Universidad de Lima

Faculty of Business and Economic Sciences

International Business Career

CULTURAL ANALYSIS OF SOUTH AFRICA

Research work
Gonzales Bueno, Valeria Nicole
Code 20200917
Jarama Bazalar, Romina Belén
Code 20211349
Loayza Lozano, Christina Micaela
Code 20211500
Sandoval Flores, Camila Raquel
Code 20212525
Velazco Rojas, Lady Stephanie
Code 20212850

Counselor

Vera Castro, María Petronila

Lima – Perú

November ,2023
ii
CULTURAL ANALYSIS OF SOUTH AFRICA

iii
 TABLA DE CONTENIDO
SUMMARY.............................................................................................................. vii

INTRODUCTION ................................................................................................... viii

CHAPTER I: INFORMATION ABOUT SOUTH AFRICA ........................................ 1

1.1 General information ......................................................................................................... 1

1.2 Indexes ............................................................................................................................. 2
1.2.1 Human Development Index ............................................................................ 2

1.2.2 The Gini Index ............................................................................................. 3

1.2.3 The Doing Business Index data ....................................................................... 3

1.1.4 The Index of Economic Freedom .................................................................... 4

1.3 Analysis of layers of culture............................................................................................. 5

CHAPTER II: ANALYSIS AND CONTRAST OF CULTURAL DIMENSIONS FOR
PERU AND SOUTH AFRICA ................................................................................... 8

2.1 Hofstede’s Cultural Dimensions. ..................................................................................... 8

2.2 Globe Project’s Leadership Dimensions. ....................................................................... 10
2.3 Trompenaars´ Cultural Dimensions ............................................................................... 11
CHAPTER III: CULTURAL AND COMMUNICATIONS PROTOCOLS WITHIN
THE ORGANIZATIONS ......................................................................................... 13

3.1 Barriers to communication ............................................................................................. 13

3.2 Strategies and negotiation processes .............................................................................. 15
3.3 The management of conflicts, agreements, and contracts. ............................................. 16
CHAPTER IV: GLOBAL MANAGEMENT AND LEADERSHIP ............................ 17

4.1 Incentives and rewards used in the main companies...................................................... 17

4.2 The main companies and what kind of leadership they practice.................................... 18
4.3 The expectations of the leader ........................................................................................ 18
CHAPTER V: CROSS- CULTURAL PODCAST ..................................................... 20

CHAPTER VI: CONCLUSIONS ............................................................................. 21

CHAPTER VII: RECOMMENDATIONS ................................................................ 23

REFERENCES ........................................................................................................ 24

iv
 TABLE INDEX

Table 1.1 Comparison of economic indicators Peru - South Africa (2022).............................. 2

Tabla 3.1 Hall's Cultural dimension - South Africa................................................................ 13

v
 FIGURE INDEX

Figure 1.1 Rankings of doing business topics- South Africa ................................................. 4

Figure 1.2 South Africa: Economic Freedom Index Subsector Scores 2023 ......................... 5

vi
 SUMMARY
The current report consists of a meticulous research on the culture of South Africa with the
intention of obtaining an overall picture of its main particularities regarding cultural
dimensions, leadership, practices and more. In that sense, the report identifies that South Africa
stands out for being a multiethnic society that in general values team loyalty, traditions and
respect towards a hierarchical order. At the same time, due to the richness of ethnicities, a wide
range of traditions, values, cuisine and music can be identified.

vii
 INTRODUCTION
The main objective of the research is to make a wholesome cultural presentation of South
Africa as a diverse and multiethnic society. For that purpose, factual information about its
main cultural characteristics, habits and interesting particularities regarding the business
scenario have been considered.

Firstly, the research portrays a general description of the country, including its
geographical location, dimension, GDP and the different ethnic groups that integrate the
nation. Likewise, the analysis considers the Human Development Index, the Gini Index and
the Doing Business Index data as valuable indicators for the aspects of life’s conditions and
health, distribution of income and ease to starting business there.

Secondly, there is a comparison between the cultural dimensions that can be identified
in the case of Peru and South Africa. For that purpose, several tools that are internationally
use like the Hoftede’s cultural dimensions, the Globe’s project leadership dimensions and the
Trompenaars cultural dimensions were taken into consideration.

Thirdly, regarding the communications protocols within different organizations, the

researchers analyze the different barriers that can be found in this context. At the same time,
it considers the strategies that can be put into practice during the negotiation process so it can
be easier for managers to deal with conflict, agreements and contracts.

Fourthly, the focus is driven towards the concepts of global management and
leadership, which includes the multiple initiatives and rewards that are used by the many
important companies in the region, as well as the leadership practices that usually applied.

Lastly, as a dynamic part of the research, the group included a Podcast that simulates
a easy-going and enriching conversation between two presenters of the program and other
three participants that come from South Africa and are eager to share their knowledge about
music, food and traditions.

viii
 CHAPTER I: INFORMATION ABOUT SOUTH AFRICA
1.1 General information

South Africa is a country located on the African continent, considered the southernmost
country on this continent, whose capitals are three: Pretoria (executive), Cape Town
(legislative) and Bloemfontein (judicial). The country's area is 1,221,037 km 2 with a
population of 62,027,503 according to the last census carried out in 2022.

On the other hand, South Africa is a parliamentary republic whose official currency is
the rand (ZAR). Likewise, according to Doochin (2022), South Africa has 11 official
languages: English, Afrikaans, Xhosa, Ndebele, Zulu, Tswana, Swati, Sotho, Southern Sotho,
Venda and Tsonga. Of these languages, the most spoken are Zulu (23.8%), Xhosa (17.6%) and
Afrikaans (13.3%). Regarding religion, Christianity is the main belief system in South Africa
with 68% of the population, there are also other religions such as Islam (2%), Hinduism (1.5%),
followers of indigenous beliefs (28 .5%) and non-believers who represent 15%. (Customs and
traditions, n.d)

The South African population is made up of several ethnic groups of which the most
important are Zulu (22.9%), Xhosa (16.5%), Sotho (17.4%) and Tswana (7.8%), combining all
of these represent more than half of the population. Likewise, according to Ricardo (2020),
there are also the Afrikaners or Boers, who are mostly white and descended from Western
Europeans such as the French, the Dutch and the British. There is also a population of mixed
ancestry with 8.6% and 2.6% of Asian origin.

As for the holidays, in certain parts of Cape Town an event is held at the beginning of
the year, it begins exactly on January 2. This event is called the Cape Town Minstrels Carnival
or Kaapse Klopse where people parade through the streets in costume playing traditional music
and jazz. Another holiday is Human Rights Day, which is celebrated on March 21 every year.
This event commemorates the struggle of many people who were murdered by the police during
a protest they carried out against the passes law that violated the rights of black people.
Likewise, Freedom Day is also celebrated on April 27. This holiday commemorates the day
the first democratic elections were held in 1994, in which the entire population had the right to
vote regardless of their race.

1
 Regarding economic indicators, according to the World Bank (2022), it can be seen in
table 1.1 that the total value of goods and services generated (GDP) in Peru is half that
generated by South Africa. Regarding inflation indicators, GDP per capita and GDP growth,
both countries present relatively similar data, which shows us that they have economies that
are still developing.

Table 1.1

Comparison of economic indicators Peru - South Africa (2022)

Indicators (2022) Units Peru South Africa

GDP Billions of dollars 242,63 405,87

Growth rate GDP% (%) 2.7 2

GDP per capita Thousands of dollars 7, 67 6,78

Inflation (%) 8.3 7

Adapted from. Economic Indicators of countries, by World Bank, 2022. ( https://datos.bancomundial.org/)

1.2 Indexes

In this section, different indexes have been used to analyze the political and economic sector.

1.2.1 Human Development Index

According to the United Nations (2023), the human development index is a summary measure
of average achievement in key dimensions of human development: living a long and healthy
life, having knowledge, and having a decent standard of living.

Based on this indicator, in 2021 South Africa obtained a high score of 0.713 with a
decrease of -4 compared to 2020, ranked 109. The life expectancy of this country is 65.7 years,
which has also decreased compared to 2020, the main causes of death are HIV, heart disease,
inflammation, and pneumonia. On the other hand, it is expected that the years of schooling will
be 12.5 years, which gradually reflects the development in the educational area of the country.
The dimension of the standard of living is measured based on the gross domestic product per
capita, which South Africa has a relatively high value, ranking 93rd worldwide due to the
development in the sector. (Datosmacro, 2021)

2
1.2.2 The Gini Index

According to the Ministry of Economy and Finance (2023), the Gini index is used to measure
the distribution of income where a percentage of 0% corresponds to perfect equality (everyone
has the same income) and 100% corresponds to perfect inequality. (one person has all the
income and the others have none) According to the world bank, South Africa's most recent
score on the Gini index was in 2014 with a value of 63%, which verifies that income
distribution is not equitable . This value has made it the country with the greatest income
inequality in the world, where 10% of the population owns 80% of the wealth, representing a
risk of poverty of 55.5%.

The racial factor is the main explanation of income inequality with a responsibility of
41% and education is the second factor with a responsibility of 30% significantly impacting
the South African labor market. (World Bank, 2022). Likewise, gender is also a factor
attributed to this score, since women in this country receive around 30% less income compared
to men.

1.2.3 The Doing Business Index data

The doing business indicator that allows you to have a perspective of how easy it is to do
business with a foreign country. According to the World Bank (2023), the last score that was
carried out in 2019, South Africa obtained a score of 67, placing it in 84th place worldwide.
This score classifies the country with an ease of doing business as easy, medium and difficult
as an "easy" economy These data are based on 10 sub-indicators that present a different ranking
for each one, presented in figure 1.1. Among the main ones is the protection of minority
investors, which presented a score of 80, placing the country in 13th place, due to its high
transparency in the movement of documents and compliance with shareholder rights. Likewise,
there is also the payment of taxes with a score of 81.2, ranking 54th, due to only requiring 7
payments per year and presenting a standard VAT rate of 15%, which applies to deliveries of
goods and imports with certain exemptions, but the export are not subject to VAT payment.

3
Figure 1.1

Rankings of doing business topics- South Africa

Note.From Ease of doing business in South Africa, by World Bank,

2020.(https://archive.doingbusiness.org/es/data/exploreeconomies/south-africa)

1.1.4 The Index of Economic Freedom

According to the Economic Freedom Indicator (2023), South Africa's economic freedom score
in 2023 is 55.7, ranking the country 116th globally and 17th in the sub-Saharan Africa region.
Observing the score shown in figure 1.2, each sub sector will be analyzed. These scores classify
South Africa as a largely non-free country in terms of the range proposed by the indicator.
The legal rules sector obtained a low score, highlighting the right to property, which is
not defended in South Africa. According to Gascón (2018), the political representatives of the
black population in South Africa are committed to expropriating and redistributing land and
wealth, this has been hitting the country's economy for years. In terms of company size, South
Africa has maximum tax rates of 45% for individuals and 27% for companies, which are
relatively high, contributing to a significant amount of tax revenue. Likewise, its public debt is
equivalent to 69% of GDP.

On the regulatory efficiency side, South Africa does not ask for any minimum capital
requirement to establish a business; However, the costs for acquiring a license remain
expensive despite their decrease. Finally, on open markets, South Africa showed an increase
in its economic freedom score. In the case of tariffs, the country has a weighted average rate of
6.3%. On the side of non-tariff barriers, South Africa presents several of these barriers that can

4
limit commercial exchange. According to the United States Trade Representative (n.d), it is
important to keep in mind that South Africa also takes into account port congestion, customs
valuation, theft of goods, import permits, anti-dumping measures and intellectual property
violations as non-tariff barriers.

Figure 1.2

South Africa: Economic Freedom Index Subsector Scores 2023

Note. From South Africa: Economic Freedom Index 2023, by Economic Freedom Index,
2023.(https://www.heritage.org/index/country/southafrica)

1.3 Analysis of layers of culture

South Africa was part of the British crown from 1910 to 1961, which is why its population
adopted various British social customs. One of them is tea time during the afternoon and the
use of a knife and fork during meals is mandatory. Likewise, not finishing the meal is
considered an insult to the host.

Regarding the behavioral aspect, the African community presents a very friendly
attitude and is very eager to avoid verbal conflict or bad manners, which is why it is common
to observe open displays of affection such as a handshake and pats on the back. Likewise, South
Africans have a very respectful attitude towards the elderly population, treating them with
bowing and using terms like Tata for men and Mama for women. Clothing also reflects attitude
towards people as they represent age or social position.

Based on beliefs, South Africa presents liberal thinking in the majority of its population,
this is evidenced by the fact that the country has legally allowed the marriage of homosexual
people since 2006. (Traditions, n.d). Another example is that South Africa allows marriage

5
where you can have more than one spouse, this is supported by the law recognizing customary
marriages. However, it is the man who can have more than one spouse, but a South African
woman can have only one. In the other side, South Africans assign a significant value to meat
or food based on this, which is why the gift and provision of food from the ritual sacrifice of
livestock is highly considered, especially in black communities. South Africans from the black
community have beliefs in the soul and life after death of the various world religions in South
Africa so they often do ceremonies and rituals. (What beliefs ,n.d).

1.4 Business Etiquette

South Africa is a country that has developed over the years, where its economy has become
the most advanced in Africa. This has generated the attraction of a high amount of investment
and, as a consequence, more business opportunities. Developing business with this country
requires taking into consideration various knowledge of the business ethics of this country.

The start of negotiations in the coordinated space must take into account punctuality,
since as mentioned in previous paragraphs, South Africans highly endorse respect and good
manners. Likewise, it is necessary to treat the hosts as sir or madam until the main names are
given using a moderate tone of voice. Additionally, it is important to build a personal
relationship during the process, as it builds trust on the part of the host; However, it is essential
to avoid topics about politics and religion. Ending the conversation, the exchange of business
cards is important in South Africa, as it shows a sign of respect and professionalism. (Ocaña,
2023)

As for clothing, in South Africa this will vary depending on religion and type of
industry; However, generally the dress code is conservative and professional with a suit for
men and a tailored blouse and pants for women. On the other hand, it is necessary to consider
that South Africa's business hours range from 8am to 5pm from Monday to Friday.

Finally, it is necessary to have knowledge about how South Africa's trade policy works.
Among its main trading partners are China, Germany, the United States, India and Japan.
(Ocaña,2023). According to TradeMap (2023), the most exported products by this country are
precious stones and metals such as gold, diamond or platinum. On the other hand, according to
TradeMap (2023), the most imported products are mineral fuels, nuclear reactors and

6
mechanical devices. Likewise, the business ideas with the greatest opportunity in the country
are business consultancies (thanks to their increased demand), tourism and hospitality, and
agribusiness. This last sector is developed especially in wine production, organic agriculture
and the production of animal food. (Ocaña,2023)

7
 CHAPTER II: ANALYSIS AND CONTRAST OF CULTURAL
DIMENSIONS FOR PERU AND SOUTH AFRICA

In that sense, it is possible to identify relevant differences between the cultural aspects of
South Africa and Peru that can be properly explained with some of the tools that measure
cultural dimensions and their main characteristics.

2.1 Hofstede’s Cultural Dimensions.

The first tool is the Hoftede’s study, which is a widely used framework that identifies six types
of work value dimensions (Power Distance, Individualism, Motivation towards achievement,
Uncertainty Avoidance, Long term Orientation and Indulgence) based on previous surveys that
were conducted among employees of the enterprise IBM (Corporate Finance Institute, 2023).
In this case, some of the most important dimensions will be discussed

On the one hand, South Africa is a nation that embraces hierarchy and has a general
acceptance for a vertical organizational structure, which means that people often expect to be
told what to do and obey without complaining (Hofstede Insights, n.d). Moreover, there is an
evident centralization of power with several hierarchical and bureaucratic organizations where
the final decisions are made by those at the top of the pyramid (World Business Culture, n.d.).
On the other hand, for the Peruvian scenario, the Hosftede’s Dimensions demonstrate that Peru
is characterized by having a high score in Power distance too. The structure of the system is
related to the era of colonization since authoritarian governments existed in those years. In
relation to that past, the country is now seen as a structured and centralized system. Those who
do not have power, view their superiors with respect because they ask them to do. Also, an
important thing to highlight is that employees do not trust them. This can lead to a lack of
participation and communication from subordinates because they will feel that what they think
is not important since leaders only consider what they do is the only thing that matters, so
employees may be reluctant to pursue new ideas. In that sense, the high score in Power Distance
presented by the countries can lead to inequalities in the workplace and generate teamworks
full of members that act as subordinates due to a possible fear of expressing disagreement,
confrontation and ideas that are outside of the box.

As part of the interesting discoveries in the cultural analysis, South Africa demonstrates
to be a collectivistic nation that values family loyalty and feels protective of group members.

8
In addition, citizens appear to orient themselves with the principle of “living in order to work”
that demonstrates an emphasis on assertiveness and problem solving skills in the workplace
(Hofstede Insights, n.d.).As a consequence, managers are aware of the crucial role that trust
plays in the business environment and value professionalism and proactiveness in their
business partners. Furthermore, Peru is a collectivistic country as well, similar with other Latin
American countries (Hofstede Insights, n.d). This means that they value loyalty within a group,
thinking about the group's interests first rather than their own. They care about their families
and make decisions based on them. They seek security in their position in the business rather
than autonomy. They prefer to do their activities in groups rather than alone to feel secure and
to avoid risks. Some of the problems this can lead to are a lack of ability to make decisions for
themselves as they are going to depend on others and they are going to accept what others say,
rather than speaking up if they think differently, which means they are going to suppress their
ideas.

Regarding the dimension of “Uncertainty Avoidance”, South Africa demonstrated a

low score that implies that there is a relaxed perspective towards life and a certain degree of
tolerance and flexibility towards new ideas (Hofstede's Insight, n.d). These cultural
implications can impact tremendously the business environment because they encourage a
dynamic relationship between managers and employees with respect and communication as
prevailing values. This is especially important in the case of South Africa since it has been
identified as a multi-ethnic society, where a diversity of habits, idiosyncrasies and behaviors is
not uncommon (Nestlers Group, 2023). Nevertheless, it is important to outline the fact that an
extreme low orientation for Uncertainty Avoidance might be counterproductive in business
because it can promote carelessness and lack of concern towards risk and consequences in the
workplace. On the contrary, in the case of Peruvian people, they need to follow rules in order
to have a structured life in order to have stability in their personal and professional lives
(Hofstede Insights, n.d). However, although they have rules and laws the obedience of these
are very weak. If a law does not work, they put more and they follow this path. Also, corruption
and the black market are common situations in this country. These situations can lead people
to not adapt to changes or unexpected situations, also to the fear of doing something new or
creative because they will always do what the rule says without doing anything outside of it,
even if it is something that is going to benefit the company and himself.

9
2.2 Globe Project’s Leadership Dimensions.

The second tool used for the current research were the leadership dimensions from the Globe
Project, which is a meticulous and large study about cultural practices from 150 countries with
the support of 500 researchers. There are six characteristics included in this framework, which
are charismatic, team oriented, participative, humane oriented, autonomous and self-protective
(GLOBE Project, 2020)

For the particular case of South Africa, the study divided the leadership values of the
nation between the black and white population. Generally speaking, both samples show little
focus for the safety or security of members and almost no indication of a strong tendency for
individualistic leaders. However, it is relevant to highlight that team leaders tend to encourage
the participation of group members and also show support, solidarity and compassion with
others (GLOBE Project, 2020).

The main difference that has been identified between the two ethnic groups already
described is that the white population proves to be more charismatic when guiding a group
(GLOBE Project, 2020). This means that leaders are more likely to motivate their followers
and are usually ready to give some words of encouragement since there is an implicit
understanding that the whole group is working towards the same goal. Consequently, there is
less likelihood of anxiety, stress and misunderstanding in the workplace environment.

On the other hand, Peruvian companies are characterized for having good leadership
practices in general, but leaders often tend to supervise very rigorously their employees and
this is a limitation of their autonomy (Ramirez et al, 2023). According to the previously
mentioned, Peruvian companies tend to be paternalistic which means that the leader is always
by the side of the workers. They guide them by example, they prioritize respect and they
demand results of the work they do, but at the same time they show caring for them, like a
father with his family (Boy et al, 2023). However, this can lead to some problems, this strict
supervision to employees can affect them, because they get used to always needing the approval
or confirmation of someone and this does not help them to develop their decision-making skills,
their independence and their skills for solving problems. In terms of the Globe project, Peruvian
companies are characterized for being humane-oriented as leaders are supportive with their
employees, but they need to improve in the autonomous and participative practices because if
they restrain the workers a lot, they are not going to develop their complete skills.

10
2.3 Trompenaars´ Cultural Dimensions

Finally, the last tool that was taken into account for the current research was the study of the 7
cultural dimensions provided by Trompenars, which considers 5 dimensions that are human
orientated and other 2 in relation with the environment. This framework was developed in the
90s in order to identify a pathway for better communication across cultures (Trompenaars
Hampden-Turner, n.d)

In South Africa, it is possible to recognize differences even between the Afrocentric

and Eurocentric population. For example, while the Afrocentric society considers that
particular situations can alter the rules and the norms, the Eurocentric believes that rules should
be applied in a universal way with no exceptions. Another interesting finding is that
Afrocentrics have a time orientation that is focus on the past and present with a great
consideration for traditions, whereas the Eurocentric are more centered on the future and its
outcome (Pecly & Ribeiro, 2020)

According to Trompenaars Hampden-Turner (n.d), Peruvian people are in the middle

between particularism and universalism but they are more inclined to the first one. Peruvians
tend to do business in a more relaxed way depending on what stage of the relationship they are
with the person. In other words, while the relationship and confidence is developing, they act
in a more relaxed way about rules. Also, contracts, in some cases, can be changed or modified.

In the individualism and communitarianism dimension Peru is characterized for being

the second one, they put the interest of their group first to accomplish different goals together
rather than thinking first on themselves. They are loyal to their team; they take decisions
together and if there is a difference it is put in negotiation to reach consensus. In the case of
South Africa, the afrocentric population can be also identified with the value of
communitarianism, which equally means that they value collectivistic interest and group
relationships. However, the eurocentric part of the country has a more individualistic approach
that places more importance on the self and personal interests of inhabitants (Trompenaars
Hampden-Turner, n.d).

11
 In the Neutral and Affective dimension, Peru is in the middle of those two, it means
that they balance the fact of controlling or expressing their emotions. This means that the action
of showing their emotions is not as bad as it is in other countries, but there is always a limit
and they have to know how to control it in certain situations. Likewise, the afrocentric
population of South Africa also shows an affective behavior which relates to the public's
displays of people’s emotions.

In the Achievement and Ascription dimension, Peruvians use their status to accomplish
things so they relate more with the Ascription. They demonstrate respect for their superiors and
they use formal titles. Normally the ones with power are senior males with status. This also
relates with the behavior of the Eurocentric part of the country. Nevertheless, the Afrocentric
population is more oriented toward achievement that places focus on progress, persistence and
hard work in order to achieve personal goals (Trompenaars Hampden-Turner, n.d).

In the past/present/future dimensions, Peru is concentrated more in the past, so when

they think of the future, they tend to associate it with the past. This means that, in business,
they search for records of things that have worked out well in the past to follow that path in the
present, to look for more confidence and avoid uncertainty. On the other hand, in the case of
South Africa (Eurocentric), people tend to be more oriented towards the future and long-term
plans. (Trompenaars Hampden-Turner, n.d).

12
 CHAPTER III: CULTURAL AND COMMUNICATIONS
PROTOCOLS WITHIN THE ORGANIZATIONS

Hall's cultural dimensions are a theoretical framework that seeks to understand and analyze
cultural differences in communication and human behavior. These dimensions, which include
concepts such as context, time, and space, provide a framework for understanding how cultures
vary in their approaches to communication, social interactions, and time management. The
importance of these dimensions lies in their ability to illuminate cultural subtleties that
significantly affect the way people relate to each other, both interpersonally and in broader
contexts such as business and conflict resolution (Changingminds, s/f).

According to the study by Pecly, P. H. D., & Ribeiro, P. C. C. (2020), the cultural
dimensions that could be highlighted in South Africa are divided into two variants: Afrocentric
South Africa and Eurocentric South Africa. This study is the basis of the next analysis carried
out in this chapter. Tabla 3.1 shows how each region of South Africa is characterized according
to the dimensions of context, time and space. The region of South Africa being Afrocentric
with a high context, communal space and polychronic time.

Tabla 3.1

Hall's Cultural dimension - South Africa

Note. From Entrepreneurship in the BRICS and cultural dimensions, by Pecly, P. H. D., & Ribeiro, P. C. C., 2020,
Brazilian Journal of Operations & Production Management. .(https://doi.org/10.14488/BJOPM.2020.013)

3.1 Barriers to communication

According to Communication styles between different cultures in Africa and Arab countries of
the Gulf (n.d), from Diario Exportador, South African society presents various communication
barriers derived from cultural and linguistic diversity. Communication styles, influenced by

13
cultural heritage, vary between white and black South Africans, with tendencies towards direct
and diplomatic communication, respectively. The importance of maintaining harmonious
relationships and avoiding open conflict creates an environment where communication is not
always direct or literal. Interpreting facial expressions and non-verbal cues is crucial due to
ethnic and cultural diversity.

These communication patterns relate to Hall's cultural dimensions, as conflict

avoidance and emphasis on harmony reflect Afrocentric South Africa (high context), while
direct communication aligns with Eurocentrism (low context). The interpretation of non-verbal
signals connects with the communal notion of space, highlighting the importance of
understanding beyond words.

Choosing as a particular topic the predominance of English in the linguistic diversity

of South Africa, it is known that, according to Mosquera, P. Á. (2022), the imposition of
English as the predominant language in South African education, despite being the mother
tongue of less than 10% of the population, constitutes a significant communication barrier. This
phenomenon can be analyzed in relation to Hall's cultural dimensions, specifically context,
time, and space.

The preference for English reflects a tendency towards low context, where
communication is based on explicit words and information is expected to be direct. In an
Afrocentric society, where high context is more common, communication tends to be more
implicit, relying on non-verbal and contextual cues. This discrepancy in context preferences
can lead to misunderstandings and difficulties in interpretation, being a barrier to effective
communication.

The emphasis on monolingual teaching in English aligns with a monochronic approach

to time, where planning and scheduling are crucial. However, in a more polychronic society,
such as Afrocentric South Africa, where personal relationships can take priority over time, this
approach can create tensions. Rigidity in time management can be perceived as insensitive to
the temporal and cultural needs of students.

From the perspective of space, the imposition of English can create spatial barriers.
Linguistic territoriality can arise, where those whose first language is not English feel
marginalized and less likely to participate in the educational space. This generates a

14
disconnection between the educational space and the cultural and linguistic diversity of the
students.

3.2 Strategies and negotiation processes

Cultural diversity and divergent communication styles directly impact negotiation strategies
and processes in South Africa. The search for consensus and a win-win situation is a
fundamental characteristic of South African business culture. This strategy reflects the
importance of building long-term relationships and avoiding confrontations that could affect
harmony. The need to read between the lines and understand cultural subtleties adds complexity
to negotiations.

The negotiation strategies highlight the importance of high context in Afrocentric South
Africa, where interpersonal relationship and harmony are prioritized. The importance of high
context and the search for win-win situations relates to the communal notion of space.
Additionally, differences in time perception can affect the speed and focus of negotiations.

In the context of business negotiations in South Africa, strategies and processes are
rooted in the cultural dimensions of context, time and space, according to Hall's theory.

According to Tips para pymes: cómo hacer negocios en Sudáfrica (2022), building
strong personal relationships highlights a preference for high context. Personal trust and
understanding are essential for successful agreements. Communication is indirect, and direct
confrontation is rare, indicating a significant dependence on the relational context. In addition
to this, the orientation towards monochronicity is reflected in the importance of short and
medium-term planning. Punctuality is essential, but flexibility in the interpretation of time
suggests elements of polychrony. This balance reflects the importance of relationships and the
need for efficiency.

Finally, the organizational structure, from a pyramid to a flatter model due to global
influences, suggests sensitivity to space and structure. Respect for hierarchy and the need to
build personal relationships reflect an awareness of social distance and the importance of
understanding and respecting personal and hierarchical space.

15
3.3 The management of conflicts, agreements, and contracts.

According to Communication styles between different cultures in Africa and Arab countries of
the Gulf (n.d), conflict management in South Africa is marked by the avoidance of open
confrontations and the preference for solutions that preserve harmony. The company culture
emphasizes the importance of all parties feeling like winners. The use of euphemistic responses
instead of direct refusals seeks to smooth out possible conflicts. Correctly interpreting facial
expressions and non-verbal cues is crucial to understanding the true nature of disagreements.

Conflict management is aligned with Hall's cultural dimensions, especially in

Afrocentric South Africa, where harmony and conflict avoidance are priorities. Furthermore,
the relationship with time is reflected in the preference to avoid negative responses
immediately, using expressions such as "in two minutes" or "now now."

16
CHAPTER IV: GLOBAL MANAGEMENT AND LEADERSHIP

4.1 Incentives and rewards used in the main companies

As is known, the GLOBE project Leadership Study is an international research study that
examines leadership styles and management practices in different cultures. This study found
that companies in South Africa use a variety of incentives and rewards to motivate their
employees (GLOBE, 2020).

One has these two incentives. Financial incentive is the most common incentive in
South Africa. Companies offer their employees a variety of salaries, bonuses and benefits.
These salaries are generally high and the benefits are very attractive, as they provide health
insurance, retirement plans and vacation days. On the other hand, the non-financial incentive
includes professional development opportunities, public recognition, job flexibility and a
positive work environment. We will talk a little more about the non-financial incentive items
below.

We start with professional development opportunities. This is very important because

employees are offered training and development so that they can develop their skills and
become a better professional. Also, public recognition is an important way to motivate
employees, as they are recognized for their performance through prices, leadership
opportunities and public praise. On the other hand, we have labor flexibility. This is a growing
trend in South Africa because, in the wake of the pandemic, companies began to offer
employees flexible working hours, and similarly, employees were offered to work from the
comfort of their homes so as not to be exposed to the virus. However, this trend continues to
this day. On the other hand, there is a positive work environment. This is essential for employee
motivation. Leading companies in South Africa focus on creating a positive work environment
that supports employee development and growth.

Thus, it can be concluded that the incentives and rewards used at leading companies in
South Africa reflect the priorities of employees in South Africa. Employees in South Africa
value high salaries, attractive benefits, career development opportunities and a positive work
environment.

17
4.2 The main companies and what kind of leadership they practice

As for the top companies in South Africa, the following companies were found to have a
leadership style that combines the traits of human warmth and achievement orientation.

The companies are as follows: Anglo American (a multinational mining company),

Naspers (media and technology company) and Shoprite (a supermarket chain). These
companies value human warmth and respect for others. Their South African leaders are
perceived as caring, supportive and concerned about the well-being of their employees. They
also value achievement orientation and competitiveness. These leaders are viewed as ambitious
and able to motivate their employees to achieve challenging goals.

Thus, the leadership styles practiced in leading companies in South Africa are effective
in motivating employees to achieve challenging goals. Under the idea of the GLOBE project
leadership study, these characteristics are fulfilled because the objective of the study is to
examine the organizational norms, values and beliefs of leaders in different societies, in this
case South Africa (GLOBE, 2020).

4.3 The expectations of the leader

The expectations of the leader in South Africa, under the concept of the GLOBE project
Leadership Study, the following aspects are considered: human warmth, achievement
orientation, influence and personal character. In this point we will only talk about influence
and personal character, because in the previous point we already talked about human warmth
and achievement orientation.
Regarding the influence of South African leaders, they are seen as being able to
influence others and achieve results. They are also able to lead and motivate their workers. This
point is very important, because if your staff does not have an image to be guided by, they will
be disoriented. On the other hand, by having an influence from someone, they set a goal and
plan to be like their leader or even better. On the other hand, the point of a good personal
character is of utmost importance, since by having this characteristic, employees perceive a
leader capable of leading, trustworthy and, in part, more credible.

18
 In addition, leader expectations in South Africa are complex and reflect the diversity of
South African culture. Leaders who can meet these expectations are more likely to be effective
and lead successful organizations.

19
 CHAPTER V: CROSS- CULTURAL PODCAST
In this chapter a podcast was made for which a Soundcloud account was created with the name
of knowing the mute (countries around the world). The podcast will cover 3 sections based on
the music, food and traditions of South Africa that represent part of its diverse culture. The
conversation about these topics will be between 2 hosts from Peru and 3 guests from the South
African country. The transcription of the podcast can be seen in annex 01.

LINK: https://soundcloud.com/knowingtheworld190/welcome-to-south-
africa?si=60d58517f89e406a8d0af6c2e7dbd172&utm_source=clipboard&utm_medium=text
&utm_campaign=social_sharing

20
 CHAPTER VI: CONCLUSIONS

Firstly, it can be concluded that South Africa is a country that still presents continuous
development based on its economy according to the indicators already mentioned in previous
chapters, especially in the protection of private property, the factors of race, gender and
education greatly influence in the labor market unequally. Likewise, business ethics are
important to engage in business with the country, especially having a respectful and friendly
behavior, since this is what the country's population values most. As for beliefs, this country
has open thinking in certain aspects. such as allowing same-sex marriage or marriage that
allows more than one spouse.

Regarding the cultural dimensions, South Africa stands out for being a truly multi-
cultural society that welcomes a wide range of people from different ethnicities. The more
relevant dimensions that define the region are overall high-Power Distance, Collectivism and
a Low Uncertainty avoidance. Nevertheless, several differences between the afrocentric and
the eurocentric population can be even recognized among people that inhabit the same
geographical area.

According to Hofstede's cultural dimensions, it can be concluded that South Africa and
Peru have similar backgrounds in power distance and collectivism. They are characterized by
accepting hierarchy and putting the interests of their group before their own. However, in
uncertainty avoidance, Africans have a relaxed perspective on life; on the contrary, Peruvians
need to follow rules in order to feel out of risk. In terms of the Globe Project, leadership in both
countries go in the same direction, as their leader tends to guide their employees as a team and
also, they need to encourage participation within the company. And in Trompenaars’
dimensions they are very similar in all the topics, they tend to go to the communitarianism
dimension rather than individualism, they are affective and they tend to think a lot in the past
instead of the future. The countries differ in the way they see and apply rules and how they
achieve thing

About the topic Global management and leadership, it can be concluded that it is very
important for companies to train and prepare good leaders, since a good leader will be able to
wisely guide the work team and thus the company will be able to succeed in the future. It is

21
also important to incentivize workers, because rewarding an employee for his good work
encourages him to continue his efforts and to improve.

Regarding the section Cultural and Communication Protocols within Organizations, the
cultural differences between Afrocentric and Eurocentric South Africa, evidenced in the high
or low context, the communal or territorial notion of space, and the monochronic approach to
time, highlight challenges in communication, negotiation strategies and conflict management.
These disparities highlight the need for deep understanding to promote effective collaboration
in this diverse nation.

22
 CHAPTER VII: RECOMMENDATIONS
Firstly, it is recommended that foreign businessmen learn more about the South African
economy and what barriers they may pose to starting negotiations with the country. Likewise,
it is necessary to know the business ethics of South Africa well, since it would be an opportunity
if we have a respectful and friendly behavior that generates trust that allows establishing
interpersonal relationships with the businessman (without talking about politics and religion).

It is recommended for companies to include certain types of integration programs as

an immersion strategy to include people from different cultural backgrounds in their company.
In addition, before doing business with South africans, it will definitely be a good idea to check
the cultural do’s and don'ts to avoid misunderstanding or offenses.

Another recommendation for the Global Management and Leadership theme is to

develop cross-cultural skills. These skills are the ability to communicate and work effectively
with people from different cultures. The skills would be empathy, adaptability and cultural
awareness. Empathy is very important because of the ability to understand other people's
perspectives. As for adaptability, it is of utmost importance to work on it as it is the ability to
change behavior to adapt to different situations. Finally, cultural awareness is the most
important because it is the understanding of cultural differences and thus understand the
behavior of others.

Recognizing cultural differences is crucial to success in business in South Africa. It is

recommended to spend time on cultural immersion, develop flexible negotiation skills and
adapt to various communication styles. This significantly improves the chances of success in
South African business environments. For students, participation in cultural exchanges
strengthens this knowledge, cultivating valuable skills for life in a diverse and interconnected
world.

23
 REFERENCES

Boy, A., Espinoza, A., Olmos, D. y Carlos, José. (2022). Percepción del Liderazgo en
organizaciones públicas en Lima, Perú. Revista Venezolana de Gerencia, 27(100),
1462-1473.
https://doi.org/10.52080/rvgluz.27.100.11

Compare countries. (2021, noviembre 23). Trompenaars Hampden-Turner.

https://www.thtconsulting.com/culture-factory/culture-explore/compare-countries/

Corporate Finance Institute (2023)Hofstede’s Cultural Dimensions Theory. Retrieved from

https://corporatefinanceinstitute.com/resources/management/hofstedes-cultural-
dimensions-theory/

Doochin, D. (2022, March 30). What are the languages spoken in South Africa? Babbel's
Magazine. https://es.babbel.com/es/magazine/idiomas-en-sudafrica

Global Business Culture (n.d.) Doing Business with South Africa Bundle. Retrieved from
https://www.globalbusinesscompass.com/product/doing-business-with-south-africa-
bundle/

GLOBE Project 2020 (n.d.) South Africa

https://globeproject.com/results/countries/ZAF?menu=list#country

Guardiola, J. (2019, June 29). South African Traditions. Beliefs, Festivals, Customs, Clothing
and Food. Traditions.com. https://tradicioness.com/tradiciones-de-sudafrica/

Changingminds. (n.d). Hall’s cultural factors. Recuperado el 26 de noviembre de 2023, de

https://changingminds.org/explanations/culture/hall_culture.htm

Hofstede’s Insights (n.d.) Country comparison tool. Retrieved from https://www.hofstede-

insights.com/country-comparison-tool

International Trade Centre. (2022). List of products at the 2-digit level imported by South
Africa in 2022.
https://www.trademap.org/Product_SelProductCountry.aspx?nvpm=3%7c710%7c%7
c%7c%7cTOTAL%7c%7c%7c2%7c1%7c1%7c1%7c1%7c%7c1%7c1%7c1%7c1

International Trade Centre. (2022). List of products at the 2-digit level exported by South
Africa in 2022.
https://www.trademap.org/Product_SelProductCountry.aspx?nvpm=3%7c710%7c%7
c%7c%7cTOTAL%7c%7c%7c2%7c1%7c1%7c2%7c1%7c1%7c1%7c1%7c1%7c1

Los estilos de comunicación entre diferentes culturas en África y países árabes del Golfo. (n.d).
DIARIO DEL EXPORTADOR. Recuperado el 26 de noviembre de 2023, de
https://www.diariodelexportador.com/2023/05/los-estilos-de-comunicacion-en-africa-
y-paises-arabes.html

24
Ministry of Economy and Finance.(n.d).Economic and Social Policy- What is the Gini
Coefficient and what does it measure? Retrieved on November 24, 2023, from
https://www.mef.gob.pe/es/?option=com_content&language=es-
ES&Itemid=100694&view=article&catid=750&id=4866&lang=es-ES

Mosquera, P. Á. (2022). La importancia de aprender en la propia lengua en un país que tiene

12 oficiales. Ediciones EL PAÍS S.L. https://elpais.com/planeta-futuro/africa-no-es-un-
pais/2022-07-14/la-importancia-de-aprender-en-la-propia-lengua-en-un-pais-que-
tiene-12-oficiales.html

Nestles Group (2023) BUSINESS CULTURE: SOUTH AFRICA. Retrieved from

https://nestlersgroup.com/business-culture-south-africa/

Ocaña, G. (2023, April 13). How to do business in South Africa: Ideas, tips, economics. Plan
your trip. https://planificatuviaje.es/cultura-empresarial-e-idioma-en-sudafrica/

Pecly, P. H. D., & Ribeiro, P. C. C. (2020). Entrepreneurship in the BRICS and cultural
dimensions. Brazilian Journal of Operations & Production Management.
https://doi.org/10.14488/BJOPM.2020.013

Ramirez, J., Peñaflor, R. y Sanagustin, V. (2023). Leadership, Communication, and Job

Satisfaction for Employee Engagement and Sustainability of Family Businesses in
Latin America. Administrative Sciences 13, 137.
https://doi.org/10.3390/admsci13060137

South Africa is the most unequal country in the world, says World Bank. (n.d). FRANCE 24.
Retrieved on November 24, 2023. https://www.france24.com/es/minuto-a-
minuto/20220310-sud%C3%A1frica-es-el-pa%C3%ADs-m%C3%A1s-desigual-del-
mundo-dice-banco-mundial

South African national holidays. (n.d). Greelane. Retrieved on November 24, 2023.
https://www.greelane.com/es/humanidades/historia-y-cultura/south-africas-national-
holidays-43420/

Tips para pymes: cómo hacer negocios en Sudáfrica. (2022). A24.

https://www.a24.com/pymes/tips-pymes-como-hacer-negocios-sudafrica-n1066560

Traditions and customs of South Africa. (n.d). What traditions? Retrieved on November 24,
2023. https://quetradiciones.com/costumbres-de-sudafrica/

United Nations. (n.d). Human Development Index. Retrieved November 24, 2023, from
https://hdr.undp.org/data-center/human-development-index#/indicies/HDI

What is the religion of South Africa? (2022, May 19). Customs and traditions.
https://costumbresytradiciones.com/cual-es-la-religion-de-
sudafrica/?expand_article=1

World Bank. (n.d). Ease of Doing Business Index (1 = most business-friendly regulations) -
South Africa. Retrieved on November 24, 2023.
https://datos.bancomundial.org/indicador/IC.BUS.EASE.XQ?locations=ZA

25
World Bank. (n.d). GDP growth (annual %) - South Africa. Retrieved on November 21, 2023.
https://datos.bancomundial.org/indicador/NY.GDP.MKTP.KD.ZG?locations=ZA

World Bank. (n.d). Gini index - South Africa. Retrieved on November 21, 2023.
https://datos.bancomundial.org/indicador/SI.POV.GINI?locations=ZA

World Bank. (n.d).Explore Economies. Retrieved on November 24, 2023, from

https://archive.doingbusiness.org/es/data/exploreeconomies/south-africa

World Trade Organization. (2006, september 29). Reports on biotechnology disputes.

https://www.wto.org/english/news_e/news06_e/291r_e.htm

26
ANNEXES

27
 Annex 01: Podcast transcript

Welcome to a new episode here in our podcast “Have fun Learning”, today we have a special
episode in which we will explore the rich cultural diversity of South Africa through the voices
of some guests who reside in this beautiful country!

Today we will talk from languages to traditional dances, and from cultural festivals to authentic
recipes that reflect centuries of history, we will discover the cultural treasures that form the
fabric of this society.

I’m sure we’ll all be transported through captivating stories and an intimate look at everyday
life in South Africa. Let's start with this interesting episode! With 3 important sections.

SECTION 01: MUSIC

́ from South Africa. I love the music of my country

Saubona ujani, my name is Nicole and I m
and I know a lot about it. I was a dancer in a small band that unfortunately no longer exists.
But tell me, what do you want to know about South African music and dance?

1. How does traditional South African music and dance reflect the country's cultural
diversity?

Glad to tell you, South Africa's traditional music and dance is like an incredible journey
through its history and diverse cultures! Imagine, each ethnic group, such as the Zulu,
Venda, Tswana, Sotho and more, bring their own unique touch to the country's rich
musical palette. But here's the most fascinating thing: the music isn't just music, it's a
living history.

2. Regarding the country's dances, could you mention some traditional styles and explain
their cultural importance in the country?

Of course. South Africa has a rich diversity of traditional dances, each with its own
history and cultural significance. The one I like best is the Indlamu: this is a traditional
Zulu dance, which is danced on special occasions, such as weddings and funerals. The

28
 dancers wear leather shoes and perform jumping and stomping movements to the beat
of the drums. Let me show you a piece of sound (sound) can you hear the sound of the
drums? It's amazing! I love it. It is considered a symbol of strength and power.

3. Are there artists or musical genres that have played an important role in South Africa's
cultural expression?

Yes, there are two that I have very present. One is Hugh Masekela, he was a South
African trumpeter and activist who became an icon in the struggle against apartheid.
His music mixed elements of traditional South African music with jazz, funk and pop.
And the other is Johnny Clegg, was also a South African musician and activist who
became a symbol of the struggle against apartheid, but his music was mixed with rock
and pop.

4. We know that one of their original dances uses boots as a form of sound. What is the
name of the dance and how does it develop (Gumboot)?

Of course, how could I forget the Gumboot. This is a traditional dance of South African
gold miners, which originated during the apartheid era. The miners wore rubber boots
to protect themselves from flooding in the mines, and began using them to create
rhythms and sounds as they worked. Isn't it fabulous? Also, the dance is considered a
symbol of resistance and solidarity.

SECTION 02: FOOD

Well, now we are going to ask questions about one of the most requested topics, which is the
food section. For this, we have an incredible guest who is Camila.

Saubona ujani (hello in zulú) My name is Camila Sandoval and I’m from South Africa. I
work independently as a food reviewer which basically means that I get to try dishes from
different parts of the world and share my perspectives and thoughts about them. I feel really
honored to be invited to this podcast because I feel really passionate about the delicious food
that my country of origin can offer to the world.

29
1. South Africa was part of the British crown, has this influenced the style of your food
preparation?
South African cuisine is based especially on meats and seafood from the country's
coastal area. South African culinary art has its roots in English cuisine, which was fused
with the region's native dishes and ingredients. It also has origins in black slaves who
came from Asia.
2. What are some iconic dishes of South African cuisine and what makes them unique?

There are multiple emblematic dishes from South African cuisine, so I’m just going to
a few.
• Biltong & droewors: Usually made from beef or game, are traditionally eaten
as snacks. The meat is cured in a mixture of vinegar, salt, sugar and spices such
as coriander and pepper, then hung to dry. The finished product is prized by
health enthusiasts for its high protein and low-fat content. This dish uses the dry
curing, which is an ancient method that was used by the indigenous tribes of
South Africa before fridges were invented
• Boerewors: This is a traditional South African sausage made from beef, mixed
with either pork or lamb and a mixture of spices. Boerewors are traditionally
served in a coiled shape, similar to the Cumberland sausage and cooked on a
braai (barbecue). The word boerewors comes from the Afrikaans and Dutch
words boer (farmer) and wors (sausage).
• Malva pudding: A Dutch import, malva pudding is a sweet and sticky baked
sponge pudding made with apricot jam and served smothered in a hot cream
sauce. This is South Africa's answer to the British sticky toffee pudding, served
in many restaurants but mainly baked at home for Sunday lunch.
3. How are meals celebrated and what role do they play in family and community
gatherings?
It is an important feature in most first dates, family reunions and friend gatherings. Food
is absolutely glorious. Regarding community events, South Africa has several festivals
that reunite communities to enjoy good food and have a nice time together. One of them
is The Street Food Festival that takes place in Cape Town and lasts for 10 days. This is
an annual food festival and has a pop-up stall, food trucks, various types of street food
options, diverse cuisines, and a great musical entertaining atmosphere. Top dishes in

30
 South Africa play a prominent role at this food festival like bunny chow, bobotie,
vetkoek, and many other local delicacies.
4. Does the style of food change significantly according to each ethnic group?

South Africa is also known as the country of the rainbow. It is called that due to the
diversity of ethnicities and cultures that coexist in its territories, which gives South
Africa a unique cultural wealth. South African cuisine reflects the diverse range of
culinary traditions embodied by the various communities that inhabit the country.

5. What ingredients are most used in the preparation of your typical dishes?
The best way to sample the ingredients included in some traditional South African food
is on the braai,. All kinds of meat, fish, and vegetables are barbecued over hot coals
outdoors. Milk and yogurt have been part of the South African diet for centuries. This
popular milk beverage tastes like cottage cheese or plain yogurt. Well, South African
food is usually seasoned with spices and is mixed with some ingredients that can alter
its flavor such as vinegar, cilantro, pepper, sugar or chilies.

6. Is there any drink like soda or juice that is traditional in the country?

Beer has been an important beverage in South Africa for hundreds of years among
indigenous people long before colonization and the arrival of Europeans with their own
beer drinking traditions. Unlike European beer, South African traditional beer was
unfiltered and cloudy and had a low alcohol content.

7. There is some prohibition regarding food or some ingredient, such as in the case of
India, where beef cannot be consumed?
For many South Africans meat is the center of any meal. Today, South Africans enjoy
not only beef, but mutton, goat, chicken and other meats as a centerpiece of a meal. On
weekends, many South African families have a braai, and this a meal usually consists
of pap en vleis, which is maize meal and grilled meat. Eating meat even has a ritual
significance in both traditional and modern South African culture.
8. I have heard that in a city in the country there is a restaurant that only serves insect-
based food. You could mention more about this interesting restaurant.

31
 Gourmet Grubb, a company known for its “bug ice cream”, has opened a pop-up bug
restaurant, the first of its kind in Cape Town. The restaurant, called The Insect
Experience, offers delicacies like mopane polenta, black-fly-larvae croquettes and
deep-fried dark chocolate black-fly-larvae ice cream. This restaurant tries to demystify
all the stigma around bugs and insects since they are nowadays underutilized, even
though they’re super nutritious and high in iron, fiber and healthy fats.

9. What do you think South Africa needs to develop culinary skills to be recognized
worldwide in this sector?
South Africa is a country with a very generous nature that produces almost all the
ingredients to make haute cuisine. Therefore, it is not surprising to find 5-star
establishments, considered among the best restaurants in the African country.
Perhaps in order to gain more international recognition, the government could promote
the participation of south africans chefs and communities in worldwide cuisines
contests and on the other hand entrepreneurs should take the initiative and start
establishing franchises and local south african restaurants in different countries from
North, South america and even europe.

SECTION 03: TRADITIONS

Saubona unjani, my name is Romina Jarama and I am an anthropologist and I have also
studied some of the languages of my country South Africa. I am very passionate about knowing
more about my culture's past, that is why I am here, to let you know more about my country
and its culture.

1. In terms of ethnic diversity, how are different cultures reflected in everyday life in
South Africa? Could you share with us some personal experiences that reflect the
coexistence of diverse cultures?
Yes! Of course. First, everyday we hear a lot of people talking in different languages.
Multilingualism is celebrated as part of our nation’s identity. Also we see this in food
because our dishes have various cultural influences, including indigenous traditions,
Dutch, British, Indian among others. And in my case I would say that all my life I have
lived with different cultures, because my country is that, a mix of cultures, so everyday
I coexist with people from different ones.

32
2. How would you describe the ethnic and cultural diversity of South Africa in three
words?
There are so many words that I would choose but I think the ones that describe the most
the diversity of my country are: Dynamic, Rich, Multifaceted

3. What do you think are some of the most notable ethnic communities in the country and
how do they influence South African identity?
Well, I’m going to give you three of the most notable ethnic communities. First, we
have the Zulu, they are the largest ethnic group in South Africa and they have played
a significant role in shaping the cultural and historical identity of the nation. Zulu
traditions, language (isiZulu), and artistic expressions have had a profound impact on
South African identity. Then, the Xhosa people, with their distinct language (isiXhosa)
and cultural practices, have influenced too. Key figures like Nelson Mandela and
Desmond Tutu, have played influential roles in the country's history. Finally,
Afrikaners, primarily of Dutch descent, played a significant role in the colonization of
South Africa. Their culture, language (Afrikaans), and historical contributions, have
influenced the broader South African identity.

4. What are some contemporary efforts to preserve and promote South Africa's cultural
diversity?
There are different ways in which we are preserving our culture. For example, we
support multilingual education in schools, where students are taught in their mother
tongue or an additional language. We preserve our cultural and historical heritage sites,
including museums, traditional villages, and historical landmarks. And we promote
cultural tourism by encouraging visitors to explore different regions, experience local
traditions, and engage with diverse communities.
5. How has South African gastronomy become internationalized and what is its global
impact?
Our chefs have participated and received recognition at various international culinary
events, competitions, and festivals. Their presence has helped showcase the unique
flavors and techniques of South African gastronomy. Also, we have our own
ingredients, such as rooibos tea, buchu, game meats, and indigenous spices, and these
have gained recognition and popularity in international culinary circles. Chefs around
the world incorporate these ingredients into their menus, contributing to global flavor

33
 trends. And our chefs have opened restaurants in other international cities, bringing our
amazing flavors to the global audience.
6. How many official languages are there in South Africa and how are they reflected in
everyday life?

Well, I don’t know if you know but South Africa is well known for its linguistically
diverse and there 11 official languages like: Afrikaans, English, isiNdebele, isiXhosa,
isiZulu, among others. For example, some words in Afrikaans language is goeie middag
(joie medag), that is good afternoon, sien jou later (sin u loter), which means “see you
later”
It reflects in many ways in daily life. For example, in education students often study
more than one language during their education. English is often used as the language
of instruction, but they encourage the use and development of other languages. Also,
the South African government uses several official languages in its official
communications and documents. And general services are often available in multiple
languages to give access for all citizens. In work and business environment, English is
often used as the main language for communication between people from different
language groups. However, in certain sectors and regions, other languages can play an
important role.

7. How has the history of South Africa influenced the spoken languages and linguistic
evolution of the country?
The linguistic landscape of South Africa is influenced by its complex and multifaceted
history, which includes indigenous languages, colonialism, apartheid, and post-
apartheid developments. The history of South Africa has played an important role in
shaping the spoken languages and linguistic evolution of the country. For example,
before Europeans arrived, we used to speak the Khoisan or Bantu languages. Then with
colonization we started with the Dutch and then English with the British rule, and this
can continue. We have had a lot of changes in our language. Nowadays, with
globalization a lot of South African people have started to prefer to talk in English,
including the younger generations. But, we are continuously promoting our indigenous
languages.
8. The English language is part of the official languages of South Africa, is there any
conflict or group of people who do not like the use of this language?

34
 While English is one of the 11 official languages of South Africa, it is important to note
that language dynamics in the country are complex and often tied to historical and
socio-political factors. The use of English, as well as the promotion of certain languages
over others, has been a source of tension and debate. However, there is no sentiment
against the use of English, some people may be worried that our indigenous languages
will disappear, but the country is ensuring that this does not happen as the variety of
languages is taught in schools, so the younger generations are aware of its existence.

That would be all for today, thank you very much to our guests for being part of this episode,
I am sure we have all learned something new today from South Africa. There is no doubt that
it is a beautiful and interesting country. See you in a next episode

35