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CulturalGroupingsofVillagesinAmparaDistrict,EasternProvinceofSriLanka:AnapplicationofHofstedianCulturalDimensions

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MohamedIsmailMohideenBawa

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Ismail, M. B. M. (2012), “Cultural Groupings of Villages in Ampara District, Eastern Province of Sri Lanka: An application of Hofstedian Cultural Dimensions”, Shankya International Journal of Management and Technology, Vol. 3. Iss.1, pp. 12 – 19.

Cultural Groupings of Villages in Ampara District, Eastern Province of Sri Lanka: An application of Hofstedian Cultural Dimensions

Ismail, M. B. M.1

Abstract

People differ in terms of cultural characteristics. A number of cultural studies have been conducted in organizational settings rather than village- level cultures. Research problem lies on cultural groups of villages and Hofstedian cultural dimensions. Purpose of this research is to group villages in Ampara District using Hofstedian cultural dimensions. In order to support this research problem, previous literatures have been reviewed along with Hofstedian Five Dimensions of Culture representing a research framework. 12 villages in Ampara coastal belt of Eastern Province have been selected on the basis of convenience of the researcher as primary sampling units. 240 villagers have been selected as respondents. Primary data collection method is used using questionnaire. Stacked and multiple bar chart are used for presenting data whereas descriptive and Pearson correlation are used for analyzing data. It is concluded that villages in Ampara District, Eastern Province of Sri Lanka can be grouped in terms of cultural dimensions of Hofstede such as power distance, individualism, masculinity, uncertainty avoidance and long- term orientation.

Keywords: Ampara District, Cultural Groupings, Hofstedian Cultural Dimensions, Sri Lanka.

1. Introduction

People differ in terms of cultural characteristics. A number of cultural studies have been conducted in organizational settings other than village- level cultures. For instance, Andre A. Pekerti and Catherine T. Kwantes (2011) empirically examined the effect of culture on the way people perceive and assign causes to events in organizations. Arpita Joardar, (2011) studied A local workgroup’s initial acceptance of a newcomer from a different culture is determined by the group members’ expectations of the newcomer that are influenced by his/her category stereotypes.

Jean-Claude Usunier, Olivier Furrer and Amandine Furrer-Perrinjaquet (2011) studied cross-nationally whether managers view corporate social and economic responsibility as compatible, or incompatible. Anne-Marie Søderberg and Nigel Holden (2002), Andre A. Pekerti and Catherine T. Kwantes (2011), Arpita Joardar, (2011), Jean-Claude Usunier, Olivier Furrer and Amandine Furrer-Perrinjaquet (2011), David AL Coldwell and Andrea Fried (2011), Garry D. Bruton and David Ahlstrom (2008), Caroline Hussler (2004), Hanusch, F (2008) and Wickramasinghe, Danture; Joannides, Vassili; Berland, Nicolas (2010) have studied culture in terms

of organizational setting. Few have studied culture with macro variables. There are only few studies which concentrated on village level culture. Hofstedian cultural dimensions are key in formulating a base for cultural understanding. Hofstede have identified five cultural dimensions for national or international cultural studies. Hofstedian cultural dimensions are suited to such broad level studies. Researches have grouped countries in terms of these cultural dimensions. However, few researches have been conducted in village – level cultural analysis. Researcher has been motivated to group selected villages in terms of Hofstedian cultural dimensions. Research is organized as statement of the problem, research problem and objective, need for the research, literature review, approach to the study, methodology, results, discussion of findings, conclusions, policy implication and avenues for further research.

2. Statement of the problem

Multiculturalism contributes a lot to make policies in villages and cities. Further, It is the foundation for creating a new class among villagers. The same idea has been quoted by several authors. Magala, S. J. (2004) studied about cultural background of identities which calls for upholding of values, but realities of multicultural interactions require cross-cultural compromises. Compromises begin already with the introduction of the term multiculturalism, which served both as a platform for cross-cultural urban policies in major western cities and for a non-class analysis of a new class structure. For the purpose of analyzing cultural backgrounds of several villages, researchers need a generally acceptable constructs and variables in a sense. On this basis, the work

of Hofstede is unavoidable and gives a strong base for analyzing national and cross- cultural backgrounds. Using these national and international constructs and variables with respect to culture, village – level culture can be formed. There are positive arguments as well as criticisms with regard to Hofstedian cultural dimensions too. However, it is accepted long ago for analyzing national cultures. Individual culture composes family and societal culture which leads to national culture. Therefore, there is a hierarchy starting from individual level of culture to national level and multi- national levels too. Robustness of Hofstede’s model of national cultures’ dimensions lies in his correct prediction of the evolution of hierarchic bureaucracy, while weaknesses result from the extended scope of dimensions, which require “unzipping” and from excessive reliance on the nation-state led process of socialization. Unzipping, already started in research communities (both friendly, unfriendly and neutral with respect to the author of “Culture’s Consequences”) is being slowed down by Hofstede’s precarious institutional embedding in academic communities. De-nationalization is accelerating due to the new integrating processes of regional globalization. In addition to empirical findings, a pilot study has been conducted to define the problem. Small villages such as Oluvil and Palamunai have similar cultural characteristics whereas bigger villages such as Akkaraipattu and Addalaichenai represent similar cultural characteristics. Further, Kalmunai and Sainthamaruthu have similar cultural backgrounds. But, there is a unanimous agreement among these village groups with respect to Hofstedian cultural dimensions such as power distance, individualism, masculinity, uncertainty avoidance and long- term orientation.

3. Research problem and objective

Research problem is identified by empirical evidence of Magala, S. J. (2004) and pilot survey conducted by researcher in selected few villages. Research problem lies on cultural groups of villages and Hofstedian cultural dimensions. Hofstedian. Researcher questions “whether villages in Ampara Districts can be grouped in terms of cultural dimensions of Hofstede? ” as research question. Purpose of this research is to group villages in Ampara District using Hofstedian cultural dimensions.

4. Need for research

Since cultural differences are sources of conflict they have to be handled for conflict resolution. This connotation has been highlighted by Anne-Marie Søderberg and Nigel Holden (2002) who said that cross cultural management is often regarded as a discipline of international management focusing on cultural encounters between what are perceived as well-defined and homogeneous entities such as the organization and the nation-state, and offering tools to handle cultural differences seen as sources of conflict or miscommunication. Other researchers like David AL Coldwell and Andrea Fried (2011) indicated that the learning organization has been put forward as an effective way of conflict management through the adoption of the disciplines of personal mastery, mental models, team learning, systems thinking and shared vision, but this depends to a large extent on the transferability of the concept cross-culturally. Cultural studies play vital role. Culture has been examined with other fields such as corporate social responsibility and Human Resource

Management in recent years. Its popularity goes not only in the area of corporate social responsibility but also in HR practices. Authors termed as Jean-Claude Usunier, Olivier Furrer and Amandine Furrer-Perrinjaquet (2011) expanded cultural studies towards corporate social responsibility. David AL Coldwell and Andrea Fried (2011) investigated the transferability of the learning organization concept in British, German and South African contexts with a sample of university-based human resource (HR) management employees. Research contributes to society with whom individuals or people can join as strategic partnership for the mutual benefits of each other village. When villages form simple and few coalitions among themselves each village can share their view points and assist each other for the betterment of all villages. Literatures in village- level with regard to culture are poor. Researcher believes that this study can bridge such gap when completing this research.

5. Review of Literature

5.1 Previous literatures

Societal cultural researchers have engaged researches in such areas recently. Researches focused on how one cultural group differs from others. Quantitative cross-cultural societal studies became prominent since long ago. Mark F. Peterson and Mikael Søndergaard (2011) indicated that quantitative societal culture research (QSCR) in organization studies a configuration of social science perspectives and methods that became prominent in the 1970s. They considered the qualities of and boundaries around cultural groups that this tradition emphasizes, and other characteristics of cultural groups that it does not emphasize. Current debates surrounding

this tradition reflect both recent social science innovations and rediscoveries of early social science perspectives. Their analysis of quantitative cross-cultural societal research in organization studies considered this process of crystallization, innovation and rediscovery. They suggested ways to address current controversies and promote conversations with other research approaches. Hofstedian cultural studies have increased awareness all over the World. Hofstede has paid special attention on cross- cultural studies. It can be argued by the researcher that Hofstedian cultural dimensions can be directly applicable to national level. Further, it can also be applied in narrow geographical area which comprises similar characteristics of people. Slawomir Magala (2011) stated in a conference about ‘Cross-cultural Life of Social Values’, Growing criticism of quasi-paradigmatic model of national culture (the Hofstedian canon) manifested increasing awareness of the need for a sustainable, ‘culturally attentive’ perspective on cross-cultural comparative studies. Latest AoM publications confirm post-paradigmatic shifts in theories of national and organizational cultures and in professionalization of cross-cultural competence. Past researches had indicated culture along with some other macro environmental variables. Of all macro environmental variables, culture plays significant role in among different countries. Caroline Hussler (2004) examined the geography of knowledge flows within Europe using European patent citations. It was aimed at analyzing whether technologies flow more rapidly among countries that share similar economic, geographic, technological or cultural characteristics. The specificity of their approach consisted in integrating indicators of culture and cultural similarity. The empirical results suggested that cultural

distance has only a mitigated and moderate impact in comparison with other proximities. On the contrary, cultural belonging is shown to influence the geography of knowledge flows and innovation. More precisely, if some populations develop thanks to external knowledge exploitation, others rather explore internal new ideas and knowledge. In such a differentiated context (they found three types of culture), the efficiency of innovative policy seems to be culturally dependent. Wickramasinghe, Danture; Joannides, Vassili; Berland, Nicolas (2010) indicated that all studies had failed at explaining the determinants of accounting situations and practices. These critiques called for alternative cultural/diversity studies in accounting research, promoting new settings, theoretical frameworks, and methods. In that context, paper aimed at critically reviewing the situation of diversity/cultural accounting research ten years later. This research purported to analysed the contributions of post-Hofstedian research to accounting knowledge. They found that post-Hofstedian research offers large variety of approaches and contributions to knowledge, which, compared against the outcome of Hofstede-based studies, is quite a scientific revolution (as defined by Kuhn, 1970). Despite diversity and discontinuity, all these publications have in common that they make culture part of the social environment in which an accounting situation is observed. This led all authors to spend room making that context clear to the reader before conceptualisation commences. In other words, post-Hofstedian research unbound culture, accounting, organisations and society. These previous literatures have been studied by different authors in different time intervals. They have been done in different settings. This research is in Srilankan

context specially, villages in Ampara District, Eastern Province of Sri Lanka.

5.2 Hofstedian Five Dimensions of Culture

5.2.1. Power/ Distance (PD): This refers to the degree of inequality that exists and is accepted among people with and without power. A high PD score indicates that society accepts an unequal distribution of power and people understand "their place" in the system. Low PD means that power is shared and well dispersed. It also means that society members view themselves as equals.

5.2.2. Individualism (IDV): This refers to the strength of the ties people have to others within the community. A high IDV score indicates a loose connection with people. In societies with a high IDV score, there is a lack of interpersonal connection and little sharing of responsibility beyond family and perhaps a few close friends. A society with a low IDV score would have strong group cohesion, and there would be a large amount of loyalty and respect for members of the group. The group itself is also larger and people take more responsibility for each other's well being.

5.2.3. Masculinity (MAS): This refers to howmuch a society sticks with, and values, traditional male and female roles. High MAS scores are found in countries where men are expected to be tough, to be the provider, to be assertive and to be strong. If women work outside the home, they have separate professions from men. Low MAS

scores do not reverse the gender roles. In a low MAS society, the roles are simply blurred. You can see women and men working together equally across many professions. Men are allowed to be sensitive and women can work hard for professional success.

5.2.4. Uncertainty/Avoidance Index (UAI): This relates to the degree of anxiety society members feel when in uncertain or unknown situations. High UAI-scoring societies try to avoid ambiguous situations whenever possible. They are governed by rules and order and they seek a collective "truth". Low UAI scores indicate the society enjoys novel events and values differences. There are very few rules and people are encouraged to discover their own truth.

5.2.5. Long Term Orientation (LTO): This refers to how much society values long-standing – as opposed to short term – traditions and values. This is the fifth dimension that Hofstede added in the 1990s after finding that Asian countries with a strong link to Confucian philosophy acted differently from western cultures. In countries with a high LTO score, delivering on social obligations and avoiding "loss of face" are considered very important.

6. Approach for the study

Following literature review, researcher uses Hofstedian cultural variables along with village perception in order to derive a research framework which is depicted in figure 1.

Village perception

Power/Distance

Individualism/collectivism

Masculinity/Feminism

Uncertainty/Avoidance

Long-term orientation

Figure 1 Research framework of Hofstedian cultural dimensions

7. Methodology

7.1 Primary sampling units

Primary sampling units are villages where research is carried out. 12 villages in Ampara coastal belt of Eastern Province have been selected on the basis of convenience of the researcher.

7.2 Secondary sampling units and sample size

Of the 197470 villagers in 12 villages in Ampara District, Eastern Province of Sri Lanka, 246 villagers have to be selected as respondents for answering in terms of the statistical size of sample. Researcher selected only 240 villagers as respondents.

7.3 Data collection

Primary data collection method is used using questionnaire. Questionnaire consisted of personal profile and Hofstedian five dimensions. 450 questionnaires were

distributed among the villages of Ampara Coastal District (ACD). 300 questionnaires were in usable condition. 240 respondents were considered for data presentation analysis.

7.4 Data presentation and analysis

Stacked and multiple bar chart were used for presenting data whereas descriptive and pearson correlation were used for analyzing data. Figure 2 shows staked bar chart for villages. Figure 3 shows multiple bar chart for villages as shown below.

8. Results

8.1 Descriptive statistics

Sum of all respondents in Addappalam, Oluvil, Palamunai and Meenodaikkattu are below 60. Respondents of all other villages are above 100 except Maaligaikkadu. Average number of respondents in Addappalam, Oluvil, Palamunai and Meenodaikkattu are below 6. Respondents of all other villages are above 10 except Maaligaikkadu.

8.2 Pearson correlation

Pearson correlation value between Maruthamunai, Nintavur and Akkaraipattu is more than 0.75. Pearson correlation value between Kalmunai, Saainthamaruthu and Maaligaikkadu is more than 0.72. Pearson correlation value between Addappalam, Oluvil, Palamunai and Meenodaikkattu is more than 0.84. Pearson value between Pottuvil, Addalaichenai and Akkaraipattu is more than 0.67.

8.3 Pilot study

Pilot study conducted to define the problem revealed that small villages such as Oluvil

and Palamunai had similar cultural characteristics whereas bigger villages such as Akkaraipattu and Addalaichenai

Figure 2 staked bar chart for villages

Figure 3 multiple bar chart for villages.

represented similar cultural characteristics with respect to Hofstedian cultural dimensions such as power distance, individualism, masculinity, uncertainty avoidance and long- term orientation. The same has been proved by Pearson correlation values in research.

9. Discussions of findings

Villages such as Maruthamunai, Nintavur, Addappalam and Akkaraipattu can be grouped into village group 1 denoted by Capital letter “A”. It is because Maruthamunai is situated in boarder line of Ampara District. However, it follows cultural characteristics similar to Nintavur, Addappalam and Akkaraipattu. Villages such as Kalmunai, Saainthamaruthu, Maaligaikkadu and Nintavur can be grouped into village group 2 denoted by Capital letter “B, C & D”. It is because these villages starting from south of Maruthamunai are

situated closed. They share similar cultural characteristics among them. Village Nintavur share cultural characteristics similar to those of Maruthamunai, Kalmunai, Addalaichenai, Akkaraipattu and Pottuvil. It is because village Nintavur is situated in middle of Ampara District. Villages such Maruthamunai and Kalmunai are situated on the verge of north side of Nintavur. Villages such as Addalaichenai, Akkaraipattu and Pottuvil are situated on the verge of south side of Nintavur. Villages such as Addappalam, Oluvil, Palamunai and Meenodiakkattu can be grouped into village group 3 denoted by Capital letter “F, G, H & I”. It is because these villages are situated closed. They share similar cultural characteristics among them. There is an special observation that villages such as Addappalam, Oluvil, Palamunai and Meenodaikkattu are away from normal tendencies prevailing in all other villages

with respect to all Hofstedian cultural dimensions such as power distance, individualism, masculinity, uncertainty avoidance and long- term orientation. This is presented in figure 4.

Figure 4 Abnormal deviation of small villages

Addalaichenai, Akkaraipattu and Pottuvil can be grouped into 4 denoted by Capital letter “J, K & L”. It is because these villages are situated closed. They share similar cultural characteristics among them. These village groupings are represented in table 1.

Table 1 Groupings of villages

Villages

Grouping of villagesMaruthamunai

Kalmunai

Saainthamaruthu

Maaligaikkadu

Nintavur

Addappalam

Oluvil

Palamunai

Meenodiakkattu

Addalaichenai

Akkaraipattu

Pottuvil

Maruthamunai

A A A A

Kalmunai

B B B B

Saainthamaruthu

C C

Maaligaikkadu

D D

Nintavur

E E E E E

Addappalam

F F F F

Oluvil G G GPalamunai

H H H

Meenodiakkattu

I I I I

Addalaichenai

J J J

Akkaraipattu

K K K

Pottuvil

L L K

10. Conclusions

Four village groups have been identified in Ampara District, Eastern Province of Sri Lanka. They share Hofstedian cultural dimensions among them. It can be concluded that villages in Ampara Districts can be grouped in terms of cultural dimensions of Hofstede such as power distance, individualism, masculinity, uncertainty avoidance and long- term orientation.

11. Policy implication

Hofstedian cultural grouping is useful for village groupings. Form marketing point of view, marketers can use these village groupings into village market identification for understanding similar cultural characteristics.

12. Value addition

Hofstedian cultural dimension have been used for village groupings who share power distance, individualism, masculinity, uncertainty avoidance and long- term orientation among them. A model has been generated using Hofstedain cultural dimensions.

13. Limitations & future research avenues

This research is limited to Ampara District, Eastern Province of Sri Lanka. Few selected villages have been considered for research. Researcher admits other researchers to carry out research by eliminating these limitations.

14. References

Arpita Joardar, (2011), “Examining changes in group acceptance of a newcomer from a different culture An expectancy violation perspective”, International Journal of Cross Cultural Management vol. 11 no. 3 341-362

Andre A. Pekerti and Catherine T. Kwantes (2011), “The effect of self-construals on perceptions of organizational events”, International Journal of Cross Cultural Management December 2011 vol. 11 no. 3 303-323 Anne-Marie Søderberg and Nigel Holden, (2002), “Rethinking Cross Cultural Management in a Globalizing Business World”, International Journal of Cross Cultural Management, 2002 vol. 2 no. 1 103-121 Caroline Hussler (2004), “Culture and knowledge spillovers in Europe: New perspectives for innovation and convergence policies?”, Economics of Innovation and New Technology, Volume 13, Issue 6 pp. 523-541

David AL Coldwell and Andrea Fried (2011). “Learning organizations without borders?: A cross-cultural study of university HR practitioners’ perceptions of the salience of Senge’s five disciplines in effective work outcomes”, International Journal of Cross Cultural Management

Garry D. Bruton and David Ahlstrom (2008), “Entrepreneurship in Emerging Economies: Where Are We Today and Where Should the Research Go in the Future”, Entrepreneurship Theory and Practice, Volume 32, Issue 1, pages 1–14

Hanusch, F (2008), “The Hofstedian approach: Suggestions for a conceptual development of comparative journalism studies”, Comparative Journalism Studies Conference, Hobart 2008, Comparative Journalism Studies Conference:, http://www.utas.edu.au/ejel/journalismstudies/documents/CJS08%20Hanusch%20paper.pdf

Jean-Claude Usunier, Olivier Furrer and Amandine Furrer-Perrinjaquet (2011), “The perceived trade-off between corporate social and economic responsibility: A cross-national study”, International Journal of Cross Cultural Management, vol. 11 no. 3 279-302 Mark F. Peterson and Mikael Søndergaard (2011), “Traditions and Transitions in Quantitative Societal Culture Research in Organization Studies”, Organization Studies, Vol. 32 no. 11 1539-1558 Slawomir Magala (2011), “Traditions and Transitions in Quantitative Societal Culture Research in Organization Studies”, Organization Studies, No. 32 pp. 1539-1558

Slawomir Magala (2011) Crosscultural Life of Social Values and Organizational Analysis: An Introduction to the Special Themed Section, Organization Studies, No. 32 pp. 1539-1558

S.J. Magala (2004), “Cross-Cultural Compromises, Multiculturalism and the Actuality of Unzipped Hofstede”, Erasmus Research Institute of Management (ERIM), ERIM Report Series Reference No. ERS-2004-078-ORGWickramasinghe, Danture; Joannides, Vassili; Berland, Nicolas (2010), “Post-Hofstede diversity/cultural studies: what

contributions to accounting knowledge?”, Sixth Asia Pacific Interdisciplinary Research

in Accounting Conference, Sydney, Australia.