Understanding Cultures Gent 2011

8/2/2019 Understanding Cultures Gent 2011

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International week Gent feb '11(Dankers) 1

Comparing cultures with a focus onHofstedes 5 dimensions model,

compared with Hall and Kluckhohn.

Your guide today:Ir. Gijs Dankers

Saxion UniversityDeventer NL

(Institute for Marketing & International

Management)


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What is culture

My definition: A reflection of the dominant (shared)needs of a groupOn each level we should find expressions of theseneedsNeeds originate from:

- genetic code- development- circumstances


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The way culture is expressed

Norms, rules, (written, unwritten)

Behaviour (confirmation, self expression)

How free are we to express

(is also culture)

Hofstede


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Hofstedes approach:

the culture onion Core: values, in other words, how people believe things ought to be,what they hold dear to them. This level is invisible and is manifestedthrough the three other layers:

- rituals : such as festivals, ways of paying respect, hanging out trends- icons : persons admired by the society as a whole- symbols : words, artefacts, pictures that

carry a special meaning(mindspace.worldpress.com)


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But now the 5 dimensions to see the

differences

Based on research amongst thousands of employeesand students

" Culture is more often a source of conflict than of synergy. Cultural differences are anuisance at best and often adisaster." Prof. Geert Hofstede, EmeritusProfessor, Maastricht University.


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1. Power Distance

that is the extent to which the less powerfulmembers of organizations and institutions (like thefamily) accept and expect that power is distributedunequally.)


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2. Individualism vs collectivism

Individualism: look after yourself Collectivism: people from birth onwards areintegrated into strong, cohesive in-groups, oftenextended families (with uncles, aunts andgrandparents) which continue protecting them in

exchange for unquestioning loyalty


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3. Masculinity vs femininity

refers to the distribution of roles between thegenders. The assertive (..) pole has been called'masculine' and the modest, caring pole 'feminine'


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4. Uncertainty avoidance

It indicates to what extent a culture programs itsmembers to feel either uncomfortable or

comfortable in unstructured situations.(Unstructured situations: novel, unknown,surprising, different from usual).Uncertainty avoiding cultures try to minimize thepossibility of such situations by strict laws andrules, safety and security measures, and on thephilosophical and religious level by a belief inabsolute Truth.


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5. Long term vs short term orientation

Values associated with Long Term Orientation arethrift and perseverance; (future)Values associated with Short Term Orientation arerespect for tradition, fulfilling social obligations,and protecting one's 'face' (past and present)


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Example


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What can you do with it?

Next slides will give you some exampleshow to use this 5 dimensions model.Lets comment..


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Power Distance: influence on usingmedia


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Individualism - Collectivism


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Femininity Masculinity


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Scores around the world

http://www.geert-hofstede.com/hofstede_dimensions.php


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Belgium vs Netherlands

What do you think?


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For Halls and Kluckhohns basic

assumptions,see the next presentations, made by mystudents from different cultures

Documents

Understanding Cultures Gent 2011