Chapter three

The Meanings and Dimensions of

Culture

McGraw-Hill/Irwin .
Chapter 3. The Meanings and Dimensions of Culture

• Objectives:

1. UNDERSTAND the nature of culture and cultural

values

2. EXPLAIN Hofstede’s cultural dimensions.

Chapter 3. The Meanings and Dimensions of Culture

1. The Nature of Culture

2. Values in Culture
3. Hofstede’s Cultural Dimensions
1. The Nature of Culture

• Culture is
• Acquired knowledge that people use to interpret
experience and generate social behavior.

This knowledge forms values, attitudes; and

influences behavior.
1. The Nature of Culture

• Characteristics of culture
• Learned
• Shared
• Trans-generational
• Symbolic
• Patterned
• Adaptive
2. Values in Culture

• Values
• Basic convictions that people have about
• Right and wrong
• Good and bad
• Important and unimportant
• Learned from culture in which the individual is reared
 2. Values in Culture

An American says:
“Japanese people always seek harmony within an
organization. However, a lesson I found quite
challenging to learn is that when I thought they
were saying "yes," in reality, it often meant "I am
listening to you!”. (Source: IHRM, UoC)
Guess the cultural values of Japan and America!
 2. Values in Culture
A Japanese says:
“In the culture, you must always be humble. Even if
you have understood the matter, you should still ask
again.
However, when I do that in the US, Americans think I
don't actually understand the topic being discussed!”
(Source: IHRM, UoC)
Guess the cultural values of Japan and America!
 2. Values in Culture

• Values in transition

Do you believe that the cultural values of countries

are changing, even in nations with strong and
longstanding cultural identities?
3. Hofstede’s Cultural Dimensions
1. Power distance
2. Uncertainty avoidance
3. Individualism/collectivism
4. Masculinity/femininity
5. Time orientation
Hofstede
6. Indulgence/Restraint

A research with 116,000 participants, from 70 countries

3. Hofstede’s Cultural Dimensions

3.1. Power distance

• The extent to which less powerful members accept
that power is distributed unequally.
• High power distance countries: people blindly
obey superiors; centralized, tall structures
• Low power distance countries: flatter,
decentralized structures; smaller ratio of supervisor
to employee.
 3. Hofstede’s Cultural Dimensions
3.1. Power distance
Tall structures

Which image
illustrates
higher power
distance?
 3. Hofstede’s Cultural Dimensions

3.2. Uncertainty avoidance: The extent to which people feel

threatened by ambiguous situations; create beliefs to avoid
such situations.
 3. Hofstede’s Cultural Dimensions

3.2. Uncertainty avoidance

High uncertainty avoidance
countries:
• high need for security,
• strong belief in experts;
• more written rules,
• less risk-taking.
3. Hofstede’s Cultural Dimensions

3.2. Uncertainty avoidance

Low uncertainty avoidance
countries:
•willing to accept risks
•fewer written rules,
•higher employee turnover,
•more ambitious employees
3. Hofstede’s Cultural Dimensions

3.3. Individualism: is the tendency of people to look after

themselves and immediate family only.
• Greater individual initiative, promotions based on market value.

Collectivism: the tendency of people to belong to groups or

collectives and to look after each other in exchange for loyalty.
• Less individual initiative, promotions based on seniority.
Wealthy countries have higher individualism
scores than poorer countries? Why?
Wealthy countries
have higher
individualism scores
than poorer countries!
3. Hofstede’s Cultural Dimensions

3.4. Masculinity: A situation in which the dominant social values

are success, money, and things.
• High masculine countries: earnings, recognition,
advancement, challenge, wealth; high job stress.
• High feminine countries: caring for others and quality of
life; cooperation, friendly atmosphere, group decision
making; employment security, low job stress.
 3. Hofstede’s Cultural Dimensions

3.5. Time Orientation:

 Long-term-oriented societies: adapt their traditions

when conditions change, save and invest for the future,
focus on achieving long-term results.

 Short-term-oriented cultures: respect for traditions;

focus more on the past and present; focus on achieving
quick results.
3. Hofstede’s Cultural Dimensions

3.6. Indulgence versus Restraint:

Measures the freedom to satisfy one’s

natural needs and desires within a
society.
3. Hofstede’s Cultural Dimensions

3.6 Indulgence versus Restraint

Indulgent societies: Encourage instant
gratification of natural human needs.
• Freely satisfy human desires,
• express happiness freely,
• freedom of speech,
• participate in more sports and activities,
• more extroverted.
 3. Hofstede’s Cultural Dimensions

3.6. Indulgence versus Restraint

Restrained cultures: control

behavior based on social norms.
• express less happiness,
• fewer activities and sports,
• introverted
 “It must be remembered that stereotypes and
overgeneralizations should be avoided!

There are always individual differences and even

subcultures within every country”!
(Source: Luthans & Doh)
Review: Hofstede’s Cultural Dimensions

1. Power distance
2. Uncertainty avoidance
3. Individualism/collectivism
4. Masculinity/femininity
5. Time orientation
6. Indulgence/Restraint
America
Chapter 3. The Meanings and Dimensions of Culture

1. The Nature of Culture

2. Values in Culture
3. Hofstede’s Cultural Dimensions