Transcript cbch12.ppt
Chapter 12
Cultural Influences: Generalization
and Cross-Cultural Perspectives
Copyright Atomic Dog Publishing, 2003
Chapter Spotlights
Cultural generalizations
Cross-cultural perspectives
Culture in the U.S.
Copyright Atomic Dog Publishing, 2003
Cultural Generalizations
Culture is pervasive
It’s in most every corner of people’s lives
High-context style—is where the
communication has most of the information in
either the physical way it’s presented or the
person receiving it already knows the meaning
Low-context style—the knowledge of the ins
and outs of the society is not as widespread
Culture is functional
Copyright Atomic Dog Publishing, 2003
Generalizations (continued)
Culture is
learned/shared
Enculturation: learning
about one’s own
culture and/or
assimilating into it
Acculturation: learning
about the ways of a
culture which is
foreign and/or
assimilating into it
Copyright Atomic Dog Publishing, 2003
Socialization
The process through which we strive to acquire
the characteristic ways of behaving, the values,
norms, and attitudes of the social unit of which
we are part
Influences on socialization
Family
Religion
Education
Mass media
Copyright Atomic Dog Publishing, 2003
Culture Is Dynamic
It undergoes constant change
Major factors contributing to change are:
Technology
Cultural diffusion: occurs when people in one
culture become exposed to people and/or ways
of another culture (e.g., the “western”
influence, or “eastern” influence)
Natural, political, and conflict events
Climatic changes, earthquakes, wars, etc.
Copyright Atomic Dog Publishing, 2003
Culture Is Environmentally
Dependent
Refers to the influence of geography and
natural resources on culture
Weather patterns (temperature, precipitation,
length of days, hours of sunlight, etc.)
Topography (living in a mountainous area as
opposed to ocean-side area or the plains)
The abundance of oil, availability of timber,
minerals, water, etc.
Copyright Atomic Dog Publishing, 2003
Rejection of Culture
It is most common in
periods of political,
social, economic or
technological change
Four rejection paths:
Hedonism
Etherealization
Search for community
Activism
Copyright Atomic Dog Publishing, 2003
Cross-Cultural Perspectives
Is there a global culture?
It is a myth!
Economic integration (EU, NAFTA) versus
political disintegration (the former Soviet
Union, Czechoslovakia, Yugoslavia)
Comparing and contrasting cultures is a
multifaceted venture
Copyright Atomic Dog Publishing, 2003
The Consumer’s Culture View
Ethnocentrism: the tendency to view one’s own
culture as better or even superior to others
Consumer ethnocentrism: tendency to desire to
buy goods or services only from native land (a
measure: The CETSCALE)
Cultural animosity: having a strong aversion (or
hatred, in some cases) to people of another
particular country
Cultural relativism: judging or viewing any
behavior, value, or norm within its own social or
cultural setting
Copyright Atomic Dog Publishing, 2003
Cultural Comparison—A Key
Values Approach
Individualism versus collectivism cultures
Individualism: putting one’s own advancement
and welfare ahead of everybody else’s
Collectivism: putting the good of others, the
groups we belong to, and the society at large
above our own
How would you classify the U.S. culture?
Copyright Atomic Dog Publishing, 2003
Masculinity Versus Femininity
Masculine societies—male roles are considered
superior to those of the female
High value placed on monetary gain, material
possessions, competition, being successful, being
assertive, and aggressive
Feminine societies—female roles are considered
as superior
High value placed on nurturing, family, quality of life,
social responsibility, and environmental quality
Copyright Atomic Dog Publishing, 2003
High Versus Low Power Distance
Cultures
Power distance relates to the level of social
inequality and how willing members of a society
are to accept authority at all levels
Very high power distance cultures: difference in power
between the most and least powerful individuals or
groups is great; authority is readily accepted
Low power distance cultures: informal relationships,
more equality, and shared authority
Copyright Atomic Dog Publishing, 2003
High Versus Low Uncertainty
Avoidance Cultures
Cultural acceptance levels of ambiguity are
indications of willingness to avoid
uncertainty
High uncertainty avoidance (a “certainty”
culture)—routinized behavior patterns, many
rules and regulations, low tolerance of new
ideas and ways to do things
Low uncertainty avoidance (an “uncertainly”
culture)—”go with the flow”
Copyright Atomic Dog Publishing, 2003
Abstract Versus Associative
Thinking Cultures
Abstract thinking—cultures where members
are logical thinkers interested in the
principle of cause and effect,
Associative thinking—cultures where
connections or associations with people,
celebrities, and events impact on the
importance of things,
Copyright Atomic Dog Publishing, 2003
The Confucian Dynamic Impact
on Cultures
Confucian Dynamic scale includes the
following values at its positive end: persistence,
hard work, thrift, shame, and regard for
relationships that indicate a future-oriented
dynamic mentality (on the opposite end are
values indicating a static mentality)
Copyright Atomic Dog Publishing, 2003
Culture in the United States
Traditional American
values and
consumption (see
Exhibit 12-3)
Emergent American
values and
consumption (see
Exhibits 12-5 & 12-6)
Copyright Atomic Dog Publishing, 2003