Cultural Theory

Intercultural Encounters

Geert Hofstede

  • Value dimensions
  • Research to identify national cultural differences and similarities
  • Does not distinguish between culture and country
    • One country = one culture, just to make it easier
    • 6 Dimensions

 

  • Power distance(PD)
  • Collectivism/individualism
  • Uncertainty avoidance(UA)
  • Femininity/masculinity
  • Long-term/short-term orientation
  • Indulgence versus restraint

 

 

Power distance

  • To what extent people accept that are more powerful than others
  • High power distance
    • Hierarchical society
    • Centralized organizational structure
    • Powerful leaders
    • Children depends on parents/leaders
  • Low power distance
    • Try to minimize differences in power
    • Flat organizational structure where leaders  often seek their employees advice
    • Children and students  are encouraged to be independent
    • This is where we find Denmark

 

Collectivism/individualism

  • Collectivist country
    • The group is more important than the individual
    • The individual is loyal to the group
    • The individual is protected by the group
    • Think in terms of “we”
    • Give up independence
  • Individualistic country
    • The individual human being is more important than the group
    • Think in terms of “I”

 

Uncertainty avoidance

  • How people deal with life
  • Weak uncertainty avoidance
    • Let’s solve the problems when we face them
    • Relaxed attitude towards life
    • Not afraid of taking risks
  • Strong uncertainty avoidance
    • Let’s protect ourselves against uncertainties of life by making many formal rules
    • Important to observe the generally accepted rules of for instance how to dress, communicate, hold meetings, and write reports

 

Masculinity/Femininity

  • Masculine countries
    • Women are caring, modest, educative
    • Men are self-assured, competitive, dominant
    • Important to strive to achieve personal results + expect to be awarded
  • Feminine countries
    • The difference between men and women is much smaller
    • They are more equal
    • Sympathy for the weak, the strong help the weak
    • Men are caring, modest
    • More important with personal relationships than career
    • About/focus on quality of life

 

Short-term/long-term orientation

  • Short-term
    • Satisfying needs
      • If you want something, you need it now
    • Pursue personal fulfilment
  • Long term
    • You have to work hard in your life
    • Continue working, even though it is difficult
    • Important to have good skills + education

 

Indulgence vs restraint

  • Focus on happiness + how to control your desires and impulses
  • Indulgence
    • Your allowed to fulfil your natural needs, to have fun, enjoy life and so on
  • Restraint
    • Try to keep it down, suppress your natural desires
    • Strict social norms