavior.

4. Understanding cultural dimensions • “Dimensions of Culture” is a widely accepted tool that is used to measure cultural differences. • One of the commonly used dimensions is Geert Hofstede’s Cultural Dimensions

5. Understanding cultural dimensions • The contributions from Hofstede’s research data allowed him to develop a model that identifies five primary "Dimensions of Culture" to assist in differentiating cultures. • Power Distance - PDI • Individualism - IDV • Masculinity - MAS • Uncertainty Avoidance – UAI • Long Term Orientation- LTO

6. Important note… • While these dimensions, particularly the first three, are widely accepted in the intercultural training industry, it's important to remember... • Dimensions show tendencies of the country's culture as a whole and do not consider regional subcultures e.g., differences between Northern & Southern U.S., Northern & Southern India etc., which may have substantial differences. • Dimensions are to be used as a guide in understanding the difference in culture between countries; they are not"set in stone." As always, there are exceptions to the rule.

7. Power Distance- PD • PD refers to the degree of inequality that exists - and is accepted - especially by the less powerful members of a group, organization, institution or the society. • High PDI - society accepts an unequal distribution of power and people understand "their place" in the system; concern is more for hierarchy and a reluctance or fear to speak up. • Low PDI - power is shared and well dispersed and people view themselves as equals.

8. Power Distance (China High, USA Low)

9. Individualism-IDV • IDV refers to the strength of the ties people have to others within the community. • High IDV - loose connection with people, little sharing or responsibility. Tendency to use the "I" form more frequently, sometimes perceived as arrogant, self-centered. • Low IDV - strong group cohesion, harmony is "key." Tendency to use the "WE" form more frequently, sometimes perceived as indecisive, weak will, not assertive, not aggressive, hierarchical.

10. Individualism-IDV (USA High, India/China Low

11. Masculinity - MAS • MAS refers to an indication of the esteem in which the traditional masculine role model of achievement, control and power is held. • High MAS - In a MAS cultures, there is a high level of male dominance and less gender equality. • Low MAS - In a low MAS cultures, there is greater equality between males and females and an appreciation of feminine values such as compromise, etc.

12. Masculinity-IDV (China high, Sweden low)

13. Uncertainty Avoidance Index - UAI • UAI refers to the culture's tolerance for ambiguity, unstructured situations & unplanned events. • High UAI - people with high UAI work well within a structured environment, under strict laws, rules and guidelines. • Low UAI - people with low UAI can tolerate uncertainty and welcome freedom of opinions, try to have as few rules as possible.

14. Long Term Orientation - LTO • LTO refers to the degree to which the society upholds traditional values. High or low dimensions predispose countries to resist or accept change. • High LTO - In a high LTO workplace, the society is entrenched in traditions, which often means that long term commitments and hard work as a plan for future rewards outweigh the need for rapid change. • Low LTO - In a low LTO culture, a society change can occur faster since long term traditions do not impede them.

15. Long Term Orientation (China High, USA Low)

16. Discussion on Individualism • Cultures differ with respect to how they socialize their members to develop identities that are either individually or collectively based. • In individualistic cultures: • the individual is emphasized more than the group • persons are viewed as unique • individual autonomy and self-expression are valued • competitiveness and self-sufficiency are highly regarded

17. Discussion on Individualism/collectivism • Societies high on collectivism are characterized by giving priority to the goals of important groups (e.g. extended family, work group) and define one’s identity on the basis of one’s membership of such groups.

18. Discussion on Individualism/collectivism So, in collectivist cultures: • the group is emphasized more than the individual • the self is defined by long-standing relationships and obligations • individual autonomy and self-expression are not encouraged • there is more of an emphasis on achieving group harmony rather than on individual achievement

19. Discussion on Individualism/collectivism • Examples of cultures usually classified as individualist include North American culture (USA, Canada), Western European culture (e.g. UK, Germany), Australia and New Zealand. • Collectivist cultures include several Asian cultures, for example, China and Japan.

20. Understanding collectivist and individualist cultures • Markus & Kitayama have argued that different individualist cultures can influence the way people construct the self. • These different constructions impact people’s cognitions, emotions and behaviors.

21. Understanding collectivist and individualist cultures • In individualist cultures there is an emphasis on individual differences. • These cultures also reward personal goals and achievements • Social relationships are mainly characterized by competition; people see themselves as unique individual selves, separate from others.

22. Discussion Question • Would compliance be more prevalent in individualist or collectivist cultures? Why?

23. Culture and compliance • Collectivist cultures (typically East Asian) conform more because nonconformity is more strongly associated with deviance (Kim & Markus, 1999). • Western cultures have more individualist attitudes so people from those cultures are less likely in general to conform.

24. Characteristics that are conducive to conformity • Deep cultural values that are found in collectivist cultures include the following: • Obedience • Self-Discipline • Politeness • Honoring of Parents and Elders • Maintain Social Order

25. Other things to consider with individualist/collectivist cultures… • Bond and Smith’s research on dimensions has shown other significant findings with Social Differences: • Collectivists tend to have fewer interpersonal relationships, but the ones they have are typically stable and longer lasting. • In social situations, collectivists avoid blunt honesty, and avoid sensitive issues. • Collectivists are more likely than individualists to prejudge people based on group identity.

26. How much can we or should rely on cultural dimensions??? • Triandis et al. (1990) warn against oversimplification with cultural dimensions. • He stressed that individualist values can correlate to independent behaviors, but that collectivist individuals can be produced in an individualist society and vice versa.