1 Culture

2 Definitions of CultureMany definitions of culture and few agree as to the exact definition RE: multicultural interface/multimedia design Culture stands for the way of life of a people, the sum of their learned behavioral patterns, attitudes and material things (Edward Hall, 1959, The Silent Language) Culture is the collective programming of the mind, which distinguishes the members of one human group from another (Hofstede, 1980).

3 What is culture? “A system of values and norms that are shared among a group of people and that when taken together constitute a design for living.” “It is acquired knowledge that people use to interpret experience and to generate social behavior.”

4 The sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society.

5 Culture Culture offers order, direction, and guidancein all phases of human problem solving: When to eat, Where to eat, What to eat for each meal, What to serve guests at a dinner party, picnic, or wedding.

6 The way to deal with diversity is not to deny it or ignore it, but to learn about differences so they don’t impair communication

7 Characteristics CultureCulture is learned through experience and education Elements of culture are interrelated It is adaptive Culture is shared by members of the society and indeed defines the membership of the society Collection of values, beliefs, behavior, custom and attitude that distinguish a society It is enduring, changeable passes from one generation to another.

8 Elements of Culture Language Religion Values & AttitudesCustoms and Manners Material Goods Aesthetics Education

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10 Determinants of cultureSocial structure Religion Language Education Economic philosophy Political philosophy

11 CULTURE Tangibles includes Intangibles Sum total of learned beliefsvalues customs Giving direction to The member of society Transmitted to Next generation

12 Culture Typology Consumer culture Family culture Ethnic cultureNational culture Organizational culture Regional culture Global culture

13 Culture and GlobalizationCulture refers to the social construction, articulation, and reception of meaning Cultural globalization refers to the movement of objects, signs and people across regions and intercontinental space

14 Drawing from International Business Cultural MiscuesGlobalization Product is “neutral” “One size fits all” Removing all culturally specific features from the software Changes at the interface level--not functionality Internationalization Same as globalization But “culture” limited to national boundaries e.g., Globalization = Hispanic; Internationalization= Mexico, El Salvador Culture is not bounded by nations One culture in many nations One nation with many cultures

15 Different components of cultureValues and Norms Folkways and mores

16 Values and norms Values: Abstract ideas/assumptions about what a group believes to be good, right and desirable Norms: social rules and guidelines that prescribe appropriate behavior in particular situations

17 Folkways and mores Folkways: Routine conventions of everyday life.Little moral significance Generally, social conventions such as dress codes, social manners, and neighborly behavior Mores: Norms central to the functioning of society and its social life Greater significance than folkways Violation can bring serious retribution Theft, adultery, incest and cannibalism

18 Cultural change Culture is not a constant; it evolves over timeValues toward the role of women are changing. Japan moves toward greater individualism in the workplace Effects of globalization

19 Managerial implicationsCross cultural literacy Culture and competitive advantage Culture and business ethics

20 STUMBLING BLOCKS TO COMMUNICATION ACROSS CULTURES1. Assumed Similarity  2. Verbal Language   3. Nonverbal Language 4. Tendency to Evaluate   5. Stereotypes, Preconceptions 6. Emotions/High Anxiety

21 The Measurement of CultureContent Analysis Consumer Fieldwork Value Measurement Instruments

22 Content Analysis A method for systematically analyzing the content of verbal and/or pictorial communication. The method is frequently used to determine prevailing social values of a society.

23 Field Observation A cultural measurement technique that takes place within a natural environment that focuses on observing behavior (sometimes without the subjects’ awareness).

24 Characteristics of Field ObservationTakes place within a natural environment Performed sometimes without the subject’s awareness Focuses on observation of behavior

25 Participant-ObserversResearchers who participate in the environment that they are studying without notifying those who are being observed.

26 Cultural Classification--HallLow-Context Cultures - What Is Said Is More Important Than How or Where It Is Said U.S. Germany High-Context cultures - What Is Said and How or Where It is Said Are Significant Asia Latin America Middle East

27 Contextual Background of Various CountriesJapanese High context IMPLICIT Arabian Latin American Spanish Italian English (UK) French English (US) Scandinavian German Low context Swiss EXPLICIT

28 Low and High Context CulturesFactors / Dimensions High Context Low Context Lawyers A person’s word Responsibility for organizational error Negotiations Examples: Less important Is his or her bond Taken by top level Lengthy Japan Middle East Very important Get it in writing Pushed to lowest level Proceed quickly U.S.A. Northern Europe

29 Building Relations with CounterpartLearn: history Reassure: support and protection available Provide: info on self, family and your mission Respond: responsiveness to community concerns Invest: Time to introduce yourself, “drink tea, coffee, wine etc.” Liaison: Connect with community and others. Invite: to share a drink or meal together.

30 Other Relation Building ConsiderationsExplain your role and intentions. Respect participation of extended family Be available beyond “work” hours. Show sincerity and curiosity to learn about people and culture. Recognize diversity within community. Remember role of religion and culture varies individually. Avoid reliance on one person as sole source on country, culture or religion. Results of these initiatives Reduces probability of civil unrest Reduction in incidents where excessive police force used, in receipt of civilian complaints of police. Greater community support in gathering facts for an incident or avoiding public attacks on the department. Avoiding potential problems based on misunderstandings. Use Dept of Justice’s Regional CRS office as a resource for conciliation, relationship building, support.

31 Benefits of Cultural CompetencyReduce tensions, conflicts, misunderstandings More accurate information gained with trusting and supportive relationships Fewer complaints and resistance Contributes towards effectiveness and successful outcomes of mission Supportive community that stands with/by you Contributes toward your & community safety

32 Arab Cultural Values Strong sense of destiny & fate.Relationships important to live/work. Family highly valued. Consensus-building decision making. Polychronic-time/work/conversations. Expressive and emotional. Honor, dignity, respect essential. Hierarchy, rank and formality honored. Religion influences life, work and business.

33 Considerations to Bridge Language GapGreetings- “Salaam Alaikum”,“Ahlan wa Sahlan”, “Good Morning”, “Good Evening” “How are you Doing”, Ohio Gudaimas” etc. Use respectful titles to greet and meet Avoid use of colloquialisms/idioms, acronyms Don’t assume greater trust in one who speaks “better” English or how “Westernized” Patience with accents and translation Repetition connotes sincerity Don’t assume “Yes” or a nod means “I agree” or “I understand” Avoid swearing and harsh language Language can be a great barrier to communication.

34 Muslim’sPer ceptions about AmericansArrogant/Boastful Aggressive Wasteful Conspirators Disrespectful Corrupt Anti-Arab Anti-Muslim

35 Dress & Appearance [Muslim]Modest dress for men & women Men may have beard, wear skull cap Women may cover hair with scarf (hijab) Women may cover face and wear loose attire (abaya) Avoid touching women or removing scarf forcibly If must remove scarf/face cover, request her to remove it in private area away from view of other males Interpretation of modest dress varies based on individual and culture. Reminder that modesty extends to males and females and just because a woman may not wear a scarf or a man not have a beard should not be presumed as any less observant in their faith. Police in non-crisis situations can make considerations they cannot make in a crisis. If you are involved in a crisis or emergency and need to place hands on a Muslim female, or remove a scarf – do so. WHEN possible in this case, preference for female officer to touch.

36 Selected Rituals and Associated ArtifactsTYPICAL ARTIFACTS Wedding White gown (something old, something new, something borrowed, something blue) Birth of child U.S. Savings Bond, silver baby spoon Birthday Card, present, cake with candles 50th Wedding anniversary Catered party, card and gift, display of photos of the couple’s life together Graduation Pen, U.S. Savings Bond, card, wristwatch Valentine’s Day Candy, card, flowers New Year’s Eve Champagne, party, fancy dress Thanksgiving Prepare a turkey meal for family and friends

37 Cultural Globalization: DriversExposure Adoption Adaptation Orientation—new beliefs

38 Cultural Globalization: DegreeBooks Music Movies Magazines Games

39 Cultural Globalization: ImpactHarmonization and Differentiation Beliefs Attitudes Values Practices Lifestyles

40 Global Cultural EnvironmentBeliefs—organized pattern of knowledge that an individual holds to be true Attitudes—clusters of interrelated beliefs Values—enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct

41 Cross-cultural ValuesAmericans Japanese Freedom Independence Self-reliance Equality Individualism Competition Efficiency Time Directness Openness Belonging Group harmony Collectiveness Age/seniority Group consciousness Cooperation Quality Patience Indirectness Go-between

42 American Core Values Achievement and success ActivityEfficiency and practicality Progress Material comfort Individualism Freedom External conformity Humanitarianism Youthfulness Fitness and health

43 US –China Comparison China U.S.Personal power and relationships or connections rather than rule of law are important in China Reciprocal relationship networks can often mean doing favors or offering bribes Establish relationships with gifts U.S. Business transactions are conducted within the framework of contract law and mechanisms for dispute resolution are in place Reciprocal networks are becoming more important but have to operate within the confines of the law Gifts may be frowned upon as bribery (Foreign Corrupt Practices Act)

44 Individualism Individualism : The tendency of people to look after themselves and their immediate family only ( US, UK, Canada, Australia, New Zealand ,Netherlands) Self sufficient, self respect and independence Individual initiative and achievement High personal financial security and autonomy Collectivism : The tendency of people to belong to groups that look after each other in exchange for loyalty ( Mexico, Greece, Hong Kong, Taiwan, Peru, Singapore, Colombia, Pakistan)

45 Masculinity & FemininityMasculinity: The degree to which the dominant values of a society are success, money, and material goods. (High level: Japan, Austria, Mexico) Femininity: The degree to which the dominant values of a society are caring for others and quality of life. (High Level: Norway, Sweden, Denmark)

46 Cultural Geography Population Languages Religion AgricultureEconomics/ Urban

47 Conclusions Become familiar with your own valuesExplore and recognize the values of others Understand the implications of these values for education Determine where the differences lie Determine how to best overcome the differences Expose to diverse resources Choose diverse examples Examine “cultures” within your group Consider/”double check” your design strategies