COMMUNICATION

AND CULTURE
Culture
Is a set of unique and shared
beliefs, values, and norms that
guide a certain group of people
on how to think, behave, and act.
Values System

Po and Opo
Pagmamano (kissing of elder’s hands)
Communication and Culture are inseparable.

Americans – direct and straightforward.

Filipino – non confrontational (euphemism)
Example: Invited to a party
Filipino: I will try instead of “No, I will attend.”
Cultural Dimensions in Communication
1. INDIVIDUALISM
Individualistic Culture – puts premium on the self and personal
fulfillment.
USA, Canada, Northern and Western Europe
Characteristic : Assertive, Confrontational, and direct to get things done
at their own pace.
Collectivist Culture – values teamwork and collaboration.
Latin America, East and Southeast Asia and Africa.
Characteristic : work harmoniously in groups and cooperate with others
to avoid conflict.
Cultural Dimensions in Communication
2. CONTEXT
Low Context Culture – views explicit words as a way to convey
messages.
USA, Germany, Northern and Scandinavia.
Characteristic : Direct, definite and detailed.
High-context Culture – uses subtle non-verbal behaviors and implicit
information to convey meaning.
Latin America, Asia
Characteristic : unclear and indirect.
Cultural Dimensions in Communication
3. CHRONEMICS

Monochronic Culture – advocates punctuality, timely completion of

tasks, and accomplishment of one task at a time.
USA
Polychronic culture– has a more fluid and flexible concept of time.
Task interruption and muti-tasking are acceptable practices and
maintaining relationships is more important than strictly following a
schedule.
Latin America, Arab, Southern Europe
Cultural Dimensions in Communication
4. UNCERTAINTY AVOIDANCE

Uncertainty avoidance – which refers to the need to foresee what is going to happen.
Low uncertainty avoidance culture – is tolerant of unpredictable and uncontrollable
situations. It usually maintains few rules as possible and allows for the spontaneity of
responses to situations.
USA, Sweden, and Denmark

High uncertainty avoidance culture– values precision and always attempts to

anticipate risks to possibly reduce them
Germany, Portugal , Greece, Peru and Belgium
Cultural Dimensions in Communication
5. POWER DISTANCE

Power Distance – is the extent to how the equality and inequality of power is
expected and accepted.
Low-power distance culture –values equal distribution of power. Values
democracy and Egalitarian Behavior.
Austria, Finland, Denmark, Norway, and USA.

High power distance culture– recognizes that unequal distribution of power is

normal.
Middle east, Malaysia, Guatemala, Venezuela, and Singapore.
Cultural Dimensions in Communication
6. GENDER

Masculine Culture– advocate for strict adherence to conventional

gender roles and behaviors.

Feminine culture–are based on the premise that men and women

assume varieties of roles and thus, are both valued regardless of their
sex and gender.
Sweden, Denmark, Norway
Cultural Dimensions in Communication
6. GENDER

Masculine Culture– advocate for strict adherence to conventional

gender roles and behaviors.

Feminine culture–are based on the premise that men and women

assume varieties of roles and thus, are both valued regardless of their
sex and gender.
Sweden, Denmark, Norway
Cultural Dimensions in Communication
6. LONG TERM OR SHORT TERM ORIENTATION
- Refers to how patience is valued in waiting for the outcomes of actions

Short term orientation Culture– is characterized by being very

performance-driven. It emphasized quick results, fulfillment of social
obligations, and efficient revenue generation. It values rewards here and now.
USA, Pakistan, Russia, Canada, Norway and United Kingdom

Long term orientation Culture– more patience in waiting for the outcomes
of an action. It values perseverance towards the achievement of goals.
Japan, China, Hongkong, and Taiwan